Time Inc. launches ‘Instant,’ a video-centric mobile platform focused on digital artists

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Time Inc. launched “Instant,” a new mobile platform designed to deliver a native-app-like experience filled with content from popular internet personalities. Daily editions of Instant will feature short, shareable videos called “Instants” on topics such as entertainment, beauty, fashion, food and social media.

At VidCon, Instant released its “Launch Squad,” a select group of digital artists, such as Baby Ariel, Teala Dunn and Jake Paul, who will create original content for and be featured on the platform. Degree Deodorant also announced that it’s the exclusive advertising partner for the new platform and will provide advertising content to support and generate buzz around new offerings.

“We’re thrilled that Instant is live and that we can finally share its vibrant, addictive experience with our audiences,” said Will Lee, digital editorial director for People and Entertainment Weekly. “With an all-star editorial team led by editorial director Kirstin Benson, our launch squad of exceptionally talented digital artists, and a partner like Degree Deodorant, Instant is a product we are tremendously proud to reveal to the world.”

In addition to the launch of Instant, the site will have host a set of original series around “the lives and projects of digital celebrities,” including:

You Should Follow: From dancers, musicians and digital artists, this series will unearth mesmerizing social up and comers who are on the brink of becoming the new famous.

Just the Tip: Digital artists, celebs, and Instant editors provide the essential tips and tricks on how to instantly become the next big social star or digital guru.

The Instant Mix: An expertly curated set of covers of the hottest tunes to get you up in the morning, sometimes by a surprise musical guest or DJ.

Around the World In an Instant: Audiences will discover the best new digital artists overseas, cultural phenomenons, and global movements that are taking the web by storm.

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