Viceland Partners with Cadillac on New Series, HUSTLE, Produced by Alicia Keys
VICE Media's youth lifestyle cable channel, VICELAND, is partnering with Cadillac on a new aspirational docu-series HUSTLE created by Beth Greenwald with executive producers Alicia Keys and Chef Marcus Samuelsson. The eight-episode series is set to premiere February 10 at 9PM.
The show, currently in production in New York City, stars John Henry, a Dominican-American business wunderkind who by 25 has already sold his first company, launched a venture capital fund in Harlem, and has been listed on Ebony's 2018 "Power 100" and as one of Forbes Magazine's "30 Under 30" for 2019.
After founding and later selling that first business, Henry made a commitment to give back in his community through Harlem Capital, a diversity-focused venture capital firm on a mission to invest in over 1,000 diverse founders over 20 years.
Each episode of HUSTLE features Henry meeting a NY based entrepreneur, deep diving into their business and pinpointing the exact issues holding them back. Henry gives them personalized marching orders while setting up opportunities for their businesses that could set them on a new trajectory...if they can take advantage of them.
HUSTLE puts Henry's mission of empowering diverse young entrepreneurs on its feet and into the street. That mission has attracted two celebrity entrepreneurs and bona fide New York success stories as executive producers: 15-time Grammy Award-winning singer-songwriter, musician, producer, actress, best-selling author and activist Alicia Keys and multiple award-winning chef and restaurateur, TV personality, best-selling author and philanthropist Marcus Samuelsson.
Said Keys: "New York City is the greatest city in the world! It's the concrete jungle where dreams are made of...as a fellow New Yorker and businesswoman I love how Hustle shows the insane amount of hard work, sacrifice and pure faith it takes to make a small dream turn into a big reality," adding, "John Henry is the perfect anchor. His personality is genuine, infectious and his business perspective brings an energy to the show that separates the real from the fake."
Samuelsson, who's based his restaurant EMPIRE in NYC's historic Harlem neighborhood, echoes the sentiment: "John perfectly embodies the hustle of Harlem, exactly what makes it so dynamic and unstoppable. It's incredible to witness someone so young with such an inclusive perspective take such an active role in improving his community."
The series will also showcase the first-ever Cadillac XT4 crossover and marks a unique co-producing partnership with Viceland and Cadillac, a first for the automaker. "Cadillac is an aspirational brand with innovation and imagination at its core and is committed to supporting diverse creators and innovators around the world," stated Deborah Wahl, Cadillac Chief Marketing Officer, adding, "As co-producer of HUSTLE, we are proud to provide tangible help to young entrepreneurs, while delivering entertaining content that transcends BEYOND product placement and truly empowers the next generation of Cadillac drivers."
In addition to Keys and Samuelsson, the show is executive produced by longtime television executive turned independent producer Beth Greenwald's Wax World Media ("Insane Pools," "Upload with Shaquille O'Neal," "Pimp My Ride") and Mark Perez ("Road Rules," "Celeb Rehab" and "3AM") and Susan Lewis alongside Marcus Samuelsson Group partner Derek Evans and Patrick Moses for VICELAND.