4Studio managing director Matt Risley has lauded the success of Minor Issues, a new digital-first format in which a panel of kids rank and rate the performance of rappers.
Risley said: “The numbers don’t lie when it comes to social platforms, and we’re chuffed to see the latest series debut on Channel 4.0 is an unadulterated smash. Not only has the first episode of Minor Issues driven millions of organic views on YouTube, and cut-downs across TikTok and Instagram, but it has helped the 4.0 TikTok channel’s subscribers surpass those of Channel 4’s masterbrand itself.”
Explaining the format’s success, Risley cited “the power of a focused editorial proposition, a data-informed distribution strategy, and a hyper-engaged, dedicated audience (oh, and the fact that the format and talent are great too, doesn’t harm).”
Risley congratulated Evie Buckley, Kaio Grizzelle, Thomas Pullen, Sacha Khari for their “commissioning brilliance” and Olivia Lynch, Alim L. , Saliah Mir, Kayla Harrison, and Ethan B. for “strategy/publishing/optimisation/audience engagement”.
Anyone interested can watch the first episode here, with future episodes, coming out every Thursday. The comments section on YouTube also has plenty of suggestions about how future episodes of the format might be evolved or enhanced.
