Technician Films’ Post

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View profile for Phil Botti, graphic

Creative Content EP | ex SVP, Head of Video Production, Content & Development - Atlantic Records

When I established the first official content department in the music industry, I was fortunate to work with inspired leaders who backed the vision with significant investment. Millions were spent crafting short-form programs that spoke to the ethos of artistry and brand building. However, at the time, 95% of artists were resistant to creating video content for a relatively unknown platform, namely YouTube. To them, Broadcast TV was still the pinnacle of exposure. Despite the challenges, we forged ahead, took risks, and changed an entire mindset in less than a year. Content became king. But at some point, when did it become noise? Over the past few months, I've engaged in insightful conversations with content creators and brilliant marketers across various industries—music, fashion, film, advertising, and even finance. While diverse in their backgrounds, they all share common concerns about content creation. Today, I'm excited to kick off Craft Content, A series dedicated to unraveling the intricacies of content creation and marketing. Dropping the Ball The Devaluation of Content: 7 Content Fails to Avoid in the New Year

Dropping the Ball

Dropping the Ball

link.medium.com

Tom Wells

Founder, Technician Films | 6x Emmy Producer & DP | Instructor, UNCW

6mo

Spot on with this. Lately I’ve begun to notice that I have transitioned from ignoring the noise to being quite annoyed by it. And the more noise an entity creates the more likely I am to actively move away from their offerings, almost out of spite for being so intrusive. Quantity over quality is the new version of a pop-up ad on my browser blocking what I’m trying to read.

Linda Ferrando

Marketing Senior Executive, Artist Manager, Consultant & Advisor. Media, Entertainment, Music Industry ► Expertise: Music Biz | Project Manager | Strategic & Digital Marketing |Artist Management| Social Media Strategy

6mo

😊 👋

Sheira Rees-Davies

Executive Producer at Scheme Engine

6mo

Quality should always take precedence over quantity - so true, Phil, we need to fight for the creative vision always.

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Tyler Seavey

Co-Manager for Daniel Seavey; Owner at Detours; Account Executive at Aspect Lighting

6mo

This article is so spot on and insightful. Thank you for sharing and hope you've been well!

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Great perspectives. Would like to learn more.

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Noah Gelb

Digital Content Producer at McKinsey & Company

6mo

As a member of that first official department - they were fun times - I am excited to consume this content.

Bring on 2024! This is your year Mr. Botti.

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Keith Jenkins

Market Manager at Duvel USA

5mo

Congrats to one of the best!

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David Miller

Managing Partner at Sevengrand Entertainment

6mo

Good luck with the new venture ✨️

Stash Slionski

Production Executive, Director, Cinematographer & Creative. Owner at Good Day Film. 3x Emmy winner

6mo

I remember it well 🙏🏽✨🎥🥷 Happy New Year my man.. let’s catchup

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