Digital-first studio Second Rodeo has unveiled Playback, which it calls “the first-ever musical produced specifically for vertical video”. The series, which recently wrapped production, will premiere on Holywater’s streaming app, My Drama, in early 2026.
The musical series follows Maddie Bryce, a struggling songwriter who secretly creates an AI version of herself that becomes a global pop sensation. As fame overtakes her digital double, Maddie must navigate the pressures of her dual life while reclaiming her voice and identity in a climactic musical finale about authenticity and courage.
Playback stars Amber Laird (Day Trip, Ratched) as Maddie Bryce, Royce Lundquist (Callsign Legacy, Queen of the Court) as Luke Rivers, Sophie Sumner (winner of America’s Next Top Model) as Clara Vance, Sarah Sampino (I Became Mrs Greyson by Bragging) as Bella, and comedian Hannah Stocking, who has over 72 million followers across social platforms, as Samantha Stern.
“Microdramas represent the next evolution in short-form content, and creators are seeing the value and opportunity to reach new audiences in this format. By combining narrative depth with mobile-first vertical storytelling, we’re pushing the boundaries of what a microdrama can be,” said Scott Brown, Founder and CEO of Second Rodeo.
Bogdan Nesvit and Anatolii Kasianov, Holywater’s co-founders and co-CEOs, added: “At Holywater, our vision is to turn vertical series into a cinematic experience – expanding genres, raising production quality, and creating stories built for the way audiences watch today. Vertical series are the next frontier, and Playback is a perfect example of the innovation this format allows. Having worked with Scott before, we know how exceptional he is at creating series that resonate with millions of viewers.”
Playback comes off the heels of Second Rodeo’s romantic thriller The Diamond Rose, which launched on My Drama in 2025 and achieved 20m views in the first 24 hours.
Playback is co-produced by Second Rodeo, 3Pas Studios, and Mexico City-based Visceral Productions. Original songs for the series are written by veteran songwriter Keeley Bumford, known professionally as ‘Dresage’.
Picture: Bogdan Nesvit (right) and Anatolii Kasianov, Holywater’s co-founders and co-CEOs
