Street culture site Mass Appeal is adding a new digital series to its roster of original programming, but unlike its other shows, which appear on YouTube and massappeal.com, this one will revolve around Instagram and the recently introduced Instagram Video.
“What The Hec?,” which Mass Appeal claims is the first animated series to appear on Instagram, features sketches focused on pop culture and hip-hop trends as drawn by Mass Appeal illustrator Hectah Arias. The series so far has parodied rappers like Drake, Kendrick Lamar, and Rick Ross.
Earlier this year, Maker Studios had inked a deal with the urban site to develop branded content. The partnership would have Maker help Mass Appeal develop a web series that examined music video production.
Since kicking off “What The Hec?” on the Mass Appeal Instagram, the social media account has seen a 107% increase in “likes” and a 3,552% increase in comments for top videos.