The future of content and producers in the world of AI with John Pagano

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Hello everyone, and welcome to another episode of OpsCast brought to you by MarketingOpscom, powered by Osmo Pros.
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I'm your host, michael Hartman, flying solo once again, but for good reason.
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This is the.
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I guess there's still a little bit of Mopsa Palooza going on 2024, but it is the day after the majority of the event ended.
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It was a great time, and so I'm sure Mike is recovering and Naomi may be traveling today, so, but today I am joined by John Pagano.
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John is a highly accomplished and innovative creative professional with nearly 20 years of experience in the media industry.
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He currently serves as the vice president of the digital studios at Paramount slash Nickelodeon.
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He has played a pivotal role in shaping the creative landscape of one of the world's leading entertainment brands.
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He's known for his forward-thinking approach.
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John has developed an innovative AI post-production system enhancing the speed of editorial-based content creation.
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His expertise extends beyond digital platforms as he continues to produce content for Nickelodeon's linear channel, on-air special streaming platforms like Paramount Plus and consumer product launches on YouTube.
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John, thanks for joining me.
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Thank you so much for having me man Great intro, Appreciate it.
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Yeah, that's a mouthful.
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I feel like it was not complete, though, knowing what we're going to get into.
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It makes me feel old, primarily, but it's all good.
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You should feel young with me here.
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I'm always the oldest in the room on these calls.
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I feel like you know.
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Um, as we talked about before this right, you're a new father.
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I'm an old father at this point so yeah, anyway, yeah, we were just writing stories about that before.
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That's a whole other producing job and far more challenging than I guess both our professional careers combined yeah, I wonder, I wonder.
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yeah, I know we're gonna get into ai a little bit here, but I wonder if ai will More challenging than, I guess, both our professional careers combined.
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Yeah, I wonder, I know we're going to get into AI a little bit here, but I wonder if AI will make that process of figuring out what the hell to do as a parent any easier or better.
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Who knows?
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I'm sure there's a lot of young dads and moms prompting Chad GBT.
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How do I do this?
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How do I do that?
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So yeah, man, man, who knows?
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I can only imagine the kind of crazy stuff that goes into that.
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That would be.
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That would be an interesting one, just to see, like what people are putting in there for, for, for parenting frightening right.
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It probably starts with holy shit, what's happening, what am I doing?
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yeah, what is this that just?
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Came out of my little human right.
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Yeah, all good.
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Um, okay, so let's start there.
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Like I did an intro for you, but I think most of the people in our audience who are going to be in marketing or marketing ops are a lot of them are b2b, so not familiar with the kind of role that you have and what you do.
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So maybe talk a little more about what it is you do, what your team does, in your current role.
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Yeah, yeah, yeah, fantastic, yeah.
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So, as you mentioned before, I'm one of the vice presidents at the Nickelodeon Digital Studios over at Paramount and, in a nutshell, what we do is I have a team of writers, producers namely editors, animators and we create content for Nickelodeon's portfolio of YouTube channels.
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It's a lot of material it's 53 YouTube channels, has global span.
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We cut over 1,200 videos a month.
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The majority of our videos mostly all of our videos are in English and then we localize them to a bunch of different languages that hit all of our different international channels.
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So we really are IP experts first and foremost.
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Right, I like to say that we take you through your entire Nickelodeon lifespan.
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So we work on Nick Jr property, preschool properties from Paw Patrol, then, when you're a little bit older, from, let's say, seven to 11, and into SpongeBob.
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We create content for that.
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And we create content even for older Nickelodeon kids who are nostalgic with our Nick Rewind properties, those kids who are in college and beyond now, who grew up with iCarly and Victorious and things like that.
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So it's all digital content all the time.
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But it's been fascinating, especially with the rise of technology and us trying to figure out how the heck do we do more with less, which is whether or not you work for a legacy media company like mine or a B2B business.
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That's really the name of the game, right In today's economy and society is, how do we take very limited resources and make a lot of stuff out of it, and our journey has really forced our team to adapt in incredible ways to hit that volume of work.
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Yeah, I think the thing my kids, if they actually listened to this, would take away as you talk to the guy who's behind SpongeBob right, I'd like to say that SpongeBob is my boss.
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That's usually my opening line when I'm doing some keynote stuff.
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Yeah.
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Yeah, yeah, that's good, that's good.
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Cocktail party starter talk.
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You know that kind of stuff, man.
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Um, all right, so that's so.
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I think that is really helpful to get that background Again, most of our listeners are going to be in operations of some sort, related to marketing or sales or revenue in general B2B and they may be scratching their heads like how does that tie to what we do as operations professionals?
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So how do you?
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You know we've talked a little bit about this, but how do you think there's a tie in from what you're doing?
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Because I think the simple way of listening is oh, you're just generating a bunch of content.
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We already have people who do that.
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Yeah, well, I think there's a lot of commonalities, whether or not you know you work for a legacy media company or B2B business right.
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Number one is understanding your audience.
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Who's your audience?
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Who are you marketing this content or product towards?
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Right, in our case, we uniquely know that our audience are from preschool age to young kids, to young adults.
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So I think that's number one.
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When you're creating content, you have to use a narrative storytelling, different video formats that directly relates to your audience.
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Video formats that directly relates to your audience, because that retention, that original or high watch time, which is our main KPI, is really the difference between successful and unsuccessful.
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Even, look, no matter what it is, if you're marketing shoes, you need to have content that basically hits with your audiences.
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What are they into?
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How do they view the world?
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And I think, in doing that, in creating that authenticity in the content, it directly relates to your audience.
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And look, I mean we're experts in our shows, but I'd like to think, moreover, we're really experts in what a Nickelodeon kid is.
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Right, we know that our particular Nickelodeon kid, it's not like a Disney kid, right, it's the kid with the scraped knee.
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It's a kid who has interests that are kind of more wild.
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Right, I mean, we're the birthplace of shows like Rugrats and Pete and Pete just kind of dating myself, but the defining factor in all those shows, including SpongeBob, is it kind of takes life and puts it on a tilt.
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It has that view of creativity and being different as being a good thing.
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So I think it relates.
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I think it all comes down to who your audience is and you know, you know and uniquely, especially from the video perspective how to reach those folks and how to create engagement.
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Yeah, I can see that.
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I mean that's a key thing, I think, for the folks that are in marketing and sales really although we've been recently, including at Mops Palooza having a debate about is marketing operations marketing or is it not marketing Not to go back down that rabbit hole.
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But I think your point about really understanding your audience is one that I think I want to hammer home a lot with people.
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I think we've got, especially in our ops community, we've got people who can tend to get frustrated with, say, their counterparts in sales or in other parts of marketing.
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They don't understand what they do, and I think that part of the job is to be advocates for your customers.
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You know so when you're doing marketing activities, like, are you doing things that are going to benefit that relationship?
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Yeah, yeah, and I think you know it's.
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It's maybe it's hard to do, especially today, when we live in now with practices that are based on data, based on AI, based on technology, I think sometimes the customer can get lost to the person that you're marketing towards.
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So what I tell my folks is it's a helpful exercise to visualize who that client is.
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Who are you speaking with?
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Right?
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You know sometimes also, when you're talking to different business partners, you're just kind of bound, especially in a hybrid or remote environment.
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You're just behind the keys that are on your screen.
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So I think, be inquisitive about the other person that you're communicating towards, right, that communication really is the basis for all of marketing.
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Whether you're doing what we're doing, which I feel is indirect marketing, it's creating content that's so authentic that you don't even realize that you're building up your own personal hunger or desire for our content, which would motivate somebody to buy a ticket to a movie or buy a SpongeBob backpack.
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So I think having that humanization of who the client is and who your partner is, it's so incredibly important.
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Yeah, totally yeah.
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I think that's good.
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I'm going to get the numbers wrong here because it's been a while since we talked, but also you just went through it quickly.
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But if I remember right, you said that your team works through.
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It's in the thousands of uh videos every.
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Was it every month, every week?
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I can't remember the exact time frame.
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Yeah, yeah it's crazy, over a thousand years.
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So when we spoke earlier, which was now probably months ago, I think, at that time you, like you had been talking to you told me about, over the course of the last 12, 18 months or so, that your team has been leveraging AI to accelerate, that, maybe make it more efficient.
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So can you tell us a little more about what you're doing with AI and video content?
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Yeah, absolutely, absolutely.
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So it's been a fun journey, right, and I think what I like to be a proponent of, or the new philosophy that me and my team are kind of really putting into motion, is the idea of what the producer of the future is right.
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So, with the emergence of technology, me and my team are like what the hell is even AI, right?
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I'm talking about like back in 2021 and 2022.
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So what it's let us down is to looking at how can we utilize technology so that creatives can create right.
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When you work in a department like mine, there are so many things that you have to create that oftentimes you go through a reflexive process of editing, of shooting something, of creating animation, and it really kind of deters, I think, from quality, right, or the idea of getting you know being successful or getting results.
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So, long story short, we partnered and had a lot of interesting conversation with some internal folks within our company data scientists, different ops and tech people and we found a particular piece of homegrown technology that really worked wonders for us.
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I mean, it's something that's becoming more popular now.
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We're utilizing caption file searches.
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You can utilize a keyword search to find the clip that you want.
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And in our business, in our day-to-day, that's like gold, because when you're creating four-hour long videos or a 20-minute long, deep dive analytical video that talks about the different vicissitudes of, like SpongeBob characters or characters from Avatar, you need a ton of clips to support that.
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You know, when I was a producer, it would take me literally a week to do this, but now you could spend an afternoon, less than that, a couple of hours, finding the clips that you want.
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We took that even further by looking at some external clients who helped us merge our particular ui with um, a vector cell search.
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So now we've created our own personalization of that where you can click on hey, I want to do a keyword search.
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Right, it's SpongeBob saying Krabby Patty.
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We want to make a video where every time he says Krabby Patty, a lot of those nuanced videos.
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They do gangbusters, they do great.
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But we merged that with our vector cell search, meaning we could basically type in a prompt for the image or the behavior that we want and, bam, we get all of those.
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And in our system as well there's a rating system so you see per each episode the amount of times that behavior happens in the specific episodes.
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Then we took that even further by creating an EDL conversion, meaning that all the time codes that you're searching for, it lassos all of those clips and you're able to populate them into your timeline in Premiere utilizing an EDL.
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And once you reconnect your media, bam, you have a ready-made timeline.
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So imagine you're a producer, right, I'd say, michael, this month you're on the hook for 20 videos, bud, you're going to be like, oh my God, how the hell am I going to do this?
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So you're itemizing your list, you're planning your day.
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A tool like this essentially becomes a back pocket assistant that allows you to find all the clips that you need really quickly and immediately.
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And we're actually taking it a step further now and creating a plugin so that, rather than being in another UI, editors are searching for the clips that they want and populating their timelines quickly through a plugin that's accessed in Premiere, which is the primary editing software that we use.
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So we're saving, you know, up to eight hours of time on any particular project.
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So just imagine that, right.
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That's an entire day.
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Yeah, it's an entire day.
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It's an entire day, man.
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It really is fantastic and, as I said before going to my earlier point, it allows creative people to be more creative and to be more thoughtful about what they're making and potentially have some retainer time to explore different formats Like what can I do for a vertical video?
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That's entirely different, since vertical is obviously one of the other key forms or mediums of content right now.
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So it's been a cool journey, man.
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That's interesting.
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So I want to make sure I understand this a little bit.
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So the search capability let me see if I can find an analogy.
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So I helped investigate and choose a digital asset management system for a company I was with a few years ago, and one of the things that really impressed me, especially at that price point, is that what it could do through I'll call it AI I don't know if that's what they would probably call it AI now, as you upload or link to mostly images in this case, right, it would actually add in tagging automatically, based on like it would analyze it and go like oh, this has a person, it has these colors, it has this kind of background, right, and then you could add your own.
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But it would like do a bunch of that, just like that.
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You didn't even have to do it, and then later you can go search, and you can do that with video.
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Now, is that what you're saying?
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Yeah, exactly In terms of really finding the clips that you want, right?
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So putting in the particular prompt in terms of the clip that you need because oftentimes you're making a video, that right clip or that reoccurring behavior in a show is like finding a needle in a haystack.
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So let's look at the A and the B model.
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Right, you're going analog over here.
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This is pre-AI.
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You'd have to sit down and I would say, michael, you're going to be basically in front of your laptop now and you're going to spend your remainder of your week a 40 hour plus week just watching videos and pulling those particular clips.
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It's a lot of time.
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So imagine, though, if you can do that in one afternoon.
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So let's say, we're talking about 40 plus hours to prepare your edit.
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I'm talking about an afternoon to find all the clips and to create a ready-made timeline for, let's say, like a two hour video, right?
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So the time savings is really phenomenal, and it is propelled by the system that we have that allows you to search via the caption files with keyword searches or utilize a vector cell search, which is basically, you know, it scrubs through the video that you have and it finds the behaviors that you want based on a prompt.
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It's pretty cool stuff.
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It's unbelievable, um, so I'm just curious.
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So the other thing I, I think, might, uh, have people scratching their head because I I would have too, had I not thought about this in another context.
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But is it?
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I can imagine that people think, well, creative people would not like this because it takes some of the creativity out of what they do, but I suspect you need to correct me if I'm wrong.
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Is it something like this actually enables them to be more creative because they're spending less time on I'll call it sort of that mundane activity, and so it opens up the time that they get to be creative instead?
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It's kind of like habits.
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I hear habits are like that too.
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Like, well, like Steve Jobs always wore the same thing, right, he was extremely creative.
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Is it like, are you finding that same thing?
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It's funny.
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I do find the same thing.
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I think, if you strip away some of the more mundane tasks or the red tape associated with any particular assignment, it allows you to be more innovative and more creative, right?
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So I mean, look, when you're in the process of editing and you're setting up your project, searching through all those different video clips and hours, it is a little taxing, right.
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It's a little wearing.
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So I do believe that when you have what I call it as a back pocket assistant that gathers everything for you, that organizes your project, you can be a little bit more analytical about what you're doing in terms of shot selection, in terms of the thematics of what you're creating, and it allows more time, which I think is important for innovation.
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One of the things that we've done we've also pushed with some added time that we've developed is to have, let's say, like a shorts marathon.
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Youtube has vertical video now they call them shorts, right?
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So we have, for instance, like a shorts marathon in the office where folks are competitively trying to create new formats.
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Now, that is assisted because we have our other systems and our other processes down pretty tightly.
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So it creates time for experimentation in the mini lab, which I think is important when you're managing creative people, you need to have the necessaries that are done, the things that pay the rent every single month.
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But creative people also need a window into the future and a window to kind of paint rather broadly and wildly.
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Yeah, I love that.
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Yeah, so the other thing I think you said is that part of what you can do is you can not only do these keyword searches through all these different sort of dimensions, but also there's some component of analytics that feeds into, maybe, prioritizing.
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Yes, is that another AI-driven thing or is it like another set of tools?
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How does that fit into what you're doing?
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Not so much AI of what you're doing.
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Not so much AI, I mean really.
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We utilize specifically Domo, which is really great in organizing data and scraping up the YouTube studio data that's there and getting a deeper understanding of it.
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I've always been a data guy and I've always prompted my team to be interested in that, because I feel like data is a conversation, especially when it comes to content.
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Those retention points, those watch time minutes.
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Are the audience telling you, hey, I like this.
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Or it's telling you, hey, follow this lead further with this character?
00:18:18.740 --> 00:18:26.509
You know, one interesting story I always tell is that we analyze the data and found out that our audiences really love in SpongeBob when they have a gross up moment.
00:18:26.509 --> 00:18:34.193
It's a moment where the camera punches at the SpongeBob uncomfortably close and you see SpongeBob has black eyes not running down his face.
00:18:34.193 --> 00:18:45.825
It's almost like a grotesque Picasso-esque view of SpongeBob, but the fans love that and we picked up on that because some very clever people that I work with said, hey, look at this data point, Look at this retention curve.
00:18:45.825 --> 00:18:55.587
So that is something we've always been in love with, and we've actually taken the idea of data even further with creating a producer dashboard, which is almost like.
00:18:55.587 --> 00:18:59.020
I want my producers to feel like they're messy or they're LeBron James.
00:18:59.020 --> 00:19:00.124
They got stats right.
00:19:00.625 --> 00:19:15.834
So with this producer dashboard, we're measuring how many watch time minutes did they generate this month or since their time with us, right, how many original subscribers did they get to sign up and watch our different videos on our channels?
00:19:15.834 --> 00:19:26.274
So it kind of creates this sense of like yes, man, the love for the win and also a healthy competition that gamifies data and gamifies production.
00:19:26.274 --> 00:19:41.315
Because, as you know, right, especially when you're managing people engagement and the why is the most important thing, when you're managing people engagement and the why is the most important thing and through this tool as well, we've really painted the point that the past couple of years, the organic watch time minutes has become gold.
00:19:41.315 --> 00:19:43.257
For it, that's become the key KPI.
00:19:43.257 --> 00:19:49.610
So now, with this Domo dashboard, folks are following that story and getting really interested in their game on.
00:19:49.610 --> 00:19:51.740
They're like dude, you generated this amount of watch time minutes each month.
00:19:51.740 --> 00:19:52.643
I'm going to crush that.
00:19:52.643 --> 00:19:54.587
Let me get even higher than that with this video.
00:19:54.587 --> 00:19:56.031
So it's been cool, man.
00:19:56.031 --> 00:19:57.663
It's created some healthy competition.
00:19:58.125 --> 00:20:02.562
I was going to ask you if they got competitive in that room there.
00:20:02.562 --> 00:20:03.567
That's fun, I love that.
00:20:03.828 --> 00:20:09.464
Probably more of an unspoken competitiveness, because my folks they're really chill with each other yeah.
00:20:10.205 --> 00:20:16.774
Yeah, I mean it like competitive, but also like I'm sure they're happy when everyone, like everyone, is achieving.
00:20:16.774 --> 00:20:20.385
I think that hopefully that's what it's it's more like, but that's really interesting.
00:20:20.385 --> 00:20:22.391
So take us back.
00:20:22.391 --> 00:20:29.997
You mentioned like it was like what, 2020, 21, 22, like when you started investing in some of these things.
00:20:29.997 --> 00:20:30.518
I think right.
00:20:30.518 --> 00:20:31.160
So what?
00:20:31.160 --> 00:20:37.413
What was the driver behind getting into ai and analytics for what your team is doing?
00:20:38.161 --> 00:20:48.972
You know, I've always been very interested in terms of what the future holds right Efficiency is, you know, and how the media landscape continues to change via technology, you know.
00:20:48.972 --> 00:20:58.426
So, honestly, it was really my own personal gut level instinct to start looking at what's, what's occurring around us.
00:20:58.426 --> 00:21:10.262
I mean, I can't even remember the first time I think I heard from maybe like an nvidia investor call that was on youtube one time about ai back in the early days, and it sparked that and I kept on reading things about ai and it just became really interesting to me.
00:21:10.262 --> 00:21:15.298
You know, at first, when you heard about ai, it became this dystopian terminator thing that's going to take all of our jobs.
00:21:15.298 --> 00:21:18.425
We're like, well, maybe that's BS, maybe there's something more behind it.
00:21:19.007 --> 00:21:42.670
So, honestly, it really was my own curiosity capturing me and, the same way that I talk about producers having their space to experiment, I, on my end, with my role, I try to leave a little bit of room for experimentation with myself in terms of looking at what are future facing models that are going to be innovative to our department and again help us achieve the goal of letting creators create.
00:21:42.670 --> 00:21:46.788
So, you know, as soon as I picked up some interesting leads, I followed that all the way down.
00:21:46.788 --> 00:21:54.324
I talked to a lot of shams, a lot of people who are like you know had a backdoor operation and said, yeah, we do AI, but they were just I don't know.
00:21:54.324 --> 00:21:55.404
It was total nonsense.
00:21:55.444 --> 00:22:03.769
But my inquisitiveness led me to have some interesting conversations that actually led me full circle back to people at our own company who were doing some really fascinating things.
00:22:04.329 --> 00:22:04.911
That's crazy.
00:22:04.911 --> 00:22:05.951
Yeah, I love that.
00:22:05.951 --> 00:22:11.615
Okay, so two threads I want to pull on here with you that came from that.
00:22:11.615 --> 00:22:24.358
So one yeah, through this we touched on this a little bit and that, like the, there might be some concern or fear about AI, machine learning type stuff coming for our jobs.
00:22:24.358 --> 00:22:36.200
I mean, my belief is that it's going to change the nature of what people do Right, so it's in in, in particular for, for you know, information intensive type roles or creative roles.
00:22:36.200 --> 00:22:45.358
Like I think it could be a real benefit, right, it actually allows you to be more of what you probably thought you would be doing right, rather than some of the other stuff.
00:22:45.358 --> 00:22:56.036
But I also assume, like that now changes what kinds of skills and experience you might look for for people who are in these producer roles.
00:22:56.036 --> 00:23:02.350
So has that happened for you and what are some of the key changes in terms of skill sets that you're looking for?
00:23:03.940 --> 00:23:34.334
Yeah, it's been pretty wild because, myself included, a lot of us have armed ourselves with more of a technical know-how, or at least an inquisitiveness about tech, so that we've really kind of transitioned from being, or evolved from being, a straight up creative team that takes these film school gambles of like I think this is going to be cool to shoot and to publish to really creatives that work at a cross section of artistry, data and innovation.
00:23:34.574 --> 00:23:49.428
So, for instance, there's one particular person on my team who started adapting coding in terms of helping us to create some efficiencies with editing, so he literally started to work with ChatGBT and creating Python prompts that he was able to implement into workflows.
00:23:49.428 --> 00:23:52.302
So that, to me, was like whoa.
00:23:52.302 --> 00:24:00.634
I think we're really looking at now potentially the next revolution of creators folks who, you know, have a great creative base.
00:24:00.634 --> 00:24:14.968
They do great storytellers, they're great writers, they're great editors, but they match their creativity with the North Star that is data and a North Star that are these AI tools that can help them create a ton of content very, very efficiently and quickly.
00:24:16.791 --> 00:24:17.533
That's really interesting.
00:24:17.533 --> 00:24:52.885
So I'm on an advisory board with SMU, southern Methodist University, where I graduated in engineering school, and I was at an event recently for that and there was one of the professor's sons is graduating from mechanical engineering, but he's got an interesting double degree where he's uh in the, uh performing arts school as well, but that, so that by itself was interesting, right, you don't think of those as a combination of things like an engineer and a and a creative, but there I I know that at our university there's also more programs being developed that are kind of cross-discipline things.
00:24:52.885 --> 00:24:55.881
So engineering plus design, right.
00:24:55.881 --> 00:24:58.346
Engineering plus design thinking, right.
00:24:58.346 --> 00:25:12.704
Um, that plus business analytics, right, all those are all like they're, they're coming up with programs that take advantage of like all these different disciplines, kind of like what you're describing, right, so, so that's great.
00:25:13.224 --> 00:25:21.593
Yeah, and just to take that point even further, I think you know I've been really curious about the rise of creative operations and that lassoing into.
00:25:21.593 --> 00:25:25.656
You know marketing operations, you know video production, as we do.
00:25:25.656 --> 00:25:32.729
I kind of feel like we're getting to a point where creative operations is probably the more appropriate term for all that we do, because it employs creative measures.
00:25:32.729 --> 00:25:37.355
You know dam systems, analytics, ai.
00:25:37.355 --> 00:25:41.502
So it seems like there's hybridization is probably not even the proper term.
00:25:41.502 --> 00:25:45.182
It's kind of like we're all becoming these Swiss army knives, but I think only for the better.
00:25:45.182 --> 00:25:46.786
You know the phrase.
00:25:46.786 --> 00:25:51.444
You know Jack of all trades master of none as being a negative.
00:25:51.464 --> 00:25:52.247
I don't't think so.
00:25:52.247 --> 00:26:00.193
I think that in today's you know society where we are right now you need to have an incredible hunger and multiple hooks.
00:26:00.193 --> 00:26:05.881
You need to be like a quadruple threat in terms of what you bring to the table right yeah, that's interesting.
00:26:05.901 --> 00:26:16.725
Like creative, I I don't know that, I've heard, heard that term creative operations and I I know of creative teams, actually most of the creative teams I've worked with, I'll give the analogy.
00:26:16.725 --> 00:26:23.048
So some places where I've been as a marketing ops leader, we brought in, say, a project management system, you know.
00:26:23.048 --> 00:26:26.668
So part of that was to help our team manage all the different kinds of requests we got.
00:26:26.668 --> 00:26:48.614
But the team that usually has been the first to adopt that and get into it is interestingly, now that we're I'm thinking about it, is actually usually the creative team right, which, again, I think, not being close to it right, would seem counterintuitive to people who aren't familiar with it, because I think they're, um, it's interesting to know that they're like process oriented and creative.
00:26:48.614 --> 00:27:02.901
And again, I'm like I don't know why I've never noticed that before until we're just like, literally, I'm thinking about it as we're talking, but I, yeah, do you, do you find that you have people that are are kind of process oriented, that are doing these creative production type roles?
00:27:03.762 --> 00:27:14.643
yes, it's been wild actually, because you know, like, for instance, I mean, like you know, people have different, different, um, what I'll call a central nucleus in terms of an interface that you use to keep all the cars running right.
00:27:14.643 --> 00:27:19.809
You know, where do you store your assets, where are you sending them, where are you briefing people, where are you, you know, providing notes, blah, blah, blah.
00:27:19.809 --> 00:27:22.954
For us we use Airtable, right, but it's been interesting.
00:27:22.954 --> 00:27:24.580
You know, that spirit of being inquisitive.
00:27:24.580 --> 00:27:31.873
I mean, I just one particular you know team member that I have in mind, who's literally like just learned everything about air table fronts ways and back ways.
00:27:32.413 --> 00:27:39.596
You know, and that's kind of also germinated to our teams in the best way possible, because, as a creative person, I don't think it's enough for you to be like this.
00:27:39.596 --> 00:27:50.709
You know, in this silo of I make beautiful things, you need to know how you're storing those beautiful things, where you're getting the materials, because also those requests are coming in for folks who are not creative.
00:27:50.709 --> 00:27:53.564
Right, there's a marketing team that's talking to a creative person.
00:27:53.564 --> 00:27:59.247
Uh, in ours case, we talk to audience development team, we talk to a channel management team, a growth and operations team.
00:27:59.247 --> 00:28:03.601
We'll field notes sometimes from our legal teams.
00:28:03.601 --> 00:28:15.944
So we're getting all of this bombardment of communication that's happening and without having a system of operations that's very, very clean, that can quickly go off the rails really quickly, right, you know.
00:28:15.944 --> 00:28:30.172
So I do think that folks who want to be creative, having workflow in mind is another measure that you can take to harness and protect your creativity, so you're not constantly in a state of responding to things, right?
00:28:30.819 --> 00:28:32.463
Right, it's really interesting.
00:28:32.463 --> 00:28:58.296
I'm sure people listening in our audience would be like me where I was like nodding my head at all that stuff because, like everything you just said about working with all these different uh other teams around the organization including legal uh and and trying to get ahead of all those requests and to be able to have be able to do that plus be proactive and and try new stuff and all that, we all deal with the same thing.
00:28:58.296 --> 00:28:59.019
It's really fascinating.
00:28:59.019 --> 00:29:08.254
We had somebody on not too long ago who basically described the same thing that happens like that for people in the finance world.
00:29:08.254 --> 00:29:17.974
So, even though, whether or not there is a finance ops function, it is a part of what a finance leader has to deal with is the operations part of that organization.
00:29:17.974 --> 00:29:24.578
It's become really like I'm really fascinated because, like that jack of all trades, I think there's a real strong connection.
00:29:24.578 --> 00:29:25.502
It's.
00:29:25.502 --> 00:29:26.606
It's interesting right now.
00:29:27.099 --> 00:29:34.071
Just take the job market for a lot of people, right, a lot of job market right now is it's a hiring companies market right now.
00:29:34.071 --> 00:29:36.930
So they are being really specific about.
00:29:36.930 --> 00:29:46.291
I went somebody like to check all these boxes right On roles and I've always been one where I think there's some that I think are really critical at almost any job.
00:29:46.291 --> 00:29:54.581
Yeah, you've got to be able to do certain levels of things, but critical at almost any job.
00:29:54.581 --> 00:29:55.846
You know you've got to be able to do certain levels of things.
00:29:55.846 --> 00:30:00.701
But I've also been like I want people who are hungry you do use that word a couple of times right hungry and want to learn and are coachable and are curious, and I think I could do a whole lot with somebody like that.
00:30:00.701 --> 00:30:04.559
So they may not check all the boxes, but if they have all the like, they have the like.
00:30:04.559 --> 00:30:10.093
There's bare minimum they have to have and after that that we can teach them if they're hungry.
00:30:11.180 --> 00:30:22.043
Yeah, it's a fascinating thing because the converse philosophy would be well, I want somebody who's so focused on one particular thing right that we have massive productivity and massive results because they're in that lane.
00:30:22.043 --> 00:30:24.048
I don't really think that way.
00:30:24.048 --> 00:30:29.490
I think that you need people who are very coachable, who have, let's say, you have one special move.
00:30:29.490 --> 00:30:32.660
Let's talk about a video game right, you got your special move right.
00:30:32.660 --> 00:30:38.531
That usually wins the game, but you need other moves to help you progress further and level up and level up and level up.
00:30:38.531 --> 00:30:44.585
And that's really where we're living right now in terms of, you know, everybody having to adapt multiple skills.
00:30:44.585 --> 00:30:51.089
I mean, look, even going back to AI, everybody needs to know a little bit about AI because AI will be touching all components of it.
00:30:51.089 --> 00:30:53.211
Everybody needs to know about data.
00:30:53.211 --> 00:30:59.696
Whether you're a B2B business guy, a finance guy or a video about me, in the data lies the storyline.
00:30:59.696 --> 00:31:10.633
So, being able to understand and read data, it's like reading music basic sheet music, right, I'm not going to play you a Leonard Skinner solo song, but I could strum along a little bit.
00:31:10.633 --> 00:31:18.013
It's having the basic language skills when it comes to certain disciplines to be able to help the department further move forward.
00:31:19.161 --> 00:31:22.610
Honestly, I'm also a big believer in maintaining great relationships with different teams.
00:31:23.440 --> 00:31:36.928
For instance, I need to know a little bit not be an expert about, for instance, what my channel management team does or what my audience development teams or my operations team does, because I can better help them if I understand what their North Star is, and vice versa as well.
00:31:37.349 --> 00:31:47.701
You know, like, for instance, if somebody is coming to me from an audience development perspective right, those folks are oftentimes having high level conversations with folks at the different marketing teams, right?
00:31:47.701 --> 00:31:53.029
Let's say, paramount comes and says, hey, we have a big movie that we want you guys to support, right.
00:31:53.029 --> 00:32:04.566
So an audience development person going in and having a little bit of an understanding of what our team does, what our expertise is, what the budgets might be, basic elements of production it helps things move along.
00:32:04.566 --> 00:32:05.288
It really really does.
00:32:05.288 --> 00:32:13.240
So just collaborating your point there that I really think that you know.
00:32:13.240 --> 00:32:19.605
Listen, if I'm hiring somebody, I want that person who's inquisitive, coachable, does their particular function well, but also has the satellite up to look to the left and look to the right and understand what other people are doing as well.
00:32:20.268 --> 00:32:35.372
Yeah, well, I won't go to it, but I was having breakfast with somebody this morning also from the engineering school advisory board I'm on and we were talking about how um, like, there's this narrowing of focus.
00:32:35.372 --> 00:32:49.867
Uh, particularly in academia, I think um doesn't let people see like, oh, my area of expertise could apply in this other domain, and I'm always fascinated when I see that, and I think that's kind of what we're describing to some degree.
00:32:49.867 --> 00:32:54.954
All right, so yeah, so, one of the other things.
00:32:54.954 --> 00:33:00.557
This is, I think, another iteration of what we've already talked about, but you and I talked before.
00:33:00.557 --> 00:33:10.891
You believe that in the future, that content will be created really through coding and that there'll be more of this overlap between creative and coding.
00:33:10.891 --> 00:33:16.863
So can you like maybe go a little deeper on what you meant by that and what do you think that's going to look like?
00:33:16.863 --> 00:33:19.740
And maybe by now, like you, you're starting to see some of that.
00:33:20.982 --> 00:33:24.210
You know, I think it's going to get really interesting, right?
00:33:24.210 --> 00:33:34.315
You know, yeah, I do think there'll be a certain place in time that's rapidly approaching where you can, you know, code your production, right.
00:33:34.315 --> 00:33:39.331
So, let's say, you know whether it's coding or maybe it's really AI prompting in terms of what you want, right?
00:33:39.331 --> 00:33:42.101
We're already seeing some of this stuff too a generative animation, right?
00:33:42.101 --> 00:33:45.183
What NVIDIA is doing, where you can live, animate an entire film.
00:33:45.183 --> 00:33:53.329
So I think, whatever that future escape might be, which is going to be hard to dictate, you'd really have to have your ear to the ground.
00:33:53.329 --> 00:34:09.760
I do think that the producer of the future, which I'll go back to that term, is armed with this in their toolkit Prompt engineering, prompting, prompt engineering.
00:34:09.760 --> 00:34:12.483
They know exactly how to specifically talk to the AI to get the results that they want.
00:34:12.483 --> 00:34:13.585
They have a classic background with creativity.
00:34:13.585 --> 00:34:15.847
They know about narrative storytelling, right?
00:34:15.867 --> 00:34:17.550
They know how to put together a great story.
00:34:17.550 --> 00:34:20.093
They know how to put together great clips Data.
00:34:20.093 --> 00:34:22.896
They understand and read the data and apply it right.
00:34:22.896 --> 00:34:41.644
So I think if you get that person that really is the producer of the future, and if you add coding on top, as we're doing now, to, let's say, create a couple of hacks and tricks and quick gateways to the desired result that you want in your edit or maybe even your edit system, I think it's going to make for like a really powerful person.
00:34:41.644 --> 00:34:45.734
It's basically an entire production team within one particular individual.
00:34:47.661 --> 00:34:48.523
It's so fascinating.
00:34:48.523 --> 00:35:11.375
So I was at Macho Palooza briefly, and one of the things that was an occurring theme for me is I feel like I have not gotten into my normal mode of operation to think about using ChatGPT or other tools like that, and when I do I'm usually like, oh, this saved me a bunch of time, right.
00:35:11.375 --> 00:35:21.120
So I'm like how did you get your team to start really taking advantage of it?
00:35:21.120 --> 00:35:30.871
I mean, was it sort of a mandated thing, or did you demonstrate it and then they started doing it, or did they really drive that adoption over time?
00:35:32.082 --> 00:35:45.807
yeah, you know, it was a couple different like layers to the story, right, you know, um number one, um, I was able to work or really find the folks who had the most interest in emerging technologies right which um?
00:35:45.807 --> 00:35:55.554
So I had those folks kind of created a little bit of a consortium, a smaller group, but we were experimenting, finding out where those strings of technology were, those very rudimentary systems.
00:35:55.554 --> 00:35:57.006
We were doing our own tests right.
00:35:57.006 --> 00:36:04.100
Once we felt that we were able to get to a launch phase, we talked to the producers and really had an honest conversation with folks.
00:36:04.100 --> 00:36:10.786
I never like to mandate things right, because if you're doing something because you have to, we all have to do stuff Before the mandate.
00:36:10.786 --> 00:36:13.810
I think it's important to have a conversation about the why right.
00:36:13.810 --> 00:36:25.814
Knowing your why is incredibly important, especially when you're managing creative people, because to just have them do a bunch of inane assignments and not understand the result that we're getting towards is a recipe for disaster.
00:36:25.834 --> 00:36:39.776
So once we had some technology in place that we wanted to launch, it was a conversation of why it was, addressing what the concerns are and really having a broad conversation about how should we philosophically be thinking about AI, which I don't think enough departments and companies are doing.
00:36:39.776 --> 00:36:42.428
The response is, hey, you're going to have to use this.
00:36:42.428 --> 00:36:45.890
People go, oh shit, and then you have really a bad time, right?
00:36:45.890 --> 00:36:52.164
So the second part of it was really coming to our philosophy and saying, well, what do we want this to do for us?
00:36:52.164 --> 00:36:53.447
What is the why, right?
00:36:53.447 --> 00:37:04.188
The why is that we want to have, essentially, a back pocket assistant who can do all the gummy work that takes up a lot of time, so that we have more available time to become creative.
00:37:04.188 --> 00:37:07.002
Once I take that, I even put it in a mission statement, right?
00:37:07.002 --> 00:37:10.088
So the language is in black and white and everybody can have that as a credo.
00:37:10.649 --> 00:37:19.354
So, once we built up confidence, once we had some great conversations to bolster everybody's confidence in this, then we started to launch this technology.
00:37:19.354 --> 00:37:21.447
We launched the technology with everybody.
00:37:21.447 --> 00:37:29.413
We started to instantly, you know, look into data and data keeping in terms of what's working, what's not, how is this driving productivity?
00:37:29.413 --> 00:37:32.106
And we, from there, just continue to refine, refine, refine.
00:37:32.106 --> 00:37:50.028
I mean it's been remarkable progress because I would say, from the end of 2023 to the end of where we are now nearly the end of 2024, we have had such a phenomenal evolution and I think it's only going to go up from here in terms of the bandwidth and the things that we're going to be able to do with the technology.
00:37:50.028 --> 00:37:59.635
And I have to give credit to my team because, you know, those folks have really you know they have kept an open mind and really helped this mission continue and land.
00:38:01.280 --> 00:38:30.501
I think I think what you just described is a great lesson that most of our eyes can take, not just for how they can help drive adoption of some of these you know, ai or machine learning tools into their marketing operations or revenue operations, but also, just like what I heard was a lot of things that I think are I hate that I'm going to even use the word term best practices for change management, because I think I think all those things you described right.
00:38:30.501 --> 00:38:46.734
I love the idea of getting a team that's really like it's really into it and is is we can, can really learn quickly and they're passionate about it to do the initial stuff and then let them be the ones that that uh carry it forward with the rest of the team.
00:38:46.734 --> 00:38:59.329
But and then I don't think I heard this from you specifically, but I think I heard it implicitly is that you're you're getting feedback and kind of continuously evolving and improving the tools as you're going right.
00:38:59.369 --> 00:39:08.503
100 the idea is to not like set it and forget it you know, look, I was talking earlier before about, you know, investment, investment admission like we were talking about our data.
00:39:08.503 --> 00:39:10.487
We we also have an investment in technology.
00:39:10.487 --> 00:39:16.228
So if we're going to introduce something, if it sucks or if it doesn't work, I want to hear about it.
00:39:16.228 --> 00:39:23.853
I want to know what's working and what's not, and to create coordinated plans that are based off of the ideas and the feedback from my team.
00:39:23.853 --> 00:39:25.722
So that's what it's been right now.
00:39:25.782 --> 00:39:35.095
It's been this kind of like we've been building this spaceship together and everybody has had a part in kind of fashioning every single element of what this thing is.
00:39:35.095 --> 00:39:36.222
So it's been great.
00:39:36.222 --> 00:39:37.625
We do a lot of data keeping.
00:39:37.625 --> 00:39:40.652
We have consistent meetings on this.
00:39:40.652 --> 00:39:44.393
We have different test groups to gather data on what's working and what's not.
00:39:44.393 --> 00:39:55.231
So innovation is really the key and I'd like to think, if you had to put in pill form what our team is, I think we are an extraordinarily creative team that is innovative.
00:39:55.231 --> 00:39:59.496
Creativity and innovation are kind of neck and neck in terms of what we do day to day.
00:40:00.300 --> 00:40:00.621
I love it.
00:40:00.621 --> 00:40:02.665
This has been great.
00:40:02.665 --> 00:40:06.473
Is there anything that we hadn't covered that you wanted to share with our audience?
00:40:07.583 --> 00:40:09.006
share with our audience, maybe new dad tips.
00:40:09.006 --> 00:40:14.969
Maybe we could have a different spin-off podcast From new dad to the dad who's been in the game, like yourself.
00:40:16.468 --> 00:40:18.483
Oh, you're being nice not calling me the old dad.
00:40:18.483 --> 00:40:23.173
I appreciate that, all good.
00:40:23.173 --> 00:40:27.819
No, I think we could definitely go there and there would be no shortage of opinions.
00:40:27.819 --> 00:40:29.990
I don't know that there's any single answers, as I've learned, but, john, definitely go there and it would be no shortage of opinions.
00:40:29.990 --> 00:40:34.552
I don't know that there's any single answers, as I've learned, but, john, fantastic conversation.
00:40:34.552 --> 00:40:35.093
Really love it.
00:40:35.093 --> 00:40:37.143
I think our audience is going to learn a lot from it.
00:40:37.143 --> 00:40:42.523
If folks want to keep up with you what you're doing, is there a way that they can do that?
00:40:43.345 --> 00:40:43.586
Yeah.
00:40:43.626 --> 00:40:44.368
I'm on LinkedIn.
00:40:45.390 --> 00:40:46.493
You know I'm always on LinkedIn.
00:40:46.493 --> 00:40:51.032
I was posting, you know, cool stuff that I'm a part of, whether it's keynote speaking or stuff like that.
00:40:51.032 --> 00:40:55.472
So, you know, hit me up on LinkedIn, send me a message, you know, give me a follow.
00:40:55.472 --> 00:40:58.650
And, yeah, anybody wants to reach out, I'm more than happy to chat.
00:40:59.360 --> 00:40:59.782
Fantastic.
00:40:59.782 --> 00:41:01.949
Well, we need to get you out to Mopsapalooza next year.
00:41:01.949 --> 00:41:05.987
It's going to be in Anaheim again, different location, but same same city.
00:41:05.987 --> 00:41:09.673
All right, john, thank you, appreciate it All.
00:41:09.673 --> 00:41:16.042
Good Thanks, as always, to our audience, for your support and ideas.
00:41:16.042 --> 00:41:22.830
If you do have ideas for topics or guests or want to be a guest, as always, reach out to Naomi, mike or me and you know how to do that.
00:41:22.830 --> 00:41:24.593
Until next time, everyone Bye.