Jimmy Fallon On The Future Of Late Night And Being A Super Marketer | Forbes

Key Concepts

• Late Night TV Evolution: Changes in production, audience engagement, and content strategy over time.
• Jimmy Fallon's Brand: Positive, upbeat, family-friendly, sketch-based, musical, and poppy approach to hosting.
• Internet Integration: Embracing social media, online trends, and digital creators to keep the show current and reach younger demographics.
• Segment Development: The process of creating and branding recurring bits on the show.
• Personal Branding & Creative Ventures: Extending one's persona and creativity beyond the primary role into diverse business and product collaborations.
• "On Brand" (TV Show): A new reality competition show focused on brand strategy and marketing, featuring real-world implementation of winning ideas.
• Variety Show Format: The Tonight Show's emphasis on diverse entertainment beyond traditional interviews.
• Future of Television: Adapting to changing viewership habits, streaming platforms, and the enduring role of institutional shows.

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Evolution of Late Night TV and Jimmy Fallon's Hosting Style

Jimmy Fallon reflects on his 11 years hosting The Tonight Show (and 4-5 years on Late Night), noting significant changes since he started. Initially, he experienced "flop sweat" due to inadequate air conditioning for the audience size. More broadly, the entire media landscape has transformed, particularly with the rise of social media, making the environment "completely different" yet "exciting" and "always changing."

Fallon recalls Lauren Michaels' early prediction that he would be good at talk shows, though it took him five years to find his footing. He admits to talking "so fast" in early interviews, rushing through segments in 30 seconds, before learning to slow down and become comfortable enough to converse for an hour.

In 2009, upon launching Late Night, Fallon stated, "Jimmy Kimmel has his own thing. Craig Ferguson has his own thing. Everyone has their own thing. Eventually I'll have my own thing." He now defines his show's differentiating "thing" as being "more sketch-based, musical, more poppy," and "very positive" and "family-friendly," while still maintaining "just enough edge." He contrasts this with some "grumpy, crotchety" late-night hosts, emphasizing his natural joy and upbeat demeanor with guests, often calling them "pal." He explains this enthusiasm stems from knowing "how much work goes into everything," from movies to albums, and wanting to let everyone "shine."

Maintaining this high level of enthusiasm for four shows a week is possible because "every show's completely different," offering a variety of musical guests, comedians, serious subjects, and new or old friends. He enjoys watching guests "rise" and reconnecting with them over years, even when they admit their latest movie "sucks."

Segment Development and Internet Influence

Fallon's show has successfully embraced the internet, particularly with a younger demographic, by incorporating trends, dances, and creators as guests. He views this as essential for keeping the show "current," a lesson learned from Saturday Night Live's constant evolution. He spends enough time online to keep up with trends and news, noting that what people find funny has changed, with 15-second viral clips now achieving the same comedic impact that once required a five-minute sketch. He highlights the internet's benefit for comedians and writers, allowing content to "live on the internet" and be discovered even if missed live, unlike the "you had to be there" era of Johnny Carson.

The show is renowned for its branded segments like "Lip Sync Battle," "Box of Lies," and "Wheel of Musical Impressions." Fallon explains that these were initially just "bits" that happened to be "six-minute chunks or seven-minute chunks," which worked well online. They only became branded with names after being performed "three or four times," or "five or six times," when it became clear they were recurring.

He acknowledges that the internet is now "filled with these sort of non-traditional celebrity segments" (e.g., Hot Ones, Chicken Shop Date), which were pioneered by his show. This necessitates constant innovation: "You got to keep moving." He recalls how his show started with game show spoofs, then evolved into guests genuinely wanting to play games, leading to the show being known for games. Now, with others doing similar formats, they've shifted to musical performances and impressions, always allowing guests to choose between participating in a bit or a "straight interview."

Business Ventures and Creative Pursuits

Beyond his talk show, Fallon has collaborated on numerous branding exercises, including children's books, pocket squares, pajamas, shoes, Ben & Jerry's ice cream, a roller coaster, and a Christmas album. He recounts pitching a roller coaster idea to Universal when he was on Late Night, only to be rejected. However, after The Tonight Show became successful, Universal called back, and the ride was developed. This experience taught him to "try something new and see how much you can do and how big you can make the show."

He also shared ideas for products like "Pits" sweatshirts (featuring team logos under the armpits for when people raise their hands in excitement) and "Spinnies" sunglasses (with ball bearings in the arms for fidgeting, inspired by fidget spinners). While "Pits" (rebranded as "Hands High") had limited success, "Spinnies," developed with Warby Parker for charity, "sold out in like five minutes." These ventures, though seemingly disparate, are all outlets for his creativity. He even jokingly mentions an unproduced "Oyster app" idea from an early lawyer meeting.

The New Show: "On Brand"

Fallon is excited about his new show, "On Brand," which he originally conceived as "Branded." The show aims to "see the people behind the brands" and address their marketing challenges. It features 10 contestants from diverse backgrounds (professors, real estate agents, swim instructors, not necessarily advertising professionals) who were vetted through creative pitches (e.g., "Pitch us the new Ronald McDonald").

The show involves CMOs and brand managers presenting real-world problems (e.g., Dunkin' Donuts wanting to promote breakfast meal deals beyond just donuts). Contestants develop pitches, two winners go "head-to-head" in an actual Dunkin' Donuts, and fans decide the best idea. A unique aspect is that the winning ideas are implemented "the next day" in real life, appearing on "billboards, on television, commercial spots." Fallon believes this "new type of show" and "new type of business model" is unprecedented in television.

He also discusses his foray into other game/competition shows like Password and That's My Jam, which he sees as extensions of The Tonight Show's variety format. Password was inspired by playing with Betty White and was developed during COVID-19 as a "cheaply" produced entertainment option. He acknowledges having "bad ideas too," like a show called "Priest" about a murdering priest, which NBC rejected.

The Future of Television and The Tonight Show

Fallon addresses the declining viewership and revenue in traditional TV, but views The Tonight Show as a "staple of culture" that has been around for 70 years and will continue "as long as TV's around." He sees his new show, "On Brand," as more ratings-dependent, hoping it will do well, especially with its lead-in from The Voice and its availability on Peacock. He hopes the show's success will be measurable by an increase in the brands' numbers after their participation.

Regarding the future of The Tonight Show, he doesn't believe he will be the last host, emphasizing the need for a "human being that is... makes mistakes and has a real conversation with people." He cherishes the "old school" live show experience with an audience, similar to SNL or sporting events.

Despite budget cuts reducing The Tonight Show to four days a week, Fallon expresses a desire to do it five days, still getting a "charge" from the work. He's excited about new initiatives, like airing shows on Sundays after football to reach "new eyeballs" and influence younger generations who might not be familiar with talk shows or specific music genres. He finds immense satisfaction in seeing guests grow, recalling Bad Bunny's story of taking a photo with his wax figure and dreaming of being on The Tonight Show. He views the show as a cultural milestone, where people bring their parents to celebrate their success.

Fallon also discusses the responsibility of hosting an institution like The Tonight Show in a politically charged atmosphere. He believes in appealing to "everyone," stating, "I think funny is funny," and that laughter can provide a necessary release, regardless of political beliefs. His job is to make people laugh and feel "we're going to be all right."

Looking ahead, at 50, Fallon still has many creative and business aspirations. He enjoys challenging himself, like writing 25 new Christmas songs for an album or exploring opportunities in the tortilla chip business. He sees himself as a comedian who is "lucky to be anywhere near what I'm doing now," but after 25-26 years at NBC, he feels he "knows what I'm doing now" and approaches his work with a mix of calm and continued excitement.

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Conclusion

Jimmy Fallon's journey in late-night television is characterized by continuous adaptation, a distinct positive brand, and a relentless pursuit of creative ventures. From overcoming early production challenges and refining his hosting style, he has successfully integrated internet culture into The Tonight Show, transforming traditional segments into viral content. His entrepreneurial spirit extends beyond the screen, leading to diverse product collaborations and the development of new shows like "On Brand," which innovatively bridges entertainment with real-world marketing. Fallon remains deeply passionate about his work, viewing The Tonight Show as a vital cultural institution that provides joy and connection across diverse audiences, while constantly seeking new ways to engage and influence.