Having an online presence today is almost a non-negotiable extension of what creative professionals do offline. A witty tweet, an Instagram teaser or a YouTube clip giving a sneak peek into what's coming up are all part of the paraphernalia, so to speak, of being an artiste. The world of stand-up comedy is no different. In fact, the phenomenon of videos going viral owes its existence — to a great extent — to clips of comedians commenting on current affairs, or adding a funny spin to evergreen themes. For those of us whose regular dose of entertainment includes attending a stand-up performance, these videos have more of a recall value. But for those who don't, such clips are a window to an artiste's brand of humour — and a potential invitation to watch him/her live in the next gig.

That's why stand-up videos are serious business, which more and more comedians are realising the importance of. This perhaps, explains why instead of recording a routine performance, artistes now have dedicated, often ticketed, recording sessions, clips from which then go up online. But performing live lies at the core of stand-up. So, how long do artistes wait before they feel a part of their material is YouTube-ready, considering they are vying for the attention of viewers who are spoilt for choice and have the attention span of a goldfish? And how do they navigate the fine line between putting things up online to increase visibility and saving the real deal for the actual performance?