Tomorrow is a milestone day in the happy life of personal media history. That might sound dramatic, but March 17 marks the end of Ze Frank’s year-long experiment called The Show, in which the man who first rose to viral fame with his How to Dance Properly video vowed to create a three-minute video every weekday for a year. As many of you reading this know, he did it—offering rapid-fire social commentary mixed with a singular showmanship. Mainly, he is smart and funny and a circus master of the medium.
If I was still working at Yahoo Internet Life (where one of my savvy coworkers found Ze back in the day), I’m sure we’d name him person of the year. So let’s just go ahead and do that anyway. Why? The Show is everything working to its potential in this rapidly changing world of personal media. Seven habits of a highly effective Ze Frank media include:
1) Offering an obsessively, compulsively updated endeavor with a strong point of view (it really couldn’t get much stronger);
2) Fostering an audience that are also contributors. Viewers (aka “sports racers”) can upload their own video intros or use the wiki to remix Ze’s work, create their own, or simply answer the call to his silly challenges, like creating the ugliest MySpace page;
3) Remaining independent and keeping your street cred;
4) Doing the above while managing to find multiple revenue streams. Ze’s include a traditional sponsor in the shape of Dewar’s, an inventive form of micropayment in the shape of duckies that contain fortune cookie like paid messages from fans, as well as so-called meaningless products;
5) Lathering up a steady stream of media friendly stunts, like his call for his fans to create an earth sandwich;
6) Extending your brand to every platform available, like mobile and downloadable audio.
7) Above all, always being entertaining and addictive.
Do those things and your personal media project will connect with an audience—which is what Ze Frank did these past 365 days. In his words: “And what better way to connect with people than by staring and talking straight at them?”
In the spirit of SMITH, after the jump are some of our favorite episodes of The Show that specific address personal media making. I’ve embedded the first video, and provided links for the ones that follow. (more…)