Here’s an idea: Around 2012, YouTube was undergoing a profound transformation from a novelty economy to a loyalty platform. This was largely driven by vlog culture, but another format was emerging: The video essay.

But would Internet audiences (notorious for their ShOrT aTeNtIoN sPaNs!!!) watch longform, Socratic discussion of math, democracy, quantum mechanics, and Pokémon? Turns out: Yes.

Through the power of public broadcasting, an extremely innovative YouTube show emerged called PBS Idea Channel. It was produced by a talented team of writers, researchers and producers, and its host – Mike Rugnetta – became the face of Internet curiosity during its 5 year and 400 video run.

Today, you can’t swing Schrödinger's dead cat without hitting a video essay with millions of views. Their popularity can be traced back to Mike and his colleagues, who in-turn credit the vloggers and comedians who inspired them in the early days of Web video.

Mike joins Matt to discuss this rare time for Internet creativity, what it was like to build a large and intellectually curious community on YouTube, why he returned to his first love of audio design, how modern social media makes us so passive, and why he’s thrilled that his many ongoing podcasts don’t pay the bills.

Connect with Mike: https://rugnetta.com/

Mike’s Instagram: https://www.instagram.com/mikerugnetta/

Subscribe to Mike’s excellent podcasts:

Reasonably Sound: https://reasonablysound.com/

RIP Corp: https://ripcorp.biz/

Never Post: https://www.neverpo.st/

Fun City: https://funcity.ventures/

This show is made possible by listener support: https://www.patreon.com/influencepod

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