Gwyneth Paltrow lands show with will.i.am
Gwyneth Paltrow is teaming up with will.i.am for a new reality show.
The 43-year-old actress – who has her own lifestyle brand, Goop – and the Black Eyed Peas star will be joined by entrepreneur Gary Vaynerchuk on ‘Planet of the Apps’, a new series co-produced by Propogate and Apple that will see the trio serve as mentors and advisors to app developers.
Executive producers Ben Silverman and Howard T. Owens said in a statement: "We are thrilled to collaborate with Gwyneth, Gary and will.i.am on ‘Planet of the Apps’.
"Starting a new business is not easy. Our team of advisers are entrepreneurs who have each launched and built successful brands and can tap into their personal experience to offer advice to the app developers selected for the series."
Gwyneth hopes she and her co-advisors can put their expertise to good use on the show.
She said: "Developing and launching a business based on your own original idea can be exhilarating, but intimidating.
"This is a great opportunity to be a part of a series that lets us use our experiences to help app developers break through and create viable businesses that will impact peoples’ lives."
And tech-loving will – who is also a coach on ‘The Voice UK’ – is hoping to unearth talent to help "shape the future".
He said: "As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine.
"We are searching for entrepreneurs with the vision to shape the future, solve real problems and inspire change within our daily lives."
Applications for the show are being accepted via the programme’s website until August 26.
The new venture comes a week after Gwyneth admitted she hopes to eventually separate herself from Goop as she fears she holds the company back.
She said: "More and more, I would like it to be its own brand.
"My dream is that one day no one will remember that I had anything to do with it.
"I always think, ‘How can I grow the brand? How can I separate myself from the brand?’ And I think it’s going to be more its own brand."