Snapchat has partnered with reality TV company Bunim-Murray Productions on a docu-series called Endless Summer, which will debut in the app this September, and feature YouTube creator Summer Mckeen.
The show will expand Snapchat’s original programming line-up, and is the first to be soft-scripted. Mckeen is a fashion vlogger and the series will follow her life in Laguna Beach. It’s aimed at Snapchat’s core 18-24 year old demographic.
The soft-scripted show is another step towards Snapchat’s goal of playing serialized, scripted programming though the app, which it plans to have showing by the end of the year. For Endless Summer, each show will last about five minutes, and the series will run for 12 episodes.
Snapchat’s director of content programming, Sean Mills, told Variety that it’s one of several shows in production at Snapchat, all in different styles and with varying levels of production quality — ranging from shot on smartphones to being, “More cinematic.”
Bunim-Murray Productions is known for shows including The Real World and Keeping Up With the Kardashians. It approached Snapchat with the concept for Endless Summer.