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Posted by Steve Woolf
As some of you may know already, earlier today we launched a new website and rebranded our relatively successful web show JETSET into EPIC-FU. So far the response has been very strong in support of the new name and feel. There is also criticism and confusion, which is understandable. Name changes are a big deal and people get comfortable with things.
In the run-up to the name change, the one thing we did not have time to properly consider was a communications plans to make our motivations clear. After all, there's really only the three of us doing all the production work, editing, and website design and development for JETSET and other projects. We've had some great support from Next New Networks helping us with the show's myriad distribution points. But the thought behind the name change needs to come directly from the show creators, myself and Zadi. We couldn't ask our partners to explain our decisions for us.
JETSET began as "The Jet Set Show" in June 2006. At that time the show was for a much younger audience, and the name was chosen specifically to sound friendly and snappy. Over the months we found that our sensibilities were suited for an older audience and we shifted the show's creative direction to suit. Things move awfully fast on the web. By September 2006 we were building an audience of teens. By December 2006 we were building an audience of college-aged people. The Jet Set Show had become JETSET -- we were looking for ways to make the surrounding look and feel grow up with our audience.
The past few weeks JETSET has seen phenomenal growth. In September we had over a million total views for the show. In October we did a million views for a single week. So, you might ask, what's the problem?
Intellectual property is the problem. We have big, big plans for the show, and the term "jet set" is everywhere.
Creatively we also had a strong concern that the name JETSET no longer served any descriptive purpose in defining the show. To borrow a phrase from the great Rodney Dangerfield, if I had a nickel for every time we were asked if JETSET was a travel show, I'd have a shitload of nickels.
We always described our show as the new pop culture. What we meant by that was the strictest definition of the new POPULAR culture. Fred Seibert summed it up perfectly when we were in New York -- for most people over 25, MTV defined popular culture through music. For the people growing up now, the Internet is the defining cultural engine. Our show was always about exploring that culture and talking about all the people who were empowered by a new kind of media. That is the new popular culture as we see it. And that is an Epic Fuck You to the establishment in all the best and most meaningful ways.
Logistically a name and brand change is a huge pain in the ass. But the longer you wait the worse it gets. We've waited too long as it is. Even though JETSET has a following in the online video world, it's still in the very infancy of its development. One of our goals as a company is to take our shows across all forms of media, new and old. As we embark on that process, all of us content creators have to make sure we fully own everything we create so that we never have any baggage to lug along when great opportunities come knocking.
With those thoughts in mind we want to get as much feedback as possible about the branding change, so please keep sending us emails, Twitters, Facebook messages, Myspace messages, SMS's, everything!
Posted by Rick Rey
Just to reiterate what Steve said, welcome to the new blog! I'm looking forward to posting here every week, and I'm hoping to throw in an occasion audio or video podcast, too. Actually the Smashface blog comes at an ideal time for me. Just a few days ago I took down my personal blog while I re-think its purpose and explore some new ideas about what a personal portal should look like. Until that happens, I don't have to worry about not having a place to express myself and talk about stuff going on in the industry and beyond.
So first things first. Who am I and how do I fall into the Smashface equation? It's a question I get asked often. Most people don't know there is a third person working on JETSET every week. Yes, that person is me. Keep in mind Steve and Zadi do most of the heavy lifting, so my role as associate producer is more supportive than anything else. I guess you could say I fill in the gaps. Whether it be researching stories, editing, writing script drafts, playing with new apps to review, shooting feature segments, or the occasional correspondent piece -- I do whatever needs to get done. Basically, I try to make Steve and Zadi's life less hellish by alleviating some of their workload.
Another important part of my job is working with our segment producers, people like Annie Tsai and Eric Rey. Aside from writing and producing segments with them, I act as a filter (lubricant, really) to Steve and Zadi -- so everyone is on the same page and we're all in sync with the JETSET brand. This particular job -- keeping things (and people) in sync -- will become much more important as JETSET grows. Thankfully, I can rely on S&Z's input and advice to guide me through the untested waters we consistently tread.
That's pretty much the gist of it. But just like everything in the new media world, my role at Smashface is constantly evolving. And you know what, I prefer it that way! So stick with us here, subscribe to the blog, and see where we can take this thing. I'm thinking it will be a heck of a ride.
Thanks for reading,
Rick Rey
Associate Producer & Editor
Posted by Steve Woolf
Welcome to the new Smashface site and blog!
Smashface was founded in 2003 in New York. At that time, we were doing small-scale documentary work and doctoring screenplays. Seems like a lifetime ago.
When we came out to Los Angeles in January 2005 online video was maturing into a force to be reckoned with. After some experimentation we developed JETSET, where we were free to explore the best ways to interact with the people who watched the show.
After a couple of months creating that show we realized we were not utilizing the concepts and tools that make web shows unique. To truly engage and interact with our audience we needed to set up the show in a way that made them a part of it. It took some trial and error, but we experimented with our format, our calls to action, and we developed a community tool that works quite well.
Now well over a year and half into JETSET, we have serious experience cultivating a community around a web show and we're going to use that knowledge to inform all of our projects going forward. And we intend to push that interactivity as far as present technology can take it, as long as it's a good experience for the audience.
The Smashface definition of Immersive entertainment is character-driven narratives that make the viewers an indispensable part of the show. This means a time-tested narrative story arc, but one structured in a way that is intelligent enough to use audience contributions to mold the voice and feeling of the show. That sense of ownership is empowering to an audience, and they remember the experience.
Immersive entertainment can be non-fiction, as well. JETSET is a good example. We constantly hear feedback from viewers who tell us about the sense of intimacy they feel with the show and how different that experience has been from other video they have watched on the web. To say nothing of their experience watching television, which is almost totally passive.
We'll use this blog to discuss some of our thoughts around immersive entertainment and the landscape of the online video world. We are actively developing shows that are intended to bridge all forms of media, and to use the different experiences to inform each other.
This is a transformative time in the world of media, and now is when we can afford to experiment with the ideas that will shape the face of entertainment for many years to come.
Let us know what you think about immersive entertainment and online video by posting a comment or sending us a message.
Later,
Steve
Co-founder & Principal