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.

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.

From early on... we really looked at the Internet as a whole new way to provide storytelling and entertainment.

Being web video 'experts'/'pioneers,' whatever you may want to call us, has us always thinking about content that is outside the box, inherently viral in itself and good for web video audiences, as you can't just put out a good piece of content and expect it to be seen.

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.

When you create series and products, sometimes there's specific situations where your content is being infringed... in very rare cases, somebody produces a beat-by-beat version of your exact series, which has happened to us.