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How Netflix’s Massive Paydays, COVID and TikTok Caused ‘Explosion of Comedians’
The comedy business is quickly changing thanks to Netflix's massive paydays and comics flocking to TikTok and YouTube.
Where once comedians would rely on comedy clubs, sitcom gigs or specials on channels such as HBO to build their names, now they have other options, including direct access to consumers on multiplying social media platforms. “Netflix was certainly an inflection point when the specials started becoming a thing,” says Independent Artists Media partner Dave Rath, who manages comedians including Adam Ray. SXSW, in which Variety parent company PMC owns a majority stake, has spotlighted the likes of Jim Gaffigan and Patton Oswalt at its comedy festival since 2008, and this year’s lineup includes stand-up showcases and improv sessions, with Conan O’Brien, Judd Apatow and Robert Smigel scheduled to appear.
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