Tony Zhou and Taylor Ramos, writing about the end of their wildly popular YouTube series Every Frame a Painting:
Everyone who works in filmmaking knows the triangle: Faster, Cheaper, Better. Pick two. A film can be made fast and cheap, but it won’t be good. Or you can make it fast and good, but it won’t be cheap. Or it can be cheap and good, but it won’t happen fast.
Every Frame a Painting was made after we came home from our day jobs and paid our bills. That kept it cheap. We also tried really hard to make it good. Which ultimately meant we had to sacrifice “fast.”The big danger for future video essayists is that large websites have started moving away from the written word and towards video, which is completely unsustainable. Video is just too expensive and time-consuming to make.
The end of an era. Every Frame a Painting was one of the gold standards for video essay channels, being both influential and widely viewed. But there’s something to be said about holding close to one’s principles and going out on top.
This farewell essay brings to light exactly how unsustainable and nonsensical all this media industry talk of “pivoting to video” is. Video production and video editing are costly, time-consuming affairs. User acquisition in today’s saturated environment is intensely challenging. And that’s not even getting to the monetization piece yet! Every Frame a Painting couldn’t figure out a way to make it work that satisfied their creative goals, even with robust Patreon campaign. What hope do people who aren’t insanely talented have?
The other troubling issue this essay highlights is how challenging it is to even make video essays for YouTube these days. Zhou had to reverse engineer the Content ID algorithm, then alter footage (or only show extremely brief clips of it) to avoid getting his work taken down and blocked. As someone who’s had their work taken down due to spurious copyright claims, I know firsthand that publishing video essays on Youtube can be a frustrating experience that privileges the copyright holder in nearly all circumstances.
Basically, it’s hard out there for a video essayist these days.