The Fine Brothers on Engaging with Fans Beyond YouTube

MyMusic is more than just a web series on YouTube. It has turned into a full-on social media extravaganza, with characters engaging with fans via Facebook, Twitter, Pinterest, Tumblr, Google+ and even a new dedicated music news site.

Back in 2012, the fraternal YouTube powerhouse of Benny and Rafi Fine, aka The Fine Brothers, launched MyMusic – a YouTube-based mockumentary web series, in the style of The Office or Modern Family, following the goings-on at a fictional transmedia music and production company.