Kevin Hart’s production company Hartbeat has entered a strategic partnership with microdrama platform aTwist to produce more than 20 original vertical microseries, according to a report from Deadline.

The deal will place the series in a dedicated Hartbeat destination on aTwist, which operates as both a studio and a distribution platform. The slate includes adaptations of author Blake Karrington’s book series, produced in partnership with Upscale Productions, where Karrington sits among the senior team.

aTwist is led by television industry veterans Jana Winograde, Susan Rovner and Lloyd Braun. “Our vision for aTwist has always been to build a home for quality microseries, one that sparks passionate fan communities and provides a trusted platform for talent, creators and brands,” said Winograde, aTwist’s CEO. “Partnering with Hartbeat is another step in bringing globally recognized entertainment brands to aTwist and building a destination where broad reach and great storytelling can live side by side.”

Jeff Clanagan, President and Chief Distribution Officer of Hartbeat, framed the deal around an existing audience rather than a new one. “I’ve spent my career building audiences for stories the mainstream overlooked, and the most strategic way to do that has always been to start with an audience that already exists,” he said. “Hartbeat is building the slate. With Susan, Jana and Lloyd, aTwist is building the platform. Together, we’re here to serve this passionate audience with the best in storytelling.”

Rovner, aTwist’s Chief Creative Officer, said the companies have collaborated before. “We’ve had the pleasure of working with Kevin and Jeff on many projects over the years, and have seen firsthand the power of their storytelling and the connection they build with audiences,” she said.

aTwist has pursued a strategy of aligning with established Hollywood figures since its launch, having already struck content deals with The Bold and the Beautiful creative chief Bradley Bell, Paramount’s BET, and Jesse Tyler Ferguson and Justin Mikita for a musical microseries. The company also hired “America’s Culinary Cup” showrunner Josh Silberman to lead an unscripted push. aTwist currently has more than 20 series in production across scripted, unscripted and animation.

The Hartbeat deal lands as vertical entertainment draws broader institutional attention. Comedy Central’s “The Daily Show” announced its first vertical series, a political spoof titled “The Daily Show Presents: Two Billionaires Fight to Dominate the Country… And My Heart!,” in July. BuzzFeed Studios and muVpix have committed to producing more than 100 microdrama titles over two years, and producers Alon Shtruzman and Scott Einbinder launched New Short Media around partnerships with established Hollywood talent. A report from Owl & Co. on vertical video suggests the sector could be worth as much as $150 billion this year.

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