Scripps Lifestyle Studios, the social and digital production division of Scripps Networks Interactive, is opening a new global talent incubation unit intended to develop the next generation of lifestyle talent and influencers across the food, travel and home categories.
The Scripps Lifestyle Experts group will enable the company to strengthen its digital business. The unit will help Scripps enhance its digital content, accelerate content creation and offer additional integration opportunities to advertisers. Sourcing new talent from social and digital media, including Instagram, Snapchat, Facebook and YouTube, Scripps Lifestyle Experts is designed to serve as a development roster for up and coming experts from the U.S. and abroad in the home, food and travel lifestyle categories.
The lifestyle experts will be used throughout Scripps Lifestyle Studios’ social and digital production work across platforms, including TV. They will also work with advertisers to help brands reach new audiences through original and authentic voices. Many of the Scripps Lifestyle Experts are already frequent contributors to Food Network, HGTV and Travel Channel Facebook Live broadcasts, the Food Network Snapchat Discover channel, the HGTV Handmade YouTube channel, the Travel Channel Instagram account and more. They include, among others, Lazarus Lynch, Maria Antoinette Loggins and Ryan Van Duzer.
“This new division within Scripps Lifestyle Studios will be the home of the brightest and best lifestyle experts from around the world, providing creative and commercial opportunities for the next generation of designers, chefs, travel enthusiasts and more,” said Vikki Neil, the general manager of Scripps Lifestyle Studios. “Discovering and creating stars is something brands like HGTV and Food Network have been doing for years, across all platforms, and this concentrated effort will further expand our digital offerings and make talent more accessible.”