Broadcaster, cook and author Si King, who formed The Hairy Bikers with his late friend Dave Myers, is launching Si King Official on YouTube.
The channel will see Si presenting “the content he is known and loved for.” As well as creating new recipes and cooking the food he loves, he’ll be delivering travel content across the UK and overseas. Along the way he’ll be “meeting brilliant people and sharing hacks and tips not just from the kitchen but from a life on the road.”
The channel will run alongside his wider broadcast work with MNP – Magnetic North Productions and Aurora media.
Aurora, part of Banijay Entertainment, and Magnetic North Productions – a new North East-based independent production company – are working together on the launch of the YouTube channel.
For Magnetic North, the channel forms part of a wider ambition to develop original content with and without Si across digital and broadcast. With bases in the North of England and Northern France, the company is also exploring projects and brand partnerships beyond the UK.
Si King said: “This channel is for anyone who loves great food and is up for an adventure – wherever they’re watching. It’s brilliant to be able to put time and energy into things I’m genuinely passionate about, and this feels like exactly that. Between the book and now the channel, it’s a chance to do things properly, on my own terms, and bring people along with me in a way that feels honest and true to who I am.”
Sarah Stevenson, Director of Development at Aurora, said: ‘Si is the perfect example of the breadth of talent and storytelling that viewers want to see on YouTube. He’s been a trusted face on our screens for 20+ years, always finding new ways to reach viewers. – and now he’s doing exactly the same thing on YouTube. Brands are already lining up to work directly with Si on his channel, proof of the market shift, and proof that talent owning their own space matters more than ever. Aurora has extensive experience helping brands and talent navigate this rapidly evolving YouTube space. We couldn’t be more excited to work with Si and Magnetic North to help grow his audience and unlock opportunities with partners together.
François Gandolfi, Co-Director of Magnetic North Productions, said: “We’ve been developing Si’s digital plans for some time because we wanted to create a space where we could make the kind of content Si genuinely loves and give him a direct relationship with his audience. We’ve built a strong slate of original films for launch, but the ambition goes much further than that. Aurora brings valuable digital expertise as we develop the channel, commercial partnerships and new opportunities around it. And with Magnetic North operating on both sides of the Channel, we’re already having some really interesting and serious conversations about where we can take Si’s content internationally.
https://www.youtube.com/@SiKingOfficial
Jon Creamer
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