Earlier this year, former HGTV/DIY star Vickie Howell started a Kickstarter campaign for a studio quality lifestyle web series. The result is The Knit Show with Vickie Howell, debuting on YouTube Thursday, October 5. Howell talked to Cynopsis about making her dream show come true – at warp speed.
Cynopsis: How did The Knit Show come about?
Vickie Howell: Over the years as craft-based television shows have disappeared, I’ve received messages from viewers, without exaggeration, almost every day about how much they miss having a television series that speaks directly to them – the knitting and crochet community. I wanted people to know that I’d heard them, and had been working behind the scenes for a while to try to make more knitting television happen. During that time, however, the age of entertainment evolved. Television and cable networks either focus on reality programming or scripted series and there isn’t currently a place at the table for niche, how-to programming. So, I decided it was time to make our own table! I had this idea of a high-quality, lifestyle/how-to show that was for the community and by the community. 
I met with the team at Austin-based production company, ProductionFor and presented an idea for the series. They loved it and were interested, in lieu of being a production company for hire, in entering into a partnership with me to make the project happen. We all saw that there was this niche — a huge area of programming opportunity — and were excited to jump on it!
That meeting was in February, the Kickstarter campaign started in March, we went into pre-production at the end of April, and then into production shortly thereafter. From conception, to fundraising to production to premiere — all happened within less than eight months. It’s been a whirlwind, but the best kind — one that leaves you with perfectly flushed cheeks and sexy windblown hair!
Cynopsis: What lessons about programming did you learn from your DIY/HGTV show, Knitty Gritty?
Howell: I learned the power in niche content is – it’s truly personal. It speaks directly to someone’s bliss. Whether the programming focuses on baking, car restoration, scrapbooking, or knitting — if a production can create space for enthusiasts to wallow in the hobby or lifestyle they love, then viewer loyalty will follow. How-to programming is like a friend who shows up and only talks about your favorite things. Who doesn’t want to hang out with that friend?
Cynopsis: What lessons about the Kickstarter process can you share?
Howell: I think the largest lesson I learned from the Kickstarter experience is – when you open yourself up to the vulnerability of asking people to help make a passion project happen, that passion seeps into the cooperative zeitgeist, is embraced, then reflected back upon you. People want to be a part of something, they just need to be invited to do so. It’s pretty remarkable.
The more practical takeaway, though is this: There’s a reason that when you listen to your local NPR station fund drive, it feels like the DJs are hitting you over the head with requests to donate. They are, because they have to. It takes many, many…many times of asking people to back your project, before action is actually taken. A successful crowd-funder must be prepared with several pieces of social media fodder (behind the scenes photos, spoof videos, press pieces, etc.) for EVERY day of the campaign, and be willing to monitor what does and doesn’t work, then adjust accordingly. This means figuratively, or in my case, literally getting crafty with creating on the spot pieces of content to motivate the audience to become backers of the project. The moment you stop talking about your campaign, you’ll be sure to see a drop-off in funds coming through. When you’re in the midst of a Kickstarter campaign, it very much feels like being on a reality competition show — so buckle up, and be ready for a wild ride!
Cynopsis: Between exec producing and hosting, you have a lot of control over you show. What will you do differently than what’s been done before?
Howell: First and foremost, this series takes a holistic approach to knitting and crochet. It’s about the crafts, yes, but really it’s about the creativity in all of us and how feeding that influences our overall lives. In addition to the expected tutorials, we’ll also focus on the people, places, activities, and businesses in the genres, as well as take a look at the mental and physical benefits of crafting.
Secondly, The Knit Show focuses on creating a sense of global community. We’re now in this exciting period of programming when geographical boundaries are no longer a concern — we don’t have to speak only to those within our own syndicated market, or even our own country. This opens up worlds —no pun intended— of possibilities as far as community building goes. When one feels a sense of community, then they also feel invested. Distributing the series through YouTube alone breaks those viewership barriers — anyone, anywhere can watch the show at any time. That’s never been done before with this type of show. In addition, within the series, there are various field pieces – ranging from an insider’s look into an industry convention in Columbus, Ohio, to a trip to Central Asia to see where shepherds raise cashmere goats — produced to give viewers a front row seat into the exploration of the world passed their own craft room.
Lastly, this series was developed with the media-savvy viewer in mind. Along with being able to watch and re-watch the main series at their convenience, there will also be downloadable project instructions, live streams, meet-ups, Instagram inspiration, contests and collaborations, and continuous “bonus content” created as separate playlists on our YouTube channel. We want The Knit Show to me more than, well, a show. We want it to be an experience.
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