The Fine Brothers on Engaging with Fans Beyond YouTube


Back in 2012, the fraternal YouTube powerhouse of Benny and Rafi Fine, aka The Fine Brothers, launched MyMusic – a YouTube-based mockumentary web series, in the style of The Office or Modern Family, following the goings-on at a fictional transmedia music and production company.

But MyMusic is more than just a web series on YouTube. It has turned into a full-on social media extravaganza, with characters engaging with fans via Facebook, Twitter, Pinterest, Tumblr, Google+ and even a new dedicated music news site. We had the opportunity to hear more about the series’ social media strategy from Benny Fine.

“In Season One, we really strived to bring the characters to life in a way that fans felt they were real people. This season we’re taking the interactivity up a notch and creating more opportunities for fans to integrate with the MyMusic story universe,” said Benny.

The social media profiles of the show’s different characters, which span all the popular social networks, “bring the series to life,” says Benny. The MyMusic production team and writers have managed to use social media to keep fans engaged, even when there aren’t new episodes, and have amassed over 300,000 followers across fake, in-character social media accounts.

These accounts, along with the recently launched music news blog in the voice of the characters, explains Benny, create a more realistic, one-on-one “personality that scripted content has rarely had in the past,” bringing characters off the YouTube screen and into the real world (at least, into the “real” world of the social web).

So who’s in charge of managing all these social accounts? Benny tells us, “It’s a group effort. We have ‘universe meetings’ every week where we confirm the transmedia for the week, as well as pitch new ideas for story enhancements. The writers then run the accounts and interact in real time every day with viewers, though the actors have access to their character accounts as well.”

The new music blog is also run primarily by two of the show’s writers, but the Fine Brothers hope it will find reach even beyond the show’s fans. “The site is something we hope to grow as a news source for music,” regardless of whether readers are fans of MyMusic or not.

The second season of MyMusic just launched last week. If you aren’t familiar with the show, you can check out a season one recap below and then get started on season two at What do you think of The Fine Brothers’ transmedia approach to their MyMusic web series? We’d love to hear your thoughts in the comments below!

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