SpeedMedia is a bicoastal post studio whose headquarters are in Venice Beach, California. They offer editorial, color grading, finishing, mastering, closed captions/subtitles, encoding and distribution. This independently-owned facility, which has 15 full-time employees, turns 10 this month.
We recently asked a few questions of Kenny Francis, president of the company in an effort to find out how he has not only survived in a tough business but thrived over the years.
WHAT DOES MAKING IT 10 YEARS IN THIS INDUSTRY MEAN?
This industry has a high turnover rate. We have been able to maintain a solid brand and studio relationships, building our own brand equity in the process. At the time we started the company high-def television content was new to the marketplace; there were only a handful of vendors that had updated to that technology and could cater to this larger file size. Most existing vendors were using antiquated machines and methodology to distribute HD, causing major bottlenecks at the station level. We built the company in anticipation of this new trend, which allowed us to properly manage our clients post production and distribution needs.
HOW HAS THE POST PIPELINE CHANGED IN A DECADE?
Now everything is needed “immediately.” Lightning fast is now the new norm. Ten years ago there was a decent amount of time in production schedules for editing, spot tagging, trafficking, clearance, every part of the post process… these days everything is expected to happen now. There’s been a huge sense of time compression because the exception has now become the rule.
WHAT DO YOU SEE AS THE BIGGEST CHALLENGE IN THE FUTURE?
Staying relevant as a company and trying to evolve with the times and our clients’ needs. What worked 10 years ago creatively or productively doesn’t hold the same weight today. We’re living in an age of online and guerrilla marketing campaigns where advertising has already become wildly diversified, so staying relevant is key. To be successful, we’ve had to anticipate these trends and stay nimble enough to reconfigure our equipment to cater to them. We were early adopters of 3D content, and now we are gearing up for UHD finishing and distribution.
WHAT DO YOU SEE FOR THE FUTURE OF YOUR COMPANY AND THE INDUSTRY?
We’re constantly accruing new business, so we’re looking forward to building onto our list of accounts. As a new technology launches, emerging companies compete, one acquires them all and becomes a monopoly, and then the cycle repeats itself. We have been through a few of these cycles, but plan to see many more in the years ahead.
HOW DID YOU ESTABLISH THAT FOUNDATION?
Well, aside from just building a business, it’s been about building a home for our team — giving them a platform to grow. Our employees are family. My uncle used to tell me, “If you concentrate on building a business and not the person, you will not achieve, but if you concentrate on building the person, you achieve both.” SpeedMedia has been focused on building that kind of team — we pride ourselves on supporting one another.
HOW WOULD YOU DESCRIBE THE SPACE AT SPEEDMEDIA STUDIO?
As comfy as possible. We’ve been in the same place for 10 years — a block away from those iconic Venice letters. It’s a great place to be, and why we’ve never left. It’s a home away from home for our employees, so we’ve got big couches, a kitchen, televisions and even our own bar for the monthly company mixers.
Stop by and you’ll see a little bit of Matrix code scrolling down some of the walls, as this historic building was actually Joel Silver’s production office back in the day. If these walls could talk…
HOW HAS VENICE CHANGED SINCE YOU OPENED?
Venice is a living and breathing city, now more than ever. Despite Silicon Beach moving into the area and putting a serious premium on real estate, we’re staying put. It would have been cheaper to move inland, but then that’s all it would have been — an office, not a second home. We’d lose some of our identity for sure.
WHO ARE SOME OF YOUR CLIENTS?
It all started with Burger King. I have a long-standing relationship with the company since my days back at Amoeba, a Santa Monica-based advertising agency. I held a number of positions there and learned the business inside and out. The experience and relationships cultivated there helped me bring Burger King in as an anchor account to help launch SpeedMedia back in 2007. We now work with a wide variety of brands, from Adidas to Old Navy to Expedia to Jaguar Land Rover.
WHAT’S IT LIKE RUNNING A BICOASTAL BUSINESS?
In our business, it’s important to have a presence on both coasts. We have some great clients in NYC, and it’s nice to actually be local for them. Styles of business on the east coast are a bit different than in LA. It actually used to make more sense back in the tape-based workflow days for national logistics. We had a realtime exchange between coasts, creating physical handoffs.
Now we’re basically hard-lined together, operators in Soho working remotely with Venice Beach and vice-versa, sharing assets and equipment and collaborating 24-hours a day. This is all possible thanks to our proprietary order management software system, Matrix. This system allows SpeedMedia the ability to seamlessly integrate with every digital distribution network globally via API tap-ins with our various technology partners.
WHEN DID YOU KNOW IT WAS TIME TO START YOUR OWN BUSINESS?
Well, we were at the end of one of these cycles in the marketplace and many of our brand relationships did not want to go along with the monopoly that was forming. That’s when we created SpeedMedia. We listened to our clients and made sure they had a logical and reliable alternative in the marketplace for post, distribution and asset management. And here we are 10 years later.