Yahoo Lifestyle "Chicken Shop Date" Creator Amelia Dimoldenberg Gave Us A Lesson On What It's Really Like To Run Your Own YouTube Business
It might seem like Chicken Shop Date appeared out of nowhere, but Amelia Dimoldenberg, the series host and creator, has been nurturing this project for over a decade. Although the popular YouTube show first premiered in 2014, the original started off as a journalism interest project while she was in college. Today, it's one of the most popular celebrity dating shows around. Chatting with everyone from Elmo and Andrew Garfield to Central Cee and Ghetts, Amelia has won the hearts of millions around the world with her infectious awkwardness, love for chicken, and authentic voice. Behind the silly personality is a businesswoman who's serious about her societal impact.
To celebrate the 10-year anniversary of Chicken Shop Date, I sat down with the 30-year-old London native to discuss her humble beginnings, entrepreneurship, turning ideas into actions, lessons she's learned with dating, her current obsessions, and so much more!
Editor's note: This interview has been edited for length and clarity.
BuzzFeed: Chicken Shop Date actually started out as a column in a local magazine called the Cut, while you were in college studying fashion journalism. You pitched the idea as a way to highlight the indie hip-hop and grunge artists that you loved. Outside of turning it into a video series, were you hesitant at all to change the focus from indie artists to mainstream celebs?
Amelia Dimoldenberg: I always wanted the show to have a cross-section of people that we were interviewing. I had ambitions for there to be smaller artists, bigger artists, basically just lots of different types of people. From the very beginning, I had big ambitions for the show. I'm very grateful that it's kind of become exactly what I wanted it to be, because I still profile more up-and-coming artists, and then I can also have someone like Cher the following week. That's kind of what I like...the eclectic mix of talent.
It's cool because the show started with putting people on to other people, and I don't want to ever take away from that part of the show, too. I think people watch the show sometimes to learn about a certain person. My favorite thing is when someone says, "Oh, I never heard their music before, and they came on Chicken Shop Date, and now I'm such a big fan!" That's great.
At the time of the column’s inception, you also admitted that you’d never been on a proper date before. Looking back, what are five things the show and column taught you about dating IRL?
Don't be afraid to make the first move, I think especially as women. I always do that. We're always told that you have to wait for a guy to ask you out and I don't think that's true. Dating can be really fun, so don't be afraid to meet new people. Think of it as a fun activity to do to make a connection with someone, even if you're not a match romantically, you could still end up being taken for a nice meal or having an interesting conversation with someone. I think it's great to be meeting new people — that's what I love about my show; I meet people that I never usually would. I love finding common ground with people that didn't grow up near me or have the same life as me.
Other things I learned about dating...it's a bit of a numbers game. I think the more you're dating, the more you're likely to meet someone, just statistically. Also, if you feel rejected, don't think it's about you. Often it's not about you, it's about them. Be resilient, as well. Another thing I've learned is put yourself out there, but get good at picking yourself back up. That's the only way you won't feel totally depressed about everything.
That's great advice. I think it's common for people to internalize rejection, when sometimes it has nothing to do with us personally.
It's all about timing. That's another lesson. Dating is so much about timing and luck, and those things are out of your control. It's taught me that what's meant to be won't pass you by. I have confidence. I've remained confident. The same confidence that I had in the show from the very beginning that it would be something; I have that same confidence in myself that I will meet someone.
I love that you had that confidence in your show from the very start. When it comes to measuring success and growth with Chicken Shop Date, what are some things that you like to keep in mind?
I measure it in multiple different ways. For me, I value success on the content of the episode. So, if I think the episode is really funny and entertaining, that's successful for me. If I show another side to the guests that people haven't seen before or reveal some part of their personality, that's success for me. That's what I'm doing this for. Of course, I would love people to view it, so numbers are definitely one kind of way you can rate success. But you shouldn't look at the numbers too much. For me, it's always just been about the content of the episode. And then, as I said before, I love introducing people to new talent they haven't seen or heard of before. That's success. I also love when people come up to me and say, "Oh, I put your episodes on when I'm really hungover, and it makes me feel better." That's a success, you know — pulling someone out of a hangover.
In my opinion, the episodes have reached all of those benchmarks. The flow of the conversations always seems so natural despite the hilarious awkwardness of it. The banter flows like a real date. Is there an outline for your questions, or do you strictly go off vibes?
Oh, yeah, I prep my questions beforehand with incredible writers who work with me and my sister as well. I do a lot of research prep for the questions, but I would say it's, like, 50% improv. I always prepare my questions before a date. Someone asked me if I had any advice for people going on dates. I was like, "Yeah, prep your questions before." I'm joking [laughs].
Well, I do want to commend you on how easy and genuine the dialogue comes off to the viewer.
I'm so particular with the edit. I direct the episodes, so I send the edit. We move things around, we cut the tiniest moments out, like we really, really shape it in the edit. I feel like that creates the perfect charm that you see. Obviously, a lot of it is natural, but I'm not interested in doing long-form. I'm interested in creating something specifically to be as funny as possible.
As a creative, do you ever find it hard to manage all the ideas you have bubbling in your brain?
Time is a hard thing. Chicken Shop Date takes up a lot of my time and my headspace. There are so many creative ideas I want to do, like I would love to try and develop more scripted projects. I would love to write a rom-com, for example, which I'm kind of trying to do, but the timing thing...it's hard to have enough time to do things. I made a conscious decision not to have Chicken Shop Date sponsored because I want to keep creative control. But that also means that I have to make my money elsewhere. You can make money from YouTube, but to run a business it's not enough money. I don't put enough episodes out anyway, but that's the amazing thing about YouTube; you can earn a living off YouTube. That's kind of made it so that I can build my team, but I have to also look elsewhere for other revenue streams, so that takes my time as well.
Was there ever a twist that you wanted to add to the series that you ultimately decided wasn’t the right fit?
People often ask us to film elsewhere than the UK and I don't. I like keeping it authentic and keeping it to actual chicken shops. I filmed once out of the UK for Cher, and that's because it's Cher. We filmed in Paris, but I'm happy that I kept it in chicken shops. I didn't take it to a studio or somewhere that might have been easier. Chicken shops have a lot of complications to them like the noise, the space (a lot of them are really small), the lighting, and so on.
So, it might have made more sense for me to change the location, but the location is everything...especially nowadays, when everything is from the studio, people appreciate that.
It's inspiring how hands-on you are with your show. I love the autonomy you hold and that you're so firm in your choices. You stuck to your vision and didn't allow outside voices to influence or jeopardize the show's essence.
I think that's why it's been going on for 10 years. I still love the show, because I have creative control, and that's all down to YouTube, really. It's such an incredible platform. Anyone with an idea can just put that idea into motion and can own it. I'm so grateful that I own the IP of my show. I meet so many creators who don't, and it means I've just got this freedom and this autonomy — to not have anyone tell you how you should be doing something is amazing, especially as a woman. I think that's also why the show works so well because it's my own creative vision. That's a very hard thing to let go of, so I like to remain authentic.
Instead of focusing on what’s next, tell me what you’re enjoying most about life right now.
Right now. I'm loving being in New York City. I love this city! It's amazing. I love London, and it reminds me somewhat of London, but I always have the funnest times when I'm in New York and in America, in general. I love LA as well. I'd love to travel around America more. I love spending time here, and I'm so grateful that I've built an audience out here now that love my work. So, I'm really enjoying traveling and being in America and being in New York. There's so much culture here to consume, and that's what I love doing...whether it's going to the theater or going to movies. The last two weeks I was here, I saw an amazing contemporary dance show, and there's just so much to do here. So I've been loving being in New York, and I've got my sister here, and I always love hanging time with her.
Okay, let's switch it up and jump into some rapid-fire questions. First, have you ever taken something from the set as a memento from a date?
Yes, I have. I've got lots of different props, from a miniature table and chairs similar to the Chicken Shop setup from Eric Andre episode to silly microphones from Chunkz and Filly episode. I wore Shania Twain's outfit from one of her music videos. I still have a lot of different things that I've taken and kept...even a money gun.
What’s the weirdest or wildest fan interaction you’ve ever had?
I was at the pub, and a fan came up to me and said, "Oh my god, this is so crazy that I'm seeing you right now. Last night, I had a sex dream about you." A girl said this to me.
What’s the last show you binge-watched?
Couples Therapy. I'm obsessed with Couples Therapy. Orna [Guralnik], (the therapist on the show), my queen! I love that show. I find it so fascinating to delve into the relationships of other people. So much of it is very unrelatable, but some of it is relatable, and it often also makes me think, "God, I'm happy I'm single." I'm literally like, "I thank the lord that I do not have to be in whatever this is."
Which artists are you obsessed with right now?
I have been listening to Mk.gee a lot. I love Chappell Roan. I really love beabadoobee's new album. And I love Fontaines D.C. — it's an Irish band.
What’s a role people would be surprised you were offered?
Probably to host a dating show on television. I'm not interested in doing that. I already have my dating show.
Growing up, who was your favorite character from either a movie, TV show, or book?
![Well, I was obsessed with Mary-Kate and Ashley [Olsen]. I literally loved their movies, and I wanted to be them, and I still want to be them, because they're still so cool. They run The Row, they smoke a million cigarettes a day, and are just the coolest, chicest women. They've literally always been cool. I would honestly be so starstruck to meet them.](https://s.yimg.com/ny/api/res/1.2/DpWQf_e1yY6UbngoY.FvGQ--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTYzOA--/https://media.zenfs.com/en/buzzfeed_articles_778/b08839f2e422a48453f254bb931b5ebb)
Well, I was obsessed with Mary-Kate and Ashley [Olsen]. I literally loved their movies, and I wanted to be them, and I still want to be them, because they're still so cool. They run The Row, they smoke a million cigarettes a day, and are just the coolest, chicest women. They've literally always been cool. I would honestly be so starstruck to meet them.
Describe a perfect night out for Amelia.
I would say your best group of girlfriends, drinking cocktails, going to a house party, because they're always the best. There have to be some cute guys there who also fancy you and some great music. And then on your way home, you go get some chicken nuggets and chips (French fries in American English).
You're pretty active on TikTok. Which trends or sounds are you currently loving?
Amelia Dimoldenberg / tiktok.com / Via tiktok.com
Just that, "Wait, they don't love you like I love you. Wait," sound. That was quite good. Any sort of cute dance I can do, but they can't be too sexy, because it doesn't really work with me. I can't be sexy. It just cringes me out. They have to be cute enough that I'll be able to shimmy.
I love when people don't take themselves seriously on social media. Okay, last one: What has been the most rewarding and the most challenging part about this newfound fame?
Most rewarding, I think, is people actually watching your stuff. There are so many people who are trying to make things and they're brilliant, but nobody's watching them. There's just something to be said for putting your back up there and loving it. But there's also something to be said for getting feedback and, like, getting an audience. I feel like then it really becomes something as a whole. So, I'm so grateful that people watch my videos.
The most challenging thing is sometimes I find it hard to wear so many different hats in my job. I have a production line, then I'm also the talent on-screen, and then I also have a team. There are so many different things that I do which I'm so grateful for, but sometimes I find it hard to switch lanes. I find it hard to do everything at the same time.
Thank you for chatting with me, Amelia! You can watch the latest and greatest episodes of Chicken Shop Date here.
