Dead Set on Life

Dead Set on Life is a Canadian culinary travel television series hosted by Toronto-based chef Matty Matheson, which premiered on Viceland on July 7, 2016, and follows the host's boisterous explorations of diverse food cultures, ingredients, and communities, from affordable roadside eats to premium global delicacies, often shared with friends and local experts.^[1][2][3] The show emphasizes Matheson's warm, larger-than-life personality as he embarks on adventures across Canada and internationally, such as hunting moose in remote areas, diving into Winnipeg's Filipino heritage through home-cooked meals, attending Indigenous powwows with traditional feasts, and even traveling to New Zealand to experience Māori cuisine and customs.^[4][5] Episodes typically blend travel, hands-on cooking, and cultural immersion, highlighting sustainable sourcing like farm visits in Ontario and wild game preparation, while showcasing Matheson's mentorship under figures like his Vietnamese chef instructor Rang Nguyen.^[6][7] Spanning three seasons that concluded in 2017, the series aired 24 episodes in total, with each roughly 22 minutes long, and received positive reception for its authentic, unpretentious approach to food storytelling, earning an 8.1/10 rating on IMDb from over 300 users.^[2][1] No major awards were documented, but it contributed to Matheson's rising profile in culinary media, later amplified by his roles in shows like The Bear.^[3]

Overview

Premise and format

Dead Set on Life is a culinary travel series hosted by Toronto chef Matty Matheson, centering on a boisterously warm exploration of diverse food experiences ranging from inexpensive everyday options like $6 gas station subs to premium, hard-to-find ingredients.^[6] The show follows Matheson as he journeys to various communities in Canada and abroad, immersing himself in local culinary traditions and sharing meals that highlight cultural connections.^[1] This concept emphasizes accessibility and variety in food, showcasing how cuisine bridges everyday life with extraordinary discoveries.^[6] The format consists of 22-minute episodes that blend unscripted adventures with Matheson's interactions, where he eats, cooks, and dines alongside locals, friends, and fellow chefs, infusing the narrative with humor, personal anecdotes, and genuine emotional moments.^[8] Without a rigid scripted structure, the series prioritizes spontaneous storytelling, allowing for organic exchanges that reveal the human side of food preparation and consumption.^[9] Episodes typically begin with travel to a specific location, followed by engagements with community members or experts, hands-on activities such as cooking, foraging, or hunting ingredients, and culminating in shared communal meals that foster a sense of togetherness.^[6] At its core, the series celebrates life through the lens of food, promoting themes of positivity, human connection, and cultural exchange, directly inspired by the titular phrase "dead set on life"—a personal mantra of Matheson's, tattooed on his knuckles, symbolizing a fervent commitment to embracing experiences fully.^[9] This philosophy underscores the show's rejection of cynicism in favor of joyful immersion in diverse culinary worlds, encouraging viewers to appreciate the stories and passions behind every dish.^[6]

Host

Matty Matheson is a Toronto-based Canadian chef renowned for his energetic and unpretentious personality, with over 15 years of experience in the culinary industry. Born in 1982, he moved to Toronto in 2000 and enrolled in Humber College's culinary program, dropping out shortly before graduation to tour with a friend's band, quickly rising through roles at establishments like Le Select Bistro and La Palette before establishing himself as a prominent figure in the city's food scene.^[10][11][12] Prior to hosting Dead Set on Life, Matheson built a notable career as the executive chef and co-owner of Parts & Labour, a rock 'n' roll-inspired restaurant in Toronto's King West neighborhood that opened in 2010 and became a local staple for its casual vibe and hearty dishes until its closure in 2019. He also gained early visibility through collaborations with Vice, appearing regularly on their Munchies series starting around 2013, where he featured in popular segments like "Hangover Cures" and "Keep it Canada," showcasing his approachable take on food culture and amassing a dedicated online following.^[10][13][14] As the central host of Dead Set on Life, which premiered on Viceland in 2016, Matheson serves as the guiding force, traveling to diverse locations to explore local cuisines, cook alongside communities, and narrate each episode with a blend of humor and genuine warmth that draws viewers into the cultural experiences. His personal philosophy of being "dead set on life"—a mindset he describes as a commitment to positivity, human connection, and embracing everyday joys—inspires the series' core ethos, transforming culinary adventures into uplifting stories of resilience and shared meals.^[6][13] Matheson's on-screen style is characterized by a boisterous yet relatable demeanor, prioritizing inclusivity and the pure pleasure of food over pretension, which allows him to connect authentically with guests from gas station cooks to indigenous hunters, fostering a sense of communal joy in every episode. This approach, honed from his Vice days, underscores his rejection of culinary elitism in favor of celebrating accessible, heartfelt eating traditions.^[10][15]

Production

Development

Dead Set on Life was developed by VICE in 2016 as part of the launch lineup for its Viceland television network, with the concept pitched by chef Matty Matheson following his recovery from a heart attack in 2011.^[16][10] Matheson, who had previously gained prominence through VICE's online Munchies series such as Keep It Canada, proposed the show as a way to explore authentic food and travel experiences across Canada, drawing from his personal philosophy encapsulated in the title—derived from a Cancer Bats song and a friend's post-surgery quip about being "dead set on life."^[16][9] The series was produced by VICE Studios Canada in collaboration with Vice Media, with Matheson serving as co-creator alongside a team of executive producers including Lauren Cynamon, Spike Jonze, Michael Kronish, Patrick McGuire, and Eddy Moretti. Directors for individual episodes were drawn from VICE's in-house talent, emphasizing a hands-on approach that built on Matheson's existing relationship with the company.^[17] The creative vision centered on distinguishing the show from conventional food programming by prioritizing raw, unfiltered encounters, humor, and cultural immersion over polished competitions or high-end cuisine, aiming to highlight everyday communities and personal narratives.^[9][16] This anti-elitist ethos was intended to make culinary travel accessible and relatable, focusing on diverse regional traditions and social contexts.^[9] Pre-premiere buzz was generated through VICE's own publications, including Munchies interviews where Matheson expressed enthusiasm for the project's authenticity and its departure from sobriety-influenced reevaluations of his earlier work, positioning the series as a bold, character-driven addition to Viceland's original slate.^[16] Early episodes were teased online via video.vice.com, building anticipation for the July 7, 2016, debut.^[16]

Filming locations

Dead Set on Life was filmed primarily across various regions in Canada, capturing the country's diverse landscapes from urban centers to remote rural and indigenous communities. Key Canadian locations included Ontario, where episodes featured the host's hometown of Fort Erie, farming areas near Stratford and Perth, and the Y.U. Ranch for agricultural explorations.^[6][18] In Manitoba, production took place in Winnipeg's Filipino community and Portage la Prairie for First Nations events at the Long Plain reserve.^[19][6] Other provinces like Saskatchewan (near Saskatoon and for bison ranching), Nova Scotia (lobster fishing and coastal farms), Quebec (Montreal's kosher districts), Newfoundland (moose hunting), and Nunavut (Iqaluit for Inuit traditions) provided backdrops for multi-day shoots emphasizing local customs and outdoor pursuits.^[18][6][20] International filming expanded the show's scope, with trips to Vietnam (Hanoi and southern hometowns for street food and family visits), the United States (New Orleans for Mardi Gras celebrations in the Lower Ninth Ward and Lafayette, Florida's Everglades for airboat adventures, Las Vegas for culinary staples, and Los Angeles for barbecue sessions), New Zealand (Rotorua and Hawke's Bay for Māori cultural experiences), Australia (outback survival activities), and Iceland (for northern explorations).^[6][21][22] These overseas locations were selected to highlight global culinary influences and community stories, often involving collaborations with local experts.^[23][5] Logistically, production relied on a mix of transportation modes to access remote sites, including road trips by car across Canadian provinces for farm and community visits, flights for international segments, and boats for coastal activities like Nova Scotia lobstering or Everglades navigation.^[18][24] Shoots incorporated hands-on local elements such as powwows, sweat lodges, hunting expeditions, and street markets, requiring coordination with community leaders to integrate authentic events without disrupting daily life.^[6] Crews typically operated in small teams to navigate tight schedules, blending travel with on-site cooking and interviews over several days per location.^[25] Filming faced challenges from Canada's variable weather, particularly in outdoor-dependent segments like Saskatchewan duck hunting or Nunavut's Arctic cold, which demanded adaptive scheduling and equipment for extreme conditions.^[26] Transitions between urban settings (e.g., Montreal or Las Vegas) and rural ones (e.g., Manitoba prairies or New Zealand geothermal areas) required rapid adjustments in lighting, sound, and safety protocols.^[20][23] Cultural sensitivities were paramount, especially in indigenous and international communities, where producers emphasized respectful engagement, obtaining permissions, and avoiding exploitation through close consultation with hosts and elders.^[6][5] Over the series' run, filming evolved from primarily on Canadian locations with some international elements in Season 1 to broader international ventures in Seasons 2 and 3, incorporating more U.S. and Pacific destinations to appeal to a global audience while maintaining roots in Canadian narratives.^[27] This progression reflected the show's growth under VICE production, balancing logistical feasibility with thematic expansion.^[16]

Seasons and episodes

Season 1

The first season of Dead Set on Life premiered on July 7, 2016, on Viceland in Canada, consisting of eight episodes with an average runtime of approximately 22 minutes each.^[28] The season introduces host Matty Matheson, a Toronto-based chef known for his energetic personality and background in restaurant kitchens, as he embarks on culinary adventures across Canada that intertwine food exploration with personal anecdotes.^[1] The season's structure follows Matheson traveling to diverse regions, often with friends, family, or mentors, to engage in hands-on cooking, hunting, and community events that highlight regional ingredients and traditions. Key episodes include:

• Episode 1: "The Life of Matty" (July 7, 2016): Matheson returns to his hometown in Ontario with his mentor Rang Nguyen, revisiting formative experiences that shaped his culinary career.^[29]
• Episode 2: "City Matty, Country Matty" (July 14, 2016): Matheson contrasts urban and rural life by visiting Ontario farms like Perth Pork and Y.U. Ranch, culminating in a large backyard barbecue with friends and family in Stratford.
• Episode 3: "The Matty of Manila" (July 21, 2016): In Winnipeg's vibrant Filipino community, Matheson learns to make longanisa sausages with local hosts Ron and "Hot Rod" Cantiveros and participates in a traditional boodle fight feast.^[30]
• Episode 4: "Pow Wow Wow" (July 28, 2016): Matheson joins the Long Plain First Nation in Manitoba for their annual powwow, immersing in Indigenous cultural practices and shared meals.
• Episode 5: "Where the Bison Roam" (August 4, 2016): Traveling to Alberta, Matheson meets bison rancher Ivan Smith, known as the "Bison Whisperer," to learn about sustainable raising before joining chef Edgar Gutierrez for an off-road cooking excursion.^[31]
• Episode 6: "North of Saskatoon" (August 11, 2016): In Saskatchewan, Matheson participates in duck hunting, attends the Great Prairie Feast, and engages in high-energy activities tied to local prairie cuisine.
• Episode 7: "Super Nova Scotia" (August 18, 2016): Matheson explores Nova Scotia's coastal foods through lobster fishing, a visit to chef Bryan Picard's Bite House, and sampling artisanal cheeses at a local farm.
• Episode 8: "The Prodigal Rang Returns" (August 25, 2016): Reuniting with mentor Rang Nguyen in Newfoundland, the duo continues their journey with a moose hunting trip, reflecting on personal growth through shared outdoor cooking.

Throughout the season, Matheson's hosting style emerges as a blend of raw humor, vulnerability in sharing life stories, and enthusiastic discovery of hyper-local ingredients, setting the tone for the series' focus on authentic, community-driven culinary experiences rather than polished restaurant fare.^[6]

Season 2

The second season of Dead Set on Life consists of eight episodes that aired in 2017 on Viceland, expanding the show's format with a stronger emphasis on personal relationships and cultural heritage through food.^[32] Building on the travel-centric style of season 1, this season incorporates more intimate collaborations, particularly with host Matty Matheson's mentor Rang Nguyen, to explore individual backstories alongside regional and international cuisines. The season opens with episode 1, "Rang's Journey," (October 27, 2016) which traces the personal story of Matheson's mentor Rang Nguyen in his hometown in south Vietnam, highlighting his life experiences, family ties, and influences on Canadian culinary scenes through shared meals and reflections.^[33] Episode 2, "The French Connection," (November 3, 2016) follows Matty and Rang to Hanoi, Vietnam, to explore the growing restaurant scene and French-Vietnamese fusion dishes with expat chefs.^[34] In episode 3, "Matty, Son of Bear," (November 10, 2016) Matheson engages in Quebec's unique subcultures, including wilderness activities, foraging, and outdoor cooking to highlight French-Canadian traditions.^[35] Episode 4, "Mardi Gras, a Young Man's Game," (November 17, 2016) captures the festive energy of New Orleans during Mardi Gras celebrations, where Matheson participates in parades, street food tastings, and communal gatherings that blend Cajun and Creole flavors.^[26] Episode 5, "Kosher Montreal," (December 1, 2016) examines Montreal's vibrant Jewish food scene, with Matheson touring delis, bakeries, and markets to sample kosher specialties and discuss the community's culinary traditions.^[26] Episode 6, "The High Cost of Arctic Living," (December 8, 2016) explores Inuit life in Iqaluit, Nunavut, addressing food security challenges and traditional preparations amid high costs and harsh conditions.^[36] Episode 7, "Caribananas," (December 15, 2016) immerses Matheson in Toronto's Caribana festival, celebrating West Indian culture through vibrant parades, street foods, and community feasts. Episode 8, "Hardcore Tailgating," (December 22, 2016) takes Matheson to Fort Erie for legendary football tailgate parties, featuring hearty local eats and rowdy gatherings with friends.^[32] Throughout the season, recurring themes include deep personal connections forged over meals, the preservation of heritage foods amid cultural shifts, and the joy of festive events that unite communities around shared culinary practices.^[6] These elements underscore the show's commitment to authentic, relational storytelling in diverse North American and international contexts.^[37]

Season 3

Season 3 of Dead Set on Life served as the series finale, comprising eight episodes that aired weekly and concluded on June 1, 2017.^[38] The season premiered on April 6, 2017, with host Matty Matheson embarking on increasingly eccentric food quests across the United States, Canada, and internationally to Australia, New Zealand, and Iceland, blending survival challenges, regional culinary traditions, and communal gatherings to underscore the show's core premise of embracing life's unpredictable adventures through eating and exploration.^[39] Key episodes include:

• Episode 1: "If It Ain't Rough, It Ain't Fun" (April 6, 2017): Matheson immerses in the raw wilderness of the Florida Everglades, joining eighth-generation alligator hunter Shelley Wooten for a high-stakes survival experience, hunting and preparing wild game while navigating swamp dangers to honor Gladesmen culture.
• Episode 2: "The BBQ King of Hollywood" (April 13, 2017): Matheson travels to Los Angeles to collaborate with renowned chef Adam Perry Lang, exploring the BBQ scene through smoking meats, fishing trips, and even impromptu boxing matches ahead of Lang's restaurant launch.^[40]
• Episode 3: "Vegas, the Prime Rib Capital of America" (April 27, 2017): In Las Vegas, Matheson dives into the city's steakhouse culture, sampling prime rib specialties and learning about the history of meat-centric dining in Sin City.
• Episode 4: "Born and Raised on the Boardwalk" (May 11, 2017): Matheson explores Atlantic City boardwalk foods, from saltwater taffy to fresh seafood, engaging with local vendors and families tied to the Jersey Shore culinary scene.
• Episode 5: "The Real Australian Outback" (May 13, 2017): Venturing to Australia, Matheson joins chef Steve Austin for a walkabout, hunting kangaroo and preparing bush tucker in remote outback settings.
• Episode 6: "Two Big Chefs in Kiwi Country" (May 18, 2017): In New Zealand, Matheson teams with local chefs for a hāngī feast, immersing in Māori customs, earth-oven cooking, and traditional ingredients.
• Episode 7: "Thunder Bay, Greatest City in the World" (May 25, 2017): Returning to Canada, Matheson celebrates Thunder Bay's diverse food scene, from Finnish baked goods to Indigenous wild rice dishes shared at community events.
• Episode 8: "Matty's Icelandic Adventure" (June 1, 2017): In Iceland, Matheson experiences fermented shark, geothermal baking, and surf-and-turf meals, bonding with locals over extreme culinary traditions.

Throughout the season, the narratives build to a thematic crescendo of audacious, laughter-filled endeavors that capture the absurdities of human existence via food—from perilous hunts yielding triumphant meals to lighthearted feasts amid vast landscapes—effectively capping the series' run with unfiltered energy and camaraderie.^[6][41]

Reception

Critical response

Dead Set on Life has received generally positive critical reception, with an IMDb user rating of 8.1 out of 10 based on 316 reviews, reflecting appreciation for its authentic portrayal of culinary adventures and host Matty Matheson's engaging personality.^[1] Users on IMDb have praised the series for its humor and warmth, describing it as a fun and relaxing watch that provides genuine insights into Matheson's life and cooking techniques.^[42] Critics have highlighted the show's engrossing style and avoidance of typical food television clichés, emphasizing Matheson's charisma and the heartfelt exploration of diverse food cultures.^[43] In a 2016 VICE review, the series was lauded as "the best TV show in the world" for its raw, hilarious, and life-affirming approach to extreme culinary experiences, showcasing Matheson's boisterous energy and positive message about embracing life.^[9] Food media outlets like ToFoodies have similarly commended Matheson's authenticity and humor, noting the show's unique blend of travel and personal storytelling that resonates with culinary enthusiasts.^[44] The series received two nominations at the 6th Canadian Screen Awards in 2018, for Best Lifestyle Program or Series and Best Host in a Lifestyle/Information Program or Series.^[45] Some reviews point to the series' niche appeal, suggesting it primarily attracts younger food lovers and may not engage non-foodies due to its focused culinary and travel elements.^[42] While no major structural criticisms like repetition were widely noted, the emphasis on Matheson's personal journey and specific cuisines contributes to its targeted entertainment value.

Viewership and legacy

"Dead Set on Life" premiered on Viceland, a cable network that rebranded to VICE TV in 2021, where it aired across its three seasons from 2016 to 2017.^[6] Specific viewership metrics such as Nielsen ratings are not publicly available for the series, likely due to Viceland's focus on niche programming rather than mainstream broadcast audiences; however, its renewal for three full seasons of eight episodes each underscores a dedicated cult following within food and travel enthusiasts.^[1] The show has maintained accessibility through streaming, available on platforms including Prime Video, Apple TV, YouTube, and VICE TV, with episodes purchasable or streamable digitally since its 2016 debut.^[46][4][47] Internationally, the series distributed through VICE's global media networks, reaching audiences in regions like Australia via SBS Viceland and the UK through All 4, broadening its appeal beyond North America.^[15][48] Home media releases have been limited to on-demand digital formats, with full seasons available for purchase on services like Fandango at Home since 2016, reflecting the shift toward streaming in culinary television.^[49] The series significantly elevated host Matty Matheson's profile in the culinary world, transitioning him from a Toronto chef to a multifaceted media personality and paving the way for his role as Neil Fak on the FX series "The Bear" starting in 2022.^[50][51] By emphasizing unpretentious exploration—featuring everything from gas station subs to high-end ingredients—"Dead Set on Life" influenced the casual culinary travel genre, prioritizing authentic joy, accessibility, and cultural immersion over polished perfection, as noted in its anti-aspirational style.^[52] Culturally, the show highlighted underrepresented communities by showcasing Indigenous cuisines and traditions, such as episodes visiting the Long Plain First Nation in Manitoba, Inuit life in Iqaluit, Nunavut, and Māori food practices in New Zealand, alongside immigrant-driven foods like Vietnamese and kosher Jewish dishes in Canada.^[24][5][53] This approach not only promoted diverse culinary narratives but also inspired viewers to experiment with local foods and travel, fostering a sense of communal discovery in everyday eating.^[15]