7 stories to read this weekend

Hugh Laurie, Mindy Kaling, bullshit jobs, the magical powers of metadata, and the story of Punjabi Sikh-Mexican American community fading into history, what past locations can tell us about where we will be in the future and good death? All in the mix this week!

Online Celebrities or Mainstream Celebrities: Who Should You Cast?

Mindy Kaling or Michael Buckley? Jessica Alba or Jessica Rose? Of course it helps to have well-known faces attached to your web series, but from what world should you draw them: the mainstream media, or the online video community? (Because the 6th thing we learned at NewTeeVee Live is that there’s definitely still a divide.)
If you’re not looking to be a flash in the pan viral hit, but rather a long-term success, you might reconsider the involvement of the truly famous. While having a known name like Amy Poehler behind your show is of course a huge benefit at launch time, for any sort of longevity you still have to build an audience for that actor within the online video community. And that actor has to be invested enough to stick around.
Felicia Williams of Next New Networks said on a recent panel at OMMA that “when a traditional celebrity embraces online video, such as when Jessica Alba challenged the Internet to a staring contest, it does huge numbers, but if that’s not the case it’s anyone’s guess.” Co-panelist Jake Zim of Safran Digital Group (whose projects include PG Porn), on the other hand, believes that it depends on your company’s business model. Safran focuses on the possibility of selling its projects “upstream” (ie: to TV networks and other opportunities), which is easier with mainstream personalities known offline. “But Gary Vaynerchuk,” whose phenomenally successful Wine Library TV made him one of our breakout video stars, “will work his ass off,” Safran said.

As mainstream celebrity’s increasing expansion into online video is a pretty new phenomenon, the success of shows like Poehler’s Smart Girls At the Party is hard to measure. But because mainstream celebrities are often busy doing, you know, whatever made them celebrities in the first place, hinging a project’s success on their availability is a dangerous game. Read More about Online Celebrities or Mainstream Celebrities: Who Should You Cast?