Title: Rising culinary star: How Nick DiGiovanni crafted his YouTube dynasty
Nick DiGiovanni, a Harvard graduate and finalist on MasterChef, has taken his YouTube channel to impressive heights, surpassing the subscriber count of Gordon Ramsay with over 22 million followers. This Harvard graduate's unique approach to content creation has captivated audiences worldwide. He's not scared of trying the outrageous or impossible, whether it's dining on a $30,000 plane ticket or catering to the world's heaviest sumo wrestler.
I had the pleasure of sitting down with DiGiovanni to discuss his early days, creative process, and new ventures.
The Early Days
DiGiovanni's journey to YouTube fame started with his appearance on MasterChef in 2019. He finished in third place, but the show's spotlight was short-lived. To maintain momentum, DiGiovanni had to learn the ropes of YouTube, teaching himself filming and editing techniques. Often, he filmed in his bedroom, resulting in messy conditions and a not-so-sweet smell.
The Growth of DiGiovanni’s Channel
DiGiovanni gained success through experimentation, both in the kitchen and on camera. He developed various formats, like "World's Best," "Tasting Every Food from Every Decade," and "Rating and Testing Things." Collaborating with creators such as MrBeast, Uncle Roger, and Shaq contributed to his viral hits and set him apart from the competition.
One of his most popular videos featured a rat trained to make ratatouille, inspired by the Pixar movie. DiGiovanni's diverse formats and crazy stunts attracted a vast audience, boosting his subscriber count. He also worked with stars like Paris Hilton and Matthew McConaughey, leveraging their popularity and appeal to further grow his channel.
The Business Behind DiGiovanni’s Channel
DiGiovanni emphasizes the importance of a strong team, citing his brother, Peter DiGiovanni, as a crucial player in his brand's success. They focus on streamlined production, investing in custom sets and extensive travel to create high-quality, captivating videos. DiGiovanni has spent hefty sums on his most expensive video to date, a ratatouille-themed production with a hefty price tag due to the rat trainers needed for the project.
New Ventures and Expansion
DiGiovanni has expanded his brand with several successful projects. He co-founded Osmo, a premium salt brand that took the market by storm with a strong demand for the blend. DiGiovanni's dream is to expand Osmo beyond a flavored salt brand, offering a wide range of pantry staples. His merchandise line, Happy Potato, donates a portion of profits to charity, reflecting his philanthropic mission.
Additionally, DiGiovanni is a six-time New York Times bestselling author, solidifying his status as a multi-faceted creator in the culinary world.
Nick's Kitchen and What's Next
To cater to his love for serious cooking, DiGiovanni launched a second channel called Nick's Kitchen. This channel offers straightforward cooking lessons with a focus on food and technique. His first video, about macaroni and cheese, quickly gained popularity with over 400,000 views in just three days. Nick's Kitchen has become his platform to share his passion for food and cooking in a visually appealing, high-production format.
DiGiovanni's commitment to his new channel speaks volumes about his dedication to providing quality content and contributing to the culinary world in meaningful ways.
With his main channel filled with entertainment and his new channel focusing on cooking techniques, Nick DiGiovanni continues to shape the culinary world one delicious dish at a time, captivating audiences with his creativity and passion.
After seeing his success on MasterChef, Nick DiGiovanni turned to YouTube to continue his culinary journey. On his channel, he collaborates with other popular food personalities like MrBeast and Shaq, creating viral content like the rat-made ratatouille video.
Fans of traditional cooking can also tune into Nick's Kitchen, his secondary YouTube channel that offers instructional videos on recipes and food techniques, like the mac and cheese tutorial that quickly gained popularity.
