INDUSTRY STUDIOS
IT’S HARD TO JUST BE A traditional four-walls STUDIO THESE DAYS” uses of studio space, such as YouTube creators The Sidemen. “This is exactly where we need to be – exploring all these different platforms. Things are emerging and changing, and as a facility we have to be up for that,” says Morrison. Broadley Studios in London, which started life as a TV studio and celebrates its 20th anniversary this year, has also noticed a definite shift in what clients want – and that in turn has driven them to evolve their offering. “It’s hard to just be a traditional four-walls studio these days,” ponders owner Richard Landy. “You need to be offering other things to make ends meet and keep yourself relevant.” At his studio, that’s included services like Broadley AI – producing AI-powered content ranging from virtual presenters to localisation – and broadening virtual production capabilities. “For us, it’s about investing in new tech and doing stuff that other people don’t. I think our size also helps us be more agile,” he sums up. “I believe the most successful people in life are the ones who can adapt to change quickly - you’ve got to diversify, and can’t keep doggedly holding onto something that’s disappearing. We work with a range of broadcasters, influencers, brands, individuals, movies; we’ve done exercise videos, beauty stuff – it’s a bit of everything, and that’s working for us.” DEFINING A VALUE PROPOSITION As competition grows, studios are doubling down on strengthening their identity and service. Relative newcomer Shinfield Studios benefits from having a
brand-new site, built to meet modern production needs right up to the highest budget and most ambitious features, but what can really set them apart, according to Gallagher, is their laser focus on detail. “Whether that’s through provision of ample parking across the site, large perimeters around stages for production vehicles or thermal- controlled stages so that heating or air conditioning is needed less frequently. The list goes on,” she says. “But the message is: we make production easier.” Broadley’s Richard Landy says that his studio’s value proposition is a combination of good value for money and the ability to act as a full-service, one-stop shop that provides clients with multi-channel storytelling. “We offer production finesse and can hold a brand’s hand when they’re creating content – they come with their ideas
and talent, and we can create it well and cheaply for them,” he suggests. “I’ve got one client who I’m making avatars for, doing podcast discussions with in a virtual set, covering live and streamed events and more – we understand the brand’s message and how to get that across. We’re hitting all of those different verticals in communication; you’ve got to be doing socials, B2B, B2C, AI, website development – and we can offer all of it; we’re like an agency in how we approach things. This client lets us know what’s coming up and his key messages, and we find the right way to get it out there.” For many productions, sustainability has moved higher up the priority list – and Norris reports that it’s now part of every serious conversation. “More productions are asking about energy efficiency, waste management and local sourcing,” she says. “So studios are
58
DEFINITIONMAGAZINE.COM
Powered by FlippingBook