Content creation can be a tricky project to undertake without the right resources, time, and money. In this digital age where branding is key, making one’s vision a reality is becoming all the more essential in imagery, marketing campaigns, and associated projects. Pixel Point Media specializes in creating high quality and engaging content for artists and brands. The Vancouver video, film, and motion graphics production team’s portfolio features a variety of music and event videos, motion graphics, and advertisements. I spoke with Creative Director, Jony Roy, about initial learning curves, his approach to a new project, and video content as an increasingly popular medium.
Staff Writer: Chloe Hoy
ON THE LAUNCH:
A former high school band member, Roy had always been intrigued by the technical side of artist content creation. The band’s breakup allowed him the time and creative vacuum to pursue his own freelance video projects, before officially forming Pixel Point Media in the summer of 2015.
While Roy remains the lead in most projects, the Pixel Point team is rounded out by Audio Engineer, Cezar White, and Videographer, Roman Zugarazo. “Cezar has been a good friend of mine for awhile, so I didn’t hesitate to get him involved,” he says, “Roman does a lot of his own videography work and I got to know him a little more recently through his work in the music industry.” The size of a project dictates the team’s involvement, with Roy focusing on the creative and core aspects of the shoot, and White and Zugarazo on the technical jobs. Roy, however, is quick to praise his team members’ contributions: “They’re also great problem solvers and are extremely valuable to have involved in the shoot as a whole.”
“The job actually funded itself pretty naturally,” Roy exclaims. Initially, his already owned camera and lens allowed him to complete the basic projects he’d been working on. Paired with a day job to pay the bills, Roy was able to directly invest in more gear and equipment to match the demand and complexity of new projects. Understanding that an upfront capital investment is not feasible for everyone, he suggests renting gear for shoots as a start.
ON TAKING ON A NEW PROJECT:
“Usually, the process starts with us meeting with the client and narrowing down their budget and the type of video they want to do. Once we have a concept, we develop it with varying input from the client, depending on how involved the client wants to be.” Following a shoot, Roy prefers working alone on the editing floor, before sending it back to the client for review. Understandably, the team’s involvement in all phases of production can fluctuate the duration of projects. “[We’ve] done live session and event shoots which we planned the week of the shoot, shot, and then had edited a day later. [We’ve] also had larger projects that have taken months to complete!”
ON NETWORKING AS A STARTUP:
“I’ve been fortunate enough to have made a ton of artist connections back when I was more involved as a musician,” Roy says of his years prior. Noting that his involvement in the Vancouver music scene played a significant role in Pixel Point Media’s launch, Roy did not have to do serious scouting following a few free initial projects. “It seemed like there was a bit of a vacuum in the local music video market, so I found it extremely easy to take over a lot of it.”
To date, the team has produced videos for up and coming artists including Gabriela Geneva, Kyle Stibbs, and Woke Up Waiting.
ON THE IMPORTANCE OF HIGH QUALITY CONTENT:
“A lot of artist discovery happens through the Internet, which is a medium in which artists can express themselves in many ways. I think it’s really important for newer artists that are serious about their career to establish a good foundation of content and a good image for their brand. I would say a big part of that is having video content to go with their music releases. Video is a great way for an artist to make their brand interesting, memorable, and professional.”
ON LEARNING CURVES:
“I would say the hardest part of the job so far has been finding the right time to charge the right rates. Because we’re mainly working with local artists right now, the budget available for these videos tends to vary a lot. You want to find a balance between making the profession cost effective, but also being affordable enough to get a good amount of work.”
Starting out, Roy would volunteer his services and charge minimal amounts for his work, because he loved what he was doing. While his passion remains strong, his mindset has changed as Pixel Point continues to grow as a business. “I was pretty quick to raise the prices so I could fund my own camera gear and be taken more seriously as a videographer.”
ON PLANS FOR 2016:
Aside from a large queue of music and lyric videos the Pixel Point team expects to tackle, exciting plans are in the works – original content. “We’re planning to, potentially, shoot a short film. I can’t say too much about it right now, but we’re really excited to work on our own narrative project. It will be costly for us though, so time will tell if it ends up being something we do more often,” Roy shares.
ON ADVICE FOR FUTURE STARTUPS AND MEDIA COMPANIES:
“It’s really important to find a network of friends and acquaintances that are also passionate about their own projects. These people can help motivate and inspire you to keep working hard on your own project. I’ve been very fortunate to have really talented friends working as artists, audio engineers, and web developers. They’ve been working hard on their careers, and they inspire me every day to keep moving ahead with mine.”
Peep Pixel Point Media’s impressive (and growing) portfolio at www.pixelpoint.media.