Ex-Hartbeat Exec Launches Media Co for Gen Z Men

Bryan Smiley, an executive formerly with Kevin Hart's Hartbeat, has established a new digital-first media company named Hard Carry Media. This venture's flagship entertainment brand is the gaming media company and YouTube channel, Full Squad.

The primary objective of Hard Carry Media is to construct multi-platform brands and intellectual property specifically designed for Gen Z men. The company is supported by the privately held Hard Carry Gaming, Inc., with the intent to create and acquire a range of digitally native brands catering to various life stages of this demographic.

Smiley will lead a team responsible for development, sales, and audience analytics, in addition to overseeing a 20,000-square-foot production studio located in Los Angeles. He noted that the Gen Z male audience is massive and highly engaged on digital platforms, representing a significant growth frontier.

Hard Carry Media has welcomed Full Squad, a team of four creators boasting over 11 million followers and 260 million monthly views, as the initial member of its entertainment vertical. The company intends to collaborate with both established and emerging creators to introduce new formats and franchises.

Future plans include expansion into FAST, SVOD, and audio markets, with existing brand partnerships already secured with Spectrum Cable, Rockstar Energy Drink, Morgan & Morgan, and Monopoly Go!. Hard Carry Media is slated to announce additional digital brands in 2026.