Digital platform, Super Deluxe, relaunches to form a “smart and weird,” creative community of web series, animation, digital shorts, and live streaming video content.
Super Deluxe, which originated in January 2007, has been reborn nearly ten years later to reinvent their place in digital media with original, explosive, and innovative substance. Owned by Turner Broadcasting, this independently operated community has reimagined what it is like to produce and release unique, diverse content. On their website, they have stated, “Super Deluxe is a community of creative weirdos making videos that are (we hope) more substantial than much of what you see on the internet.” Scoring a vastly increasing viewership, Super Deluxe has accumulated over 1.5 million Facebook “likes,” and over 322K subscribers on YouTube. This should come to no surprise, as they deliver highly entertaining and overtly shareable content. In their most recent viral hit, “Hillary Clinton: Meme Queen 2016,” a Hillary Clinton lookalike parades around various trending memes to show her “hip” and “current” vibes. The description under this video reads: “Hillary Clinton is down with all the dankest memes — just like you!” and has become a successful hit, likely because of its parody-like nature, and all around account of ironic “relatability.”
In addition to their bizarre, but uncanny and mesmerizing videos, Super Deluxe has also infiltrated the market of digital web series. With diverse themes and novel ideas, their creative team has developed an array of specialized content. With over a million views of the pilot episode, Disengaged follows the marriage of a same-sex couple, who are trying to navigate through their love. While the representation of the LGBTQ community is generally becoming more acceptable (though not near what it should be), this web series showcases that lesbian stereotypes do not need to be put into place to further the plot along.
Along with their scripted series, Super Deluxe has created an immersive and shared relationship with its viewers. The have created an interactive way to incorporate audiences by putting them in control. “Pushing the Boundaries of Live Video,” is the heading on SuperDeluxe.live, which also includes a countdown to their next live stream. Debuting YouTube’s first live-animated video, call-in show, and game show, Live Super Deluxe (LSD) lets viewers become part of the production. On July 20th, 2016 LSD teamed up with social media superstar Joanne the Scammer to produce a live segment “Positive Life Choices with Joanne.” The concept revolves around calling into the stream and asking for live life advice from Joanne, to which the video has gain almost 100k views. With other segments that include dubbing Melania Trump’s RNC speech, and forcing Super Deluxe interns to participate in a head to head competition, LSD has found its niche in live streaming content.
The tech team at Super Deluxe has also produced an assortment of complaisant games. “Drop Drake” lets users interact with the rappers most recent album cover by dragging him off the tower that he sits on, and simply dropping him off it. Another game leaves you questioning, “What is Desiigner Saying?” The “Panda” singer, known for his convoluted and hard to interpret lyrics, has been developed into a game that offers players three chances to correctly choose the right words. Super Deluxe expands its creative content across multiple platforms and interests to immerse viewers and participants in ways that do not simply involve watching video.
While material that incorporates trending culture isn’t necessarily new, Super Deluxe finds creative and innovative ways to produce and distribute their content.