Way back in 2012 when I first wrote about the nostalgic empire, one of the main observations I made was the almost non existent production values of Channel Awesome’s line up of shows. Each episode often consisting of just one reviewer, one camera and one bedroom. The most popular of these series being Doug Walker’s Nostalgic Critic.
Channel Awesome’s ambition has always been bigger than that though, and even before their stated quest to increase their production values began they were already using the kind of tactics employed by YouTube networks to pull in audiences and keep them watching; short credit-free intros, heaps of cross promotion with network talent, a focus on trending and popular topics, and nicely composed thumbnail graphics.
From a business perspective there’s a remarkable contrast between the return on capital Channel Awesome has achieved compared to well funded rival networks like Machinima or Makers Studio. Relatively small but well managed, Channel Awesome has effectively been more successful than Machinima, the unprofitable YouTube Goliath – it has after all got a fundamentally profitable business model, which has shown the ability to scale. Each show is like a brand of its own, which improves and refines in format overtime (or is dropped) and centres around a big personality. Machinima has taken a less personable approach, playing host to expensive, often one off, flashy projects aimed at video gamers.
Channel Awesome just seem to know their audience better. Correspondingly Channel Awesome’s website, thatguywiththeglasses.com has an impressive global rank which absolutely dwarfs its competition, who have a very limited presence outside of YouTube.
I’m not a Channel Awesome regular but I’ve been impressed by the newest episodes of the Nostalgic Critic such as, Nostalgia Critic – Turbo: A Power Rangers Movie, Nostalgia Critic – Master of Disguise, and Nostalgia Critic – Sailor Moon which I think successfully combine Walker’s nostalgia laden reviewing with more entertaining and original content than ever before. These new episodes have production values more reminiscent of James Rolfe’s Angry Videogame Nerd.
Right now Channel Awesome are continuing their push towards ever improving production quality with a crowd-funding campaign hosted at Indiegogo. It’s always interesting to see how web series creators approach their crowd-funding campaigns. The format allows a great insight into the minds of the producers and an opportunity to see audience feedback. It seems like in Channel Awesome’s case, their main focus is to finish what they started when they first moved into their new studio. They’re in need of some better lighting and equipment, and they’re raising funds from fans in exchange for the promise of better quality original content – particularly they plan to launch an original gameshow hosted by Cinema Snob Brad Jones.
Perhaps what will be most interesting for our readers is Walker’s surprise reveal in his pitch video that Channel Awesome will be opening its studio up for other producers to work from. Much like YouTube opening their studio’s doors to all in L.A, Channel Awesome will be providing a well equipped space for budding and experienced filmmakers in the Chicago area.
The Campaign is relatively fresh with 16 days left to go, and has already moved into the stretch goal phase now that the initial target of $50,000 has been met. Channel Awesome would like to give you a cookie if you donate but it’d get all crumbly in transit, so there’s a number of other rewards. You can check out their Indiegogo page to see further details.