The studio, which launched that June, would produce specialized genre-based content (including music, comedy, gaming, lifestyle, do-it-yourself, beauty and sports content) from a 23000 sqft facility near Liberman's corporate headquarters and production studios in Burbank, featuring separate production soundstages, edit bays and offices, with the intent to use existing performers from Estrella TV shows with a broad presence on social media (such as singer Luis Coronel, who also serves as a judge on the talent competition series Tengo Talento, Mucho Talento, and Juan "Don Cheto" Razo) and attract existing YouTube talent that would have their content distributed on the Fenómeno online network – with the possibility of some newer talent curated on the Fenómeno networks being considered for program development crossover to the linear Estrella TV network.