Group Nine Media’s Thrillist, the food and entertainment site, has announced its first content slate.
The four news shows target food lovers in singular ways. They are: “Instachef,” “Gatekeepers, “Somm To Go” and “The List Show.”
Ocean MacAdams, Thrillist president, called the new slate “the next step in our brand’s evolution” to become a multiplatform distributed media company.
“Really Dough” has also been given a second season. It features pizza enthusiast Scott Wiener challenging the idea that pizza can be anything.
The new launches stream cross-platform, including a big push on social media. Here’s a breakdown:
“Instachef” capitalizes on the Instagram’s shoot-your-own food trend. People in the food industry, from line cooks to restaurant workers, prepare food in their homes, post pictures and sell to customers. Think of it as a casual takeout service. Each episode, airing now, is hosted by chef Cliff Skighwaker and stars a celebrity guest. IGTV, YouTube, Facebook, Twitter, six episodes.
“Gatekeepers” currently celebrates influencers who intimately know their city’s food scene. Host Justin Lizama highlights these savvy insiders who introduce viewers
to the best local finds. YouTube, Facebook Watch, Prime Video, Twitter, eight episodes.
“Somm To Go” takes the mystery out of wines. Sommelier and champagne pro Ariel Arce pairs the perfect wine to fast foods. This isn’t wine as fancy aside; it’s vino as a regularly enjoyed beverage. YouTube, Facebook Watch, Prime Video, Twitter, eight episodes, first-quarter 2019.
“The List Show” is a working title in which comedian Mekki Leeper gives a sardonic twist to existing Thrillist editorial in a new animated format. The guy Vulture called a “comic to watch” will rank everything from pop tarts to frozen pizza for viewers. YouTube, Facebook Watch, Twitter, 21 episodes in first-quarter 2019.
Separately, Group Nine Media recently brought together its four brands — Seeker, Thrillist, NowThis and The Dodo — to participate in a social campaign, #JoinTheSwim, that educates audiences on the impact of ocean pollution.