Chicken Shop Date marks 10-year milestone as creator culture reshapes UK media

Chicken Shop Date marked its 10-year milestone this week, a moment that underscored how a simple interview format evolved into a defining part of the UK’s online culture. Amelia Dimoldenburg, who has hosted the show since its 2014 launch, says the anniversary is a reminder of both the audience’s loyalty and the guests who have appeared on the format, which blends dating-style conversations with celebrity interviews.

Dimoldenburg’s path to the show began at the Stowe Centre youth club in north-west London, where she interviewed grime artists for a column in The Cut magazine. She started filming the conversations and framing each chat as a “date,” uploading the clips to YouTube. The approach resonated with viewers, and what began as something modest grew into a global presence that helped elevate Dimoldenburg into one of the UK’s best-known content creators. The show’s rise also sits within a broader shift in how audiences discover talent online.

The journey hasn’t been instant. Dimoldenburg notes that many people underestimate the show’s history or assume it happened quickly. "I actually don’t mind it," she says. "I enjoy interviews because I get to share my story with other people." She recalls a time when persuading publicists, managers, and talent to appear on the show was far more challenging than it is today. "When I started the show content creators weren’t at the height they are now," she explains. "I spent so much time trying to persuade publicists, managers and talent to come on the show." In 2014, social media wasn’t widely seen as the best platform for promoting a celebrity’s latest project; a decade later, Dimoldenburg says, the dynamic has reversed, and she is often swamped with requests rather than chasing opportunities.

The show’s growth aligns with the broader rise of online media. Dimoldenburg points to YouTube and TikTok as key engines that enable content creators to reach wide audiences beyond traditional TV. She has interviewed major stars, including Billie Eilish, and has observed how online personalities increasingly shape viewers’ entertainment choices, opinions, and even purchases. Yet as the industry matures, some still question whether “content creator” is a legitimate career. A recent UK government report highlighted the sector’s economic footprint, estimating that content creators contribute about £2.2 billion to the economy, and Dimoldenburg has been vocal about the need for formal recognition.

Inevitably, the discourse around digital work has grown more serious. Dimoldenburg was among high-profile YouTubers who supported a commission-era report by the platform that called for greater recognition from government. This week, policymakers took a further step by establishing an all-party parliamentary group (APPG) dedicated to representing UK creators and strengthening ties with politicians. The move, she says, signals progress—even if there is more work to be done. "We’re storytellers like directors, like scriptwriters. We’ve been doing everything ourselves from the very beginning so I’m advocating for us," she says. The APPG’s framing of creators as cultural and economic operators reflects a shift toward integrating digital work into the national policy conversation.

Dimoldenburg also used the milestone to emphasize how the next generation of creators can grow sustainably. Earlier this year she launched a summer course aimed at training up the next set of young creators, sharing lessons she has learned about maintaining quality as a project scales. "It’s great to have an idea and put it on YouTube," she says. "But you also need to have the right team around you to make sure it’s not a flash in the pan and you can grow it in a sustainable way." She emphasizes that continuing at a high level requires more than a single person’s effort; a capable team helps preserve momentum and mental health.

The rewards for creators who break through are significant, but the path is not without challenges. A 2022 UK government report identified an influencer pay gap related to gender, race, and disability, underscoring ongoing concerns about equity in digital careers. Dimoldenburg says she wants to use her platform to broaden access for people from underrepresented backgrounds and provide the resources needed to start a creator career. "Taking people who work in digital media seriously is something I’m really passionate about," she says. "We’re storytellers like directors, like scriptwriters. We’ve been doing everything ourselves from the very beginning so I’m advocating for us."

For aspiring creators, Dimoldenburg offers practical advice: do meticulous research before presenting a guest so nerves don’t derail conversation, and be ready with follow-up questions even as you listen. "Do your research, always, number one," she says. "Do as much as you can so you don’t go blank when you’re sat opposite someone." She concedes that even seasoned interviewers stumble, but she emphasizes the importance of preparation and the ability to improvise.

On a lighter note, she offers dating guidance that applies to her interview style as well: "It’s all about sense of humour. If you don’t connect on a sense of humour level it’s not even worth going there. If they can’t make you laugh or they don’t laugh at your jokes it’s not worth it." The anniversary conversations have also been part of broader events connected to the show, including a space on the schedule for Wicked star Cynthia Erivo as part of the celebration.

As Chicken Shop Date marks a full decade, Dimoldenburg remains a leading voice among creators who view the work as both art and enterprise. The milestone comes at a time when policy and industry practice are beginning to formally acknowledge the economic and cultural impact of online content. With new programs for upcoming creators, a government-focused conversation about recognition, and ongoing collaborations with high-profile guests, the show’s legacy continues to inform how audiences engage with culture in the digital age.