people

Influencers of the Hospitality Industry


Interview with

Brosky Media

1. Who are Millennials to you?

Categorizing is always tricky. Some people define it by age/birth dates but I think looking at people’s behavior is probably just as accurate. You spend more time online than offline, content that first occurred 48hours ago is considered old and are instinctively fed up of the mindset/ideas of the baby boomers, that's a pretty spot on description of a millennial. Some people born in the 80ies identify with this stuff others don’t but I think most people currently in their early-mid 20ies fit this description. Those that don’t might still be considered Gen-Y by researchers but they don’t embrace the general lifestyle of our generation which is why I am not too keen on fixing the term Millennials to dates but rather a behavior.

brosky

Brosky media

Brosky Media - Swiss Video & Photography | Dominik Lang, Manouil Karapetsis and Florian Dahm

2. You are young graduated from the best Hospitality school in the world (EHL), where does the passion for the Media industry come from?

It’s not necessary just a passion for media but the passion to create, communicate creatively. Media is the tool to do so and for us the most effective one. That's why we got passionate about it in the first place I guess. I couldn't put my finger on a certain reason or event that made me want to be in media and I think it's the same for all of us. We are here, we love it but we never sat down and said: I want to be a director / photographer, let's get some training on it and then call our self that. That’s forced. It came naturally and suddenly we were hooked.

3. Coming from the Hospitality Industry, how do you differ from other Media companies and how do you benefit from it?

Nobody cares if you film in 8-or 10bit how many FPS your camera can shoot and why you shoot in Log profiles. The main priority is Why. Why do we film/photograph this project, why are you hiring us. Purpose first, then process looking at the tech stuff, actions we need to take and focusing on the result last. Most (media) companies go the other way asking “what is the kind of result you are looking for?” - That's not wrong. Simply different. We prefer looking at the motives of our clients, goals of communication or sales numbers and work our way towards the content.
EHL taught us a lot about purpose and belief and gave us an understanding that most companies do not exist to sell their services but have a belief or reason which they aim for, the How and What are simply there to follow that believe and make it happen.

4. Video and Photo content creation are gold nowadays, especially in this frenetic digital age. Among your portfolio you have prestigious name that you worked for such as Cartier and Accor Hotels. How do you manage to attract such high standard clients?

Network, Network, Network.
The EHL/AEHL community proofed to be a huge help. AEHL folks over the place. Supportive and willing to give us a chance. Word of mouth helped us a lot and in the end also the extra nightshift/weekend of work here and there. Never stop hustling. If somebody wants you to work 18 hours on a Sunday you got to make a choice: is it worth it? So far the answer has always been yes and that's something clients appreciated and come back for.

5. How important is reputation and to build a solid portfolio in such a competitive industry as the Media production?

Reputation is everything! Starting fresh wasn’t easy. We were new. Nobody had heard of us before and if they did it was as a bunch of students from EHL filming for fun. Changing that and showing we are more than just student-fun-movies was key. Once you got the trust form 3-4 big clients and can show the work people start to take you serious.

6. Influencers such as Youtubers and Bloggers built their success on social medias, mostly by using simple equipment such as smartphones or non-professional cameras. Why do companies prefer Brosky Media to an in-house approach?

We built a bridge between the large commercials that are produced for international advertising, 5 agencies involved and cost 800k and the in-house stuff where the intern has to bring his camera to the office to take some photos.
Brands need more content but it still has to be qualitative. If you communication looks shitty, how can the client expect a quality product? So in house is great, it works well and is cost effective!
But for companies trying to maintain an image, it is not about being seen and get tons of views/likes but how they are being seen. Nicely photographed/filmed products and events looking sleek is what counts for them. Everybody can do a live stream or take a photo with a phone. Throwing out content is easy.
You can not differentiate yourself with that, you got to make it creative, quality stuff. The human attention span is currently estimated to be 8 seconds (according to Microsoft Corp research). Brands are starting to realize they rather fill these 8 seconds with quality visuals created by people that specialized in the field rather than quick and dirty cheap content.

7. You don’t only execute projects but also plan concepts and develop ideas, how does this work?

Concepts take much more time than most people think. We shoot (photo and film) only about 20% of the time. The rest happens in the office. The ideas come in the shower, during a run through the city, while sitting on an airplane....you get the idea. It’s loads of paperwork after that. Throwing ideas at each others and making wild plans helps and is fun, the challenge is to stay in line with budgets as well as company guidelines.

8. 1. What do you want to achieve with your company in the next couple of years?

World peace.

 

July 2017