Muppets Harry and Professor Madcliffe help sell Esskay Meats in a commercial from the early days of television.As long time readers of the blog know, two of my big influences are
Scott McCloud and
John K. Neither of them are involved in puppetry, but their respective art forms (comics and animation) have traditionally faced a lot of the same challenges as puppetry and many of their ideas can easily be adopted by puppeteers. Both John and Scott have been at the forefront of trying to figure out how independent creators can harness the internet to actually make a living doing the work they love.
In the mid `90s I first got interested in the internet's potential as a distribution channel for puppetry when I saw John's pioneering web series
The George Liquor Show. One of the neat things John did with that series - which was the first-ever professionally produced Flash cartoon - was go back to the early television practice of having the show's characters act as pitchmen for the show's sponsor. John was a little a head of his time and the concept didn't really gain traction, but now a decade later he's started experimenting with it again. He discusses direct sponsorship in two recent posts on his blog (click for
part one and
part two).
(Note: This is a long post so I am test-driving a new feature...to continue reading this article on the main page of the blog just click on "Read More" below, otherwise keep scrolling down for more puppet film and video fun)
Some puppetry artists feel that using their work to sell products and services is too crass and commercial. I respect that point of view, but puppets pitching products was a common practice in early television...and it was often really entertaining too! It's how the Muppets paid most of their bills in the 1950s and 1960s. I don't see why it can't work for web video. Actually, I know that it can from my own experience.
Back in 2000 a few puppetry friends and I did some experimenting with a directly-sponsored web series called The Marshall and Buck Show. Looking back now the show itself was very crude, but the business model did work. Although it didn't last long enough to turn a profit (our sponsor was wiped out when the dotcom stock market bubble burst about four episodes in), it did pay enough to cover the rent on a small studio and take care of small production-related expenses. If the online advertising market hadn't imploded who knows what might have happened?
Right now there are puppet web series are popping up all over (just check the list in the sidebar) and I know of several more on the way. Most of the creators doing these would love to make their show a full or even part-time job. Could the classic direct sponsorship approach enable that? I think it can, but it has to be the right show delivering the right audience to the right sponsor.
This is a big, complicated topic with lots of questions that nobody can answer yet. If you're interested in reading more about the financial possibilities of web video I highly recommend Scott Kirsner's excellent new ebook The Future Of Web Video.
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Update: John K. has just posted some additional thoughts about making direct sponsorship work in Direct Sponsorship Part 3.