Making Media Now 2009

This past Friday, I attended the Making Media Now 2009 conference at Bentley College. This being 2009, the panels and attendees were abuzz about Social Media and its impact on the documentary world. Many of the speakers were notable in their ability to harness social media to build audiences, raise funds, and distribute their work. One couldn't help but leave with an overwhelming sense of empowerment.

Robert Greenwald firmly established the social media theme with his keynote address. He emphasized the absolute necessity for filmmakers to have their own website and an active presence on facebook and twitter. He also noted important changes in successful production/distribution models. Raising money is more difficult, yet films are cheaper to produce than ever before. The traditional system of gatekeepers has fallen, providing an unparalleled opportunity for filmmakers to manage their own careers. However, the result forces filmmakers to devote more time and resources to marketing and distribution than the actual production required.

Strategies to navigate this ever-changing landscape were discussed in the followup Affinity Marketing Panel with Sandi DuBowski, Karen Laverty, and Anne Zeiser (Azure Media). Sandi outlined his strategy in which he thinks of everyone he meets as a potential partner/collaborator/advocate. He had a ton of great advice; filmmakers need to be as creative in their marketing as they are in the creating of their film; always retain the right to sell your own DVDs of your film; establish clear goals before you dive into social networking. Karen demonstrated how NOVA was utilizing social media, often releasing extra material on youtube prior to the release of a film. Robert reiterated that social media should be thought of as a conversation, rather than broadcasting out a single point of view.

The Creative Funding panel became more of a pitch session of the three foundations present; Grantmakers in Film & Electronic Media, The Fledgling Fund, and Creative Capital. There was one golden nugget of information in the panel. Most foundations are issue driven and will only fund projects that further their particular issue. When applying, you need to understand that your film is simply one component to pushing that issue. Social Media, blogging, traditional press, and relationships with organizations focused on the same issue are all important and need to be cohesively integrated with your film. While I don't make issue films, this idea expand thinking beyond the film and to all the efforts swirling around is extremely good to know.

The Successful Media Makers in Difficult Times drew back from the social media theme. All three panelists seemed to be working in more traditional models; independent feature films and network television. The panel included film director Jim Jermanok, Joel Olicker of Powderhouse Productions, and Kate Raisz of 42 Degrees North. After giving short narratives of their own paths to success, a wave of small pieces of advice descended on the audience. Be your own producer. Don't rely on anyone. Agents/managers are not a cure-all. Keep in touch with everyone you ever meet. Create a personal 1yr-2yr-5yr plan. Be selective with whom you work (ie the no asshole rule). Think big.

By the end of the conference, I tried to sum up the collective wisdom with the following: Produce good work. Find supporters. Build relationships. Establish patrons. And keep at it.

Making Media Now was a fantastic conference and I'm looking forward to attending next year!