In 2022, Kevin Hart merged two businesses into HARTBEAT; a $100 million minority investment valued the new media company at about $650 million

Kevin Hart's media company Hartbeat illustrates the challenges faced by celebrity-backed ventures in sustaining growth. While initial success was evident, Hartbeat has experienced executive turnover and workforce reductions. The company has restructured its operations and partnered with Authentic Brands Group for financial support. Research indicates that a credible connection between the celebrity and their brand is crucial for long-term viability.