Vice is doubling down on its partnership with Snapchat as the popular messaging platform continues to grow its portfolio of original content.
On Tuesday, Vice Media said it has signed an expanded deal with Snapchat parent company Snap Inc. that calls for Vice to produce multiple original series exclusively for the platform. Vice said the short-form shows being developed run the gamut in terms of genre, from documentaries and reality TV to both scripted and unscripted comedies and dramas.
The first Vice series for Snapchat will be an original dating series hosted by rapper and chef Action Bronson, called Hungry Hearts With Action Bronson. Produced by Viceland, the company’s television channel, the series will see Bronson sending potential couples on dates that involve activities and “elegant meals” while the Snapchat audience follows along. The show will run for eight episodes after debuting on Snapchat later this year. Bronson currently hosts the Viceland food and travel show called F*ck, That’s Delicious.
For Vice Media, the deal with Snapchat comes after the media company announced plans to expand its mobile offerings worldwide earlier this month, including a series of partnerships with companies like Vodafone and the Netflix-like streaming video platform iflix in the Asia-Pacific region.
Vice was one of several brands to serve as a global launch partner for Snapchat Discover two years ago, and Snapchat has touted that platform as a home for brand-focused short-form videos and breaking news stories. Snapchat continues looking to broaden its offerings of original content through its partnerships with media companies and networks such as NBCUniversal, which recently invested $500 million in the platform, as well as Viacom (VIAB) and Time Warner’s Turner Broadcasting (TWX). Walt Disney (DIS) signed a deal with Snap Inc. (SNAP) in December to produce series for Snapchat that are based on existing Disney-owned shows such as ABC’s The Bachelor.
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Snapchat’s original content push began during the lead-up to Snap Inc.’s highly-anticipated IPO, which launched earlier this month. The company’s shares surged more than 70% in the first few days of trading before eventually dropping off, though the company’s valuation is still above $23 billion.
