Technological advances in communication and sharing information–cloud computing, mobile platforms, custom software, wireless networks–have brought about fundamental changes to the way we do business in the creative industry. As software engineers, we thrive on this type of innovation. We’re constantly seeking and building new technology solutions to help us enhance and improve the way we work, and the way our clients work.
Unfortunately, new technology is often perceived as replacing an existing invention and forcing the user to take up something unfamiliar. Acquiring new skills, changing behaviors and regaining a comfort with technology can feel threatening for those used to an established way of doing things, even if that way is inferior. So how do you encourage and ease technology adoption for those reluctant to change?
Within the creative industry, technology has made a telling impact on the entire business process, from sales to production to post. In fact, the software tools used for managing workflow and sharing digital assets have evolved considerably, driven by the growing demand from industry leaders for more features, more functionality, more customization and more integration.
New technology has fostered the design and development of software solutions that give production companies, agencies, music houses and other service providers 360º oversight to their sales activities, reel library, presentations, project workflow, web content and analytics. The ones in the creative industry using these platforms see them as mission-critical, redefining the way they do business.
Many users in the creative industry are hindered by what they view as the unrecoverable costs of time and money when learning new technology. But they are much more likely to accept and participate in technology change if they understand how it can positively impact their jobs.
Rich analytics built into the latest media management tools gather critical data on reels–when and if they were opened, viewed, forwarded, how many times, and whether a spot was watched partially or in its entirety. For sales reps, it’s valuable info about client tastes and sensibilities and helps them fine-tune their pitches and adjust sales strategies.
Additionally, users like producers, directors and designers can build comprehensive online presentations containing video, music, or document files, to boost collaboration with clients and give them opportunities to comment and approve projects on-the-go.
Because there are so many parties involved in creative projects, and therefore many important users, company leaders must convey a sense of urgency to get everyone to engage and adopt new technology. This means clearly explaining why change is needed, for example, to save time, to increase productivity, to decrease costs, to improve accountability.
Competition is fierce in the creative industry. Technology has significantly affected the big picture and makes change mandatory for organizations to maintain a competitive edge. The future prosperity of companies in the creative field will rely on tech-savvy professionals who embrace and leverage technology to their advantage.
–Brian Atton and Jay Brooks are founders/owners of Simian.
L.A. Location Lensing Declines In 2024 Despite Uptick In 4th Quarter
FilmLA, partner film office for the City and County of Los Angeles and other local jurisdictions, has issued an update regarding regional filming activity. Overall production in Greater Los Angeles increased 6.2 percent from October through December 2024 to 5,860 Shoot Days (SD) according to FilmLA’s latest report. Most production types tracked by FilmLA achieved gains in the fourth quarter, except for reality TV, which instead logged its ninth consecutive quarter of year-over-year decline.
The lift across all remaining categories came too late to rescue 2024 from the combined effects of runaway production, industry contraction and slower-than-hoped-for post- strike recovery. With just 23,480 SD filmed on-location in L.A. in 2024, overall annual production finished the year 5.6 percent below the prior year. That made 2024 the second least productive year observed by FilmLA; only 2020, disrupted by the global COVID-19 pandemic, saw lower levels of filming in area communities.
The continuing decline of reality TV production in Los Angeles was among the most disappointing developments of 2024. Down 45.7 percent for the fourth quarter (to 774 SD), the category also finished the year down 45.9 percent (to 3,905 SD), which placed
it 43.1 percent below its five-year category average.
The two brightest spots in FilmLA’s latest report appeared in the feature film and television drama categories. Feature film production increased 82.4 percent in the fourth quarter to 589 SD, a gain analysts attribute to independent film activity. The
California Film & Television Tax Credit Program also played a part, driving 19.2 percent of quarterly category activity. Overall, annual Feature production was up 18.8 percent in 2024, though the... Read More