NICKELODEON GREENLIGHTS SIDE HUSTLE, A LIVE-ACTION SNAG THAT WILL HAVE YOUR KIDS WORKING OVERTIME
WITH SOCIAL MEDIA STARS ANNIE LEBLANC AND JAYDEN BARTELS AT THE HELM
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HOLLYWOOD, Calif.–Feb. 24, 2020–Just when you thought you’d seen it all on Nickelodeon, the geniuses behind the network have struck again. Introducing Side Hustle, a shiny new live-action comedy starring principles from the Academy of Social Media Influence (or just two best friends with a hefty follower count): Annie LeBlanc and Jayden Bartels. The show features a highly relatable plot: two teenagers accidentally destroy a car. It’s almost like they’ve taken a page from my high school diary.
This delightful farce revolves around friends Lex (played by LeBlanc) and Presley (your other favorite, Bartels), plunging into the depths of entrepreneurial chaos to fund the repair of their neighbor’s car—a little misunderstanding that looks remarkably curbed in the rearview mirror. Created by the avant-garde mastermind Dave Malkoff (he of Henry Danger fame), and aiming for the stellar heights of best-friend comedy, Side Hustle will start production in Los Angeles this March. It promises 13 half-hour episodes that are sure to leave viewers wondering which half of the episode they should really be paying attention to.
“Annie and Jayden resonate with kids, and we are sure everyone will adore their antics on Nickelodeon,” claims Shauna Phelan, Senior Vice President of Live-Action Scripted Content, as if we needed a corporate endorsement to validate our viewing preferences. Side Hustle is all about wild escapades that somehow manage to portray the vibrant reality of childhood…or, at least, a version of it that fits nicely into a televised half-hour segment.
In a hilariously precarious turn, Lex, Presley, and their sidekick Munchy (who carries the grand name Isaiah Crews) find themselves facing an uphill battle after wreaking havoc on the police vehicle belonging to Munchy’s dad. Shall they call the police? Nah! Instead, they decide to outwit the universe by employing their latest brainchild—an app dubbed “Kid-DING.” It’s essentially Uber for odd jobs, but with more shenanigans and a smattering of teenage absurdity. With Munchy’s domineering brother Jaget (Jacques Chevelle) keeping them on a tight leash, watch as these three dive headfirst into the maelstrom of side projects so ludicrous they might give Shark Tank a run for its money.
Notably, we can’t ignore that LeBlanc isn’t just a pretty face with a killer app. She parlayed her YouTube fame into actual stardom, amassing over 27 million followers. She now graces the screens of Brat’s Chicken Girls and boasts a music catalog that has flirted with the iTunes Pop Top Ten. Awards? Oh, she has those too. Meanwhile, Bartels is strutting her stuff—in singing, dancing, and acting—climbing the charts with original tunes while rubbing elbows on tours that would make any pop star envious. What are you doing with your life again?
As if that weren’t enough, Side Hustle happens to fit snugly into Nickelodeon’s strategy of exploiting social media talent and the millennial obsession with entrepreneurship. Because why not? Children ages 6-12 are the most diverse generation, after all; they want to see themselves tackling entrepreneurial challenges, preferably while wrestling with cartoonish mishaps. Nickelodeon seems poised to cater to their every move, transforming our youth into mini capitalists—all while providing authentic representation in the simplest and most absurd of forms.
In a nutshell, Side Hustle is yet another way Nickelodeon has hijacked our kids’ attention spans. Cue the applause, America! You are now on the brink of giving your children a show that promises not only laughs but also subtly encourages them to understand that making money can be both hilariously irresponsible and somehow productive. So when your kids start asking for help with their new venture into “side hustling,” just remember—you asked for this!
Keep an eye on Nickelodeon for the official premiere in Fall 2020, as your living room turns into the next startup incubator with Side Hustle! And if you miss the show, well, that’s unfortunate; just make sure you send your kids off to their new entrepreneurial pursuits armed with a list of money-saving hacks instead.
Update (10/6): “Start Hustling!” will kick off the series, because why not start with a bang involving excited teens and even more excited audiences? Who knows? It might just spark the next wave of gig economy exploration in your own living room.
Update (9/4): Nickelodeon has officially revealed their grand logo for Side Hustle! Because branding is everything when your audience’s attention lasts for mere seconds.
Update (8/24): Something tells me October 2020 will mark the resurrection of childlike ambition, powered by the dopamine of near-viral fame.
Originally published: Monday, February 24, 2020 at 16:47 GMT. Follow NickALive! for the latest on Nickelodeon, Side Hustle, and the all-important updates on your children’s viewing habits.
