Gwyneth Paltrow Heading to Reality TV in New Apple Show 'Planet of the Apps'
By Jennifer Drysdale
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Gwyneth Paltrow is headed to the small screen.
The 43-year-old actress has signed on to join Planet of the Apps, a new series co-produced by Propagate and Apple. Paltrow, joined by Gary Vaynerchuk and will.i.am, will serve as a mentor and advisor to app developers, in addition to executive producing the series.
And if you're wondering how exactly Paltrow is qualified to "advise" app developers, we've got your answer: Goop. The Oscar winner has most definitely created a brand with her curious lifestyle advice and over-the-top holiday gift guides.
"We are thrilled to collaborate with Gwyneth, Gary and will.i.am on Planet of the Apps," executive producers Ben Silverman and Howard T. Owens said in a statement. "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."
"Developing and launching a business based on your own original idea can be exhilarating, but intimidating," Paltrow echoed. "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."
"As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine," will.i.am added. "We are searching for entrepreneurs with the vision to shape the future, solve real problems and inspire change within our daily lives."
The new show will dive into the world of apps and follow the developers who create them. And if being guided into tech success by Goop herself is next on your bucket list, you're in luck. Applications are being accepted via the show's website through Aug. 26.
It seems a foray into reality TV might be just what the doctor ordered for Paltrow, who recently implied she would like to separate from the lifestyle brand.
"More and more, I would like it to be its own brand," she explained at the Sage Summit in Chicago last week. "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," she said.