UPDATE: For the full interview, click here.
I had an email interview with Benny and Rafi Fine recently, the pair that makes up the Fine Brothers, the duo of producers making some of the most popular viral videos on the net, along with a couple of web series. They’re razor-smart, and I hope to quote extensively from our interview in future articles, but I wanted to pull out an interesting statement from Rafi that I think is useful for producers starting out in the space. It’s about where to publish your videos and knowing which websites are good for specific kinds of videos. The Fine brothers publish everywhere: YouTube, MySpace, Facebook, Atom, iTunes, FunnyorDie, Break. This is in part because they do all kinds of videos; so take the advice with a grain of salt: they’re more versatile than your average producer, so they publish more places.
Rafi: YouTube is of course the bread and butter of everything online. No other site gives any ad money to independent producers on that scale, and no other site gets us steady views like YouTube (thanks to their subscriber system which over time has stood out as the best). That said, the other sites have their specific merits… whether it’s the million views you can get in a day or 2 if Break puts you on the homepage, to the more traditional media cred Funny Or Die gives you.
It all depends on what ones goals are online really, and changes month to month on which websites can help you achieve those goals. That said, YouTube should be the base of operations since it has stood out as the only place other than iTunes that can generate a reliable fanbase that will always come back for more.
Not all producers have found success on YouTube, of course. I got an email the other from a web series creator whose YouTube videos have not taken off in the same way. The Fine Brothers probably do well on the ‘Tube because they’re really funny. Their videos go viral, because people like to share them. They’ve used the visibility from YouTube to build a fanbase and support their other activities — like their Atom project MyProfileStory, which, despite being of one the more creative web series ideas, did not go past the pilot, though Benny tells me it’s not over quite yet: “It was a huge success though and we have several companies interested in the series.” So there’s still hope!
Although they are still invested in the future of web video, the Fine brothers told me they are taking meetings with traditional TV companies; it’d be great to see the aesthetics of web humor make it onto the TV screen (aside from the activity already happening in web video, like YouTube on AppleTV and the Koldcast/TiVO deal, noteworthy developments on their own from the past few years).
If you haven’t seen them yet, here’s one of their latest viral vids, part of their “spoilers” series, which apparently they shoot in one take (looks like it to me)! I can’t imagine how hard it is to memorize all these lines, and then say them so fast — though I guess Michael Buckley knows something about that.
For more of the interview you’ll have to stay tuned and watch for them in other publications!