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Amelia Dimoldenberg is the social media golden girl with an astonishing £5million empire… but now insiders reveal to MOLLY CLAYTON why her latest venture has been branded a ‘flop’ – and why it spells trouble for her future

BBG News

In terms of enchanting tales spun on social media, nobody seems to have achieved the perpetual bliss quite like Amelia Dimoldenberg does.

Through her unique, dry wit and unconventional celebrity encounters at fried chicken joints, she has amassed over three million YouTube followers and was even invited to walk the Oscars red carpet.

However, the recent endeavor by an influencer known for their smart moves is sparking curiosity among social media experts: What could have possibly gone awry?

Since it appeared as if a surefire hit when shoe company Converse revealed their plan for a dating show with a 31-year-old Londoner hosting, it raised high expectations.

In the YouTube show titled “Chuckmates,” single individuals choose among three potential partners, mainly influenced by who has the more appealing pair of Converse ‘Chuck’ sneakers.

Two weeks have passed since the initial episode, and the American show hasn’t gained traction as expected. Critics point out Amelia’s stiff, pre-written presentation as the reason for its underperformance compared to her usual charm and off-the-cuff humor that has made her so popular.

‘It’s been terribly executed and misses the mark completely,’ one insider says.

The main problem lies in the fact that the video doesn’t align with Amelia’s strengths or her reputation.

‘It is not a comfortable watch. What a wasted opportunity.’

Critics are labeling the show’s content as an ‘unmitigated failure’, noting that despite each episode of ‘Chuckmates’ accumulating a total of 3.5 million views, there are only 30 comments to show for it.

One fan commented, ‘It’s surprising to me that Amelia would do something like this given her deep understanding of culture and YouTube. I would have thought she would have realized it wouldn’t succeed.’

And, more importantly, it appears Amelia herself feels the same.

Although Converse’s posts on their social media platforms were consistently tagging the comedian, Amelia did not participate by sharing or publicizing any of the content.

She hasn’t even given it today’s most modern seal of approval: an Instagram like.

In other words, although she’s appeared in two TikTok videos alongside the footwear company, this essentially amounts to them tagging her in their content.

Instead, it appears that Amelia has been devoting herself to her very own YouTube series, “Chicken Shop Date,” as evidenced by the recent interview she conducted with the stunning Bella Hadid, which has garnered a staggering 6.2 million views in just a week. I can’t get enough of it!

In her latest posts on social media, she appears to be dancing and laughing, suggesting it’s her London residence where the fun is taking place.

In none of them does she mention Chuckmates or even wear a pair of Converse.

Despite the uncertainty about Amelia’s earnings from the job, it raises an intriguing point as to why she hasn’t endorsed or promoted the show thus far.

It’s hard to fathom the feelings of Converse executives, given their apparent disappointment over Amelia’s perceived lack of backing for a deal they approved.

‘They must have thought this was going to be the ultimate collaboration.’

It appears that the show takes an incorrect turn when we think about Amelia’s remarkable journey to creating a £5 million social media empire.

Born in Westminster in 1994, Amelia always had her sights set on becoming a journalist.

She earned a Bachelor’s degree in both Art and Design and Fashion Communication from Central Saint Martins, successfully completing her studies in the year 2017.

While a student, she started Chicken Shop Date as a column in a youth club magazine called The Cut.

She started conducting interviews with acquaintances from the music community, along with her academic work. Her online article connections were gaining momentum.

Since then, Amelia has mentioned that she presented her concept to influential figures, yet they found it difficult to determine how to act upon it, eventually prompting her to start documenting her conversations and sharing them on YouTube as early as 2014.

In a humorous and slightly uncomfortable manner, she conducts interviews with her guests, probing them about their romantic relationships.

And, to this day, she says her unusual interview style is authentic.

She shared with Complex magazine that she aimed to be a contrast to typical bubbly presenters as she found their style repetitive.

Instead of being constantly chatty and lively like most TV hosts, I aimed to be their quiet counterpart – that’s the unique style I chose to adopt. This over-the-top persona represents an extreme side of me.

To be completely honest, at the outset, it wasn’t about embodying a character – it was purely me expressing myself authentically. It seems like folks might have found my enthusiasm so unusual or peculiar that they thought it must be a role I was playing.

In 2014, her breakthrough moment occurred when she conducted an interview with the British rapper Ghetts, who’s also collaborated with artists like Stormzy.

Ever since that time, she has conducted interviews with notable figures such as actor Paul Mescal, Wicked’s Cynthia Erivo, and pop icon Cher – averaging approximately £6,000 per interview.

This year, I had the privilege of gracing the Oscars red carpet not just as an attendee, but as a correspondent for the event. My playful chat with the dazzling Andrew Garfield during the ceremony became quite the sensation, generating countless views and stirring conversations on social media platforms.

In 2018, Amelia founded Dimz Inc, a unique production company that prides itself on being ‘unusually quirky’ and ‘resistant to mediocrity.’ Since then, she has worked with well-known brands like Nike, Olay, and Levis, and also graced the screens of prime-time television when she competed on the latest season of The Great British Bake Off.

It’s hardly surprising that this year’s partnership with global powerhouse Converse likely felt like a straightforward agreement.

It’s expected that additional episodes of Chuckmates will be released, as Converse continues to distribute the content to their 156,000 YouTube subscribers.

It’s uncertain if Amelia will join the promotion for the dating show as well. Some may speculate that it would be wiser for her to focus on her own endeavors instead.

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2025-06-16 14:04

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