Most Seinfeld fans are in raptures about the new series by Jerry Seinfeld – Comedians in cars getting coffee.
It’s so good on so many levels. But it’s not the just humour that is worth commenting on, it’s the way the series has been presented to the market place. It has been launched on it’s own website comediansincarsgettingcoffee.com and hosted by video sharing website Crackle.com (which is owned by Sony). It’s a classic example of the strength of personal branding (admittedly there is possibly non bigger than Jerry) and the hacker approach the web brings to those with a brand strong enough to self publish. Going direct to fans not only enables one maintain creative integrity and control, but invents all sorts of monetization possibilities.
At this stage I can’t see where the financial win is for Jerry or Crackle (Crackle is free with little evidence of advertising?), while the deal between the 2 parties is also unclear. One thing for sure, is that this model is one we are going to see far more often – big stars and micro entrepreneurs going direct to market – to create the art and projects they want to create. Another comedian who did a great job of this approach was Louis CK who also decided to sell tickets to his fans direct from his website. This all reminds me of one of the great visionary talks from Garry V who predicted this a few years ago.
Smart brands and people are now going straight the web. It’s not about asking how we can ‘also use the web’ but it is a simple web first or maybe even web only mentality. Controlling our own distribution channels matters more than ever. The fact is it works better for most people to do business directly and it allows fans and content creators (or sellers) to have the direct relationship they’ve always wanted.