Brands, be Authentic like Glitch Productions
When Glitch Productions posted its first ever ‘GLITCH DIRECT’ video on October 10, 2025, they proved that being authentic keeps fans loyal while attracting new ones. Throughout it, they gave updates on their web animation shows, among them being Murder Drones, The Amazing Digital Circus, and The Gaslight District.
Let’s see how this helped Glitch stay a major player in indie animation. Creators and businesses, both big and small, wanting to create and maintain their audience can learn from them.
First off, Glitch heavily promotes their merch. Their co-founders, CEO Kevin and COO Luke Lerdwichagul, encouraged viewers to buy merchandise for Knights of Guinevere while they seek to green-light its season. Said merch isn’t cheap, with the plushies at minimum costing $30. One can find plushies from big studios like Disney costing a little more or less. This may put off potential customers.
However, Glitch is upfront about how difficult animation is, which Luke explained.
“When we saw the uphill battle… the entire animation industry was facing just to get those projects made, we knew we had to help,” he said. “Here’s the reality; animation is expensive, really expensive.”
The video featured Tracy Butler, the creator of Lackadaisy, and Fable Siegel, the show’s director, who explained how Glitch helped take some of the burdens off their shoulders. Dana Terrace, a co-creator of Knights of Guinevere, talked about how much fans’ love for her show meant to them as well.
It made the teams feel human, like people with real dreams and challenges. So fans buy the merch to support the creators who want to bring their passion projects to life without executive meddling.
Glitch also softened the blow of a decision that could’ve been unpopular by being honest. They announced they picked up Lackadaisy, a popular webcomic with an animated pilot, which they’ll put under Glitch Presents. Under that new label, existing projects Glitch’ll support might have outside streaming services asking for exclusive rights. In other words, these shows may not be free to watch.
Glitch clearly realized that not everyone would be happy, especially since part of their appeal is that anyone with access to YouTube can enjoy their shows. So Kevin addressed this.
“But this is why Glitch is here, to shield creators from the uncertainty and instability that comes with Corporate Hollywood,” he said. “And to guarantee that creative control stays with the creators.”
He framed sharing the rights as helping creators earn the money they deserve without tying their hands. A balance that much of their fanbase knows is easier said than done in today’s industry. This encourages fans to view it as a necessary price to pay.
Bringing a face to your audience won’t always be easy and takes time, especially for new creators and businesses. But being open with your customers about your whys and challenges isn’t just good branding, it’s good business. When Glitch shares how and why they encourage the creators, the audience follows.
Bio: Giancarlo Picanco is a junior at California State University, currently working for the student-run Agency 398 with a passion for finding the right words to reach the right audiences. During his summer 2025 internship at the Institute of World Politics, he wrote eye-catching summary blurbs and selected clips for the organization’s Africa podcast series. On top of that, Giancarlo set up events for CSUN’s Deaf CSUNians club, bringing in people for their annual Spring Banquet and Halloween Party. All to one day become a Director of Communications for a cause where people need help in their lives but don’t know where to find it.