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Artistic professionals are sometimes multi-dimensional. An architect may additionally design furnishings. A author might compose music. And a performer, equivalent to Matthew Gattozzi, founding father of Goodo Studios, might shift to images.
Till early 2020, Gattozzi was an expert ballet dancer. A again harm pressured a profession change and the launch of his enterprise, which produces photographs and movies for ecommerce corporations. “We work with established and up-and-coming manufacturers by understanding methods to use and leverage content material for income,” he instructed me.
He and I just lately mentioned his journey. The audio of our complete dialog is embedded under. The transcript is edited for size and readability.
Eric Bandholz: Inform us about Goodo Studios.
Matthew Gattozzi: We create photographs and movies for shopper manufacturers. We do TikToks, user-generated content material, and high-end or paid media, utilizing the whole lot from cinema cameras to iPhones.
Earlier than Goodo I used to be an expert ballet dancer. I danced all through the U.S. and Europe. I used to be dancing at Ballet Austin and injured my again. So I needed to cease that a part of my profession and shift to photographs and movies. I just lately moved from Austin to Seattle. I used to bop there, and I met my spouse there.
I based my firm in early 2020. It was simply me, and I didn’t begin in ecommerce. I labored domestically in Austin with many wonderful eating places, however issues got here to a halt with Covid. I needed to shift and rebuild. Now I work with a crew of photographers, creatives, and editors. It’s not simply me anymore.
Many consultants within the house went to high school and realized brand-building abilities. I didn’t go to school. I used to be supposed to bop till I used to be 30 and ended up jobless at 21. I knew loads about social media, however folks weren’t excited about hiring me as a result of I didn’t have a resume. I needed to say sure to the whole lot at first, which was onerous, however it was additionally good as a result of I might work out what I wished to do.
It helped me to appreciate that the folks I serve are advertising and marketing managers and paid media professionals. I tailored my communication to talk to them. I began taking what I do as a artistic and translating it into how they discuss. Many creatives don’t do this.
We work with established and up-and-coming manufacturers by understanding methods to use and leverage content material for income. Manufacturers spend money on content material, however in addition they have the mindset that the content material will generate earnings. So we converse to that and assist construct model methods — on natural channels, product pages, web sites. We study to adapt to the newest media consumption. For instance, once I began two years in the past, TikTok wasn’t as outstanding. Many of the movies I shot had been horizontal. Now the whole lot is vertical.
Bandholz: How do you deal with copyrights?
Gattozzi: My method is to be as beneficiant as attainable. I inform my purchasers, “You need to use this content material. You’re investing in these photographs and movies, and also you get unique rights, copyright makes use of, and business use all through, with no licensing.”
I’d lose out as a result of I’m not nickeling-and-diming the model, however I’m making an attempt to determine a long-term relationship. I’m slightly non-traditional in that approach. Some creatives say, “You need to know your value; put your foot down.” However I need to change how we produce content material. I need to work with main manufacturers. I’m not going to get there except I do one thing completely different.
A buzzword you’ll hear loads is artistic technique. It boils right down to content material creation. Creatives for giant advertisers are lacking out by not adapting to how briskly media strikes and the way rapidly manufacturers have to create. We’re making an attempt to construct a content material engine for manufacturers. We give you concepts, take a look at these concepts, and execute them.
We contain crew members in the whole course of. Disjointed manufacturing is widespread within the business. An incredible photographer who isn’t a part of the planning gained’t perceive how the photographs can drive gross sales.
Bandholz: Describe a Goodo Studio engagement.
Gattozzi: Most manufacturers ought to concentrate on why shoppers are shopping for. Typically we’ll ask purchasers that, they usually’ll checklist their product options. Okay, cool, however what do your prospects say? It’s good to perceive your target audience — discuss to them and do surveys. The concepts are infinite for those who study your buyer psychology. Most manufacturers miss that. So I advocate for the intent behind the photographs and the movies.
We do photograph and video shoots. However we additionally do TikToks, user-generated content material, and advert enhancing. We take current belongings, and we extract worth from them. When a model involves us, we begin with enhancing earlier than we shoot something. The exception is an upcoming model or product launch.
We take a look at why prospects purchase and undergo a course of to determine that out. Most manufacturers have a backlog of nice content material. They simply haven’t remixed it sufficient as a result of they don’t have the assets or the crew.
As soon as we’ve confirmed some ideas and generated concepts, we double down and scale these ideas and take a look at extra. Then we are able to herald creators which might be best prospects for that model. We give you the briefs and ship the product out to them. They shoot the whole lot and ship it again to us. We edit all of it.
We’ll rent a crew, whether or not it’s in Seattle or in Austin, to work on the manufacturing. That’s how we flip round. We don’t do photograph and video manufacturing with a model each month, however we do plenty of enhancing. That offers us time to plan these shoots. Many manufacturers are hesitant to spend the cash for in depth manufacturing for concern it should flop. So we attempt to take a look at the ideas early with some low-lift artistic, then go to greater productions.
Bandholz: What makes somebody artistic?
Gattozzi: A wonderful artistic asks nice questions, interprets the solutions, and uncovers what the shopper needs. A awful artistic will say, “Okay, acquired it,” and depart. Asking plenty of questions helps the model pinpoint an issue. Some come to us and clarify what they want. It may be difficult for people to explain an thought of their minds. I’ll ask them questions. How is their enterprise? The place has their advertising and marketing been? The place are they making an attempt to go? Why do they want a creative partner?
Typically, after the primary name, we understand they don’t want photographs or movies. They want enhancing. It can save you manufacturers 1000’s of {dollars} by asking the best questions.
Bandholz: How can listeners join with you?
Gattozzi: They will go to our web site, GoodoStudios.com, and subscribe to my e-newsletter. I’m on Twitter and LinkedIn.
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