In an effort to promote its upcoming AAPI-themed content, Netflix has announced a partnership with the nonprofit collective Gold House, Variety reports.
The collaboration, called Netflix Gold, will consist of joint promotions and celebrations, such as in-person gatherings, of Netflix’s AAPI-related programming in order to give it more exposure. Its first event is a South Asian-themed watch party for the second season of its show Never Have I Ever on Tuesday night.
“A show like Never Have I Ever – with API creators and artists onscreen and behind the scenes – is still too rare and something I’m proud to celebrate,” Netflix head of global TV Bela Bajaria said. “I’m thankful to Gold House for their partnership to make sure that the API community has an opportunity to continue to see even more of ourselves, our families, our language and our stories on Netflix.”
According to the Hollywood Reporter, the deal marks Gold House’s first long-term partnership with a content producer or distributor. The collective advocates for AAPI advancement in areas like entertainment and business. Its goals, according to its website, are unity, representation and success.
Gold House is known for its Gold Open mobilization campaigns to financially support AAPI art. It has previously boosted box office numbers for movies like Crazy Rich Asians and The Farewell.
“We are proud to partner with Netflix, a long-standing pioneer of inclusive, affirming storytellers and stories, to celebrate diverse API stories that have the power to inspire much-needed change,” Gold House President Bing Chen said, according to the Hollywood Reporter.
Upcoming AAPI-centric Netflix projects include the Naomi Osaka docuseries, Steven Yeun and Ali Wong’s dramedy Beef and hit series Sparking Joy with Marie Kondo.
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