Contributed by: ElyseRomano Tuesday, September 26 2017 @ 09:19 am
In a move that may prove we’ve reached peak Millennial, Vice is debuting a new Snapchat dating show sponsored by Match and hosted by Action Bronson. Take a moment to let all those buzzy words and brands set in.
The weekly, 8-episode show is called Hungry Hearts and features couples going on dates that are designed by Bronson himself. Over the course of the mini-series, the chef-turned-rapper will flex his matchmaker muscles as he curates dates, provides play-by-play commentary on each outing, and predicts whether the would-be lovebirds will get to a second date.
Hungry Hearts is not Bronson’s first show for Vice. His indulgent web series for Munchies - F*ck, That's Delicious - is a bonafide hit that moved to Viceland and will be printing a cookbook based on recipes from the show. It should come as no surprise to fans that his dates for Hungry Hearts will also feature plenty of delicious eats.
The new series premiered exclusively on Vice’s Snapchat Discover channel on Wednesday, August 30. The media company expressed excitement at the opportunity to participate in this new format Snapchat is offering to publishers and creators.
“Vice and Snap have had an amazing long-term partnership,” said Sterling Proffer, svp and head of business strategy and development for Vice Media. “We’ve been a Discover partner from day one, and launching this show is yet another way we are exploring new, creative formats together.”
“Our existing fans on Snapchat, and everywhere else for that matter, love Action Bronson,” Proffer continued. “Making this show was a great way to broaden our reach on the platform and bring even more people into the fold. Our team loved the challenge to create something special for the Shows platform.”
Match has also expressed enthusiasm for the forward-thinking content creation partnership.
“The Hungry Hearts content is so relevant to what we do at Match,” said Ayesha Gilarde, Match’s CMO, “so it was a natural fit for our brand to be a part of this show to connect with singles.”
The first episode stars prospective couple Dean and Olivia, who hit up a cemetery in Ozone Park, Queens (Bronson’s old stomping grounds), and get acquainted with each other over sammies from D'Angelo's Sausage Truck. Check out an exclusive clip here[*1] , courtesy of Billboard. Snapchat users can subscribe to the show within the app.
As for whether this new format be a success with the sought-after Millennial market, the team behind Hungry Hearts has high hopes.
“Watching first dates is fun,” said Proffer, “and watching anything with Action is hilarious. Add some food into the mix, and you eliminate any reason not to watch the show.”