Those who enjoyed Maroon 5’s video for “Sugar” will soon have a lot more to enjoy. Think ‘Sugar’ + The Wedding Crashers on steroids, directed by Adam Levine.
Maroon 5’s frontman, Adam Levine, will be executive producing a new web series inspired by the hit video. The series will air this summer on YouTube’s pay-per-view channel, Premium.
At this stage, there’s no mention of YouTube Music, despite the nascent platform’s high-profile push. That raises some questions over a lost opportunity, and could highlight the fairly fractured beast that is YouTube.
Set to premiere on August 15th, the 8-episode YouTube Premium web series — which is also called “Sugar” — will go far beyond Levine and Maroon 5. It will actually feature a different musical artist in each show.
The following artists are scheduled to appear during the course of the series:
- Blake Shelton
- Snoop Dogg
- Charlie Puth
- Kelly Clarkson
- A$AP Ferg
- 5th Harmony
- Bad Bunny
The premise of the show is simple: in every episode, a music star will surprise a fan who has helped empower their community in some special way.
The artist will surprise this fan by crashing one of their personal events, before giving them a performance that they will likely never forget. The premise comes from the music video, which has so far received around 2.5 billion views.
In the video, the band infamously crashes a number of weddings.
Adam Levine’s 222 Productions will be executive producing this show in conjunction with Renegade 83, which is a subsidiary of eOne. Also involved in the series as executive producers are the following people:
- David Dobkin
- Jay Renfroe
- David Garfinkle
- Megan Wolpert Dobkin
- Josh Gummersall
- Todd Yasui
The most notable person on this list is David Dobkin, who was not only the director of the “Sugar” music video, but who also was the director of the film The Wedding Crashers.
That’s hardly a surprise given thematic similarities. But Dobkin he will not be directing the web series, which will be be directed by Alex Van Wagner.
Separately, YouTube Music is slowly lifting off the tarmac. But no word on early subscriber numbers yet.