Last week, The Fine Bros launched the second season of “MyMusic,” a transmedia sitcom that focuses on the shenanigans of a group of characters at an independent music studio. A “30 Rock” or “The Office” for the digital age, the series follows an interesting distribution model: The Fine Brothers will release short-form webisodes every week on their main YouTube channel for the next six months, as well as a bunch of complementary, real-time social content on a newly launched music site. The MyMusic team will also continue to operate a library of social media accounts created to represent the characters in the show and interact directly with fans in-character. Once the season ends, The Fine Brothers plan to repackage the webisodic content into six, TV-length episodes, which the brotherly duo say is ideal for attracting new viewers (who can binge-watch through the entire second season). At the end of the day, though, it’s about providing fans with what they want, and in the way they want it, which the brothers are more than happy to do. Considering the fact that The Fine Bros. just surpassed one billion lifetime views on YouTube, it’s safe to say they’re going about it the right way.
With the second season, what’s different/new this time around? What should fans look forward to?
Fans can look forward to more of a deep dive into more of who the staff is, as well as spending more time out of the office environment than in Season One. There’s also quite a lot more drama to look forward to, and continued satire to the mockumentary format as a whole.
The second season is going to be available on your main channel instead of the MyMusic one. What was the reason for that?
It’s something we always wanted to do but for various reasons had to release it on the MyMusic channel last season. We consider our channel like a TV network, where all our tentpole series can all be viewed. A hit show on TV doesn’t become its own channel, it’s surrounded with other content to enjoy, and that’s the primary win. Of course, with the larger audience we are excited to introduce more people to the MyMusic experience.
“MyMusic” is known for being a “transmedia” sitcom — all these social and interactive elements that extend the universe beyond the episodes. How much would you attribute the success of the first season to these elements?
I would say the rabid fandom would not exist without the story enhancements through the transmedia. Being able to talk directly to your favorite character, as if they are a real person, blurs the lines between the viewer and the show, and the success of that side of “MyMusic” is proving that there very much can and will be ways to bring more life to scripted series moving forward. Shows need to be giving back to their fans to create superfans, and that’s been pivotal to the success of the series.
Would you say social/interactive elements such as that are mandatory if someone is looking to produce a TV-quality show and distribute it on YouTube?
It still depends on the project. You don’t want to force it into a story that it has no place in, it will not come across authentic. But, we do advise all creators to think outside the box to engage their audience even if it not directly related to story. Viewers of today want that personal touch with the creator, and will only help your future projects to have people be just as much a fan of you as the series you’re creating.
For the second season, you launched the MyMusicShow.tv blog. How will that be integrated into the storyline?
MyMusic’s company background was originally as a blog on a defunct website (mainstreamspacebook.com — a shell of it still exists!) so with the office burning down and the company running out of funds, they are returning back to their roots and focusing more on the blog and direct interactivity with series like The Mosh, and new video podcasts. There will be direct mentions of posts on the site, and if you follow along not only will you get your daily dose of real music news, you’ll also get to know more of what’s happening and about to come in select articles. The idea is to have a site you can visit without ever watching the show — we love to bring the fictional world into the real world as much as possible.