Lessons From Sean Baker

+ on being a Creator vs. a Creative

Happy Monday to you all!

Hope you had a great weekend - anyone watch the Oscars last night? I toggled between that and White Lotus Ep 3 but here’s my takeaway as it relates to today’s newsletter - if a $6 million film can sweep the Academy Awards then you too, can make delightful, high quality content on a low budget.

In fact, I’m going to go out on a limb and say if you aren’t in the process of adapting to a more-with-less era and new distribution strategies you are vulnerable to being left out in the cold.

---

But let’s back up a bit….

I recently came across this post on Doug Shapiro’s The Mediator diving deep into the Creator Economy and a master class in today’s media landscape.

I know the word ‘creator’ can feel like a dirty word in filmmaker circles but trust me, it shouldn’t be. It basically means taking the bull by the horns and making our own stuff with whatever budget and resources we can gather ourselves. Not waiting for third party traditional media green lights and network/streamer commissions. Nope, rolling up sleeves and making it our damn selves. Owning the process beginning to end.

One of the most salient points in the post is the distinction made between the mindset of a Creative vs a Creator. While Creatives are working on a craft and waiting to be hired on a job, a Creator has distribution in mind.

Distribution! One of our favorite things to talk about around here. The good news is that for those of you who are long time readers of this newsletter and my book you already have intimate knowledge of film distribution basics.

But there are new realities in distribution to adapt to like the fact that with few exceptions, You Tube is one of the biggest revenue earners for a large part of independent films right now.

When I surveyed my Distributor network recently You Tube is mentioned as one of the top two or three sources of distribution revenue for films and docs, running neck and neck with other free ad-supported platforms Amazon Prime and Tubi.

I’ve taken this to heart and am walking the talk. Dedicating my own resources to producing a slate of low cost features and docs destined for distribution on You Tube and other CTV platforms. Rolling up my sleeves and having the time of my life leaning into being a Creator of high quality/low cost movies and series that are relevant in today’s direct to consumer marketplace.

👉🏼 As for Sean Baker….

If you know his body of work you know he’s always been a Creator. He is not waiting around for green lights. He figures out how to make the stories he wants to tell at a lowest possible budget to get it over the finish line. And he does it in spades. He’s an outlier in the talent department but similar to what Mark Duplass got right in indie TV, Sean Baker got right in Indie Film.

---

You’ve heard me talk about Pitching Is Over In 2025 and the Creative vs. Creator argument underscores that.

The reality of being a filmmaker or small production company in 2025 is you need to embrace being multi-skilled across several disciplines. You may consider yourself a director or producer but you oughta learn to flex other muscles like writing and editing. (and publicity, production design, and lighting)

Sean Baker writes, directs, edits, and does his own casting. He is a Creator. Mike White writes, directs, show runs, and produces. Also a Creator. Mark Duplass? Creator!

There are a subset of filmmakers and producers that will be in demand over the next 3-5 years - ones that can execute at a high level on a lower budget. The market will highly value those that can stretch beyond a single discipline, genre, or format and into others. And AI tools are maturing to the point where people don’t need to be trained specialists to create many of the development and production assets necessary. (I’ll do a separate post at some point with how I’m integrating AI tools into my production processes)

---

Where does all this leave us?

• Keep making your films

• Reimagine your projects as lower cost alternatives

• Shelve bigger scale/bigger budget projects for later

• Wear many hats, make more with less people, locations, gear

• Accept ‘new’ distribution as your source for audience and revenue

• Adapt grassroots marketing tactics to increase surface area. Start with my marketing cheat sheet

• Rinse, repeat

  ---

What are your thoughts on being a Creator vs. Creative?

Less discuss in the comments section below!

Need guidance? Email me at stacey@filmspecific.com

Next up - given everything I’ve just discussed here, are industry events even relevant anymore - film festivals? Markets? Stay tuned until next time!

Stacey

+++++++