The Household Model Competition, an annual Los Angeles meals occasion based in 2019 by Ben Shenassafar and Bobby Kim of streetwear firm The Tons of, and occasion producer Miles Canares, has been acquired by digital media firm Advanced as a part of of a brand new enterprise that included a meals publication and an occasions arm. The Household Model Competition takes place in October in LA and also will seem at ComplexCon, the music and tradition competition, this November in Las Vegas.
The Household Model Competition brings collectively native streetwear manufacturers with well-known cooks and eating places. Previous occasion mashups have included Russ & Daughters with the Tons of, Uncle Paulie's Deli with Modernica, and Burger She Wrote with Gallery Dept. In its quick tenure, the occasion has attracted greater than 10,000 attendees yearly who pay for admission, in addition to the price of tastings, clothes and merchandise whereas on the occasion. Aaron Levant, the CEO of NTWRK and Advanced, desires to leverage the success of the occasion into a brand new meals and video publication targeted on streetwear, meals and eating places in Los Angeles, New York, and different cities known as Household Model.
“Now we have a terrific position for an viewers that wishes meals content material, however perhaps doesn't know the place to seek out the content material they need,” says Shenassafar, who can be the host of Large urge for food on the Tastemade community. “There’s a era of youngsters and prospects who’re intimidated by meals and meals editorials. Household Model is completely fitted to Advanced. Shenassafar plans to launch the publication after the Household Model Competition of this 12 months and ComplexCon. “We're constructing the content material staff and can launch earlier than the top of the 12 months,” he says.
When Shenassafar and Kim based Centu, individuals typically requested the duo to outline their streetwear fashion: Was it punk, surf, or hip-hop? “We’re all of this,” says Shenassafar. “We'll take the identical strategy with Household Model.” The publication plans to cowl a wide range of subjects, together with avenue meals, tacos and chilaquiles, with collaborations with cooks corresponding to Jon Yao of Kato and Evan Funke of Felix, Funke and Mom Wolf. Shenassafar nonetheless sees worth in conventional journalism, even with the rise of social media and YouTube. “Writing provides it legitimacy even when the content material is primarily consumed with video,” he says.
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Though the precise editorial route of Household Model will depend upon the staff, Shenassafar is for certain that the location is not going to publish restaurant critiques. “It's a really sophisticated state of affairs and I'm unsure we wish to put our toes up but,” he says. “We are going to focus on the opening, the place to eat, what to eat, and the totally different components of the town. We could have our voice on what we predict individuals ought to eat, the place they need to drink.
Advanced was based in 2002 by dressmaker Marc Ecko as a print journal and ultimately grew to become a three way partnership between Verizon and Hearst in 2016. In 2021, Buzzfeed acquired Advanced for a reported $300 million earlier than promoting it to livestream buying platform NTWRK for $108. million in February 2024. Buzzfeed has retained the meals web site First We Feast, which has gained a considerable viewers for its video content material, together with Sizzling Ones, The Burger Present, and Warmth seekers.
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