Photo Source: Big Frame
"Even if you create a great web series, it's very hard to make money doing it, and the reason for that is it's hard to market," Raymond, Big Frame's CEO, told Back Stage.
The company is focused on content producers who are working primarily through YouTube -- SAG-AFTRA membership isn't a requirement -- but Raymond said crossover is happening in both directions. Performers serious about distributing their content online can partner with a service like Big Frame to promote their material to a targeted audience, according to Raymond, a former executive with Comcast Digital Entertainment.
Actors interested in partnering with Big Frame should have an established channel featuring a steady stream of content. "You pitch us a show concept, it's probably not going to be that interesting to us," Raymond said.
Steve Raymond (Big Frame)
The company has done some casting and financing for web series. In fact, it recently announced several original shows that will debut on its YouTube channel BAMMO in the next few months. Most of these programs are for a more technical audience, such as "Weapons of Mass Production," which features tests of cameras and other production equipment, and "5 Minutes of FX," a special-effects showcase. But there's also the animated series "Scottish Ninjas," which was created by Beau Obremski and Rob Mullin. And some dramatic programming will also be continued in the fall, including "Heroes and Villains," a comic book-themed short starring rapper and Big Frame client DeStorm Power.
Raymond said the company focuses primarily on developing audiences for its performers. "People start to think of the Internet in general, and specifically YouTube and companies like us, as ways to take more control" of their product, he said. "Companies like ours are helping you find an audience, create a sustainable model online, and make a living."
Some of the talent that work with his company are offered entry-level Hollywood development deals -- and turn them down. "Entry-level deals in Hollywood are worse than what they're getting right now," Raymond said, noting that some contracts offer performers $5,000 for a web pilot and 10 episodes. "They realize that their time right now is best spent growing their audience and doing what they're doing."
The company, which takes a percentage of the money earned through sponsorship of the YouTube content, won't get into specifics about its performers' contracts. There is a wide range, it noted, but the goal is for them to be self-supportive based on their online work.
Some performers who work with the company have crossed over and done mainstream projects. Joe Penna, whose stage name is MysteryGuitarMan, has made television commercials, and Power has released an album on iTunes.
"The method of distribution has been opened up by YouTube," Raymond said. "The entire premise of [our] company is for creative people to do more with their audience on YouTube."
That doesn't mean actors should abandon the traditional development path. Web series simply give performers a route to honing their craft other than waiting by the phone.
