Hit me now, while I’m still feeling it
Earlier this evening, my cohort co-producer Sr. Valdez said:
American Man is blowing up on Yahoo right now. I’d say we’re over 100,000 views this month. Am I suppose to be feeling something?
I’m not sure. When I used to work at Shemuscle.com and I’d publish a new video, occasionally it would get picked up by a few popular porn blogs and our numbers would skyrocket. In our industry, those numbers translated directly to money in our pockets.
In my current occupation, the translation is more subtle.
There are people out there watching what we do, and some of them are really getting into it. They’re agreeing with us. The feeling I get from this is similar to leaving a really good rock concert. 20,000 people just implicitly agreed on everything for about 2 hours. You take that feeling with you when you go home that night, and it stays with you for at least a few days afterwards.
With video, you feel a little electric shiver when a piece gets watched 20,000 times, but it’s not quite as fulfilling as when 10 people send you nice emails or comments.
When I have an idea for a video, the process usually revolves around how to make it funny or interesting enough to entertain my friends. If I think Nick or Nelson or Valdez will like it, I go with it. If not, I toss it. (Unless I personally think it’s hilarious and then I say fuck what anyone else thinks, I’m doing it.)
It’s the general idea behind Wreck & Salvage production: Make stuff that you would want to watch. Since we understand that there is a segment of the population, however small, that agrees with us, then we have carte blanche to do whatever the hell we want. The point is, it doesn’t matter how many people see something just so long as the right people see it.
Alas, when we make a video for a company, they want numbers to crunch. So luckily we can provide them.
It all boils down to the fact that I love what we do. I think it’s just the greatest. If you do too, then thanks, and feel safe in the knowledge that every god damn video we produce on Wreck & Salvage is custom-built from the ground up, just for you.
Videos, music, images, and words by 
October 23rd, 2007 at 11:36 am
its very cool to see you guys evolve from that other project (forgot the name) to W&S. This is really all for those who stick it out. And make no mistake, you guys are pioneers. reputation is everything. More!
October 23rd, 2007 at 12:03 pm
Yeah. I had some television directing credits that got millions of viewers once upon a time. Some reviews in the papers. Some figures on a page. Transmitted and disappeared. Boom, phhhht.
It’s a much bigger kick to be in contact with (and get to know) the people watching - to put out videos with low three figure viewing figures and to get a personally involved reaction… then to go and see the films that people who commented are making, or read a blog that they’re writing.
Then when a video gets featured and seen by tens of thousands, it feels a bit cold.
I hate all those words that get overused by ‘tech evangelists’- conversation, community, blah - and I’m aware (particularly when talking to TV people) that the whole concept of “It’s not about the viewing figures” sounds absurd and smug-hippyish, but that’s where it’s at for me.
Time was when I wouldn’t bother executing any film ideas because nobody’d see them. I’m not doing anything particularly demanding now. But at least I’m doing something. For myself and 20 likeminded regular collaborators in creative whatever.
November 7th, 2007 at 12:44 pm
is that a picture of me by the car? i don’t remember you snapping it…huh.