Benny Fine

Really study what types of formats have been working online that you resonate with: get a feel for what works in the current ecosystem of online video. Sometimes, that passion-project you really want to do is not the way to start.

As a creator, I want my content to be where people can watch it.

That's part of the 'MyMusic' idea: things that work online are the things that don't stop. If you go off the air for a long time, there's a concern about losing certain fans and momentum.

It's very rare for the Internet to have a successful narrative show like 'MyMusic.' It's really a case study for what is the future of the sitcom.

We are always taking a hard look at how life was in the past in coming up with interesting subject matter for our various series, and remembering how much I used to want an encyclopedia as a kid made me realize wanting a set is very unlikely for teens today, and that conversation would be interesting.

We'll be reporting music news every week and have real bands coming and performing on 'MyMusic,' interacting with the fictional cast as though they were real.