Blink49 targets microdrama growth with creation of vertical-content VP role 

Toronto-headquartered Blink49 Studios has named Canadian producer and filmmaker Tieren Hawkins as its VP of vertical content.

Tieren Hawkins

In the newly created position, Hawkins will be charged with developing an original slate of vertical projects, collaborating with Blink49’s in-house brand studio, microdrama apps and more traditional platforms.

Blink49 said it already has multiple vertical projects in development with a “major” US network. Hawkins, who will work across the Canadian provinces of Prince Edward Island and Nova Scotia, is also tasked with adapting existing IP into microdramas.

Hawkins has been prolific in the microdrama space over the past 12 months, creating and producing multiple projects including Forbidden Bonds (Dramawave), which reached more than 150 million worldwide views the week it premiered, Love in the Ashes of Us (ReelShort), Thanksgiving with Mom & Dad (Dramawave), Taming the Cold CEO (Dramawave) and a project for ShortMax.

While microdramas have continued to be the industry’s biggest emerging trend over the past six months, it remains relatively rare for a production studio to appoint an exec whose sole focus is vertical dramas. That looks set to change as momentum continues to build behind the still-nascent medium, though there are notable skeptics including commentator Evan Shapiro, who this week branded it a “ponzi scheme.”

Hawkins said he has spent the past few years “focused on understanding what makes the format work at scale.”

“I’m excited to bring that experience into a studio with Blink49’s creative reach, relationships, and infrastructure, and to continue working with partners across the industry to help establish Canada as a leading hub for vertical production,” he said.

Blink49’s global president of unscripted television Tara Long added: “Tieren brings a rare combination of creative instinct and executional expertise in a format that is evolving at an incredible pace. As vertical storytelling continues to redefine how audiences engage with content, his leadership positions us to build a meaningful presence in this space from Canada outward.”