Television Business International

Paltrow, Will.I.Am. join Apple unscripted series

Formats-logo-460_2Actor Gwyneth Paltrow and singer Will.I.Am. have signed on to appear in and executive produce an upcoming unscripted series for tech giant Apple as it continues to move into original content.

The pair will act as mentors, along with digital entrepreneur Gary Vaynerchuk, in Planet of the Apps, which Ben Silverman and Howard T. Owens’ Propagate Content is producing.

“We are thrilled to collaborate with Gwyneth, Gary and will.i.am on Planet of the Apps,” said Silverman and Owens, who are also executive producers, in a statement.  “Starting a new business is not easy.  Our team of advisors are entrepreneurs who have each launched and built successful brands and can tap into their personal experience to offer advice to the app developers selected for the series.”

Planet of the Apps will search for hot new app developers as they compete to create new digital businesses.

“Developing and launching a business based on your own original idea can be exhilarating, but intimidating,” said Paltrow.  “This is a great opportunity to be part of a series that lets us use our experiences to help app developers break through and create viable businesses that will impact peoples’ lives.”

App and smartphone giant Apple has been pushing into original content over the past year. Last month it made noise by acquiring a remake of James Corden vehicle Carpool Karaoke for its Apple Music service.