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Ballet Dancer Shifts to Photograph, Video Creator

Inventive professionals are sometimes multi-dimensional. An architect may additionally design furnishings. A author may compose music. And a performer, resembling Matthew Gattozzi, founding father of Goodo Studios, may shift to images.

Till early 2020, Gattozzi was an expert ballet dancer. A again harm compelled a profession change and the launch of his enterprise, which produces images and movies for ecommerce corporations. “We work with established and up-and-coming manufacturers by understanding learn how to use and leverage content material for income,” he advised me.

He and I just lately mentioned his journey. The audio of our total dialog is embedded under. The transcript is edited for size and readability.

Eric Bandholz: Inform us about Goodo Studios.

Matthew Gattozzi: We create images and movies for shopper manufacturers. We do TikToks, user-generated content material, and high-end or paid media, utilizing the whole lot from cinema cameras to iPhones.

Earlier than Goodo I used to be an expert ballet dancer. I danced all through the U.S. and Europe. I used to be dancing at Ballet Austin and injured my again. So I needed to cease that a part of my profession and shift to images and movies. I just lately moved from Austin to Seattle. I used to bop there, and I met my spouse there.

I based my firm in early 2020. It was simply me, and I didn’t begin in ecommerce. I labored regionally in Austin with many superb eating places, however issues got here to a halt with Covid. I needed to shift and rebuild. Now I work with a workforce of photographers, creatives, and editors. It’s not simply me anymore.

Many consultants within the area went to highschool and discovered brand-building abilities. I didn’t go to school. I used to be supposed to bop till I used to be 30 and ended up jobless at 21. I knew quite a bit about social media, however individuals weren’t excited by hiring me as a result of I didn’t have a resume. I needed to say sure to the whole lot to start with, which was onerous, nevertheless it was additionally good as a result of I may work out what I wished to do.

It helped me to understand that the individuals I serve are advertising and marketing managers and paid media professionals. I tailored my communication to talk to them. I began taking what I do as a artistic and translating it into how they speak. Many creatives don’t do this.

We work with established and up-and-coming manufacturers by understanding learn how to use and leverage content material for income. Manufacturers put money into content material, however additionally they have the mindset that the content material will generate revenue. So we converse to that and assist construct model methods — on natural channels, product pages, web sites. We be taught to adapt to the newest media consumption. For instance, after I began two years in the past, TikTok wasn’t as outstanding. A lot of the movies I shot had been horizontal. Now the whole lot is vertical.

Bandholz: How do you deal with copyrights?

Gattozzi: My strategy is to be as beneficiant as attainable. I inform my purchasers, “You should use this content material. You’re investing in these images and movies, and also you get unique rights, copyright makes use of, and business use all over, with no licensing.”

I would lose out as a result of I’m not nickeling-and-diming the model, however I’m making an attempt to determine a long-term relationship. I’m slightly non-traditional in that approach. Some creatives say, “It’s best to know your price; put your foot down.” However I wish to change how we produce content material. I wish to work with main manufacturers. I’m not going to get there except I do one thing totally different.

A buzzword you’ll hear quite a bit is artistic technique. It boils all the way down to content material creation. Creatives for large advertisers are lacking out by not adapting to how briskly media strikes and the way rapidly manufacturers have to create. We’re making an attempt to construct a content material engine for manufacturers. We provide you with concepts, take a look at these concepts, and execute them.

We contain workforce members in the complete course of. Disjointed manufacturing is widespread within the trade. An amazing photographer who isn’t a part of the planning received’t perceive how the images can drive gross sales.

Bandholz: Describe a Goodo Studio engagement.

Gattozzi:  Most manufacturers ought to give attention to why customers are shopping for. Generally we’ll ask purchasers that, they usually’ll record their product options. Okay, cool, however what do your clients say? You should perceive your target market — speak to them and do surveys. The concepts are limitless for those who be taught your buyer psychology. Most manufacturers miss that. So I advocate for the intent behind the images and the movies.

We do photograph and video shoots. However we additionally do TikToks, user-generated content material, and advert modifying. We take current property, and we extract worth from them. When a model involves us, we begin with modifying earlier than we shoot something. The exception is an upcoming model or product launch.

We take a look at why clients purchase and undergo a course of to determine that out. Most manufacturers have a backlog of nice content material. They simply haven’t remixed it sufficient as a result of they don’t have the assets or the crew.

As soon as we’ve confirmed some ideas and generated concepts, we double down and scale these ideas and take a look at extra. Then we will herald creators which might be preferrred clients for that model. We provide you with the briefs and ship the product out to them. They shoot the whole lot and ship it again to us. We edit all of it.

We’ll rent a crew, whether or not it’s in Seattle or in Austin, to work on the manufacturing. That’s how we flip round. We don’t do photograph and video manufacturing with a model each month, however we do quite a lot of modifying. That provides us time to plan these shoots. Many manufacturers are hesitant to spend the cash for in depth manufacturing for worry it should flop. So we attempt to take a look at the ideas early with some low-lift artistic, then go to larger productions.

Bandholz:  What makes somebody artistic?

Gattozzi: A wonderful artistic asks nice questions, interprets the solutions, and uncovers what the consumer desires. A awful artistic will say, “Okay, received it,” and depart. Asking quite a lot of questions helps the model pinpoint an issue. Some come to us and clarify what they want. It may be difficult for people to explain an thought of their minds. I’ll ask them questions. How is their enterprise? The place has their advertising and marketing been? The place are they making an attempt to go? Why do they want a artistic associate?

Generally, after the primary name, we notice they don’t want images or movies. They want modifying. It can save you manufacturers hundreds of {dollars} by asking the best questions.

Bandholz: How can listeners join with you?

Gattozzi: They will go to our website,, and subscribe to my e-newsletter. I’m on Twitter and LinkedIn.



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