Viacom had previously demanded that the site remove more than 100,000 clips from their properties from MTV, Comedy Central, and Nickelodeon.Īccording to Viacom, the promotional exposure wasn’t worth the cost, and an existing revenue-sharing deal allowed for YouTube to profit at an unfair rate. Viacom sued YouTube over what they called “ brazen copyright infringement,” asking for $1 billion before ultimately settling in 2014. In YouTube: Online Video and Participatory Culture, authors Jean Burgess and Joshua Green note, "'Lazy Sunday' demonstrated the potential of YouTube as an outlet for established media to reach out to the elusive but much-desired youth audience. As much as it was imagined to be a viral marketing wonderland, however, the site was reported as a looming threat to the established logics of the broadcast media landscape.” But when the Lonely Island teamed up with Chris Parnell to write “ Lazy Sunday” in December 2005, it changed everything. ![]() One of their first digital shorts, “ Lettuce,” featured Will Forte and Samberg. Once they were hired as writers on the show, with Samberg also cast as a featured player, the Lonely Island opted to continue creating their own original material in addition to submitting live sketches. Their 2004 performance was not eventful, but in 2005, the host of the show happened to be Jimmy Fallon, who eventually recommended the group to SNL producers. The increased visibility helped the Lonely Island land a writing gig on the 20 MTV Movie Awards. The team relocated to Los Angeles and began writing and producing comedy shorts, and were among the first creators to post their videos online. ![]() Andy Samberg, Jorma Taccone, and Akiva Schaffer first met in middle school and then regrouped after college. The Lonely Island first formed as a comedy trio in 2001 in Berkeley, California.
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