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Partners Project

Mystery Guitar Man Exclusive Interview : The Partners Project Ep.4

Friday, January 07, 2011 | No Comments

Shira: Hey everyone, welcome to the Partners Project. I am right now
with the one and only Mystery Guitar Man, and this is your space. This is where all the magic happens.

Joe: Yeah, yeah, this is my little office.

Shira: Very cool. Of course, Mystery Guitar Man has over 1.5 million
subscribers. Over 200 million views on YouTube. Those numbers
are just incredible.

Joe: Yeah, it’s been crazy, and it’s all happened in the past year, all of

Shira: What was it about 2010?

Joe: I don’t know. Back in 2009, I was really trying to get me talent to
get going and it wasn’t working out. So I was kind of on the
balance. Like, is this going to work out or not? Am I going to
do YouTube full-time or not? Then 2010, just everything

Shira: So let’s go back to those years when you were just beginning.
Where’d you grow up?

Joe: I grew up in Brazil. I lived there for 12 years and then I moved to
America, the United States, actually.

Shira: Yes.

Joe: I lived in Boston for a long time, 10 years or so. Then I’ve been
here in L.A. for about a year.

Shira: Were you always into filmmaking?

Joe: Not at all. I actually went to school for medicine. I was going to be a doctor. I watched the making of “Jurassic Park,” way back in
the day. I was like, “This is so cool. I want to do computer
stuff.” Then I was like, “No, not computer stuff. Maybe
biotechnology. No, not that, maybe biology. Oh no, not that.”
Then I eventually went back to filmmaking.

Shira: What was the first year that you uploaded a video?

Joe: That was way back in the day, 2006.

Shira: So you were kind of dabbling in YouTube then?

Joe: Yeah, a little bit. I actually learned with YouTube. My first videos
were kind of just vlogging to the camera. Just setting up a web
cam and being like, “Today I went to the store and it was fun.
Come back next time for my video.” Then, you know, I started
doing like clones where you just stand on one side of the
camera, and you’re like, “Hello, how’s it going?”

Shira: “Hi.”

Joe: Yeah, then you just split it down the middle, real basic clone stuff.

Shira: That was Joe, though. How did Mystery Guitar Man come up?

Joe: I don’t know. I signed up for the account at 2 o’clock in the
morning, apparently. I looked through my old e-mails. I don’t
know. I think I was just trying out like guitar man. I looked
around. What did I see? Oh, there’s a guitar. Guitar Dude,
that’s taken. Guitar Man, that’s taken. Mr. Guitar, that’s
taken. Mystery Guitar, that’s taken. Mystery Guitar Man, finally
found one hat worked out.

Shira: Then the glasses?

Joe: Was because, the first video that I shot was with my mom’s VHS camera and the iris was broken.

Shira: A lot of people must wonder, what’s up with the glasses?

Joe: Yeah, actually that was because the first video camera that I found in my mom’s attic was a really old VHS camera. The iris was
broken, you know, what let’s the light in was broken. It was
really, really close, so I needed to have like three lights on
me. I took all the lights from the house and put them all around
me for that to work out. I was squinting and saying, hey guys,
this isn’t going to work out. So, I put the sunglasses on and it
kind of stuck with me.

Shira: And you never go without them?

Joe: There’s one video that I’m glassless for half of it. But yeah, I’m
always wearing the sunglasses now.

Shira: How would you describe your videos to people?

Joe: That’s tough. People ask me what I do and I’m like, “Umm.” Or like people are asking what my next video is about, and I’m like,
“Well, it’s kind of tough to explain because everything that I
do is kind of new.” Everything, at least that I try to do is
different and something that hasn’t been done before, hasn’t
been done that specific way before. So, I think I just describe
it as like experiments with music and video all mish-mashed
together. I don’t know how to put it.

Shira: But you say you’re not a musician, which is really hard to
believe because you’re so talented with instruments and music.

Joe: Yeah, but I play music. Music is a hobby for me. Filmmaking is really what I love doing, and what I want to do for the rest of my
life. I call myself a filmmaker and not a musician.

Shira: You have many different types of videos that you do.

Joe: Yeah, a little bit. I do like looping videos. I do videos with little
versions of myself or clones. Actually, I just made a year wrap-
up kind of thing, and I kind of separated them all into
different categories and the biggest one was “other.”

Shira: One was “other”?

Joe: It was everything that I’ve done that’s just like little tests,
little video tests, little motion tracking stuff. It can’t
really be categorized.

Shira: Why do you think in the past year your channel has grown?

Joe: Well, one of the major reasons was because I actually got on a
schedule. In 2009, I would just upload a video whenever. In
2010, I was like Tuesdays . . . actually I started out with just
Thursdays. So, every Thursday I would upload a video. Then
eventually, I got to Tuesdays and Thursdays. So, people come
back. That’s I think one of the reasons why it blew up, and also
because I made a lot of collaborations. You know, people like
Ray William Johnson, Dave Days, Tay Zonday. So that also helped
out too.

Shira: So let’s go back to the scheduling. Why did you decide on those days?

Joe: Just Thursdays, was because nobody else was uploading on Thursdays back then. Other people were different days. I was like, oh, Thursday is kind of not taken. Then Tuesday was the same way. A lot of people do Mondays and Fridays, or Monday, Wednesday, and Friday kind of thing. So, Tuesdays and Thursdays was a good happy medium for me.

Shira: What about timing of day?

Joe: Whenever I finish the video, which is usually, hopefully, the day
before. I make my videos on Mondays. Upload them on Tuesdays.
Wednesday’s, I upload them on Thursdays. Then Friday, Saturday,
and Sunday, I’m thinking up new ideas. But sometimes, I have to
work until 4 o’clock in the morning and then wake up at 9 to
keep working. Sometimes it’s a little bit late.

Shira: So, this is a full-time job?

Shira: Every sound you hear, you’re like thinking in your head, could
this be a song?

Joe: Could this be a video? Actually, people ask me a lot like why I do
this [claps, makes sounds] in the beginnings of my videos. It’s
because of the sound syncing.

Shira: Oh.

Joe: Yeah. People are like, “You must have some kind of disease or must be on some kind of drugs.” No, it’s just the [snaps fingers]
synching the sound.

Shira: Like you are an instrument. You’re bopping, like.

Joe: That would be a good video, actually.

Shira: A what?

Joe: Like a body instrument.

Shira: Yeah. Well, have you done it yet?

Joe: I haven’t, no.

Shira: Use your body as an instrument.

Joe: There you go.

Shira: That’s an idea, yes.

Joe: You get half of the revenue.

Shira: Ah, score! That would be like my whole year’s salary. No I’m

Shira: So, this is basically a full-time job, those hours?

Joe: Yeah, it’s a lot of work. Basically, like 80 hours a week of making
videos and then promoting the videos and then reading comments
and stuff. But it’s something that I really enjoy doing, so I don’t mind putting in the work.

Shira: Are people surprised when you say it’s a full-time job because
they think maybe you have side jobs?

Joe: Yeah, totally. People are like, even like people who don’t understand YouTube at all, are like, “So you do YouTube? Do have a cat that’s funny or something?” I’m like, “No, I do videos myself.”
And then people who kind of understand and watch my videos,
they’re like, “You must do some kind of other work, right?” And
I still get comments all the time. It’s like, “What does he do
as a job? How does he have time?”

Shira: Collaboration is really important.

Joe: Yeah, definitely, when you are coming up. You know, like to get into the top 100 right now, you need like 400,000 subscribers, which
is crazy, you know. So, one good way to do it is to offer your
services to other people. So, people who collaborate with me,
like painters, somebody painted this, Jacob Patterson who did an
amazing job. He got the promotion from me and I got this awesome
wall. It’s kind of like a fair trade kind of thing.

Shira: So how do you stand out amidst all the noise?

Joe: That’s tough. I mean, one way to do it is just learn your craft
really well. So, if you do interviews, do interviews really
well. If you do music, do music really well. If you do kooky,
tiny people in your hands, you do that really well. So I think
that’s one way to do it.

Shira: Do you have any inspirations?

Joe: Oh, yeah, totally. Michel Gondry a huge inspiration for me. He does like really crazy videos. Kind of like the stuff that I do, you
know, messing with a mise en scene or whatever. How do you call

Shira: Oh, French.

Joe: I don’t know. That’s what I read on Wikipedia. So, I like him
definitely. I think the first video that I watched on YouTube
was him solving a Rubik’s Cube with his feet, which was a video
effect of course. But that’s one of the first videos that I saw.

Shira: I want to talk about stories that have come up through your
success on YouTube, like people who have gotten in touch with
you or projects that you have been able to work on that are just
incredible, that you never would have thought you would have
been doing this.

Joe: Yeah. I think one of the cool things is things that people send me. People have sent me like etched mirrors with my face on them.
People have sent me, like, some really amazing artwork, which is
actually where I got the idea to make my crowd animation video,
where people sent in their own drawings and stuff. Yeah, it’s
funny. People recognize me on the streets all the time. We were
flying to Bali to make a video, and this guy who was like 7 foot
20 comes up to me in Taiwan, and he doesn’t speak any English.
He’s like trying to talk to me. I’m like kind of afraid of him.
I don’t know where he’s going with the conversation. He’s like,
“Ah, you! Mister!” He just like air guitaring. And I’m like,
“Yes, yes.” I didn’t have my glasses on. I put my glasses on and
he’s like, “Oh, mister.” Yeah, a lot of fun things have

Shira: Does that surprise you?

Joe: At first, it was kind of awkward. I was really awkward with people. But then I kind of got used to it, you know. People come up to
me on the streets, and they’re like, “You’re definitely not in
my face like I thought you were going to be.” Because I’m kind
of real close to the camera when I shooting my videos.

Shira: Is there a difference between Mystery Guitar Man and Joe, who you are, off camera?

Joe: Well, I’m a really bad actor. So, I think that Mystery Guitar Man is
just an exaggerated version of Joe Penna. So, it’s the only kind
of acting that I can do, you know the, oh, the teeny person
always talking in the high pitched voice kind of thing. Yeah, I
think it’s just a version of myself.

Shira: You get to be fun and quirky.

Joe: Yeah.

Shira: That’s why I like doing my job too.

Joe: Yeah, you get to be fun and quirky.

Shira: I do.

Joe: That’s YouTube.

Shira: I’m usually fun and quirky, though, I swear. Oh yeah, have you
gotten to meet any really awesome people through your work on

Joe: Oh, yeah, totally. Plenty of like company heads and stuff like that. Then we got to go to the AMAs, the American Music Awards. And then it was just all the crazy celebs and stars, Kesha and stuff
like that. So, I’m really proud to have met Kesha. No, it’s the

Shira: I wasn’t going to say anything. Let’s go over your process for

Joe: Yeah.

Shira: You, obviously, with each video have a different process.

Joe: Yeah.

Shira: But in terms of your day-to-day schedule and how you create all these ideas.

Joe: Yeah. Well, Friday, Saturday, Sunday is kind of the time where I’m thinking of new ideas. You know, writing stuff down. Maybe
shooting some tests or like doing interviews, doing that kind of
stuff. And then Mondays and Wednesdays is when I shoot and edit
and produce my videos. And then Tuesdays and Thursdays I upload
them and kind of promote them and stuff like that. I go to blogs
and stuff like that. So, yes, that’s my week. Basically working
every day.

Shira: You do it all alone, though? Is it you, like you’re obviously
coming up these ideas. Once you have an idea, though, how do you
execute it?

Joe: Well, I do, finally, have a guy who helps me out. One guy helps me with just assistant editing and then just focusing on the camera
and stuff like that, helping me set up green screens. The guy
sometimes helps me out with music. I send him all the music
files and then he mixes them, because I don’t understand about
the crazy audio mixing. But everything else, coming up with all
of the ideas, it’s all stuff that I do by myself, yeah.

Shira: How long does it take you to shoot one episode?

Joe: Really, it depends on the idea. Usually about 12 hours to do one of my videos. And I do it all on Mondays and Wednesdays, so.

Shira: And then edit?

Joe: Yeah.

Shira: How long does that take?

Joe: Well, shooting and editing is 12 hours.

Shira: Okay.

Joe: Shooting really depends, you know. It could take like 30 seconds and then it’s like 11 hours of editing, or like 9 hours of shooting
and then 2 hours of editing. So it depends on the idea.

Shira: How do you create those crazy noises from your mouth?

Joe: I don’t know. I think I just practice way too much. So, there’s the
click and there’s a click, where it comes from the top of the mouth.

Shira: Okay.

Joe: It’s just years of practice, I think.

Director: Does your fiancee ever like, “What are you doing?”

Joe: All the time. She says all the time that she lives in a constant
Mystery Guitar Man video, which can’t be good for her. I don’t
know what she’s doing with me.

Shira: That’s funny, all right. We’ve got a ton of questions from all
of you out there for Mystery Guitar Man, and we’re going to ask
some of those questions right now. One is from Lama Lajet [SP],
who asks what about your editing programs, what do you use?

Joe: I do everything on Mac, so, Final Cut, After Effects, Shake, and then for 3D motion tracking, I use some high-end programs like Booju
and stuff like that. So, with Booju, there’s a program called Voodoo that does 3D motion tracking. You can always get the 30 day trials, you know, stuff like that. See if it works out for you.

Shira: Okay. We have another question from Benthehen 2000, ask MGM — I love that people call you MGM now — where does he get all the patience to sit and edit his videos for hours?

Joe: I think I’ve never had friends. So, I never was the partying kind of
type, or there’s nothing else for me to do basically. So, I
might as well just sit and paste the transparencies together.
There’s nothing better for me to do on a Friday night, most of
the time.

Shira: ExTurnipTimex asks, “What advice do you have for a kid that
loves music, loves to make videos, has experience in making
videos and music, and wants to make high quality effects and
videos like yours?”

Joe: Well, for high quality stuff just put the time in to look at
tutorials and stuff like that. That’s how I learned. Like I
said, I didn’t have any friends. So, I would just look up video
tutorials, learning the programs. Just messing, shooting
different tests. YouTube’s a great learning ground for me. Just
trying out different things. And just put the time in overall,
because it took me like four years to get to where I am now. So,
just a lot of time.

Shira: It doesn’t happen over night.

Joe: No, no it doesn’t. Yeah, so, it did happen a lot in 2010, but still
it took me four years to learn about the video programs that I
was learning about. You know, working really crappy intern jobs
and that kind of stuff. So it takes a long time.

Shira: All right. Also what kind of equipment do you use?

Joe: I shoot with a Canon 7D. It looks like a picture camera but it shoots really high quality video. And I have just this little
microphone for audio stuff and not much else. I do a lot of
videos with transparencies, stuff like that, you know, just with
the equipment. That’s pretty much it, yeah.

Shira: It’s that easy.

Joe: Yeah.

Shira: Well, it’s not really that easy.

Joe: No.

Shira: As you were describing the process and I did not even
understand anything, I was amazed.

Joe: You just need a couple of lights and decent camera and you can start making really cool videos.

Shira: What do your parents think about all this? I love asking that
question because I’m always interested in what your family
thinks of this type of lifestyle.

Joe: Yeah. Well, at first they really didn’t get what I was doing. They
tried to keep me in medical school. They tried, of course, they
spent money and I was into debt because of it. So, at first,
they didn’t get it, but then eventually once my channel started
picking up steam and stuff, they know more about it than I do
now. My dad called me like 3 o’clock in the morning one time and
he was like, “Joe, there’s something very serious that I’ve got
to tell you.” I’m like, “What? Is mom okay?” He’s like, “No,
she’s fine but there is a really bad comment in one of your
videos that you should go delete right now.” So, I’m like, “It’s
3 o’clock in the morning, Dad.”

Shira: My mom does that too.

Joe: I know.

Shira: I mean, I don’t get as many comments as you. But . . .

Joe: The East Coast, they shut down.

Shira: My mom will be like, “How dare this person.”

Joe: I know. It’s like let them say that. It’s 13 year olds.

Shira: How do you deal with that negativity towards your videos? I
mean, you don’t have a lot of it.

Shira: In terms of YouTube, a lot of people talk about negativity and
comments. How do you deal with that?

Joe: Well, I just kind of realize that the Internet in general, because of
the anonymity is, they’re going to be vile. They’re going to be
mean. You know, one little tiny thing wrong that you do, they’re
going to find out. That’s actually why I started putting like
little hidden messages in my videos because people would watch
it like frame by frame and be like, “No this is wrong.” I’m
like, “Well, fine, here’s a little message for you.” But then I
put stuff like, “Comment below if you saw this or that.” And
then whenever I do a stop motion video, people are like stop
making stop motion videos. You do too many. Then I don’t do stop
motion, and people are like, “The reason why I subscribe to you
is because of stop motion.” Do more looping videos, do more
this, more that.

Shira: Yeah.

Joe: Of course, you know, 1.6 million opinions is a lot of opinions. But, you know, I just kind of do whatever I want to do.

Shira: You can’t please everyone.

Joe: Yeah, exactly.

Shira: How do you go from med school to YouTube and making your own videos?

Joe: Well, I had always been kind of into, like, online videos, since the
[inaudible 22:45] and even before that, like, flash animations
online. Just wasting time online. And then during college, I was
always making these dumb little videos at first. So, yeah,
that’s how I got started. And then once I quit college, I had a
lot of time, a lot of time on my hands to kind of hone my craft
and start doing more intricate stuff, you know, stuff that takes

Shira: So, you’re completely self-taught? You didn’t go to school for
this or any programs?

Joe: Nope, not all. I just looked at a lot of online tutorials.

Shira: Crazy.

Joe: Yeah.

Shira: Wow. I need more time. I need some more time doing things like that. What is your favorite video that you produced?

Joe: It’s like picking my favorite child. Why would you ask me that? No, I like one that’s called “Crazy in the Head.” It’s one video that
it’s got like 1.1 million hits, which isn’t, like, nearly as
close as my top video which is 10 million. But it’s just one
that, like I walk in on myself. Like one of my clones walks in
with me making music with one of my clones. And then, you cut to
the reverse shoot and I just look crazy, you know, like,
recording a YouTube video. I don’t know, for me, that’s like my
favorite thing. Because if somebody random was to walk in the
door, like a UPS guy sometimes walks in through the door, and he
said, “‘What are you doing?” I’m in front of a green screen
going [makes sounds.

Shira: Yeah.

Joe: I just like that video because of that.

Shira: And what sites do you go to for inspiration? What are you daily
kind of online habits?

Joe: Well, I go to Vimeo, because that’s where a lot of like top stuff is.
I like watching what a lot people love. All the people with a
lot of time and money are doing, you know.

Shira: Yeah.

Joe: But I stay mostly on YouTube, you know, watching people who do similar stuff that I do. People who do like DeStorm is someone I
like a lot. Freddie Wong is amazing too. A lot of people like that.

Shira: So where do you find these tutorials?

Joe: There are a lot of places with free tutorials like VideoCopilot.net.
CreativeCow is another website. But the one that I learned the
most was Lynda.com, which is where you pay like 40 bucks, I
think, a month and then you can watch any kind of programs,
tutorials. You know they have hundreds and hundreds of programs
that you can learn there.

Shira: Where do you see all of this going?

Joe: It’s tough to tell because almost a year ago, a little bit over a
year ago, I was sleeping on the floors, stealing my neighbor’s
WiFi, and going to like a soup kitchen to be able to eat. And
now, I have my own studio, so, it’s tough to tell where it’s all
going to go from here. But, hopefully, it’s all going to up, you
know, it’s been going up lately, so.

Shira: What are your hopes and dreams and aspirations?

Joe: Well, to be on YouTube for the rest of my life would be great. But Iunderstand that I’m not going to be 55 and like, “What’s up guys, the Mystery Guitar Man, here. I just got a knee replacement.” I get that. So, I’m starting to do more commercials and music videos and stuff like that. So, maybe that’s where I’m going to end up, who knows.

Shira: There’s a big project you’re working with on McDonald’s. You’re doing your own commercial which is pretty cool.

Joe: Yeah, so last year, RhettandLink, they saw a video with Rhett and Link called “T-Shirt War” which was animations on T-Shirts. And they were like do that for us. I directed that and edited that. So
they liked it so much that they hired me to do my own thing
without Rhett and Link, but I invited Rhett and Link anyways to be
like cameos in the commercial. That’s going to be coming out
next year.

Shira: It’s so cool. It’s one take. I saw like the entire process of
how you created it. It was incredible.

Joe: Yeah, it took us like, it’s one big take for 30 seconds. And then we did also a 15 second version. Took us like 25 different takes
with people moving the stuff, you know, like big steady cam.
That was good because it gave me a budget to work on something
like that pushed the envelope just a little bit more, you know.

Shira: Yeah, it’s the difference between you working alone and then
you have an entire crew.

Joe: Yeah, yeah. So that was a lot of fun, you know, telling people what to do. I was like, “I want a sidewalk here.” And they’re like
okay. “I want a tree there.” So, yeah, it was a lot of fun.

Shira: Do you find those types of companies are taking you more
seriously because of your work on YouTube?

Joe: Oh, totally, yeah. Back in 2008, 2009 . . .

Shira: Yeah.

Joe: . . . even 2006, nobody would even get close to YouTube because it was like, oh these kids and these crazy things. But now, big companies, marketing companies are coming to YouTube. That’s one of the things that I do a lot is people come up to me with a
product and they’re like, “Hey, use our product to do something.” You know, which is kind of like making a commercial. But it’s a video that I would’ve done anyways, and then it gives me maybe a budget to work on a bigger thing for my own channel.

Shira: How do you stay authentic to your fans with all that marketing

Joe: I think people are fine with it because what most of the companies do is they approach me with a product and they’re like, “Do a video with it.” And I’m like, “What kind of video do you want?”
They’re like, “I don’t care. Just upload it.” I’m like okay. So,
it’s something that I would’ve done anyways. And if it isn’t
something that I would’ve done anyways, I’d say no. If they
approach me with an idea that I don’t like, I say no.

Shira: So you have these videos. You’re obviously super talented. But
how do you build a community and continue to engage fans and

Joe: Yeah, yeah, it’s tough. But one of the ways I do it is by always
involving people.

Shira: Mm-hmm.

Joe: You know, I do a lot of videos where people send in pictures and
stuff like that, and then I make a video out of those pictures.
Maybe I’m going be doing a video where people have sent in like
little video clips, sound effects or something and I’m going to
put it all into big beat. You know, just asking questions, doing
things like that, that’s all like community building stuff. It’s
tough. It’s going to take a long time for people to start trust
you, but eventually they will.

Shira: And your comments and in your comments to people and you tweet and you Facebook, do you do it all?

Joe: Yeah. I’ll be sure to read a lot of your comments, if not all of your
comments, and see what people are saying. Of course, keep your
integrity of what you would’ve done anyways, but take people’s
ideas into consideration too.

Shira: Being in L.A., you get to see the convergence between
traditional media and now this new wave of talent in media. How
do you see it all coming together?

Joe: Well, one of the things, of course, is like product integration into
videos. That’s starting to bring things together. And then, like
I said, the McDonald’s shoot, I got to really experience like
traditional media, with production books and with crews and
insurance and stuff like that. So, it’s coming a little bit more
together because YouTube is getting a little bit higher quality
and then traditional media is kind of okay with letting us do
stuff for them. Yeah, it’s starting to come together a little
bit more.

Shira: Do people go, like, “Oh, you’re just on YouTube.”

Joe: Oh, yeah, all the time. Like whenever you go to meet-ups or something
like that, like media meet-ups or something, people come up to
you and it’s like, “Oh, so what do you do?” “I’m on YouTube.”
“Oh, that’s great,” and they walk away.

Shira: Little do they know.

Joe: So, but we’re starting to get a little bit more recognition, even
from the other new media people who do like the high-end web
series and stuff like that. A little bit more recognition

Shira: What’s your dream job?

Joe: It’s YouTube. For me, my dream job is YouTube where I can do whatever
I want. If I want to do videos with the phone books or anything,
I can do it. But, like I said, I know that that’s not going to
last forever, so something like this would be a dream job for

Shira: What about a movie? Are we going to see you directing a movie
maybe one day?

Joe: Maybe. I don’t know if I have the patience to work on two or three
years on one thing. But, yeah, a movie would be fun. We’ll see.

Shira: It’s funny. So many YouTubers I talk to, like iJustine, she’s
like, “After a day, if I haven’t done a video, I’m over it.” I
think there is something about this generation of content
creators, we’re passionate and we’re persistent. But we want to
create now, we don’t want to wait.

Joe: Yeah, exactly, yeah. So that’s why this is kind of perfect for me. I
work on one idea for an entire day or maybe an entire week and
then move on to the next thing. I think we’re all a little bit
ADHD or something like that, so that’s why we love YouTube so

Shira: Describe, I guess besides the McDonald’s commercial, what has been your video that was the biggest kind of process to put

Joe: So many. But I think actually one of the videos that I did a little
while back with transparencies, that was a big process where I
had to print out every single frame of a video and then manually
composite them in with other transparencies. That was a big
process. Also, I think one that I did for Garnier that was out
in the middle of the desert.

Shira: I was going to say that one, yeah.

Joe: That one was the biggest job that we had to do.

Shira: Did you have someone, like an action star, that also was in the
video with you?

Joe: No, that was for my movie trailer, “The Proposal.”

Shira: Yeah, that was interesting. You had a little cameo.

Joe: Yeah, that was Chuck Liddell. I went up to him, and I was like, “Hey, do you want to be in this thing? I’m proposing to my
girlfriend.” He was like, “Sure.” And so, that was a lot of fun,
and yeah, that was a big process renting out the movie theater,
renting out the court room and stuff like that.

Shira: But it was for a proposal, something that will last forever.

Joe: I know that was worth it.

Shira: So, what’s next in 2011 for you? You’re always pushing the bar
in terms of your content. What are we going to see?

Joe: I don’t know because it depends on what, like, YouTube is coming out with. Like when annotations came out, that’s when all the big interactive videos started coming out. I think right now they’re
working 3D stuff. So, maybe that’s something that I want to
experiment with. But that also includes people getting glasses
and stuff. We’ll see. At least one 3D video for me in 2011.

Shira: In 2011.

Joe: It’s the future.

Shira: Thank you so much, Joe, for talking to us today.

Joe: Yeah, thanks for coming in.

Shira: And thanks to all of you for watching. Of course, join us next
week for another Partners Project.

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