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Jash
Created byMichael Cera
Tim Heidecker
Eric Wareheim
Sarah Silverman
Reggie Watts
Original languageEnglish
Production
ProducersDaniel Kellison
Doug DeLuca
Mickey Meyer[1]
Production companyFullscreen Inc.[1]
Original release
ReleaseMarch 10, 2013 (2013-03-10)

Jash (stylized as JASH) is a comedy community and advertising agency created by Michael Cera, Tim Heidecker, Eric Wareheim, Sarah Silverman and Reggie Watts.[2][3] New videos are posted to the Jash homepage periodically by the creative team, and by new members of the always expanding collective of comics.[4] Jash premiered online March 10, 2013.[5][6][7] Since its launch, Jash has gone on to extend its reach into traditional media with television, series and award-winning short films.

"JASH" was picked as the name of the channel instead of "JOSH" because the domain had already been taken. Later on, the backronym "Just Attitude So Hey" was created to fit the "JASH" name. [8]

History

[edit]

Formation

[edit]

Jash was formed under the YouTube Original Channel Initiative in October 2012.[9][10]

Launch

[edit]

The channel was launched on March 10, 2013, concurrent with a kickoff panel by the creative team during South by Southwest (SXSW), broadcast live on the podcast Comedy Bang! Bang![11]

Acquisition by Group Nine Media

[edit]

On November 7, 2017, JASH was acquired by Group Nine Media, which Discovery Communications (later Discovery Inc.) held a 35% stake in.[12] Group Nine has since been folded into Vox Media.

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Jash

View on Grokipedia
from Grokipedia
JASH is an American digital comedy collective and production studio founded in 2013 by prominent comedians , , and (collectively known as ), and . The group aimed to create a platform for experimental and boundary-pushing humor, distinct from traditional television formats. Launched as a YouTube Original Channel with funding from , JASH produced short-form videos, sketches, and series featuring original content from its founding members as well as guest creators. The collective's debut at (SXSW) in 2013 highlighted its focus on innovative digital comedy, drawing attention for its unconventional approach to online entertainment. Early projects included surreal and absurd sketches that showcased the diverse styles of its founders, from Silverman's sharp to Tim & Eric's offbeat absurdity and Watts' improvisational music-infused humor. In addition to online content, JASH expanded into live events and branded partnerships. It organized JashFesht, a comedy and music festival held in Palm Springs, California, in April 2016, which featured performances by its members and other artists to blend digital and in-person experiences. The studio also collaborated with advertisers, such as a 2016 partnership with Time Inc. to develop comedic content tailored for brands, marking its entry into advertising production. JASH's evolution continued in 2017 when it was acquired by Group Nine Media, a digital media company, allowing it to scale its production capabilities while maintaining creative independence. In 2022, Group Nine Media was acquired by Vox Media, under which Jash continues to operate. Post-acquisition, the collective focused on broader video production across platforms. Though its core YouTube channel activity has slowed since the late 2010s, JASH remains influential in digital comedy, having pioneered a model for comedian-led online networks.

Overview

Founding and Purpose

Jash was announced in October 2012 as part of YouTube's Original Channel Initiative, a program backed by with over $100 million in funding to support the creation of premium original content on the platform. Daniel Kellison helped develop the channel alongside the founders. The channel launched publicly in March 2013. This initiative aimed to elevate YouTube beyond user-generated videos by investing in professional-grade programming, with Jash positioned as a key comedy-focused channel. The core purpose of Jash was to function as a comedian-driven platform dedicated to producing experimental and boundary-pushing videos, setting it apart from the constraints of traditional television formats or ad-saturated . By prioritizing creative control for performers, Jash emphasized a collaborative community where comedians could explore innovative ideas without external interference, fostering an environment for risk-taking and artistic autonomy. This approach allowed for the development of content that highlighted performer-led experimentation over commercial formulas. The initial vision, articulated by its founders—drawing briefly from their acclaimed careers in stand-up, television, and —was to "revamp online " through short-form, high-quality sketches and collaborations among top talents, thereby redefining digital humor as a space for bold, unfiltered expression. This focus on curation by comedians themselves aimed to build a distinctive ecosystem that encouraged cross-pollination of ideas and styles among contributors.

Name and Branding

The name Jash originated from the founders' initial preference for "Josh," which was ultimately rejected due to the unavailability of the domain name josh.com. As a playful alternative, they selected "Jash," stylized in all capital letters as JASH to emphasize its bold, straightforward presentation. This choice reflected the group's casual approach to branding, prioritizing simplicity and availability over extensive deliberation. To align with their absurd comedic style, the founders later devised a for JASH: "Just Attitude So Hey." This non-serious explanation emerged during a dinner among the core members, with proposing "Just attitude!" and adding "So...hey?" as a lighthearted, improvised . The served not as a formal but as a humorous nod to the collective's irreverent ethos, avoiding any pretense of profundity. Jash's visual branding centered on a simple featuring bold, uppercase within a single-circle , embodying the network's minimalist and quirky identity. In 2015, the introduced minor updates to this logo, which prompted a humorous internal backlash captured in a video where vehemently opposed the changes, insisting on reverting to the original single-circle version. This self-deprecating episode underscored Jash's commitment to a playful, unpretentious tone that invited ridicule and kept the focus on over corporate polish.

History

Formation and Early Development

Jash was officially formed in late under YouTube's Original Channel Initiative, a program aimed at funding premium content creators to produce original programming for the platform. The initiative provided financial backing and resources, enabling the assembly of a comedy collective featuring talents such as , , and (collectively known as ), and . This formation followed YouTube's broader announcement of the initiative earlier that year, positioning Jash as one of the selected channels focused on experimental comedy. Key to the organizational setup was the recruitment of experienced producers Daniel Kellison and Doug DeLuca through the newly established HaChaCha company, which served as Jash's operational backbone. Kellison, a veteran from Jimmy Kimmel Live!, and DeLuca, his co-executive producer counterpart, brought expertise in production to oversee development. Their involvement helped structure the internal team, including additional partner Mickey Meyer, to handle pre-launch coordination from late 2012 into early 2013. Early challenges centered on negotiating terms that preserved the founders' creative autonomy against YouTube's platform constraints, such as content guidelines and distribution requirements. The collective prioritized full control over content creation, ensuring partners retained ownership and decision-making rights, which differentiated Jash from more restrictive traditional media deals. These discussions shaped the project's , emphasizing unfiltered, artist-driven output during initial planning phases. To support production logistics, Jash established a partnership with Fullscreen Inc., a leading , for technical assistance in , editing, and distribution. Fullscreen provided infrastructure for uploading and optimizing content on , allowing the team to focus on creative elements without building backend capabilities from scratch. This collaboration streamlined early development, facilitating the transition from conceptualization to readiness for content rollout by early 2013.

Launch and Initial Growth

Jash publicly debuted on March 10, 2013, during the (SXSW) Interactive festival in , where founders , , , , and participated in an announcement panel and a live broadcast episode of the podcast Comedy Bang! Bang! hosted by . The event included a barbecue brunch and highlighted the network's focus on experimental comedy content distributed directly to audiences via , sponsored by as part of its original channel initiative. Shortly after the SXSW premiere, Jash uploaded its first videos to the platform, including promotional material and short sketches from the founders, establishing a foundation for ongoing digital releases. Following the launch, Jash experienced rapid audience growth, attracting subscribers through its distinctive blend of absurd and boundary-pushing humor. The network committed to producing weekly videos, featuring original sketches by the founders alongside collaborations with guest comedians and creators, which helped build a dedicated following in the early months. This consistent output emphasized creative freedom unhindered by traditional television constraints, allowing for short-form content that ranged from satirical monologues to improvisational performances, fostering an engaged around the channel. A significant milestone in Jash's expansion came in with the inaugural JashFesht, a live and held April 1–3 in . The event brought together the founders for performances, panels, and screenings, alongside contributions from other comedians and musicians, transforming the digital collective into a tangible, experiential gathering that drew hundreds of attendees. JashFesht underscored the network's evolution beyond online video, bridging virtual content with in-person events to deepen fan interaction and highlight its role in the broader ecosystem.

Acquisition by Group Nine Media

On November 7, 2017, Group Nine Media acquired Jash, the digital comedy production studio, for an undisclosed amount. This move integrated Jash into Group Nine's portfolio of digital brands, including Thrillist, NowThis, The Dodo, and Seeker, enhancing the company's overall content production capabilities. Prior to the acquisition, Jash had experienced steady growth through its YouTube channel and original series, amassing millions of views across platforms. The strategic rationale behind the acquisition centered on Group Nine's goal to strengthen its content offerings amid increasing demand for premium digital video and branded entertainment. By acquiring Jash, Group Nine aimed to leverage the studio's expertise in innovative production to expand creation, explore new distribution channels, and grow its business, which was becoming a key revenue driver for digital media companies at the time. Jash's track record with award-winning series and collaborations with high-profile talent aligned closely with Group Nine's vision for scalable, engaging content that could drive social media engagement and advertising opportunities. Following the acquisition, Jash operated as a standalone studio within Group Nine's studios division, retaining its base in , and its core team of approximately 35 employees. This structure allowed Jash to maintain creative control over its original productions while gaining access to wider distribution through Group Nine's platforms and partnerships. Immediate operational shifts included a pivot toward content integrated with advertising, such as branded series and collaborations with Group Nine's other properties. Jash CEO Daniel Kellison and president/COO Mickey Meyer continued their leadership roles, reporting to Group Nine's Chief Brand Officer Suzanne Kolb, while the studio's founding partners, including and , remained involved in a creative capacity with oversight aligned to the broader corporate structure. In February 2022, Vox Media acquired Group Nine Media in an all-stock transaction valued at approximately $350 million, integrating Jash into Vox's expanded portfolio of digital media properties.

Founders and Contributors

Core Founders

Jash was co-founded by five prominent comedians—Sarah Silverman, Michael Cera, Tim Heidecker, Eric Wareheim, and Reggie Watts—who brought their distinct comedic sensibilities to create a digital platform dedicated to boundary-pushing humor. These core founders, each with established careers in television, film, and live performance, collaborated to curate and produce original content, emphasizing creative freedom over traditional industry constraints. Their involvement stemmed from a shared desire to experiment without the interference of focus groups or corporate oversight, fostering an environment for innovative, unpolished comedy. Sarah Silverman served as the lead visionary for Jash, leveraging her background in and satirical television to guide the network's emphasis on provocative social commentary. Beginning her career as a writer and performer on in the mid-1990s, Silverman gained acclaim for her boundary-testing humor that often addressed taboo subjects with a mix of innocence and irony. She later starred in and executive produced on from 2007 to 2010, where her sharp wit and character-driven sketches solidified her reputation as a unafraid of . In Jash, Silverman focused on curating content that encouraged risk-taking, describing the platform as "a place to do stuff and fail or not fail," which aligned with her ethos of authentic, unfiltered expression. Michael Cera contributed his signature awkward, understated humor to Jash's content direction, drawing from his extensive work in ensemble comedies that highlight social discomfort. Rising to prominence as the socially anxious Bluth on from 2003 to 2006, Cera became synonymous with portraying neurotic, relatable everymen in films like Juno (2007) and (2007). His involvement in Jash emphasized quirky, character-focused sketches that mirrored his on-screen persona, helping to infuse the network with a sense of intimate, improvisational unease. Tim Heidecker and Eric Wareheim, the surreal duo known collectively as , brought their pioneering experimental style to Jash, advocating for absurd and avant-garde formats that challenged conventional comedy structures. The pair first gained recognition through their series Tim and Eric Awesome Show, Great Job! (2007–2010), which featured low-fi visuals, non-sequiturs, and mock infomercials that parodied . They expanded this aesthetic in projects like Tim and Eric's Billion Dollar Movie (2012), blending horror, satire, and to create disorienting narratives. Within Jash, Heidecker and Wareheim pushed for content that explored the "unknown," prioritizing weird, boundary-defying experiments over polished production values. Reggie Watts added an improvisational, musical dimension to Jash's vision, integrating his multifaceted talents as a beatboxer, singer, and comedian to promote spontaneous, genre-blending performances. Known for his loop-pedal-driven sets that combine hip-hop, , and comedy, Watts built his career through appearances on shows like Comedy Bang! Bang! on IFC starting in 2012, where he often improvised musical interludes. He later served as bandleader and musical director on The Late Late Show with from 2015 to 2021, showcasing his ability to elevate sketches with live soundscapes. In Jash, Watts's input encouraged rhythmic, off-the-cuff contributions that complemented the group's eclectic approach. The collective dynamic among these founders was defined by their diverse backgrounds—spanning stand-up, , sketch work, and —which cultivated Jash's anti-corporate of raw, inclusive . This synergy allowed for cross-pollination of ideas, such as Silverman's pointed merging with Tim & Eric's and Watts's musical flair, resulting in a platform that rejected mainstream formulas in favor of collaborative experimentation. Their brainstorming sessions, including one where they devised the name Jash as an during dinner, exemplified this playful yet purposeful collaboration.

Key Producers and Personnel

Daniel Kellison served as a pivotal for Jash, leveraging his extensive experience from producing Jimmy Kimmel Live! and to guide the network's early operations. He played a key role in securing Jash's initial YouTube funding and channel launch in 2013, establishing it as a collective with original content distribution. Following the 2017 acquisition by , Kellison continued as CEO, overseeing content strategy while reporting to Group Nine executives. Doug DeLuca, another core producer with a background in Jimmy Kimmel Live!, managed key aspects of Jash's production logistics, including the development and distribution of digital video content across platforms like YouTube and branded partnerships. His efforts focused on scaling branded comedy deliverables, ensuring efficient rollout to advertisers and media inventories. Post-acquisition, DeLuca's role evolved to integrate Jash's output with Group Nine's broader portfolio, emphasizing collaborative content creation. Mickey Meyer, as president and COO, handled operational logistics for Jash, including producer oversight for initiatives from the network's . He contributed to early productions like the Hachacha launch at and maintained in after the 2017 acquisition, reporting directly to Group Nine . In the mid-2010s, Jash expanded its team to support growing content output, hiring figures such as Max Smith as CFO in to bolster financial operations, alongside Kate Gill and Max Broude as directors of series development to enhance scripted pipelines. This growth reflected Jash's shift toward larger-scale productions, culminating in a 35-person staff by the time of its acquisition.

Content and Programming

Original Digital Series

Jash's original digital series on featured weekly uploads of short-form comedy content from to 2017, focusing on sketches, monologues, and experimental videos produced by its founding partners and collaborators. This output emphasized unpolished, creator-driven humor designed for quick consumption, distinguishing itself from the high-production values of network television through a low-budget, rapid-iteration approach that allowed for boundary-pushing experimentation. Key examples included Tim & Eric's absurd parodies, such as the six-episode Tim & Eric's Go Pro Show (2013), where Heidecker and Wareheim strapped GoPro cameras to their heads to capture surreal, over-the-top scenarios like extreme sports gone wrong and bizarre everyday antics. Sarah Silverman delivered confessional monologues in her Voices of Learning series (2013–2014), a six-part collection of quirky, introspective bits inspired by her Twitter posts, exploring personal absurdities with raw, direct-to-camera delivery. Collaborative improv segments often incorporated guest comedians, as seen in various shorts where partners riffed off unexpected prompts or real-time interactions to foster spontaneous, unscripted energy. Over this period, Jash amassed more than 100 videos, including experimental shorts like music-infused sketches and parody extensions that prioritized humor over polish, enabling creators to test ideas swiftly and engage audiences through iterative releases. This model empowered the to maintain a consistent stream of original programming, with contributions from "friends of Jash" adding diverse voices to the mix.

Notable Productions and Expansions

Jash expanded its reach beyond digital platforms by adapting select content for television and streaming services, including the anthology series JASH Presents on Prime Video, which featured curated shorts from its comedy collective. Additionally, flagship series like Norm Macdonald Live were renewed and distributed to platforms such as Amazon Prime Video and Pluto TV, broadening access to Jash's original programming. In the realm of short films, Jash produced works that garnered recognition at major festivals, notably Michael Cera's Gregory Go Boom, a 17-minute comedy that won the Short Film Grand Jury Prize at the . This project exemplified Jash's ability to translate its irreverent humor into festival-caliber cinema, with submissions highlighting the collective's innovative storytelling. A pivotal live event was Jashfest in 2016, held April 2-3 in , which combined comedy sets, musical performances, film screenings, and panels featuring founders like , , , and . The inaugural festival drew crowds for its blend of digital and in-person experiences, underscoring Jash's evolution toward multifaceted entertainment. Jash forged key partnerships for branded content, including a 2016 strategic alliance with Time Inc. to co-produce humorous series and native advertising tailored for advertisers, leveraging Jash's network of comedians and producers. This collaboration aimed to integrate comedy into marketing narratives, resulting in initiatives that connected emerging creators with major brands. These efforts extended to advertising campaigns, where Jash applied its comedy formats to branded projects, earning four Cannes Lions awards and Ad Age's "Ad of the Week" honors for innovative client work that bridged digital origins with traditional media landscapes. Such ventures highlighted Jash's role in merging entertainment with commercial creativity from 2014 onward.

Business and Operations

Funding and Partnerships

Jash received its initial funding through Google's Original Channels Initiative, launched in 2012 to support premium content creators with financial and production resources. This backing enabled the network's formation and early content development, positioning it as one of the platform's flagship channels with exclusive distribution rights on . A key partnership formed in 2016 with Time Inc., through its creative lab The Foundry, focused on producing multi-platform comedy content for advertisers, combining Jash's comedic expertise with Time Inc.'s digital distribution and audience reach. This collaboration expanded Jash's opportunities for co-branded projects without involving direct content production details. Jash's financial model relied primarily on advertising revenue sharing from YouTube views, brand sponsorships, and evolving agency services for commercial clients, eschewing subscription-based income. Sponsorship deals, such as those with major brands seeking humorous integrations, supplemented ad earnings to sustain operations. Following its 2017 acquisition by Group Nine Media, Jash's funding integrated into the larger entity's resources, shifting toward broader media synergies. Group Nine Media was subsequently acquired by Vox Media in 2021.

Advertising Agency Role

Following its 2013 launch as a digital network, Jash evolved into a full-service by developing a dedicated branded content division that leveraged the comedic talents of its founders and contributors to create custom campaigns for corporate clients. This shift began around 2014-2015, with early projects such as a collaborative live-stream event for Chevrolet's "" initiative on , which integrated humorous sketches and interactive elements to promote the brand in an engaging, non-traditional format. Another example was Jash's 2013 "Ugly Christmas Sweater" video series supporting , blending satirical with fundraising to raise awareness and funds for the organization. Jash's operations centered on an in-house team of writers, producers, and comedians—drawn from its core network including and —who combined creative storytelling with marketing strategies to produce content that seamlessly integrated brand messaging. The agency emphasized , designing campaigns that felt organic and entertaining rather than overtly promotional, often distributed across digital platforms like and to reach younger audiences without disrupting . This approach was supported by a 30-person production team operating from studios in and, later, , enabling rapid development of short-form videos and series tailored to client needs. By 2017, Jash's division had grown significantly, becoming a primary through high-profile partnerships and award-winning work, including recognition from the Cannes Lions for innovative campaigns. This success positioned Jash as an attractive acquisition target for , which purchased the studio to expand its own branded content capabilities and access larger client networks.

Legacy and Current Status

Impact on Digital Comedy

Jash pioneered the model of a fully comedian-led digital network, granting creators complete creative autonomy, production resources, and to foster original content without the interference of focus groups or traditional gatekeepers. This approach, launched in 2013 on with backing from , emphasized experimental and boundary-pushing formats that allowed for both successes and failures, as articulated by co-founder : "A place to do stuff and fail or not fail." By empowering comedians to control their output, Jash set a precedent for similar independent platforms like Dropout.tv, which adopted a comparable creator-centric structure for unscripted and improvisational comedy. The network's focus on innovative, lo-fi to high-production sketches and series influenced broader trends in digital comedy, particularly the rise of viral, unpolished content that prioritized artistic risk over algorithmic optimization. Productions under Jash, such as improvisational recreations and multimedia experiments, helped shift online humor toward more diverse and auteur-driven styles, bridging stand-up traditions with internet-native formats. This evolution was evident in Jash's role in transitioning established stand-up performers like Sarah Silverman to digital specials and series, including her 2017 Netflix production A Speck of Dust, which expanded the reach of live comedy talents into streaming ecosystems. Jash earned critical recognition for its contributions to short-form online , including a Webby Award for the series Arscheerio Paul Show, a satirical reenactment of classic late-night moments produced in collaboration with comedian . This accolade underscored Jash's impact in elevating digital sketches to award-worthy status, while its provision of , , and distribution tools democratized access to professional production for emerging and established comedians alike. By , the network had already amassed nearly 4 million views, building a substantial cultural footprint that highlighted the viability of comedian-driven digital ventures in an era dominated by .

Post-Acquisition Developments

In February 2022, Vox Media completed its acquisition of Group Nine Media in an all-stock transaction valued at approximately $225 million, integrating Jash into Vox's expansive digital media ecosystem. The deal, announced in December 2021 and finalized on February 22, 2022, merged Group Nine's portfolio—including comedy-focused entities like Jash and The Onion—with Vox's established brands such as Vox, The Verge, Eater, and New York Magazine, resulting in a combined company reaching over 200 million unique monthly users and 350 million social media followers. This transition positioned Jash alongside Vox's growing comedy and entertainment offerings, enhancing the company's capabilities in video production and satirical content. Group Nine has since been folded into Vox Media. Post-merger, Jash's operations evolved from its original model as an independent digital comedy network toward greater alignment with Vox Media's and production strategies. Acquired by Group Nine in 2017 as both a content creator and , Jash continued in this dual role under Vox, contributing to sponsored campaigns and integrated projects rather than standalone series. As of the latest available information following the 2022 merger, Jash remains part of Vox Media's portfolio, with its YouTube channel persisting but public output having slowed. This shift reflects broader industry trends in digital media consolidation, where niche networks like Jash support larger ecosystems focused on diversified revenue streams, including advertising and partnerships.

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