On Monday night, viewers were introduced to the first part of ‘I Was There When: House Took Over The World’, a documentary series on the 35th anniversary of House Music that tells the story of how the death of Disco spawned the genre’s unlikely journey from a DIY scene born in Chicago’s gay clubs to a global phenomenon. Music icons Nile Rodgers, Marshall Jefferson, Jesse Saunders, Chip E, Steve ‘Silk’ Hurley and Honey Dijon are among the legends that make an appearance. 

The documentary series, commissioned by Channel 4 and in partnership with LADBible, is the first piece of content produced by Amsterdam-based Ideas Company WE ARE Pi’s latest endeavour Pi Studios, which aims to close the gap in the market between broadcasters, brands and digital publishers. It is a remarkable leap into the entertainment industry for the creative agency. The cross-over came after WE ARE Pi identified a need from both original content creators seeking distribution, and brands seeking to grow their audiences through alternative channels. Ravi Amaratunga Hitchock, former VICE Media global executive producer and Channel 4 commissioner will be leading Pi Studios. 

Alex Bennett Grant, founder of WE ARE Pi commented: “Attention is dying for broadcasters, dying for publishers and especially dead for brands. Whatever you call your audience, the one thing they increasingly share is manic media consumption across screens and platforms. We have seen through our partnerships with the likes of Channel 4, Lego, and TED that original premium entertainment rooted in strategy is a powerful tool. We must test, validate and learn with new methods to access success. We’re launching Pi Studios to break industry barriers and facilitate bringing together the best partners and diverse creative talent towards delivering awesome experiences.”