In this episode of Next in Media, Mike Shields sits down with Janina Lundy, EVP and Head of Marketing & Brand Partnerships at Hartbeat, the production company founded by comedian and actor Kevin Hart. Heartbeat has become a creative force at the intersection of comedy, culture, and branded entertainment — developing hit shows like Cold as Balls with Old Spice and original films like Group Therapy with AXA.
Janina and Mike discuss how Hartbeat helps brands navigate the tricky but powerful blend of humor and marketing, the rise of brand-funded entertainment, and why comedy isn’t dead — it’s just evolving. From collaborating with emerging comedians to educating brands on YouTube’s premium value, this episode explores how Heartbeat is redefining what it means to be a talent-led media company in 2025.
Key Highlights:
🎬 From Ad Agencies to Entertainment: How Janina ’s 20+ year career in advertising and media led her to bridge the gap between brands and comedy at Heartbeat.
😂 Comedy + Culture: Why Heartbeat sits “at the intersection of comedy and culture” — and how humor can bring levity to topics like mental health or allergies without losing authenticity.
💡 Brand-Funded Entertainment: Behind-the-scenes of Group Therapy — a feature-length film on Amazon created with AXA and WPP, blending purpose-driven storytelling with laughs.
🏆 Award-Winning Collaborations: How Hartbeat projects like Group Therapy have earned Cannes Lions, proving that branded entertainment can also be creative entertainment.
🧊 100+ Episodes of “Cold as Balls”: The hit Old Spice–backed series with Kevin Hart in an ice bath interviewing athletes — now in its 12th season.
📺 Distribution Power: Why Hartbeat LOL Network gives them a unique edge, reaching audiences via YouTube, FAST channels, SiriusXM, Netflix, Hulu, Peacock, and more.
🚀 Comedy Isn’t Cancelled: How brands can safely embrace humor even in a cautious social climate — and why audiences still crave laughter.
🎭 Comedy’s Next Wave: Sketch, music-comedy fusion, and emerging creators — how Heartbeat is nurturing the next generation of comedic talent.
Resources & Next Steps:
🎥 Watch Cold as Balls on YouTube (presented by Old Spice)
📺 Stream Group Therapy on Amazon Prime Video
🎧Subscribe to Next in Media on Apple Podcasts
Episode Breakdown:
00:00 Intro
00:48 Meet Janina Lundy & Heartbeat
02:00 How Heartbeat Was Born
03:10 Kevin Hart’s Vision for Creators
04:20 Co-Creating with Brands
05:15 Group Therapy: Comedy Meets Mental Health
06:40 The New Branded Storytelling
07:20 When Brands Become Movie Stars
08:30 Finding the Next Great Comedians
09:45 Balancing Creativity & Business
11:20 How Brands Reach Heartbeat
13:00 The Fear of Being Funny
14:00 Keeping Brands & Artists Aligned
15:00 Inside LOL Network & Distribution
16:10 Why YouTube Is Premium Now
17:20 Heartbeat’s Big Partnerships
18:10 Measuring Creative Success
19:45 The Future of Comedy
21:00 Can Sitcoms Come Back?
22:10 Smart Brand Investments in Entertainment
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