Gwyneth Paltrow, will.i.am and digital entrepreneur Gary Vaynerchuk have signed on to Planet of the Apps, a new unscripted series co-produced by Propagate and Apple. All three will serve as mentors and advisors to the app developers selected for the series, and Paltrow and will.i.am. also will executive produce the project.

Gary Vaynerchuk
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“We are thrilled to collaborate with Gwyneth, Gary and will.i.am on Planet of the Apps,” said Propagate’s Ben Silverman and Howard Owens. “Starting a new business is not easy. Our team of advisors 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,” said Paltrow. “This is a great opportunity to be 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.”

“Being an entrepreneur and supporting entrepreneurs is basically all I’ve ever known. The opportunity to team up with Apple and Propagate for Planet of the Apps to produce, what I think is potentially the most innovative show for entrepreneurs in the business sphere, excites me to no end. I’m looking forward to teaming up with the other experts and trying to help some of today’s great app entrepreneurs,” said Vaynerchuk, co-founder and CEO of VaynerMedia.

“As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine,” said will.i.am. “We are searching for entrepreneurs with the vision to shape the future, solve real problems and inspire change within our daily lives.”

A casting call is currently underway for Planet of the Apps, which delves into the world of apps and the developers who create them. Those interested in applying can visit the series website. Online applications are being accepted through Friday, August 26.

Planet of the Apps is executive produced by Silverman, Owens, will.i.am and Paltrow. Craig Armstrong, Rick Ringbakk and Charles Watcher will serve as showrunners and executive producers.