Gwyneth Paltrow, Will.i.am Join Apple's 'Planet of the Apps'
They will serve as mentors and advisers alongside entrepreneur Gary Vaynerchuk.
The app developers who star in Apple's upcoming unscripted series Planet of the Apps will have some help from a trio of well-known entrepreneurs.
The series has tapped Gwyneth Paltrow, will.i.am and entrepreneur Gary Vaynerchuk to serve as mentors and advisers, with Paltrow and will.i.am also serving as executive producers on the project.
Each mentor brings a slightly different perspective on technology to the table. Paltrow, known for her roles in Shakespeare in Love and The Royal Tenenbaums, is the founder of lifestyle website Goop. Will.i.am, the frontman for The Black Eyed Peas, founded i.am+ as a studio for new technologies that include a smartwatch and Bluetooth headphones. Vaynerchuk, a prolific angel investor, is the founder and CEO of digital agency VaynerMedia.
Paltrow calls the process of developing and launching a business "exhilarating but intimidating," adding that her participation in the show "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." Will.i.am adds: "As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine. We are searching for entrepreneurs with the vision to shape the future, solve real problems and inspire change within our daily lives."
Planet of the Apps, one of Apple's first original television projects, will explore app culture and the developers who create the apps that appear in Apple's store. Apple is producing alongside Propagate, with the production company's founders, Howard T. Owens and Ben Silverman, executive producing. Veteran reality TV producers Craig Armstrong, Rick Ringbakk and Charles Wachter will serve as showrunners and executive producers.
"We are thrilled to collaborate with Gwyneth, Gary and will.i.am on Planet of the Apps," Silverman and Owens said 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."
Propagate and Apple are looking for developers interested in appearing on the show. The producers have also teamed with website Product Hunt on a four-city tour to meet with tech entrepreneurs, which kicked off in San Francisco and Los Angeles.
Apple recently announced plans to exclusively stream Carpool Karaoke, based off the popular segment on The Late Late Show With James Corden, on Apple Music. The tech giant has also filmed a project with Dr. Dre.