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Funny or Die made a name for itself on the Internet before expanding into TV. Now the company is looking to grow on Instagram with the help of comedy brand F—kJerry.
Through this new content deal, F—kJerry will create exclusive original content for Funny or Die’s Instagram account and will work on future collaborations across Funny or Die platforms.
F—kJerry is the brainchild of Elliot Tebele, who began posting punchy and irreverent photo-based jokes to Tumblr about four years ago. After the initial success of the blog, he expanded into Instagram where, with the help of friend and business partner Elie Ballas, he has amassed more than 3.9 million followers, including Kim Kardashian, Miley Cyrus and Katy Perry.
Funny or Die, meanwhile, has accumulated 135,000 followers on Instagram, where it has posted clips of its videos and comedic photos tied to driving the audience back to the website. Mike Farah, Funny or Die’s president of production, explains that the company wants to create content explicitly for the photo-based medium. “For every platform you have to tailor content to it,” he says. “What can work for Snapchat might not work for Instagram, which might not work for FunnyorDie.com. It’s critical for us as we continue to grow to find a balance between content everywhere and also content specifically for one platform.”
He adds that F—kJerry is the perfect partner to help them grow on Instagram. “They’re really smart, young, hungry guys and that’s who you should bet on more than anyone else.” Funny or Die has already started to showcase work from F—kJerry on its Instagram account.
“We’re looking forward to working directly with the Funny Or Die team to help build F—kJerry into a company of the stature we’ve always dreamed it could one day,” said Tebele, with Ballas adding, “After spending time with the FOD team, we were all quick to realize how great a partnership could be. Between our social reach and Funny Or Die’s superb production capabilities, we could all keep doing what we’re doing on a bigger scale — and that’s making people laugh.”
The deal was brokered by CAA and Robert Strent at Grubman, Shire & Mesielas on behalf of F—kJerry.
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