What is a Creative Producer?
'A Creative Producer is the individual who pulls the strings and brings each piece of the creative project together.' [1]
In the first definition of the role, the article author states that a Creative Producer brings all of the pieces of a project together. Which can include but isn't limited to being responsible for finances, making a creative plan, scouting for talent, and overseeing promotion and marketing. It's also explained that whether the idea for the project belongs to the Creative Producer or not, they need to know exactly what's needed to achieve the goals of the project. Such as why one director or designer is more appropriate than another. [1]
In another definition, it's said that a Creative Producers skills are...
- Spotting the right material for the right time
- Identifying and successfully attaching the right combination of talents and experience to turn promising story material into an irresistible script
- Finding the right director and other creative collaborators to transform that irresistible script into a great film
- Defending the creative integrity of the film’s authors while simultaneously ensuring they go far enough, but not too far, in meeting expectations of public and private financiers, distributors, broadcasters, all of whom need some form of cultural or commercial return on their investment
- Positioning and marketing the film to maximise its impact and, ideally but not always, maximise its audience [2]
Summarising that the Creative Producer ensures that the project suits current cultural interests, finding appropriate talent, finding an appropriate and strong crew, making sure that the project suits the broadcasters etc. and will be beneficial for them, and handling the promotions and marketing of the project to appeal to it's audience.
Creative Producers' Insights
Firstly, Creative Producer Sarah Green (who started as a producer), gave her insight into the role in one article. Talking about her own skill set, she says 'I’ve gotten good at the creative side of it. And it’s not to say I could write a script, to save my life, but I’m a good editor. I know when something itches, and I don’t necessarily know what to do but I can say “that piece…” and I can discuss it'. She also goes on to say that in comparison to a producer role, 'the Creative Producer [tasks] are going to be harder to encapsulate, precisely because it touches on creativity, which really means that there is an “It Depends” component to every situation'. But the author states that with this in mind, the Creative Producer is essential for filmmakers. [3]
It seems that in reviewing my own skill sets, Sarah Green confirms that it's possible to both succeed and enjoy working as a Creative Producer when you're interested in or have a talent in editing and using creative opinions and expressions.
In an interview with Creative Producer Tiffany Wen, she's asked what she does in her role. To which Wen responds 'I've got this problem to solve, this creative team, these clients, this timeline, this much money, and these unanswered questions and assumptions. I then ask myself, what creative processes and ideas are best to move this project forward and make sure it comes to life within the guidelines we've all co-created?'. [4]
It's interesting to learn the thought process that may run through a Creative Producer's mind when faced with a new project, along with learning from this response that the main goal is to bring the project to life and move it forward.
In the video below, at the Sundance Institute's annual Creative Producing Labs and Summit, a number of Creative Producers give their opinions and insights into the purpose of a Creative Producer, and what they bring to a project.
The quoted opinions and definitions on the role that I found to be the most useful and insightful were 'Basically, a producer makes a movie happen', and that producers are 'insulating the artists and insuring that everyone remembers what the original vision was'. [5]
From the research gathered on my role, I found it extremely helpful in realising how crucial the Creative Producer role is to the industry. And that while I may not be handling a financial aspect within my project as a producer usually would (due to focusing more on the visual sides of the project), I'm undertaking all other tasks that are typically recognised of a Creative Producer, and then some.
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