Who is the show for? Diving into a question that’s probably kept more than a few of those indie animators up at night: “Who is this for?” It’s the bedrock of any successful creative project, especially in the wild world of animation. Get it right, and your project soars. Get it wrong, and you’re left with a brilliant idea gathering digital dust.
I recently stumbled upon another video by Eric from “Surviving Animation” that really resonated with how creators approach things in the animation industry. It simplifies the often-complex landscape of animation into four core “whos.” Understanding these isn’t just about theory; it’s about strategizing your next big move.
The Four Pillars
Let’s break down these four pillars and how they shape the animated content we see:
1. The Commissioners & Broadcasters (B2B)
Think big networks, streaming giants, and the gatekeepers of distribution. This is about filling a slot, meeting a need, and essentially, a business-to-business transaction.
• Their Goal: To acquire content that fills gaps in their programming (e.g., “we need more adult comedy” or “we’re looking for preschool adventure”).
• The Vibe: Often relies on existing industry relationships. While it can lead to massive exposure, it sometimes means toning down uniqueness for broader appeal.
• The Unicorns: Shows like Bluey, X-Men ’97, and Teen Titans Go! perfectly hit this sweet spot, delivering exactly what the broadcasters needed while still being awesome.
2. The Audiences & Demographics
This is where the rubber meets the road with your actual viewers. It’s all about tailoring content to specific age groups and understanding their cognitive development.
• Their Goal: To create engaging content for specific segments (Preschoolers, 6-11s, 14+, etc.). This is huge in the creator economy (think YouTube) where direct viewer feedback is king.
• The Vibe: Constant iteration based on data and direct audience interaction. It’s responsive, dynamic, and incredibly audience-centric.
• The Unicorns: Critical Role (niche, dedicated adult audience), CoComelon (preschool powerhouse), and SMG4 (a YouTube phenomenon) are prime examples of creators nailing their demographic.
3. Licensing & Merchandise (L&M) Companies
Historically, this was the king of the jungle. The show wasn’t just a show; it was a 22-minute commercial for toys, action figures, and every piece of merch imaginable.
• Their Goal: To create “play patterns” and characters that translate directly into marketable products. The show sells the toys, and the toys keep the franchise alive.
• The Vibe: Product visibility and retail potential often drive creative decisions. Storytelling takes a back seat to ensuring characters and items are merch-friendly.
• The Unicorns: You know ’em, you love ’em (and probably bought their toys): Transformers, Pokémon, and even The LEGO Movie universe are built on this foundation.
4. The Creator (Self-Motivated)
Ah, the passion project. This is where the creator’s unique vision, personal story, and burning desire to tell that specific story take precedence.
• Their Goal: To bring a singular vision to life, unfiltered by market demands or corporate mandates.
• The Vibe: Authenticity and artistic integrity are paramount. These are often the hardest projects to get greenlit through traditional channels but can be incredibly impactful if they break through.
• The Unicorns: Rick and Morty, Avatar: The Last Airbender, Hazbin Hotel, and even the upcoming K-Pop Demon Hunters are testaments to creators whose unique visions carved out their own space.
The CG Boss Takeaway: Pick Your Lane, Hope for Magic
Here’s the brutal truth: it’s incredibly rare for a project to perfectly nail all four of these categories from the get-go. That’s the “magical alchemy” everyone dreams of, but few achieve.
As creators, we often start with the “Self-Motivated” passion project. And while that drive is essential, understanding these other “whos” is crucial for getting your work out there. Most successful professionals will tell you: pick one primary category to feed first. Focus on that, build your foundation, and then hope that the magic happens, and the other pieces fall into place.
For us independent creators, it often feels like we’re at the bottom of the priority list. But with the right strategy, unwavering skill, and the sheer will to push our vision, we can absolutely force our unique stories into the mainstream.
So, next time you’re brainstorming or pitching, ask yourself: “Who is this really for?” Your answer might just be the key to your next big success.
Keep creating, keep innovating, and let’s keep pushing the boundaries of what’s possible in animation!
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