Dailymotion Digs into Originals, Starting with Food, Music, and Mario Batali

/ Feb 27, 2014

FRANCE DAILYMOTION

Dailymotion is launching its first original series, “Feedback Kitchen,” in partnership with celebrity chef Mario Batali. It’s the first of multiple original productions Dailymotion plans to finance in 2014.

Developed and financed by Dailymotion US, “Feedback Kitchen” pairs Batali with some of the top musicians in the world to discuss similarities in the creative process when it comes to creating music and cooking. Each episode will feature a new musician and a lively conversation culminating in a performance and a new dish created by Batali. Confirmed musical guests for the first season, which spans five episodes, include The Edge, Flea, Patti Smith, Perry and Etty Farrell, and Josh Groban.

Food and music are among the most popular content categories on Dailymotion, according to Dailymotion US managing director Roland Hamilton. Which made it “a great place to start our launch into original content,” he says.

Going forward though, Dailymotion plans to dig deep into the original content space. The video company intends to finance up to six projects in 2014, with a focus on unscripted-friendly genres like music, gaming, entertainment, and sports. The initial commitment is for Dailymotion to spend $3-4 million on the initiative, with the potential to spend as much as $10 million if all the shows are picked up for full seasons, according to The Wall Street Journal.

All original programming will first air on Dailymotion, which currently reaches more than 25 million monthly uniques in the US and over 230 million worldwide, followed by syndication to platform partners like Yahoo, MSN, Xbox, and Roku, among others.

Upcoming projects haven’t been announced yet, but Hamilton says Dailymotion is looking for “interesting passion projects” from talented and creative individuals that would resonate with its audience. “Feedback Kitchen” fits this bill, as Batali, being so passionate about music, was denied a four-star rating from The New York Times for his first restaurant, Babbo, because he apparently liked turning the music up.

“Dailymotion’s forward­-thinking and artistic vision in the digital space is as unique as it is impressive. This project, merging together my two favorite passions of food and music, is unlike anything I’ve done before and I’m thrilled that Dailymotion believes in it as much as I do,” said Batali in a statement.

“Feedback Kitchen,” which will launch sometime in the spring, began taping in early February in New York. The series is directed by Steven Sebring.

According to Hamilton, Dailymotion has been talking to several big food brands to come on as sponsors.

If you think this is cool, you should check out our latest special issue, “Video Food Fest,” which serves up everything you wanted to know about food content on the web.

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