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We won an Emmy last year for our comedy series for the NHL (now a dead link, sorry, we’ll get a version on our site soon), and are making new comedy and documentary series content for many major U.S. marketing clients, from Lifestyles Condoms to new projects for GlaxoSmithKline and Playtex. We did a 60-piece comedy show for Subway (http://www.catmanandmary.com/sa). Most of this we conceived, pitched, developed, and produced. We present ourselves as a broadband production company.

It’s a mix, for sure, and it’s all brand-friendly, and sometimes, yes, that can be irritating. But studios can control what you’re doing too, as we all probably know from experience or stories. I don’t know, I don’t mind it so much, mostly because of the utterly refreshing lack of standards and protocols. There’s room for so much great content, and there are budgets, too. And there’s so much more we could do and hope too, as well. It really still feels very young and fresh to me.

We always explain to marketers that they’re competing in a new world where they must be willing to go head-to-head with entertainment content. The new paradigm for marketers online has to be entertainment.
I think the Emmy says it all, actually. We made that series for a commercial client, but it won an entertainment award. It wasn’t on an online “network”, it was an NHL-sponsored minisite. Pretty blurry line.

Generally, interactive agencies get this and I think they are often just needing to find solid, right-price production partners who can spit out original concepts quickly. Specialized turn-key production companies have a real niche to fill here. Our price point pushes downward on TV production, massively reduces costs compared to commercial production, but it’s not a student film we’re making either. And it’s not a guy in front of a camera being funny. For Lifestyles, we went to Amsterdam, Stockholm, Slovakia, and Paris, and made comedy videos for them in each location. (http://www.lifestyles.com).

Cross-platforming is of course also a dream, so don’t get me wrong! I love TV, too. And hopefully, one day we’ll be making TV shows, too. But for us, the internet is a great place to be making content…right now.

If you’re a guerilla marketing guru like Kent and can sling T-shirts and stickers and whatever else he sells to make the cash, that’s rad. Me, I made money by approaching a company directly and pitching them a show I wanted to do that was in line with their marketing plan to begin with (uwishunu.com/illadates). There are more ways than one to skin a cat – but let’s face it – independently produced media – be it song, dance, film, whatever – is not a cash cow save for one in a million. It’s art. And in America, art doesn’t pay. I have friends in bands that tour the world, sell thousands of records and STILL have day jobs because being an indie rocker doesn’t pay.

Sure there must be a better way – we’re trying some things at XLNTads.com – but in the end, the DIY distribution model that YouTube et al provide is a pipe dream to riches.

Yuri, I dig your show. I hope your “I’m quitting” post is an April Fools gag. Keep yr chin up, and hopefully, like Jackie says, it’s an opportunity builder.