Don't Pitch to Buyers, Pitch to the Audience - Part Five

Part 1 is here.  Part 2 is here.  Part 3 is here.  Part 4 is here.

Simon's Cat was an accident.  Simon Tofield created the initial short as a way of learning a software package.  When he was done, he put it on his reel.  Somebody saw it on his reel and uploaded it to YouTube.  While it is a horrible thing to use an artist's work without permission, in this case it turned into a blessing.

After six years, that initial short has now been viewed more than 48 million times.  The Simon's Cat channel on YouTube has almost 3 million subscribers.   There are now dozens of Simon's Cat shorts available for free.  How is Tofield making money from this?

First, there is advertising.  YouTube is owned by Google and Google places ads and splits the revenue with Tofield.  Then there is merchandise.  Simonscat.com has a shop where you will find all sorts of merchandise for sale, including books, calendars, cat products, T-shirts, fine art prints, ceramics and kitchen items.  There are mobile games available through the iTunes app store.  The books are also available through Amazon.  The site has room for fans to upload pictures of their own cats, so there's user generated content helping to keep the site fresh.

Simon Tofield is doing many of the things mentioned in these articles.  He's built the films around a continuing character.  The shorts are comparatively fast and cheap to produce.  There is no colour.  There is no dialogue, so the films can be understood internationally without subtitles or dubbing.  There is no music except over the main title and that gets re-used.  The films are short, usually less than three minutes and sometimes less than two.

He uses Facebook, Twitter, Google+ and Pinterest to stay connected to his audience and let them know when something new is available.

Tofield has taken advantage of another thing: an existing community.  Millions of people have cats as pets.  They are a ready-made audience for these cartoons.  It is far easier to aim a work at an already existing audience than it is to try to build an audience from scratch.  Creators should examine their own lives and see if they are part of some community besides art and animation.  Does a creator play a sport, collect something, have worked in a particular business, etc?  If so, the knowledge and experience in this area makes a creator qualified to talk to an audience of people with similar experiences.  That audience may be large enough to provide a living.

These articles conclude here.

An Independent Success

The video embedded above has been viewed almost 42 million times. That's a number larger than the population of many countries, including Canada.

If you're not aware of it, Simon's Cat has been around for about 5 years and is a series of cartoons like the above by Simon Tofield on YouTube.  In addition to his animation, Tofield has authored eight books featuring the character.

Now, he has sold worldwide distribution rights to Entertainment One, and their goal is to broadly merchandise the character.

Merchandising has always been gravy money in the animation business.  Somebody pays you to produce products featuring your character.  While there are some costs associated with it, such as quality control, it's less expensive than animation and more profitable.  Licensing a character is as close as you can get in animation to printing money.  (That's why The Simpsons is still on the air even though its ratings have fallen substantially over the years).

 Look at what Tofield has done.  The series is designed to be just linework, no colour or gray tones.  All the films are pantomime so that they can be understood around the world.  There is no music except over the opening and closing credits.  They videos are based on an animal that's familiar to everyone.  The videos are short and there is no standard length, so they are as long as they need to be, not padded like TV animation to fill a predetermined slot.  It's built on a continuing character and the animation focuses on behavior, not stock poses or timing.

Not every idea is going to catch on with audiences, but here is proof that a single person with an idea and the ability to design to fit his production limitations can create a success and keep ownership of it.

Thanks to the internet, there were no gatekeepers.  There were no broadcasters changing the idea to make it more popular (as if they know how); no studio to take the rights away from Tofield and offer him what's called monkey points.  Monkey points are a percentage of profits, but when the studio is doing the book keeping, somehow there never are profits no matter how successful a property becomes.

Tofield had an idea and a way to get it to the audience.  That opportunity is available to everyone.  While the results will vary, it's more proof that pitching ideas to studios or broadcasters isn't necessary for success.

(Thanks, Paul Teolis)