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JUNE 26 - JULY 2, 2015 VOL. 37 / NO. 32 LAWEEKLY.COM | | 13 LA WEEKLY // June 26 - July 2, 2015 // www.laweekly.com » 14 ( . upposedly Anthony is the the is Anthony upposedly adork-heartthrobis Ianand they how exactly That’s able. Friday a on across come Hills Beverly their at evening sneak- quirky his in Ian studio, exposing Anthony and ers :TheMovie fi gured that in 2013 Smosh Smosh 2013 in that gured fi Forbes Ian Hecox and Anthony Padilla are, in a in are, Padilla Anthony and Hecox Ian PG-13 short, posting been They’ve didn’t 27, both Padilla, and Hecox Yet Smosh’s videos. their watch many Still, Smosh now has fi thematicallyve dis- fi has nowSmosh their independent site Smosh.com, plus plus Smosh.com, site independent their merchan- and sponsorships from funds such dise. from this of all — million $10 guinea earned drunk a about skit a as tubed trivialities selling with concerned ad fake a about pig, ballads of series a and beef ground the waistband of his Calvin Klein briefs. briefs. Klein Calvin his of waistband the jewelry; man dons occasionally been Anthony They’ve out. work really doesn’t Ian business and grade sixth since they friends years four For 2005. since partners roommates. were best 20-something most like ways, they’re of that lot being erence f di the — friends successful most the of stars millionaire YouTube. on born ever brand name the under online, walls sketches the comedy litters art Fan years. 10 for spaces Smosh, dedicated their of one of company desks and parent of ces f o the gauzy inside doll, homemade each Media, Defy profess- letter gushing and illustration undying high-schooler’s or middle- a ing have videos 3,000-plus Smosh’s adoration. billion accruedviews.global7.4 Thepopu- billion.lationestimatedis 7.3 at service a through ce f o high-rise the enter tinted- a in from arrive they did nor erent entrance, f di very “It’s SUV. window celebrity,” movie or TV traditional a being on them see “People explains. Hecox you’re ‘Oh, like, be will and even billboards photo, a get I Can guy! famous do?’ that you what about care don’t I who though know don’t people YouTuber, a your For watch actively they unless are you videos.” has currently channel YouTube original the it making subscribers, million (it 20.7 site the on channel popular most fourth de-threelasttimesthe1in No. reachedhas channels of collection brand’s The cade). subscribers million 34.7 has websites and daily. views million 5 receives and total unlisted, is brand Smosh the for Income million $3 in bring to estimated it’s ad but YouTube from year a million from $5 to revenue ad also There’s alone. shares Boxman, who became part cardboard box box cardboard part became ran who then Boxman, and accident, c horrifi a following president. for network separate a channels, content tinct app an , a content, own fans’ for game video a downloads), million (1 albums, music four downloads), million (2 a and division merchandising and robust a producers directors, writers, of f sta currently are guys The members. cast show serialized longer-form, a producing um- Originals YouTube new the under Westwood’s at event glitzy a at And brella. before day the 22, July on Theatre Village in Vidcon conference YouTube huge the premiere will mega-brand the Anaheim, lm, fi rst fi its S

PHOTO BY TIMOTHY NORRIS TIMOTHY BY PHOTO

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7.4 7.4 By Jane Borden Borden Jane By

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VIEWS

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very dumb videos into a media empire

BILLION

BILLION BILLION BILLION How the goofy YouTube duo Smosh’s Anthony Padilla,left,their got start Hecox Ian and Smosh’s lip-synching PokémonthemetheYouTube. song on

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www.laweekly.com // // LA WEEKLY |

June 26 - July 2, 2015 » and Padilla play versions of themselvesers), whose living room they land in.ing Jenna HecoxMarbles (15 million subscrib- into other YouTube personalities, includ- into the website. Along the way, theyvideo runfrom YouTube by literally jumpingdilla’s eforts to remove an embarrassing doughnut. Spoiler alert: They fail. of dudes who try to plunge a toilet poet’swith a work will be used to sum up ifa couplethis is the only time the transcendentalistlarge. Smosh contains multitudes.” — oweseven more to Walt Whitman — “Smoshinvolves is climbing a ladder, the newthe one beast. If the old Hollywood analogyfor Smosh but rather one more arm ofempire. The movie isn’t a culmination Two bozos with a webcam are now a sifimedia ed and, if you’re under 30,enterprise has builtrecognizable. a brand as large, diver- ing sole ownership of their sites, nonumbers or makeother more money by retain- surpassed Smosh’s YouTube subscriber specifically requested. not, the IRL-starved teen mega-fans haveeventually on DVD — which, believe itin ortheaters; it will be released digitallyence weand already have.” The movie that way:won’t “They want to becapture the audi- of producers or marketers to present respondsthem that it wouldn’t be in the discreditinterest the duo as too Hollywood, Padillaalienate Smosh’s DIY online fan baseWhen or asked if making a feature fionly aslm will“intelligent.” It was shot inmovie 18 days.and the head of content at Defyative — o fcer, an executive Blumberg by Barry cre- — Smosh’s chief producer on the audience market. Its budget is described in the teen- large footprints with panies com- digital-media both AwesomenessTV, a collaboration between and charm.” mor. Ian and Anthony have an old-schoolend there: “This is more stripped-down hu- journey. But Winter says the similaritiestinuum and launch themselves on a bogusslackers who break the space-time con-experienced in the very specifiExcellentc Adventuregenre of playing Bill S. Preston, Esq., in writer-actor-director best remembered for Mother ( 23-year-olds without Internet stardom. — their selves of four years ago, aimless star can be, and that impacts the entireredefi ne how massively popular contentan online partnerships. “Smosh has helpedMerryman, vice president of YouTube’scommunity views YouTube,” says howKelly the entire creative and advertising Smosh was No. 1. The top five were all digitaloverall personalities. infl uence. Katy Perry celebscame thenin ninth.were ranked to reflwithect teenstheir and 10 YouTube stars. celebritiesThe — 10 traditional stars popularwere asked a series of questions aboutlast 20 summer, 1,500 teens, ages 13 to 18, of actors. They don’t want us for our skill.” Blue Mountain State Blue Mountain 13 The film was financed and produced by The film was written by Eric Falconer The movie chronicles Hecox and Pa- “That kind of validation point changes In a survey commissioned by “Yeah,” Hecox adds, “we’re not that good ) ) and directed by Alex Winter, the While other digital stars have — which makes him , How I Met Your Bill & Ted’s Variety

grew tenfold in about a year. Also millionlast —year, meaning the company’s valuecompany to Hearst Corp. for more lion.than $81Last year, it sold just a quarterbought AwesomenessTV offor $33 mil- the for digital domains. In 2013, DreamWorkstraditional media outlets are scrambling of creators.” community overact, with screwball faces and bound- and faces screwball with overact, but not by much. The guys comedicallythe duo’s poor acting skills, it’s nativehyperbole, habitat. When Hecox jokes about expand what we’re doing already.” just see it as another outlet, anothermedia,” way to Hecox is careful to clarify. “We its own terms. tal media welcomes the invasion, if the onlyreverse now seems on to be true. And digi- would be invading traditional media, tionbut a few years ago was that digitalgiant RocketJump talentStudios. The assump- formed an alliance with digital-content is owned by Lionsgate, which last yearity stake in Defy Media, minor- part undisclosed ofan whichacquired channels, among other services. And Maker Studios, which produces YouTubevideo outlet. Disney paid $500 million million in forMachinima, an online gaming- Warner Bros. Entertainment invested $18 massively popular an online starcan be, and that impacts the entire community In the last few years, more and more Digital sketches are Hecox and Padilla’s “We aren’t trying to jump to traditional Were Real.” Were Games Board “If called video a in hippos hungry hungry, the observe Hecox and Padilla of creators.” “Smosh has helped redefine how —Kelly Merryman, YouTube “doesn’t need to be far out of reachan ofaudience.” that He says the content “We’reitself making content that connects makingwith cinema,” Blumberg explains. In fact, it can be a detriment. “We’reessential not ingredient in YouTube magic.dedication to dramatic craft is not an ality rather than finesse. Fortunately,less confidence, capitalizing a on person- candid, whereas traditional celebrities perceivedare as approachable, authentic starsand topped the list because they areon respondents’ comments, was that web of last summer’s MTV’s Live TMZ on the immortalized in wax. They have appearedwill be the first American digitalrecently stars announced that Padilla and Hecox all the time.” of the party and have people staringPadilla at us adds. “We don’t want to be the life still have a level of anonymity.” sizes. “Our situation is nice because fame anyway.we “Not at all,” Hecox empha- creators.” a lot of people think they’re also contentit aims to resonate “in a community audience’swhere capabilities” — especially since It may be too late. Madame Tussauds “Yeah, we’re kind of reserved people,” The guys don’t claim to want traditional 2014 Teen Choice Awards Ridiculousness , and have an upcoming spot on Variety . The conclusion survey, based and on ments. The MySpace page, as well asthousand views theand hundreds of com- where it had already accrued a coupleposted it to a fledgling site twocalled videos YouTube, they’d made at that time Kombat— and theme song, the second of onlypage — of them lip-synching the Mortal In 2005, when Hecox lip-sync video, their first to blow up on lip-synch for a third video. Pokémon fanswon. toimme- choose which songchannel thea guys diatelywould opened and then polledPadilla Smosh’s MySpaceYouTube, pit.” Excited about the free bandwidthwho on mispronounced the phrase “mosh “Smosh” after an inside joke about a communitybuddy for their friends, was namedpersonal site Padilla created in 2002 as a had taken a video from their MySpacetheir names and discovered that someonehigh school in Sacramento, they googled hair.’” # like, ‘Shit, my wax figure’s have gonna to havechange this my hair soon, but nowtransformed I’m into statues — he replies, of“I a fluid and inconstant mediumof thewill ironybe of the wax figureswith a— hairthat decision.icons When he’s informed what the Internet’s for.” that.” pick your clothes? And haircut?” make sure he heard it correctly. “Like, they consultants. barricaded behind handlers and image The now-legendary Smosh Pokémon Padilla: “OK, you you “OK, Padilla: .”# ... # so to, want I “Well, Hecox: “You don’t Padilla: That said, Hecox is currently struggling Hecox agrees. “Finding things to wear“I think that’sis silly, actually,” Padilla adds. Hecox interjects, “No, we don’t have “Stylists?” Padilla parrots my question to want and Padilla were in have to, then.” to, to do anything.” do to | | 15 LA WEEKLY // June 26 - July 2, 2015 // www.laweekly.com ? www.cnstrial.com/ms 844-562-7272 MULTIPLE SCLEROSIS MULTIPLE MUSCLE TIGHTNESS DUE TO DUE TO MUSCLE TIGHTNESS If you or a loved one are being being one are or a loved If you with baclofen for muscle treated tightness or stiffness due to may you Multiple Sclerosis, to consider the option of want of an a clinical research study spasticity. for muscle medication investigational medical Qualified participants study-related received be no cost and may at medication and study care for time and travel. compensated » 17 ( Hallelujah Hallelujah of Smosh. Two Two Smosh. of with “I just got my fi rst boner” are are boner” rst fi my got just “I with Speaking of a lot of time, there’s even even there’s time, of lot a of Speaking Smosh is exceptionally childish and and childish exceptionally is Smosh Once the guys had enough income to to income enough had guys the Once Superfans are no less obsessed obsessed less no are Superfans Not everyone is a fan a is everyone Not market, and that market regenerates. regenerates. market that and market, con- digital teen-focused why asked replies, When Hecox general, in popular so is tent they’re when time of lot a have “People jobs.” getting start they Then younger. that ction fi fan of genre “Ianthony” an two the between escapades erotic depicts with fans’ heartfelt and shocked reactions. reactions. shocked and heartfelt fans’ with that reports false planted also users 4chan school high in rape of accused was Hecox Smosh’s doctored recently, most and, Towers, Twin the include to poster than movie worse be will lm fi the suggesting detractors other their of none While 9/11. hater ample are there ferocious, as are as well as comments, the in lurking rants “We rooms. chat and videos reaction in because them ignore to choose usually Padilla down,” you bring to ect trying are f a they it letting in sense no is “There says. you.” their are children and teens But dumb. 27-year-olds who record themselves themselves record who 27-year-olds replacingthelyrics ofHandel’s Chorus mocking, the for fodder perfect perhaps vi- notoriously the on trolls anonymous December In boards. message 4chan cious [sic] “Lets posted, user 4chan one 2013, channel, their on video nazi a fake through it spread and it screencap that. just did Someone #WTFSmosh.” with channel Smosh the of screengrab fake A GOOD BACK BRINGS “HITLER titled — an by accompanied and to MEMORIES” next Padilla Hitler-’stached a of image along Twitter, on exploded — swastika a Digital purchased Smosh in 2011, bringing bringing 2011, in Smosh purchased Digital vice executive digital as on Blumberg when founded was Media (Defy president 2013). in Media Break with merged Alloy development the saw year following The Cartoons Up! Shut channels: new three of (video Games Smosh series), animated (an Smosh El and content) game–related main- the of versions (Spanish-language launched channel Each sketches). channel example, For demand. fan to due part in Padilla and Hecox when started Smosh El their of all dubbing user a discovered channel That him. hired then and — videos subscribers. million 1 has now cover the bandwidth on Smosh.com — and and — Smosh.com on bandwidth the a into cover places, parents’ their of out move startedthey — shared housetheydupli- Smosh.com, on library video their cating that everything houses currently to which addition in YouTube on posted they’ve they 2010, In material. exclusive bonus, to platform independent their out and built articles with populated blog a include ag- and original of combination a lists, Humor College think — content Alloy gregated schoolers. high for but BuzzFeed, or with the pair’s real-life romantic romantic real-life pair’s the with stars. It fl oods Smosh fan sites. Much of of Much sites. fan Smosh oods fl It stars. eyeballs, tween for explicit too far is it by written be to appears it of most and videos post duo the Occasionally women. read- dramatic performing themselves of occasionally without not works, the of ings gagging. In 2007, with Blumberg’s help, Smosh Smosh help, Blumberg’s with 2007, In Some of his fi rst advice to the guys, guys, the to advice rst fi his of Some school high from graduated just They’d It wasn’t his plan, upon leaving Disney, Disney, leaving upon plan, his wasn’t It The year before, Blumberg, who’d who’d Blumberg, before, year The In 2007, publisher Shogakukan cited cited Shogakukan publisher 2007, In With about $1,000 in donations from from donations in $1,000 about With YouTube used to have a list on its its on list a have to used YouTube around this time that Blumberg starting starting Blumberg that time this “He around business. growing the of cut a says. taking Hecox haul,” long the for it in quick was of sort any for looking wasn’t “He cashout.” was chosen to be one of the fi rst channels channels rst fi the of one be to chosen which in was program, Partners YouTube the site in the between shared are the revenues ad time, the (At creators. content its and undisclosed an paid were partners new program the in channel each was now It rate; sales.) ad all of percent 55 receives ,” Padilla recalls, “and we were like, like, tak- started thing were we YouTube the “Then “and lege. recalls, Padilla ,” f o college. ing to back come always ” can " we ‘Well, YouTube.’ to back come always can’t “It We full-time. videos make to quit they adds, So Padilla says. Hecox constant,” the of was day single every working were “We week.” media knowledge, it could be grown into into grown be could it knowledge, media bigger.” something when- a it do just “Don’t Padilla: to according Create fun. having or bored you’re ever schedule.’” col- community local a at enrolled had and meet a couple of weeks later.” later.” weeks of couple a meet just “I talent. digital develop and court to Blum- guys,” two these in something saw was them about “Something says. berg really I and audience, an with with that, connecting feeling my was It name. the liked traditional- some and polish of bit little a by then had more than 24 million views, views, million 24 than more had then by fourththemostwatchedmakingitYou- Tube video at the time. Walt of president as post his left of few recently a saw Animation, Television them Disney called “I YouTube. on clips to there Smosh’s up ew fl and Sacramento in up fi rst started making videos, we didn’t have have didn’t we videos, making started rst loud,” fi really talk to had we so mic, mic boom boom a a got we then “And and says. Padilla shouting,’ we’re ‘Wow, like, were and back.” it bring to learn to had which copyright infringement You- forcedand clip, Pokémon the remove to Tube spoofs and eventually original sketches — sketches original eventually and spoofs page. home the made which of all almost duo, the sales, T-shirt in $2,000 and fans Padilla’s on everything made who’d Handycam Sony a purchased webcam, were and equipment, essential we other and “When bedroom. Padilla’s leave to able homepage of recommended videos, and and videos, recommended of own their homepage promote could creators rst fi at ‘recommend the clicked must’ve “I clips. Padilla times,” 200 button page’ front for home the hit video Pokémon and The Hecox recalls. So re. fi caught then and lip-sync page other rst fi — more posted Padilla er-haired versions of Hecox and Padilla Padilla and Hecox of versions in er-haired bedroom old Padilla’s around a jumping Excluding up. grew he where all home is the humor the gags, sight and props the few It’s gestures. exaggerated and adolescent energy your with did you f stu same made and videotaped except friends, forever. — public YouTube, features scrawnier, even oppi- fl | | 17 LA WEEKLY // June 26 - July 2, 2015 // www.laweekly.com tomorrowtomorrow sell*tradesell*trade

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exchangeexchange and learn more and learn more Cosmetology 310 255 3304 INTERESTED IN... CAREER IN A HAIRDRESSING? Join Sassoon for the next the next for Sassoon Join Open House our about Angeles the Los course at Academy! 25th June Thursday, 3:00pm - 6:00pm RESERVE YOUR SPACETODAY! CALL: SHERMAN OAKS: 8GPVWTC$NXFé .#0.C$TGC#Xé 5#06#/10+%#/CKP5Vé .10)$'#%*'PF5Vé aloExchange.com f Bu Even if the guys’ sensibilities outgrow outgrow sensibilities guys’ the if Even an on live go and money my take “I’ll “I’ll jokes. Hecox hermit,” a become “I’ll Smosh. of remain will nothing And Partly, Smosh is building a “family,” as as “family,” a building is Smosh Partly, in 40, turn Padilla and Hecox When “There wasn’t even a formal scripting scripting formal a even wasn’t “There If they hadn’t followed Blumberg’s Blumberg’s followed hadn’t they If Hecox and Padilla fl y upstate once or or once upstate y fl Padilla and Hecox of sign and notes give still guys The Except those wax fi gures. gures. fi wax those Except were 10 years ago. “I just write what I think think I what write just “I ago. years 10 who were care don’t “I says. Hecox funny,” is it.” watches Smosh the — versa vice or — market to their enough ed diversifi be might bytes brand and bits digital its of all an is Still, Smosh adapt. itself. humor as eeting fl as all are it if What ephemerality. on built empire disappears? adds.Padilla island,” hunt just and mountains the into up go life.” my of rest the for rabbit Twitter followers on his personal account account personal his on followers Twitter mak-wereresult.theyifa When asked as Blumberg along, went they as up it ing still are.” replies, We “Yes. brand, and f sta cast, their call guys camera the the of front in you it’s “If says. because Padilla taxing,” that’s day, every this doing keep to want you if “Especially behind more working be might We 40. at then.” by camera the talk- at laugh still doubt no will teens 2028, making be still Smosh will But boobs. ing sketches brand’s The them? about videos they than now adult more are certainly and outsource, Hecox says, “We wouldn’t wouldn’t “We says, Hecox outsource, burn and other seen We’ve here. be out.” “I recalls. Blumberg ago,” years 10 process helped I paragraphs. on notes them gave with beginning, the at writers as them comedy traditional how and structure sketch how me taught they And works. Blumberg works.” YouTube on comedy rstFace- evenwrote teen manyof Smosh’sfi has still and posts, Twitter and book with the cartoon and gaming channels channels gaming and cartoon the with heav- but cast) own its has latter (the hush-hush new, the with engaged ily course, of and, — series Originals one YouTube for camera a of front in constantly are making mention to not another, or shoot promotional and press at appearances eventsandshareholder meetings. staahire f diversify, toadviceagoyears it as well, the house was transformed into into transformed was house the well, as it major avoid to largely studio, production a changes. scenery and set everything Otherwise, month. at each Defy, twice at studios nine the of one at shot is or town in soundstages YouTube-owned move to eventually is goal The location. on L.A. to production all and main the for slated sketch every on involved less They’re . channels second parents’ places. After they eventually left left eventually they After places. parents’ : “I “I : The Bachelor The —Smosh co-creator Ian Hecox co-creator —Smosh our Friday-evening chat chat Friday-evening our I don’t care who watches it.” it.” watches who care I don’t endeavors. Padilla and fellow fellow and Padilla endeavors. “I just write what I think is funny. funny. is I think “I just write what ) A hefty amount of production still hap- still production of amount hefty A After eight years of running Smosh out out Smosh running of years eight After to dedicated one ces, f o two Defy’s Their free time is rare, but when they they when but rare, is time free Their 15 post’s 4,800-and-counting comments read read comments 4,800-and-counting post’s “After an from transcript audience an like of episode Rose” Final the online personality Kalel Cullen were the the were Cullen Kalel personality online many for couple power Internet reigning 18 about for engaged were and years, year. last quits it calling before months devastated. still is community Smosh The this earlier but single, currently is Hecox Instagram rst fi the posted Padilla month The girlfriend. new alleged his of shot pens in Sacramento, where Defy owns a owns Defy where Sacramento, in pens set bedroom a (containing soundstage “Smosh the as well as set) kitchen a and Hecox by shared home actual the house,” their of out moved they when Padilla and games. (Defy also owns Clevver Media, Media, Clevver owns 20-plus also its (Defy among games. Gurl, and Crushable employees 350 the of all Almost brands.) Defy’s of all on times, varying at work, have does Smosh productions. and of brands number its although , f sta dedicated a public. isn’t employees creative and one to business, are within within are business, to one and creative cre- The Wilshire. on other each of blocks foosball- not — casual more is ce of ative populated but casual, taco-truck and table and Taylors Chuck wearing people by props leftover quirky with of decorated replicas 2-foot-tall as such shoots, Mario from Super the in owers fl pixelated the Hecox says, “It’s not like a really douchey douchey really a like not “It’s says, Hecox unique.” it makes which club, move a realized duo the here, ce Sacramento, of f o this had “We inevitable. was was headquarters our here, studios Smosh sense.” made “It recalls. Padilla here,” have it, Padilla wandersPadillait,down-around have Jewelry the in loft a rents (he L.A. town exploring likes Hecox while District), (where Lake Silver in stairs secret the Hecox Park. Echo and house) a owns he to not trying be would hobby “My jokes, danc- go occasionally They emails.” check because, Satellite the at friends with ing has vegan options. Padilla moved here here moved Padilla options. vegan has has and 2013 March in Sacramento from has than life L.A. to readily more adjusted this earlier plunge the took who do Hecox, to slow “I’m says, sheepishly scary and year erent, f di a is L.A. and everything, place.” ces, one of Smosh’s press press Smosh’s of Toward one theces, end of f o Defy the at employee, Defy a also representatives, restaurant the that Padilla with rms confi night that meeting business a hosting like her so much more than his ex”; “kalel “kalel ex”; his than more much so her like didn’t “kalel be”; will always and better is lazy was she think) (I anything do really hard- actually is one] [this think I as where chance.” our missed we “Damn working”; »