How a Patreon-funded indie studio redefined the path to mainstream animation

Cultures · Published 10 October 2026 Swipe more like this →

In short: Before A24 stepped in, Vivienne Medrano was building an empire from her own backyard. By bypassing traditional gatekeepers and leveraging direct fan support, SpindleHorse Toons transformed from a solo creative project into a powerhouse of independent production, proving that niche passion can scale into global success.

Founded in 2018 by Vivienne "VivziePop" Medrano in Burbank, California, SpindleHorse began as a vehicle for her specific creative visions. The studio is responsible for the Hellaverse shared universe, most notably the series Hazbin Hotel and its spin-off Helluva Boss. Unlike traditional studios that rely on network greenlights first, Medrano utilized a community-driven funding model. Much of the initial production for the Hazbin Hotel pilot was funded directly by fans through Patreon monthly tiered payments rather than YouTube's algorithm.

This strategy allowed Medrano to maintain creative control while building a "sensationally popular" brand. The studio’s growth is marked by significant milestones: releasing pilots on YouTube in late 2019, securing a full series deal with A24 in August 2020, and eventually launching the first season of Hazbin Hotel in January 2024 to critical acclaim. While Medrano serves as director, lead writer, and lead character designer, she has collaborated with entities like Bento Box Entertainment and companies like Horseless Cowboy for voice casting.

The studio is currently undergoing a strategic evolution. In August 2025, Medrano announced SpindleRoo, an Australian division intended to move beyond her own stories. By producing an experimental pilot for the webcomic Homestuck, the studio aims to test new technologies and styles while opening doors for other creators. This shift represents a transition from a personality-driven indie success to a diversified production house capable of supporting multiple voices.

SpindleHorse's trajectory highlights a significant shift in modern media: the ability for independent creators to build sustainable, high-quality animation through direct audience engagement and strategic partnerships with traditional distributors.

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