Oxygen, Trium Developing Docu-Series About StyleHaul Vloggers

/ Nov 19, 2014

Zoella1

Oxygen, the female-driven TV channel and media brand owned by NBCUniversal, is developing a docu-reality series that would feature talent from StyleHaul, the largest beauty- and fashion-focused multi-channel network on YouTube.

The working title for the show is “Survival of the Clickiest,” which joins three other series as part of Oxygen’s new, millennial-targeting development slate. This is the only project of the four, though, that will feature talent originating from a platform that’s already attracting a lot of millennial eyeballs — YouTube.

Produced by Trium Entertainment and Lentos Brand in partnership with StyleHaul, the series will center on a group of digital stars from the YouTube network as they try to keep up and break out the increasingly competitive worlds of beauty, fashion, and vlogging.

A prime focus will be on who these women are, as people, personalities, and entrepreneurs, says Mia Goldwyn, chief content officer at StyleHaul. “The idea behind the show is for us to celebrate the success and entrepreneurial spirit of our talent, who have not only been able to build these incredibly engaged fan bases, but are also now starting to develop their own fashion lines and product extensions, and are really turning their vlogs into amazing businesses,” she says.

“Survival of the Clickiest” certainly won’t be the first time YouTube creators have starred in a TV show. And there’s always a question of whether fans on one platform will follow a digital star to another. The producers are optimistic, citing how popular the beauty vertical is on YouTube. “StyleHaul has one of the highest engagement rates in the YouTube community,” says Goldwyn.

If picked up, the plan is for the half-hour show to debut in the fall of 2015. The cast has not been set yet, though it’s likely to feature some of the biggest names in the StyleHaul network. Top stars in the beauty MCN include Zoella (pictured above), as well as the recently signed Raye Boyce (ItsMyRayeRaye) and Alyssa Forever (Curly by Nature), though none of these ladies have been confirmed to appear in “Survival.” According to Goldwyn, the combined reach of the final talent roster will fall somewhere between 10 to 16 million subscribers.

Working in tandem with Trium, which has a long track record in producing docu-reality programming (NBC’s “The Biggest Loser,” AOL’s “Making a Scene with James Franco”), StyleHaul will use its scale and talent to also creatively support and market the show, says Goldwyn. At the present, the network claims more than 200 million subscribers across 5,000+ channels.

“Survival of the Clickiest” will be executive produced by Mark Koops, Eric Day, Ronak Kordestani of Trium, and Stephen Lentini of Lentos Brand.

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