Publishers are known to pull out all the stops to launch a buzzy book in a crowded September corridor. But the author behind one highly anticipated tome is about to try something rather novel.

On Sept. 29, Knopf will release MS NOW political analyst Anand Giridharadas’ “Man in the Mirror,” which delves into the 2023 New York City subway chokehold case involving Jordan Neely and Daniel Penny that divided the nation.

But first, Giridharadas will launch a YouTube investigative series on Sept. 8 that also deconstructs Neely’s death and Penny’s 2024 manslaughter acquittal, but for a visual medium. The venture marks a rare tie-in for a top-tier house like Knopf, which typically keeps the publishing window exclusive rather than competing with a docuseries on the same topic.

Then again, publishers are becoming increasingly amenable to companion YouTube content as a tool for building interest in a book rather than siphoning off potential readers.

But a nearly simultaneous full docuseries is unique. Page Six Hollywood has an exclusive first look at the trailer for the series, which will roll out weekly and feature best-selling author Giridharadas (“The Persuaders”) alongside The New York Times’ Emma Goldberg as hosts. Each episode will open with one piece of evidence, such as an interrogation tape, a death certificate or a Pinterest board unspooling on camera.

Giridharadas spent two and a half years on the case that riveted the social media sphere, melding his original reporting into a nuanced narrative about two people who became tragic symbols for the right and left in a polarized world ready to post without waiting for context. That phenomenon has only accelerated since Neely’s death and is on full display right now with the Lindsay Clancy trial.

The series was developed through Collective Media as part of its inaugural Next Gen News accelerator, a program designed to bring working journalists to YouTube. Collective Media offers reporters tools including production, distribution, audience growth, monetization, platform strategy and business support across YouTube, podcasts, newsletters, social, and live events.

Giridharadas, whose bestsellers include “Winners Take All,” “The True American” and “India Calling,” spent more than a decade as a foreign correspondent and columnist for the New York Times. His newsletter The.Ink is one of the most-read political Substacks in the U.S.

Knopf will release “Man in the Mirror: Hope, Struggle, and Belonging in an American City” a week after it drops Ari Emanuel’s memoir “Roll the Calls.”