In an earlier article, I wrote about Screenblast, an interactive, entertainment service where people gather to share their creative vision and express themselves through Audio, Video, Music, Movies, Animation and Special Effects. Users can enjoy digital entertainment and also create their own audio, video and animation, while connecting with an online community where they can work on collaborations and showcase their work to the world.

Five genre-specific channels are available to the audience, including Action, Comedy, Drama, Sci-Fi/Horror and Music. "Sweet J" is a stop motion animation show created for the Comedy channel. To learn about what happened behind the scenes, I spoke with Matt Seinrich and later on, with Mike Bloom, Director of Content Development for Screenblast. Together, they gave me the inside story on Sweet J.

Nathan: How did the Sweet J concept come about?

Matt: “That’s a good question. I work as an editor for ToyFare, one of several magazines published by Wizard Entertainment. I was looking for a celebrity guest column and in Entertainment Weekly I discovered that Seth Green is huge toy fan and collector. I thought I’d give him a call, just to see if he would write a guest column. Needless to say, he was into it. He wrote the guest column and for the next year-and-a-half, we started sending each other information about really cool toys that we would find out about at Toys “R” Us, etc.”

“After doing that for awhile, we just started bouncing around ideas and thought it would be cool if we took this one step further, to create some sort of production. Originally, we were going to do a four minute sketch for ourselves and to have some fun. As we started doing that, people started hearing about it and the next thing you know, Sony Screenblast asked us if we wanted to do a bunch of episodes for them? We said: ‘Yeah, that sounds great.’”