Saturday, April 28, 2012
Saturday, February 11, 2012
Sometimes You Just Don't Know
I think a lot about William Goldman's famous quote about Hollywood, "Nobody knows anything." I've been working in viral video for going on four years now, and I feel like I know a hit when I see it. Immediately. What I don't know are the little breakout videos that just happen. This video is a good example of my seeing a video, thinking it's just OK (it could've used a stronger thud), and being really surprised by the reaction after I publish it. The video isn't a blockbuster, but it's easily the first or second most popular video we published yesterday.
Homemade Tilt-O-Whirl From Concrete Mixer - Watch More Funny Videos
When I extrapolate my experiences with internet videos to executives' experiences with TV and film, I feel really sorry for them. It's one thing to see the plane tearing open on the pilot for Lost and think "Yep, this is going to be big." It must be entirely another to pick the rest of the shows and know that millions of dollars are riding on your decisions. And I think that's why bad TV and movies get made. After all, it's one thing to be bold in your programming decisions when little is riding directly on each choice. It's entirely another when people's livelihoods, including your own, are at stake.
It's the little surprises that actually make the job interesting, those videos that I think of as filler that end up being really popular. If I just instantly knew every video that would rise or sink, there'd be no adventure in it. Instead, I make my choices and hope that my own innate sensibility is enough to guide me toward the best and funniest content. I'm glad that I don't know every video that is going to connect with people, and I'm gladder still that I know that I don't know.
Homemade Tilt-O-Whirl From Concrete Mixer - Watch More Funny Videos
When I extrapolate my experiences with internet videos to executives' experiences with TV and film, I feel really sorry for them. It's one thing to see the plane tearing open on the pilot for Lost and think "Yep, this is going to be big." It must be entirely another to pick the rest of the shows and know that millions of dollars are riding on your decisions. And I think that's why bad TV and movies get made. After all, it's one thing to be bold in your programming decisions when little is riding directly on each choice. It's entirely another when people's livelihoods, including your own, are at stake.
It's the little surprises that actually make the job interesting, those videos that I think of as filler that end up being really popular. If I just instantly knew every video that would rise or sink, there'd be no adventure in it. Instead, I make my choices and hope that my own innate sensibility is enough to guide me toward the best and funniest content. I'm glad that I don't know every video that is going to connect with people, and I'm gladder still that I know that I don't know.
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