Fox is committed to the creator economy, launching a digital division to court creators and develop next-generation content for multiple platforms.
Fox Creator Studios will initially launch with a focus on food-centric personalities, with plans to expand into other fields and niches. To generate a wealth of fresh ideas, the unit has signed development deals with food stars such as Rosanna Pansino, Jolie, Sorted Food, Little Remy Food and Food Theorist.
Culinary superstar Gordon Ramsay, a mainstay of the Fox network for more than 20 years, has also signed a deal with Fox Creator Studios to leverage the value of his 115 million social media followers around the world. Studio Ramsay Global, the production venture he founded with Fox in 2021, will also be involved in foodie talent training and content development.
The goal is to combine Fox’s production and distribution capabilities with the buzz, fandom and immediacy that top creators bring to their audiences. Fox is pitching these deals to creators as a way to “diversify revenue streams, reduce reliance on algorithms, and take advantage of meaningful new business opportunities.” This is another sign that the social media realm is increasingly influencing traditional media platforms.
“Creators are today’s production companies, storytellers and superstars,” said Rob Wade, CEO of Fox Entertainment. “They engage massive audiences, build authentic fan communities in real time, and redefine what global hits can be. At Fox Creator Studios, we support the next generation of talent by investing in creators, growing brands, and helping develop new IP, while expanding our reach across genres on every platform around the world, including YouTube, Instagram, and TikTok, and collectively building a long-term cultural operating system.”
According to Fox, Pansino is a “beloved bakery whose high-energy, creative culinary content brings joy to the kitchens of nearly 20 million homes and has billions of views across baking, challenges, and approachable recipes.”
Jolie is a British duo of Josh Carrott and Olly Kendall who have built a community of nearly 5 million fans around the world through their “fun and cross-cultural exploration of flavors from around the world.”
Sorted Food is “a collection of lifelong friends whose collaborative, challenge-driven approach to cooking has garnered nearly 3 million subscribers and inspired audiences around the world through accessible recipes, food journeys, and original storytelling.”
Food Theorists is a “curiosity-driven channel that blends science, history, and experimentation, applying investigative, myth-busting storytelling to food culture and trends that resonates with 5.5 million subscribers around the world.”
Little Remy Food is a “viral food creator that transforms snack culture and trendy recipes into crave-worthy content with playful, fast-paced short shorts. Little Remy’s audience has grown to 3.4 million and attracts a passionate young foodie audience.”
(Photo: Rosanna Pansino)
