Video of a solid kick to the groin? That’ll get you $250. A clip of a harrowing close call while skydiving? A cool $2,
500.
For a six-figure payout, it has to be viral fodder -- like the
Canadian globetrotter who, while trying to take a selfie, got kicked in the face by a passing train conductor in
Peru.
Each pratfall has its price because companies like
Jukin Media have built an improbable business model cutting deals for these snippets of human folly. A “fail” can rack up tens of millions of ad-generating views on YouTube. It can be sold to
TV shows, news websites, brands and ad agencies.
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But first
Jukin must find it -- and buy it.
“These videos are the pop culture, zeitgeist, water cooler moments of the week,” said
Jonathan Skogmo, Jukin’s 33-year-old founder and chief executive. “There’s a gold rush for this content.”
Jukin’s nerve center and headquarters is in
Culver City, where many of its 130 employees hunker over computers searching for the next "
Pizza rat" or “
Girl getting attacked by a manatee.”
Starting out of a two-bedroom
West Hollywood apartment in 2009, the company now occupies 18,
000 square feet of former industrial space outfitted with the obligatory hallmarks of a tech start-up -- exposed wood beam ceilings, a ping-pong table and a kegerator.
Flat-screen TVs surround the office displaying news tickers with Jukin’s YouTube subscriber counts, which number in the millions.
When a hot video clip is acquired, Skogmo and his charges bang hotel counter-type bells like an alarm.
“It makes things fun and competitive,” said Skogmo, who studied film at
Columbia College in
Chicago and grew up idolizing
Steven Spielberg.
Broadly built and sporting a widow’s peak and an ever-present
5 o’clock shadow, Skogmo looks more like a hockey journeyman than a media executive whose empire includes four viral video brands, three TV shows and more than 2 billion views last month.
He moved to
Hollywood after school hoping to fulfill his dream to become a filmmaker but wound up taking odd jobs like cleaning out garages for a producer.
He landed his first TV gig in
2006 as a researcher for a derivative of “
America’s Funniest Home Videos” on
CMT called “
Country Fried Home Videos.” Skogmo’s job: reviewing submissions on
VHS cassettes he picked up from a post office box.
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- published: 24 May 2016
- views: 13