11 minute read
Comedy Meets the Moment
Billy Rosenberg ʼ'96 had over a decade of experience in film and television before becoming vice president and head of comedy originals at Hulu in 2017. Through an era of tumultuous politics, heated social issues and a worldwide pandemic, he has worked to cultivate a platform for diverse creators and stories, positioning Hulu for major growth.
COVER STORY
COMEDY MEETS THE MOMENT
Written by Kristyn Bridges '08
In January 2017, streaming services were multiplying and swiftly changing the way Americans watch television and movies. With such a wide variety, competition was tight, and Hulu began looking for ways to attract new subscribers. Enter Billy Rosenberg, who came in with a fresh take on what audiences were looking for and an understanding of the importance of increasing diversity in programming.
The role gave Rosenberg his first swing as a network programmer, a job that involves hearing story pitches, reading scripts and deciding which shows will get made and which talent will be backed and promoted. He and his collaborators are tasked with creating 30-minute original comedy series. From the start, Rosenberg made it his mission to bring new and traditionally underrepresented voices to the forefront—from writers to actors to producers and everyone in between.
Rosenberg points to the election of Donald Trump as an influential lens for decisions he made in his early days at Hulu and a driving force to bring a greater diversity of creators to the platform.
“As somebody who grew up pretty connected to my own identity as a Jewish American and just looking at the landscape of television, seeing what’s out there, I knew it was the right thing to do,” Rosenberg says. “There are a lot of people who don’t see themselves on television who are like, ‘I want to see me on screen.’ So I think this was both a business decision and also content I wanted to put out in the world.”
A DIFFERENT WORLD
Rosenberg is grounded, open to learning and self-aware— qualities that help him work with creators to bring their unique experiences to the screen, while also navigating an evolving social landscape.“If there are things I don’t know about because I’m a straight white male from Minnesota, I check my knowledge at the door,” Rosenberg says. “I’m like, ‘Look, this is your expertise, you lived a different experience than I have, and you know what you’re talking about.’”
With ever-changing national and world events, it can be difficult to stay true and relevant. This proved to be the case with a show called "Woke." The series centers on up-and-coming Black cartoonist Keef Knight, who avoids taking controversial stances in his work until a traumatic experience with a police officer causes him to confront issues he would typically eschew. The first season had already been written, created and produced when George Floyd was murdered, prompting a global reckoning with racial injustice.
“The conversation completely changed. The culture changed. And diversity, equity and inclusion became a larger part of [the discussion],” Rosenberg says. “At Hulu, we had always talked about diversity, but it quickly also became a part of corporate education. I think this show reflected the time from before and not the time after.” Despite the cultural shift, Hulu released "Woke" six months later. Rosenberg says he and the show’s creators had a long conversation about how to address the chasm that current events had presented.
“When you make something, you make it based on the time period you’re living in,” Rosenberg says, “and it takes so long to make a TV show by the time it comes out things change. That was an interesting lesson. When [the creators] approached season two, they were like, ‘OK now we can really get into more subtle conversations about race.’ I’m excited about season two because they go after it in a really interesting way.”
Rosenberg feels lucky to have a supportive and collaborative team that trusts each other and the creative process. Their goal is always to create content that stays true to current events, while giving their audience engaging stories and well-developed characters. It’s something that, in Rosenberg’s eyes, sets Hulu apart.
“There’s a lot of competition among streaming services. Hulu benefits from providing television shows from ABC, FX and the Freeform network.
So with the Hulu originals, we don’t have to be everything for everyone; we can be for a specific audience,” he says. “We try to make our shows buzzworthy and addictive and find shows that are commercial but have relevance. We also try to pick shows that feel familiar in a lot of ways but have some element that feels either special or different or unique.”
Billy Rosenberg '96
MADE FOR TV
Growing up, Rosenberg loved sitcoms so much that he describes his younger self as a walking TV guide. “I loved comedy. I grew up watching 'SNL.' Growing up in the '80s, I would watch the entire Thursday night NBC lineup. When it comes to '80s sitcoms, I know every show.”
Throughout his life, Rosenberg has nurtured that interest. During his time at Blake, he would seek out film or television-related opportunities. In a senior year independent study, he interned on a documentary about Minnesota musicians created by music producer Steven Greenberg.
“That was kind of my first foray into working on a movie,” Rosenberg says. "I think Blake really encourages students to find their voice. That sort of education is great because when it came to college, I was already figuring out what I wanted to do in life. Blake set me off on that trajectory."
Rosenberg continued his studies at the University of Southern California, interning at production companies and graduating with a degree in film studies from USC's School of Cinematic Arts. "I didn't really know what I was going to do or what I wanted to be in the entertainment business, but I knew I really wanted to be in it."
Following graduation, Rosenberg joined Walt Disney-based production company Karz Entertainment as a development assistant then served when it came to college, I was already figuring out what I as story editor for Barry Mendel Productions, working on movie projects like Joss Whedon’s "Serenity" and Wes Anderson’s "The Life Aquatic."
Rosenberg’s first executive-level opportunity came in 2004 when he joined film producer Lynda Obst’s team at Paramount Studios as director of development. He went on to develop and produce a number of movies with Shawn Levy’s 21 Laps Entertainment, including "The Spectacular Now," "Date Night," "The Watch," "Table 19," starring Anna Kendrick, and "Fist Fight," starring Ice Cube and Charlie Day.
His next role allowed Rosenberg to return to his early passion: television comedy. The Lonely Island, the comedy trio of Andy Samberg, Akiva Schaffer and Jorma Taccone, who made their mark creating "SNL" Digital Shorts, some of the first comedy sketches to go viral, hired Rosenberg as head of development and production for their show "Party Over Here." Working closely with the comedians, Rosenberg produced a number of pilot presentations for the Lonely Island’s contract with Fox and also produced the feature film "Brigsby Bear" with "SNL"’s Kyle Mooney.
When Hulu looked to expand its lineup of original scripted comedies, Rosenberg was ready to answer the call.
PRIME TIME OPPORTUNITIES
“From an executive growth perspective,” Rosenberg says, "there are people on my team who are very young or emerging in this business who now have access to meetings they never would have been part of because maybe the doors were shut to them. I think [business technology] is great in the way it democratizes things and makes the hierarchy a bit finer.”
With more tools for communication being utilized in the workplace, the pool of creators Hulu collaborates with has deepened. When it comes to the selection process, Rosenberg makes sure his team is working with people who are creatively aligned and ready to execute their vision.
Illustrations by Owen Davey—Folio Art
"When we start a project or meet with a creator, it's partially my job to do some sort of creative background check: What is their voice? Are they ready for this moment? Can they deliver on this script?" he says. "Part of the script development process is working with this person and seeing how in sync and aligned we are. You always want to be a positive collaborator to the creative partner, and you want their experience to be a positive one. You also want to get the best quality out of the show." One of Rosenberg’s favorite projects is the series "PEN15," created by and starring Maya Erskine and Anna Konkle. In the show, the adult Erskine and Konkle play themselves as seventh graders dealing with the awkwardness of interacting with their middle school classmates, played by actual teenagers. Rosenberg initially began as the show's producer in his work with the Lonely Island but then sold it to Hulu, where he eventually oversaw its production, working closely with Erskine and Konkle. In 2021, "PEN15" received an Emmy nomination for best comedy series and prior to that had won a Gotham award for best new series.
"I love a lot of the shows I work on, but this was my baby. It was something I put a lot of personal time and a little capital into trying to get made. I really loved this show from day one," Rosenberg says. "I couldn't be more proud of it. It's both super fun and heartfelt. Being nominated for an Emmy, that was a really special moment in my career."
STAY TUNED
As a producer and top executive for one of the most popular streaming services, Rosenberg has carved a space for himself and others. When it comes to inclusion and collaboration, he does not take his stature or role lightly. Through his work and advocacy, he champions creatives who deserve to be seen, heard, recognized and represented authentically.
Rosenberg looks forward to continuing to mold Hulu's future and hopes to have a long list of shows under his belt. "I see Hulu as the home of some of the top creative talent in the business. Whether they're newer faces or established names, I think we'll continue to push the envelope in comedy and hopefully have some of the best shows out there."
One of those shows is "Only Murders in the Building," a comedic mystery series starring Martin Short, Steve Martin and Selena Gomez. Rosenberg believes the show's appeal is in its lack of heavy-handed messaging and because of its thoughtful, smart character. "And at the same time, it entertains. I think that's what people need right now, kind of an escape from everything that's going on in their lives."
In addition to the return of "Only Murders in the Building," Hulu's 2022 lineup includes the reboot of CBS's "How I Met Your Mother," which aired for nine seasons beginning in 2005. "How I Met Your Father," starring Hilary Duff, is Hulu's first multi-camera sitcom (filmed before a live audience). Production begins this spring on a sequel to the 1981 film "History of the World, Part I."
Like the original, this limited series—"History of the World, Part II"—parodies significant events in world history. It also gives Rosenberg the chance to work with one of his comedy idols, Mel Brooks, who wrote, directed and starred in the movie and returns, at age 95, as a writer and producer on the sequel. "We're really excited to have this opportunity," says Rosenberg.
Rosenberg is a testament to passion leading to reward. He encourages those who want to achieve their dreams to study their interests from all angles and stay connected with people who have similar goals.
"Having a spark or an interest and being excited about something is the driver for any career," he says. "I think pursuing and being knowledgeable about that thing and having an opinion about it is important. Having that creative impulse and being excited is the fuel that keeps you going when times are hard or when you hit roadblocks."
With Rosenberg's enthusiasm, dedication to his craft and ability to shape shift with a level head and cool demeanor, it is evident he will continue to make a positive impact in the entertainment industry. Already over a decade in, he shows no signs of slowing down or fading out any time soon.
Kristyn Bridges ’08 is a writer and editor based in Cincinnati, Ohio.
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