Fox Launches Creator Studios Venture to Develop Next-Generation Talent and Content

Fox is leaning into the creator economy, launching a digital division to court creators and develop next-generation content for multiple platforms.

Fox Creator Studios will launch with an initial focus on food-centric personalities, with plans to expand to other verticals and niches. To whip up a batch of fresh ideas, the unit has cut development deals with such foodie stars as Rosanna Pansino, Jolly, Sorted Food, Little Remy Food and Food Theorists.

Culinary superstar Gordon Ramsay, who has been a staple of the Fox network for more than 20 years, has also made 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 set up with Fox in 2021, will also be involved in nurturing foodie talent and developing content.

The goal is to marry Fox’s production and distribution capabilities with the buzz, fandom and the immediacy that top creators have with their audiences. Fox is pitching these deals to creators as a means of “diversifying revenue streams, reducing algorithm dependency and tapping into new, meaningful business opportunities.” It’s another sign that the social media realm is increasingly exerting influence on traditional media platforms.

“Creators are today’s production companies, storytellers and superstars,” said Rob Wade, CEO of Fox Entertainment. “They command massive audiences, build genuine fan communities in real time and redefine what global hits look like. At Fox Creator Studios, we’re backing the next generation of talent by investing in creators, growing their brands and helping them develop new IP, while expanding their reach on YouTube, Instagram, TikTok and every platform worldwide, across every genre, and together building long-term cultural operating systems.”

Per Fox, Pansino is “a beloved baker whose high-energy, creative culinary content brings joy to nearly 20 million home kitchens, with billions of views that span baking, challenges and approachable recipes.”

Jolly is the British duo of Josh Carrott and Ollie Kendal, “whose joyful, cross-cultural exploration of global flavors has built a community of nearly 5 million fans worldwide.”

Sorted Food is “a collective of lifelong friends whose collaborative, challenge-driven approach to cooking has earned nearly 3 million subscribers and inspired a global audience through accessible recipes, food travel, and inventive storytelling.”

Food Theorists is “a curiosity-driven channel that applies investigative, myth-busting storytelling to food culture and trends, blending science, history, and experimentation that resonates with their 5.5 million subscribers worldwide.”

Little Remy Food is “a viral food creator turning snack culture and trendy recipes into crave-worthy content with playful, fast-paced shorts. Little Remy’s audience has grown to 3.4 million subscribers, attracting a highly engaged, youthful foodie audience.”

(PIctured: Rosanna Pansino)