Brands are a bit of an enigma at this point, doing the thing that they do and then also trying to do the thing that everyone else does. These days everyone has merchandise, creates content, does whatever it is they do to actually make money, and is in a never-ending competition to go viral (but not get canceled.) Grindr is certainly one of those companies turned "lifestyle brands," having hosted some pretty amazing parties in the pre-pandemic days, released merchandise, backed emerging designers and artists, and launched a handful of content creation arms. Their latest content project: Bridesman, the company's first piece of "long-form content."
"We're thrilled to partner with John on Grindr's first foray into long-form content," Alex Black, Grindr's Director of Marketing, said in a statement about the show which is a series of six to 10-minute episodes set to launch this fall. "Bridesman is tailor-made for the Grindr community—it's smart, queer, campy, and features sharp commentary on gay dating, heteronormative standards, and Grindr itself. We are so proud to be showcasing some of the finest talent in the queer community as we continue to find new and creative ways to connect our users."
The project is directed by Julian Buchan and features comedians Jimmy Fowlie (The Other Two), Sydnee Washington (Comedy Central's Up Next Showcase) and Shannon Devido (Difficult People) as stars. It will also feature guest appearances by Kim Petras, Liva Pierce, Calvin Seabrooks, and Benito Skinner. Seabrooks also recently launched The Gag, an online platform for LGBTQ+ comedians presented by Comedy Central.
"It's so exciting to create something as joyous as it is gay. We're grateful that this talented team and Grindr are giving this project life," John Onieal, the creator of Bridesman, said of the project. "Finally we get to center the narrative on that gay in the bridal party."
The series will air in-app as well as on YouTube.