Becoming Specialized in a Field...

Daniel J

Daniel J

Well-known member
I have a general videography business aiming to just get into the video market. This means weddings, bar-mitzvahs, business, etc. It is not even at a place where I can do it full time...yet

This is here: http://www.pandamotion.com

I would like to specialize in editing & motion graphics (& eventually just motion graphics). Obviously advertising for wedding videos at the same time pitching motion graphics is not going to land me an intel or nike gig. I have seen others just create a totally different company/image/website and direct others there who are interested in that specialized work.

How would you go about this? I already have a sketch website up, but would like more feedback before taking the plunge. Thanks in advance

This is here: http://www.pandamotion.com/DanielJ/Main.html
 
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Daniel J said:
I have seen others just create a totally different company/image/website and direct others there who are interested in that specialized work.
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It debends on your market, and your clients. Originally I developed 235 Studios, LLC (www.235studios.com) as a production company, which I still have some regular clients that i do the full production work for. But my main passion, and skill is in cinematography- which is what i want to specialize in (www.ryanewalters.com). The Portland Market is VERY small- there are a few production companies here in town that do the majority of work for Nike, Intel, Epson, the car commercials, etc. I am no where big enough to compete for those jobs, nor do I want to. I would much rather specialize as a cinematographer.

If I were to go to these companies and hand them my business card for my production company, and say hey I'd love to shoot something for you- they would pass on me, becuase I am seen as competition- even though I would not take any work from them, as I do not want to be producing those spots- I just want to be the cinematographer. If on the other hand, I hand them my reel, and card that has my DP work on it, they are much more receptive to hiring me, as I am no longer seen as competition. This has proved to work really well for me, as I am getting hired for more and more DP jobs, and less for the producing end of things.

In the end it is all about relationships. This is (PDX) a small town, and everyone likes to work with people that they know. So getting to work on the big shows requires that you know someone. So it may take sending out your editing reel, it may take working as a PA for the larger production companies, or doing an internship. There is a guy I know who got in by volunteering to sweep floors at a production house, and he then worked his way up and now is in the marketing department. (Which is where he wanted to be.)

Anyway, it all comes down to perception- if people go to your site, will they think that you are compitition, or will they see you as an asset? You may be able to use your current site to get where you need to be. I opted to start a different site, and start fresh for my DP services- which has worked for me. That may or may not work for editing, I do not know .....
 
I have made alot of connections in Portland already and I think you are on to something Ryan. That is why I often find myself in your footsteps. I think I am going to press on with this other website. This last month or so since I have been really trying to make connections with my editing/motion graphics reel has given me alot of connections. I have already been offered motion graphics work for any future projects by one of the highest coporate producers in the area. I have another meeting tomorrow with a company that appears to be large enough to even hire someone like me onto their crew. We'll see.
 
Daniel J said:
I have made alot of connections in Portland already and I think you are on to something Ryan. That is why I often find myself in your footsteps. I think I am going to press on with this other website. This last month or so since I have been really trying to make connections with my editing/motion graphics reel has given me alot of connections. I have already been offered motion graphics work for any future projects by one of the highest coporate producers in the area. I have another meeting tomorrow with a company that appears to be large enough to even hire someone like me onto their crew. We'll see.
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Congrats- that is the way to do it. :)
 
The reel on the new site opens with your current branding which emphasizes your wedding and event busienss. If you want to grow past wedding and event work don't advertise that part of your business.

The biggest problem with the new site is the way you've titled yourself - Apple FCP Editor & Adobe AE Artist. Including applications in your title is a rookie mistake. It shouts out loud "look at me I'm an amateur". Woo Hoo! You use Apple FCP and Adobe After Effects, you're special, it's just you and the other 3 million people that use FCP and AE. Experienced editors and motion designers describe themselves in simple terms, such as "editor", "motion designer" or "editor/motion designer". Don't define yourself by your tools. An artist is defined by his reel and his reputation.

You have some good work on your reel - you just need a lot more of it. A bit too much from a small handful of projects. It would be better to show a larger variety of work cut much tighter. Keep at the the hard work and keep adding to your reel, you'll get there. Also, when you build up enough work you should have seperate reels for motion design and editorial - 2 different skill sets and 2 different types of reels.
 
Thanks a lot milksac. I gave myself away did i...? Yes I am, comparably, an amateur and I will take your advice.
 
Great advice guys,
I tried to go the motion graphics route years ago and realized that after years of study, at least here in L.A., I was getting blown away by the motion graphics geniuses.

As an assistant editor, I swept floors for 8 months (for free) before getting to touch an avid system. It is a tough and fast paced system, which does not allow for much on the job learning.

So I switched to film compositing, very similar to mo graphics and many of the same tools, now after 7 years, it is my bread and butter. http://briansmallwood.com/

The stability from this career has allowed me to venture back into editing and creating my own production company for shows that I wish to create. http://proroadaccess.com

Ryan's great advice will make me re-look at that structure so as not to chase away any future editing or shooting work.

Milksacs advice on knowing tools is good also, as a compositor, I am expected to know all of the available systems and be ready to learn proprietary ones right away

Brian
 
It takes a LONG time to specialize, with lots of overall work in the meantime. It will take you years to build a client base, network with other people who would work w/ you to break up projects into specialised functions, and build your reel to really impress potential clients.

This will all takes months and years of just working on everything you can and putting the best into your reel.
 
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