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NEW IDEAS ABOUT OLD MODELS

Video production companies within organizations.

### Are You in a Hurry?

In the post, I discuss the growing demand for internal audiovisual production in companies and the importance of careful structuring to ensure the success of this movement. I highlight the need to have a specialist in the field, such as an experienced audiovisual producer, who can guide the team and optimize processes. I emphasize that it is essential to adapt the company culture to incorporate practices from the audiovisual market and to value the creativity of the fixed team, allowing professionals to feel motivated to innovate. Additionally, I stress the importance of understanding all aspects of production, including the relevance of audio, and suggest considering partnerships with established production companies to reduce costs and share resources. In conclusion, I assert that, with the right approach and appropriate partnerships, companies can stand out in the market and take advantage of the opportunities offered by digital communication.


Every year, research shows how video is gaining more prominence in digital communications, which is why many companies are increasingly investing in this type of content. With the rising demand and high production costs, many advertising and media agencies, along with their end clients, plan to establish an internal production area.


This movement has been happening for some time, and companies continue to seek ways to increase the profitability and control of their audiovisual productions, which are essential to marketing, while structuring their own video teams.


I have been approached by various companies with this intent, and I can guarantee that the desire to make it happen does not always resolve the case.


Therefore, I decided to share some of my thoughts about this process and what needs to be considered and matured before starting to structure a video production company within a business with different know-how.


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### Have an Area Specialist on Hand


If you have someone passionate about cinema or video in your company, you might think that this person is the best fit to lead this new project area, and I truly believe it’s valid for them to be involved. A person whose personal interests are met at work has a better chance of developing; however, that does not make them the best person to lead a project that requires investment and risks.


The ideal scenario is to have an experienced audiovisual producer who can act as a consultant or become a long-term collaborator in developing this area. This can save you unnecessary expenses, as they have the knowledge to evaluate the cost-benefit of each step without needing to "experiment" first. Look for someone who has experience in the format you intend to produce most frequently; this way, they can help prevent many wrong decisions.


An executive producer with a creative bias can help you choose the right team and equipment for your type of production and clearly assess how many full-time employees and freelancers you need to execute your project at each stage.


Moreover, a good producer will be able to define the best path to follow based on a predetermined budget, which is essential when venturing into a new investment, right?


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### Consider Adapting Your Culture, at Least at the Points of Contact


Structuring a video production process brings an already established market culture into the company. The audiovisual market is not like the music market, nor does it resemble the food products market. That said, you need to be prepared to learn and adapt a hiring culture, payment practices, and interpersonal relationships that may be quite different from what you currently practice.


Of course, it is possible to adapt processes to create a middle ground between what you previously did and what you will now do with the new area, after all, it is your company that will manage this service. However, believing that it is possible to impose your established management methods in an area with a different culture will likely result in high staff turnover and inferior service quality.


This attention applies not only to the new team but also to the existing one. Many things will be new with the creation of the new area, and it’s important that everyone views and contributes to this as a way to facilitate day-to-day work, rather than as something that will further burden those already present.


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### Value the Creative Potential of Your Fixed Team


Audiovisual work, in nearly all its functions, involves a lot of creative and artistic thinking, even when you are working with marketing and advertising. Thus, it is important to understand what motivates an audiovisual team.


If you treat your team as a production line for videos that you already know how they will be, I regret to inform you that few audiovisual professionals will feel motivated to continue for a long time.


Let them know your objectives and give them space to create new languages and concepts; encourage the search for new references constantly, and share yours as well. This way, you will achieve the best possible audiovisual product while still allowing room for growth and innovation.


Valuing the fixed team also involves understanding that once a professional has a solid portfolio of work, whether developed in your company or outside of it, the chances of them being sought after for freelance projects increase significantly. Therefore, there will always be competition for talented and creative professionals. Consider this when formulating your work environment, benefits policy, opportunities for growth, and, of course, compensation. Thus, even with the allure of higher profits, many will still prefer the guaranteed salary over the ups and downs of freelance life.


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### Understand Everything Involved


Producing audiovisual content can range from something very simple that you can do with your phone to requiring a variety of specialized professionals to make it happen.


When you want to reduce the team size while increasing the production scope, things usually do not go well. Either the quality drops significantly, or the execution time makes the project unfeasible.


My experience tells me that the more you invest in specialized professionals for each area, the better the quality of the final product will be. I believe this is the case in all fields.


My colleague Maurício Madureira, an audio producer, reminds me of how often sound production is undervalued and considered less essential than we would like. As the name suggests, an audiovisual product is a combination of audio and video, and both hold equal weight in quality. Think about this before having your editor mix the sound track or sound design a project.


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### Consider Having a Fixed External Partner


Before diving headfirst into a new area project that requires investments in a fixed team, space, and equipment, I always like to return to the beginning and clearly assess the objective of this structuring.


Many times, what a company wants to achieve can be accomplished through a kind of "joint venture" with an established production company.


If you have similar business philosophies, it is quite likely that the partnership will be fruitful, as formal exclusivity in content production in the medium and long term can significantly reduce the investment of each project and save on direct team management and other structural investments since a production company has likely already invested in space and equipment.


Paying more attention to your audiovisual production is certainly a sign of a mature company that recognizes the benefits of this type of communication in the current moment, engaged with the evolving possibilities of social networks and various forms of digital communication. If you have the right partners, this is an endeavor that will undoubtedly generate new profits and increase your chances of becoming a reference in your market.


To achieve success more quickly, it’s necessary to invest time in understanding the market you are planning to enter or have a reliable partner who can do this for you. Only in this way will you have an effective and solid area to serve your communication needs.


Let’s go for it!


Want personalized help? Get in touch, and let’s talk!

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