Interview Thursdays! Q&A With Content Creator And Expert Marc Ostrick

This week our Q&A is with Marc Ostrick, the creative genius behind many pieces of video content that you have doubtless enjoyed over the years. I was fortunate enough to get to meet Marc for the first time about two months ago, and have been a daily visitor to his blog ( http://onlinevideojunkie.blogspot.com ) ever since. He is a remarkably culturally perceptive guy, and his broad range of experience in so many different kinds of content makes him a great go-to person on the topics of creativity and the future of online video.

And with that intro, here's...Marc.

1. I like to start these by having people introduce themselves. Can you tell us a little about your background?

I was born the son of a sharecropper… Wait, that’s for another article. My background has always been arts-related. I went to a high-school of performing arts in Miami where I was a theater major. At NYU, I studied film and TV as well as English Literature. After graduating in ‘95, I headed west to Los Angeles and started working in the entertainment industry.

My first gig was straight out of the film SWIMMING WITH SHARKS. I was a Development Assistant at New Line Cinema, working for the Director. Even though I was psychologically abused, it was a tremendous learning experience. I was in the belly of the beast and get a deep understanding of how Hollywood worked. After about a year at New Line, I got an opportunity to travel the world, co-writing, producing and directing PRESERVING THE LEGACY, an environmental documentary series for PBS. That’s where I got to really cut my teeth making documentaries. Once that series wrapped, it was 1999 and that’s when I jumped head-first into creating content specifically for the Internet. From there, one endeavor led to the next. I’ve made feature documentaries, the first mobile phone series for the TV show 24, worked as a new media producer with David Milch on HBO’s JOHN FROM CINCINNATI.

I find it hard to talk about my background in interviews. I feel like I just ramble on… Is it cool if people just check out my bio online at http://ostrickproductions.com? It’s fun for the whole family.

2. How has online video changed the creative process in Hollywood? Our industry talks a lot about the money aspects of the change – monetization rights and all that. But I’d love it if you focused on how Hollywood is changing creatively?

I’m not sure that online video has changed the creative process in feature films. It has definitely opened the eyes of how features can be promoted or marketed to media savvy consumers. This can be done through websites that create communities, as well as through viral videos and social networking communities. I think the BLAIR WITCH PROJECT was the first example of how online content can create significant buzz. Also, the new BATMAN movie had some really interesting online video components.

But I think where we are seeing the evolution of the creative process happening is in the television industry. This is mainly because it is inevitable that these two platforms are converging into one medium. So, I think TV show creators and development executives are now experimenting with extending the narratives of their stories online. I am more interested in organic ways that these TV shows are breaking free of their constraints and creating original video content that helps get audiences to get a deeper appreciation for their characters and themes of their shows. It’s really about how these two mediums can interact with each other to create an engrossing story. Cross-platform programming is the very unsexy term that I've recently heard thrown out there to describe this type of content.

Finally, online video is changing the creative process in television through the development process of new shows. Instead of spending tons of money on a handful of pilots, TV execs are starting to make lower-budget webisodes as a way to test the waters. It’s more of an incubator model. I think this could work if networks give these online series enough monetary and marketing support. Production is still production. It needs to be done right and with good actors. Otherwise, if the rationale is only to save money, it’s the wrong motivation and the content will suck.

3. Has online changed the concept of celebrity, and what defines a celeb? Let me bait you a little here, and ask why in 2009 instead of Grace Kellys we have Paris Hiltons?

Here’s an SAT analogy – Grace Kelly is to Scarlett Johansson as Paris Hilton is to Betty Page. I think there were always various kinds of celebrities out there. It’s just that the Betty Pages of today are getting much more attention than they did back in the days of old. The reason for that is that our culture seems to be more interested (or obsessed) in scandal, voyeurism and salacious behavior than in class, elegance and intelligence. I blame George Bush. In terms of online, I also blame the incredible success of websites like Perez Hilton and TMZ. Kids just eat this stuff up because it is so easily accessible. And unfortunately, we all love watching train-wrecks. It’s just that in today’s world, we are much less ashamed to admit it.

4. I keep hearing people talk about the need to do more storytelling in online media. I get what a story is, but what do you think people are really yearning for when they say that?

This is a great question and I think it can easily become a topic for a much deeper conversation, but here’s my take – I think attention spans have been so destroyed since the advent of MTV, people are starting to wonder about how to find “meaning” in what they watch, read and hear. Stories have become so fragmented, people are yearning for something to hold onto, something that allows for deeper thought and emotions. It’s like cooking sauce. You have to let it marinate to really appreciate the flavors. Regarding online media, I also think it is harder to create deep storylines and invest emotionally in characters when you only have three minutes. I’m not saying it can’t be done, but you have to really have a compelling story concept, characters and visual style to get the audience to connect. One of my mentors, David Milch, would say, “Form predicts content, and content tests form.” Meaning, that if you are creating a web series, you know that the form is - usually - several minutes length, the screen is smaller than television, the audio mix has to be brighter, etc., right? The form is predicting the type of content you are going to make. But then, the content you create has to test the boundaries of that form. It has to push the envelope. That’s our job as storytellers.

5. In TV advertising, it seems as if the trend is to focus more on the idea and less on production values. Would you agree with that assessment, and are you seeing the same trend in content?

The tide is turning with that as well. As larger companies start to get into producing web content, we are starting to really see a jump in production values as well as the caliber of performances. It really is starting to feel like some of these webisodes could be shown of television. Check out DR. HORRIBLE’S SING ALONG BLOG for an example of what I am talking about. It was created by Joss Whedon and stars Neil Patrick Harris. Another great site that features high-quality content is Crackle.com. The site is part of Sony Entertainment so they got bucks to make sure the content is looking up to snuff.

6. I know that you have a passion for great ideas and great video. How do you find the best from the billions of videos out there?

Various ways – reading the newspaper, trade publications like Variety, searching out cool blogs that focus on video content, and YouTube is always a good way to waste time.

7. Perhaps the most ubiquitous trend in online is the concept of democratization – the triumph of the “wisdom of crowds” over a small cadre of culture defining experts. Is “democratization” a good thing for the entertainment industry? What can experts offer the wise crowds?

Democratization is always a good thing in whatever form it comes in. Sometimes it just takes a while for the “wisdom of crowds” to get up to speed on their newfound freedoms. For creating video, the most important lesson for the masses is learning the craft. Learning a craft takes time and patience, but anyone can do it if they practice. That doesn’t mean that the stories will be any good, which is essential in making engaging, dynamic videos. But at least people can technically deliver - learn how to light a scene, shoot coverage, get good audio while shooting, ways to work with actors, etc… This will help people prepare themselves for when the right script comes along. Which is a whole other discussion – making sure you have the right script or idea when you finally decide to push the record button is crucial. Without the right concept or script, you’re dead. But thankfully, there is also a ton of material out there to help aspiring writers learn their craft as well. Practice, practice, practice. It never hurts.

8. So, one really intriguing trend in entertainment to me is that more and more entertainment ideas are going global. We’ve got Sri Lankan Idol, an American The Office, and Ciento Mexicanos Dice (Family Feud). So here’s my question: are entertainment themes global? Could a Little Britain work in the US? Does Law and Order work in Singapore? Can the origin of Desperate Housewives be found in Venezuelan novellas?

Sometimes yes and sometimes no. There are certain subjects that are unique to the particular culture, but most great ideas have universal appeal. Is it a good idea for creative content to be treated like franchise restaurants? I’m not sure…

9. As a follow up, it strikes me that American entertainment gets exported a lot, and we sometimes import themes, but we rarely import actual programs for air on TV. Why do you think that is? Are we xenophobic or provincial?

Yes, I think we are, on the most part, a xenophobic nation especially when it comes to video entertainment. We really don’t care about other cultural forms of entertainment – or even other cultures for that matter. It’s sad but true. For the record, I am a huge fan of Manu Chao - http://www.youtube.com/watch?v=mzgjiPBCsss. I also think there is a market for sophisticated crowds who really like foreign films and world music, but it’s sad it has never really caught on with the masses.

10. So, as my second to last question, can you give us a few videos you think rock the house? Feel free to set them up with a sentence or two. Or not.

You have to check out my blog for that one.

http://onlinevideojunkie.blogspot.com

11. Finally, is there an idea you can leave us with to help us foster greater creativity online?

For aspiring video and filmmakers, I just encourage you to keep making content for YOURSELF. Make sure that you love what you are making and that you are doing it because you have no choice. Making videos to become famous or rich is not the right reason to be spending all the energy needed to create stories. It has to be out of a true desire to express yourself and ideas.

For those who are seeking great content, just keep your curiosity alive and keep your eyes open. There is great stuff out there. Sometimes it just takes time to find it.

Thanks, Marc.