South African musician J’Something and YouTube on Thursday officially launched Something’s Cooking TV at an event hosted at Google, Johannesburg.
Mi Casa frontman and celebrity chef, J’Something, announced the channel at the beginning of March. An extension of J’s love of good food and good music, Something’s Cooking TV, which has been years in the making, brings together his life’s adventures and lifestyle ventures onto one platform.
“YouTube was, is, and will always be my source of entertainment and, more importantly, my source of education when it comes to cooking. It’s where I've always gone to understand food better. So, when it came to choosing the right platform to host my online cooking channel, it had to be YouTube,” J’Something says.
“The way people are consuming ‘TV’ has changed so much. I binge on YouTube videos from the comfort of my bed on my smart TV, on my phone, or on my laptop… things have changed and are changing drastically. This idea of my own channel has been in the pipeline since this brand of mine has been growing organically over the years. The timing needed to be right and I feel like this is the beginning of something much bigger than me,” he adds.