GLITCH PRODUCTIONS
Plan: 1. About brand. 2. Communication Channels. 3. Theoretical Framework. 4. Analysis. 5. Conclusion & Recommendations. 6. Sources.
About brand
Glitch productions position is an indie animation studio based in Sydney, Australia. Founded by two brothers, Kevin and Luke Lerdwichagul, Glitch productions started as a small YouTube* channel, witch slowly grew into a full animation studio with four successful projects, millions of fans and collaborations with different brands.
*These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
Glitch productions work as a collaborative production with stuff members from all over the world. Because of its orientation on internet users, the target audience of their animated series are mostly young-adults and teens, who have access to the social-media platforms. Glitch’ s main content consists of animated series across various genres, from action to psychological comedy and horror.
Communication Channels
Glitch production expended its online presence, using different social media to promote their animated series all over the world. Speaking of which, the official channel has translations of their series in different languages, witch helps to expend its audience. Glitch productions also promote their series on Twitter X*, Bluesky, TikTok, Instagram*, Facebook*, Russian department has its own VK and Telegram channels.
*These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
It is important to notice, that in recent month Glitch hosted it first premiere in cinema theaters, with the infamous «The amazing digital circus» finale, despite production’ s YouTube* origin.
*These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
Glitch Productions primarily uses an independent, community-driven «creator-first» PR strategy. Instead of relying on traditional marketing agencies or TV networks, they build massive, organic hype through high-quality YouTube premiers, deep audience engagement, and merchandise-focused IP development.
*These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
Glitch use selective «Scout-Then-Pitch» Model: Rather than accepting cold pitches from the public, Glitch actively scours the internet for established indie creators (e.g., Gooseworx, Dana Terrace) who already have a proven portfolio. They offer these creators studio backing while allowing them to maintain full creative control.
To reach wider demographics, they expanded to platforms like Netflix and Amazon Prime Video after the hype had been established on YouTube*, guaranteeing no creative interference from the streaming giants.
*These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
Marketing campaigns include different collaborations, such as recent collaboration of «The amazing digital circus» with Fortnite. They also work with different cafés in Japan, Hot Topic and Moose toys. Such collaborations with different media helps production to build strong connections with its audience and expend their popularity all over the world.
Glitch productions hold its own convention, communicates with their audience through social media and streams. Such open PR strategy not only helps to gain new audience, but also helps to connect different artists, building an artist-based community.
*These social networks are recognized as an extremist organization and are banned in the territory of the Russian Federation.
Being so open not only helps to find new audience, but also to find new artists, directors and projects for production.
Theoretical Framework
Uses and Gratifications Theory
Uses and Gratifications Theory theory is communication theory that puts media users as active customers. It proposes that media users choose format and source of media that is suitable for them individually, and make alternate choices if they want to change their platform.
The theory also highlights the competition between media outlets to attract and retain audiences by meeting their varied needs as as 0; result driving innovation and diversity as 1; media content.
Digital rhetoric
Digital rhetoric is an extension of classical rhetoric in a digital space, designed to persuade, inform, inspire and entertain. Digital rhetoric is suitable for analysis of Glitch productions, because the brend itself, as well as product, an 0; made an 1; digital space.
Analysis
The communication of Glitch productions reflects several core values, such as accessibility and friendliness, emotional connection with their animated series, and active digital engagement.
As mentioned previously, Glitch leverages various platforms and content formats to market their product. For example, they usually use short-form content to create engaging promotions of action figures of their characters as well as to warm up viewers before the next episode. Using digital rhetoric, we see the active use of visual content for promotion as well as for communication with the audience.
The brand motivates viewer engagement via comments, reactions, shares, and content created by users. As a result, communication becomes interactive rather than one-directional.
Uses and Gratifications theory is suitable for analysis of Glitch productions, because their products, animation series they make, are highly available. The audiences choose glitch production not only because of the high quality of their work, but also because their animation inspires audience to create music, art and literature. It helps to connect people with the same interests, creating a unique community.
Conclusion & Recommendations
Analysis of Glitch Productions' communication strategy reveals high effectiveness.
- The brand successfully combines strong visual persuasion (ELM), audience engagement and motivation (U&G), and multi-platform communication.
- The effective communication from Glitch Productions helps establish the studio as an independent internet-based animation studio.
- The communication strategy is effective as it helps in building a strong and identifiable brand with a devoted fanbase.
Recommendations:
Brand might expand backstage information by including Q& A sessions or increasing their contribution to the ongoing project. This would help the audience understand the creative process more deeply. Adding more detailed information might bolster the core pathway of persuasion outlined by ELM.
Sources
GLITCH PRODUCTIONS: сайт. — URL: https://www.glitchprod.com/about (дата обращения: 10.06.2026)
Glitch Productions // Fandom: сайт. — URL: https://tadc.fandom.com/ru/wiki/Glitch_Productions (дата обращения: 10.06.2026)
Wikipedia: сайт. — URL: https://en.wikipedia.org/wiki/Glitch_Productions (дата обращения: 10.06.2026)
GLITCH PRODUCTIONS: сайт. — URL: https://www.glitchprod.com/about (дата обращения: 14.06.2026)
GLITCH // Youtube: сайт. — URL: https://www.youtube.com/@GLITCH (дата обращения: 15.06.2026)
glitch_prod // Instagram: сайт. — URL: instagram.com/glitch_prod (дата обращения: 15.06.2026)
glitch_prod // Twitter: сайт. — URL: twitter.com/glitch_prod (дата обращения: 15.06.2026)
