Making Cents

Bill Berg-Hillinger
August 2006

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Maybe lately you look at your camcorder and think about ways to make some extra cash. Or maybe you want to start a new career or business in videography. If you have the desire, the opportunities are out there. But the first question you should ask yourself is, "What do I want to do?"

With so many prospects in the world of videography, to decide what you want to do can be daunting, especially if you don't know what's available.

You can sum up most videography work into two categories: family and corporate. Family projects involve events that relate to someone's personal life while corporate projects are business-related in nature.

To pick the right field, take into account the kind of person you are. If you don't mind kids, like to meet new people and prefer to work on a more personal level, consider the area of family. If you would rather avoid all those things and work more with products and companies, consider the corporate area.

While both sides offer plenty of opportunities, family projects tend to be easier to get and there's less risk of being niched into a single type of work. But compensation is usually better for corporate projects.

With family work, people immediately think of weddings, bar mitzvahs and birthdays. Truthfully, videographers are sought for almost any special event that happens in someone's life: anniversaries, high school reunions, recitals, school plays and concerts, Christmas parties, graduations -- even special trips. But family projects aren't strictly limited to simply recording memories.

Think you're the next Ken Burns? Why not create video biographies and memorials? Similar to a documentary, these projects tell the story of a person, family or group through a combination of interviews, collected footage and photographs. Some of the most creative and fulfilling projects I've done fall into this area.

Most of us are probably familiar with corporate presentations, training and product videos. However, corporate work can be as varied as the business world itself:

• Commercials for local businesses or political campaigns: This is one of the best places to get your start.
• Music videos: Record labels always want to see what a band looks like before they sign them, so every local band wants a good video made. And really, what are music videos but simply three-minute advertisements?
• Real estate videos: Companies know that video presentations of their "products" can enhance a buyer's desire to purchase.
• Video resumes: Television news or jobs in public speaking require these to see what applicants looks like when they perform.
• Legal videographer: Create case-related documentaries and shoot depositions for use within the court system.
• Tribute reels: Similar in form to a video biography, but focuses primarily on the subject's business achievements.

Don't bother placing an ad in the local paper or phone book when you first start. This passive approach rarely works in the beginning. Be proactive.

• Ask around: This is one of the first (and best) things to do. Nothing gets you in the door faster than a referral. This is especially true with family events. Friends, neighbors, relatives -- someone's always planning something. Those who organize an event are often busy, so a simple introduction is all you need.
• Network: Create a business card, then get out and meet people. Attend trade shows. Join online communities that help connect you with potential clients. Networking is a great way to develop relationships.
• Go to the source: Want to shoot a music video? Hit the local club scene and meet bands. Want to work in real estate? Visit real estate offices. Hunt down the work because the work won't come to you.

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