Fred's YouTube channel is programming for kids by kids

Last week, someone in the online video business gave me a simple tip.

"Fred," the guy said.

"Fred?" I said.

"Yes," he said. "Kids love Fred."

I had not heard of Fred, much less known that kids loved him. But that would swiftly end. As soon as I could, I searched for Fred on YouTube and found his video channel. There were plenty of videos, and I hunkered down to watch.

A warning before I continue: Fred is for immature audiences only. The following article may contain themes and language that are unsuitable for anyone over 16.

The first thing about Fred is that he brings new meaning to the word hyper. The fictional 6-year-old, invented and played by 14-year-old Nebraskan Lucas Cruikshank, is a fast-talking tyke with "temper problems," an absentee father and a propensity to screech if things don't go his way. If those traits aren't enough to dissuade you, Fred's voice is 'chipmunked,' raising it several octaves above Cruikshank's own to achieve, if not maximum verisimilitude, then certainly maximum annoyingness. Try to imagine a shrill, halting super-soprano bleating these lines from an episode called "Fred Goes Swimming":

"I'm ready to go inside the pool! Oh my God, it's cold. I love swimming. I love swimming! This pool is small. On TV I saw a pool that was really big . . . oh my God, there's a shark! I'm scared. Just kidding, it's just a toy shark. I got you!"

Doesn't sound like your cup of tea? That makes two of us. Let us say we are outnumbered; with nearly 250,000 subscribers, Fred's YouTube channel is the fourth most subscribed in the site's history. Meaning every time he posts a new video, nearly a quarter of a million people get notified.

Since he created his channel less than two months ago, Fred has racked up more subscribers than almost all of YouTube's old guard, passing up lonelygirl15, LisaNova, kevjumba, and sxephil. He's also got more subscribers than the Jonas Brothers, Miley Cyrus, Soulja Boy, and oh yeah, CBS.
   

And those are just his hard-core fans. Once Fred's videos are released, they rocket into the YouTube exosphere, generating 4 and even 5 million views a pop -- repeat viewership numbers that are unmatched anywhere on the Internet. Fred's most-viewed episode, "Fred Loses His Meds," would've been the top-rated show on cable last week.

Pretty good for a kid with a camera. Fred -- or rather, Lucas -- lives in rural Nebraska with his parents and has seven brothers and sisters, some of whom appear in the videos with him. He goes to school in a converted barn and had never seen the ocean or been on an airplane until he visited L.A. in February.

(I couldn't reach him for this article because, a representative said, he was en route to perform in a national dance competition, and may have been outside of cellular range.)

It's remarkable that Cruikshank stormed to the top of YouTube with almost no coverage from either the blogosphere or the mainstream media. The Associated Press wrote a story in July about Cruikshank and his two cousins, Katie and John Smet, now 15, with whom he began making videos in 2006. But that was a year ago, "JKL productions" still only had 7,500 subscribers and Fred had yet to take off. Since then, there hasn't been a peep.

That an act with millions of fans could escape the popular attention is more evidence of the digital fissuring of our culture. As we ensconce ourselves ever further in our respective demographics, personal and professional, we continue to drift apart from the people right next to us, until even an iceberg holding 4 million tweens can float by unnoticed.

Not that we should've noticed. If you're past a certain age, Fred's appeal is essentially inscrutable. His antics are Kryptonite for grown-ups, repelling any but the most vigorous attempts to watch an entire episode and keeping us in the dark about why kids seem to love him so much.

"They just think he's the funniest thing ever," said Valerie Moizel of the L.A.-based WOO ad agency, which found out about Fred after it conducted kid-centered focus groups for its ZipIt instant messaging product -- which later showed up in Fred's videos. "We watched them watch him -- they fall on the floor hysterically laughing. They're just mesmerized."

And more than just the zaniness, it's possible that kids are connecting to Fred on other levels too. He has parental, behavior and girl problems, so there's a little something for everyone.

"The biggest draw is the subject matter," Moizel added. "He really knows how to touch on things that are current and that teenagers deal with."

So here we are at a moment when for all its cash and talent, the best of Hollywood's online efforts slide off the wall like penne al dente, while a Nebraska kid with a $100 camera can attract a giant, hugely valuable audience by jumping in a baby pool with his clothes on. What does he know that we don't?

Cruikshank's generation is the first one never to have known a world without the Internet. These kids speak the language of computers and technology as well as they speak English -- if not better. So it figures that one of them would be the first to produce a hit show for his peers -- one that adults did not help produce and are equally not meant to watch. This is a new model: for kids, by kids.

"fred your so lol i can't believe you!" read one of the 25,000 comments on a recent episode. "fred I LOVE YOU haha this is so funny," said another, and perhaps most representative: "fred iz soo cute!!" It seems that this farm boy has a few special admirers.

But Hollywood, ever hungry for tween eyeballs, has predictably caught the scent. Cruikshank recently signed with James Dolin, an L.A. business manager at Sonesta Entertainment. Along with the product placements -- for which he's being paid "generously,"  Moizel said -- he's also appeared in a commercial for the ZipIt that aired on Nickelodeon, ABC Family and the MTV*.

Before long, Cruikshank may end up on stage, playing electric guitar and drinking virgin mai tais with Miley Cyrus and the Jonas Brothers.

I won't be in the audience for that, and I'm sure I won't be missed.

*Earlier I wrote that the commercial had aired on the Disney Channel.  Not correct.

Mark Milian of Latimes.com contributed to this report.

Comments

[Andy]

I heard about Fred at the same internet conference as Mr. Sarno.

I looked him up on YouTube as soon as I got home. My 3 year old wandered in and was hooked as soon Fred said he peed in the pool.

I only got my computer back after I'd played the video 5 times for her. Fred has another fangirl, probably not even his youngest.

--Andy, MastersofHumility.com

[milowent]

Mr. McGuire: I want to say one word to you. Just one word.
Benjamin: Yes, sir.
Mr. McGuire: Are you listening?
Benjamin: Yes, I am.
Mr. McGuire: Fred.
Benjamin: Just how do you mean that, sir?

----

Great article on Fred. I've been flummoxed by him as well.

"It's remarkable that Cruikshank stormed to the top of YouTube without almost no coverage from either the blogosphere or the mainstream media."

Is it really remarkable? No, its the same with Smosh. Journalists obviously think Fred is not funny, so they don't write about him.

What IS remarkable is what the article also notes -- this is really by kids for kids, a new model at a level never seen before, and not possible before now. My parents had no idea why "You Can't Do That on Television" appealed to kids in the 80s, but the child actors actually had some real input into that show - or appeared to. Now, Fred is where the child actors have taken 100% control, and the target audience is eating it up. Fred will be rich, and I thankfully feel old.

[misty]

I disagree with Mr. Sarno. I am 40-something years old, and I admit it, I can't get enough of FRED!!!!!! My parents love Fred also. I'm not stupid either. I'm actually a nurse practitioner. Keep up the good work, Fred!

[Tom Osborne]

I agree with commenter Misty who said Fred doesn't have to appeal only to kids. In my case (60 years old), I think his show is the best thing on YouTube and I can't get enough of him. I think if one has performed on stage or in film (as I have), or have directed (as I have), you can't help but notice and appreciate what kind of a talent Lucas Cruikshank is...and his "numbers" or "stats" definitely demonstrate that, too. You can't sneeze at viewer numbers in the several millions. If people (adults) stand by with shrugged shoulders and "just don't get it," that's their problem. Just because you get older doesn't mean you suddenly forget human issues such as insecurity about your body (you should see mine for God's sake) or wish someone hot would return your affections or you want to have a better relationship with your father, and so on...all issues Fred has touched on, plus many more. Also, there is an immensely sweet human being inside there, with touching hopes and dreams coupled with ruthless disappointments, and yet always there is that infectious optimism and willingness to keep on trying (which I HOPE isn't limited to youth). I'm sorry, I don't want to ruin Fred by dissecting him, but only the insensitive would think he is nothing but a speeded up chipmunk voice and something only computer literate kids would understand. And what makes you think adults aren't computer literate? I've been on-line since before the Internet was even fully created and had one of the very first desktop computers ever made. Computers have been part of my life ever since the punch-card and reel-to-reel batch processing days...and how hard is it to keep up, really? It's hard only for a mind that stagnates, but I think that Fred has a remedy for what ails ya.

[The Eggman]

I think Fred rocks.
I can't imagine him in front of the computer editing footage, and making wise editing choices, or evaluating sound pitch, lighting, and content, but of course he must spend hours, as the editing is super tight. Funny. I'd love to see the other Fred, working diligently in the software world, in a normal pitched voice, "Do you think it's too loud at 2:50? -egg

[keely]

i seriously love fred. and i'm 17 years old. but i think if he becomes mainstream; a lot of his "exclusiveness" might be lost and some viewers may become uninterested. for some people, when something becomes "cool" or "popular" marketing teams lose a whole group of people and it just becomes a quick fading fad - like fashion.

youtube isn't supposed to make you famous. its just another outlet for people within today's society. just another way to communicate with others. its just supposed to be fun - not serious.

and with so many views on youtube, it tracks how many people view it, so people are probably watching it extensively [like me for instance - who puts it on repeat continuously], so it's really not that many views; technically. but he does have that many subscribers [and that is impressive] because he is addicting.

[Richard]

I first read this article at the Houston Chronicle where I was frustrated by the lack of links. So I did a search for David and found the original article with all the links. Why don't papers realize that this medium requires links and not just shovel stuff online?

Anyway, enough of a rant. I wanted to make a comment about David's article. Humor is personal so the fact that David does not find Fred humorous does not mean that it is only for youngsters.

When Gilda Radner did the same thing on SNL (wait through the ad), it was viewed as a classic. Is this humor that can only be enjoyed by young people? Gilda did not think so and neither do I.

[Kelly]

Exactly Richard. I am 30 and I adore Fred. I crack up during every video.

Seriously, when did we get so full of ourselves that we stopped laughing unless it was "adult approved humor"? What exactly falls into humor approved for adults? Is Colbert's antics with Cookie Monster too juvenile? Or is that okay because it is social commentary?

David, you've lost your touch not just with "tweens", but also with humanity at large. Believe it or not, we're not all so full of ourselves. A line from Ferris Bueller (wait, is that comedy for "youngsters", too?) about a diamond comes to mind.

Furthermore, perhaps you weren't paying attention to Fred's videos, but they're somewhat social commentary themselves. Fred's mother is a litigious, nearly absent mother and Fred's father is nearly out of the picture. He makes fun of some pretty topical stuff. Too bad you're so worried about appearing immature to see it.

[natasha]

i love your videos they are so funny you must made more i love your cute voice

[Ali]

Your r amazin Lucas!! I feel proud of you like you r someone ive known for years!! After watching ur Fred videos, ur justin.tv broadcast vids of you just being yourself and with ur family, ur jkl production vids, and reading articles about u( nd more)..it seems like ive known u forever!!! I can't help but luvya!! I know u luv miley cyrus, and i KNOW that the day will come that u will definateley meet her!!! And you probably will even become bff's! xP I actually wished that one day i would meet you. I am just 1 yr younger than u, about, i am 14 with you right now, but we only get to be the same age togetha for about 3 months...so yeah!! You can prbbly tell by now that i am a Lucas finatic!! U can say i am a fan...but i dnt like saying it like that. I like to say i am ur admirer..or your lover that thinkz u r very cute! ( iwould say hott, but girls that say guys r hott mostly just base the guy on their looks, not personality) Ok i've wrote enough. All my <3 and good luck to you and ur future. *Ali*

[MJ]

I don't think that Fred is just for kids, I am 21 years old and i found it hilarious.

[Paige]

I swear, i think i am (or at least want to be) freds BIGGEST fan. Lucas Crunkshaink is my soulmate for eternity!!! He is talented, and SEXY!!! VERY VERY SEXY!!!! or in his words "exxtreeemmlly atrracctivvee" fred will u go out with me ur only like 2 years older than me, and someday the world will celebrate august 29, 1993!!!!!!!! I will b ur judy!!!!!!!!

[Kendall]

I love Fred sooo much. and I am 15 so obviously its not just younger kids that adore him. he appeals to much wider audiences than you are reporting. My parents have laughed along with me in watching the Fred videos.

[Ash]

Ok - I'm 39 and I LOVE laughing with my son when we watch Fred together!
Everybody always says "what's wrong with society now a days"...
What's wrong is that people won't be silly and LAUGH!!
It's just LIFE people! Lighten up and have some FUN!
One has to feel a bit sorry for David...
He must not be having any fun at all.
;)

[rob underwood]

i can't really see how the blogger mr sarno can totally never have run across fred. i mean the guy has hundreds of thousands of hits all over the place weekly. only says to me that even bloggers want to be 'mainstream' and start following the same stuff that everyone else does, and before you know it, they are just one more somewhat less than hip or current source. go fred!

[fred fan]

I am 43 and my husband is 44 and our daughter is 20 plus our business manager is 30 something. We all watch every fred episode and crack up everytime. And we aren't people that have nothing to do but watch these. We are extremely busy with 2 businesses, a full time job and the 20 year old is a full time college student, but it gives us some comedy relief that we definitely need. After watching it is "Crackin this and crackin that" and being called "Homagee". Then the "she's all that and a bag of chips". You are getting way too old if you don't think this is funny. But as an adult, I do wonder what this family's home life is like with a prankster like this around. I am sure they were really not sure how this kid would end up. Anyway, good luck, and keep the videos coming - looking forward to you looking for your mom.

[salamander]

"without almost no coverage"?

[David Sarno]

Salamander - Thanks for catching that typo. I went ahead and fixed it.

[Kristen]

I am 39 and I have even put these on my Ipod so I can "Take Fred with me" so I can have a laff if things go wrong I love love love to watch Fred and his cousin channel jklproduction

[HotForWords]

I'm a YouTuber as well.. and I remember a few months back there was another channel that was blowing up just as fast as the Fred channel blew up and it was a channel where a kid took the chipmunk characters and sped up all song requests resulting in a chipmunk voice and his channel was adding tens of thousands of subscribers a week!

There seems to be something appealing to young kids about the sped up chipmunk voice!

Sadly, the Chipmunk channel was shut down due to copyright violations... both from the owners of the Chipmunk franchise and the record labels for all the songs he was repurposing, I assume.

But that, and the Fred channel, really do show how great the gap can be between generations! :-)

Marina
www.hotforwords.com

[Betsy]

I am 44 and I love Fred....he is LOL funny, you don't have to be a "kid" to enjoy that humor.

[alex]

When I first found fred videos i looked at the faces and they looked funny so i clicked on one and then he had a squicky voice i really peed my self it was so heackin fun!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

[Andrew]

Rather well written article. It's odd that advertisers don't bother clicking the "videos" section on youtube to see what's garnering the most hits. If I needed to market to a certain demographic, I would know of no better resource than the "most viewed" section.

But, with talk of the chasm growing between the generation I feel that this is nothing new. Imagine the parents of the counter-culture audience in the 60s. I'd be willing to place a large sum of money that if one were to have surveyed the adult population and youth populations at the time, you'd find just as large a disconnect.

Fred just represents the next wave of our society. One day the kids growing up watching Fred will look at the generation coming up 15 years from now and ask the same questions we do... "what the hell are you watching?"

[M Antaya]

I'm 48 YO and I too think Fred is a genius. His videos have me laughing on the floor every time. I think the writer of this story lacks "a sense of humor". And FRED? Well he's laughing all the way to the bank! You go get yours FRED.

[Janet]

The first time I saw a Fred YouTube video, I said to myself, "This kid is going to be famous." Fred brings the same innocent gut-wrenching laughter and joy that is experienced when I am watching my grandchildren play. Yes, grandchildren.

I am 53 years old and work with convicted felons. I see and hear some of life's most horrendous experiences. Fred's videos are extremely insightful. Each one exposes what many of today's kids are going through......mother's with substance abuse problems, father's in prison, kids left to themselves to find their own way. Also, he is still going through the same things we have all gone through....insecurity, loneliness and desire to have love to name a few.

Fred has managed to "norm" the raw emotions he feels and make it seem so very funny. Fred video's pack a punch filled with meaning and wit. His optimism is spreading the old adage, "when life hands you lemons, make lemonade." I love Fred!!!!!

[Granny]

My 41 y/o sister turned me on to Fred Videos. I'm a 60 y/o Granny and I think Little Lucas is a genius talent.

[Malik Roberts]

the first ever time i was introduced to Fred was just yesterday, late last night. I started to like it, and this is the second night I've watched it on Youtube, and I gotta say IT'S FUNNY AS HELL!!!! Lucas is definetly gonna be a comedy legend if he keeps doin' what he's doin'. Fred's funniest video is the time where he loses his meds and just bounces off the walls. That, and the time he gets a detention, was some really really funny stuff.

Btw, I'm a 16-year-old African-American, and I really do like Fred. Lucas is one of the funniest comedians I've ever seen, and he's just a year younger than me! Another amazing thing about Fred I think is that SO MANY people, kids and adults alike, both love the show's little online episodes. And four months after Fred premiered, it's already a cult classic.

Keep 'em comin' Lucas, and we'll keep watchin' em.

[SP]

I'm a classically trained musician and vice-president of a corporation and I LOVE Fred. He's hysterical. He's not just for kids. Look past the squeaky voice and his timing is genius. His commentary on modern life is historical as well as hysterical. He tackles tough issues with humor and courage.

How in the world did he get to be such a great showman?

[Mercades]

hi fred your show is very cool awesome and funny. Keep rockin and making new vidoes i love you...