I'm Quitting Commercial Film Making (no clickbait)

[@damiencooper]

Thanks for all the support and make sure to check out the holiday sale: damiencooper.store

[@AndresArosemena]

Hi Damien, is your site down? It Is not loading for me

[@damiencooper]

@@AndresArosemena works fine for me. Mobile and desktop

[@hbmorris5558]

Damien, I found this video extremely interesting. I thank you for making such an honest and introspective piece. In many ways, you have validated my business and my business model; one that I have been at for 43 years. I started out as a young man as an independent photographer shooting fashion, illustrative and product work, as well as something I really loved, shooting pictures for bands. It's a long story how I settled on that, but it's not super important. What is important is the turn that occurred for me and how it formed my career over 4 decades--and how it powerfully connects to your story and what you are about to embark on. In short, in the midst of my little career as a photographer, my mother opened a jewelry store, one that specialized in pieces made by incredible, independent artists. The name of the store was One Of A Kind. I of course shot many, many pictures of models wearing the jewelry created for her store. But then of course, the obvious question, for what? This lead me to fumble around creating advertisements with these images to be used in the Detroit, Michigan area newspapers. Remember, this was 1978. There was no internet, there was no social media, no cell phones; nothing that you would associate with the present day world. Hell, Damien, video technology itself was still in its infancy! The thing is, I knew nothing about advertising. Nothing. I was a total amateur. Nothing about typography, about writing, about media about radio -- none of it. But, as will become evident shortly, I learned. Block by block. All on my own. There was no KZbin channel to dial up and learn from! Never the less, one day I was at my mother's store, which was located in a small outdoor mall. The mall itself had about 15 stores in it and was only about a year old. As I sat there going over the "ads" I created for my mom, the owner of the mall walked in to say hello. This was a rich, type-A personality, chain-smoking woman, who was extremely frustrated with the agency she had doing advertising and promotion for the mall. As she smoked her cigarette, she looked at the pictures and ads I had scattered across the table as I was discussing them with my mom. She then did something that changed my life. She asked me if I would consider doing all the advertising for the mall itself, as well as helping the various store owners, which, like my mom, were new entrepreneurs. No pitch. No presentation. No proposal. She had a budget of $150,000 to start and, well, she saw my talent and so, here was the offer. My answer, as my head exploded inside, and my mom sat there smiling and slowly and silently nodded her head to me, was "of course." Here is why it changed my life, and why I'm taking the time to tell you this story - I quickly learned that what really mattered to clients is not the pictures or the ads, it was 100% about what it did for their business. How it propelled sales and brand identity. How it helped them compete against competitors that were established, that had huge budgets and loyal customers. Yes, they wanted beautiful work, but what they really wanted was someone to help them create business success. So, step-by-step, Damien, through trial and error, through successes and many utter, spectacular failures, I became a MARKETING expert. Yes, I still shot pictures and such in the early days, but it was all about building this mall and these little stores into successful enterprises. I opened an advertising agency, which grew to 35 employees. Along the way, I learned video production which became another service offered. I became an amateur "filmmaker," and participated with local friends on making short films as a hobby. Then, a client of ours, a 60 million dollar software development company, made me an offer I couldn't refuse to become their Vice President of Marketing. I sold my agency and took the position. I helped triple the size of the company and took it international. Then, 5 years later, I left this company. It had become a huge, lucrative, but incredibly stressful job. I decided not to build any new agency, but rather a consultancy. Just me. Me and a group of independent contractors I surrounded myself with. That was 20 years ago, sir, and now, at 68 years old, I have decided to retire from commercial work and become a full-time documentary filmmaker. I formed a new company, Saddlestar Films, phased myself out of all my accounts, and am actively building my new life's chapter. No, I no longer need to make money and can invest in my own productions. Interestingly, I am also an avid poker player, though, unlike you, just an amateur. But I got a kick out of your new direction with poker as a centerpiece. I have no idea whether you or anyone else has read this book I have written here this morning, Damien. If you have, you see why I wanted to write. It's about the fundamental lesson I learned so very long ago as a photographer with a Nikon around my neck. That what client want is help building their businesses, creating success. They want that in good times and bad; when they have money to burn or when they need to borrow cash to make it happen. It's not about your fantastic videos that you love to produce, it's always about catapulting sales and success. I would venture to say that you have undoubtedly become an expert at marketing during our years as a video, producer for a wide variety of clients, and as a businessman in your own right. My recommendation to you, is that you think higher, consider putting that knowledge and all of your talents for production in to a deliverable that can truly help your clients achieve their goals. By all means, still produce great stuff. But approach the strategy for each piece from the clear prospective of what you can do, utilizing this medium and how it is deployed, to produce ROI for your clients. In doing so, you will become much more than a video producer or filmmaker to your clients, you will become a true marketing partner. Moreover, in doing so, that "middle market" you spoke of, will open up like the Red Sea! You're a young, fantastic talent. You have a lot of very successful runway in front of you. Cheers, my friend! Let's meet in Vegas and play some poker!

[@alex.mcintosh]

Fantastic story, sir. It’s great to hear the journey of someone who stood the test of time. Flexibility in creative fields is a great virtue, as it is in most. This read like a Dale Carnegie book!

[@dudedavid522]

​@@alex.mcintoshPic _clearly_ related

[@hbmorris5558]

@@alex.mcintoshThank you, Alex! Yes, learn, understand and talk the language of marketing strategy instead of the art and mechanics of video production with your clients and you will find an entirely new type of relationship opening up with them. I have accumulated a stacks of awards and yada yada accolades over the years, but, as I would always remind my clients, the only ones that matter to me are reflected in the balance sheets and sales volume for their companies. To see salesman working for my clients capturing huge incentives and awards that propel their careers. That has always been my greatest payoff. Interestingly, when you have that perspective walking in, where you are clearly more concerned with understanding the clients products, customers, target market, competitive environment and how to set them on fire, not only will your own business grow financially on a solid foundation (and not a passing era or phase), new areas open up that expand and propel your own career. For example, I became very adept in the world of graphic design, animation, web design, print production, radio and television spots, marketing research, trade show exhibits, public relations, sales promotion, etc. etc. I hired people that were kick-ass talented and it was a blast working with them. It didn't take too many years before all of these and more became important and PROFITABLE tools in my growing toolbox. All crafted towards the goal of making my clients bottom line kick-ass and take names. See where this all leads your own career, Alex, and the interesting and amazing people you have the privilege to work with. Best to you!

[@ProFilmmakers]

Great life story and lots of golden nuggets in here. This video and the comment above are both very relatable to me on all levels, since I am running a successful production company for over 20 years now. At the end of the day the name of the game is ROI. Mid size video production companies will need to stack some marketing skills on top of their production services in order to make this whole thing work in the upcoming years...Once a client sees in you and your production company as a valuable partner that helps them gain new clients and make meaningful ROI there is no way a kid with gimbal + sony camera can become a substitute for your services.

[@damiencooper]

wow, what a great story! Thanks for sharing a lot! If you ever see me in the Aria, come say hi ;)

[@theotherHOLLYWOOD]

Finally! An honest KZbinr/filmmaker. Thank you for your candor.

[@marcelohm123]

Takes a lot of courage to sit down and publicly admit that one has basically maneuvered themselves/their business/their life into a position that is likely to fail. A lot of the things you said in the video are actually things that I literally say in my PDF Pitchdeck that I sent to clients. I went full-time freelance in the middle of 2021, so basically at the point where Covid was kind of slowing down (at least in Germany). In the beginning I was doing a split between Photography and Videography, but it quickly shifted to being roughly 80-90% video, because there current state of Photography is arguably a lot worse than for video. Right from the beginning though, my goal was always to set myself up for delivering as much value and quality as possible as a one man band. The first reason for this was that I had worked in the inhouse production departments of ad-agency before and I've seen and worked on the high and shoots (as an assistant) and I always thought that the workflow was just horrible. Projects take months from start to finish, clients are mostly a really pain in the ass when the budget reaches six figures or more and (to me) shoots with 10-50 people on set are just no fun at all. There's barely any creativity left, everything takes ages to shoot and in the end, most of the time no-one was 100% satisfied with the result, because when you try to please everyone, noone's going to be really please in the end. Plus, like you said, if you end up being a freelance DP in this space, you're also capped on how much money you can make because all you ever get is a day rate. The second reason is exactly what you said about the middle-class filmmaking. For most clients it does not make any sense at all to spend 20.000-50.000 on a production that results in 1 or 2 "big videos" and that's it. The way that video is consumed these days these productions will never actually be worth their money. If you spend a lot of money on a production, it makes more sense to get 10 good videos, than 1 great video. Also I feel like a lot of filmmakers oversee a crucial thing that you also kind of touched on: Whenever you start adding people to your production, that do not add "more" to the result, you're basically adding to the budget, but not to the value the client receives. Yes, a gaffer, a focus Puller etc. will make your film better. But an additional Photographer delivering 200 extra photos will bring the client infinitely more value for their money, especially perceived value, which is the import one. So in the end you will end up selling a 35.000€ production to the client that barely delivers more value than a 10.000 production. A lot of photographers and filmmakers just put too much value on better quality, because once you reach a certain threshold of production quality, the value that "normal people" perceive is not going to increase a lot, even if you increase the budget and quality a lot. And this "quality threshold" from my experience, is actually right around having a camera that shoots a decent 10bit 4k image, shooting Talking heads with 2 cameras and a decent lav-mic, being able to operate 1-2 lights and understanding good framing and color grading. And this is very easy to do as a single person, which is why I'm trying to push this as far as possible and always find new ways to deliver more actual perceived value to the client. However I do understand that this is not a way that seems appealing for a lot of people. Long story short: Thank you for making this video! Really enjoyed sitting through these 17 minutes and actually getting a completely honest view of a fellow filmmaker about the state of the creative industry and its flaws/struggles. Wish you all the best for the feature! Liebe grüße ausm Nachbarland.

[@adamdrakestudio]

It’s appealing for me as I’ve always found myself wanting to learn all of the basics (and often a lot more) that the different departments do and have always been a one man band. I’m now someone who has been hired as a gaffer on two very low budget short films because of my knowledge of lighting from doing it all my myself (and various channels and studying movies) but my dayjob is me doing exactly what you’re talking about. I can do more than basic lighting (could do a lot more with budget) and decent enough grading for most low and mid level clients to polish up what are very simple shoots done very well. 1 Sony A7siii and 1 FX30 with Sigma lenses. Decent lav and directional mic options. Boom. Just need to get myself out there more and get better at the selling. You sound good at that. Any tips?

[@adamdrakestudio]

BUT I did fall and often feel close to falling back into the trap of trying to get bigger budget items or things that will deliver a more pleasing image TO ME and FELLOW FILMMAKERS - I recently sold my 6K Pro which i was hardly using and got the FX30 which I immediately used to match up with my A7siii A cam. I miss the image but it’s nice delivering more perceived value with the two matching, easy to use and rely on cameras, than one camera with another sat at home needing to be fully rigged up and operated by a second op.

[@paolo.kernahan]

This video mirrors, almost down to every detail, my experience with video production. That's why I gave it up years ago. Companies didn't know what they wanted the videos to do for them and they didn't want content strategy advice either. Moreover, lots of clients would waste my time asking me to send them costs, specs and this and that -- they would do this repeatedly throughout the year, only to ghost me. It also dawned on me that businesses today need multiple videos to perform different functions, not one expensive video that's not going to deliver for them. I have also seen the rise of the solo gimbal shooter, charging next to nothing to do video work that, while it's exceptional quality, has no roots in any content strategy. I saw this trend deepening, so I just stepped away from the instability of the whole business. Apart from the investment costs in equipment cost, there is the incalculable cost of intellectual input which I feel goes wasted on most of the companies with which I worked. Competition is increasing in the industry while budgets are shrinking across many markets. Of course, there will always be business for the higher-end production companies. Medium-sized and smaller outfits are going to continue to feel the squeeze, though.

[@damiencooper]

Glad to have my experiences confirmed.

[@smepable]

​@@damiencooperWell its good Times for solo filmmakers now. But I Always wonder how clients spend These huge Budgets in Video with No clue what for and wirhout a plan

[@AllThingsFilm1]

Thanks for sharing your experience. What you said makes total sense and explains why a lot of filmmakers will be discouraged from participating.

[@smepable]

@@AllThingsFilm1 I think Nobody should be discouraged. It Just describes a temporal Situation that might not even be true for everyone in every Region. I know many other filmmakers who make a good living. I See so many offers for filmmaking Jobs, I was applying for a freelance job for an ad social media Agency that woud have Made me 10-15k a month, only for Shooting Client footage, No pre or Postproduction. And that would mean that there are still clients paying a Lot. The Problem ist when clients only want a Video but there is No strategy behind it and No one that Shows them how the Video helps their Business. That is not sustainable and Businesses will cancel that. So your Job ist to offer this strategy to clients or only Work with clients that understand what and how Video can Help them.

[@Thedudemannn]

Yup. Same here

[@ALifeWithoutBreath]

I think you're definitely right with the approach that one's KZbin channel shouldn't be one's business. But I may be used to create new business...

[@recordbutton1845]

I'm not surprised. Stills photography went through the same cycle. I'm not surprised you're going back to what you did before. I absolutely agree with what you said. You are talented. Your content here is always way better than average. Thanks for the run. If you do the holidays, happy holidays.

[@johnnybermudez]

Brother that took courage! Thank you for the honesty and for sharing... 🙏🏼

[@AllgoodthingsTv]

Excellent video... We went through something similar with KZbin Space LA closing (kept our overhead low) and covid causing brands to turn to self generated content rather than hiring a production team.

[@mediamechanic403]

Dude. I did the same thing in 2019....we had 3 big years previous but that was a poison chalice, more pressure to grow, more overhead, more taxes. Lost the reason why I ever started video production. So I bailed and went working for one of my clients - a lot less stress and I can do pet projects in my own time. Good luck to you!

[@fridadeivizsla2729]

I fully understand your story and thank you for your sincerity. I have worked for 18 years in commercial advertising, I am exactly in the middle class as you call it, but every year the work decreases even if I look for new clients .. By now many companies have their own internal photographer / videomaker .. the product he makes is mediocre and often poor but to feed social media it's fine. When there is the money they give it to big advertising agencies that exploit the work of independent creatives.. it is a sector that also even with AI will be more and more in decline.. I too this year I am working on a new business..

[@Tusa_Mamba]

I'm literally in the same position. Difference is you are able to articulate it and explain why. Thank you for that. Makes one realise that their problems aren,t unique

[@taterrhead]

I still remember your poker vlogs (it is when I was a regular viewer) ... they were a great window into Euro pro lifestyle

[@damiencooper]

Haha, wow that’s a long time ago! Nice to still have you here !

[@cpacefilms]

exactly. i've had clients tell me the same thing when i ask what the purpose of the video is: "we just want a video" or "it seems like we're supposed to or need to have a video for our company to stay relevant"...so clients are spending tons of money on professional filmmakers thinking it's the same function as an ad agency from the 80s. people who enjoy making videos are left frustrated and directionless; clients are left with their hands up and out of pocket. no one wins, and so we all had a tired 2023. i'm pivoting as well in this new year, good luck to ya on yours & thanks for making ths video. cheers :)

[@Brunton_Media]

Sad to see you step away, but glad you sound like you are making a step closer to being overall happier!

[@damiencooper]

Having just returned from a two months Vegas trip I’m really happy about my decision and I’m looking forward to what 2024 brings

[@clearmotionfilms]

I usually don’t write on these type of videos but I feel the urge to inform other documentary based video Production companies on business 101. If you expand your company make sure you do it with the clients that you personally our building at the same time. What do I mean by that? I’m saying if you get with a start up or small non profit that is looking for visuals 100 from you and your company then you need to not give them a 3500-15000 production day. You need to give them a camera operator and kit rental and plan it out for them for 90 days to 6 months. That customer within 2 years depending on funding etc will be able to pay you 40k in the future. At that point you will have all the gear you need and if you play your cards right you’ll no longer be doing the $1500 work and you will have a full deck of clients and own all your gear. You will have nothing but opportunities and if you do good work you’ll continue to get more work from organizations who clear millions….. in summery keep your overhead low until you need to buy and lease other items. I see people who buy the latest tech and can’t get any work cause they make products that the guy with the gimbal and Sony can knock out the park. If you have a lot of clients that could benefit from that work flow invest in people and partners who can owner operate and broker those deals. Anyway I feel like I said too much already, 🍀 this guys is smart by creating educational and products 🧠 y’all are the perfect audience for this!

[@alexsurmer]

my take away is : staying in the sony-gimble class and raise the prices :) thanks

[@damiencooper]

honestly.. yeah :D

[@SarahJonestoo]

Thank you for the video and for talking us through your thoughts.All good wishes for 2024

[@1011010021]

Love your honest and open comments about what you do and why do what you do. Really interested in your shared thoughts about tax and social security issues in your country. Even with a positive thought about it. I hope people in government will listen to people like you in the trenches of the working class to make sure small businesses can stay afloat. Will be subscribing (which I hardly EVER do)...I like your non-hype honest approach and will be checking out your classes. Thanks and congrats on finding new paths that keep you excited/creative and still help pay the rent! :)

[@rajr]

Hi Damien, because of your advice in 2018 for the gear, I made my second feature film and that too as a director. The recent Komodo X rig and many such videos would have helped hundreds prevent making mistakes and learn from hours of trial and error. Hope you grow and prosper so that you keep helping people like us with your technical knowledge.

[@ExaltedMediaInc]

I have a production company inLA and I'm shifting everything since the commercial and marketing work doesn't cut it. You are absolutely right about the business and it seems to be worldwide. For me, it has a lot with the value created from video. People don't see getting their money back. Also, thanks to widespread knowledge of filmmaking the competition is fierce. On top of it, you can do a lot on the iPhone and it looks great, you don't even need a gimbal. There is a huge community of iPhone filmmakers that produce video that is so good that it looks like a 20K video. So I'm shifting to feature filmmaking - the thing why I came to LA in the first place. I'm a studied screenwriter and just didn't have the confidence to produce my own movies. Now is the time, I'm not getting any younger. I have two docs in production and soon I will go in development with two narrative features. You only live once.

[@clipsthatsell]

You're making me depressed :) It reminds me of a financial planning business I made videos for about 3 maybe 4 years ago. Today they have a young gun financial planner who consistently makes 30 second QandA tiktok videos on his Iphone. He's built a large following and is bringing in business to the company. No need for me...

[@ExaltedMediaInc]

We just have to find a new way. I think every problem or obstacle is an opportunity to improve! @@clipsthatsell

[@tomasgoda]

I love watching your channel, Damien! Best of the luck in Vegas or wherever your next steps land.

[@MaxAlf-h8u]

Awesome! Thank you for this video. I‘m starting my journey as a solo filmmaker next year after being employed for 7 years. The biggest issue I see filmmakers have (and you hit the nail right on the head) is marketing and sales. I would go even further and say their offers suck. I’m by no means a good example as I’m just getting started. But working for the last 3 years for consulting firms I got a lot of insights how to sell your product or service. You had it perfectly: what is the client going to achieve with the video we are producing? It worked as long as the money was loose and the competitors weren’t there but the market is ever changing and you have to adapt. In times were short form videos are popular then ever before producing a image video for a homepage isn’t that compelling anymore as it’s not contributing to revenue as it’s used to. As a filmmaker it’s getting increasingly more important to study marketing and up your offers. Just having a „beautiful“ video is not enough if you are not making more money for your clients. I wish you all the best for the future and that you can pursue your passion. Because that is what it is all about. It sucks that the money part got in your way. Grüße nach Wien!

[@malcolmlott3390]

Super humble, open and transparent video. I definitely sympathize and understand. Globally, our economies are struggling and it impacts the middle and lower class. I work at a small video prod. comany (team of 4) some days I think that all it takes is a recession to occur in the US and now I think about the status of my job. I'm in the process of preparing a contigency plan cause I think everyone's goal is to survive. I will still continue to watch and support this page and I pray your journey brings you success, peace and happiness.

[@YuvalAloni]

Best of luck buddy. I think it's a healthy decision leaving the creative and KZbin free of pressure, keeping it fun and finding a different avenue to pay bills.

[@damiencooper]

I thinks that's honestly the biggest take away for me. Creating for the sake of creating. Not views, not time pressure or money.

[@RayceMortensen]

Needed to hear this comment. I've been creating just for me and never putting anything out, and theres this part of me that sees others success online and it makes me feel regret about not posting online. When in reality, at my core I don't like to be absorbed on my phone and social media in general. So if I did try to post, it wouldn't necessarily be out of passion but for gain. Thanks for all the helpful vids along the way my man@@damiencooper

[@kevinbatts2804]

I've witnessed this first hand. We're in the smaller tier. Just my wife and I. $1k to $1500 day rate. Small equipment footprint and great overhead. I also live in a low tax lax regulation state in the USA. I've seen the medium sized companies dropping like flies. The money is great.

[@Bigcookfilms]

How's it going brother

[@kevinbatts2804]

@@Bigcookfilms bro no joke I was looking for your channel last month. I thought it was deleted. I will have to resubscribe.

[@damiencooper]

honestly. I think this is the way to go!

[@thisisreelproduction]

The best video in a long time where everything is explained, as a one man show I totally understand what you mean

[@gappo1301]

You are one of my favourite KZbinrs and your no-BS delivery style is unique and inspiring. I wish you all the best. Regarding the topic of this video, I’ve sensed this a couple of years ago, so swapped my C200 for smaller cameras (the biggest one being BMPCC 6k pro:) and in no rush to expand. P.S. Thanks for that “Oscar-winning documentary” that you shot. Meant a lot to me.

[@Malick333]

As Kenny Rogers once said “You gotta know when to hold ‘em, know when to fold ‘em”. Been there and the hardest part is the knowing! But seems like you do and glad you have clarity. But we can only know after we jump. So wish you the best.

[@fruitfulforeman]

Thanks for sharing your thoughts - really interesting! I love the way you described the different "classes" in commercial filmmaking, it's a great way of putting it. Right now, I'm in the "lower class," doing a lot of run-and-gun videography, mostly as a one-person crew, but sometimes with others. My goal is to move up to DP-ing on the higher class level with more creative freedom and while also trying to move more into the narrative space. For now, I'm just happy to make a living doing something I enjoy - the money/time trade-off isn't too much of an issue, but maybe I'll change my mind one day haha Wishing you all the best with your future!

[@caffeinatedcameras]

Love your videos man, and it was great to meet you at NAB, Look forward to whatever you decide to create in 2024:)

[@bruceebe]

Kraig Adams original founder of wedding film school, is the best example of this. He quit shooting weddings and started doing what he truly loved.

[@paul.454]

Man, I’m so lucky you did this video and speak from the bottom of my heart. I had a really good first half of the year and then it breaks down immediately in the summer. I experienced the same in my business and my friends too more than that I see that also the small filmmakers the one with the gimbal are replaced by an employee that is in the company. So it’s easier to take a cotton creator for 30 K a year then pay 30 K for a one week production and 4 videos. The truth is that with this amount of money, you can’t pay a family, the high cost of rental apartment this days and many other things. so I’m absolutely unsure what I will do in 2024, but I am really happy that you find a plan that will make you lucky. So all the best to the great filmmakers all over the world, and I think we will see a better future. I just hope that the middle-class film is not dead at all, but it seems to. Thank you Damian and good luck.

[@damiencooper]

it's tough but I'm sure there's still enough work for everyone in the industry but you might need to go a bit out of your way

[@hughchal]

Great video and thanks for your honesty. I'm one of those 3rd tier guys and to be honest, I'm quite happy there. I occasionally do some tier 2 stuff, but the reward isn't quite there for all those additional headaches and the opportunities here (IE) are quite limited. I've been burnt by those tier 1 people so they can go screw themselves. Best of luck with your future endeavours and be assured that I've found you channel really interesting and entertaining, so I'll be checking in in future.

[@Framesbyfrisby]

I’m just glad you found want you want to do! Still here to support you! 🎉

[@SmartEnergyLab]

Really appreciate your honesty and perspective on the film making industry. I hope you don't lose your mojo...

[@TheCollabCurator]

Hey I’m one guy with a camera. I have a good day job that allows me to pick only the jobs I like/pay well. I like it this way.

[@boompictures]

Thanks for creating this honest, informative video Damien! I'm based in Montreal, Canada, doing what you are doing and I am experiencing the exact same thing. I too am asking myself the question what I need to change to my business model in order to keep attracting contracts, stay relevant and enjoy what I am doing. I speak to colleagues about it, but I feel most of them don't honestly tell you what's going on so it's great to read your perspective and the comments of others. Success with your next step and adventure, and hope to be able to follow you around here in YT. Vielen Dank!

[@robert.k.8]

Danke, dass du denn KZbin Kanal weiter machst. Konnte immer viel von dir lernen.

[@cokebottles6919]

I work with a studio that focuses on the middle and they're seeing the same thing. 21/22 was extremely profitable for them, but this year there's been a down turn even though they're still doing fine. The problem with the middle is you don't get the budget's or time for something truly impactful and it's often overkill for the small guys. The margins with many of the middle guys is often pretty wild too, I've known multiple small companies that are taking 40%-80% profit on each project and companies sense this, so many have created in house teams. It's a lot cheaper to hire a couple reasonably skilled people and have them hire freelancers when the projects are big enough, compared to hiring a production company that may charge an employees salary for one or two projects. To succeed in the middle, you really have to bring something special to the table, and if you're doing that you'll probably end up having to fight for jobs against the people at the very high end. The industry is mostly a 2 tiered system right now.

[@damiencooper]

100% agree. Same experience here

[@TaedeMathis]

Hello Damien, I want to express my heartfelt gratitude for the effort you've put into creating and sharing this. Your openness about your decision and sharing the current state of things truly means a lot to me. Wishing you nothing but the very best.

[@PNWMOTION]

The one thing that I think is what will really determine your path is where you are located. I live in a small town outside Seattle where it's a lot of small business owners and shops that will never have a budget to support the middle class you talk of. So for me as a solo shooter, I have taken advantage of the opportunity and just made sure I offered something better then my local comp. Which has me making really good money. Not only that but a lot of the smaller solo guys may not be able to replicate the full team but we get creative and get pretty close to what the $100000 team can do for a much smaller cost.

[@247.mp4]

Feeling you! Thats one reason i still do my filmmaking business as a "side hustle" while doing something different, more consistant as my full time. Benefitting from choosing who i want to work with and avoiding clients that are just...different. Learned from experience and love not being reliant on the filmmaking business as a whole. Its my creative freedom and i love what i do - i don't want someone else to destroy it.

[@justafrenchkidtryingtospea9462]

Same I'm doing it as a " side" too. But I will be more happy to be more independent. At work I dont have the choice to say no i dont want to do this ...

[@lfanoack]

Think you're right. I for myself am the guy with a camera and a gimbal. I have more work in Munich that I can handle sometimes. Sometimes I thought about growing big. But I didn't, because I had always the same kind of thoughts as you. Then my business could get difficult. I love what I do, so I stay with it. Good luck with poker buddy!

[@damiencooper]

honestly, I think this is the smartest decision. Lots of work, little overhead, good freedom..

[@PNWMOTION]

Bro, this comment is exactly what I needed. Like I love being a solo op, like it's just me and the client and some camera equipment and creativity. I thought I was wrong but not trying to expand and I honestly didn't want to but I felt like that was what I had to do, not want to do. So hearing others being successful in the solo realm and not shifting over is nice to hear.

[@lfanoack]

So true, Man! I try to grow in other things, like coffee roasting or investing. Or just having a good time with my family and friends. Life is great and making vids should always feel like a passion! @@PNWMOTION

[@dqstudios]

Love the honesty! All the best in 2024 and beyond!

[@brandongeisler5897]

Nut up, film making it something you don’t quit on unless your heart was never in in the first place. First place.

[@bobsteinfinkel]

Good luck on the next phase of your journey, both poker and video! Been great and helpful following you to this point, you've been one of the small group of KZbinrs I've enjoyed watching most. Look forward to seeing what you do next!

[@contentm3893]

Bravo - You are the only honest guy in this production space. It didn't make sense because you knew you charged way too much. I said the same-thing about Cam McKay when he said he's bailing on the same-type of gigs, saying he's going to turn down jobs that don't pay a fair price.

[@AncientPath1]

Damien, always loved your work. Thank you for sharing and best of luck to you!

[@martinekwall4671]

I can understand after been busy in the commercial world for many years it can be nice with a break or a long break. I can relate to this as a photographer I wanted to evolve but at some point my customers didn’t and the jobs became the same and I felt like becoming less. It can become a trap. But one has to figure out a way how to live and expand as an artist and I think that is the biggest trick or clue. I also think that helping others in one way is most important, that one does good for the world and the people. Look forward to your YT videos.

[@JonasStuart]

Very interesting conversation. I'm on the lower tier as a solo shooter. I earn decent money as overheads are negligible. I am shifting after many years to a scalable model (with revenue streams) but still staying small. Interesting what you say about your youtube plans - I've planned to start a channel for many years but being too busy has made it pretty much impossible. My plans for youtube are just as big as ever, but the more time that goes by, the less I want to do it as a business - definitely focussing more on planning it to b a purely creative endevor focussing on what I want to make, and hopefully inspiring others to be more creative. I see this as a sure way of avoiding burnout.

[@The_CGA]

The tech landscape and prospective impact of commercial work just isn’t there anymore-this is the platforms

[@deovid]

All the best and curious to see where things go!

[@damiencooper]

thanks. Really looking forward to it too. There's some cool stuff coming on this channel for sure!

[@speliotis]

wish you well in the new year & congratulations on claiming your freedom

[@AndresTNG]

Wish you the best brother!! As long as you are happy.

[@theodberga]

I appreciate you genuineness, sincere good thoughts for your road ahead ! In simplicity often resides Beauty.

[@redfacilities]

I really enjoy your work Damien - thanks for the honesty and staight-talking around trying to make a living in this business. It's cool that you actually care about if your clients are getting value for money!

[@velvetsound]

I’ve had the same experience in 2 other industries now. I’m in software leadership and do film making of the side as a hobby (and I love your channel). I’ve run my own software business as CEO for 5 years before as well and came to the same conclusion as you did - there’s no middle size in most businesses (music, software, film) right now. Solo operators have undercut the middle and operating at the large end means operating a business and not being creative. I’ve found a happy medium being a director at a mid-sized software company as my day job, and doing film making + music as a side job solo operator in order to meet my creative drive. I’ve tried combining this multiple times and it doesn’t work, so I have a day job and a hobby job now. It works, but it’s a bit sad. As best I can tell the mid-sized creative space where you can run a creative business with 10 people is missing an equally mid-sized addressable market.

[@damiencooper]

yeah, same experience here. Glad you find a way that makes you happy!

[@gappo1301]

You’ve nailed my situation for the past few years man. I’m also in no rush to ditch my “real” job for the full-time filmmaking business because filming commercials and high-end TikToks is not why I picked up my camera in the first place. I’d rather keep it as a side hassle - making documentaries where I make all creative decisions, rather than go and end up shooting weddings and commercials to make my ends meet. For now at least it works just fine.

[@carstenortlieb5040]

Thanks for this honest video! I expierienced a bit similar story. I am a professional software developer. I was leading a department in a software company, when the top management changed. After beeing sacked I decided to make my passion photography my profession. I had some success photographing sailing regattas an stock photography. But lots of images got stolen on a daily basis and there was not a lot, I could do. Finaly I turned back to computer sience, now being head of IT of a small Swiss company. I still do stock and lots of photography for personal projects. And I can afford all the fancy equipment...

[@damiencooper]

yeah, that's the thing. If I have a lot of frustration in my day job I'd rather take poker bad beats than people stealing my photos or stuff. Easier to deal with :D

[@MrMolotov69]

I think you're absolutely right about the state of the business which has been evident for a while. Most small to Medium size businesses aren't seeing the value anymore in having expensive 'cinematic, high production value' content. They are seeing greater value in creating short form content for tik tok and reels which does not need to be polished and can be done by a one man band videographer. As our attention spans have gotten shorter and tik-tok has taken over, naturally businesses want to have a presence where their customers are. Nowadays existing in the low tier of commercial filmmaking is quite uninspiring, and reaching the higher tier of commercial filmmaking is less attainable due to budget cuts and an over-saturation of talented filmmakers / DPs.

[@JulianInglese]

Good move Damien... Life is short, do what makes you happy. I also understand your predicament trying to work within the 3 tiers of film making. I also feel opportunities in the small to medium-sized brackets are becoming fewer.

[@acamilop]

Good luck on your future plans. I got my ass kicked this year too. Your point of the middle of the market disappearing this year is spot on for me here in Colorado. I do mostly regional commercials and that business just went away. I have been barely keeping afloat, with low cost gigs and photography. Let’s hope 2024 is better. Thanks for as the great KZbin videos.

[@martinimi4740]

Vielen Dank, Damien, für deine offene Rede und deine klaren Worte. Du bist mir schon lange ein Vorbild in deiner Arbeit als talentierter Filmemacher... und als Waldviertler bin ich dir dankbar für deine Einschätzung und Meinung, welche hier in den Kommentaren deutlich und stark reflektiert wird. Ich hoffe, dich weiterhin auf YT zu sehen & zu hören, und wünsche dir alles Gute auf deinem weiteren Weg, sowie eine besinnliche Zeit zum Weihnachtsfest. Liebe Grüße, Martin

[@damiencooper]

Vielen Dank lieber Martin, der youtube channel wird definitiv weiter bestehen und sogar noch mehr Zeit bekommen!

[@J_HNP]

Welcome to video production. This happens to everyone… yes, even the big companies. Business budgets change due to external forces, and they spend less on marketing. If you’re in it for the long haul, you need to adapt constantly. And, do your best to work with established brands that have a clear idea of why they’re hiring you, and what they want out of the endeavor. In Damien’s case, he says he works with a lot of new companies. Perhaps this is an easy way for “quick” money, but it’s not a good strategy for “consistent” money. My tip for anyone trying to make a living in this world: Don’t work with clients who don’t have a clear idea about what they want to achieve with the content you create, and why they are paying you for your services. Your perceived value to the client is only as good as the strategy behind utilizing your video. No strategy = no point.

[@Inner_Tree_Media]

Really appreciate your honesty here. Your channel is still such a great resource. Thanks for your candor and hope to keep seeing a few videos now and then!

[@damiencooper]

oh, I'm really looking forward to all the youtube content.. and there's a lot coming too!

[@wiezyckifamily]

Really appreciate your transparency and persective! I agree on a lot of what you say and this is exactly why I've felt that having employees is not the right move for me personally and also keeping crews very small - many times just me as a solo producer/DP. Gear is now smaller, better quality, and especially suited to accomplishing a lot with only one person. From your description I'd put myself in the lower-mid-size productions. Charging a good rate for higher quality and expertise and in a niche where it's a huge advantage to work small or work alone. I think you'd personally get a lot of gratification in this type work since you're already so well versed in techniques which can pull a LOT of value out of a small crew. OH and I think maybe you realized as you said it how much a highly socialized government is terrible for small businesses. All those 'great programs' to help others come at a hefty price which government ALWAYS does an awesome job proving itself as the worst at efficiently and effectively managing those funds... which you and I work so hard to pay into.

[@hippy3000]

Funny, I had the exact same analysis in 2020. The middle class of commercial filmmaking is disappearing. It’s either float up or down. Down wasn’t an option, I’m not a student anymore. We floated up quite well, than floated a bit down. In the end, I found we’re not all the way up where I wanted. But up enough that we can continue. Not the big money to grow fast, but to keep going steady with a small group in the studio. And you what, I’m fine with this. We continu to be flexible with a broad skillset and help the clients we have and attract a few new ones every now and then. No big money, but we’re doing something different every week and are having a good time. As long we don’t float down, we’re good.

[@florianschfr]

Since I was not aware of your previous job your reveal was quite a surprise. Not the typical regular safe nine to five either. Good luck or even in poker more important good persistence!

[@danienelphoto]

It is vital to see if your work is actually justifiable for the client. You make great points, and I agree 100%. I try and be a sustainable product to my client, but I am very wary when I see that vanity projects that the client clearly cannot justify.

[@NickHiras-sz3pb]

Great video, congratulations on being true to yourself and not allowing companies budgets to define your life and happiness. All the best from USA!

[@personalchannel2340]

Sounds like now is a good time for solo filmmakers and content creators for clients

[@movimox]

I feel you man, full support! Get them all in Vegas :)

[@titusrivers5059]

Thanks for sharing! I have to say the KEY factor with commercial film making is making videos that sell. That's the only thing that matters. Often film makers will focus on image quality, gear and other things that doesn't involve making video that sells the product. Here is the WHOLE VALUE of marketing. Selling. Making videos that will make viewers buy. Companies will always pay and continue paying on videos that sell.

[@jessecumberledge4530]

You're doing the right thing. My wife does pretty well at youtube, but man, it's still cutthroat, and we areconcerned about the new way the ads are being implemented.

[@jomo2483]

Yeah, sounds like my year too. I'm in animation, I'm also pivoting to generate more of my own ideas and stories.

[@visualhandshake9526]

I used to do video post-production and production for years. I quit 8 years ago to become an ATP pilot. Now that I'm officially a professional pilot and fly for a living, video is my side gig, and I can afford anything I want to shoot with. I hated the rate race of finding and keeping clients and all that crap that went with it; to me, it was always a race to the bottom. Now, I film what and for whom I want to, and it's just a creative outlet.

[@jmanchester]

I'm subscribed and will stay subscribed! Best of luck and look forward to whatever content you create in the future

[@matt.banton]

Good luck with your new direction Damien! You are clearly a very talented man and you will succeed at whatever you apply yourself too. It must feel like a huge weight has lifted and you have your freedom back. No more annoying clients! Look forward to see what you create here in the future

[@damiencooper]

oh absolutely! And don't worry, I haven't forgotten about you. I will hit you up once we start our new youtube projects!

[@matt.banton]

@@damiencooperThat would be amazing!

[@amineouadrhiri636]

Thanks for the sincere video. I'm kind of in the same boat, but skipper between the first and second type of customers. Together with a group of freelancers we work individually as together on larger sets. This works pretty well for me/us at the moment. I want to complement you about the way you communicate in such a clear manner, you convey it very clearly and make me think. Not only now but also in the other videos you make, such as tutorials and gear videos. They are always great. Good luck with poker and maybe we'll see each other on set. Ciao

[@KofiYeboah]

We ironically came out with the same video at the same time I appreciate not being the only one in this, the tier systems spot on as I priced myself out of what I did well, and also the commercial stuff is a variable I can’t control either, like you, I’m going to balance both while kinda using KZbin as a way of funding those projects 🫡

[@Loqu4]

I think its mainly due to geography. Here in Singapore, our biggest spenders in digital campaigns are actually government agencies. We have government agencies that promote tourism, eating healthy, sustainability, be kind, upskill workers etc and they all have millions of dollars per year to spend on marketing. We get grants and support during Covid, businesses constantly get grants to make digital content which in return gives production houses more jobs. More and more big companies make Singapore their HQ and these companies have enough marketing budget to feed every production house in Singapore. Don't give up on this, there are plenty of countries doing well and taking care of their citizens. Dubai for one is also doing very well.

[@showshow8804]

From malaysia, I feel you and are experiencing your exact 2021 2022 and 2023 progression. In my opinion, you could disrupt the "low, medium, high" tier client bracket by creating a production company that could cater to all 3 barackets flexibly but that is another can of worms.

[@tonyroscaphotography]

Wishing you luck on your new career path! Do what you love and I know poker is a skill game pretending is a chance game, fold and live to fold again! Good luck!

[@maximilianogenes]

thanks for the video. It opened my eyes to the different forms of production. I think I'm from the lower class… a camera, gimbal, sound and lights. I love working alone. I don't even like having an assistant. I love my freedom and the money I make. I respect my clients a lot and I always seek to give them the best of my work. I hope everything works out for you. 🙌 Greetings from Colombia!

[@1bertoimagemaker]

This is a great video. Congratulations from Brazil.

[@1bertoimagemaker]

I hope the coming years bring you the success you deserve. Your content is of great quality and your work as a cinematographer is inspiring

[@9avedon]

Downtown Toronto ,1994, film production company closes after 33 years. Down turn in the market .Our main studio, Full time Production fee was $50,000 Canadian a week. Cutting edge technology has put the majority of studio's on the edge of bankruptcy.

[@BenPhanStudios]

Thanks for sharing brother, I respect you and I think you're making the right choice. I split my time between music and filmmaking and it helps prevent burnout in either field. I can't speak to the state of commercial filmmaking, but I've found a nice spot making documentary style videos for non profits. Your videos have helped me a lot, thank you!

[@scool7]

It would be great to see the two passions overlap. Documentary or a feature about poker could be one of the options. 🙂 Another thing which is quite interesting is interactive KZbin game show based on poker. Best of luck! The most important would be anyway to live a full life. :)

[@lanzarotepersonaltraining1563]

Very interesting and I understand fully so hopefully things will work out for you.

[@ego-shooters]

Junge Junge Junge, I can confirm most of what you state concerning the current business situation and cautious clients (I am based in Gerrnany). The largest inquiries I had this year were from companies that went bankrupt before they could hire me for the inquired project. I am doing like 90% photography and 10% of videography. I cannot see yet, where this is heading to. I am also looking more into creating my own content instead of trying to be booked by someone to create content. I actually think that this is the logical road to be taken since it is safer for companies to book some ad-time with a successful creator instead of creating something on their own.

[@damiencooper]

def. the way to go!

[@aperturefilm]

Damien thank you for being very honest, we all face these kinds of clients these days. either flaky or another way.

[@kunterbuntfilm]

Wow, I really loved the honesty in this video. It is really rare to see that on KZbin and I just want to thank you for that. In the german/austrian KZbin space you are definitely one of the most authentic sources in my opinion so I was happy to hear that you are planning to continue with that. Right now I am more of a solo filmmaker (lower class) and always wanted to be part of a bigger team in like the middle class but I understand your "struggles" which are apparent in this class right now or in general. In July I am moving from Munich to to Vienna and planned to reach out to you for an internship at you company but for that it is obviously too late now. Perhaps you would consider me as one of the supportive and passionate people behind your future videos. No matter what you do I thank you for this video and all the others and wish you only the best.

[@damiencooper]

Hey sure. We always need fellow filmmakers for our KZbin projects

[@vertigo710]

Best wishes on your new path

[@AnemosFPV]

I’m at 00:59 - I’m guessing it’s because less work and harder times in the industry due to higher interest rates. Many companies will go bankrupt with higher rates or barely survive

[@alienwisconsin]

Hey Damien, I have really grown to enjoy your KZbin content and thoughts about the world. I hope you don't entirely give up filmmaking as it would be a real tragedy. I'm going to purchase your interviewing class as a show of support. Best wishes playing cards, I do hope to see you return.

[@damiencooper]

Oh man, thanks so much. But in the contrary. I’ll even invest more time and resources into this KZbin channel now!

[@jerrtinlsc]

Most of my clients in Hong Kong also are going for small budget solo operations, social media requires quantity of content instead of "image quality"

[@dudedavid522]

The plants have taken over

[@peterheitmann2844]

Similar here as a solo filmmaker for corporate stuff. What drives me crazy is the new social media stuff... fast cuts, no content and story, and the client doesn´t see a goot lit scene, which takes a bit time. Many solo social media filmers doesn´t care about scene lighting, just content as fast as possible, because in a speed cut for insta stories or tiktok nobody seems to care. Mhh hard time.

[@treyvollmerDP]

Honest take from someone with real experience. Thanks for sharing this with us. I can relate with everything you said, and I respect your decision. God bless you in your next chapter of life.

[@victorugovic3933]

I have had that same experience. It's about freedom. One time I had to travel and one of me client (advertising agency) told me I don't have the right to travel. Wtf