Vice Media was a global launch partner for the Snapchat Discover platform two years ago, but the company hadn’t been part of the media stampede to create original series for the platform—until now.
Vice Media announced today that it has expanded its deal with Snap Inc. and will now create shows exclusively for Snapchat, following in the footsteps of other media companies like NBCUniversal, Discovery Communications, Turner and A+E Networks.
The first series in Vice’s new deal, Hungry Hearts with Action Bronson, will debut on Snapchat later this year. In the eight-episode series, the rapper and former chef will play matchmaker, sending prospective couples on dates that he has planned, giving a play-by-play of how the night is proceeding and predicting whether the duo will go on a second date before it is ultimately revealed whether they will indeed do so.
Bronson also appears in two Viceland programs: the food show F*ck, That’s Delicious and the comedy documentary series Traveling the Stars: Action Bronson Watches Ancient Aliens.
While Vice was a global launch partner for the Snapchat Discover platform back in early 2015, the company is relatively late to the Snapchat original series bandwagon.
Almost all major media companies now have deals with Snap to create exclusive Snapchat content. Last month, Discovery Communications, A+E Networks and BBC Worldwide joined the fray, while December saw Snapchat partnerships with Turner and Disney-ABC Television Group.
Snap Inc. launched a partnership with Viacom last February and teamed with NBCUniversal in August, in a deal that included Saturday Night Live’s first Snapchat series, SNL Stories, which premiered last month.
This is the second major step this month that Vice Media has taken to beef up its mobile content. Two weeks ago at the Mobile World Congress conference, Vice announced eight new deals with global mobile carriers to make its mobile content available to more than 80 territories by the end of the year. The additional partnerships will include original production, licensing, Viceland programming and direct-to-consumer offerings.