Business – Page 18 – Journeys of a Hybrid

December 31, 2009December 31, 2009

Closing out 2009

I walk every morning and regardless of the weather I go outside even for a few minutes, to get my bearings in nature. Today’s there’s a soft snow falling and as I stepped outside I saw a herd of 8 deer passing quietly through the woods.

Most days I take this time to think about the upcoming day but this morning I started to think about the past year.

Like most people I talk to, I can’t say this year has been the greatest financially, but I managed and I’m grateful for all the opportunities I had. And rather than stress too much about the down time, I channeled my energy into creating new work and a new website. The redesign of the website consumed more time than anticipated but things like that usually do. And to some extent it continues to be a work in progress.

The Delta Blues Exhibit — The Delta Blues Project

2009 was very rewarding for me in terms of my personal projects. My Delta Blues Project, which opened in 2008 at the Fullerton Museum, in California, was shown locally. Finally my friends and neighbors, who have heard me talk about my work over the years, could now come and see it on exhibition. Freedom’s Ride, a documentary about two diverse group of high school students who traveled from New Jersey to Alabama, retracing the Civil Rights movement, aired on various PBS stations and continues to be shown at educational venues.

I started writing – for myself and on commission. I have discovered that I love to write. I never would have expected that because I’ve always struggled with words and usually defaulted to communicating visually. But it’s the things that I struggle with that seem to give me the most rewards.

Locally in my town of 5000 people. I have become part of a small grass roots group called TAG. We are a non-partisan group that seeks transparency and accountability in our local government. My husband and I trained a small army of volunteers on how to operate a video camera so that they can shoot town meetings. Since May, our town meetings have been televised on our local public access station, MendhamTV. What a difference that has made as far as how the citizens of my town have become more involved in their community. I’m really proud of being a part of that.

It’s been a year of change and growth. Now on to 2010. Tomorrow is the start of a new year and along with that new hopes and dreams. But it’s really just another day – a day we can shape any way we want to.

December 29, 2009

Mistakes People Make When Starting a Video Production Business

They focus too much on the “tools” and not the “technique”. These days video equipment is relatively cheap. Therefore the entry-level bar has been lowered for video production. Learn your skill set and be unique – have your own vision or point of view that separates you from the rest.
They skimp on the audio, tripod and lighting. The camera is just one piece of equipment you need. You also need independent external microphones to be able to capture good audio as well as a good tripod with a fluid head. If you’re going to be shooting indoors or doing interviews – you’ll need some lighting equipment. You can either go the route of hot lights or LED panels which are portable and cool but costly.
They forget about the editing and output. Shooting is one thing – editing it and getting it “out” is another. Learning to edit will make you a better shooter. You quickly realize in the editing room what you SHOULD have shot in the field.
They don’t diversify. This is important when first starting out. It will pay the bills and will help you get better at what you do. And it may also help you in find your niche.
They forget about marketing. Lots of people have equipment and even more people have great ideas but if they don’t promote their business, they’ll spend their days waiting for the phone to ring.
They don’t realize that business is about people – not just the tech. Work on your people skills and your business will flourish.
They don’t network. Networking of course is critical for getting new business. It’s also beneficial to network with other people in the video production business. Video production is all about collaboration, so it’s essential that you get to know shooters, sound mixers and editors. Join listserv groups and go to meet-ups in your area.
They under-estimate what a job will cost in both time and resources. There are many facets to video production – the shoot, audio, editing, music, graphics, motion graphics, scripts, voiceovers and delivery. If you won’t be facilitating all those facets – then you need to determine how much it will cost and present that in your estimate.
They don’t draw up a production schedule. This is essential to keeping a job on target. Make sure that each step of the project has a delivery date specified and signed off on.
They don’t realize that they are under insured. Many people coming from a still photography background don’t realize that their current insurance policy does not necessarily cover video production.

December 3, 2009December 14, 2009

Print vs Electronic – What Is The Future?

Just yesterday I was talking about the good and bad of social media and the potential pitfalls with time management. My routine each morning is to check for any news items on Twitter or Facebook or bookmarked blogs after catching up on my email. This morning there was one post on Facebook that caught my eye and was definitely worth the click through.

Via Mashable.com was Time Inc. Show Us Their Idea of The Future of Magazines [Video]. It was about how publishers are preparing digital versions of their magazines for the Apple Tablet. Apple hasn’t even officially confirmed they are working on this device. Embedded in the post was a pretty sophisticated demo of Sports Illustrated.

Amazing as the demo was – it had its critics. Check out Gizmodo’s post Time’s Manhattan Project Will Explode Like the Atomic Bomb It Is. The article questions how it’s any different from a web page and at ten times the cost. They state it’s pretty packaging but still stale and dead.

The future of publishing is an interesting debate. I suppose it really all comes down to how we the consumers want our information. What do you think?

November 23, 2009December 14, 2009

A Time of Opportunity

You can look in the rear view mirror and lament the past or you can get excited about the future. With all the gloom and doom in the photography business in this poor economic climate, I remain optimistic and see it as a time of opportunity. It’s tough to be an optimist in times like this but if you look back through history you’ll see that many businesses got their starts in bad economic times.

There’s nothing new about video but with increased bandwidth and the proliferation of mobile devices video is “hot” right now. In some markets like the corporate and institutional sectors, I’m seeing more of a demand for video. I’m hearing from traditional print graphic designers who are asking me if I shoot video because their clients are requesting it. Their clients want to add a video presence to their online communications that can be distributed internally and externally. And can also be spread virally through social media networking.

Editorial markets have expanded into video. Just about every magazine has an online presence and nowadays it’s not just a regurgitation of their print edition but a lot more. Take a look at NY Magazine or Zagats.com.

The travel market is ripe for video. When I’m researching a destination I like to get as much information as possible so if I can watch a 2 minute video – it usually hooks me further into that website to explore more and link to other sites where I can facilitate my travel plans. Many times videos made for online travel sites are repurposed and used at trade shows. Check out what Intercontinental offers as destination pieces about places where they have properties.

Of course there are hundreds of instructional videos and pod casts, and on the retail end there’s weddings and family biographies.

Even if you don’t shoot video or want to offer video to your clients, you may want to consider using it to promote your own business. A short web video about your business or your creative approach with some behind the scenes footage of you working provides added insight and information to potential clients.

These are just some of the areas I see opportunities in. I love to hear from other optimists where they think the opportunities are.

October 28, 2009December 14, 2009

Tools of Change and New Distribution

Up early again, my mind restless and spinning with ideas, thoughts and reflections on last week’s Photo Expo in New York City. Ironically this year’s Expo didn’t really reveal anything “new” for me in the way of new toys and tools of the trade. What was new was the obvious absence of Adobe on the exhibitor floor – a sign of the economic times? Or is it a sign of how the photographic business is shifting – from professional to prosumer?

While in NYC I took time to see Robert Frank’s exhibition “The Americans” at the MET. His beautiful images have stayed in my head and no doubt will provoke me to jump-start one of the many projects that continue to bubble to the surface in my mind. But there was one thing I read in context of the exhibition and that was a statement made about the camera being a “tool of change” during Frank’s time. I started thinking about that and realize that the camera, whether it be a still camera or a motion camera is still a “tool of change”. James Natchwey’s images are powerful examples of that.

What is radically different today is our means of distribution – of getting our imagery seen. No tool has the power to make a difference or a change if what it creates is never seen. I started thinking about the demise of newspapers and print in general and I was dismayed about the future and the still photos that may never be seen.

With the Internet and global distribution, the playing field has been leveled and democratized and anyone can share anything they create with the rest of the world – right? Maybe not – because ultimately the web is controlled. It’s controlled by what search engines find and how information is ranked. Listen to Eric Schmidt, Google’s CEO talk about the Internet of the future. Even Facebook now is deciding which friends will see our news feed. That default can be changed of course – but you have to be aware of it to change it. How many of us are aware? And I mean that in the broadest sense, meaning aware of what and how our information is delivered.

All the “free” content we get these days over the web excites us all. It’s great – but even free comes at a price. I can only hope that future generations will understand the underlying cost of “free content” and be aware of who is controlling distribution in this new paradigm.

October 19, 2009March 30, 2010

Converging Technologies and Photo Plus Expo 2009

I’ve been attending the Photo Expo for as long as I can remember, back when it used to be at the old Convention Center at Columbus Circle. It changed over the years, growing in size, moving to Javits and now shrinking, taking up ½ the floor space it used to. That could be yet another sign of the economy, or how the photographic industry has changed over the years – or both.

This year is the first year there will be a Video Pavilion, where manufacturers can showcase their products and attendees can get a glimpse of how the converging industries of photography and video continue to change the paradigm of how we deliver our visual message.

Another profound change on the floor this year is the absence of the Adobe booth. I can’t remember a time when Adobe has not been an exhibitor at Photo Expo. Has the economy played a part in that – or is it another sign of changing times in the photography business?

It will be interesting this year to observe who is exhibiting and what the new “cool” tools are? Like last year when Canon displayed their first hybrid camera the 5D – a still camera that also shoots video – their booth, along with Nikon will be the “main attraction”. Video continues to be the hot topic.

Gone are the manufacturers of lab equipment, along with the last vestiges of film. Gone are Apple and Adobe – maybe next year? Or will next year look more like NAB”s (National Association of Broadcasters) show in Las Vegas as we continue to move from ink and print to electronic delivery?

October 8, 2009December 14, 2009

The Business of Video

The “business” of video encompasses a lot of things – your marketing strategy, your cost of doing business, your skill set needed to survive in business, your management of employees or outside contractors and paperwork. For now I’ll speak to paperwork and how critical it is in communicating with clients.

A paperwork trail starts with an estimate for a job and I don’t take the process of estimating lightly. I try to get as much information that I can when a client comes to me and asks me to bid on a job – or asks me to provide an estimate for a job I’ve already been hired to do. I keep a database of past SOW’s (Statement of Work) to use as references. While every job is different, I use these archived SOW’s as a starting point.

In addition to estimating the costs of crew, equipment, location needs, pre-production and post-production, I clearly state terms as well as a schedule for post-production – including client response time and completion dates.

Terms – Here is where I state rights and “usage” of the finished product – where will it be used and for how long. I also spell out payment terms, cancellation fees as well as provide an accurate description of exactly what I’m going to deliver. For instance:

10-minute video to be delivered on DVD and compressed files for the web.
One day shoot on location at………….includes 2 interviews and b-roll
Post production – edit will include x amount of still images – sized and digitally provided by client – logos provided by client– stock photos and/or footage – narrative (voiceover) track and music.
Payment – one third upon signed SOW – one third after shoot – and balance due upon delivery of final product.
Cancellation terms and fees
Change fees
How many edit revisions are included and the additional hourly editing costs if more revisions are needed.

Schedule – This is extremely important in video production – a schedule sign off by the client that stipulates delivery dates for each part of the process. The reason this is critical is that if the client delays things on their end – it’s clearly understood that the rest of the schedule gets extended in terms of deadline dates. Otherwise if your client needs their boss to approve things and their boss has an unexpected out of town trip come up – thus delaying the process – you won’t be left with half the time you need to deliver the final product. Example of post production schedule:

Aug. 31 – Script approved by client
Sept. 1 – Casting reel delivered to client
Sept. 7 – Talent decisions made by client
Sept. 20 – Shoot date
Sept. 25 – Voiceover recorded
Sept. 26 – All logos, graphics and still images provided by client
Oct. 5 – Rough Cut delivered to client for review
Oct. 12 – Any edit changes noted by client and communicated to production house.
Oct. 19 – Final cut delivered.

Lastly here’s a link to AICP (Association of Independent Commercial Producers) with examples of bid forms and contracts that are helpful in terms of bringing to mind all the things that should be covered in your SOW.

June 15, 2009December 14, 2009

Marketing Yourself with Video

Video can be a great way to market yourself and your business online. It has become easier and easier to upload or embed video to your website http://tiny.cc/Ymuj8 and your blog. In additon, video host sites like You Tube or Vimeo allow you to upload and share your videos and let you create your own TV channel. http://www.vimeo.com/kellymooney/videos You get the value of people sharing your video virally and referring others to it. You can also create a link back to your website or blog.

With that said, you want your video to call attention to your business and be consistent with your brand. It needs to be entertaining or informative and relevant to your target audience for it to be noticed and shared. The quality has to be decent enough to get your point across and if your business is a creative one like photography or video production, good quality is a must.

Your video can be about yourself, how you work and can show you in action. Photographer Chase Jarvis has a nice promotional video on his site. http://tiny.cc/NacGq And depending on your target audience – it can be instructional. The video should be short – less than 5 minutes and engaging. You want to make people remember you and come back to your website or blog.

With all the new tools like the latest iphone and the Flip, creating videos for blogs and emails has never been easier.

May 22, 2009December 14, 2009

Competing With Free

A lot of old sayings come to mind. “You get what you pay for” or
“The less one pays, the more they expect” are just two that come to mind.

Yesterday I read in the trades that a new stock photo agency had sprung up and the content was free. I’m guessing the business model has their hopes on making revenue from online paid ads. But it was interesting to note that the owner said his company’s biggest problem was getting free content. Gee, I wonder why.

If anyone thinks that giving away content or services in hopes of getting paid gigs down the line – well then I have a bridge to sell you. That dangling carrot is as old as the hills.

Now I’ve done a lot of pro bono work in my life and will continue to do so – and it has always brought returns – many times monetary ones. But I have never given something away for nothing because someone tells me that they will pay me in the future.

Think about it – why should they pay someone who places no value on what they create. Lou Jones had a great reply when asked by a potential client to work for free on a job with the promise that he would be hired for future paying jobs. He responded by saying that he would do the paying job first and then in the future would consider offering some free services.
I thought that was a brilliant reply.

Bottom line – if you give it away – you are saying your work has no value.

May 20, 2009December 14, 2009

The “just” Word

I’m beginning to hate the “just” word. “Why does it take so long-it’s “just” a picture?” “We “just” need a 3 minute video for You Tube – my kid does them all the time”.

Technology has changed our lives and certainly my profession in many many ways – both good and not so good. It has enabled me to produce and shoot documentaries and get them seen globally, when 5 years ago that wasn’t possible.

Technology has also made the greater public think that creating content is “just” so easy – a kid can do it. Of course that is true because kids do it all the time – look at You Tube and dozens of other video hosts. While every now and then quality and skill doesn’t matter if the message or story is so strong that inferior quality hasn’t compromised them, most times the message doesn’t come out because of the poor quality.

But when a client doesn’t even think about the skill set a professional brings to a project because it is “just” so easy, even a kid can do it – it not only demeans the process – it can actually do a great disservice to their brand. Most times, they realize this but it’s too late.

I have started giving workshops to still photographers who are interested in adding video to their skill set. The ones who will benefit are the ones who realize that it’s not “just” buying another tool. But like anything else – they must cultivate and learn their craft because everything isn’t always “just” that easy.

I wish it was “just” that easy. I wish that I could take back the angst that “video issues” have presented to me over the last 10 years. I wish there was a switch that I could flip that could make me something I want to be without putting in the effort – but there isn’t. But when I hear that “just” word – I take a deep breath and tell myself – they “just” don’t get it.