Cakes Body launches internal entertainment arm after $100M sales
Cakes Body launched its internal entertainment company, Cakes Media, last week to turn its TikTok virality into an owned media strategy. The brand, which launched in 2022, has grossed $100 million in sales over three years.
The company hired former Red Bull executive Caley Wildermuth to lead content for Cakes Media. Its first release is a 57‑minute documentary on YouTube that has attracted more than 371,600 views. Cakes Media is funded from the brand’s top‑of‑funnel marketing budget, and the firm plans to cut full‑length episodes into short‑form clips for platforms like TikTok and Instagram. The founders describe the effort as a test‑and‑learn phase to determine which content formats resonate most with audiences while building long‑term engagement.
“To have that humanness and personality come through, it’s hard to outsource that [organic social content] to an agency,” Taylor Capuano said.
“Entertainment has become the new price of admission. Brands must earn attention by offering entertaining content,” Daryl Giannantonio said.
Cakes Body founders Taylor Capuano and Casey Sarai built the brand primarily through founder‑led storytelling and TikTok viral videos, avoiding traditional brand marketing spend. The company appeared on Shark Tank and has cited brands like Bogg Bag and Stanley as comparable in their reliance on creator‑driven content. The move follows a trend seen with brands such as Red Bull Media House, which create in‑house studios to produce television shows, films or microseries.
What we know
The company, which appeared on Shark Tank, launched in 2022 and grossed $100 million in sales in three years.
The company hired former Red Bull executive Caley Wildermuth as head of content and rolled out its first piece of work on YouTube last week — a 57-minute documentary with more than 371,600 views so far.
The TikTok viral brand launched its own entertainment company called Cakes Media last week to “operationalize virality in a way that makes our overall business more profitable,” said Taylor Capuano, co-founder and chief creative officer at Cakes.