The Elon Musk-owned platform continues to sign video-first deals with creators.
X is getting into the business with the Kardashians.
The Elon Musk-owned tech company has inked a deal with Khloé Kardashian, who will host a video podcast on the platform beginning this fall.
The 26-episode series is still light on specifics, though it will blend Kardashian’s “boundary-pushing sense of humor with her signature relatability to tackle dilemmas ranging from the everyday to the ever absurd,” per the company.
The Kardashian podcast is also part of the platform’s “Originals on X” initiative, in which creators maintain ownership of their video content, with a 24-hour exclusive window on the platform before they can post it elsewhere.
When thinking about the bold voices with global reach that X wants to stand behind, Khloé Kardashian is our perfect partner.” said X CEO Linda Yaccarino. “This series demonstrates X’s commitment to empower creators to use video content as a means to enterprise every aspect of their business. I can’t wait for the world to tune in to her compelling conversations, and to provide her with a platform that will showcase her vision to a worldwide audience.”
Kardashian added in a statement, “I have a genuine curiosity about so many topics and I try to see the positive in everything. I can’t wait to explore, listen, and learn through this exciting journey. Thank you X for taking this ride with me.”
X has been inking a regular cadence of deals with celebrities, creators and other sources of programming. It has a weekly WWE program called Speed, and this week inked a deal to be the exclusive home for the reality sports docuseries The Offseason, which follows athletes in the National Women’s Soccer League.
At the Cannes Lions festival this week, Yaccarino said that the platform wants to do more deals in the sports space. It previously streamed All In: The Boston Celtics, and will also have some Olympics highlights rights from NBCUniversal.
Of course, it has also been exploring the creator talk space, including shows hosted by Jim Rome and Tulsi Gabbard, and a short-lived deal with Don Lemon.
X also recently launched a TV app to drive more video viewership on bigger screens.
PAVE Studios’ OpenMind is producing the Kardashian video podcast, with Max Cutler serving as EP.
PAVE Studios is all about empowering creators, offering them a suite of top-tier resources, including the highest quality production, so they can unleash their creativity. That’s why we’re excited to partner with Khloé Kardashian on her new series,” added Cutler. “Khloé’s natural curiosity and genuine passion for having thought-provoking and meaningful conversations align perfectly with OpenMind’s mission to create a space where people can ignite their minds and broaden their perspectives with curiosity-inspired content.”
