Banijay Rights, the distribution arm of Banijay Entertainment, has cooked up a new digital representation deal with chef, TV presenter and author Mike Reid.
Known as ‘The Laughing Chef’, Reid has hosted and judged on shows including Five Star Chef for Netflix, Good Chef Bad Chef for Network Ten in Australia and Taste Test Restaurant for Channel 5 in the UK, as well as appearing on MasterChef in the UK.
The agreement will see Banijay Rights manage, leverage and monetise the chef’s content across Facebook, TikTok, and Instagram. It will also cover new original content for his YouTube channel.
Shaun Keeble, VP Digital, Banijay Rights, said: “Mike Reid is an outstanding cooking talent who has built a fantastic and engaged following – we see real potential to grow his global social media presence strategically. He’s a great addition to our talent portfolio and we can’t wait to get cooking together.”
Mike Reid added: “After 20 years cooking in kitchens around the world, this channel brings it all together – the techniques, stories, and food I love. Expect new recipes, masterclasses, and moments from my shows in the UK and Australia. I can’t wait to build a community of people who share that passion for food.”
Banijay Rights manages around 300 YouTube and social media channels for personalities including Sarah Millican, Joe Lycett, and Jimmy Carr, who is the UK’s most subscribed to comedian on YouTube with close to 2 million subscribers.
It has been particularly active in the food space. Reid joins a digital representation roster which comprises Mary Berry and Jeremy Pang, as well as US TV producer and creator Phil Rosenthal, who recently named Banijay Rights as a partner to expand his brand across YouTube.
