Instagram is going behind the grid and getting to know some of its biggest creators, in the Meta-owned platform’s first video-first podcast series.
Off The Handle marks a major investment in original content for Instagram. Michael Morcos, Instagram’s head of communications, told Mediaweek that the title “depicts beautifully what we’re trying to achieve.”
“We’re trying to elevate longer form conversation off platform, while acknowledging how people connect and create on Instagram. It’s about finding those inspiring voices, those creative voices, that exist on the platform, and really trying to lift them out in a longer form content capacity,” Morcos said.
In each episode of Off The Handle, host Rudy Jean Rigg asks guests about how they tackle various aspects of their lives and careers, answering all the questions audiences have – and some they didn’t know they had – about the people behind the handle. Guests will also bring along an item they love (or don’t) so audiences get to know them better.
Despite being original content for Instagram, Morcos said the team sees Off The Handle as “being channel agnostic.”
“While there are elements that are exclusive to Instagram, we wanted to make sure that it’s completely accessible, no matter where you consume, no matter where you find your entertainment.
“It really is for those who are very much embedded in or following pop culture. That comes through in the content. So naturally, that will lean towards Gen Z, Millennials, and younger audiences, but we’ve been very conscious of making sure that it’s accessible to everyone.”
Episode one features Aussie musician G Flip, with the season also seeing Rigg sit down with Eras-tour opener Girl In Red, singer and competitive swimmer Cody Simpson, singer-songwriter Jessica Mauboy, Australian it-girl Sopha Dophaa, comedian Tim Collins, and best friends, entrepreneurs and foodies Bridey Drake and Jiny Maeng – with more guests to be announced.
Rudy Jean Rigg and G Flip speak at the Off The Handle launch event
“We spend so much time online and on Instagram on the handle, why not go off the handle? Our awesome season one guests get comfy on our couch and get the opportunity to open up and talk about all the things that they don’t share on the handle,” host Rigg told Mediaweek.
“The listener should feel like they’re in the lounge room and together we’re getting to know someone – and they’re listening to a friend who already shares their life on Instagram – sharing their stories and sharing their journey, there needs to be that kind of spirit and that kind of life to it.”
Off The Handle Episode one featuring G Flip will start streaming on all podcast platforms including Spotify, Apple Podcasts and YouTube today, with exclusive content released on Instagram @OffTheHandle.
See also: Instagram shares tips and product updates with First Nations creators at Meta HQ
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Top image: Rudy Jean Rigg and G Flip