Back in the early ‘90s, had you told Shane Smith that Vice would eventually become a “food network,” he would have laughed you out of the room.
“But, you know, that’s what we’re going to do,” Smith sheepishly told Cannes Lions TV, on Friday.
Well, “The largest cohort that goes out and spends money on food in the world is Gen Y, yet there’s no food programming on traditional media for Gen Y,” said the co-founder of Vice Media.
From brands to platform partners, Smith said: “Everyone’s coming to us saying, ‘Can we please have some of this millennial food stuff.’”
Vice’s stable of food programming already includes shows like “F*ck, That’s Delicious” -- which features rapper Action Bronson eating his way around the world -- chef Eddie Huang’s “Huang’s World,” and chef Matty Matheson’s food show.
Along with continued international expansion, more content categories represent Vice’s future, according to Smith. “We have a lot of channels,” he said. Along with food, music is exploding for us.”