Vice Studios and V10 Entertainment link up for creator-led competition format

Vice Studios is partnering with LA-based V10 Entertainment to develop and coproduce a format that blends elements of the creator economy with a more traditional judging-based reality competition series.

Rick de Oliveira

Clip Bait is described as a “hybrid clip and competition series where the internet’s wildest, most jaw-dropping videos face off in a no-holds-barred tournament,” with each clip being judged by notable content creators. The ultimate winner will be decided by viewers in a live and interactive final.

The series will be executive produced by Joe Ingham for Vice Studios and John Stevens and Rick de Oliveira for V10 Entertainment.

Vice Studios, part of Vice Media, is behind scripted titles including Gangs of London and Atomic, both for Sky, and unscripted projects such as Into the Void (Hulu), Hollywood Hustler: Glitz, Glam, Scam (Prime Video), Pavements (Mubi), Bama Rush (HBO) and Lewis Capaldi: How I’m Feeling Now (Netflix).

Clarion Capital-backed V10 Entertainment owns prodcos including Venture 10 Studio Group and Vin Di Bona Productions (America’s Funniest Home Videos). The company also owns a library of 2.8 million user-generated videos, which it says is the industry’s largest.

“This big, beautiful, bonkers format is part banter, part treasure hunt and totally participatory,” said Joe Ingham, head of non-scripted development at Vice Studios.

“We’ve turned the infinite scroll into a full contact sport, and we cannot wait to unleash it on to a screen near you very soon.”

Exec producer de Oliveira added that Clip Bait “reimagines the clip series and reality competition formats with immediacy and energy to reflect today’s viral video audiences.”