Angela Guice
Founder/Executive Producer
NuContext

 

What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?

For us the key lesson of 2020 was adaptability and staying positive in the midst of uncertainty – where there is a will there is a way. We realized quickly after the production shutdown in March that our clients needed a solution for filming. Instead of waiting for production to open, we immediately got to work and pivoted from in person production to inventing our NuContext remote filming system. By April we were helming dozens of shoots a month, and even landing new clients using this new technology. Being solution oriented, nimble and quick to react are all qualities companies needed during the pandemic and given the changes our industry faces during “normal times”, these qualities are sure to be at the forefront as we navigate a post-pandemic production landscape.

How will the events of 2020–from the pandemic to the call for social and racial justice–impact the content you create and/or the way you work?

There are so many incredible voices and talent that just need one person to say “yes” and give them the opportunity and exposure. As a 100% female owned company, NuContext has always valued representation both in front and behind the camera, and we are thrilled that the industry is catching up! We are committed to producing work that cultivates an inclusive and nurturing space for the people creating it, and have a long standing policy to hire a minimum 20% female & BIPOC crew and post production team members with an emphasis on key crew and leadership positions. We are incredibly excited to work with and amplify the next generation of BIPOC talent to succeed in our industry by taking part in the AICP led #doubletheline pledge, supporting organizations like Made in Her Image and sponsoring an internship program with HBCU Southern University, Baton Rouge.

Gazing into your crystal ball, what do you envision for the industry–creatively speaking or from a business standpoint–in 2021?

The industry has shown that even through the most tumultuous of times, we are resilient and flexible. When we couldn’t be on set, we went remote. When the health and safety of crew and talent were necessary, we all became overnight safety officers and amateur epidemiologists. There is no doubt we will continue to be tested in our creative approach to production in 2021, which we are already experiencing with the current production “pause” here in Los Angeles. Agencies, clients and production companies will have to continue to innovate with technology and creative solutions in an environment where anything can happen.

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