Henkel’s trendy hair care and styling brand, göt2b, is co-producing an online series about EDM — electronic dance music. It’s designed to reach Millennial and Gen-Z audiences.

Henkel is partnering with Shaftesbury on the project — a nine-part scripted short-form series called Turning the Tables, starring emerging artists Lanie McAuley and Donna Benedicto. The 9 x 5mins series is the latest in a slate of branded entertainment titles Shaftesbury has created for global retail and lifestyle brands.

Manuela Emmrich, US marketing director/hair, U.S., Henkel says, “göt2b is a styling & color brand inspired by urban street styles…Our products enable people to express themselves in an individual and authentic manner. We were so excited for the opportunity to partner with Shaftsbury to enhance our digital acceleration efforts and connect with consumers in a new way.”

Emmich continues, “With this partnership, we are bringing the brand essence of göt2b to life in a fun and engaging way — and are one of the few brands to engage and entertain consumers with a scripted short-form series.”

Liz Levine, producer, writer and director of Turning the Tables, says, “Branded entertainment is the new frontier for creators and Shaftesbury is leading the charge. Building projects this way ensures that we can create stories that we know are targeted towards, and will resonate with, our specific audience.”