Next in Media – "Inside Kevin Hart’s Heartbeat with Janina Lundy"

Host: Mike Shields
Guest: Janina Lundy, EVP and Head of Marketing & Brand Partnerships, Heartbeat
Date: October 14, 2025

Episode Overview

In this episode of Next in Media, host Mike Shields sits down with Janina Lundy, EVP and Head of Marketing & Brand Partnerships at Heartbeat, the entertainment company founded by Kevin Hart. The discussion centers on the changing landscape of branded content, Heartbeat’s strategy for infusing comedy into both entertainment and advertising, the evolving nature of brand integrations, and the challenges/opportunities for brands in today’s media and streaming marketplace.

Key Discussion Points and Insights

1. Heartbeat’s DNA and Company Vision

• Origin & Structure: Heartbeat was formed from the merger of LOL Network (distribution) and Heartbeat (production/studio) about three years ago. This was designed to give Kevin Hart and up-and-coming comedic talent more creative ownership and to build a talent-led business that bridges comedy, advertising, and culture.
  • “It's also to take some of the success that Kevin himself has seen and take that DNA and sort of pass it on to other emerging talents.” (Janina, 00:11 & 02:48)
• Focus: Creating multi-platform content at the intersection of comedy and culture, with an emphasis on nurturing new comedians and crossing entertainment with brand partnerships.

2. The Branded Content Marketplace

• Types of Brand Projects: Ranges from traditional commercials to deeply integrated content and full co-productions where the brand can be subtly or heavily present. For example:
  • Feature Film Spotlights: Full-length movie Group Therapy (Amazon), funded by AXA, addressed mental health using humor—AXA was never mentioned overtly in the film but the messaging was core to the narrative. (05:56)
  • Comedy Format with Product Integration: “Cold as Balls”, now in its 12th season, with very visible Old Spice branding, but self-aware and comedic about the integration. (06:58)
• Brand Involvement: Many brands “want to be in this space, but don't necessarily know how.” Heartbeat guides partners on different integration options, co-creation, and the advantages of both subtle and more overt brand presence. (04:25)

3. Evolving Approaches to Brand Integration

• Flexible Tactics: From subtle (e.g., a brand is personified as a character) to overt placements, even producing multiple versions for different use cases—one more organic, another more “paid.” (07:45)
  • “We have this idea of brands can be movie stars too. So how can we personify the brand?” (07:45)
• Balancing Brand and Creative Needs: The tension between delivering for the brand’s marketing/window needs and maintaining comedic integrity is managed by cross-functional experience.
  • “We're going to need to turn the brand up here...They're going to want to see the brand in the first three seconds. ...Also, zoom in on the machine. Right.” (Janina, 13:26 & 13:55)

4. Comedy’s Role and Brand Sensitivities

• Comedy in the Cancel Culture Era: Brands sometimes worry about edginess and backlash in comedy. Heartbeat’s track record and industry expertise offer reassurance and guidance.
  • “We have a lot of trust within the brands that we're working with. ...We kind of let the artists go [on the standup side].” (12:56, 14:13)
• Finding Talent: Heartbeat sources both traditional comedians and creators (on/off camera, writers, etc.), leveraging Kevin Hart’s own networks. (10:15)
  • “...our founder and leader being one of the biggest comedians in the world. So he's also looking at talent...and passing them on to us.” (10:15)

5. Distribution and Maximizing Reach

• Heartbeat’s Owned and Partner Networks: The company distributes content via the LOL Network YouTube channel, FAST (free ad-supported TV) channels (e.g., Samsung, Roku), audio with Sirius, plus deals with Netflix, Peacock, Hulu, and more. (14:51)
• Distribution Decisions: Heartbeat navigates brand preferences for “premium” platforms, educating clients about YouTube’s reach and shifting viewer behavior.
  • “We find a lot of success in YouTube. That's where the audience is and we're doing more premium content ... both short and long form.” (16:19)
  • Example: Caddy and the Kid with Ken Griffey Jr.—a premium, 40-minute golf travel show living on YouTube with brand and platform partnership. (17:18)

6. Brand Funding & Metrics

• Who Funds and Drives Content?: Opportunities and leads come via agencies, direct brand conversations, influencer teams, or entertainment teams, with budgets often sourced from various brand pots (social, influencer, creative, etc.). (11:35)
  • “They're coming all different ways.” (11:35)
• Measurement & Accountability: No universal metric; Heartbeat collaborates with each brand to align on metrics—awareness, engagement, awards, direct response, etc.—incorporating content into holistic marketing plans.
  • “We're building what the metrics are dependent on the brand. So different brands have different things that they're looking for.” (18:15)
• ROI Pressure: The landscape is “outcomes-driven”, but not everything is instantly shoppable or tied to direct results.

7. Trends in Comedy Formats and Talent

• Where Comedy is Headed:
  • Sketch Comedy is resurging, fuelling a fusion of comedy with music, sports, and even beauty.
  • Comedy + Sports is a major focus—leveraging the universality of sports to draw audiences (20:52).
  • Music and Comedy: Even non-comedians like Cardi B blend humor into albums, offering crossover appeal.
• Brand-Driven Sitcoms?: Parody and nostalgia pieces (like a faux-90s sitcom for Pampers) occasionally appear, but format preferences evolve with platforms and viewing habits. (21:34)

8. Advice for Brands

• Modular Content Creation: Investing in entertainment-side projects doesn’t have to cost more than a traditional TV commercial—and the content is flexible for repurposing in various marketing channels. (22:16)
  • “You can invest here on the entertainment side and it's not really a much bigger investment than you'd be making on your traditional TVC...” (22:16)
• Experimentation: Brands shouldn’t feel limited; working with companies like Heartbeat enables them to test, learn, and evolve formats and messages, leveraging the holistic, modular model of branded content production.

Notable Quotes & Memorable Moments

• On brand involvement in comedy:
  • “A lot of brands want to be in this space, but don't necessarily know how they want to be in the space.” — Janina Lundy (04:25)
• On the power of subtle integration:
  • “It's very rare to have a brand that shows up in the way that AXA did for that. I mean that's, that's an extreme.” — Janina Lundy (07:20)
• On the changing view of YouTube as ‘premium’:
  • “A lot of brands still don't see it as premium and it's a conversation that we're having on a consistent basis...” — Janina Lundy (16:19)
• On collaborating across creative and branding:
  • “You're going to need to zoom in on the brand here. They're going to want to see the brand in the first three seconds...Also zoom in on the machine. Right.” — Janina Lundy, relaying a cross-functional dialogue (13:26, 13:55)
• On modularity and efficiency:
  • “It's all really modular...It's not an either or. There's a way to kind of do this all together in one, one fell swoop.” — Janina Lundy (22:38, 22:53)

Key Timestamps for Important Segments

• 00:11 & 02:48 – Discussing Heartbeat’s origins and the talent-led company trend
• 04:25 – 07:45 – Deep dive into examples of branded content: subtle, overt, and innovations in integration
• 10:15 – Sourcing and evolving comedy talent
• 12:56 & 13:26 – Building trust with brands, handling comedy’s risks
• 14:51 – 17:49 – Distribution strategies and the evolution of 'premium' via YouTube and streaming partners
• 18:15 – 19:41 – How Heartbeat aligns on metrics and measures branded content success
• 19:58 – 21:16 – Current trends in comedy—formats, mixing genres, expanding into sports/music
• 22:16 – 22:53 – Advice to brands on investment strategies and the modular advantage of modern branded content

Conclusion

Janina Lundy provides a dynamic look into how Heartbeat leverages Kevin Hart’s comedic sensibility and industry pull to create innovative, effective, and wide-reaching content for brands. The company is at the crossroads of culture, comedy, and marketing, ready to educate, co-create, and help brands be bolder—while still balancing business objectives with creative ingenuity.