Will Google be permanently deleting all YouTube videos and replacing them with new content created by Sarah Silverman and Michael Cera? Probably not any time in the near future; however, the comic duo is launching a new comedy network on YouTube, titled “Jash,” as they announced at a kickoff event at SXSW on Sunday.
According to the Hollywood Reporter, the duo was joined by Jash co-founders Tim Heidecker and Eric Wareheim (of Tim and Eric) along with Brooklyn-based rapper and stand-up comic Reggie Watts. The team said that they had picked the unique name (not to be confused with Ryan Lochte’s signature catchphrase “Jeah!”) because “Josh” had already been taken.
Silverman said they settled on the acronym “Just Attitude So Hey,” afterward.
"Literally, we were at a restaurant and Tim said, 'Just attitude!' Which is so Tim," Silverman told The Hollywood Reporter. "And then Michael Cera said, 'So ... hey?' Which is so Michael Cera."
According to the YouTube video that the group introduced their new creative venture with, Google pitched the idea to them as a way to create experimental comedy without the constraints of more traditional television.
"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."
Wareheim chimed in, promising that the outlet would offer viewers a “bulls--- free experience.”
"Quality over quantity," Cera added.
While the group acknowledged that they’re currently a little pressed for content for the burgeoning channel, Silverman is currently at work filming a “French film noir trailer” while Cera is putting together a 25-minute short film.