Hot off the premiere of “Mechanic Ressurection,” actor Jessica Alba has signed on as a mentor and advisor for Planet of the Apps. The series is a new unscripted series co-produced by Propagate and Apple. Lightspeed Venture Partners also joins the series as the venture capital partner for the show. The announcement was made by executive producers Ben Silverman and Howard T. Owens of Propagate.
Alba, who will also serve as an executive producer, joins Gwyneth Paltrow, will.i.am and Gary Vaynerchuk, who were previously announced as mentors and advisors for the series. Paltrow and will.i.am will also executive produce the project.
“We are so excited to have Jessica join the Planet of the Apps team as a mentor and executive producing partner. Her business insight and experience as an entrepreneurial visionary will be invaluable to the app developers selected for the series,” said Silverman.
“I started The Honest Company because I saw an opportunity in the market for a brand that spoke to conscious consumers and created safe and effective products for every need,” said Alba. “As a mentor on Planet of the Apps, I’m looking forward to meeting entrepreneurs looking to address a problem with an innovative solution, and to help them realize their vision. I can’t wait to see the ideas the app developers bring to the table.”
“We searched far and wide for a venture capital firm at the forefront of the tech industry to partner with on Planet of the Apps, and had many different VC players approach us,” said Owens. “We are very fortunate to have Lightspeed join the series in this capacity. Lightspeed and Jeremy Liew, who leads the firm’s consumer investing practice, are recognized as top investors who can identify and help nurture some of the most lasting and meaningful tech companies in the world. Our partnership ensures that this is a once-in-a-lifetime opportunity for new business creators and that this show is truly the first of its kind.”
“Consumer technology has become popular culture, as our portfolio companies like Snapchat have demonstrated,” said Jeremy Liew, Partner at Lightspeed Venture Partners. “We’re excited to work with Apple and visionaries from the tech and entertainment space to discover and enable the next generation of apps that will also become popular culture.”
Jessica Alba is Founder and Chief Creative Officer of The Honest Company (Honest.com) and Honest Beauty (HonestBeauty.com). She is also an actress, advocate, and New York Times bestselling author. Founded in 2012, The Honest Company was launched with a mission to inspire and empower people to live a happy and healthy life. Honest provides safe and effective products across a wide range of consumer categories, including baby, personal care, home care and vitamins & supplements. Honest Beauty is a comprehensive prestige collection of clean, high performance skincare, makeup and haircare products. Since its inception, the mission-driven Company has donated over five million products and over 11,000 employee participation hours through its Honest to Goodness program. In 2013 Jessica authored the New York Times bestselling book, The Honest Life, a practical guide to inspire a safe and healthy life. Jessica appeared on the cover of Forbes’ “Self-Made Women” issue and was among the top twenty of Fast Company’s 100 Most Creative People in Business, one of CNBC’s Next List of Rebels, Leaders and Innovators, and one of Fortune’s 10 Most Powerful Women Entrepreneurs.
Planet of the Apps delves into the world of apps and the developers who create them. The series is executive produced by Ben Silverman, Howard T. Owens, will.i.am, Gwyneth Paltrow and Jessica Alba. Craig Armstrong, Rick Ringbakk and Charles Wachter will serve as showrunners and executive producers.