Nashville is Fertile Ground for FARMUSE
It’s not everyday I sit down with production companies based in Nashville, but on this particular occasion I am speaking to Michelle Nicholson, co-founder of FARMUSE. A long-standing “Swiss Army Knife” head of production and EP, Michelle has seen and done it all, and I want the inside scoop. As someone whose work has taken her all over the US, I wonder what brought her to Nashville? “The vibrant and dynamic creative community,” she tells me. “Folks are always lifting each other up, taking chances and expressing themselves. There is an energy here – you can feel it.”
Fondly known as Music City, Nashville’s reputation as an artistic melting pot is well documented. The city’s steadfast commitment to supporting local creatives of all kinds has made it an attractive destination for artists of all kinds and last year, it was reported to hold the highest concentration of independent artists in the South.
After making the decision to leave California, Michelle and her husband Jonathan, co-founder of FARMUSE, relocated to Tennessee seven years ago. Having lived in San Francisco for over a decade, the pair wanted to start their own company and enter a market that could grow, support and build community. Nashville fit the bill.
The benefits for both themselves and their clients quickly became apparent. “To put it simply, it's just easier to shoot here. Lower costs overall for locations, talent, transportation, getting from A to B quickly and efficiently. You can shoot an urban setting in the morning and sunset along the countryside that afternoon,” says Michelle. “The dollars go further overall, allowing the details to shine through!”
Being creative producers with a robust network, the couple naturally assimilated with Nashville’s top ranking arts community, forging new connections with brands, artists, agencies and production companies.
Once they had secured an epic location in Berry Hill - nestled between the vibrant 12 South neighbourhood and the up-and-coming Wedgewood Houston area - Nashville began to feel like home. There have been many exciting developments in the vicinity over the years with Apple Music and Live Nation headquarters, Soho House and buzzworthy restaurant, Locust, all in close proximity to FARMUSE HQ.
The team moved in after covid, in February of 2022. “When we moved in, we were immediately inspired just by being in the same room together,” Michelle tells me. “This new space offered a new outlook on our capabilities and what we could offer a la carte to our clients and the production community in general.”
A functioning studio and event space prior to FARMUSE moving in, 2517 White Avenue was already optimised for creative use. Michelle tells me about the multitude of benefits afforded to them thanks to the indoor/outdoor vibe of the studio; high ceilings and large windows provide tons of natural light, while the courtyard and adjacent green space offer a moment of reflection, some vitamin D or even additional areas to shoot.
“We had actually shot here numerous times before and had always loved this spot,” says Michelle. “The previous owners did an awesome job of incorporating flow and natural light, along with acoustics and amenities. We came in and added our design aesthetic, infusing the place with the FARMUSE vibe; furniture, art, paint and custom-made additions like a butcher block island on casters, prop closet and decor.”
With a team every bit as luminous and flexible as the space they call home, the studio aligns perfectly with the FARMUSE team’s multidisciplinary capabilities. “Our passion lies in the craft of curating experiences, tailored to the unique specs of each project. Our studio space builds on that philosophy, inspiring possibilities across all types of projects and events.”
Used for a wide range of projects, including photography, video, bespoke events and branded content, FARMUSE tailor their approach to meet the unique needs of each client. Specialising in branded content for clients like Doordash, W Hotels, Amazon Fresh, RCA, Red Kap, Instacart, Google, Facebook, Pure Insurance, Vanity Fair, and others, their Nashville headquarters enables the team to excel in direct-to-client projects, partner with advertising agencies, and support production companies worldwide.
“Whether it's a photo/video shoot, record release or a creative workshop, the space can be tailored to meet that need and much like our model, we aim to make it better at every step along the way. From the choice of hand soap to the setup of the studio, every detail is intentional and meant to spark inspiration.”
After two years, the space continues to afford the team immeasurable potential and new opportunities for themselves and their creative peers. Recent goings on include an “In Conversation” event featuring Creighton Barrett of rock band, Band of Horses; commercial photoshoot for organic snack brand, Made Good; a listening party for Nashville native, Young Summer; the filming of a music video for Americana duo, The Watson Twins; and a series of wellness talks hosted by Nike.
As they continue to build their services across the board, from casting to production design, it seems like FARMUSE’s creative oasis will continue to be a hive of inspiration for many years to come.
