Producing Tomorrow's Producers: Learning The Ropes with Lauren Schwartz
Lauren Schwartz launched Kaboom in 1997 and has built the company and its reputation from the ground up. With an astute vision for the industry, she handpicks multifaceted director talent to create entertaining, brand-driven content.
Before starting Kaboom, Lauren worked as an executive at BBDO/NY and FCB/SF. She applies this invaluable experience and massive "get it" factor to her EP role, anticipating client needs, and being a resourceful and ever present guide throughout the process. From time to time, she's even called on to be an account manager in collaboration with both agencies and clients.
Lauren's hands-on approach includes her collaboration with agencies, clients and directors alike. Building and maintaining relationships is the foundation of this business, and at Lauren's core. Invested in the industry as a whole, Lauren served on the west coast board of the AICP for over 20 years and contributed to various committees over that time.
LBB> What advice would you give to any aspiring producers or content creators hoping to make the jump into production?
Lauren> Just do it. I know that’s the Nike slogan but it pertains to getting into production or anything in life really. You just have to go for it. Whether you get an internship to dip your toes in the water or shadow people to gain experience and make connections, you just have to take that first step.
What I would caution; however, is to not try and move too quickly up the ladder. Production looks easy - until it’s not. And then you actually need to know what you are doing. Our head of production and I have been doing this for so long we know what to do in almost any situation. And as much fun as it seems to be a producer right away, it is much better to work your way up gradually. It takes a very long time to develop a good reputation and only an instant to ruin it.
So take your time, learn the ropes, and then when you become a producer you will have the confidence and skills required to really do well and succeed.
LBB> What skills or emerging areas would you advise aspiring producers to learn about and educate themselves about?
Lauren> I think there will always be a need for smart, organised, thoughtful producers out there. It helps to be a “people-person” and to understand how to motivate others. Those are skills that have always been required and will continue to be needed. The one area that seems really exciting to me, and provides a unique opportunity for younger folks coming into the business, is AI and how best to leverage the technology to benefit the industry.
LBB> What was the biggest lesson you learned when you were starting out in production - and why has that stayed with you?
Lauren> Don’t be late. Ever.
I had been an account executive for five years at two top agencies (BBDO/NY and FCB/SF) when I decided I wanted to be in production. So I got a job at a small production company, where on day one I answered the phone and on day two I became assistant to the executive producer.
I was only a few weeks into my job when a line producer came in to speak to the EP about a budget she had been handed to produce. I was sitting in the corner, taking notes. When the producer realised that she was given NO production team whatsoever to help, she pointed at me and said, “I’ll take her!”
That was the first time I had ever coordinated a job. This very seasoned patient producer had to teach me everything and fast. The first shoot day in LA my alarm didn't go off and I got up late. I did not know LA at all and was using one of those paper map books from back in the day. (Young folks reading this…I know you have NO idea what I'm talking about; but suffice to say there were no Google Maps or iPhone at the time).
Needless to say, I was late for my first day on set. The producer tore me a new one! Rightfully so. I was never ever late again. And I will never forget that moment.
LBB> When it comes to broadening access to production and improving diversity and inclusion what are your team doing to address this?
Lauren> As a woman-owned business this issue is near and dear to my heart. When I started my company there were maybe a handful of female owned and run companies. (Plenty were run by women; just not owned by them). So since then - and especially this year - I have made a real push to find and develop young female directors and other under-represented voices.
I also always push my line producers to try and have a well balanced and diverse crew. Not only does it help those who have been traditionally overlooked, but also I think it just makes for a better set overall. Diversity brings different perspectives and helps make the whole of the production better overall.
LBB> And why is it an important issue for the production community to address?
Lauren> Our society is and has always been full of inequities. But it’s not enough just to recognise that. You have to do something about it. And as a company owner I am in a position to do something about it, even if I am just one woman owner at a small production company.
Sometimes it feels overwhelming - like how can one single person really make a difference? But if all of us take steps to diversify our crew, our directors, then little by little - it’s not such a white, male-dominated business. And as I stated earlier, it is a proven fact that diverse teams are more successful.
LBB> There are young people getting into production who maybe don’t see the line between professional production and the creator economy, and that may well also be the shape of things to come. What are your thoughts about that? Is there a tension between more formalised production and the ‘creator economy’ or do the two feed into each other?
Lauren> Wow - this question is so relevant. Yes there is a tension between the classic, formally-trained production person and the individual who just grabs their phone, films, and calls themselves a director. As with all things, there are merits to both positions.
I think it’s great that tools out there are democratising creativity; however, there is a lot to be said for learning from those who have come before and, as a producer, understanding how the mechanics of a full shoot work. Because as I am very fond of saying: production is easy until it’s not and when the shit hits the fan you need an experienced adult in the room! There needs to be a happy medium as part of any producer’s knowledge base. And I do think we will find it.
LBB> If you compare your role to the role of the heads of TV/heads of production/executive producers when you first joined the industry, what do you think are the most striking or interesting changes (and what surprising things have stayed the same?)
Lauren> The biggest change is that there is no longer such a thing as a 35% mark-up. Nor are we ever asked to “bid the job to do it the right way, whatever it takes”. Now we are handed a board and a budget and asked to figure out how we can possibly make it work. What has stayed the same is that this business is all about relationships and delivering for your clients. That never changed and likely never will.
LBB> When it comes to educating producers how does your company like to approach this? (I know we’re always hearing about how much easier it is to educate or train oneself on tech etc, but what areas do you think producers can benefit from more directed or structured training?)
Lauren> We are a small production company and our HOP has been with us for over a decade. SO the position we usually train for is the in-house coordinator position and that person is often fresh out of college or maybe has had one job experience. We have daily status calls… not only to check in on what’s going on and who is doing what on which project. But it’s also a time to really holistically educate our junior person.
It’s not just doing the work, it’s giving context to the work and how we did things in the past and how that has changed.
LBB> It seems that there’s an emphasis on speed and volume when it comes to content - but to where is the space for up and coming producers to learn about (and learn to appreciate) craft?
Lauren> Well put. We are doing this faster than we ever have before. However, the technology and tools we have at our disposal has made that possible. I do not think one has to let go of the craft, or learning about the craft, to move quickly. At the same time, leadership has to give room and time for learning. That’s why we focus on training alongside the doing.
LBB> On the other side of the equation, what’s the key to retaining expertise and helping people who have been working in production for decades to develop new skills?
Lauren> For those of us who have been doing this a long time; we need to be constantly learning and growing. That is the key to life’s vitality. In all aspects of your life. And production is no different. I always try to stay current on new technologies, applications, and tools to help us do our jobs better and encourage those in senior positions to do the same.
LBB> Clearly there is so much change, but what are the personality traits and skills that will always be in demand from producers?
Lauren> Being able to think on your feet, to wear many hats, to be a people person who can motivate and encourage people. Producers need to be smart, thoughtful and creative.
