SpindleHorse

SpindleHorse Toons, legally or organizationally referred to as SpindleHorse, is an American independent animation studio founded by animator, writer, director, and character designer Vivienne Medrano, who is also known online as VivziePop. Established in 2018 and based in Burbank, California, the studio developed from Medrano’s independent animation practice and became associated with a creator-controlled model in which original characters and stories were developed for online audiences before moving into larger commercial productions. The studio’s best-known work is the shared fictional setting commonly called the Hellaverse. Its principal series, Hazbin Hotel, began as an independently produced pilot released on Medrano’s YouTube channel in October 2019. The project attracted substantial online attention and was subsequently selected by A24 for full-series development. The television adaptation was co-animated with Bento Box Entertainment and co-produced with A24, and premiered in January 2024. This progression from an independently financed online pilot to a professionally produced streaming series became a defining example of SpindleHorse’s development strategy. SpindleHorse also created Helluva Boss, a related animated comedy series set in the same broader fictional universe. The pilot appeared on YouTube in November 2019, followed by the first two seasons produced by SpindleHorse. The series initially operated as a web-first production, allowing the studio to retain a direct relationship with its audience while distributing episodes through digital channels. In 2025, Amazon Prime offered to co-produce Helluva Boss, marking another expansion of the studio’s relationship with mainstream streaming distribution. Medrano has described Patreon support as an important source of funding for the Hazbin Hotel pilot, illustrating the studio’s reliance on fan-backed production alongside advertising, distribution, licensing, and later industry partnerships. During the first season of Helluva Boss, Horseless Cowboy assisted with voice casting, while Richard Steven Horvitz served as voice director. Medrano has remained central to the studio’s creative identity, serving in multiple production roles across its major projects. Beyond its headline series, SpindleHorse has produced short-form animation, music videos, character clips, and other experimental material. These projects include Holidaze, an animated holiday short; Bad Luck Jack, based on Medrano’s ZooPhobia webcomic; the Hazbin Hotel music video Addict; and a series of in-character Voxtagram clips connected with Hazbin Hotel and Helluva Boss. Bad Luck Jack received a nomination and won in the Best Dramatic Short Work category at the Ursa Major Awards. In August 2025, Medrano announced an Australian division called SpindleRoo. Its first project was a pilot for an animated adaptation of Homestuck, described as a test project exploring a new production location, process, visual style, and technology. The initiative also signaled a possible broadening of SpindleHorse beyond stories created by Medrano, with the stated aim of supporting other creators and developing additional original projects. SpindleHorse therefore occupies a position between an independent creator studio, a digital-native animation label, and a production partner for larger media companies.

Vivienne Medrano founded SpindleHorse in 2018 as an independent animation studio built around her original characters, stories, and visual style. The studio’s early work was closely connected to Medrano’s online audience and her creator identity as VivziePop. Rather than beginning as a conventional television production company, SpindleHorse developed projects through internet publication, fan engagement, and direct financial support. Medrano has said that Patreon contributions played a significant role in financing the Hazbin Hotel pilot, helping the project progress outside the normal commissioning process. The studio’s breakthrough came with the Hazbin Hotel pilot, released on YouTube in October 2019. The pilot presented a musical adult animated comedy set in Hell and quickly established the project as a prominent example of independently produced online animation. Its reception attracted interest from professional entertainment companies, and A24 subsequently selected Hazbin Hotel for full-series development. The resulting television production involved SpindleHorse, Bento Box Entertainment, and A24, while retaining Medrano’s central creative role. The completed series premiered in January 2024 and received critical acclaim. SpindleHorse released the Helluva Boss pilot on YouTube in November 2019. The series shared elements of Hazbin Hotel’s broader fictional setting but followed a separate cast and premise. SpindleHorse produced the first two seasons and used the web as a primary distribution environment. Horseless Cowboy helped with voice casting during the first season, and Richard Steven Horvitz served as voice director. Helluva Boss demonstrated that the studio could sustain a second ongoing series while preserving a direct connection with its internet audience. In 2025, Amazon Prime offered to co-produce the series, representing a further step toward integration with established streaming production. The studio also maintained a short-form and experimental output. Holidaze was released on December 25, 2019. In July 2020, SpindleHorse released Addict, an animated Hazbin Hotel music video built around the Silva Hound song of the same name. On September 30, 2020, the studio released Bad Luck Jack, an animated short based on Medrano’s ZooPhobia webcomic. The film was nominated for and won the Ursa Major Award for Best Dramatic Short Work. Between 2020 and 2021, SpindleHorse employees also operated in-character Instagram accounts and produced Voxtagram clips featuring characters from Hazbin Hotel and Helluva Boss in crossover, slice-of-life scenarios. By the mid-2020s, SpindleHorse had become a notable example of independent animation moving from creator platforms into professional television and streaming arrangements. Its work combined distinctive adult-oriented storytelling, music, serialized character development, and a strong fan community. The studio’s business model evolved from audience-backed online production toward partnerships with companies such as A24, Bento Box Entertainment, and Amazon Prime, without abandoning its digital origins. In August 2025, Medrano announced SpindleRoo, an Australian division of the company. Its first project was a pilot adaptation of Homestuck, making it the first SpindleHorse project not centered on Medrano’s own stories or characters. Medrano described the production as an experimental test of a new studio division, production process, artistic approach, and technology. She also indicated that audience response could influence whether the project received further development or continued through YouTube. The initiative suggested that SpindleHorse may expand from a personal creator label into a broader animation platform capable of collaborating with other writers, artists, and intellectual-property owners.

• 2025

  SpindleRoo announced

  [1]SpindleHorseen.wikipedia.org

  The company announced an Australian division and a pilot adaptation of Homestuck as an experimental expansion beyond Medrano’s original creations.

• 2024

  Hazbin Hotel television series premieres

  [1]SpindleHorseen.wikipedia.org

  The full Hazbin Hotel series premiered in January after co-development and co-animation involving A24 and Bento Box Entertainment.

• 2020

  Hazbin Hotel selected for full-series development

  [1]SpindleHorseen.wikipedia.org

  A24 selected Hazbin Hotel for development as a full animated series.

• 2020

  Bad Luck Jack released and recognized

  [1]SpindleHorseen.wikipedia.org

  The ZooPhobia-based short was released and later won the Ursa Major Award for Best Dramatic Short Work.

• 2019

  Hazbin Hotel pilot released

  [1]SpindleHorseen.wikipedia.org

  The Hazbin Hotel pilot debuted on Medrano’s YouTube channel in October, introducing the studio’s most commercially significant property.

• 2019

  Helluva Boss pilot released

  [1]SpindleHorseen.wikipedia.org

  The Helluva Boss pilot followed in November as a second major web series from the studio.

• 2018

  SpindleHorse founded

  [1]SpindleHorseen.wikipedia.org

  Vivienne Medrano established the independent animation studio that operates under the SpindleHorse Toons name.

An independent, creator-led animation studio that builds original adult-oriented animated worlds through online distribution, fan-supported development, and partnerships with established production and streaming companies.

• Animated television series · 2019

  Hazbin Hotel

  Hazbin Hotel is SpindleHorse’s flagship animated property. It began as a creator-funded YouTube pilot released in 2019 and was later developed into a full series with A24 and Bento Box Entertainment. The adult-oriented musical comedy follows characters in a fantastical version of Hell and is part of the shared fictional setting associated with the studio’s other major series. The property demonstrates SpindleHorse’s path from independent internet animation to professionally produced streaming television.

• Animated web series · 2019

  Helluva Boss

  Helluva Boss is an adult animated comedy series created for online distribution and set within the same broad fictional universe as Hazbin Hotel. Its pilot was released in 2019, and SpindleHorse produced the first two seasons. The series relies on episodic storytelling, musical elements, and a recurring ensemble of supernatural characters. In 2025, Amazon Prime offered to co-produce the series, indicating a transition toward a larger streaming-production relationship.

• Animated short · 2019

  Holidaze

  Holidaze is an animated short released by SpindleHorse on December 25, 2019. It forms part of the studio’s collection of independently distributed short-form work and illustrates its use of brief projects to maintain audience engagement outside its principal serialized productions.

• Animated short film · 2020

  Bad Luck Jack

  Bad Luck Jack is an animated short based on Vivienne Medrano’s ZooPhobia webcomic. Released in 2020, it expanded one of Medrano’s earlier comic properties into animation. The film received recognition from the anthropomorphic-media community and won the Ursa Major Award for Best Dramatic Short Work.

• Animated music video · 2020

  Addict

  Addict is an animated music video connected with Hazbin Hotel and built around the Silva Hound song of the same name. Released in July 2020, it extended the Hazbin Hotel property through music-driven short-form storytelling and gave the studio another format for presenting its characters online.

• Animated pilot · 2025

  Homestuck pilot

  The Homestuck pilot is the first announced production associated with SpindleRoo, SpindleHorse’s Australian division. It represents an experimental adaptation of an existing webcomic rather than a project based on Medrano’s own characters. The pilot was positioned as a test of new production methods, technology, and creative collaboration, with future development dependent in part on audience and industry response.

• 2025

  Establish the SpindleRoo Australian divisionStrategy

  Background

  SpindleHorse sought to test additional production structures and expand its capacity beyond projects directly originating from Medrano.

  Action taken

  The company announced SpindleRoo in Australia and assigned it a pilot adaptation of Homestuck.

  Aftermath

  The pilot was described as an experiment whose continuation would depend on audience response and the interest of potential development partners.

  Source

• 2020

  Move Hazbin Hotel from independent pilot to partnered seriesStrategy

  Background

  The independently released Hazbin Hotel pilot attracted enough attention for A24 to pursue development of the property as a full animated series.

  Action taken

  SpindleHorse entered a larger production arrangement involving A24 and Bento Box Entertainment while retaining Medrano’s central creative involvement.

  Aftermath

  The series premiered in January 2024 and became the studio’s most prominent transition from online independent animation to streaming television.

  Source

1. 1SpindleHorseen.wikipedia.org
2. 2SpindleHorse official websitespindlehorse.com