New Vertical Content Studio And Platform aTwist Launches Original Daddy Yankee And Visa Series With Support From 200% Media

The new premium vertical content studio and platform, aTwist, founded by three former Hollywood executives; Jana Winograde, Susan Rovner and Lloyd Braun; is launching the original vertical series, La Postal: Written in the Dance, with Daddy Yankee and Visa. The project, which is part of the artist’s new album La Postal, was produced in collaboration with 200% Media.

“When we looked for partners to help bring the microseries to life, Mari (Urdaneta), Nelly (Guzmán) and 200% Media were a natural choice. They have been essential to ensuring that the production authentically reflects the community it is aimed at. This type of partnership is what allows us to build genuine bonds and create a true connection with audiences,” said Jana Winograde, CEO and Co-Founder, and Susan Rovner, CCO and Co-Founder, both of aTwist.

Susan Rovner, CCO and Co-Founder of aTwist

La Postal: Written in the Dance will function as a cinematic extension of Daddy Yankee’s new album, bringing its themes of love, music and connection to the screen through a serialized, immersive narrative experience. The microseries expands the La Postal universe through an entertainment proposition based on a story designed to connect with fans across multiple platforms.

The microseries will premiere under a joint, exclusive distribution model on Daddy Yankee’s YouTube channel and on aTwist, on Tuesday the 3rd. The aTwist platform will also offer exclusive content, including a behind-the-scenes look at the making of the microseries and an exclusive interview with Daddy Yankee.

The series will be available upon launch in select English- and Spanish-speaking markets, including Mexico and Spain. Its availability in other international markets will be announced at a later date.

La Postal: Written in the Dance, set to the soundtrack of the album La Postal, presents a high-stakes dance competition in Puerto Rico, where two former lovers, now with other partners and part of rival dance teams, are forced to reunite. As the chemistry between them reignites, they uncover the lies that drove them apart and realize that the ultimate prize is not just a spot on Daddy Yankee’s tour, but also a second chance at the love they never forgot. Original choreography is by Karina Ortiz.

“Telenovelas have shaped the way generations of Latinos live and experience love stories. With La Postal: Written in the Dance, I wanted to embrace that tradition and bring it into a new format through music and dance. This microdrama brings the universe of my new album, La Postal, to life through a love story set in San Juan, with original choreography and an incredible team of young local talent from Puerto Rico: dancers, actors and creatives who brought all their energy and passion to the project,” said Daddy Yankee.

“aTwist’s collaboration with Daddy Yankee and Visa represents the evolution of microseries within the entertainment landscape. This collaboration demonstrates the enormous potential of microseries to become a powerful tool within entertainment franchises and brand narratives,” said Winograde.

“With Daddy Yankee’s La Postal, we are creating much more than a companion piece to an album: we are building a cinematic narrative experience that allows fans to immerse themselves in the universe behind the music,” said Rovner.

Mari Urdaneta, Executive Producer of the series and CEO of 200% Media

“Music has always been a catalyst for connection: between artist and listener, between fans and their friends, and between communities. Visa brings that spirit to life, connecting fans with the experiences, passions, people and moments they love. We are proud to partner with Daddy Yankee and aTwist to meet this moment and deliver an experience of true value, reaching fans wherever they are and moving them in a way that only music and culture can,” said Miren Vicente, Head of Marketing for Visa Latin America and the Caribbean.

WHAT IS ATWIST?

aTwist launched on September 3, with a slate of original microseries already available on its platform, spanning scripted, unscripted and animation genres, in addition to a selection of catalog content.

aTwist’s founders are prominent former Hollywood executives: Winograde, CEO and former Chairman of Showtime; Rovner, former Chief Creative Officer and Chairman of NBCUniversal Content and of Warner Bros. Television; and Braun, Executive Chairman and former Chairman of ABC Entertainment Group, as well as former Chairman of WME.

aTwist is available for download on iOS and Android devices. Users can watch select episodes for free with advertising or unlock full seasons through virtual coins or a subscription. The platform is available in Australia, Canada, India, Ireland, New Zealand, the Philippines, the United Kingdom and the U.S.