Their back! Creators of the controversial Cheerios commercial episode of the award winning "Kids React” the YouTube mega-producers The Fine Brothers today unleashed a second season of MyMusic, which garnered 30 million views in Season One.
Starting August 20, viewers can tune in weekly every Tuesday at noon PST or 3 p.m. EST on The Fine Brother’s YouTube channel. MyMusic is a multi-platform workplace comedy likened to a music studio version of The Office or 30 Rock. At this point, the two brothers have scheduled about 10 shows a week. Pretty impressive and pretty easy watching considering commercial content is either before or after the reel. I like watching uninterrupted reels, don’t you?
Two young men, Benny and Rafi Fine founded their company Fine Brothers Productions in 2004. And the response has been nothing short of phenomenal – with 5.5 million subscribers and 1 billion views. And it appears their just getting started.
In my conversation with Benny Fine – I found – the two now mega producers are from Brooklyn and made their way out to Tinsel-Town to produce and direct online TV shows. Who picked them up? YouTube jumped on them. Apparently, the synergy was mutual because:
After cattle calls and selected actors, they came up with original characters and launched show after show – each with its own charisma and attraction for cross platform audiences – with a small to midsized budget attracting viewers between 18-40 yrs world-wide.
The Fine Brothers consistently create successful web series’ and shows which attract early adopters to web videos and trans-media. These shows include the reality format ‘Kids React’ and its three successful spin offs; recent animated hit “Emo Dad”, and the YouTube original channel, ‘MyMusic’.
The Fine Bros. have been profiled in Entertainment Weekly and Variety, hailed as Genius by TV Guide, and won a special award at the 2012 Daytime Emmy for Best Viral Series for Kids React. They have worked with global brands including Warner Bros., Comedy Central, BBC America, and MTV amongst others. They’ve been featured in the New York Times, Time Magazine, Huffington Post, Deadline Hollywood, The Today Show, and more and spoken at major Television and New Media conferences across the U.S. (NATPE, CES, ITVFest, Digital Hollywood).
In terms of competition, Mr. Fine told me it’s not as traditional as you might think. The online environment is actually a very supportive community. Between the social media postings and YouTube embedding, it’s much more interactive and informative than classic TV – with a comedic taste of the Fine Bros’ humor. Does Mr. Fine have plans for the future? You bet.
At this point they have scripted shows, reality shows and animated shows and they are in talks to make the business into a world-class trans-media production company – with content that lives both on TV and the Internet. Cool, because this indeed will bring about synergy and innovative marketing which promises to become the wave of the future in innovative entertainment.
Do yourselves a favor and check out the embedded vid of season two of MyMusic and for more information, follow The Fine Bros. on twitter for updates @thefinebros.
Stay safe and stay entertained, guys and gals.