Category Archives: Killer Video

Streaming Media East (NYC) on Tuesday, May 20

I’ll be moderating a panel for Streaming Media East tomorrow (Tuesday, May 20) at the NYC Hilton. The topic is “Creating and Promoting Amateur and Viral Videos” (A103) 1:45 PM – 2:30 PM

The session explores what makes a video viral and how marketers and amateurs can promote their video using online video sites and blogs. Proven industry experts reveal what works and what doesn’t — often counterintuitive advice that has helped them garner millions of viewers for one-hit wonders and serialized content. Come see firsthand examples from some of the best viral videos creators on the web and learn how they have created an online audience.

  • Moderator: Kevin Nalts, Product Director, Industry blogger, WillVideoForFood.com
  • Presenters…
  • Paul Kontonis, CEO, Co-Founder, For Your Imagination
  • J. Crowley, Founder, Black20
  • Ben Relles, Founder and CEO, BarelyPolitical.com (Obama Girl Creator)
  • Kip “Kipkay” Kedersha, Viral Video Producer, Metacafe Top Producer

Wish me luck. If you come, ask me a ridiculous question. And I’ll report back some highlights.

Appear Better Informed About Darfur in 3 Minutes: The Onion Makes Me Cry

Darfur. We both know how serious it is, but we’re not sure exactly why or where it is.

The Onion (helping you seem more informed”) has produced this fantastic parody of news analysis. It’s called “How Can We Let Darfur Know How Much We’re Doing For Them.”

picture-10.pngI’ve never laughed as much in preparing a post for this silly blog- in fact cried laughing (to use a bad pun). The Onion, I hope you know, is a website/print publication that has made the single finest transition to online-video content. The Onion News Network is as well written as the website I used to eagerly anticipate each Wednesday (in fact, it was literally the only website besides Google that I checked routinely in the early part of this century). But the acting is what cinches this. The acting is better than amateur online-video content, and most of television.

Watch each of these actors and realize how easy it is to believe that they’re real analysts and you’re not supposed to be laughing- the cadence, the off-camera glances, the “pile on” comments, and the timing. Folks if you’re watching, I’d kill for a cameo. No charge, and I’ll get their with 24-hours notice. 

The onion logoAccording to Wikipedia, (but watch out because The Onion reminds us Wikipedia is prone to error), The Onion launched The Onion News Network, a daily web video broadcast that had been in production since mid-2006. An early story featured an illegal immigrant taking an executive’s $800,000 a year job for $600,000 a year. The Onion has reportedly invested about $1 million in the production and has hired 15 new staffers to focus on the production of this video broadcast.[11] Carol Kolb, former editor-in-chief of The Onion, is the head writer.

In a Wikinews interview in November 2007, Onion President Sean Mills said the ONN has been a huge hit.

“We get over a million downloads a week, which makes it one of the more successful produced-for-the-Internet videos,” said Mills. “If we’re not the most successful, we’re one of the most.”

TheOnion has a YouTube account (with an atypical banner that allows viewers to drop directly into its podcasts, website or RSS) since March 2006, but its videos are all relatively new to YouTube (past several months). As of this post, I have about 35,000 subscribers on YouTube, and The Onion has about 13,000. I’m willing to bet that the network has twice as many subscribers as me by the summer.

I’ve often said that quasi professional content is on the rise, but this isn’t fair to call “quasi.” The only reason this content isn’t a better version of SNL is because there’s not enough of it, and perhaps it appeals to a smaller segment of the SNL audience with primarily news parody. Then again- it works for Jon Stewart.

See: FDA recalls pot pies because they’re hungry and the plight of lost hikers.

Media Stereotypes Online-Video Clichés

There’s no question that traditional media tends to characterize online video — and YouTube in particular — as a cute fad. Certainly the bulk of the stories are about the “one hit wonders,” Internet clichés, and sensational hits like Chris Crocker, Sneezing Pandas, laughing babies and Star Wars Kid.

When I saw some recent Comedy Central parodies, I actually got a little frustrated that comedy writers are captivated with the drama prairie dog, and misses the more interesting trends:

The boys on Southpark were right that the distribution channel is still far from a mature monetization model. But it’s getting more interesting and obviously an important trend and not a fad.

spoof of traditional media’s coverage of youtubeAs I was thinking about all this, I felt compelled to spoof my somewhat defensive reaction. So here’s me taking this argument to an absurd extreme. Attacking media for stereotypes, only to resort to groveling for an SNL deal with Lauren Michaels.

Southpark on Monetization of Digital Content

Kyle from Southpark puts it well in this 30-second clip from “Canada on Strike.” The clip’s called “The Promise of Future Revenue.” Thanks to Jan for finding it.

Kyle Southpark Canada StrikeBoy I’m sure glad that’s over with. Me too. Yeah, but you know I learned something today. We thought we could make money on the Internet. But while the Internet is new and exciting for creative people, it hasn’t matured as a distribution mechanism to the extent that one should trade real and immediate opportunities for income for the promise of future online revenue. It will be a few years before digital distribution of media on the Internet can be monetized to an extent that necessitates content producers to forgo their fair value in more traditional media.

In this part of “Canada on Strike,” the Southpark folks meet some YouTube weblebrities (the cliche one-hit wonders). There’s something pervursely symbolic to see all of the Internet stars — laughing baby, sneezing panda, gopher, Chris Crocker, Chocolate Rain, Tron guy, Numa Numa — end up in a bloody mess on the floor.

Be the “Life of Your Office” With These Tasteless Pranks

I love a slow-boil video, and this one delivers some hysterical prank bits that become increasingly tasteless… from desktop and fax pranks to “shivving” and murder. All with whispy 1940s commercial music. “Five April Fool’s Office Pranks” on Break.com.

I also enjoy the repetition of a gag, like this skinny Brit’s unbridled enthusiasm when his pranks succeed. It reminds me of Green Acres when there would be a gag that would echo several times in the same episode.

Thanks to the guy in my office who passed this on, and presumably wants to shiv his boss.

Why Media Buyers Are Stunting the Growth of Online Video

Balding white marketer desperately wants to meet smart, strategic media buyer. If you’re one, please recognize you’re not the target of this rant. But the rest of  you are just so friggin’ short sighted and clueless.

There are some amazing online-video series that could be incredible opportunities for smart brands wanting to engage with early adopters of a medium that is changing the way we relate to content and brands.

Brands can reach depth and relevancy with their target, even if it’s not driving total significant awareness and immediately creating ROI through driving intent, store visits, and trial.

I give you exhibit one. iChannel.  A mere 8000 people are subscribed to this series on YouTube, but the views of the weekly series are roughly three times that (I’m the inverse of that with 30,000 Nalts subscribers, but some recent videos ranging in the 8-15K views). So it’s a healthy and highly devoted and interactive audience. Episode 31 had 180K views alone.

And it’s deeply philosophical, well acted, intelligently scripted and short and addictive.  I had the pleasure of appearing in one last May.

These guys spend more time setting up one shot than I do on my entire post production. The audience is like a microcosm of those watching Lost. Or The Office. They’re engaged, passionate, and hold their breath waiting for the next episode.

So why would a media buyer pass on this?

  • It’s not a big media deal. No hot AOL ad reps are pushing it.
  • The audience isn’t big enough. No scale yet.
  • The conversion from the episode to a bloated brand microsite wouldn’t be great.
  • They can just advertise on YouTube’s invideo ads and get there.

Why should an electronic manufacturer dye to have sole sponsorship?

  • They could probably own it for the equivalent of pocket change they dug from the back of their marketing budget couch.
  • It would be ground breaking.
  • The audience is perfect, and the level of product engagement would be far richer than an ad we’re trained to ignore.
  • It sets the stage for a new model where advertisers contract directly with creators of content (who carry fixed audiences). No worthless intermediaries clogging the pipes between.

What’s the solution to grabbing these types of opportunities? Have these deals championed by someone outside the regular media-buying job. While I was at Johnson & Johnson, the big deals between media players (networks and magazines) were done by folks that weren’t inline marketers like me, but had influence over the way media budgets were set across the many brands. After all, J&J couldn’t get interesting deals if each brand fended for itself, and the interesting partnerships required someone that could step outside the short-sighted world I live in when charged with P&L of a brand.

I’m Packing It In. I’ve Been Outclassed.

Well after two years of trying to evangelize amateur video, it would appear that Fred and Sharon have done more in this two-minute video titled “Who Needs a Movie.” They inspire, generate ideas, and provide passion that I’ve lacked.

As film maker Dawn Westlake said, “OMG! I’m packin’ it in. How can anyone who’s legit OR viral compete with this? The PERFECT “video movie.”

So I actually visited Fred and Sharon’s website and was shocked to find there was a $1 admission price to most of their content. Out of sheer curiosity, I paid. Naturally, I found a series of low-budget YouTube videos including this classy dog animation. Or the high-end corporate film for Fred’s Bread and Jam Bakery.

I think we have cult heroes here.  Fred and Sharon- if you’re out there… let’s collab.

Napkin Musical Prank Punks Entire Food Court

Improv Everywhere Food Court MusicalThe folks at Improv Everywhere have done it again. This one gave me goose bumps. A spontanious musical number has an entire food court baffled. When security arrives, things get even more interesting.

I give you “Food Court Musical.”

Seriously. Does anyone know these people? I’ve been trying to get into the secret mailing list FOREVER. Guys, Improv Everywhere folks. I’ve done Farting in Public. Mall Pranks. Chicken Pranks. Mother’s Day Prank. Ice Cream Prank. Mad Turkey. Prank the Garbage Man.

Let me in. I can work in an ensemble. I can get to NYC on short notice. I have no shame.

NOTE: I heard from Charlie Todd last night, and joined the Improv Everywhere Ning. Fingers crossed!

Jimmy Kimmel F’ing Ben Affleck

Fucking Ben AffleckWhy can’t I attract an all-star cast like this “I’m F’ing Ben Affleck” music video that’s going viral as I type? (The link takes you to Funny or Die, although the video originally aired on Jimmy Kimmel Live).

It’s staring: Jimmy Kimmel, Ben Affleck, Robin Williams, Don Cheadle, Harrison Ford, Brad Pitt, Cameron Diaz, Christina Applegate, Benji Madden, Joel Madden, Dicky Barrett, Christopher Mintz-Plasse, Lance Bass, Dominic Monaghan, Meatloaf, Pete Wentz, Joan Jett, Huey Lewis, Perry Farrell, Macy Gray and Josh Groban

The video is Kimmel’s response to Sarah Silverman’s song titled “I’m F’ing Matt Damon.”

Another Online Video Show About… Online Video

goggleburnNext New Networks is debuting an online-video show about online video. Googleburn, which appears each Wednesday is:

“the sting in your eyes when you’ve been ogling online videos all night and it’s 6 AM on Monday and oh dear lord you can’t see anything because the Internet blasted you with whiteout,” says host Nick Douglas in the show’s first blog.

Using vocabulary matched only by Entertainment Weekly’s Owen Gleiberman, NewTeeVee’s Jackson West says the show is “slightly warped yet smartly erudite sensibility and a disaffected delivery.”

melbourne sunglasses interview australian party guyThis week’s spoof is well timed, as it features an interview with the sunglasses of Australian party thrower Corey Delaney (Worthington), who was widely seen on YouTube, in this embarassing interview. Embarassing, I think, for the host who asked loaded questions, lacked objectivity, nagged, and became part of the story (must have missed that “Intro to Television News” course in college, honey). I thought this was a prank at first, but it might well be real.

My BubbleGumTree Show, of course, is going for a more retrotarded angle on online video, featuring the interesting people of the space. Watch for a debut with Mark Day Comedy next week.

This “online video shows about online video” arena is starting to remind me of the short-lived websites that featured the best websites back in the late 90s. But it will be fun while it lasts. Via Mike Abundo’s Inside Online Video).