Will Make Web Video For Food

According to San Francisco Chronicle, popular web video series like “Break a Leg,” are not being shown the money.

Even with a YouTube partnership, contest winnings from Internet video clearinghouse Metacafe and other recognitions, “Break a Leg” has grossed about $2,500 for two years’ work. This is a show with an average monthly viewership of 1.5 million people.

“Break a Leg” embodies the key contradictions of the brave new world of online video entertainment. It’s easier and cheaper than ever for individuals to produce their own work and put it up for global audiences – on sites like YouTube, Revver, Veoh and My Damn Channel – but it’s almost impossible to make a living outside of the established TV and film industry.

Regarding this story, Hugh MacLeod, says, “The business model is not a revenue model. The business model is a social model. Duh…” I have no idea what that means, but I thought I’d share it with you anyway.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. It’s an attention model. If and when that attention scales you can either;
    1. Monetize it through ad sales,
    2. Barter the attention for $ (e.g. speaking engagements, nightclub appearances, mainstream media affiliations, brand endorsements, concert tickets, etc. Think Paris Hilton and Robert Scoble),
    3. Sell ancillary products to your audience, which finds value in your offering, as well as its association with your “celebrity” status (e.g. big cartoon paintings, books, music cd’s, logoed apparel, etc.); and
    4. Be discovered by companies that can afford to hire you.

  2. Thanks Tom. When you look at their site, it seems they’re doing much of what you mention. But I know it’s tough to monetize online content. I could do a much better job of it myself.

  3. Hey David. I wasn’t trying to elucidate on Hugh’s “social model.” In fact, I think that’s a bullsh*t term for people who don’t want you to catch on to what they’re up to (or perhaps they’re deluding themselves). Was Warhol f*cking with us or not? What’s the consensus? 🙂