Sofia Vergara Co-Founded Raze, Launches Mobile Video Platform
Programming for the new platform, which is targeting Latinos, includes unscripted series starring Sebastian Villalobos and Mario Ruiz.
A new mobile video service from Modern Family star Sofia Vergara is looking to attract young Latino audiences through a slate of original programming featuring digital stars.
Raze, which Vergara co-founded in January with longtime business partner Luis Balaguer and former Fox executive Emiliano Calemzuk, has launched with seven new shortform series that span the news, lifestyle and beauty genres.
Among its programs is Raze Camp, in which YouTube stars Sebastian Villalobos, Luisa Fernanda, Mario Ruiz and Juan Pablo Jaramillo visit an air base in Tolemaida, Colombia, to learn what it takes to be a soldier. Ruiz also hosts a series in which he interviews guests from extreme locations. Other projects include dance-centric Sinchronicity, Bogota-set Foodie Hero With Juana Martinez, beauty series Look and interview show By Me. In Paisa Soccer Experience, meanwhile, online influencer Paisa Vlogs explores the soccer clubs of Latin America.
"Raze was created to address a void in programming for Latino millennials," said Calemzuk, who is serving as the CEO of Raze. He added that the goal of Raze is to help young Latinos "find content that appeals to them and is reflective of their own experience."
The mobile platform is just one piece of the Raze business. The company also is producing TV projects, and in January it debuted Her Name Was Dolores — the Jenni I Knew, produced in partnership with BTF and Dhana Media, on Univision.
Los Angeles-based Raze counts UTA and Ziffren Brittenham as founding partners. It has received financial backing from Greycroft Partners and Raine Ventures.