Going Vertical (Recap: June)
- The Focused Actor
- Jul 1
- 3 min read
Okay! The last few months we've focused largely on the uncertainty of the industry and the impact of AI. While that hasn't changed, I thought we'd switch gears a bit and talk about a growing opportunity: the rise of vertical dramas—mini-soaps built for phones—with global reach and actor-specific opportunities.
Born in China’s massive mobile ecosystem, vertical dramas, aka duanju or “micro-dramas,” are 1–5 minute vertical episodes that play out like fast-burning soap operas—werewolves, secret billionaires, over-the-top romance—engineered for addictive mobile viewing. By 2024, they had exploded into a 50 billion yuan ($6.8 billion USD) industry in China—and now ReelShort, DramaBox, and more are bringing that model to the U.S.
What sets them apart? They’re cheap, quick, omnipresent. Hollywood missed the boat with Quibi, but vertical dramas succeed where Quibi didn’t: ultra-mobile, ultra-addictive, and using vertical storytelling—native to the device—rather than squeezing horizontal content onto small screens.
So what does this mean for actors?
Well, plenty:
Fast turnaround, diverse roles. In Australia, Nic Westaway told Backstage he’s played 14 different characters in 9 months—compared to one long gig in traditional TV.
Built‑in audiences = built‑in fanbase. Kasey Esser leveraged vertical drama roles to grow her following—and landed social campaigns as a result.
Freelance-friendly. In China’s Hengdian studios, actors from abroad are booking vertical work alongside longer projects—making it a great “in-between” gig.
Pay… varies. Backstage reports day rates of $200–$500. Not blockbuster money, but solid if you’re non-union and looking to stretch your skillset.
Hollywood is paying attention too: Lionsgate, Hallmark, TelevisaUnivision’s ViX—they’re all exploring how to build vertical into their pipelines.
Actors Can Plug In—Here’s How
This isn’t about Quibi-era: it’s genuine opportunity.
Be on casting sites that list vertical drama gigs. Backstage mentions open calls for China shoots paying $4k in June.
Practice the format. Vertical performance is different—tight energy, expressive eyes, strong rhythm. These roles are wild, bold. Short, memorable arcs.
Build your brand. Use those roles to grow a fanbase on social. A rising follower count can be leverage—and yes, some vertical drama actors are taking brand deals.
Watch the fine print. Not union jobs, not always transparent. Know compensation, credit, and usage terms before signing.
Hollywood, Global Production & Global Trends
Vertical dramas might be the breakout story of June—but that’s a symptom of a broader trend: attention has moved global.
Los Angeles emerged from the fires and economic pain with a renewed campaign to bring back production—but many shows and films are still heading overseas or to incentive-friendly U.S. states like Georgia or New Mexico.
Netflix and HBO continue signing up non-English-speaking talent; recent hits like China’s The First Frost and Taiwan’s Zero Day are breaking charts and festival lines.
As actors, that means: expand your reach. Bilingual skills, accent flexibility, travel readiness—all these are now key assets.
Monthly Challenge: Try Something Vertical
So maybe you’re not lost. Maybe you’re just tuning into a new frequency.
This month, it’s time to take one bold step out of the expected and into the new.
Watch a vertical drama series (ReelShort, DramaBox, etc.) and note pacing, performance choices, staging.
Record a 60‑second vertical scene using your phone—lean into expression, give it punch.
Apply to at least one vertical drama casting call—even if it’s just testing the waters.
Write your own micro‑drama pitch idea—snackable, strong hook, vertical by design.
This isn’t about replacing theater, film, or prestige TV. It’s about adding a powerful, nimble tool to your toolkit. It’s about being intentional in an industry that rewards agility.
Let’s step into July standing (vertical, if you will)—with curiosity, clarity, and the confidence that adaptation isn’t defeat—it’s expansion.