Channel 4 and Instagram join forces for ‘world’s first’ real-time social reality series

Virgin Radio

11 Nov 2021, 14:22

There’s a new reality series landing at the weekend, but it’s one with a difference. 

Channel 4 and Instagram have today (11th November) announced that they are teaming up to create what they are describing as the "world’s first real-time social reality series told through social media". You Do You will air exclusively on Instagram from Sunday 14th November 2021.

You Do You will be told across Channel 4’s Instagram Reels, Stories and In-Feed posts, along with full IG Video episodes.

The four-part social series will be based in Manchester and is set to follow the lives of a group of young creatives, whose stories are shared with their Instagram community.

The digital series introduces us to the lives of SINDYSPLACE – a collective of artists, lovers, collaborators and best friends who create their own distinctive brand of content whilst using Instagram to document their lives, communicate with each other, the rest of the world – and explore who they are.

During the series, Instagram users will be able take a dive into their world as they make their name on the Manchester scene, creating music, designing clothing and artwork, and hosting inclusive events that throw a light on British youth culture, all via Instagram. 

Across the series, viewers will meet 23-year-old music student and rapper, Sindysman, as well as China-Lilly, also 23, who is a singer/songwriter and student, and Maisie, a 22-year-old fashion designer.

David Amodio, Deputy Head of Digital Innovation & 4Studio said: “We’re really excited to reveal You Do You, an exciting first of its kind partnership with Instagram made exclusively for Channel 4’s Instagram channel.”

Jason Miller, EMEA Consumer Marketing Manager, Instagram added: “The show is a celebration of British youth culture and the young people that continue to explore and experiment with who they are through Instagram. We can’t wait for audiences to be introduced to the characters and watch their individual journeys as they navigate life and pursue their passions.”

Joe Churchill, Channel 4 Digital Commissioner, said: “We are always looking for new ways to tell stories that truly reflects the way that young people live their lives, and You Do You is the perfect example of this. This is a show that is not just about great Gen Z characters, it’s shot through with their DIY, mixed media approach to creativity. Instagram is almost another character in the series and it is particularly exciting to see a story play out across their real and digital worlds. It’s new and it’s fresh and we can’t wait for our social audiences to discover it.”