In a landscape reshaped by digital platforms, Australian comedy duo Swag on the Beat is making waves with their unique blend of humor and social media savvy. Jack Say, 28, and Isaac Gibbons, 29, emerged from Melbourne’s supermarket scene with a viral video that humorously critiqued COVID-19 shopping etiquette, amassing nearly 30,000 views shortly after its release. Since then, they have garnered an impressive 3.3 million followers across Instagram, TikTok, and Facebook.
Reflecting on the changing dynamics of comedy, Say and Gibbons recently completed a successful live show tour across Australia, New Zealand, and England. They echoed sentiments expressed by renowned comedian Will Ferrell in early 2020, emphasizing the importance of live performances in honing comedic skills. However, they also recognize that today’s comedians must be versatile, describing the necessity to be a “jack of all trades” in the current entertainment landscape.
Embracing Multi-Platform Challenges
“It was an amazing cutting of the teeth moment for us,” Say remarked in an interview with NewsWire. He elaborated on the dual role of creating content and managing social media. “Not only do you have to ‘make the music’, but you have to be the advertiser and you have to do all the social media stuff that comes along with it.” This multifaceted approach is crucial for gaining traction in an industry increasingly dominated by digital platforms.
In line with their strategy for growth, the duo is venturing into the podcasting arena. Despite concerns about market saturation, Gibbons expressed enthusiasm about the podcasting landscape’s diversity. “I wasn’t a huge podcast guy, so I guess I was always astounded by the amount of podcasts out there that have strong listenership,” he noted. “There are people that listen to all kinds of content.”
As they embark on this new chapter, Say and Gibbons aim to create universally appealing content. “If you’re 15 or 75, we would like to create stuff that anyone can enjoy,” Say stated. They draw inspiration from the approach taken by the creators of the iconic television show Mr. Bean, who believed that humor should transcend cultural barriers.
Finding Their Unique Voice
Defining Australian comedy is challenging, as it lacks the distinct styles often associated with British or American humor. Nevertheless, Say and Gibbons embrace this ambiguity, using it as an opportunity to blend influences from various comedic traditions. “We’re big fans of Chris Lilley and Sacha Baron Cohen, and of course, Barry Humphries is iconic,” Gibbons shared. They also admire the comedic duo Flight of the Conchords, who skillfully incorporate music into their performances.
In a bid to expand their brand, Swag on the Beat has partnered with KitKat to launch a line of Commuter Camouflage Hoodies. To celebrate reaching one million Instagram followers, they are hosting a party at the Railway Hotel in Brunswick on August 30, 2023. During the event, they plan to unveil a secret project they have been developing for months.
As they navigate the evolving landscape of comedy in the digital age, Say and Gibbons are committed to refining their craft and engaging with a diverse audience. With their innovative approach and growing popularity, the duo exemplifies the transformative power of social media in the world of comedy.
