Will Packer Media Set to Produce First Project from Overall Talent Deal with That Girl Lay Lay
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HOLLYWOOD–(BUSINESS WIRE)–Nickelodeon today announced the greenlight of That Girl Lay Lay (working title), a new comedy series starring teen sensation and hip-hop artist Alaya “That Girl Lay Lay” High. The series (13 episodes) marks Nickelodeon’s first project under an overall deal with That Girl Lay Lay to develop original multiform programming and music initiatives, and build a cross-category consumer products business. Produced by record-breaking producer Will Packer (Little, Ride Along) and Will Packer Media (Bigger), the series is set to begin production this spring, with a premiere slated for this summer on Nickelodeon.
Created by David A. Arnold (Side Hustle, Fuller House, Bigger), That Girl Lay Lay follows Lay Lay (That Girl Lay Lay), an avatar from a personal affirmation app that magically comes to life, and her best friend Sadie as they navigate life as teenagers and discover who they truly are.
“We’re so excited to have That Girl Lay Lay star in a series that’s just as fierce and funny as she is,” said Zack Olin, Senior Vice President, Live Action. “At its heart, the show David A. Arnold created is about staying true to yourself, and with the immensely talented Will Packer producing, we just know that viewers are going to immediately fall in love with this series.”
“That Girl Lay Lay is a multitalented force of nature destined for mega stardom. I’m so excited about what she represents as a talented African-American girl with her own platform to showcase her unique abilities,” said Will Packer. “David A. Arnold has crafted the right show at the right time and Nickelodeon is the perfect partner.”
In That Girl Lay Lay, phone avatar Lay Lay is the perfect hype girl and best friend that anyone could ever want from their personal affirmation app. Struggling to make her mark at school and needing a best friend to talk to, Sadie wishes upon a star that Lay Lay was real and could help teach her how to stand out. When her wish comes true and Lay Lay is magically brought to life, the two friends learn that when they are together, they can accomplish anything.
In addition to her new comedy series, Nickelodeon’s comprehensive strategy for That Girl Lay Lay includes supporting her music career and an exclusive line of consumer products, with merchandising agreements spanning categories such as fashion, accessories, publishing and more.
That Girl Lay Lay is a social media star and hip-hop prodigy who has taken the world by storm with her infectious energy and sharp rhymes. She has been writing, producing, rapping and singing since the age of five, and at age 11 became the youngest female rapper to sign a recording deal and create her own imprint, Fresh Rebel Muzik/EMPIRE. Her music videos garner millions of views, with her smash hits “Mama” and “Supersize XL” having amassed close to 90 million views on YouTube to date between the two.
That Girl Lay Lay is produced by Will Packer Media (Bigger), with Will Packer (Little, Ride Along) and Carolyn Newman serving as executive producers and Toy Monique Hawkins overseeing. The series is created and executive produced by David A. Arnold (Side Hustle, Fuller House, Bigger), who also serves as showrunner. John Beck & Ron Hart (Side Hustle, Fuller House, Liv and Maddie) serve as executive producers. Production of That Girl Lay Lay for Nickelodeon is overseen by Zack Olin, Senior Vice President, Live Action, and Shauna Phelan, Senior Vice President, Live-Action Scripted Content.
About Will Packer Media
Led by Hollywood producer Will Packer, Will Packer Media is a first-of-its-kind production and branded content company focused on the New American Mainstream audience. In partnership with Discovery, Inc. and Universal Pictures, the company produces episodic scripted and unscripted series across television and digital platforms, compelling content for brand clients, and short-form digital content for millennial audiences. Will Packer’s films have earned more than $1 billion, with ten openings at number one at the box office.
Nickelodeon, now in its 41st year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The brand includes television programming and production in the United States and around the world, plus consumer products, digital, location-based experiences, publishing and feature films. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of ViacomCBS Inc. (Nasdaq: VIACA, VIAC).
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