11:49am PT by Bryn Elise Sandberg
MTV's 'Todrick' Star on the Importance of Keeping His YouTube Brand
Todrick Hall is a YouTuber at heart — and he doesn’t expect that to change with his MTV show.
The American Idol alum launches his Scooter Braun-produced docuseries on the cable network at the end of August, where he’ll give viewers a behind-the-scenes look at the making of his weekly YouTube videos and sometimes feature celebrities, like Joseph Gordon-Levitt.
But Hall plans to only show a small portion of the original videos he and his team creates during the series’ eight half-hour episodes. If viewers want to see the full clip, they’ll have to click over to his YouTube channel, which boasts over 1.6 million subscribers.
Hall’s decision to keep the majority of his creative content exclusive to YouTube was intentional. "That was something we discussed before anything else. I called [my producer] and said, 'I don’t want to come off YouTube. That would make me lose my street cred,' " he explained Wednesday at the Television Critics Association press tour.
"Everyone who has supported me on YouTube needs to see me as YouTuber," he added. "I’m very proud of the fact that I was able to make my own brand online … and MTV understood how important that was."
Hall has created over 200 videos on the site with the help of his team, which includes singer-dancer Chester Lockhart, cinematographer-editor Shawn Adeli and make-up artist Nicole Faulkner, who he met at a MAC Cosmetics store counter on Hollywood Blvd.
Together, they stay up until 3 a..m. to put together goofy videos in hopes of hitting the cultural zeitgeist. "If Miley Cyrus does something crazy at the VMAs or whatever, we have to be the first people to come up with the most creative concept and put it out the fastest," he said, adding: "The people who get the most viral concept out the quickest are going to be the most successful and at the top."
Todrick premieres August 31 at 10 p.m. on MTV. Check out one of his videos: