By now, you know that I am the creator of the world's most-talked about iPhone application, iFart Mobile. Although most people know me these days as the best selling author of "Twitter Power - How To Dominate Your Market One Tweet At A Time" and a successful internet entrepreneur, my staff and I eagerly jumped into iPhone development as soon as the app store launched.
If you have been following me on Twitter, you are also probably aware that I appeared on The Daily Show with Jon Stewart on Tuesday, July 21st.
The focus of the story was a legal dispute between my company, which created the iFart Mobile application for iPhone and iPod Touch, and a competing firm who had created a fart app called Pull My Finger.
Following is the segment from The Daily Show. Watch it first and then I'll share some backstory with you.
| The Daily Show With Jon Stewart | Mon - Thurs 11p / 10c |
| iFeud | |
[note: the quote on the video still is directed at Pull My Finger's Eric Stratton]
Funny stuff, right? Now I'll pull back the curtain and share what you don't know.
I'm going to save the entire story about the lawsuit for another day. Today I am just going to focus on The Daily Show aspect.
The first thing you have to understand is that this is television. If you believe that things happened exactly as you see them, you have bought into the illusion hook, line and sinker. Of course, that's what they want you to do.
In early April 2009, Sam Magdeilan from Air-o-Matic (Creator of the competing "Pull My Finger" application) contacted me to let me know he had received an inquiry from The Daily Show. They had apparently gotten wind (ha!) of our legal dispute and were interested in producing a piece for the program.
Both Sam and I were fully aware of The Daily Show and their modus operandi. Report the news in a way that entertains the audience by making at least one of the subjects look like complete morons. I get it. It's TV. It's entertainment.
I told Sam that it would be alright for the producer to contact me. After all, all press is good press. We may as well make lemonade out of the lemons the lawsuit had given us.
After speaking with Matt @ The Daily Show, it was decided that they would send a correspondent to our office HQ in Colorado to do an interview with me. They would also orchestrate an interview with someone from the opposing company to get both sides.
A couple weeks later, Wyatt Cenac showed up at my office along with Ted, the segment producer, and a local three-man film crew. They came armed with usual cameras, lights, monitors and other assorted equipment.
Our visitors were greeted by the huge inflatable monkey
Gear. My video producer was all aglow to see the goodies they brought
The team immediately went to work attempting to locate a good place to shoot. You would have thought they were furniture movers or interior decorators the way they set out shuffling things around to build a suitable set. Fortunately, they put it all back when they were done. :-)
Hey, I don't remember a TV being there...
We had a few ideas for the team. We brought in our iFart framed poster to put in the background. We also suggested they take a walk to our restroom where a sign was posted on the stall. It says "InfoMedia, Inc. R & D department". We also put a microphone on a stand next to the toilet. They filmed it but didn't end up using it. (the microphone, they were here for four hours after all)
Shooting inside the men's room. Oh, that's just not right...
Wyatt is as deadpan as he appears on the show. The guy just doesn't smile a whole lot. I wasn't even sure if he was enjoying himself. I did manage to get him to pop a grin or two, but he was mostly about the business and took his comedy quite seriously.
Me and Wyatt Cenac. He's a funny guy.
Ted, the producer, was new to the show. This was only his second segment. He didn't show it, but he was probably a bit nervous and wanted to get it right. regardless, he was very professional... super nice guy. And he did a great job with the piece.
I wasn't sure what angle the producer was going to take with the piece. Let's face it. When you do The Daily Show, the odds are you are going to come off looking either stupid or like a jerk. I was alright with them making me look stupid. After all, it IS a fart app we're talking about. But I wasn't good with them making me look like a jerk, and I told them so. I was incredibly pleased to find out that I came out looking like a savvy entrepreneur (which my mother thinks I am!)
The Daily Show team was on location for FOUR HOURS! I know.. that's a lot for a five-minute segment of which I would only be in just a bit. But they came equipped with TONS of questions for me.
Again, realize that this is television. The facts of the story are real, but the way the story is told all comes down to the editing. What you see is created to entertain, not to tell the whole story.
I was positioned across from Wyatt and we each had a camera on us. Wyatt had several sheets of paper with what must have been fifty questions typed out. He would ask me a question and I would answer. Many times he would rephrase the question or I would rephrase the answer.
We went in depth about my background, the iPhone app store, iFart Mobile, our other applications and the lawsuit. Question after question came at me. There were many times Wyatt just made me crack up.
Here's an example of how what you saw was taken out of context.
When Wyatt says the line about the Hammertime app being an MC Hammer "Suicide watch", I busted up laughing! What a great line! In fact, every time I watch it, I still laugh at it.
But the reaction you saw on the edit was of me being more thoughtful and serious. That was just an inserted shot to give another impression, and to let the audience have the laugh.
I wasn't there for the interview with Eric Stratton, but I GUARANTEE you this same technique was used. There were times where Eric looked clueless. I would bet that those shots had nothing to do with his response to the question being asked.
And as for the Jackie Robinson "Civil Rights" bit. I hate to burst anyone's bubble, but this was a setup.
I was interviewed several weeks before Eric Stratton of Pull My Finger fame. Wyatt's questions were leading, and one path had him asking if iFart or Pull My Finger were pioneers in the fart app. This was asked so he could ask the next question, which was "So if Pull My Finger were the Jackie Robinson of fart apps, what is iFart?"
My reply was "Well, we would be Babe Ruth."
Wyatt's witty comeback was something to the effect of "So iFart is the overweight, racist app?"
Of course, I busted up laughing at that as well! Unfortunately, the line didn't make the cut.
But it's obvious that Eric did not offer up the Jackie Robinson analogy. Odds are Wyatt asked him if Pull My Finger was the Jackie Robinson of fart apps. Eric probably agreed taking the bait. And then they reshot it with Wyatt ASKING the question and having Eric restate it as though the analogy came from him.
I'm glad to see that Eric and the Pull My Finger team took the whole thing with good humor. I mean, c'mon... we're talking fart apps here, people!
As I mentioned earlier, the entire shoot was four hours. The lights were hot. I was hungry. The questions kept coming.
In one series of questions, Wyatt challenged me to a fart-off. He would play a fart from the Pull My Finger app and I would play one from iFart. I would demonstrate how our sounds were superior.
We drew our phones like it was an old-style western. I could see them editing this piece with a Clint Eastwood spaghetti western feel to it.
Wyatt played a sound and I played a sound. Then again, and again.
He then attempted to catch me off guard by saying, "What if I told you the sounds I was playing were from YOUR app?!" He turned the phone around and revealed iFart. Only it wasn't MY iFart! It was a copycat competing app!
I said, "That's not my app" (After all, I DO know the sounds in my app!)
The joke ended up backfiring, at which point Wyatt and Ted began whispering to each other and pointing at the questions, attempting to figure out what direction to take next.
They did this MANY times during the interview. Sometimes they would leave the room to discuss the next line of questioning. It was interesting to watch.
For almost twenty minutes, they had Wyatt repeat a series of connecting phrases again and again. I was just to sit there and look at him or nod my head while he did these lines.
Imagine listening to Wyatt say "I see" with a dozen different tones and inflections.
Other lines I had to listen to repeatedly were...
"Yes"
"No"
"Hmmm"
"Why do you say that?"
"Is that right?"
"Really?"
There were many others. I realized early on that they could edit this however they liked. But that's part of what made it so much fun!
Needless to say, the atmosphere at InfoMedia was all abuzz. My team was excited about the shoot and I had hoped that we'd get a few of them on camera. I ordered pizza for the entire staff and Daily Show crew. After all, we've got to eat.
Shooting in the conference room
The team is all abuzz!
Dan Nickerson, Joel Ownby and a couple other members of my team got their two seconds of fame. "Hey look, that's me!"
During the line of questioning, Wyatt asked me how much money I had made with iFart. I replied, "about $300,000".
He yelled back, "WHAT?!?!" giving a look of incredulity.
Of course I cracked up again.
He continued, "Three hundred THOUSAND dollars?!?! THREE HUNDRED THOUSAND dollars?!?!?"
It was great schtick. I wish they had left it in.
Anyhow, towards the end of the shoot the team decided to go outside to do two bits.
The first one was Wyatt and I looking out at the Rocky Mountains. Yes, that is the view from my office window. Sweet, eh?
From an unused scene
Essentially, we stood there talking about nothing, pointing at the mountains. It would all be B-Roll content... filler.
No Wyatt, I will NOT pull your finger!
My favorite bit that didn't make it showed Wyatt leaving the office building, throwing his hands in the air and yelling out "Three Hundred Thousand Dollars!!!!"
It was also a good bit and I'm sorry it didn't make it.
One of the funniest bits that hit the cutting room floor
Now that the piece has run, it's clear that the focus was on Eric Stratton, the little David that got crushed by Joel, the Goliath of the industry. They didn't even focus on the particulars of the case, other than the accusation that we linked to our app using the "pull my finger" phrase.
Anyhow, I am very pleased with the outcome of the piece. I am even more pleased of the outcome of the lawsuit. I can't tell you details yet, but I've spent a lot of time speaking with the Pull My Finger people and I believe we are going to be able to "clear the air" regarding this whole fart app debacle shortly.
In the meantime, I invite you to enjoy this iFart Mobile tribute to Jon Stewart and The Daily Show.
It's Del.icio.us!
Furl It!
July 23, 2009 12:57 PM
Thanks for the behind the scenes, Joel! I've always wondered how they handle those interviews on the Daily Show - always so well done and SO funny. But, even if it was a bit of a "setup", I'm glad you're not the one to come out looking stupid :)
Oh - and the John Stewart Tribute video had me rolling on the floor!!
July 23, 2009 12:58 PM
Great piece on Comedy Central. Super funny.
July 23, 2009 01:19 PM
Thanks for sharing that story Joel. I know tv and especially the Daily Show has a way in slanting a story, I just had no idea they went to such great lengths to do it.
Would be interesting to know if you saw a spike in sales of the application due to the segment.
July 23, 2009 01:45 PM
Interesting to see how The Daily Show creates their pieces and how everything flows. I would love to hear the story behind the lawsuit. In the meantime, congrats on playing along and on the publicity.
Live Your Dreams,
Jill Koenig
July 23, 2009 02:48 PM
Hi Joel,
Great stuff again!!, I missed the show when it aired, but thanks for the "behind the scenes" peek.
Hope to see you and the team in NYC at the Affiliate Summit
July 23, 2009 04:43 PM
Great story Joel - I love the behind-the-scenes information.
Being a patent/trademark attorney, I thought the video was hilarious.
Thanks for sharing,
Steve
July 24, 2009 02:39 PM
Great video, you did an excellent job Joel, way to go buddy!
July 25, 2009 12:59 AM
Hey Joel,
Congratulations on the success of the app, and for being on the Daily Show. Really, a HUGE accomplishment!
Warmest,
Jonathan
July 25, 2009 07:54 AM
Hey joel, this video is really funny.
I wish they would have included the 300,000 dollar part.
The creator of pull my finger seems like such a complainer. Business can be cut throat, I don't think he can handle it.
July 25, 2009 10:47 AM
Hey Joel,
That was fun to watch, thanks ...
Really, thanks for the Ritual promotion this past week.
July 25, 2009 10:50 AM
Joel,
This is really funny stuff. Thanks for sharing. I watch the Daily Show infrequently and missed this gem.
I also enjoyed peaking behind the curtain regarding how these interviews actually come off. Congratulations on a bit well done.
Marc
July 25, 2009 10:55 AM
Joel,
That was a textbook example of squeezing hot wet air out of the boob tube. Congratulations for rising above the putrid smell and moving forward with a better fart trap. You Rock!
Warmest Phfffffft!
Bill
July 25, 2009 11:15 AM
ROTFLMAO... That's just too funny. Nice one Joel. :)
All the best
Loz
July 25, 2009 11:24 AM
Congrats on the extremely successful Iphone APP Joel!
either way you look at it...
your product was better so it sold better!
What is eric going to do? go after every "Funny App" legally? b/c he had the original idea?
Congrats! Keep up the great work!
Dbk
July 25, 2009 11:25 AM
Killed it Joel! Love the "Behind the Scenes" look. Can't wait to get Joel Comm Live back. Going through withdraws here.
July 25, 2009 11:49 AM
Congrats on the Daily Show appearance, Joel!
I was a little surprised to hear about it since that show usually has politicians as guests.
I'd expect to see you on a CNBC business show like the one Donny Deutsch hosted... maybe you could get on the new season of Pitchmen with one of your products.
July 25, 2009 11:50 AM
Hi Joel,
Thanks for the inside look into how these funny interviews are made. It really is amazing what can be done with a lot of footage and creative editing.
Glad to hear things are working out on the legal end too. I'm confident that whatever the specifics, you'll do the right thing. :)
Dan
July 25, 2009 11:55 AM
Hey Joel!
Fun stuff! The piece turned out great. I spent years hanging out w/ some seriously funny folks and always appreciate the amount of effort it takes to go into the bits we do get to see.
Of course, what you say about editing is true for ALL news and in fact anything we see on TV. This is an excellent reminder of that. Thanks for the behind-the-scenes play-by-play.
And, although you know I'm not your ideal iFart target, even I'll admit that iFart tribute to Jon Stewart you guys put together is hilarious. Excellent bit of editing yourself, my friend!
Warmly,
Felicia
http://Twitter.com/FeliciaSlattery
PS Say hi to Dan for me :-)
July 25, 2009 12:53 PM
Joel, that was a hoot! Or should I say a toot! When I saw you in February in Orlando and you were playing with that app, we had so much fun. You were also telling me how much better the iPhone is....took the bait and when my upgrade was available, got the new 3GS and the first app I purchased was iFart. I still have fun with that app - the best money I ever spent.
I love your sense of humor but I also am impressed with your keen sense of business acumen - you don't see that combination in many successful people. You're a joy to follow and watch.
July 25, 2009 01:26 PM
Joel,
Really enjoyed Click Here to Order. I've been reading your blog and following you on Twitter ever since. This behind-the-scenes information is fantastic and I appreciate your time producing it. Keep it flowing.
~ John
July 25, 2009 02:11 PM
Thanks Joel...that made my day lol!
July 25, 2009 02:17 PM
Dear Joel,
I thoroughly enjoyed this post...laughed my ass off...now I will have to get an iphone so I can use your app (grin).
Interesting how we have now both experienced the power of editing, this time from the same side of the editing fence. I was just as amazed when I saw how Thor and I, as well as Steve and I were made to look like we were so at odds on the Next Internet Millionaire. You were lucky you had practice BEFORE the Daily Show producers came with their cameras, intercepting the questions designed to railroad you in a certain direction. Kudos!
But as you say, it is TV and GREAT exposure! I wasn't quite as pleased with my outcome on the Millionaire show, but I was pleased with the exposure I got! Tons of women and even a few men have been promoting my work as a result of that show...even now...years later.
The only thing I regret is that you guys cut out the piece where the "loser team" got you to jump out of your seat in outrage at our presentation! Now THAT was a great shot! I have to laugh every time I think of that one...after all, it was just "show biz".
Have I ever thanked you for enlightening the online world to how little was thought of the women's small business/entrepreneurial/babyboomer market? A few years later...the fastest growing market ever? I'm serious...I am very grateful!
Thanks for the laughs at the end...course women never fart. That's why they bitch...otherwise they would explode ;)
LOVE
Deb
July 25, 2009 04:14 PM
OMG Joel, you so totally rock! That was a hilarious bit. Keep on!
July 25, 2009 05:15 PM
Good one Joel...love how you see the positive in everything even this lawsuit...thanks for sharing.
Rona
July 25, 2009 08:21 PM
Joel, once again you demonstrate the entrepreneurial and marketing savvy that puts you at the top. I don't know anyone else that could have survived the Daily Show's assault with such grace!
July 25, 2009 09:42 PM
Joel,
You continue to dazzle and entertain us!
Thanks for sharing this story about the Daily Show.
I love this whole story, and your iPhone App.
My 8 year old daughter loves it too.
-Christina Hills
July 25, 2009 09:52 PM
Joel...that is one of the funnier pieces I've seen on that show! And that is awesome news that y'all are going to clear the gassy air of this whole audio fiasco...though press is always good. :)
@TimothyCarter
July 25, 2009 11:01 PM
Wow, nice video mr. joel. thanks 4 your answer....
July 26, 2009 05:57 AM
OMG this was so hilarious, i almost peed my pants lol!
July 26, 2009 09:38 AM
I am gonna say Joel, that any press coverage is good publicity. You saw the positive in a negative ane that is what makes you one of the best.
By the way Joel. I have learnt a lot from you and wish I had implemented what you taught me immediately as I am begining to see the benefits of associating myself with a guru like you.
More grease to your elbows joel.
July 26, 2009 11:31 AM
They say that truth is stranger than fiction. It would be real hard to make up a story like this. Dueling fart apps. Face one and other, walk two paces, turn and fire! Excellent way to take advantage of the superficiality of our culture. Hey, everybody loves a good fart joke. I like to get someone to buy me a cup of coffee, paper container, I finish the coffee, punch my middle finger through the bottom of the cup, walk over to the person that got the coffee for me and say - "Will ya' look at this (my finger within the container) - people jump back at first and then realize the joke and have a good laugh. Thanks for the laugh, Joel.
July 26, 2009 02:42 PM
Congratulations, Joel, the video is hilarious! I thought that the direct link to the Comedy Network would help other Canadians find the video - http://watch.thecomedynetwork.ca/the-daily-show-with-jon-stewart/correspondents/#clip196067
July 26, 2009 03:14 PM
Joel,
I have been following you for at least two years. You have made a big impact on my on line income. But, there are many people teaching internet marketing out there, .. No?
I stoped following the others long ago. You are so real and honest and you have so much integrity. You have earned all my trust.
Thank you for posting this because it just made me laugh so hard. But more important is how you took it in stride, ... everything, and leveled it with the topic and had fun!
I love you Joel! Thank you for being their for us!!
Connie
July 26, 2009 08:53 PM
I follow you and watch the Daily Show regularly, so my husband did not understand my excited squeaking when I saw this piece on air. To echo everyone else: loved the behind-the-scenes perspective, you have a great attitude toward this, glad to see the prospect of a positive resolution, and kudos on the PR!
August 11, 2009 04:28 AM
Joel, you're so talented. I think you should consider starting something similar to the Daily Show :p
August 11, 2009 01:28 PM
Hi Joel! Your last video was very funny. I really liked your Adsense secret ebook, and was wondering if you planned to write a future ebook on another hot topic in the making money online business. I'm sure you'd make some good sales. I like the way you write your ebook anyway.
August 18, 2009 03:32 PM
Thanks for sharing the insider details of that day. Interesting stuff and the video was very entertaining. It's amazing what's happening with technology, the iphone and ways to profit from it all. I love it!
August 25, 2009 01:06 AM
Joel, you're so talented. I think you should consider starting something similar to the Daily Show :p
Thanks for the behind the scenes, Joel! I've always wondered how they handle those interviews on the Daily Show - always so well done and SO funny. But, even if it was a bit of a "setup", I'm glad you're not the one to come out looking stupid :)
August 29, 2009 01:30 PM
Thanks for sharing. The video was particularly entertaining.
August 29, 2009 07:32 PM
Hey Joel, is there any way you can get that interview from the Daily show on a different media because Canadians can't watch it... Pretty stupid I know.
August 30, 2009 02:31 AM
Hello Joel,
Congratulations for all your success.
It is very inspiring to see a member of the Internet Marketing community success on TV. Keep up the good work.
Roger
August 30, 2009 07:28 AM
What a great video...had me laughing out loud for a bit. Gotta love natural body processes. Fart On Joel!
August 30, 2009 10:46 AM
haha, i watched the video, Eric Stratton was just making his own trademark that doesn't relate to apple apps competing to Joel, what a mismatch, iFart apps we're really great even though i haven't tried it, from just taking up a review on the video, hehehe. nice post, very very popular post i mean ^_^
September 25, 2009 03:15 AM
Hi Joel,
I think I enjoyed watching behind the scenes. I particularly enjoyed it. Congrats for show & case as well.
Cheers!
I am waiting for the case post.