It’s a familiar trope: a struggling production company staffed with a cast of eccentric and borderline incompetent employees takes on someone new to shake things up. Some of the best comedies on television start with that premise: WKRP in Cincinnati, NewsRadio, Just Shoot Me, even 30 Rock. But while the shows are about poking fun at the inner workings of media companies, viewers rarely get to see the fictional show’s finished product. Growing up I always wondered what it would be like to turn on the radio and get the morning updates from WKRP’s Les Nessman, to pick up a copy of Blush off the magazine rack, or to flip the channel to NBC to catch an episode of The Girlie Show. I got a taste of what it might be like when Will Ferrell co-anchored CBS North Dakota affiliate KX News for a night as Ron Burgundy to promote Anchorman 2. MyMusic has spent the past two years delivering on that same promise with a four-course meal.
MyMusic is a transmedia production company seeking to reinvent itself after the social media platform it used as a blogging platform went bankrupt. Looking to find a new home, the company partnered with an up and coming video hosting site called YouTube, signing on as one of its Original Channels. To help with the transition, MyMusic brings on a new head of production, Metal to lend his expertise. Before coming to MyMusic, Metal was known as Emmet Allan Klaga. But the company founder’s “Indie” issued an executive decree that all staff members should be known only by the musical genres they represent, because “broad stereotypes are way easier to remember than names.” So Klaga became Metal, joining other genred cliches like Idol, Country, Dubstep, Techno, Hip Hop, and Scene. Conformity to these stereotypes is strictly enforced, and being caught “posing” is punished with a fate worse than unemployment.
Starting with Metal’s entry to the company in April 2012, MyMusic became the subject of a weekly behind-the-scenes documentary series released on the show’s YouTube channel. This self-referential mockumentary forms the heart of the Fine Brothers’ YouTube sitcom, MyMusic. Like its fictional counterpart, the MyMusic show was born out of YouTube’s Original Channels Initiative, Google’s attempt to support premium original content on the site. The Fine Brothers, best known for their Emmy Award-winning React video series featuring focus group-style videos of children, teenagers, YouTubers, and elders reacting to pop culture talking points ranging from Boxxy and twerking to gay marriage. As their next project, the brothers pitched the concept of a weekly scripted series. YouTube accepted MyMusic into the Original Channels Initiative, along with programs like Phillip DeFranco’s SourceFed, Hank and John Green’s Crash Course, and Frederator Studios’ Cartoon Hangover. In addition to providing financing for MyMusic, Google provided the brothers with the use of YouTube Space LA to build MyMusic‘s set.
When Six to Start created Zombies, Run!, players were given the chance to plug in a pair of headphones and lose themselves in a rich narrative, where you’re asked to run to survive. And while Zombies, Run! doesn’t require its players to run, the story and many of its game mechanics are built around promoting running. After receiving feedback from fans of the game who aren’t avid runners, Six to Start and Naomi Alderman partnered with the UK Department of Health and National Health Service to release The Walk for iOS and Android devices earlier today.
Like Zombies, Run!, the primary feature of The Walk is its narrative, designed to provide audio accompaniment to your walking routine. Mere minutes before an apparent terrorist attack on a train station in Inverness, the player is given a package and told that it is of vital importance the package make it to Edinburgh. The attack is initiated by a group called The Burn and contains an EMP (Electromagnetic Pulse) which takes out all electronics, including all transportation and communication. After escaping from the train station, the package is opened and revealed to be a communication device capable of functioning after the pulse. The person on the other end becomes your guide through the chaos as you make your way on foot to deliver the package to Edinburgh.
Pemberley Digital’s The Lizzie Bennet Diaries recently took home a Creative Arts Emmy for Original Interactive Program for its web adaptation of Jane Austen’s Pride and Prejudice. The web series reframed Austen’s classic in a modern setting, allowing the characters to live out their fictional lives outside the show’s main YouTube channel, interacting freely across dozens of social media platforms. On October 7th, the team at Pemberley Digital will be returning to play in Jane Austen’s universe with the release of their next major production, Emma Approved. But between The Lizzie Bennet Diaries and Emma Approved, Pemberley Digital turned to one of Jane Austen’s lesser-known works for an experiment in transmedia storytelling with Welcome to Sanditon.
As one of California’s many Gold Rush boomtowns, the town of Sanditon California was no stranger to rapid change. In The Lizzie Bennet Diaries, William Darcy’s company Pemberley Digital developed an experimental video recording platform, Domino. Sanditon’s mayor Tom Parker met up with Gigi Darcy at SXSW, and signed up his town as a partner community, giving interested townsfolk the chance to share their lives on the platform through blogs, pictures, and videos. Mayor Parker’s aspiration for Sanditon was to transform the city into a vibrant, health-conscious vacation spot, and much of the plot revolved around complications that arose for townsfolk and business owners when the mayor’s idealized version of the city conflicted with its reality.
This comes to the fore through the story’s main plotline, following the interactions between Sanditon Scoops owner Clara Breton, whose ice cream parlour is targeted for a mayoral-encourage rebranding to juice bar, and Parker’s reluctant assistant Edward Denham, who shows a delightful passion for obscure British television. Glitches in the early release of the Domino platform also resulted in bringing a budding romance between the two to the town’s attention, resulting in equal parts consternation and glee. While Gigi Darcy has largely stepped into the town to serve as an embedded narrator, Welcome to Sanditon allows her to complete her own narrative arc. Executive producer Jay Bushman viewed Gigi’s character as the strongest test cases for transmedia storytelling in The Lizzie Bennet Diaries, making her reprisal through Welcome to Sanditon the end of an 18-month long journey.
Image courtesy thatdragoncancer.com
Over the years, a number of alternate reality games and transmedia experiences have used their storytelling platform as a medium for serious gaming. In Conspiracy for Good, many of the game’s live events were used as a lure to get players actively volunteering for non-profit organizations. In games like Indiana University’s Skeleton Chase and the American Heart Association’s Cryptozoo, the underlying purpose of the game was to get players more physically active.
To get a better sense of the evolving serious gaming industry, I attended the 9th annual Games for Health conference in Boston. Zombies, Run creators Adrian Hon and Naomi Alderman were there to share some insight into the success of their story-driven exercise app and announce their company Six to Start’s partnership with the UK government on a new project, coming next year. A host of game developers, medical professionals, and technologists added their own perspectives to the topic over the three-day conference. While the conference’s multiple tracks made a full picture of events impossible, I’ve attempted to share a few highlights in the world of serious gaming.
Zombies, Run: Escaping from the Zombie Horde
Since its release, Six to Start’s Zombies, Run has sold over half a million copies of its episodic audio adventures placing fans directly into the shoes of Abel Township’s Runner 5. To date, runners have traversed over 12 million miles in the real world, foraging for supplies through a virtual British countryside during the zombie apocalypse. A vibrant fan community has contributed fan fiction and videos to the universe: one of the members of the Zombies, Run writing team got her start writing fanfic for the game.
It all started when Zombies, Run co-creator Naomi Alderman joined a beginner’s running class. The instructor asked everyone taking the course to explain why they wanted to get better at running, and one woman blithely responded, “I want to be able to escape from the zombie horde.” This motivation resonated with Alderman, as it captured the heart of her situation. As a professional novelist, running isn’t something that helps her reach daily word counts or edit manuscripts. Alderman explains that for most people, running is more about being prepared for when things go bad. At its core, the impetus to run is the wish, “I want to be a healthy animal to escape from predators.” For Adrian Hon, an avid runner, that primal motivation was what was missing from existing apps, pedometers, and sensors on the market. No amount of metrics about heart rate, steps taken, or calories burned provides as much motivation during a run as the shuffling groan of zombies approaching you from behind.
Many design choices for Zombies, Run were made based on what felt right to the development team. For instance, the decision to make runners speed up their pace by 20% was based on Adrian’s decision that it “felt right.” However, one priority for the team was ensuring players could step seamlessly into the role of Runner 5. That meant making Runner 5′s decisions always feel reasonable to the player, especially since those decisions almost always involved running during zombie encounters. It also meant that Runner 5 would always be discussed in gender neutral terms: while it would have been possible to record separate audio streams that customized the experience for the player-protagonist, the team opted to strike out gendered language. Alderman noted that the gender neutrality allowed her to reinforce a feminist subtext into the narrative, as Runner 5′s gender has no bearing on how the story’s protagonist is treated, and is treated as largely irrelevant.
During their keynote address, Hon and Alderman announced that Zombies, Run was undergoing randomized trials to test its efficacy. Additionally, the Six to Start team announced their partnership with London’s National Health Services and the Department of Health in the UK to create a new narrative health app to tackle the obesity epidemic, set for release in 2014. Alderman describes this new app, tentatively titled The Walk, as a spy thriller that mixes elements of North by Northwest with The 39 Steps. You play the role of someone who needs to get a package from Inverness to Edinburgh while evading both terrorists and the police. The goal is to encourage users to go on to add just a bit more walking into their daily lives.
My Sky is Falling image courtesy of Reboot Stories, from the Envision 2013 playthrough
The elevator doors open. As I step out, a woman in a hazmat suit and surgical mask steps forward as our guide, offering surgical masks to our group. Masks firmly in place, we’re guided to a classroom liberally strewn with backpacks and jackets. There are already a handful of people milling about in the room without the dubious protection of our masks, grabbing sandwiches and chips from the front of the room. A dissonant hum serves as disconcerting accompaniment to the otherwise silent room. Finally, we’re welcomed by our guide and offered a choice: leave the mask on and remain a silent observer, or take it off and step into the strange world in which we found ourselves.
Over the next hour, my fellow participants and I progressed through a dystopic science fiction world designed to leave us disoriented, confused, and isolated as part of the interactive theater experience My Sky is Falling. The performance, a fictionalized retelling of filmmaker Lydia Joyner’s own experiences in the foster care system, was brought to light by creative director Atley Loughridge through the startup Reboot Stories. The project was also a collaboration with Reboot Stories co-founder Lance Weiler’s New Media Producing class at Columbia University and the Orange Duffel Bag Initiative, a non-profit dedicated to helping teens transition out of the foster care system. Representatives from the United Nations went through the experience at Envision 2013, while I experienced the performance as part of DIY Days NYC, a free conference that took place at The New School at the end of April.
Ricky Collins (Maxwell Glick), Charlotte Lu (Julia Cho), Lizzie Bennet (Ashley Clements), and Lydia Bennet (Mary Kate Wiles) at the final celebration, courtesy of Pemberley Digital
It’s been almost a year since Lizzie Bennet introduced herself to the internet through her video blog, The Lizzie Bennet Diaries. With twice-weekly video updates serving as a voyeuristic window into Lizzie’s personal affairs, viewers were effectively invited to take up digital residence at the Bennet household. After spending so much time getting to know Lizzie’s family and friends, watching the final installment of The Lizzie Bennet Diaries was like saying goodbye to old friends.
Of course, in many ways it was saying goodbye to old friends. The Lizzie Bennet Diaries was a modern adaptation of Jane Austen’s much loved novel Pride and Prejudice, which recently celebrated its 200th anniversary. Over the years, I’ve witnessed Elizabeth Bennet fall in love with Fitzwilliam Darcy countless times, complemented by everything from Bollywood dance numbers to zombie attacks. With The Lizzie Bennet Diaries, co-creators Hank Green and Bernie Su sought to re-imagine the classic love story through the modern lens of YouTube.
To modernize the story, the team took more than a few liberties. While Mrs Bennet’s blatant maneuvering to secure husbands for her daughters remains as comically anachronistic as it was in Pride and Prejudice, her notions are not completely out of circulation even two centuries after Austen brought them to light. The family businesses did receive an update, evolving into online production companies like Collins & Collins and Pemberley Digital that serve as bases of operation for some of Pride and Prejudice‘s original suitors that assume roles that are just as important as the Bingley mansion at Netherfield.
Surface-level changes were made to many character names, but it doesn’t take much of a stretch of the imagination to connect the dots between Charles Bingley and Bing Lee, or Georgiana Darcy and Gigi Darcy. Even Mary Bennet and Kitty Bennet, who were excised from the core Bennet clan, still find their way into the narrative. The major changes arose through the challenges faced by the lead characters. For Lizzie, Charlotte, and Jane, the prospect of creating a life independent of marriage is an ever-present and essential reality, and the three finally realize that goal in new and interesting ways that challenge their relationships. While Lydia’s narrative arc still thrusts her into scandal, her character’s reaction to that scandal takes a different turn.