Hailey Bieber, entrepreneur, and founder and creative director of rhode, alongside OBB Pictures, the film and television division of OBB Media, have announced the full season launch of What’s In My Kitchen?. The series is a spinoff of Bieber’s successful YouTube series, Who’s In My Bathroom?, which has welcomed guests including Gwyneth Paltrow, Marsai Martin, and Lil Dicky into Bieber’s bathroom for unfiltered conversations across its multi-season run. Starting April 12, exclusively available on Bieber’s YouTube channel, the show will bring fans into her real-life home kitchen, inviting her audience to share in her culinary passion as she tackles new recipes and shows viewers how to create some of her favorite dishes, including pizza toast, chicken wings, an at home version of her wildly popular Erewhon smoothie, and more. The first episode of the series premieres today, April 12, 11am PST.
Hailey Bieber Launches ‘What’s In My Kitchen?’ with OBB Pictures – Food & Beverage Magazine
The series is the latest project from Bieber’s YouTube channel, which she created in partnership with OBB, and continues the expansion of their approach to building a new media network. The two partnered in 2020 to launch the channel, with the intent of bypassing the traditional streaming model, connecting directly with Bieber’s audience, maintaining ownership and creative control, and allowing for the opportunity to build innovative brand partnerships. The channel crossed the million-subscriber mark in just six weeks.
“What’s In My Kitchen? was a natural spinoff to Who’s In My Bathroom? because our audience was ready for us to stop eating in the bathroom!” said Bieber. “I’ve loved cooking and sharing meals with friends on my social channels for years, and I can’t wait to bring this experience to the fans of our network with OBB and HexClad. Creating new formats and IP for my channel has been really empowering, as my team and I get to truly create everything from concept to screen, and I can’t wait for everybody to see what’s next.”
“We released the pilot episodes of What’s In My Kitchen? on YouTube, rather than to test audiences, to see how Hailey’s audience would respond to the new format and they loved it,” said Michael D. Ratner, founder and CEO of OBB. “What makes her content so special is the direct relationship with her audience, and in this series the fans are just as much a producer as any of us. We’re listening to the recipes they ask for in Hailey’s surveys and crafting content based on demand. This instantaneous feedback loop is what makes the evolving landscape of new media so exciting and we can’t wait to roll out the show that fans want.”
The immediate audience demand not only solidified the idea to move forward to a full series launch, but also helped lead to an organic partnership with premium cookware brand HexClad. The hybrid DTC powerhouse has revolutionized the cookware industry and was a natural fit to present the series, as Bieber, a fan of the brand for years, had been featuring HexClad products in her past short form cooking videos and on her social media channels.
“We’ve engineered HexClad’s superior cookware and tools to make any home chef feel empowered in the kitchen,” said Daniel Winer, HexClad Co-founder and CEO. “Knowing Hailey was a genuine fan of our brand and was developing this new show, gave us the ideal opportunity to demonstrate our unique technology and market innovation in an authentic way.”
As part of the series, OBB Media’s social impact division, OBB Cares, and Bieber will source ingredients from the Village Market Place, a social enterprise of the food justice nonprofit Community Services Unlimited. The team will additionally facilitate a donation from HexClad to Accion Opportunity Fund, which is also a rhode futures foundation grantee, allowing them to leverage $100,000 in microlending to support small businesses owned by women and people of color in the food and beverage industry. What’s In My Kitchen? is also working toward sustainable production practices, including reducing food waste on set and composting in-show.
Through What’s In My Kitchen? and Who’s In My Bathroom? Bieber and OBB are capitalizing on the way that top-tier talent connect directly with their audience today. When Bieber launched her YouTube channel in March 2021, it was one of the fastest growing YouTube channels, and to date has garnered over 100 million views, over 2 million subscribers, nearly 8 million watch time hours, and over 1.5 billion impressions.
What’s In My Kitchen? is co-created and executive produced by Hailey Rhode Bieber & Michael D. Ratner, who also directs. The series is also executive produced by Arlen Konopaki, Raquel Dominguez, Simone Spira, Scott Ratner, and Kfir Goldberg for OBB, with Olivia Rudensky serving as consulting producer.
New episodes of What’s In My Kitchen? will stream on YouTube beginning April 12.
ABOUT HAILEY BIEBER
Hailey Rhode Bieber is the founder and creative director of rhode as well as a globally renowned fashion model, entrepreneur and media executive. As one of the most in-demand models, she works with brands such as Saint Laurent, Tiffany & Co. and Victoria’s Secret. Bieber is also leading and innovating how to connect directly with fans across media and technology. In 2021, she launched her hit YouTube show, “Who’s In My Bathroom?” co-created with Michael D. Ratner and produced by OBB Media. Within a year, her channel, and the show
amassed a massive following and featured guests and fellow entrepreneurs including Gwyneth Paltrow, Kendall Jenner and Emily Ratajkowski.
In June 2022, after over two years of research and development with a team of skincare experts, Bieber launched her skincare line, rhode, with content and consumer connection at the foundation. With the brand’s thoughtful approach to product and Bieber’s deep connection to her community, rhode has quickly been one of the fastest growing and in-demand skincare lines over the last year, ranking among the top 10 most talked about skincare brands on social media (as measured by Tribe Dynamics). Bieber was honored as “Best Newcomer” at the 2022 WWD Beauty Inc. awards on behalf of the brand and the rhode Peptide Lip Treatment was named “Best Lip Balm” at the Allure 2022 Best of Beauty Awards. The same year, Bieber was recognized as a Forbes Under 30 honoree for her work with rhode.
ABOUT OBB MEDIA
OBB Media is an award-winning entertainment company that specializes in film, television, podcast and branded content founded in 2016 by entrepreneur and creative Michael D. Ratner. OBB Media is the parent company to OBB Pictures, OBB Studios, OBB Sound, OBB Branded and OBB Cares. Ratner, alongside co-founder Scott Ratner, and the talented team who make up OBB Media are best known for OBB Pictures’ Grammy-nominated Justin Bieber: Our World and the record breaking Seasons; the critically acclaimed SXSW opening night headliner Demi Lovato: Dancing with the Devil; Kevin Hart’s Cold As Balls; Netflix’s Historical Roasts; Hailey Bieber’s Who’s In My Bathroom; along with OBB Sound’s Kym from Lena Waithe; The Zach Sang Show; The Pursuit of Healthiness with Blake Griffin; Too Long; Didn’t Watch with Rolling Stone; plus OBB Branded campaigns with Apple Music, rhode, Pepsi, Old Spice, Gopuff, Kylie Cosmetics, Lexus, among others. OBB Cares is committed to social good and purpose producing; dedicating its resources to impact positive change tied to mental health awareness, civic youth engagement, and sustainable production practices with the help of trusted partners such as Green Spark Group. The company has amassed a global audience of 3 billion+. OBB Media HQ is located in West Hollywood, CA and OBB Studios, the 15,000+ square foot state of the art production and event facility is in the heart of Hollywood, CA.
For more information, visit the company website at www.obbmedia.com.
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ABOUT HEXCLAD
Launched in 2017, HexClad was invented to help every chef feel empowered in the kitchen by providing tools and inspiration that challenge the status quo and never compromise. Among the fastest growing DTC brands in America, HexClad is the only true hybrid product available today. Crafted with a complex patented laser-etched hexagon design that combines the best of stainless steel with a nonstick surface, the product is backed by a lifetime warranty. The brainchild of kitchen mavericks Cole Mecray and Daniel Winer and supported by partner, Michelin-starred chef Gordon Ramsay, the portfolio now also includes kitchenware that was developed with the brand’s signature innovation and sophisticated engineering. Designed and distributed in Los Angeles, HexClad can be found nationwide at HexClad.com, Amazon and Costco and globally in Canada, Mexico, England and the EU. For more information, visit HexClad.com.
