We'll be reporting music news every week and have real bands coming and performing on 'MyMusic,' interacting with the fictional cast as though they were real.

We have a full writers' room, and with something like 'MyMusic,' we've scripted it out with professional writers. There is some very basic improv from the actors, but everything is very to the letter, so it's easy to edit down to an episode. There are fun little things an actor might throw in there.

Really study what types of formats have been working online that you resonate with: get a feel for what works in the current ecosystem of online video. Sometimes, that passion-project you really want to do is not the way to start.

When you create series and products, sometimes there's specific situations where your content is being infringed... in very rare cases, somebody produces a beat-by-beat version of your exact series, which has happened to us.