VIVA LA DIRT LEAGUE

When watch­ing peo­ple play video games has be­come just as pop­u­lar as play­ing video games, it’s hard to deny Viva La Dirt League the win for its gam­ing-re­lated con­tent.

New Zealand Marketing - - 20 Hot List 2018 -

Can you ex­plain Viva La Dirt League?

Viva La Dirt League, by Adam King, Rowan Bet­tje­man and Alan Mor­ri­son, is a New Zealand skit com­edy Youtube chan­nel. We make funny on­line videos about video games, movies and TV shows. Cur­rently we do three videos per week. On Mon­days we make Epic NPC Man, about a self-aware com­puter char­ac­ter liv­ing in a fan­tasy video game. Wed­nes­days is PUBG Logic, where we make fun of the game logic of the hottest bat­tle royal game PUBG. Then on Fri­day we have Bored, a crazy sit­com web se­ries about four peo­ple work­ing in a tech store and the crazy hi­jinks they get up to.

When/how did it start?

It started over five years ago when a bunch of mates re­alised that they have two things in com­mon: a love for video games, and a love for mak­ing films. Ini­tially we did par­ody mu­sic videos about just one video game: 'Star­craft'. They were made on and off over a few years. It wasn't un­til two years ago when we made a com­mit­ment to mak­ing three videos per week that the pop­u­lar­ity of the chan­nel started to ex­plode.

Did you ex­pect it to be what it is to­day?

Ob­vi­ously there was al­ways the hope that we would be able to grow the chan­nel to some­thing as suc­cess­ful as it is now - but they were al­ways dreams. It is so heart-warm­ing to see the amount of peo­ple who ab­so­lutely love our con­tent, and en­joy be­ing part of our com­mu­nity of like-minded nerds. Even if we had thought we'd get mega fa­mous - I don't think we would have ever re­alised that we would have this much fun do­ing it, and that we would have such a cool com­mu­nity. Our ethos is 'em­pow­er­ing the nerd' so we've re­cently come up with a new slo­gan which is 'Nerds United'. We think it en­cap­su­lates the chan­nel re­ally well, and it is some­thing we want our chan­nel and our con­tent to show­case.

What’s been the big­gest chal­lenge you’ve had to over­come?

It's very hard to get no­ticed on­line. We do a lot of trial and test­ing with the con­tent of our videos, and how we put them out into the on­line space. We have a lot of fail­ures, but we are lucky that with three videos ev­ery week we can learn from those mis­takes and make the next video bet­ter. Across this time, we've had a lot of videos go 'viral' - but in truth there is no ex­act for­mula. It re­ally is up to how the peo­ple on the in­ter­net are feel­ing on a par­tic­u­lar day when you re­lease some­thing. It could go wildly suc­cess­ful when you didn't think it would - or com­pletely tank when you thought you'd done every­thing right.

Who watches it?

For the most part, our au­di­ence are nerds. We have a large skew to­wards men aged 18-35, but also a loyal fol­low­ing of women too. They are nerds through and through. Lov­ing video games, manga, cos­play, memes, tech, board games, TV shows and movies. The in­ter­net is the per­fect place for our con­tent and an awe­some place to grow such a cool com­mu­nity.

What’s your ad­vice for oth­ers with ideas for video se­ries?

The ad­vice we give is al­ways about au­di­ence. Think long and hard about them. Know your au­di­ence, know where your au­di­ence is, know how your au­di­ence con­sumes con­tent on­line. Then think about how your con­tent is go­ing to ap­peal to them. On­line is all about niche au­di­ences - main­stream doesn't ex­ist. Ev­ery­one is served up con­tent on ev­ery plat­form based on key­words of in­ter­est. If you can't de­scribe your con­tent us­ing in­ter­est­ing key­words - then it's never go­ing to find its au­di­ence on­line.

Tom Sains­bury Jor­dan Wat­son Tim Batt Toby Mor­ris Alex Casey Madeleine Sami & Jackie van Beek Roseanne Liang The Al­ter­na­tive Com­men­tary Col­lec­tive Wil­liam ‘Wai­irua’ Cribb Ger­ard John­stone Nom­i­nees:

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