So, regular readers know that I recently started a segment called Self-Produced Clip of the Week. The whole point behind this segment is encouraging actors to self-produce because in the end, that’s where more power is, for actors! Well, one of my favorite submissions to SPCotW (in fact, by the guy who coined the acronym SPCotW) came from Jeremy Redleaf, a NY-based actor who’s seriously taking the Internet landscape by storm. Oh wait, if I made it sound “limiting,” by using the word “Internet,” then please let me elaborate by saying that he’s meeting with the top folks at the top offices in this town (yes, visiting LA to pimp out his baby) and there’s heat here. And that counts.
How to Self-Produce, Baby!
I used to be an actor who hustled.
I’d buy stamps by the hundred for blind submissions, showcases and casting workshops were weekly events, I was in three classes, even my postcards had postcards —
And then I stopped.
Because I was making a living as an actor. And in New York, there’s an unwritten rule that once you reach that point, you get what you get. That blind hustle that helped get you there? Now it’s “unattractive,” “tacky,” and “pathetic.”
And I get that. It’s no fun. And when you’re working, it doesn’t help you feel like you’re moving up the ladder.
But I was driving myself crazy between auditions and jobs. So I needed another way to focus my energy and push myself forward that felt, well… “attractive,” “classy,” and “inspiring.”
So I started a production company.
How’d I do that? I bought a domain name and made business cards.
It’s really that easy. I didn’t want anyone to tell me ever again when I could or couldn’t be in this business, so I made a simple commitment that cost fifteen dollars.
It started with short films and parody videos. What I didn’t know, I learned. What I still didn’t know, I begged others to do.
Blogs and publications began featuring my work. I made it to the front page of every major website. Agents and casting directors became re-enthused. So I kept going. I shot a webseries, called “Odd Jobs” about two roommates who make the most out of unemployment by doing the oddest of jobs on Craigslist. Around the show, I designed Odd Job Nation, a national resource for the unemployed. The website attracted national attention and I found myself giving interviews to CNN, NPR, Newsweek, and The Today Show. Now, a pair of showrunners want to turn it into a sitcom pilot… starring me! As I type this, I’m in Los Angeles meeting with some of the biggest agents and producers in town.
Is it that easy? Yes. And No. You’re going to have to work harder than you ever worked. But, at the risk of sounding cheesy, it can be incredibly empowering to feel like you’re in control of your entertainment destiny.
Here are some things I’ve learned along the way:
1. Learn skills like website/graphic design and video editing.
Not only will these allow you to produce and market the projects you’ve made, once you get command of these skills, you can perform them on a freelance basis for $40 to 80 dollars per hour. (Sure beats waitering.) Pick one and sit at Barnes & Noble for a day and skim a few books. See which ones speak to you.
If you’re just not artistically inclined in any way, you can always make friends (or start dating) someone with these skills.
2. Make business cards.
“Wanna produce a show? Book a theatre.” — anonymous
Nobody’s going to be pushing you forward except yourself, so you’re going to have set up situations that force forward movement. Pick a company name. Buy business cards from Vistaprint (you can use free templates) and a put a web address on the cards. You’ll have no choice but to follow-through with making the site.
3. Networking is for lovers.
You’re only as strong as your network. Talk to everyone. Even if they’re not in the business. Some of my biggest investors have been scientists and farmers.
Exchange cards like it’s your job. (It is.) Follow up with these people immediately. Add them to your Facebook and Twitter accounts. You want to build up your mailing list, so when you have exciting things to announce… there’s someone to listen.
And do people favors! The bigger the better! These will come in handy at every step of the game.
4. Get a Twitter account already.
Along with being the next big social-networking platform, Twitter is marketing gold. Create an account using your name — not your company’s — as Twitterers like to interact with a person. Build your following by writing real notes to your tweet-friends. It takes a lot of time, but every new connection strengthens your network factorially.
5. Go to filmmaker meetups.
In every city, there are people with equipment who just want to do creative work. Most of the time for free. Sign up for groups at Meetup.com and charm their pants off. Film schools are also a great source of free collaboration.
6. Obey the 80/20 rule.
When you have something you’re proud of, you can’t just post it on Facebook and Twitter and call it a day. You have to push it out to the world. Write personal notes to relevant blogs with large followings. Follow up with them.
Eighty percent of web spreading is done by an influential 20% of the population. Focus on those people/blogs. Get to know their material and compliment their work. Write personalized notes. I got one of my videos on the front page of The Huffington Post this way, reaching 200,000 viewers in a single day.
8. Don’t forget to relax.
Once you start down this path, there’s always something you can be doing. You’ll have to force yourself to take a little time off to relax and unwind. If things aren’t balanced, your work won’t be worth showing off anyway.
Like right now, I’ve had a plan to watch this episode of Lost for three weeks, and I’m going to do it if it kills me! RIGHT NOW! After I send one more tweet.
Okay, I could fawn on Jeremy Redleaf for hours and it still wouldn’t do justice to the fact that I’m so completely impressed with what he’s churned out, as an actor in NY, trying to get on the radar of buyers beyond his market. Sheesh! Is there more of a poster child for the fourth edition of Self-Management for Actors? I don’t think so. This is rockstar-level “making it happen” happening here! Oh, and if no one has made it clear, it takes making it happen to make it happen. How ’bout that? Yay! Let’s do it!
About Jeremy Redleaf
Jeremy Redleaf has been working professionally as an actor since the age of fourteen. He’s had the pleasure of working on projects with directors with M.Night Shamalan, Michael Cuesta, Allison MacClain, and Tom Vaugnan. His recent credits include 20th Century Fox’s What Happens in Vegas and Season 40 of Sesame Street, originating the character Gonnigan.
He moonlights as the big cheese at Brackets Creative, a NYC-based production company. Recent projects include: OddJobNation.com, The Gold Aurora, and Telly Award recipient The Nothingness Company — a three-documentary deal with digital distribution company Cinelan — and the feature film Come Get Me.
This contribution originally ran at Bonnie Gillespie’s online column on April 1, 2009.