Sarah Silverman, Michael Cera and friends have launched a YouTube comedy network called “Jash.” The Google-funded launch came at the South by Southwest festival in Texas, reports the Hollywood Reporter on Sunday, March 10.
The two comedians are working with Tim Heidecker, Eric Wareheim and Reggie Watts in collaboration, and the talented group is introducing their brainchild at the SXSW, after Google gave them the go-ahead for a new location for comedy online. “Jash” is an example of the way they work.
“Literally, we were at a restaurant,” Sarah Silverman says, and Tim said, 'Just attitude!' Which is so Tim.” This interview took place over a barbecue brunch. So Texas. “And then Michael Cera said, 'So...hey?' Which is so Michael Cera.” Put the acronym together and you have “Jash” – which is almost “Josh,” which was their first choice. Does everyone see how that works? Sarah Silverman and Michael Cera do.
“We each have pages within Jash and we each can curate those pages,” Silverman went on. “This is what we think is funny. It may not be your cup of tea, but there’s no testing involved, there’s no second-guessing of what a 14-year-old boy would like. It’s just a place to do stuff and fail or not fail.”
Okay, that may not be the normal way Hollywood works, but it sounds as if it might have a chance. Sometimes new is the way to go. Sometimes not. The group is already hard at work on material from a French film trailer to a new short-short. Pages to fill beckon, and there are promises to keep.