First, before pitching the project, Harding already started working on his idea (demos, not memos). He traveled around the world to record his “unique” dance in several countries and posted those clips to his blog. At the end of his trip, he cut the clips together and created his first video, a viral sensation. According to Harding’s site, Stride gum approached him after the first video ran and asked if he would be interested in creating a second video. This time, Stride gum paid for him to travel to 39 different countries over the next six months. After Harding returned home and completed his second video, he pitched a third video that would include people dancing with him (the version shown above).

To me, this seems like the smartest way to approach freelance journalism:

1) Prove you can do the work
2) Pitch the idea
3) Come back for more

Now, if Stride gum is willing the pay for Matt Harding to travel 39 countries for a YouTube video, why wouldn’t they pay for high-quality journalism? Major companies appreciate great storytelling just like any news organization. If journalists approach the right companies, I think they could be equally effective in getting major sponsorships for innovative multimedia projects. It’s a realistic way to finance high-quality journalism by partnering with the sponsors who can supply the resources.