Our New York-based Executive Producer Stacey Altman on her whirlwind career, getting to the heart of a story and what content trends to expect in 2019.
You describe yourself as a veteran content creator – tell us more…
I’ve been in the business for more than 20 years, creating content for branded and digital pieces, to news and long-form documentaries, and even reality and lifestyle TV. It’s been a whirlwind of a career, but with every piece of content I create, I strive for the best storytelling and bringing the subjects to life in the most dynamic and visual way possible.
What’s the key to making the perfect piece of branded content?
At the heart of any piece of branded content we strive to understand what the story is and highlight what the brand wants to convey. With that, anything can be produced! There always has to be a beginning, middle and end – or a problem and solution. From there, it is making sure the idea is on brand, but bringing something new to the table and making sure the viewer gets “it” in the most impactful way.
What are the most common mistakes made when creating branded content and how can they be avoided?
Understanding what the client wants to convey and what the strategy behind the media plan is the most important thing. If the client is not on board, it’s downhill from there. So talk to the client and come up with out-of-the-box ideas and solutions that everyone can embrace. Sometimes a little different is a good thing for all!
What’s the most rewarding part of your job?
Seeing the pieces come from a seedling of an idea to a final produced piece of content everyone can enjoy. And one can only hope to change the minds of the audience and be entertained at the same time.
What are the content trends we’ll be seeing in 2019?
I think we’ll see more animated, VR and 360° video being intertwined with traditional storytelling. Premium content, whether that’s short or long-form is HOT now, and there will always be a trend for wanting to up the ante on content that looks amazing and wows the audience. Of course, OTT is huge now, and we’ll see more integration with companies like the Netflix and Amazons of the world.
And finally, tell us something very few people know about you.
I’m an identical twin. Both my sister and I are in production – we just play in different mediums. I’m a video producer and she is a photojournalist. All these years in the industry, and we’ve only worked together once. It was Altmans everywhere, but the best time I’ve ever had working. We work exactly the same, just with different cameras. There is that saying that you need to have a certain dance with your crew and it was quite the tango.