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The Business of Video Production

Sam Prigg, "Head Wabbit," White Rabbit Productions

Sam Prigg, the "Head Wabbit" at White Rabbit Productions in Salt Lake City (www.whiterabbitproductions.com), has never taken himself too seriously. I enjoyed working with him when he was a news photographer at KSL-TV in Salt Lake City. His skills landed him numerous weekend freelance assignments from networks and corporations.

He turned that sideline business into what has become one of Utah's most successful video production houses. His clients include Disney, 60 Minutes, Dateline, and other network shows. During the 2002 Winter Olympics, he had eight crews working full-time for folkssuch as Jay Leno, David Letterman, and MTV. His "statues," as he puts it, include Emmys, ADDYs, Tellys, DuPonts, and "Most Improved" in bowling.

The shift from employee to employer had some rocky moments. Sam learned a few lessons along the way and passes them along here so that others venturing into a video production business might not make the same mistakes:

• Educate yourself about business Insurance, taxes, bonding, business plans, advertising, equipment purchases or leases, office space, phones, faxes, furniture, marketing, pricing, invoicing, bad debts, good demo reels, production schedules, contracts, the IRS, accounting, hiring freelance workers, firing freelance workers, security, and credit. It's no surprise that most small startups fail after a few years.

• Partner up if you must, but be aware of the ramifications Dissolving a partnership can be like getting a divorce. Put your expectations in writing, spell out the roles each partner will take, where the money will go, and be prepared to review the contract frequently.
  

• Don't put all your eggs in one basket Early on, one client accounted for most of my work. Then the client's company got sold and everything stopped. It took two years of scrambling before I felt comfortable again. The time to do your marketing is when you're busy with the project that you're currently working on.

• Figure out what kind of video production company you are When I started out I planned to produce everything: commercials, documentaries, news, corporate videos, sports, and school plays. It took a long time to discover our niche. Once we figured that out, it was easier to focus our marketing and purchase the right equipment.
  

• Create a demo reel Your demo reel represents who and what you are. It is your most valuable marketing tool. You need to make a favorable impression in the first 30 seconds. Gear your reel for your target audience and have it quickly demonstrate your core values. Our reel has helped us get lots of jobs.

• Educate your clients Help your clients identify their target audience and the audience members' attitudes about the subject. Then outline the dozen or so steps involved with most productionsconcept, writing, storyboarding, casting, location scouting, crew, equipment, production shoot, narration, editing, graphics, and music.
  

• Don't burn a client If you make a mistake with some clientsbad lighting, poor composition, arriving late, faulty equipment, dead batteriesthey might forgive you once. TV networks are less forgiving. One mistake and they won't come back.

• Adapt to change, because things will change Stay up on the newest trends in equipment and technology, such as new recording formats and delivery systems. They can change the way you do business. Subscribe to technology magazines and join an industry organization such as the International Television Association for its conferences and seminars.

• Decide what to charge A two-person crew using Betacam SP cameras, professional audio equipment, extensive lighting, and grip equipment can get about $1,500 for a 10-hour day. You can charge additional fees for the use of a wide-angle lens, matte box with filters, specialized lighting, and other production tools. Beginning photographers can usually charge $350 to $550 a day for a mini-DV camera, a small lighting package, and a selection of microphones.

• Consider working for someone else It's easier and much less expensive to work for the kind of company you would like to become. Perfect your techniques and broaden your knowledge. Once you better understand the market and find your niche, branch off on your own. Our company is always looking for a photographer with a good eye as well as audio techs, gaffers, grips, teleprompter operators, writers, producers, and just about anyone else who can help make us look good.