Startup Spotlight: Working up a ‘Tastemade’ Appetite

/ Apr 16, 2013

Tastemade Bar

When three Demand Media founders all jumped ship from the company in January 2012, the media was intrigued, but not enough to really investigate. At the time, Demand Media said the moves were coincidental. Luckily for the online community, the departures would soon prove to be deliciously coincidental. A month ago the three announced a new, more palatable venture: Tastemade.

After 13 months of laying low, Steven Kydd, Joe Perez and Larry Fitzgibbon reemerged. This time, the trio made an entrance into the online video space with some pretty heavy backing: $5.3 million to be exact — led by Redpoint Ventures, a firm that’s also invested in Machinima.

“Simply put, our mission is to connect the world through food and we are building a global food network for digital platforms,” says co-founder Fitzgibbon, “A generation ago the cable industry launched category defining brands in food and lifestyle and we believe the same opportunity exists in today’s changing landscape.”

The idea is pretty basic, but the execution is brilliant: short videos — most less than five minutes — showing viewers how to make a dish. Some dishes are mildly complicated and gourmet (think white chocolate panna cotta) and some are easily accessible and made with ingredients most homes already have (check out the slacker shake).

VI - WideTastemadeShots

But no matter what the recipe is, each video is shot with the same high-quality production value and attention to detail. Throw in the brilliant chefs who are full of personality — and usually drinking — viewers may find they’ve sucuumbed to the siren song of Tastemade. Some already have: in the few months that the channel has been live on YouTube, many videos have received well over 1.5 million views. In fact, YouTube is where Tastemade has decided to make camp — and so far it’s been a good idea.

“YouTube has been a great partner for Tastemade,” says Fitzgibbon, “We received funding from them to create original programming and launch our YouTube channel. In addition, we were one of the first YouTube Certified multi-channel networks. We’ve been working with brands interested in reaching our audience of food lovers and developing content with our tastemakers. We are also developing relationships with new distribution partners.

It’s only been live a few months and already has more than 100,000 subscribers and 8 million views. Additionally, our network has grown very quickly,” he continues, “with over 100 channel partners that reach 9 million consumers each month. We’ll continue to expand these areas of the business, while developing a platform that will further enable us to grow and connect food lovers around the world.”

It’s no surprise that many media wonks are calling Tastemade the Machinima for food — after all, both are heavily backed by the same VC firm and do rely on the same basic model. But Tastemade is more — at least it can be. With the channel’s variety of recipes, commentary and cultural exploration through cuisine, there is no doubt that the snackable — pun intended — content will attract a plethora of hard-core foodies, travelers and people just looking for a good recipe for Chicken Tikka Masala. Everyone has to eat. Tastemade is helping them do it with a little more sophistication, grace and ease.

But it’s not all delicious food and exotic booze for the team. They have carefully constructed a 15-member team at Tastemade who are experts in new media. They come to their new venture with years of media experience and know what they’re in for.

“The way consumers experience media today is fundamentally different than it was a generation ago,” says Fitzgibbon, “Video distribution has moved from a single screen to multiple screens available anywhere, anytime. New distribution requires new creation methods and formats. Also, creators have more access to technology and distribution than ever before. We have built Tastemade with all this in mind.”

“We started Tastemade with a passion for food, media and technology and are focused on building a truly modern media company,” says Fitzgibbon. That’s something the industry can toast to.

 

Tags: , , , , , , , , , ,


facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

 
Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...

 
Future Man Hulu Josh Hutcherson

Hulu Orders ‘Future Man’ Series Starring Josh...

 
Heirloom Paten Hughes Tom Wopat Vimeo

How an Actress’ Real-Life Tomato Farm Inspired the New...

 
Robert Redford and Jane Fonda Electric Horseman

Netflix Rolls Camera on Robert Redford & Jane Fonda...

 
AmazonBox

Amazon Greenlights Docu-Series on Tennis Star Novak Djokovic

 
FCC Chairman Tom Wheeler 2-4-15

It’s Apps or Else: FCC Chairman Wheeler Clarifies Rule...