Tastemade and Blavity Inc. are teaming around develop a video vertical covering food from the young, Black perspective.
Called Sauce, the vertical will debut this fall with short-form videos distributed on both Tastemade and Blavitys online and social platforms, including a separate Sauce channel on Blavitys connected TV platform. Content will concentrate on Black restaurants, chefs and food creators. Sauce will lean on the Tastemades expertise with food content, and Blavitys predominantly young, BIPOC audience.
The collaboration gives Blavity a Black-focused digital media company usage of Tastemades larger audience and a chance to move into the meals category with the digital video network, said Orchid Richardson, svp of digital at Blavity Inc. Dealing with Blavity gives Tastemade more authority and authenticity in Black storytelling, said Al Hawes, head of partner experience and operations at Tastemade.
Tastemade claims it reaches over 300 million monthly viewers across platforms, and Blavity Inc. reaches a lot more than 100 million. Over fifty percent of Tastemades audience identifies as multicultural, with 25% being African American, based on the company.
People spend 174% additional time on Blavity pages with food-related content when compared to average page, the business said. Food can be the third hottest topic on Blavitys travel title, Travel Noire.
Longer-form series are under development to go reside in early 2023. A few of the programs both companies will work on add a cooking show centered on reimagining classic Black dishes called Family Treats, and Plot to Pot, devoted to the topics of food sustainability and sourcing. Another is named Mind, Body and Soul Food, that may tie soul food to health.
Food as a connector is really a pillar in the Black community. Food, and how it brings us together, plays a large part locally, said Sherine Patrick, associate client investment lead at media agency Mindshare. (Patrick led the 2020 launch of Mindshares Black Community private marketplace or PMP to greatly help advertisers save money efficiently with Black publishers.)
Tastemade and Blavity may also co-develop and co-produce sponsored content for brands.
Whether its sponsorship or integration or original content predicated on a brandname brief, we have been open to any type of brand-funded or sponsored content, Hawes said. He declined to state if any sponsors were already prearranged for Sauce. He also declined to talk about how revenue driven by Sauce will undoubtedly be split between Tastemade and Blavity. Both companies began discussing Sauce with advertisers this week, you start with brands they will have worked with previously, Hawes said.
If this partnership brings more awareness to Black culinary skills, especially the ones that find their roots ever sold, it’s rather a great moment for brands showing their support of the culture and arrive through authentic alignment, Patrick said.
Advertisers in the meals and beverage industries will be a natural first choice for that kind of sponsorship alignment, Patrick said, in addition to home, cookware or retail brands and retailers.
Sauces content will undoubtedly be targeted at all audiences, not only Black viewers, and can cover a variety of different cultures, histories and recipes in Black food, Richardson said.
Black folk aren’t monolithic. You can find a wide variety of items that make us up in the dichotomy of who we have been. And that means you cant discuss Black food without respecting the diaspora over the brand, Richardson said.
This short article has been updated with Richardsons correct title.