Rylan Clark’s new digital first chat show format Air Rylan has clocked up around 41,000 views since it launched 11 days ago. The first episode of the heavily-teased show featured podcaster GK Barry and ran for about 10 minutes.
Air Rylan was officially announced by Clark on Sept 3 via TikTok and dropped the next day. In the show, he interviews celebs in a mocked up version of an airline (see image).
Explaining the concept in more depth, YMU group commercial director Leon Harlow said (via LinkedIn): “Over the last few weeks, our social & digital teams collaborated with Rylan to develop a new social video format for his channels. He wanted to create an original social video format that was totally unique to him, embodied his sense of fun and unique infectious personality, and allowed for free-flowing content collaborations with other celebrities and creators. The result? Air Rylan.”
The concept for Air Rylan was inspired by the surprising conversations people often find themselves having with strangers on a plane as they unload their baggage and settle in. Working with StudioB, the YMU team built a studio plane set for the series – complete with ‘Air Rylan’ branded seats, beverages, passports and crew outfits.
Following GK Barry, other guests lined up include Danny Dyer, Miriam Margolyes, Ash Holme, with episodes dropping across Instagram, Tik Tok and YouTube.
While it is early days for the show, YMU said the teaser campaign for Air Rylan generated high levels of interest. There were 6.2million+ organic views of the teaser content on Instagram in the 7 days preceding launch and 2.3million+ organic views of the teaser content on Tik Tok over the same period. There was also widespread pick up in the media, including 26 articles – some from the national press.
