This week’s Show I Wanna See got my attention with a commercial.

But this wasn’t your traditional commercial.

The production costs were zero.  The media buy was zero.  And it paid no residuals to the two performers.

In fact, it wasn’t even on TV.

This commercial was a YouTube video.

Just the other day, a friend of mine forwarded me the video below of internet phenoms Sam Tsui and Nick Pitera singing a cover of “For Good” from Broadway’s version of The Green Monster, Wicked.

As you’ll hear below when you watch the video, it’s a beautifully sung and unique rendition of a beautifully written song.

And the vid has 2 million plus views.

And despite the fact that the official Broadway production of Wicked had nothing to do with the creation or distribution of this video, the official Broadway production benefited because this “commercial” made me want to see that show.

Oh, and I’ve seen Wicked before.

Social media may be hard to monetize, because it doesn’t respond like any other media out there in the world.

Because it isn’t any other media out there in the world.

It works best when it isn’t driven by the brand . . . but rather by the brand ambassadors.  So your job as a Producer isn’t to make viral videos that inspire 2 million plus views.  Your job is to create uber strong brand ambassadors that will do it for you.

Enjoy!

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