🍔 Topjaw’s Journey From Instagram to Apple TV+

At PWR House, we regularly see digitally native content creators expand their influence and develop into fully blown media brands. For example, let’s take a look at Topjaw…

My friend Pranav Arya shared this article describing a new Apple TV+ series about Michelin star chefs called “Knife Edge: Chasing Michelin Stars.”

It’s been developed by Gordon Ramsay’s production company Studio Ramsay, but the starring presenter is Jesse Burgess, host of the social media content series Topjaw.

Topjaw started years ago as a YouTube channel reviewing food in London but really found its feet as a content format on Instagram. Jesse would interview food industry insiders and professional chefs asking them the same set of questions — their favorite restaurant, favorite bar or pub, most overrated or underrated spots, and more.

The format tapped into a behavior we love — sharing strongly held opinions on bars and restaurants in our city. The inherent tension and mild controversy made the content engaging, alongside a signature Topjaw-style of video editing.

As Topjaw has grown in popularity, Jesse has interviewed celebrities like Idris Elba and Charli XCX, and has taken his interviews to cities around the world. The Topjaw world now includes events, merchandise, a mobile app partnership and technically — now an Apple TV+ series.

Similar to other digitally native “shows” like Hot Ones or Chicken Shop Dates, creators are finding their feet on social media by creating repeatable “content formats,” not just one-off cool creative ideas but ongoing series that can build their brand and popularity.

Topjaw is essentially a modern version of a digital TV show.

This latest series with Apple TV+ proves that content creators like Topjaw’s Jesse are starting to expand their realm of opportunities in the entertainment industry.

And for brands who are looking to become more closely linked to culture or specific areas like food, they should start looking at platforms like Topjaw as opportunities that might be as relevant or more relevant than a traditional TV show.