Ex-Hartbeat President Says Gen Z Men Are Misunderstood

Bryan Smiley, the former president and chief content officer of Kevin Hart’s media company Hartbeat, has launched a new venture aimed at reshaping how brands think about Gen Z men. His company, Hard Carry Media (HCM), is a digital-first media business built around sports, entertainment and lifestyle brands for that audience. Smiley argues the demographic has been unfairly reduced to its loudest and most toxic corners, and he wants to represent the rest of it.

From Hollywood to the Creator Economy

Smiley spent more than two decades in traditional entertainment, holding roles at Fox Digital Studios, Columbia Pictures and Sony before joining Hartbeat, where he worked alongside founder Kevin Hart. During his tenure, the company oversaw hundreds of millions of dollars in productions for partners like Netflix and Peacock, while Smiley also brought creators such as MrBeast, Druski and Kai Cenat into the business. He says that experience convinced him the creator economy, not traditional Hollywood, represented entertainment’s future.

Building Full Squad’s Massive Following

At Hard Carry Media, Smiley has focused on serving a specific audience rather than trying to please everyone. The company’s flagship brand, Full Squad, produces game shows, livestreams and celebrity content across YouTube, TikTok and Instagram. It has drawn more than 11 million followers and over 11 billion lifetime views, attracting sponsors including Ford, Rockstar Energy and Samsung. Smiley believes there is significant demand for loud, engaging content aimed at young men that doesn’t rely on divisive or hateful rhetoric to succeed, and he’s positioning HCM to prove that reputation and reach aren’t mutually exclusive.