Viceland is taking a dip into the startup space with its newest show, Hustle. Just wrapping up production in New York City, the series stars John Henry, a Dominican-American business owner and investor who by 26 has already sold his first company and launched a venture capital fund named Harlem Capital.
The premise of the show is surrounding the new entrepreneur and what it takes to successfully launch a company and get it off the ground. Henry seeks out other New Yorkers, like himself, and helps them turn their business into startups with true potential, pinpointing the exact issues holding them back. He gives them guidance, direction, and resources but, not without putting them to the test. His goal is to set them up with opportunities for their businesses that could potentially catapult them, but it really is up to them whether they sink or rise to the challenges.
So why did Henry take on the challenge of mentoring entrepreneurs in a docu-series format? “When Beth Greenwald originally came to me with the essence of this idea, I knew I wanted to be involved,” Henry told Black Enterprise. “We were both passionate to produce and deliver an authentic look at the entrepreneurial journey. Silicon Valley’s narrative has been well documented. But what about the entrepreneurial journey of the rest of the country? And particularly, diverse business owners and entrepreneurs whose perspective has often been overlooked. Thus, Hustle was born.
Hustle puts Henry’s mission of empowering diverse young entrepreneurs on its feet and as he states, “gives the world a new perspective.” That mission has attracted two celebrity entrepreneurs and bona fide New York success stories as executive producers: 15-time Grammy Award-winning singer-songwriter, musician, producer, actress, best-selling author, and activist Alicia Keys and multiple award-winning chef and restaurateur, TV personality, best-selling author and philanthropist Marcus Samuelsson. The show premieres Feb. 10.
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