Smosh is the second most subscribed channel on YouTube, but Ian Hecox and Anthony Padilla’s influence extends well beyond their main feed. Smosh Games has been a runaway success, both Ian and Anthony’s personal channels have passed one million subscribers, and Shut Up! Cartoons–the animation hub the duo launched with the help of Alloy Digital and YouTube–is now over one million subs as well. We spoke to Alloy Digital EVP Barry Blumberg about SU!C’s approach to online animation.

Tubefilter: How does it feel to see Shut Up! Cartoons join other Smosh channels in the million subscribers club?

Barry Blumberg: I think its very exciting to cross over the million subscribers mark. We have some great programming coming up we’re just starting to hit our stride in the second season. We have a bunch of new shows that we’ve put out, we have more new shows coming, and we have some of the old favorites coming back, so its very exciting and i think it will continue to grow.

TF: The Smosh fanbase obviously forms the core of Shut Up! Cartoons’ audience, but do you think the channel has built its own audience independent of the main Smosh channel?

BB: I think to some degree it has but we have a very big brand that has 12+ million subscribers on the main Smosh channel and we have 13-15 million monthly users coming to our website. There’s a big brand out there and I think the people who are interested in this have certainly subscribed to it. I think there are some people who may or may not know Smosh but they are interested in funny animation and they have also come to the channel as well.