The Fine Bros, the comedic producing duo behind Kids React, were among the producers YouTube selected for its Original Channels initiative.

MyMusic is a weekly sitcom about a music company—where viewers can interact with the characters to impact the story. Rafi Fine, whom you may remember from Tubefilter’s SXSW panel on interactive storytelling and the Tubefilter Meetup You’re A YouTube Partner—Now What?, shared with Tubefilter his thoughts on the new channel:

“MyMusic is a culmination of the 7+ years ride we’ve been on producing content for the web. When we started in 2004 in the pre-YouTube era we created interactive experiences the web wasn’t ready for, then continued the trend with innovative projects like My Profile Story, and now on YouTube with our various interactive formats. We’ve always believed that the word “new” in “new media” is there for a reason, and for narrative productions to be successful online they need be engage the viewer in order to separate them from television’s passive experience. MyMusic will do just that by being the first weekly narrative web series with audience interaction for an entire year, creating an immersive experience that narrative content needs online in order to build an audience.”

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