Technician Films reposted this
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
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Quality should always take precedence over quantity - so true, Phil, we need to fight for the creative vision always.
This article is so spot on and insightful. Thank you for sharing and hope you've been well!
Great perspectives. Would like to learn more.
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.
Congrats to one of the best!
Good luck with the new venture ✨️
I remember it well 🙏🏽✨🎥🥷 Happy New Year my man.. let’s catchup
Founder, Technician Films | 6x Emmy Producer & DP | Instructor, UNCW
6moSpot 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.