Latest / Gimbal Podcast / Meet YouTube’s Most In-Demand Producer
Transcript
- 0:00My hot take for YouTube is, if you think you can win alone on a good idea, you're wrong.
- 0:06Why do you think nobody else does this?
- 0:08Good execution is the secret to success.
- 0:11I'm one of the leading experts in all things production.
- 0:13I've worked with Mr.
- 0:15Beast, BuzzFeed, Kai Sinat, Law by Mike.
- 0:18Rayma, I am so excited to speak with you today because, firstly, you've just got so much energy, but you've also got so much credibility in this industry.
- 0:26How did you get hired at Mr.
- 0:27Beast?
- 0:28Mr.
- 0:28Beast.
- 0:28I literally just applied.
- 0:30They accepted the application at the same time I was already starting with BuzzFeed.
- 0:35So I said, hey, this thing is just a three-month contract.
- 0:38Let me call you back in three months.
- 0:40Two months into my contract, BuzzFeed lets me go because their entire main channel just discombobulates and blows up.
- 0:47I call that same recruiter at Mr.
- 0:48Beast back.
- 0:49Hey, you guys still looking for somebody?
- 0:51They said, we're not looking for anyone on main channel anymore.
- 0:54What if you were a producer for this new TikTok team we're building?
- 0:58And at that time, I did not have TikTok downloaded my phone.
- 1:01I knew nothing about shorts.
- 1:03I barely knew what a short was.
- 1:04And I said, oh, yeah, I love TikTok.
- 1:06That's so amazing.
- 1:07I would be perfect at that role.
- 1:09They fly me out to North Carolina.
- 1:11I just fake it until I make it.
- 1:14I pretend like I know these retention details.
- 1:17I try to learn and absorb as much information of what I could do to help.
- 1:21A strong producer is not only really, really good at logistics.
- 1:25Yes, we get the sumo wrestler.
- 1:26Yes, we get the location.
- 1:28Yes, we handle this insurance.
- 1:29But a good producer also knows good retention.
- 1:33And so at Mr.
- 1:33Beast, what I showed a lot is I didn't just get...
- 1:37the sumo wrestling dojo but i made sure hey does the floor of the dojo look super clear and simple to understand is this going to be a good visual hook for the viewers is the sumo wrestler we're getting is this the most interesting guy that i could possibly find and they saw that value and i think that's shying through more than any experience or why i was beating these other guys who have 20 some years of experience
- 2:02Within three months, they promoted me from producer to head of production for shorts.
- 2:07What's the difference between those two roles?
- 2:09The difference is a producer is man on the ground.
- 2:13They're getting the supplies.
- 2:14They're hiring the cast.
- 2:16They're doing whatever, whatever.
- 2:17Head of production is managing six projects at a time.
- 2:22Like...
- 2:22They have, you know, six, some producers reporting to them, each working on their own individual video.
- 2:27And you have me at the top head of production where I'm making sure all the wheels are spinning that we've thought through the problem of like, oh, my God.
- 2:35Oh, the government of Dubai doesn't want us to climb the Burj Khalifa.
- 2:41Rayma, can you get on the phone with them?
- 2:42Can you convince them on how to?
- 2:44It's very much like high level problem solving on multiple different projects.
- 2:49What does that mean as far as like how much content were you responsible for outputting?
- 2:54Everything posted between August of 2022 to August of 2023.
- 3:01And in that you have things like the most liked video on the internet, which is will you fly to Paris and get me a baguette?
- 3:08I love that video.
- 3:09Yeah.
- 3:09Yeah, we flew a kid to South Africa to Petachita.
- 3:15All of those videos from that period, I don't know what couple hundred or however many, me and my team were responsible for.
- 3:21I want to ask you this question.
- 3:22What happened at the Mr.
- 3:24Beast team if a video underperformed expectations?
- 3:28Did you continue to try and improve the video post-upload?
- 3:31We would have production meetings after on how could production have improved the casting or how could a production have made this background look more clean, which would have led to more retention.
- 3:41All of those retention data points are important for a producer to improve as well.
- 3:46Of like the content creation process, which parts were you or are you now like part of and then which parts are you not?
- 3:54Everybody's idea of what a role is, is completely different.
- 3:58So one YouTube channel might have a producer doing creative and editing and production.
- 4:03And another one might just have someone focus on the logistics.
- 4:07If I'm putting it in a pipeline, you have creative where the video is ideated.
- 4:11It's approved.
- 4:12It's written.
- 4:13That moves to production where I live, where I get a finished script.
- 4:18I'm going to figure out, okay, how much is this going to cost?
- 4:21Who, what crew do I need to hire to make it?
- 4:23What props do I need?
- 4:24What people do I need?
- 4:25What insurance do I need?
- 4:26What permits do I need?
- 4:27How can I schedule this out so we get as much done for as little as possible?
- 4:31We film the day.
- 4:32I pass all that off to the editor and I worry about the next project.
- 4:36And then you see it online and you're like, oh, yeah, I worked on that 30 days ago.
- 4:39And I'm so glad to see it's the most liked TikTok in the world.
- 4:43Exactly.
- 4:43Yeah.
- 4:44I know like at Mr.
- 4:45Beast, they do like per platform.
- 4:47But like, does that get repurposed in any way?
- 4:49It depends where a lot of times we will put something out that's just for YouTube.
- 4:55We'll put something out that's just for TikTok, something that's just for Instagram.
- 4:59And then you have multi-purpose content that could flow and succeed on all three of them.
- 5:03It just it just depends on the concept.
- 5:05And a lot of times those are completely separate teams where it's funny.
- 5:09Some creatives will just understand YouTube and YouTube shorts.
- 5:13And then you have some that really understand internet culture and what will succeed on TikTok and Instagram.
- 5:18What would you say is like the differences between each of the platforms?
- 5:22To me, the difference is TikTok and Instagram is a lot more, it feels like a conversational beast, almost of what is relevant and what can be shared or what is in the moment of pop culture or conversation.
- 5:39That's what succeeds on TikTok.
- 5:42Versus YouTube, it's very different where a TikTok that I made five years ago will probably not do well today because that trend or that experience or that conversation is past.
- 5:54YouTube, a lot of times the content that does really, really well is evergreen things where there's a lot of stuff I'm very, very confident about five years ago that if I posted it today, it would probably do just as well.
- 6:06Do you think there's a difference between like TikTok and Instagram?
- 6:08There is, but they're closer together.
- 6:12Like Instagram, the more shareable the content is, the more likely it'll succeed.
- 6:18Why that's still important on TikTok.
- 6:21It's less so.
- 6:22Is there a risk to actually posting something that's optimized for one social media platform onto another?
- 6:28I think it depends on where your brand is.
- 6:31Like if I were just starting out, I would post on literally everything because you don't know what might catch fire and where.
- 6:39And so versus established creator, if you know your brand on YouTube and what they like, some of the trends and concepts that you want to travel in these other platforms, we know it's a waste of time to post this on YouTube.
- 6:53It's interesting because I come from the educational side of YouTube and social media, and there are very few instances where posting something on Instagram is going to harm cross-posting it on TikTok.
- 7:03Because generally speaking, like the brands that I've worked with all talk about the same things on all platforms.
- 7:08So there's a lot of alignment.
- 7:10Maybe the audience is slightly different and there is some subtle nuances, but it's interesting to hear maybe in the entertainment space or maybe just in my neck of the woods, it doesn't make sense to post on YouTube shorts or it doesn't make sense to post on TikTok.
- 7:21But I get it.
- 7:22I get it.
- 7:23A lot of creators I work with, they have multiple teams.
- 7:27Like you have someone that specializes really good at TikTok videos or Instagram videos, and you have someone who's really, really good at what kind of content will work on YouTube.
- 7:37How did you communicate with those teams?
- 7:38Or did you when you were doing production?
- 7:40Were you talking to the YouTube team saying, how do we optimize this?
- 7:43How I would communicate is I'm someone who understands retention and data, but I also understand logistics.
- 7:49And so sometimes it'll be, hey, this $7,000 car crash that you want to do at the beginning of this short, it is not going to have the value add that you think it will where that money will make sense.
- 8:00And so a lot of times I'm saying, no, this is dumb.
- 8:03This is stupid.
- 8:04This is not worth the second cost.
- 8:06Because to me, from a production standpoint, and I'd encourage a lot of producers to think like this, if we have a set budget, let's say that's $10,000 for video, if we have an idea, Creative has an idea that's going to cost $30,000, my question back to them is not just a no that's out of budget.
- 8:22Is this going to get three times the amount of views?
- 8:24Because if it's not, why would we not just spend $10,000 on a concept we know will work?
- 8:29Those are a lot of my conversation is I have to be the responsible adult in the room.
- 8:34And also a producer is probably like the supervillain of any YouTube team.
- 8:39I'm serious.
- 8:40I'm serious.
- 8:41Because you have to say no to everyone.
- 8:44Like you have to say no to creative.
- 8:47We're not doing this.
- 8:48We're not going to have three cars for you to roll down a cliff.
- 8:50We're going to have two because you're only going to need one shot maximum, like two of those.
- 8:54You have to say no to the director on site.
- 8:57You got your shot.
- 8:58We need to move on or we're going to lose money on this project.
- 9:01You have to say no to your crew.
- 9:03No, I'm not going to pay you a million dollars for this project.
- 9:05These are the rates.
- 9:06These are the budget.
- 9:07You did this last time.
- 9:08Can you do this like this again?
- 9:10Yeah.
- 9:10I think like all the producers that are too nice are just not doing their jobs well.
- 9:14No, honestly.
- 9:15And that's the sad part.
- 9:17But you know what?
- 9:18When I worked at places like Mr.
- 9:20Beast and other places around that time, I used to be a lot more of a mean producer where I thought that's just how you had to get things done.
- 9:28But I realized that there's a way of, I call it gracious honesty.
- 9:33I tell people what's possible and not.
- 9:35But I give a lot of logic and reasoning behind it where it doesn't have to be anything personal.
- 9:41Did you ever say no to Jimmy Donaldson himself?
- 9:44Yes, I have had to.
- 9:46It's mainly just we don't have time for this or we have to move on to something else if you want to shoot blank.
- 9:52And that's most of the time with creators where you put it on their plate.
- 9:55I like to give ultimatums where it's like, hey, if you spend two more minutes on this $10,000 project, we have to completely cut this $60,000 project and this 100 person cast and crew that we have planned for 3 p.m.
- 10:10That probably wins them over.
- 10:11You probably get your way when you say it like that.
- 10:13No, it depends.
- 10:14You'd be surprised.
- 10:15And that's where a lot of producers that come from traditional entertainment, they're coming over and they're not realizing where the priorities lie with these creators.
- 10:24Because if we're working on this $10,000 bit or scene that all of a sudden the creator feels very confident this is what's going to perform the best.
- 10:33You'd be surprised.
- 10:34A lot of these guys don't care about leaving this the rest of the day that they spent tons and tons of money on.
- 10:39And I've learned it's not my decision to make.
- 10:42I can only present to you what the situation is.
- 10:46You make your decision.
- 10:47Okay, so you manage like time budget and money budget.
- 10:51Yeah, I think people don't realize the value in that.
- 10:55Like I think a producer is the unsung hero of YouTube in any industry.
- 11:01My hot take for YouTube is a good idea is not the most important thing.
- 11:05Good execution is the secret to success.
- 11:08You could have the best idea in the world, right?
- 11:12We just produced a show.
- 11:13The first episode just came out.
- 11:15It's called Milkmaid.
- 11:16This show idea was, hey, let's have a professional female basketball player challenge all the cocky guys that think they could be any woman in basketball.
- 11:25Amazing show.
- 11:26Amazing idea.
- 11:27That show would not work.
- 11:28The first episode, brand new account has 1.5 million views on Instagram right now.
- 11:33That show would not work if we did not cast the right person.
- 11:38You know, I spent three months casting the perfect, cocky, so good at basketball, knows how to do all these tricks.
- 11:46The series just would not work if we did not execute good.
- 11:50And I'm not saying I'm the reason for success or this, but if you think you can win alone on a good idea, you're wrong.
- 11:57In YouTube, they always say like it's the idea that's the most important.
- 12:00But in business, they always say like the idea doesn't matter.
- 12:03Just share it freely because it's like there's so much that goes into it afterwards.
- 12:08That's great.
- 12:09That's great.
- 12:09Like people are always like really protective of their ideas because like, oh, someone's going to steal it.
- 12:14But then it's like it takes so much work to take that idea into production and making your millions of dollars or whatever that like just share it because no one's going to execute it.
- 12:24Yeah, they can't.
- 12:25They can't do it like you.
- 12:26You spent some time working with Jimmy Donaldson, Mr.
- 12:29Beast, you know, some of his elite crew as well.
- 12:32What are some characteristics that you see in them that helped you improve?
- 12:37What made them great?
- 12:38I looked around and I saw people that worked so hard and cared so deeply about what they were making that it inspired me to kick it into high gear and do 250% of what I can bring to the table.
- 12:55If they're going to sit in a writer's room for days, for weeks, for months, like crafting the perfect creative, I'm not going to let that slip by.
- 13:04I'm going to deliver the absolute best product I can.
- 13:07Can you give me an example of a time where you put in the extra effort to make something amazing?
- 13:13I have a real disdain and hate for faking anything.
- 13:18I have a seven-year-old son.
- 13:19I have a three-year-old daughter where if they see something and they think it's real, me, the one making the videos, I want to make sure what they're seeing is actually genuine.
- 13:29And so sometimes I'll go to extremes of, there's this one video shoot for a creator where we had to approach strangers in a restaurant and we were doing this with a brand where the brand had to do background checks
- 13:43on anyone that was possibly going to be in the video.
- 13:46And we were going to send this couple on like a surprise date, whatever.
- 13:51How can you possibly not fake that?
- 13:53If you're approaching strangers like, hey, do you want to go on a mystery date?
- 13:56Hey, do you want to go on a mystery date?
- 13:57Hey, do you want to go on a mystery date?
- 13:58You send someone on a mystery date.
- 14:00Everyone needs to be background checked.
- 14:01How can that possibly not be faked?
- 14:03I'm determined to make it real.
- 14:05So what I did, the extra mile, no one asked me to do this.
- 14:09I put out flyers for this restaurant that we're going to film it at.
- 14:12Hey, if you want to have a free, you get a free dinner.
- 14:16If you do a free photography session with this restaurant, right?
- 14:20I have a whole bunch of people sign up.
- 14:22I get all the people schedule times in for that day of when they're going to get their free photo shoot at the restaurant.
- 14:28I run background checks on all of them.
- 14:31Send that to the brand.
- 14:32We shoot.
- 14:33We show up today.
- 14:34Everyone, they think the photographer is running late.
- 14:36They're just enjoying their meal.
- 14:37We shoot with, I think, 12 different people.
- 14:40They're all background check.
- 14:42But simultaneously, they have no idea about this video we're doing.
- 14:45I don't know if I explained that right, but that's me.
- 14:49Yeah, I mean, and it sounded like you could have played it easily and just found somebody.
- 14:53You could have cast somebody with an acting agency or someone that was familiar to the production.
- 14:57But no, you wanted to go above and beyond.
- 14:59And I assume you saw that in the final video as well, right?
- 15:02The authenticity came across.
- 15:04Of course, you see you see the authenticity where I think a genuine reaction versus a faked reaction like viewers aren't stupid like they can tell real from fake.
- 15:15And that's something I hold dearly with everything I do.
- 15:18Okay, let's move on from Mr.
- 15:20Beast in your resume.
- 15:21You moved to Dallas, Texas to work with TBNR.
- 15:26Yes, Preston Plays and Brianna.
- 15:28Yeah, I took that job only because they wanted to hire me as a director, which I'm someone who constantly loves challenges.
- 15:36Up to this point in my career, I'd only done production.
- 15:39And so the idea of a director role, the idea of managing the creative, the production, the editing, it was exciting to me because I didn't know if I could do it or not.
- 15:47Their socials team only had two employees at the time.
- 15:51I quickly came in.
- 15:52I'm really good at assessing problems and solutions.
- 15:55I was like, okay, this producer is actually a creative.
- 15:58You need to move him fully to writing.
- 16:00We need to get a producer and a PA on.
- 16:02We need to hire another writer so we can keep up this output.
- 16:04We're putting out three videos a week.
- 16:06It should be more like one video a week.
- 16:09because what I'm seeing is one of those three is succeeding.
- 16:13The other two are just slop that we're wasting our time on.
- 16:16I made all of these changes over the course of six months, increased their average viewership from 1 million views per video to 10 million views per video.
- 16:25Basically made it where this is my fault.
- 16:27I build up teams so well where I'm just not necessary.
- 16:30Like I had the perfect writing production editing team where I didn't see a need for me.
- 16:38They had it covered.
- 16:39And so Preston said, hey, can you do the same thing for my long form?
- 16:42I did that for six months.
- 16:43Once again, six months go by and I'm like, bro, I'm not needed.
- 16:47I keep working myself out of a job.
- 16:49I thought I'd done everything that I could at TVNR, one of the best companies ever.
- 16:53I've ever worked with.
- 16:54I think my favorite creator to work with.
- 16:55Moved on to doing a lot of freelance.
- 16:57Just had an epiphany this year of, I'm tired of working with creators.
- 17:02You never know what's going to change in the YouTube algorithms or this business structure.
- 17:09It's not reliable.
- 17:10I'm going to start my own business.
- 17:12And I see a gap in the market.
- 17:13Where the gap in the market is, everybody and their mama is saying they're a creative agency.
- 17:19And they know how to make you a viral video.
- 17:22But what I see what's happening now is these agencies get a million dollars from Netflix or a million dollars from Cheerios or whatever.
- 17:30And suddenly they have to scramble to figure out how to actually produce what we said we were going to do.
- 17:36That's where my company comes in, where Flat Top Productions just focuses on everything after the script is written.
- 17:43casting, insurance, permits, logistics.
- 17:47We do everything so you have a great shoot, go right into editing.
- 17:51And what I'm learning is it's a teaching space where I feel like YouTube is getting so big.
- 17:58We can't keep acting like this is the wild, wild west anymore.
- 18:02Like we need to know how to permit things properly.
- 18:06We need to know, oh, everyone on set needs to have workers comp.
- 18:10And so we're,
- 18:11I feel very excited right now where me and my team can just focus on teaching and building logistics.
- 18:16Can you describe like your typical client?
- 18:19Is it like big brands or smaller creators?
- 18:22That's a good...
- 18:23It's so varied where I worked on a several hundred thousand dollar show with Cash App and iShow Speed a couple months ago.
- 18:32But then I'll have a smaller $5,000 shoot with a power bank company like Jackery.
- 18:40Like it's very varied where what's cool about a freelance production company is no matter how small or big the idea, we can scale up and down with you.
- 18:51Where are some resources that producers can look to learn more about those kinds of things?
- 18:55Like if they don't even know the things that they need because our industry is a wild, wild west, where you look?
- 19:01As I was dealing with all my imposter syndrome and how do I do this, I read a lot of books where as much crap that YouTubers love to get on about traditional media, they have 100 plus years of experience on how to do this the most efficient and successful way.
- 19:19One of my favorite books is called Creating Reality, and it's all about this producer.
- 19:25Yeah, this producer and how to navigate through reality TV.
- 19:28There's so much goodness in that book and so many others that we can apply to these platforms.
- 19:34I love that.
- 19:35Someone that we interviewed a couple of months ago said something similar about learning from people from traditional media.
- 19:42She said that people in traditional are just as eager to learn about the YouTube side of things than,
- 19:47So she felt more confident reaching out to someone like the executive of The Bachelor because she actually had some value to bring to those people.
- 19:54This is what's super interesting is we're in a weird space where when I first got in the industry, none of these traditional producers wanted anything to do with me.
- 20:02YouTube is trash and pathetic and it's not even real content.
- 20:07Now you all of a sudden have all of these super talented people with all of this knowledge that are so eager for work and to learn more about, you know, the future of media.
- 20:20And so actually, I prefer hiring people under me that come from traditional backgrounds that I could learn off of than a YouTuber that might, sorry, a YouTube producer that might cause me a liability lawsuit in a couple of months.
- 20:34I'm serious.
- 20:35I get it.
- 20:36I get it.
- 20:36I believe you.
- 20:37How is the new venture going so far?
- 20:39What's tough about it?
- 20:40What's rewarding about it?
- 20:42Let's start with the good.
- 20:43What's rewarding is the freedom of being able to work with people that I like working with.
- 20:51And if someone isn't a good isn't a good fit, I could say, sorry, no, thanks.
- 20:56This was fun, but I want to do something else now.
- 20:59That freedom of choosing what projects and work to say yes and no to is very rewarding where I've never been in that situation.
- 21:06The bad part is there's nothing else that exists like my production company.
- 21:12There is no production company that just focuses on logistics.
- 21:16And so trying to teach people where in their minds, it's okay, why would I just hire you instead of hiring a full-time producer?
- 21:24Okay, well, because when you hire a company to run a production, you have people that can do...
- 21:31payroll and insurance and liability.
- 21:34And I have a whole company to rely on.
- 21:37I have three employees, you know, two producers.
- 21:41I have an operations manager where we can all rely on each other for resources and problems to solve versus
- 21:49An individual employee, you have to train up and you have to spend time interviewing and firing.
- 21:55And people right now, they don't get that difference.
- 21:58And so selling myself has been really hard because there's no one else that kind of resembles what we do.
- 22:05And it's like everyone I sell to, I also have to teach them.
- 22:09Why do you think nobody else does this?
- 22:11Why do you have no competition?
- 22:13Because most people that are really, really good at production at a very, very high level, in my opinion, there's not that many of us right now.
- 22:22People that are really, really good at production and really, really good at managing high budgets, they come from traditional media backgrounds.
- 22:30where they're still learning the platform.
- 22:32They're still learning and growing.
- 22:33So I don't think any other producer has done this because there's not a lot that can even operate at that scale.
- 22:41That's one.
- 22:42And then I think two is brands, they want the full package.
- 22:47They want someone that can offer creative production editing.
- 22:50And so I think when a lot of people are starting their own company, they think they need to capture everything.
- 22:55They need to do everything to appease these brands and clients.
- 22:58But what I think from everyone that I've ever hired in my life, I like hiring niche people.
- 23:04I like hiring people that are really, really good at one specific thing.
- 23:07And so I'm banking on, and I don't know if this is the case or not, I'm banking on the success that
- 23:13When people think production, when people think I need to hire a producer, I need logistics for this project.
- 23:18I want them to think of a flat top.
- 23:20And I think we're we're the pioneer in that field right now.
- 23:23I love it.
- 23:24You're positioning yourself for a busier, more specialized industry where Hollywood and YouTube merge and people who have YouTube experience are the ones who come out on top.
- 23:36That's that's what I think.
- 23:37Right now, there's enough creative agencies.
- 23:40There's a million and one creative agencies that say they can solve all your problems.
- 23:44Me making another one of those is not valuable to anyone.
- 23:48My last question to all of my guests is the same.
- 23:50And that is who is a creator that's on your radar right now that is worthy of a shout out?
- 23:55There's this guy that I just found literally yesterday.
- 23:59Zandland.
- 24:00Have you heard of Zandland?
- 24:01Never heard of Zandland.
- 24:03He makes these really interesting documentaries.
- 24:07They just started a year ago.
- 24:09He does these deep dives into these really, really interesting like cultures or peoples.
- 24:15It's very like tasteful pieces that are really, really interesting.
- 24:19It reminds me of like, you got to watch the movie Tickled.
- 24:21I forget that guy's name.
- 24:23Watch the movie Tickled.
- 24:24One of the best documentaries I've ever seen.
- 24:27Zan Land reminds me of that.
- 24:28Thank you so much for watching or listening to this episode.
- 24:31If you're new here, please consider subscribing or leaving us a review on the audio platforms.
- 24:34It helps us as a very new show.
- 24:36If you want to check out another episode, just look through our library.
- 24:39It's starting to build up.
- 24:40We're at like 40 episodes now.
- 24:42And we have a new one coming out every single Thursday.
- 24:44So thank you for being here.
- 24:45And I will see you then.