YouTube its bringing a pop-up version of its top-of-the-line digital studio concept, YouTube Spaces, to Miami, Florida via a partnership with Spanish-language network Telemundo.
The temporary space, set up at the Wynwood Warehouse Project, is intended to give the NBCUniversal-owned network’s linear stars the opportunity to partner with YouTube creators to craft original cross-platform content.
The creators will also have their chance to enter their own original telenovela scene into a Telemundo-sponsored competition. The winner will be revealed at Telemundo’s Premios Tu Mundo 2016 awards night in August.
Participating YouTubers include Sebastian Villalobos, Sandra Cires (pictured) and Mario Ruiz, with Telemundo novela stars such as Gabriel Rossi and Alexandra Pomales scheduled to make appearances.
YouTube Spaces were first established in 2012 as a way to provide online creators with access to production and editing resources. Permanent Spaces now operate in nine global locations — Los Angeles, New York, Sao Paulo, Tokyo, Toronto, Mumbai, London, Paris and Berlin.
The pop-up strategy, meanwhile, comes as Telemundo looks to invest more in digital content creation and distribution. Currently, Hispanic Americans are among the largest consumers of digital media in the country.
“Collaborating with leading YouTube creators in this first-ever ‘YouTube Pop-Up Space Miami’ allows us to discover new twists on our beloved novela format,” said Peter E. Blacker, EVP of digital media and emerging business for NBCU Telemundo Enterprises, in a statement.