SXSW Interactive: Why GIFs? Why Not?

If you're not positive how to pronounce the word gif, you're not alone. Internet-ese for a short looping video (est. 1987), GIF inventor Steve Wilhite says it with a soft "g" (think Jif peanut butter), but Giphy CEO Alex Chung uses a hard "g." To make his point, he shows a loop of 50 Cent driving a cadillac.

However you pronounce it, the GIF has had an undeniable effect on the way people communicate on the internet. In a presentation littered with literally hundreds of pop culture loops, Chung tried to make the case for the GIF as a new medium of artistic expression and mode of communication.

His statement that a GIF artist might be the next Shakespeare was heavy-handed, but it's hard to argue with the format's ubiquity. More than 150 million unique visitors per month use his search engine Giphy, and they've supplied more than 500 billion meme-worthy videos since its inception in 2013.

To bolster his point that there's something revolutionary about loops of cats falling off couches, Chung wove between self deprecating jokes and media studies insights. The five-second average length of a GIF happens to coincide with the typical length between film cuts, as well as the human attention span. They're a great comedic tool, but the real power is in the micro-narratives that, as anyone who has sent one knows, are eerily perfect for conveying specific emotions.

In addition to emphasizing his company's mission statement with a giggle-inducing barrage of pop culture, Chung let out a big reveal about the company's future. He announced the formation of Giphy Studios, which will employ over 500 GIF artists under the direction of a chief creative officer Nick Weidenfeld formerly of Adult Swim and Fox's ADHD. The goal of the project is to GIFify every available moment and push the medium into new artistic realms, a lofty ambition, but it will still certainly include plenty of cats.

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Why GIFs?

Monday, March 14, Austin Convention Center