In a significant shift in the comedy landscape, the Australian duo known as Swag on the Beat has gained tremendous popularity by blending live performances with a robust social media presence. Comprising Jack Say (28) and Isaac Gibbons (29), the duo originally captured attention with a one-take video filmed in a Melbourne supermarket during the early days of the COVID-19 pandemic. The video, which humorously addressed supermarket etiquette, quickly amassed nearly 30,000 views, marking the start of their journey.
Today, Swag on the Beat boasts more than 3.3 million followers across platforms such as Instagram, TikTok, and Facebook. Their recent live show tour, which spanned Australia, New Zealand, and England, highlighted their belief that performing before an audience remains essential for honing comedic skills. Say and Gibbons echoed sentiments expressed by comedian Will Ferrell during a 2020 interview, emphasizing that while live performances are invaluable, the demands of social media require today’s comedians to be versatile and adaptable.
Adapting to a New Era of Comedy
“Performing in front of a live audience was an incredible learning experience for us,” Say remarked in an interview. “But now, like musicians, comedians must also be marketers and manage their social media presence.” The duo explained that success in the industry today necessitates being a “jack of all trades,” as they navigate the complexities of various platforms.
Transitioning to podcasting, a medium some critics claim is oversaturated, has been a strategic move for Swag on the Beat. Gibbons expressed astonishment at the strong listenership many podcasts enjoy, pointing out that there is a diverse audience seeking different types of content. “Rather than dismissing other podcasts, we should acknowledge that each listener has unique preferences,” he noted.
Creating content that appeals to a wide audience is a goal for Say and Gibbons. “We aim to produce material that resonates with everyone, from teenagers to seniors,” Say explained. He referenced the iconic Mr. Bean show, highlighting its universal comedic appeal. “We want to ensure our content can be enjoyed by anyone who sees or hears it,” he added.
Finding Inspiration in Diverse Comedy Styles
Defining Australian comedy poses a challenge, differing from the identifiable styles of British or American humor. Say and Gibbons believe this ambiguity offers them the freedom to draw inspiration from various sources. Gibbons cited Chris Lilley and Sacha Baron Cohen as influences, while Say mentioned the legendary Barry Humphries as a cornerstone of Australian comedy.
“While we admire both American and British humor, we blend elements from these cultures to create our own unique style,” Say explained. They also incorporate music into their performances, drawing inspiration from the comedic duo Flight of the Conchords.
In celebration of reaching one million followers on Instagram, Swag on the Beat partnered with KitKat to launch a new line of Commuter Camouflage Hoodies. They are also planning a party at the Railway Hotel in Brunswick on August 30, 2023, where they will unveil a secret project they have been developing for months.
As the digital landscape continues to evolve, Swag on the Beat exemplifies how comedians can successfully navigate both traditional and modern platforms, proving that laughter remains a powerful form of connection in any format.
