Often when I discus streaming opportunities with an organization they often believe it's the role of their marketing department, but bringing on a producer like me has its advantages. I don’t decide whether the organization should include video streaming, but I play a critical role in deciding how they do it. My goal is to help them understand what’s possible.
And then I'm responsible for integrating different technologies and making sure they work together. I need to execute quickly, stay on time and on budget. You might think of me as a creative realist: I know what’s achievable, what isn’t feasible, and how available technology can unlock the creative potential of an event.
My top priority is making sure users have a great experience. I need to deliver high-quality video as quickly as possible, ensure it behaves the way audiences expect, and avoid disruptions like buffering—which frustrates viewers. So I account for viewers’ network conditions, devices, locations, and more.
The marketing team may lack the expertise needed for the nuanced needs of video streaming. I bring my knowledge of the complex components of technology work together, from codecs and containers to bit rates and browsers.
That said, I genuinely enjoy collaborating with marketing teams—and I need them just as much as they need me. They bring invaluable insight into the audience, the brand voice, and the goals behind every event. That context helps me make better technical decisions, from how the stream is presented to how it's distributed. The best productions I've been a part of happened when the creative vision of a marketing team and my technical expertise worked hand in hand.