Time Inc. Chases Digital Celebs With ‘Instant’ Video Publication | Variety

Short, shareable videos designed for mobile viewing will be about and created by Internet stars

Time Inc. is looking to reinvent the celebrity fanzine for Generation Z.

The media and publishing firm is training firepower on digital talent like PewDiePie, Tyler Oakley, Smosh and Lele Pons with “Instant,” a new video-only publication dedicated to covering the lives and creative projects of the Internet famous.

The company plans to show off Instant at VidCon 2016 next month in Anaheim, Calif. The publication will include news, features and exclusives about — and created by — top influencers on YouTube, Snapchat, Instagram, YouNow, Vine and other platforms. Instant will be designed for mobile web browsers with content presented in a continuous video stream (with no app download required).

“Digital artists are the most explosive and addictive phenomenon in celebrity and entertainment today,” said Will Lee, digital editorial director for People and Entertainment Weekly. “Instant will be the first and foremost platform for and by these creators, with a beautiful new consumption experience for our audience.”

Source: Time Inc. Chases Digital Celebs With ‘Instant’ Video Publication | Variety

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