|“American Pickers”: The Inside Story of the History Channel’s Surprise Hit|
|Written by Jeff Ignatius|
|Wednesday, 17 March 2010 06:12|
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In the American Pickers episode "Back Breakers," Mike Wolfe is donning a bright-red T T Motor Home Club jacket with the name "Louise" embroidered on the front.
The jacket is an "ice-breaker," a term that Wolfe and picking partner Frank Fritz use to describe an item that they don't really want but buy anyway as a way to warm up a reticent person to the idea of selling their old stuff.
It's a charming bit in the History channel's first-season reality-series hit, because it shows that Wolfe and Fritz aren't afraid to look foolish or silly. And Wolfe seems to enjoy wearing that jacket.
But it also works because it teaches viewers about how picking works. We learn the nuances of scavenging, and how they get people to part with the objects they've collected over decades. "We're like psychologists for people and their stuff," Fritz said on the show.
Pickers has myriad appeals. On the funny side, Wolfe buys a long-unworn leather coat that has condoms in the pocket and shares a laugh with the previous owner.
The negotiation game can be both enjoyable and instructive. One seller has such a keen sense of what his collectibles might fetch that Wolfe and Fritz try to offer him a single price for all the stuff they want; he keeps track of their piles, though, and outsmarts them.
And then there are times when the pickers screw up and learn something themselves. The pair spends so long rummaging through the barn of a 92-year-old man that he loses any interest in selling to them; the two immediately recognize that they were so excited about what was in the barn that they didn't respect their host's time.
"The show is about modern-day treasure hunting, that you can still do it," Wolfe said. "And the show is about ... looking at things with a different eye." And it's informative about the histories of the featured objects, in the form of commentary by Wolfe and Fritz, and facts that pop up on the screen.
There's also a human-interest angle to American Pickers. Some people might like the easy rapport between Wolfe and Fritz, who have known each other since eighth grade.
But Wolfe thinks the fundamental appeal is the people they meet and the objects they've collected. While buying is the thrust of the show, American Pickers spends plenty of time on the interactions between the picking pair and the folks they encounter, many of whom talk about their families and their histories. One woman shows a car that her husband bought to teach her to drive; she never learned, she said, and the car sat untouched in a barn for four decades. Talking about the show's debut, Wolfe discussed 88-year-old World War II veteran Leland rather than what they bought from him: "He was the treasure. He was the star of the show."
He added: "I wanted to tell the story of these people that had the items, and I actually wanted the item to have a voice, too, in some ways." And as he says in the closing of the show's introduction, "We make a living telling the history of America one piece at a time."
When American Pickers debuted on January 18, it got a lot of press in the Quad Cities, with Wolfe and Antique Archeology office manager Danielle Colby-Cushman living in LeClaire and Fritz based in Davenport.
But at the time, nobody had any idea that it would be a monster Monday hit for History when paired with Pawn Stars. American Pickers debuted with more than 3 million viewers and this month has approached 4 million, placing it among the 20 top-rated shows on cable. Those two shows and Ax Men pushed History to a stellar February. "This is the first time in history the network has ranked top-five in all four adult and men 18-49 and 25-54 demo[graphic]s in any given month," History said in a press release.
In the past few weeks -- as the show wound down its 10-episode initial run and approached shooting its 26-episode second season -- the three stars of American Pickers talked with the River Cities' Reader about the show's success, history, and controversy.
Five Years in the Making
Like Pawn Stars, American Pickers mines the drama of bartering, seeing if buyers and sellers can find common ground. But while Pawn Stars by its nature focuses on people who want or need the money, Pickers deals with people who are often hesitant to sell. The dynamics are different.
"This is really one of the sides of the [bartering] business that no one's seen," Wolfe said. "The pickers' story's never been told."
The episode "Super Scooter" shows how the pair works together. Wolfe is nearly drooling over a Vespa Ape scooter. The owner wants $5,000 for it, and Wolfe offers $4,500 -- which is rejected. Fritz halfheartedly offers $150 for a bike but quickly rolls over for the $200 the owner is asking; he's trying to soften him up for Wolfe. But then Wolfe's offer of $4,800 is turned down, and he gives in to the $5,000 asking price. The tactic wasn't successful, but it shows the process. Wolfe offsets the transaction by selling the Vespa owner a sidecar frame for $600; he had paid $400.
Some "picks" are arranged in advance, and other times Fritz and Wolfe "freestyle," driving around the countryside looking for promising homes, yards, and barns. They bypass places where the grass is cut too frequently, or where there are new cars. Experience tells them those properties aren't worth their time.
Few people realize the amount of work that goes into the show. For the first season's 10 episodes, the pickers were on the road for more than five months, covering 20 states. Each 44-minute episode had 13 scheduled days of shooting, Wolfe said.
"I had no idea what I was getting into," he said. "We had no idea the grind it would be."
That sounds like complaining, but the reality is that Wolfe has been working toward this for five years, when he first bought a video camera and began recording his picks.
"Five years is a long time to work on something," Fritz said. "And without Mike's drive, we probably still wouldn't have it on there. He's a pretty persistent guy."
Colby-Cushman, who said she's known Wolfe for a decade, said she was skeptical of the show's prospects when she first heard the idea five years ago. "Because of the whole small-town mentality, I kind of thought, 'There's no way. There's just no way it could happen.'" I asked whether she thought Wolfe had his head in the clouds, and she replied, "He always does, but that's why he gets so far. He did it."
Wolfe can (and will) talk for half an hour on the winding road that American Pickers has taken from idea to hit series. The short version is that production companies and television networks were interested in the show but never pulled the trigger on it until History snatched it up last August and began shooting in early September.
"I had ideas, and ... I had all these great tapes ... ," Wolfe said, but he didn't have a concept. "It's like I had all these leaves but I had no tree."
Wolfe said he initially approached the young filmmakers of Bluebox Limited about editing his material, but they were too busy. They sent him to Justin Anderson, proprietor of Crazy Eyes Productions. Anderson said they met in 2006 and worked together for several years. "I was never interested in antiques, but I thought the idea of a modern-day American treasure hunter was very cool, and the piece we put together from the footage was so grungy and real -- like Indiana Jones meets Sanford & Son," Anderson wrote in an e-mail.
Wolfe would post the videos he and Anderson made on his Web site while working with various production companies and pitching it to cable outlets. Executives from Discovery, TLC, and Smithsonian all seemed game, but the closest the show got to airing was a development deal with Discovery. "That's for a network to throw a little bit of money at you, so they can sit on it for a long time so no one else can get it," Wolfe said.
He eventually gave the videos to Plum TV, a lifestyle channel shown in tony vacation spots.
Wolfe said that Anderson hated the Plum TV situation, but he said he wanted to get the videos in front of these wealthy, influential vacationers -- the type of people who could do something with it if they liked it. "Someone's seeing it," he said. "Who gives a shit if it's lying in a can on my desk?"
But then a TLC exec hooked Wolfe up with the Cineflix production company, which pitched (and sold) it to History.
Fritz's involvement is critical to the show's success, Wolfe said: "I always knew that no one was going to watch a show with just me sitting there talking to myself. So it was great that he and I [already] had the chemistry."
While Wolfe wanted to tell the stories of collectors and objects, reality television thrives on relationships with familiar faces. The key is to balance each episode's stand-alone stories with the main characters.
And the personalities of Wolfe and Fritz -- who are both in their mid-40s -- are balanced by Colby-Cushman, who is 34 and owns the Burlesque Le Moustache troupe. ("She's a really cool chick," Wolfe said. "And that's what I want people to see in here.")
"We're very real people," said Colby-Cushman, who began working for Wolfe when production of the show started. "We're just down-home folks. And we don't hide that. ... All of us have very strong personalities that are not easily contained. They have to do a lot of editing. They have to bleep out a lot."