Sarah Silverman and Michael Cera have launched a YouTube comedy channel called JASH, teaming with Tim Heidecker, Eric Wareheim and Reggie Watts for what Wareheim promises will be a "bullshit-free experience."
The group teamed up after YouTube parent Google proposed they produce humor material for the web, and offered them a free hand to create the kind of content they wanted, according to The Hollywood Reporter.
"We each have pages within JASH and we each can curate those pages," Silverman said. "This is what we think is funny. It may not be your cup of tea, but there's no testing involved, there's no second-guessing of what a 14-year-old boy would like. It's just a place to do stuff and fail or not fail."
The new channel, which officially launched yesterday at SXSW Interactive, is still a work in progress, though the creators say Silverman is working on a "French film-noir trailer," Cera has a 25-minute short film on the way and Wareheim . . . well, he's busy, too.
"I've got a lot of personal, bizarre stuff that I do in my home and my bedroom, and I'm going to put it out on YouTube through JASH.com," he says in the channel's first video.
Cera, who has just finished taping new episodes of Arrested Development, acknowledges that creating online content is an unexpected move for him. "Is doing work for the Internet a step down for me? Yes," he says, deadpan. "But, you know, sometimes you have to step down, get your feet wet, your feet learn, 'OK, this is the new arrangement. We'd better get real comfortable.'"