‘Hazbin Hotel’ Is a Childhood Dream Streamed Out to the World

On Oct. 28, 2019, the animator and YouTube personality Vivienne Medrano celebrated a milestone: the release of “Hazbin Hotel,” a 30-minute pilot for an animated musical-comedy about a rehabilitation program that aspires to help Hell’s repentant demons get to Heaven.

Produced and directed by Medrano and brought to life by a team of several dozen freelance animators, the pilot was self-financed with contributions from Medrano’s Patreon subscribers, who helped support her and the project with monthly donations during the episode’s more than two-year development process. When she finally uploaded it to YouTube, Medrano was both relieved and excited — it felt like the culmination of something a long time in the making, and she was eager to show her work to her small but dedicated group of fans.

She was not prepared for what happened next. Almost immediately, the video went viral, attracting fans of adult animation, Broadway musicals and ribald comedy who, based on the comments and other online reactions, were charmed by the project’s original voice and punky, carefree style. Within months, it drew tens of millions of views and sent Medrano’s Patreon subscriptions skyrocketing; admirers coalesced into an ardent fandom that generated fan fiction, tribute art and elaborate costumes. (As of late January, it had nearly 95 million views.)

“I’ve been an artist online basically my whole life, and I had an audience,” Medrano said in a phone interview earlier this month. “But when the pilot came out, it just exploded — there were so many people so fast and so suddenly. It became this massive hit in a way that I never expected.”