Sonny Side’s TV pitches show why creators should discuss directing roles early

A television offer can value your on-camera presence while overlooking the work you do behind it. In an interview published by the YouTube Official Blog ahead of the 2026 Daytime Emmy Awards, Best Ever Food Review Show creator Sonny Side describes exactly that problem: production companies wanted him as talent, but wouldn’t accept his condition that he also direct.

The interview marks the show’s Emmy nomination, but its most useful business detail is that disagreement over responsibilities. Sonny says he had directed the hundreds of videos he appeared in. For him, directing includes putting himself into situations that produce a good reaction as a host. Separating those jobs would change how he makes the show, not simply who receives a credit.

He also describes taking useful production lessons from traditional television. After launching his YouTube channel, he shot pilots for Food Network and the Travel Channel. Neither was picked up. According to Sonny, he then applied what he’d learned to improve his own channel’s operations.

That operation grew gradually. Sonny says he made no profit for the first couple of years and initially hired about one person every three months as needed. Early roles included an editor, a producer and a camera operator; the team now numbers about 22 people. That history doesn’t establish a staffing formula, but it puts the current production scale in context.

If you’re considering an outside production deal, his experience suggests discussing directing responsibilities early, alongside the offer to appear. Be specific about which decisions you currently make and which you want to retain. An offer built around your performance may not include the authority you’re used to having over the finished video.

Source: YouTube Official Blog · 2026-10-28

By Hookami