#Shane‘s Letter

[currantlee]

A few comments on a recent post about RWBY I made got me thinking about something. Basically, I think that Rooster Teeth – and possibly by extension its parent companies – have artificially inflated RWBY as a media project and franchise rather than letting it grow organically. Therefore, it became a bubble that was bound to burst at some point. RWBY might never have been a profitable IP, which might be very relevant for its future.

This is not a problem that arose after Monty Oum‘s passing, I feel like this was already coming before that. Shane Newville‘s open letter (which absolutely comes from an emotional, mentally unwell state of mind, but has had many of its contents confirmed over the years, even beyond being one of the first descriptions of the toxic work environment at Rooster Teeth) makes a few points that support this impression. Whether you agree with the letter or not, you cannot deny that the first two volumes of RWBY, while they also had merch accompanying them and stuff, were not produced following industry standards – starting with the 3D software used, Poser Pro (Monty Oum‘s preferred tool for animation). This led to some really creative animation work that, while not always high-quality by industry-standards, was certainly pushing boundaries. It was creative and it worked for what RWBY was: a passion project created by someone who saw animation as his strongest suit – as his preferred medium to tell a story. I‘ve seen a lot of people claim that Monty Oum wasn‘t a writer, and while that‘s true, I feel like the implication of that statement is always that he couldn‘t tell stories on his own. I don‘t think that‘s true. I think Monty Oum was a great storyteller when it came to expressing certain things through animated action scenes. It‘s just that he wanted to tell a story that included more than just that and a few lines of dialogue – which is where Miles Luna and Kerry Shawcross come in, two at the time very inexperienced writers (who possibly had a fallout with Monty Oum over creative differences later), as well as some talented folks – people like Shane Newville. They were chosen to work on this because Monty Oum acknowledged their potential and liked to work with them, and I feel like that created an environment where they were really allowed to flourish. Volumes 1 and 2 are certainly not flawless, but I feel like I can tell the people making it had fun.

To Rooster Teeth however? I think RWBY (and by extension, Monty Oum as a creator) might have been little more than assets to them. RWBY was first created around a time when RT first tried to be more like, well, an actual company. At least from 2014 onward, but possibly even earlier than that, this included an effort to conform to industry standards more, mostly in order to be able to hire more people – very visibly so in RWBY in the form of the switch to Maya (my opinion about that is, the way they did it didn’t do RWBY any favors at all). I think they saw RWBY and Monty Oum as an opportunity to appear… More important, bigger, than they ever really were.

So what did they do? Again, I kind of have the feeling that they “upscaled” RWBY to a size where it appears like this big thing, but it became far too much to handle. Essentially, they created a mock giant, or a metaphorical quasi-star: something that can appear big from afar, but is actually very small / unstable (and if we go with the quasi-star metaphor, disturbs all of its surroundings). This is what I mean when I say that RWBY was a bubble bound to burst, because no star lives forever – and quasi-stars can only exist under very specific, very unstable conditions (I linked a Kurzgesagt-video in case you’re interested what exactly a quasi-star / black hole star is / was, cosmology is so fascinating IMO). Once these conditions exist no longer, they both fall apart and collapse into the black hole that is their core at the same time.

My main argument for this is that RWBY was essentially a huge money sink for RT (Source: Barbara Dunkelman’s unprofessionalism). They pumped so much money into this… Perhaps even more than they ever made from it. While this isn’t 100% confirmed, it is very much possible (and IMO not exactly unlikely) that RWBY was never profitable — which it might have been if RT hadn’t been so hellbent on creating the illusion of a multi-million-dollar franchise.

This is purely speculative, but this might also be why Volume 10 was never greenlit. We know that Volume 9 was to a significant part funded by Crunchyroll and in fact would not have been possible without them (probably because RT was already out of money at this point). They might have bought into this mock giant, then realized they had pretty much been scammed once Volume 9 aired. This might have led to Crunchyroll’s unwillingness to fund another season for something they knew now was effectively a money sink. Since RT at this point lacked the funds to produce Volume 10 alone and therefore was dependent on investors like Crunchyroll and Warner Brothers… Volume 10 was never greenlit, no matter how hard they attempted to get their fans’ hopes up and start a hashtag campaign on social media (as far as I remember, that was started by Rooster Teeth, not the fans. I don’t have my Twitter account anymore though, so I can’t check). Again though, this is speculation.

The worst part? This refusal of RT to just… Downscale RWBY again, this determination that it had to be this huge franchise… Was all put on the backs of the creatives working on it. We know at this point, from multiple sources, that RWBY and other RT productions have had an incredible amount of crunchtime, working overtime, employee abuse, … going on behind the scenes, which seems to only have gotten worse after Monty Oum’s passing. At the end of the day, all RT does and has ever done is blame others for their incompetence. Like, no shit, I’ve seen fans claim that it’s the FNDM’s job to “keep the show alive” (particularly in the light of #GreenlightVolume10), which… No, that’s not the fans’ job. It’s the job of the company who has been entrusted with this beloved IP, and said company has proven to be utterly incompetent on multiple occasions, which is unfortunate, but a sad reality for all those who love RWBY. And while Rooster Teeth has never directly said such a thing, they have certainly implied it and taken advantage of the existing sentiment within their fanbase, as well as their parasocial relationship with it (again, see #GreenlightVolume10 for reference).

To clarify, I’m not saying none of this would have happened if RT didn’t insist on making RWBY this big franchise (and biting off far more than they could chew in the process) – again, RT was far too notoriously incompetent at everything a company should manage – but I do think it might have played a role. It also isn’t an excuse for all the employee abuse. Again, what they should have done is downsizing the project, not inflating it further and further.

If I’m not somehow completely in the wrong (because IMO this just makes way too much sense to not be at least partially true – but let’s face it, a lot of this is just me connecting dots, and there is always a chance I’m connecting them wrong, even though I don‘t think so), then it kinda blows my mind that there are still people who believe in this scam. Though I will say, emotional attachment can do that to anyone. If anything, I’m honestly sorry that those folks lose something that means so much to them, and that false promises were made to them.

At the end of the day, the story of RWBY (the “franchise”) is twofold. It’s a story about an incredibly talented creator who passed away far too early, who was given the incredible opportunity to make his dream come true. It’s a story of people he trusted taking up his torch, and maybe getting lost in the dark along the way. It’s an inspiring story regardless, and I hope to see it continued at a downsized scale so it can grow organically, preferably in the hands of an indie animation studio like Dillon Goo (🤞)

But it is also a cautionary tale to both creatives and companies who employ them, a tale about false promises, abuse of both employees and fans, as well as how to not run a project. Don’t blow your thing out of proportion too early, don’t create a mock giant / metaphorical quasi-star. Let your ideas and projects grow and flourish organically and sincerely.