Jessica Alba is ready to App-ly herself to a new project…
The 35-year-old Mexican American actress, author and entrepreneur has boarded Planet of the Apps as a mentor and adviser for the unscripted series co-produced by Apple and Propagate aimed at identifying top up-and-coming app developers.
In addition, Lightspeed Venture Partners, which was the first institutional investor in Snapchat and Alba’s the Honest Company consumer-products startup, has joined the series as venture-capital partner. Lightspeed has committing $10 million to fund the development of apps selected in Planet of the Apps — which Apple is producing as a big piece of branded content to promote the App Store and developing apps for the iOS platform.
Alba, who will also serve as an executive producer, joins Gwyneth Paltrow, will.i.am and Gary Vaynerchuk, who were previously announced as mentors and advisors for the series. Paltrow and will.i.am will also executive produce the project, along with Ben Silverman and Howard T. Owens of Propagate.
“I started The Honest Company because I saw an opportunity in the market for a brand that spoke to conscious consumers and created safe and effective products for every need,” said Alba said in a statement. “As a mentor on Planet of the Apps, I’m looking forward to meeting entrepreneurs looking to address a problem with an innovative solution, and to help them realize their vision. I can’t wait to see the ideas the app developers bring to the table.”
Online applications from app developers interested in participating in Planet of the Apps will be accepted through Wednesday, September 21, with the show slated to debut in 2017.