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Convergence cooking

By Josh Walker 13 : 02 : 2017 Tastemade : Food & Drink : The Convergence Economy

São Paulo – Tastemade is expanding beyond video production with the opening of its São Paulo studio.

In a bid to reposition itself as a lifestyle brand, the space includes a café open to the public
It has been set up in response to the way in which consumers are watching and interacting with video content

Tastemade by Studio dLux, São Paulo

Designed by Studio dLux, the space includes two kitchens to record video content and a bar, as well as the public café. It has been inspired by changing consumer behaviour and the impact of mobile video.

The opening of the new studio is an attempt to give the business model a lifestyle focus, as well as positioning Tastemade as ‘the next wave of television and digital entertainment’ for a global Millennial audience.

‘In 2017 we will start to expand the genres in which we create content, with the angle that we are more of a lifestyle brand,’ explained Tastemade founder Steven Kydd in an interview with Business Insider. ‘If you are one of the distributors now, these lifestyle categories that we are in are very monetisable.'

Alongside the opening of the São Paulo studio, Tastemade wil be opening studios in London, Buenos Aires and Tokyo throughout February. Tastemade attracts 2bn views per month across its mobile, web and tv platforms.

The Big Picture

By expanding an online channel dedicated to video production to a physical location with public areas such as a café, Tastemade is exploring new opportunities by blurring boundaries. For more, see The Convergence Economy macrotrend.