A lot of the time, artists feel like clients do them a favor by hiring them. The more you understand the ecosystem, the more you start seeing this as a service-based industry: You’re delivering value to your client, they’re delivering value to theirs -- and it goes up the latter. Each step in that latter is a much bigger profit margin. They need their problems solved. They need you as much as you need them. 

It’s not just about raising your rates. It’s also about what it is that you’re doing that’s aligning with the client’s needs. How do you give them value? That’s always the trick to communicate. You need to be self-aware about what services you provide.

This is the big thing we need to get over: the money friction.  A lot of us get resistance in the beginning. We’re afraid that if we raise our prices too high, we’ll lose our clients. “Raise your rates and scare away your clients” is an absurd idea. Instead, you can raise your rates and if the clients get alienated, they’ve identified themselves as cheap. It’s okay for them to go! 

In this Podcast, Allan McKay talks about how to raise your value, both as a brand and a business, and how to communicate it to those premium clients that will meet your worth.

For more show notes, visit www.allanmckay.com/322/.

The Harmon Brothers is a marketing firm based in Provo, Utah, that has a history of making viral advertising videos. Founded by brothers Daniel, Neil, Jeffrey and Theron Harmon and CEO Benton Crane, the company creates marketing campaigns that are usually the length of an infomercial — but with a distinct sense of humor. Their campaigns for Squatty Potty and the Purple have more than 100 million views. They have also created campaigns for Poo-Pourri, FiberFix, Camp Chef and several others.

Since then, the company launched the Harmon Brothers University where through online courses, Daniel Harmon and Lead Writer Dave Vance share their insight on how to create successful marketing videos. With writer Chris Jones, they also co-wrote the book From Poop to Gold: The Marketing Magic of Harmon Brothers that “reveals the behind-the-scenes magic including their innovative business model [and] one of the biggest secrets behind their success”.

In this Podcast, Daniel Harmon the CCO of Harmon Brothers and CEO Benton Crane talk about their company’s creative process, pipeline, how to meet and relate to clients, the impact of COVID-19 on businesses; and the content they teach at Harmon University.

For more show notes, visit www.allanmckay.com/321/.

You need to be ultra specific in how you define yourself when you’re applying for jobs as an artist. It’s the difference between being front-of-mind and standing out -- or blending in with all the other applications. And it’s something that none of us do. By not niching down -- by not being a specific brand -- you’re missing out on an opportunity to make yourself the ideal candidate for the job.

So what are you doing to stand out? How do you make sure your reel doesn’t blend in in the hundreds of other reels? You have to be ultra specific on how to categorize yourself. Because you need to set context for the positions for which you’re applying. It also helps to have your name anchored to the solution to their problem. 

The more you’re able to clearly define yourself and associate your skills with something -- the easier it is for your name to resonate when that something is needed. That singles you out as a go-to person.

In this Podcast, Allan talks about finding your niche, how to have different niches for different audiences; but most importantly, why having a niche is so crucial for getting hired for the jobs you want.

For more show notes, visit www.allanmckay.com/320/.

Peter Chiang is co-founder of DNEG and a prolific and critically acclaimed Visual Effects Supervisor. He is one of the leaders in his field with over 30 years experience in the industry.

Starting out as a graphic artist, animator and later visual effects art director, he moved quickly into visual effects supervision on films including Pitch Black (DNEG’s first project), Chronicles of Riddick, Flyboys, The Bourne Ultimatum, Green Zone, John Carter, Total Recall, Pacific Rim: Uprising, as well as Ridley Scott’s Exodus: Gods and Kings and Justin Lin’s Star Trek: Beyond.

DNEG (www.dneg.com) is one of the world’s leading visual effects (VFX) and animation studios for the creation of feature film, television and multiplatform content. DNEG employs nearly 7,000 people with worldwide offices and studios across North America (Los Angeles, Montréal, Toronto, Vancouver), Europe (London) and Asia (Bangalore, Chandigarh, Chennai, Mumbai).

DNEG’s critically acclaimed work has earned the company six Academy Awards® for Best Visual Effects and numerous BAFTA and Primetime EMMY® Awards for its high-quality VFX work. Upcoming DNEG projects on behalf of its Hollywood and global studio and production company partners include Dune (October 2021), No Time To Die (October 2021), Ron’s Gone Wrong (October 2021), Last Night In Soho (October 2021), Ghostbusters: Afterlife (November 2021), The Matrix 4 (December 2021), Uncharted (2022), Borderlands (2022), Aquaman and the Lost Kingdom (2022), The Flash (2022), and Shazam! Fury of the Gods (2023).

In this Podcast, Allan and Peter talk about the beginning of DNEG, the projects the studio has worked on, the rate of technological innovation, adapting to the challenges of COVID-19 and their most recent work on F9: The Fast Saga.

For more show notes, visit www.allanmckay.com/319/.