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Amelia Dimoldenberg’s £5M Empire at Risk After Flop Show
Amelia Dimoldenberg’s £5 Million Empire Faces Uncertainty as Latest Venture is Branded a ‘Flop’.
Amelia Dimoldenberg, the British influencer known for her quirky and awkward interviews in fried chicken shops, has built a strong social media presence with over three million YouTube subscribers and a rapidly growing empire valued around £5 million. However, her latest project has hit a stumbling block, with insiders revealing to MOLLY CLAYTON that her new dating show, launched in collaboration with footwear giant Converse, has failed to resonate with audiences and is being called a “flop.”
The Rise of Amelia Dimoldenberg
Born in Westminster in 1994, Amelia’s journey into the spotlight began with a passion for journalism. She studied Art and Design and earned a BA in Fashion Communication at Central Saint Martins, graduating in 2017. While still a student, Amelia created her now-famous YouTube series Chicken Shop Date as a column for a youth club magazine called The Cut. She initially interviewed friends and acquaintances from the music scene, gaining early traction with her unconventional, deadpan interview style.
What sets Amelia apart is her dry humour and awkward charm, which stand in sharp contrast to the typical bubbly and highly polished television presenters. As she told Complex magazine, “I wanted to be the antithesis of a bubbly presenter because I was bored of seeing that.” Her authenticity and unique approach quickly won over audiences, propelling her from a niche creator to a mainstream influencer.
Chicken Shop Date became a sensation, featuring interviews with high-profile celebrities such as rapper Ghetts, actor Paul Mescal, singer Sabrina Carpenter, and pop icon Cher. The show’s success even earned Amelia a spot on the Oscars red carpet as a correspondent, where her playful banter with Hollywood star Andrew Garfield went viral.
The Converse Collaboration: A Missed Opportunity?
Despite this successful trajectory, Amelia’s latest collaboration with Converse has raised eyebrows. The new YouTube dating series, Chuckmates, launched by the US footwear brand, seemed a perfect match given Amelia’s popularity and Converse’s iconic status. The show’s premise is simple: singles choose potential partners based on their preference for one of three pairs of Converse ‘Chuck’ shoes.
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However, two weeks after the premiere, Chuckmates has failed to gain traction. Critics and fans alike have described the show as poorly executed and “worlds away” from the humor and spontaneity that Amelia is celebrated for. Viewers noted Amelia’s hosting appeared “robotic” and overly scripted, stripping away the natural awkwardness that defines her brand.
An insider told MOLLY CLAYTON, “It’s been terribly executed and misses the mark completely. The biggest issue is that the video is a world away from what Amelia is good at and what she is known for. It is not a comfortable watch. What a wasted opportunity.”
Although the two episodes released so far have accumulated 3.5 million combined views, the engagement rate is low, with just around 30 comments—a stark contrast to Amelia’s usual audience interaction. Fans expressed confusion, with one commenting, “Kind of weird to me that Amelia would even have done this. She has such a strong grasp of culture and YouTube, you would think she’d have known this would have flopped.”
Amelia’s Silence and Focus on Her Own Content
Interestingly, Amelia has largely distanced herself from promoting Chuckmates. Despite being tagged in Converse’s social media posts, she has not shared the show on her own channels, nor given it a single Instagram like. While she appeared in two TikTok clips tagged by Converse, this was minimal involvement compared to her usual active engagement.
Instead, Amelia seems to be concentrating on her original series, recently uploading a Chicken Shop Date interview with model Bella Hadid that has garnered over 6.2 million views. Other recent posts show her casually dancing and joking in what appears to be her London apartment, without any mention of Chuckmates or wearing Converse shoes.
A source close to the situation remarked, “You can only imagine how Converse executives who signed off on this deal feel about Amelia’s seeming lack of support. They must have thought this was going to be the ultimate collaboration.”
Amelia’s Growing Media Empire
This apparent misstep contrasts with Amelia’s extraordinary success. In 2018, she launched Dimz Inc, a production company described as “refreshingly awkward” and “allergic to being generic.” Alongside brand collaborations with Nike, Olay, and Levi’s, Amelia has also made appearances on mainstream TV, including the most recent season of The Great British Bake Off.
Amelia reportedly earns around £6,000 per Chicken Shop Date episode, reflecting her growing influence in the digital space. Her unique style and authenticity have clearly resonated with a wide audience, building a loyal fanbase and a strong brand identity that many influencers aspire to emulate.
Despite the current controversy surrounding Chuckmates, it is unclear how many more episodes are planned or whether Amelia will increase her promotional efforts for the series. Converse continues to upload the content to its 156,000 YouTube subscribers, but without Amelia’s full endorsement, the project’s future remains uncertain.
For now, it seems Amelia’s best bet is to stick with what she knows best — her own Chicken Shop Date series — which continues to draw millions of viewers and uphold her reputation as one of social media’s most original and compelling personalities.
Amelia Dimoldenberg’s collaboration with Converse highlights the challenges influencers face when stepping outside their authentic content style. While Chuckmates may not have lived up to expectations, Amelia’s £5 million social media empire remains firmly rooted in her unique voice and genuine approach. As brands continue to seek partnerships with digital creators, this case serves as a reminder that authenticity and audience connection are paramount for sustained success in the fast-changing world of online media.
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