Finding the best web shows on the internet just got a whole lot easier. The first-ever Los Angeles Web Series Festival debuts Friday, Saturday and Sunday, March 26th – 28th, 2010 at Stage 52 Theater, 5299 W. Washington Boulevard in Los Angeles, California 90016. Webisode submissions will be accepted through March 3, 2010 at www.lawebfest.com. Michael Ajakwe Jr. is the LAWebFest Executive Director/Founder. Thomas Duckett and David Austin of Stage 52 Theater are the event co-chairs. The festival is sponsored by Ajakwetv.com, CreatingtheWeb.com and Stage 52 Theater.

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NOTE: This article is a audition/casting call/press release issued by the aforementioned individual/organization/network. Any essential errors relegated to authenticity are attributed to the original author. This post is reproduced solely for the dissemination of the enclosed information

Guideline

First, and foremost you must establish guidelines for yourself and your production crew! As its creator the responsibility falls to you to set the example, not only in workmanship, and professionalism of your set, but also the overall “tone of your production.” You are the leader. Here are a few suggestions to set the quality of your work environment.

Punctual : This is a universal principle that speaks volumes of your character. Being late plagues all of us over achievers at one time, but it is no excuse.

Prepared : If you are prepared it subconsciously signals that you are professional. Nothing is worse then showing up on time, but unprepared so you have to rework things.

Courteous : You would be amazed at how far a simple please, and thank will get you. Humor also lightens the load during those long production hours.

Passionate : Remember you are all in it for the art, as well for your paycheck. If you enjoy your work you will create a certain type of magnetism that most crazy creative types thrive off of.

Motivated: You must motivate your crew, and channel their energies into a bankable result.  Motivate your crew personally, simply don’t be saisifed with movement. Movement isn’t improvement.

Personality: Often web series creators have a tendency to a rockstar approach. This carefree attitude will translate across the camera to your potential sponsors as they watch a sloppy production.

Obviously, there are exceptions to every rule, but luckly these are guidlines and are open to variables and debate. Those of you veteran webseries creators what advice have you found to be most helpful?

What is your work ethic? What is your visual pallet? A haphazard energy will not maintain your crew, it will divide it.

5. Don’t Blame the Money
There are more and more studio web-series with huge budgets and name talent emerging. Rather than shooting on the RED and getting a Shot-Maker why not focus on the character or find a creative way to do something better. What you lack in finances you have to makeup for in creative problem solving. Take a moment and compare District 9 ($30 million) with The Phantom Menace ($115 million) and remember that Lucas had 5x the budget. Remember more money won’t make you a better filmmaker or creator, actually the opposite. As my good friend Ma$e would say, “Mo Money Mo Problems.”

4. Beware of Friends

Remember when you where in school and you had to do a team assignment. You ran across the classroom so you could have your cool friend be on your team. So there you were with the other members of your team slaving away at the replica of the Globe theater and he’s making plans with the hot girls from class. Doesn’t he know stellar academic achievement is cool? Anyway, you end up trying to make excuses for him to the other team members and the whole project suffers.You look like a tool from everybody’s perspective and now no one likes you. Even if they mean well, not everyone is cut out for your grueling production schedule, the trick is spotting that early and learning to avoid confusion before it happens. You’ll be better friends for it.

3. You Don’t Know Everything
This one I can’t take credit for. I do believe I got this from a book. Though I can’t remember which. It was an anecdote about a Grip telling a first time director how to block a scene. At first the director was offended, then he realized, that Grip, has made 100+ movies in the time it took for him to write the screenplay, he may know a thing or two. Regardless, your name is on it so you’ll get the credit if it’s right and if he’s wrong you can always fire him.

2. Don’t Panic when it takes longer than you think
I fell victim to this as many have and will. It’s just a web-series a few days you’ll knock out production and be on with your life. Correction, you’re basically doing a series of short films that may or may not add up to a feature film length adventure. And most likely you’re doing it with very little money and a non-professional cast and crew. Check out this show, one of the first and best webshows out there started more than two years ago, just now getting their finale finished. Things happen, terrible and unexpected things. You’re name is going on this thing, make it worth your while. Put some TLC into this thing and do it right. Hey it took James Cameron 15+ years to do Avatar. Do you want Avatar on your resume or this garbage?

1. Don’t be Dishonest
It’s the Boy Scout in me coming out. I always find it strange when another politician lies about something. Why! The truth is going to come out. This goes for just about everything else in life. Don’t get me wrong a few white lies about a how a duvet cover looks isn’t the end of the world. But misleading someone who’s equally passionate about your creative endeavor can become disastrous. Same goes for your fans. If you have a good connection with your audience let them know what’s going on. Personally I’m terrible at keeping people up to date, thanks twitter for trying to help. Shows like this and this are pretty darn good at it.

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Top 5 Tools For Webseries Creators is written by John Gardiner creator of Absolution webseries.

5. Use What You Have:

This seems obvious and is usually the first rule of Independent film making. You’re used to the world you live in, but someone on the other side of the country may find it unique and compelling. If you can take what you have and create an interesting story around it, that will be your first lesson in creativity. This doesn’t mean create a gimmick around an object, but take a look around your life and see what makes it interesting and unique. Though if you create a web-series about two guys sitting in an apartment on a couch talking, I will be severely disappointed in you. Get creative! Maybe they’re imprisoned on the couch by a maniac, or maybe they’re keeping the couch from floating away?

4. Like Minded Group:

This might seem like an obvious one. If you’re going at this alone, you likely don’t have the money to pay everyone you’d want to. So you need to surround people who are, for lack of a better word, like-minded. Example: If you’re making a scifi webseries, it wouldn’t hurt to hit up some scifi blogs and try to get some hardcore geeks on your team. These are the people who are going to believe in the project, even when you don’t. Besides, you don’t want to find yourself in a pickle and have someone like Paul Reiser’s character in Aliens. He bails as soon as the going gets tough! Lucky for us an alien eats him. Lesson Learned: Don’t have Paul Reiser on your team.

3. Passion:

If you live in LA I’m sure you’ve seen the Gustavo Dudamel posters including those that say “Pasion!” If you’ve seen Gustavo conduct then, you’ve seen true passion in human form. He conducts with his entire body and he’s just putting energy into the atomosphere. I bet he drives a Gustavo powered car, that runs off of his superhuman “Pasion!” He obviously loves what he’s doing and everyone around him wants to be a part of it. It’s the X-factor that can make or break a project. Regardless of your content; zombies, puppets or fake celebrities, you must have passion for your project and your content. Every creative endeavor I’ve embarked upon has spit in my face and made me miserable. The only thing that will keep you going when you’re staring defeat in the face is passion for what you’re doing.

2. Multi-Hyphenate:

Be the guy that knows how to do a little of everything. Few people understand the amount of work that goes into an online show. Most think it’s just a case of getting a video camera and pointing it in the direction of your actors. Unfortunately in some cases this is true and the quality reflects. The truth is, what most of us are trying to do is make something so amazing and compelling that a TV exec sees it and says, “This is amazing and it’s a crime it’s not on television. . .here’s a billion dollars!” So have at least a basic understanding on how to use a camera, how to light a scene and brush up on the post production process. Can’t afford film school, there are many organizations online and all over that specialize in this sort of training, or if you’re in LA throw a rock and you’ll likely hit a filmmaker who’ll teach you a thing or two. (Don’t really throw rocks, check out groups like this)

1. Confidant:

It might sound silly, but having a partner is absolutely essential. Much like the group of like minded people, this person is the one you can confess all your fears too. This person may not provide a specific task on set or in the creative process, but everyone needs someone to vent to. I’m not saying you have to find a priest, just someone who will be honest with you. You can find a confidant in many forms: girl/boyfriend, coworker, parent, friend, etc. Don’t confuse this person with a “Yes Man.” George Lucas surrounded himself with these guys and we ended up with “The Phantom Menice.” You should really have a confidant who can tell you when you’ve stumbled upon the worst idea since Jar-Jar Binks. The important part is that they care about you and your sanity.

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Top 5 Tools For Webseries Creators is written by John Gardiner creator of Absolution webseries.

Project and Applicant Eligibility
To be eligible for support, projects must:
1. be new and original; and
2. be scripted, dramatic content
3. originate with an independent Canadian producer/creator and have, without any limitations
regarding formats, media, territories and duration, all rights, title and interest including copyright in
the completed production beneficially owned by an individual resident in Canada, by a corporation
incorporated under the laws of Canada or a province of Canada, or by any combination of these,
4. have a Canadian-owned URL or be hosted on a Canadian portal or Canadian online webcasting
service
5. be limited to one (1) Request for Proposal (RFP) for this Pilot Program

FINISH READING ARTICLE or WATCH THE SHOW

(Michael) YOU MUST ATTEND THIS EVENT!!! It is a great way to begin networking, and making strides in your career. Besides Steve & Zadi are amazing. Here are the first three tips. Remember there are six tips total, but the last three tips reside with the keepers of the kingdom over at Tubefilter. (Follow the link at the end)

1. Do Your Homework!

This time you have a lot of homework to do, since EPIC FU traces its origins to the early days of online video series in 2006. Back then the ‘hyperfast-paced pop culture newscast’ series was called JETSET, scored a deal with Next New Networks, was then poached by upstart Revision3 and eventually went off on its own once again. To get a feel for the series make sure to watch at least a half dozen episodes from throughout their history. Pay attention to how the show evolved, added new features and became the well-known (and well-watched with over 35 million views) indie web series brand that it is today.

2. Ask Smart Questions

Each month we try to bring a selective group of speakers that you want to hear from, and they are there to connect with you guys. So have some thoughtful questions ready during the Q&A with them. Don’t worry if you think you’ll look stupid for asking what’s on your mind. Odds are you aren’t the only one who wants to know the answer. Zadi and Steve are veterans of web series production and have seen the highs and lows of building a brand in this growing space. Make the most of their attention and ask what’s on your mind!

3. Be a Connector

This is essential to good networking anywhere. If you’ve been coming to the Web TV Meetups for a while now, you still remember your first one. You know, when it seemed like everyone knew each other and you didn’t? Well now you can be the connector. Introduce people you know, or just met, to one another. Introduce them not only with their name but with a brief background to go with it. Think: “Hey Julie, have you met Todd? He’s the creator and star of the hit series Todd Eats Too Much which just passed 2 million views on YouTube. Todd, Julie is a development exec at NBC Digital and a total foodie, you guys should chat.”

FINISH READING AND/OR RSVP FOR THE TUBEFILTER MEETUP!!!

1. Production Value

The very first essential is a high production value. Naturally there are exceptions to every rule, but Webseries must be professionally produced. There is no question that content that is created by a group of dedicated professionals is far better received from any corporation then user generated content. High Definition is another step up from the average production which would set you apart. You say you want to kick it up another notch. Get a sound designer or a original soundtrack. Night and day difference in the positive response and potential business development.

2. Duration

A majority of media on the internet is far too long. (I know…I know..one of you is standing on your chair and scream, “What about Hulu?” To which I respond with “Really? Really? Are we going to start comparing apples to oranges AGAIN!”)Many studies have categorically backed the notion of content under the three minute mark is the most effective. Especially for the new media market and most in particular webseries.

3. Genre

Comedy, Horror/Suspense, Drama. These genres are an essential component to creating a successful webseries.  Short form comedy is constantly at the forefront of webseries creation. Generally speaking, it is the also the most attractive. Writing may be palatable, but the timing is typically elongated seemingly so we may be able to bask in the writer/actors comedic genius. Shorter is always better for comedy. Horror/Suspense webseries are now becoming more prolifically due to the artistic credibility which arises from a competent cinematographer. We, as viewers, want to believe in the small screen world. Sadly, scary stories are best told through light.

Creative Team

The brains behind any team is where the strength lies. Its as if you often check under the hood a sleek convertible. Experience of a webseries creative team is crucial. I check for emerging artists with bankable vision. Perhaps the content they currently created is not sufficed for me, but I may be able to utilize them in the near future. Also previous experience is important, but I am always intrigued by recently joining creative forces with distinct different backgrounds or interests. Screen writers made their stake into New Media during the WGA strike. Producer’s Guild New Media Council heavily supports gamers.

Personalities/Talent

Talent individuals are readily beginning to see the advantages of being involved with a webseries. iJustine, SxEPhil, have all joing into the fray. However these are more new media personalities rather then talent as a actor/actress. This does mean they are talentless simply, not able to convincingly perform as another character other then themselves. Excellent first step though. If you are able to cast a personality then go for it. However there are successful talents rising and even crossing from tradional telelvision. Felcia Day at the Guild, even Whoopi Goldberg is gettting involved.

Deal Structure

Who owns the content? What is the criterion for purchase and or license? This is a whole other conversation, but I’ll remain satisfied that I’ve put a nasty bug in your ear. Good. Go read a book or better yet more of my blog.

Marketability

You must create content with not only your audience and eventual fans in mind, but also your paid sponsor or client. Often I am given great quality of content with no real possibility of reaching markets. Anyone who either invests or purchases your content is intently interested in recouping their losses and even making a profit. The easier you make this step

1. Tell me about yourself?

Pop Personality Quiz! I always begin by giving them an open ended question to gauge their personality. Please don’t be boring. Do NOT begin with your content or your business. This will come later on the conversation. Discuss your interesting hobbies, interests, my secretaries outfit, the current market change, your crazy aunt Lil who gave you the gout last week. Anything to engage me. Sell me on you. If I like you, you have a better chance of me being more interested in your project. Jeffory Gitomer is a prophet on the topic.

Tip : Actors Casting Sessions are the best training ground to work on your personality pitch under pressure.You have less then a minute to make a lasting, and meaningful connection with a important industry contact. These casting sessions are free in the form of “cattle calls.”

Recently, a potential network client and I had very good initial meeting, he ended the conversation very enthusiastic, and his secretary booked me in two weeks for a phone conference. Disappointing. He then called me two hours later on his commute home to discuss not only my project, but also similar paintball hobbies we both shared.

2. What are you working on right now?

Give a BRIEF overview of your current projects. Never have only one concept you are currently developing. Be prepared with examples of different stages of development. Simply list them with an interesting information tidbit, and let them select which of them they find interesting. This is your initial barometer for your conversation to gauge their interest in the project you are about to pitch. Be passionate, engaging, and informative. Allow them to interject their thoughts and feed off their input. Utilize the power of suggestion. Never leave something with the that initial conversation for it may derail the reason you were brought in. Let each project run its course. Often web creators are bursting with concepts, and other such passions which comes of as an overanxious rabbit. Give them one thing to think about and move on.

Verbal Tip : Always have several irons in the fire. We are not seeking one hit wonders, rather a trained professional who will be able to provide us with a series of successful ventures. Be sure to explain briefly your project, and be prepared to discuss in depth. Do not answer this short question with a speech. Rather treat it as an elevator pitch.

Written Tip : Give them a two sentence synopsis of your project. If they are interested give them your one paragraph premise. Then stop. Do not provide direct information. Supply casting improvements, or the creative team behind it. This adds potential to your project while allowing their mind to wander on its possibilities.

3. What are you passionate about?

Understand and explain articulate a simple answer. It is important to do background research on the client‘s corporate vision to ensure that your passions fall within their interest or you may be wasting both of your time. If you are passionate to create family programming do not pitch to SPIKE TV. I encourage a themed approach to your answer. This is broad enough of an answer to engage them without being off topic.  “Educating & Entertaining teens” or “Engaging & Equipping Gamers.” This lets them know you are on the same page.

4. What one thing are you best at?

Be Honest! This is not a trick question, but a sincere one. Often webseries creators must be a multitasking King, and as a result the overall quality suffers. Often we would like to pair up like minded professionals to produce a excellent product. Do not give a generic answer, be honest. Do not state what you WANT to be best at. Discuss your current strengths. Often enough we work on building/ or fixing our weaknesses which is not the reason we make money or attract work. No one hires you for your weakness. Rather your strengths. want them to either pick up our webseries or hire us. It is for our strengths. Be comfortable not cocky discussing these.

5. What are you willing to concede?

Be Inquisitive. This is a critical point in the conversation as it is a fundamental buying question. If you are unwilling to consider their terms the conversation is over, and you may have lost a potential client. I recommend asking in return, what are you willing to invest? This is not a tic for tac, but rather best executed earlier in the conversation. Not an opening questions, but if you are able to ask a few questions previously you should be able to tell where their price point is at.

6. Where do you think this will go?

Be Realistic. Contrary to popular belief this is NOT a “closing the deal” question. Remember to be realistic for your product, experience level, and even what the market will bear. Currently there is less then half a dozen mainstream successes of webseries, so set your sight reasonably. Give KPI (Key Performance Indicators) regarding what your estimates are for audiences your content can attract, as well as a most budget, finishing with a healthy ROI (Return on Investment) If you take this route you are answering all the essential questions your client is asking. Provide them with information to excite, and motivate them to use your studio or purchase your content.

7. How much will you sell it for?

I recommend offering a sliding scale for your services. This allows them to suggest where they see the most natural fit. For example, offer a “per-finished minute” rate or a episode rate with a bulk discount. Do not cloud the issues with extraneous detail. Give broad overtones to financial discussions. The market is currently treading lightly on engaging and thereby purchasing web series. There is no hard bargaining. Yet.

Tip : Consider your stage in your career. Perhaps you may not get the majority of monies you would like to see, but you are establishing yourself. You may be giving one idea away for less then you are willing to , but you must start somewhere. What are your future project?

Conclusion

Hopefully this list has encouraged you to either begin or continue your pursuit of webseries success. Perhaps you will be one of the select few independent webseries creators to profit from this recent market trend. It is a growing process with lots of adventures along the way. I remember my first few pitches were full of stressful excitement which resulted in some pretty memorable moments. Anyone have some great stories of great or horrible pitches?

1.  Scout : Scan the room, and identify the persons you would like to speak before the night is out. Perhaps it is a popular web or television star, producer, or agent that you recognize. DO NOT approach these people first. You need a bit of time to practice your pitch. Everyone from professional athletes to musician need time to prep and warm up before they knock it out of the ballpark or take their place on stage. Why should this be any different for those pitching their profession?

2. Network : This may seem like an over simplified step considering you are at a social event, but you will be surprised at how many people attend a mixer and talk to only one or two people. Remember this is like speed dating. Make a great first impression, get an overall understanding of who they are and what they do, and move on to your next person. They may be your next best friend. I have several now, and they all started out as strangers. Don’t be afraid.

3. Pitch : I have heard thousands of pitches over the course of the years, and the most impactful pitches are passionate, informative, but most importantly SUCCINCT. Your pitch should consist of only a few sentences, ending with a call to action. Stay on target, cover the basic information. Avoid false starts and rabbit trails. Don’t forget to smile. Remember you like what you do! No one wants to work with a Negative Nancy. How do you perfect this pitch, you ask?

Pitch Tip #1 – Begin by practicing your pitch even before you leave your car. Remember to actually say it out loud. It may feel strange, but you will be able to catch your verbal fumblings and ramblings faster. One attendee stated she forces himself to say it 7 times. Each time slightly different and she picks the one she likes best. It’s somewhat similar to actor’s rehearsing.

Pitch Tip #2 - Next try your pitch on the greeter at the front door. These persons are naturally friendly, and have waded through everyone that has already pitched them. Follow up after you are done, and ask them if they need clarification. Finish by asking, “Who else is here that you think I should talk to?” They will point you in the right direction. One of my best leads last night was Greeter Drew, a Post-Production Supervisor at Fox.

Pitch Tip #3 – Before you go and pitch to the few persons you REALLY want to talk to take a brief moment, and perfect your final prep pitch. Waiters/Bartenders. Every mixer wouldn’t be complete without one. Some of the best critiques I received have been from waiters. If you can inform an innocent bystander with you and your profession, especially given they are unfamiliar with you turf, then you are well on your way. Besides that they may reward you with tasty good treats. (Last nights food was delectable. I still crave those pot stickers.

4. Communication Etiquette : Current pop culture topics are always great conversation starters. Its a lonely place to be the only one standing around with no clue what happened in todays news. Avoid inflammatory topics as much as possible. Religion and politics very quickly parts the room, and you don’t want to be caught in awkward silence from an easily avoidable slip-up. Also make sure you do not interrupt another persons conversation. Very irritating, and a horrible first impression. I overheard somewhat of a heated argument regarding the recent election. Does it really matter right now at that moment? Probably not.

5. Enjoy Yourself! : The reason mixers are thrown is to build a sense of camaraderie and friendship between people of similar interests, not to mention the networking benefits.  Bring a camera take plenty of pictures of you and your new found friend. Upload them to your social network and give them a reason to stop by for a follow up visit.

Conclusion

Hopefully this has been either an eye-opener or a refresher course for you on how to not only survive, but thrive in this social media world. Thank you once again to Susan and Wendy for throwing a great mixer! Feel free to add any comments, rants or raves, anecdotes or accolades from your mixers. Enjoy.