Benny Fine

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. ”

The whole upbringing was interesting because we grew up Orthodox Jews all the way until we were teenagers. ”

There will be four ancillary shows on the MyMusic channel, and we'll be updating an entire blog with up-to-the-minute music news. You can visit it like BuzzFeed or Pitchfork and get album reviews. It's all as part of the sitcom experience, written by the characters. ”

We are always taking a hard look at how life was in the past in coming up with interesting subject matter for our various series, and remembering how much I used to want an encyclopedia as a kid made me realize wanting a set is very unlikely for teens today, and that conversation would be interesting. ”

The parallel we like to make.... is the idea of becoming the next Warner Brothers, which is a company that creates the content, but they also produce the content. They also distribute; they also market. So we say that because Fine Bros. and Warner Brothers is fun to say. ”

There's a new success model, and us and some of our peers are now starting to prove that TV and very traditional content also works on the Internet, specifically on YouTube, and it can rival television audiences and television production value. 'MyMusic' is proof of that, having a successful run and now coming back for a second season. ”

Being web video 'experts'/'pioneers,' whatever you may want to call us, has us always thinking about content that is outside the box, inherently viral in itself and good for web video audiences, as you can't just put out a good piece of content and expect it to be seen. ”