Bring Back Comedy: How American High is Bringing New Life to the Coming-of-Age Comedy in the Digital Age

While most production companies are focused solely on making content for the big screen, American High saw the potential to grow on the smaller screen. The Syracuse-based production company, founded by Jeremy Garelick and Will Phelps, was founded on the passion to make this generation’s teen comedies. Their dedication was solidified when they bought an abandoned high school to operate as their home base for their production office and filming location for future projects. The studio has grown tremendously over the last eight years, coming out with hits such as Big Time Adolescence, The Binge, and Summer of '69. As well as having eight picture deals with Hulu (recently renewed for another eight pictures per deadline).  

As they found success on the big screen, they wanted to be able to connect with this young generation where they were spending a great amount of their time, online. Coming out with their first sketch comedy channel, American High Shorts. The page displays the awkwardness and the quirks of high school that remain timeless, all under 60 seconds. Since the launch of American High Shorts, they have gained over 10 million followers across all platforms, 8 billion views, and a Webby Award. I had the chance to chat with Axelle Azoulay, the Head of American High Digital, to walk us through the evolution of the company’s online presence.

“In 2022, our social media presence was low. We were busy making 3-5 movies a year, no one was really paying attention to that, but we wanted to be the high school people…We have this high school with all the sets, all the props, all the costumes just sitting there, and we thought ‘Why don’t we make high school sketches?’ Essentially test ideas, test actors, within a one-minute format on their phone (where high schoolers really are) and see what happens.” Azoulay searched every corner of the Syracuse area for talent, from social media, comedy clubs, to college drama departments. She assembled her first team of creatives, which included Ryan and Aidan Micho, who would later be signed on to the official American High Shorts team. Through the curating process, Azoulay had to check that these creators didn’t only work well on camera, but behind the scenes as well.

“They don’t just need to be funny; they need to be funny, good writers, need good ideas, be good performers, understand social media, and be team players. There are a lot of great writers and great performers, but the combination of everything is pretty special.”

She goes on to explain how these talented creators are paving their own path in breaking into Hollywood, and how being able to adapt to so many roles in order to make content that will stand out to producers like herself.

“They are adaptable in general because they are consumers as well. They were born exactly in this time where you don’t need Hollywood to make it, you can just create content on your own and be noticed if you are good enough. Take control of your fate in your own hands.” 

After spending a week brainstorming ideas, which they would come up with 50-70 sketches they would then film throughout a 5-day period. Generating enough content for two months, and being able to see what audiences gravitated towards. Every two months, they would invite new creatives, modify the groups, and see who worked best together. Throughout this process, they would go viral multiple times with videos such as Alpha Dads, Math Teacher Who's Always Behind, and Problematic Theater Teacher. 

Like their films, they were able to capture the unique experience that is high school in a shorter format. “It’s the world of firsts. It’s something very universal; it’s something we’ve all been through. No matter where we are from. The first time you’ve driven a car, first time you kissed, first time you’ve done anything, so it’s very memorable and shaping.” 

Azoulay was able to piece together the powerhouse group that would be the face of American High Shorts: Grace Reiter, Ryan Micho, Aidan Micho, Julia DeCesare, and Hyde Healy. Once she found her team, they turned into a well-oiled writer’s room. “We operated like a Gen-Z SNL” said Azoulay. “Monday we’d brainstorm, Tuesday we’d write the scripts that were selected, Monday, Wednesday/Thursday/Friday we’d film, and almost every Thursday/Friday we’d have a guest star.” 

After the success of American High Shorts, the American High Digital Universe started to expand. Rather than

go out and buy a college campus, their relationship with Syracuse

University allows them to film content

there when needed. “We opened COLLEGE LIFE, because that was our next target audience, and the next type of movies we wanted to do.” For those who are done with school and trying to navigate the beginning of adulthood, they have a channel for you too. Barely Adults captures the chaos we face in this new chapter of our lives, trying to figure out who we are and what the hell we are doing. With the channel being based out of Los Angeles, this creates another opportunity for the company to collaborate with more creators as guest stars.

Through American High Digital, Azoulay is helping amplify the rising class of online creators. Operating like an industry-level writer’s room, it provides the support and guidance for these young creators to grow.

“We are very creator and talent forward- they get credited for every single video, the first group of American High Shorts went from pretty much no followers to famous today, and being able to do it on their own. Now, after two years, they moved on; some moved to LA, some moved to NY, some are doing stand-up or their own creations. They were cast in our movies, they are coming back to guest star, it's one big family. Now we have a new generation of American High Shorts, who I think are very funny and talented, and are definitely highlighting the next generation of up-and-coming talent.”

In addition to their short clips, the American High Shorts team took their comedy to YouTube, creating their first web series, Minimum Wage, which is currently being pitched to networks. With plans for more web series, YouTube appears to be the connecting factor in the American High Digital Universe among its four channels, joining a new wave of media creators bringing new life to the YouTube production landscape and helping revive the comedy in these spaces.

You can stream American High Shorts, College Life, Barely Adults, and Unhirables on all platforms.

You can stream the entire first season of Minimum Wage on Youtube.

Interviewed & Written by Ashley Murphy