Refinery29 has announced its new programming lineup slate for 2017 at its Digital Content NewFronts presentation and will be collaborating with creative partners it dubs “rule-defying storytellers.” Among those creative rebels are singer-actress Willow Smith, Rashida Jones (Parks and Recreation), R&B duo Chloe x Halle and comedian Sasheer Zamata (Saturday Night Live)!
“I am privileged to commission, create and broadcast purposeful content that tells the many stories of female power and potential,” said Amy Emmerich, chief content officer of Refinery29. “This year demonstrates that these critical representations of women are not only what the audience craves but also what they demand, and that servicing them is also good business.”
The 2017 originals span comedy, music, style and beauty, and global social issues, which will be distributed across Refinery29’s network of social and long-form distribution partners, reaching more than 500 million users globally.
Willow Smith project – Empathy Lab: Series of live events, videos, and social interactions created with the purpose of deriving data and insights that aim to drive social change. Since R29 announced the Empathy Lab at last year’s NewFronts, it has collaborated with Columbia University School of the Arts’ Digital Storytelling Lab, conducting a series of experiments to explore how to amplify empathetic understanding between people. This year, Empathy Lab will work directly with brands “to help them better understand their mission, maintain their values and understand the role of empathy in today’s challenging and critical climate,” according to Refinery29.
Rashida Jones project: “Fabled”: A modern fairytale anthology series, executive produced by Zosia Mamet and Evan Jonigkeit, which pays homage to classic fairytales while upending the traditional structure based on patriarchal gender norms.
“Girly”: Docu-series about girls who are trailblazers in their communities developed in collaboration with Fictionless Films (“Born Into Brothels”) and executive producer Rashida Jones (“Hot Girls Wanted”). Refinery29 has partnered with Girl Up and the United Nations Foundation to promote the series on social media.
Chloe x Halle project: “UnStyled Fashion Films”: After debuting as an Instagram hashtag and leading to a newsletter and podcast, Refinery29 will now debut an Instagram-first short film series that will use hyper-elevated visuals and styling to explore themes of confidence, perspective, and identity. Chloe x Halle are among the style pioneers slated to be featured in the franchise, created by R29 co-founder and global editor-in-chief Christene Barberich.
Sasheer Zamata project: RIOT Writer’s Lab: In partnership with TBS, Refinery29 is launching a two-day comedy lab in which six emerging female comedy creators will receive guidance from seasoned TV writers and industry executives, including Sasheer Zamata of “SNL.”
Check out the complete list of upcoming Refinery29 projects here! Congrats to these ladies! We’re sure they will rock at their respective projects!!