#Level up tv show youtube professional#
"We do have a kitchen of professional chefs at Bon Appétit, but I think the best thing about them that people gravitate toward the most is that they f- up constantly, and not like too much, but we show the relatability. Especially having that Level 1 and 2, the 'that could be me,' that is really, really important," Duckor said. "It was super important that all the cooks be relatable.
Matt Duckor, the Vice President of Condé Nast Entertainment's Lifestyle Division, told Insider that the channel "is speaking to people who get dinner on the table five nights a week," and that the relatability aspect of having chefs like Duncan reflects that service-driven angle. Sometimes if people say something really mean about me I'll respond agreeing with them, but I don't think anyone's picked up that it's me."Īs a channel, Epicurious is angled toward home cooks. "Sometimes I screenshot the really funny or nice ones, I have a few saved to a Bad Day folder. "The biggest surprise is definitely that people have reacted so positively to me, despite my unconventional condiment choices," Emily said. She says she's had a few people recognize her in public because of it – and she does read the comments. In an email, Duncan told Insider that she does comedy and a little acting, which is how she got involved in the casting process for "4 Levels." Her first episode, "4 Levels of Hamburgers" published in March 2019, has over 18 million views. Some of the top comments under the "4 Levels" hamburger episode that showcase the wholesome fan engagement with the chefs on the series. In 2015, BuzzFeed's Tasty pioneered the addictive closeup videos of other people making complicated recipes in minutes and was one of the first new-media operations to find wide success through innovating on food content. Now, YouTubers who never cook capitalize on food, with drive-thru challenges and ASMR mukbangs being just two of the millions of ways people watch other people eat. Self-made and uploaded videos of amateur chefs and consumers went viral, and angles that had gone unexplored, like Hannah Hart's "My Drunk Kitchen" series, found wide-ranging success for their entertainment value. With the rise of online content came disruption of what had become a narrowly tailored genre on TV. But what grew into a highly produced and profitable industry on traditional television was revolutionized by the internet. Food videos have been a popular aspect of media since Julia Child's debut in 1963. If you watch and rewatch videos of people making and eating food on YouTube for hours on end, you're not alone.
Matt Duckor, who oversees the videos on both Epicurious and Bon Appétit, told Insider that the "relatability" of chefs who make mistakes is the secret sauce to success and that the future of food on YouTube lies in conveying that relatability to viewers before they even start watching.
#Level up tv show youtube series#
The appeal of amateur chefs, many of whom deliver end products that would send Gordon Ramsey into a rage, are on display in wildly popular series like "4 Levels," produced by Condé Nast's Epicurious brand.Unlike the mainstream food channels and cult favorite shows like "Chopped" that showcase talented, professional chefs, a new style of food video has captured YouTube's attention – amateurs, many of whom are just figuring out recipes as they go along.
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