Michelle Khare has completed every little thing from Houdini’s deadliest trick to the Secret Service’s coaching academy all within the title of content material on her “Problem Accepted” YouTube channel.
Maybe although, the content material creator’s largest problem will likely be nabbing a Primetime Emmy Award this yr after incomes a spot on the nomination ballet. Ought to the win come via, it’ll show Khare and different YouTubers provide high quality programming worthy of Hollywood (and the advert {dollars} that circulation via it).
“It’s a signal of a maturing business. It’s a possibility to draw expertise who wish to work on the present, in addition to the viewers who will proceed to help the present, and the advertisers who’re occupied with spending their advert {dollars} on top quality initiatives that will likely be seen by tens of millions of individuals,” Khare stated.
On this episode of the Digiday Podcast, Khare shares precisely what goes into “Problem Accepted” episodes, YouTube’s maturity curve and what comes subsequent within the creator economic system.
Additionally on this episode: Paramount agrees to pay $16 million to settle its CBS lawsuit with the Trump administration, European publishers hit Google’s AI Overviews with an antitrust grievance, and TikTok is claimed to be constructing a brand new model of the app forward of its anticipated U.S. sale.
Listed below are a number of highlights from the dialog with Khare, which have been edited for size and readability.
‘Wrangling our white whale’
The method of taking an episode of “Problem Accepted” from ideation to add is a wild one. In some ways, we’re wrangling our white whale. At first of the present, I used to be making tons of content material, importing weekly — or each different week — and we acquired so far the place our viewers actually latched onto longer, in-depth storytelling. The episodes the place I’d prepare like an Olympic determine skater for 60 days for one single video? That’s what individuals latched onto and in addition what began performing higher.
The content material greenlighting course of
We’ve an enormous spreadsheet of concepts, and these concepts come from numerous completely different locations. As soon as we’ve a possible thought ruminating with us, it’s a heavy analysis course of. As soon as we’ve a pair concepts, we cross them on to [our researcher], who does this large analysis doc on the subject. She’s going to go into the historical past, the popular culture, potential personnel we may attain out to to collaborate with them. From there, we proceed to develop the thought. Final yr, we did an episode the place we simulated what it might be to be the president if nuclear missiles had been inbound. We created this simulation with actors and function gamers enjoying the varied heads of state. We introduced in knowledgeable from Harvard who research all all these conflicts in historical past to assist us write the simulation.
Monetizing IP for the long run
We’re going to be licensing our catalog. This has been introduced on Samsung TV Plus, which is actually cool. I simply stay tremendous honored and enthusiastic about syndication as a complete. Traditionally, it’s been a extremely particular avenue for legacy tv reveals. To be in these adjoining and comparable conversations is a dream come true. It’s a vote of confidence, and it’s particular, as a result of we’re working in a world the place not all people is aware of the standard of what’s occurring in our house. I genuinely imagine that there’s only a crop of content material creators who’re making content material that’s so good it can’t be ignored any additional.
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