What's on a celebrity rider? What’s a celebrity rider?
Rider Die, the new series for Complex produced by OBB Media, the award-winning next-gen entertainment studio, is here to answer those questions and more. Much more.
Everyone wants to know what’s on the talent rider, the hyper-specific, sometimes absurd list of contractual requests a celebrity makes for their greenroom. With help from guests Tyriq Withers, Trisha Paytas, Becky G, Suni Lee, The Kid LAROI, and Ziwe, Rider Die lets viewers inside the greenroom, where each celeb explains their own riders, listing off needs (demands?) that range from solid to silly. Rider Die will launch with the Withers episode tomorrow, April 2, at 10AM ET on the Complex YouTube channel, followed by five more episodes debuting on a weekly basis.
Rider Die is executive produced by Michael D. Ratner, Scott Ratner, and Leonor Castro for OBB Media, with Jess Fee serving as the series director.
OBB Media has become synonymous with disruptive pop culture content, and has a track record of creating hit digital formats, including Hailey Bieber’s “Who’s in my Bathroom?”, which helped make Bieber’s YouTube channel one of the fastest growing in platform history, and Kevin Hart’s Cold As Balls, which has amassed billions of views across 100+ episodes. OBB’s branded entertainment studio, Bolded, has also been making waves with major brand campaigns including the Fanatics Sportsbook Big Game commercial “Bet on Kendall” starring Kendall Jenner, and “The New Face of Legs” campaign with Kevin Durant and CeraVe.
Rider Die doesn’t just provide exclusive access to celebrity life and work. Yes, it gives viewers a look behind the greenroom door, but also allows for hilarity and even a bit of chaos. Each episode is shot in a custom greenroom centered around a Crocs Classic Clog-inspired couch, allowing talent to riff, joke, and poke a little good-natured fun at, well, everything. Convos ranging from topics like on-set food to how Crocs shoes are a must for long days on set to working rituals ramp up quickly, blending real life with the surreal, until the rider itself becomes part of the bit. Crocs shows up throughout the series in the same way the brand does in real life, as part of what people reach for when they want to feel like themselves.
“At Crocs, our ‘Wonderfully Unordinary’ platform is all about celebrating individuality, self-expression, and the unexpected—and that extends to how we approach content,” said Carly Gomez, Chief Marketing Officer at Crocs. "We look to collaborate with creators and talent from the earliest stages, so what we’re building feels true to them and to us.”
And it has been a true collaboration.
That’s what Rider Die is all about.
Tune in tomorrow at 10AM ET on YouTube and Complex.com to see for yourself.
