Bringing stories to life is what stays at the base of filmmaking and photography — creativity unleashed and put into images through various tools — and these tools change and improve at the speed of light nowadays.
Being a creator within this era of digitalisation is tightly connected to having permanent access to the latest and most suitable gear necessary for each project.
"57% of adults around the world wish they could own less stuff"
Therefore, our strong belief is that access-based consumption is the future of cinematography, opposed to individual owning of hyper-expensive, quickly-“outdatable” tech. Take for example the car leasing market which hit 7.9 million units in 2019 with projections of doubling that by 2023. That sounds overwhelming. And from our perspective, the creative industry is following their lead.
So from our part, YES to access because:
- Video is booming;
- You need to stay updated;
- Sharing is caring.
Video is booming
Every company, institution, and individual have a story to tell — and today, the video format is the preferred format to use.
Statistics show that video marketing is the top tool in conquering any type of market. 5 billion videos are watched on Youtube every day and businesses that use video, grow revenue 49% faster than non-video users. So if you haven’t thought about including video in your business strategy, we’d say it’s about time you do.
The video format is booming and in no time, every company will become a media company.
This trend is not only relevant for existing production companies and large corporations. An even larger amount of content than ever before is needed to fulfill the requirements of the customers, users, and audiences from all types of companies and industries.
From the local elementary school that wants to teach kids through interacting and engaging videos, to travel agencies that want to share authentic visual stories about various travel destinations.
We believe every company will have to keep pace with the fast-growing need of creating video content, and this emerging trend will eventually turn every company into a media company. And within this context, there will be a need for recruiting creators and video production equipment to keep up with the content production.
You need to stay updated
Technology is evolving at such a rapid pace that it becomes more and more difficult to keep up with the changes. In filmmaking the situation stays the same — technological development has been boosting the film production industry through various tools: autonomous drone cameras, 3D printing, 4K 3D cameras, and others as such.
Technological development knocks out “old” video and photography gear in no time, and current solutions call for more flexibility.
Within the current market, the lack of flexibility binds creators to go through years of committing to a financing plan — this makes no sense, when the gear actually gets outdated within one year after purchase. So, investing in gear in these inflexible circumstances is, as we see it, wasting resources that could be used circular — lending, benefitting, renting out, and then again.
Creators tell their stories using equipment that facilitates each project’s needs — therefore, one natural question appears — if gear is just a mean and not the focus, then why don’t we make the most out of each story by making use of the best, top quality gear on the market each and every time?
Sharing is caring
The sharing economy is flourishing — projected to grow from $15 billion in 2014 to $335 billion in 2025. As research states, technology used in a wrong manner makes us less happy due to the fact that it invariably leads to very low direct, social interactions.
So, the great advantage of sharing economy is actually caring — caring for ourselves, and caring for others. And ultimately caring for the environment.
Sharing economy makes expensive goods affordable, and enables more responsible, greener productions.
Using the principle of sharing economy in the filmmaking industry brings, nevertheless, improvement through collaboration. The network of creators becomes stronger, individuals evolve through the collaborative benefits of being part of a community, and creative productions turn into even better stories, and more responsible, greener productions.
Having all these changes within the society in mind, there’s one question popping up regarding access vs. owning when considering professional filmmaking and photographic gear. Isn’t it way simpler, cheaper, and more accessible to rent instead of to own?
Tomorrow — no creator needs to own gear.
To meet the needs of tomorrow, we are running a camera-sharing community. Our members have the possibility of lending and renting when in need, or can have access to gear on a monthly basis using the world’s first professional film equipment subscription.
Join the wave of access and help keep great stories alive. Available in Denmark, Berlin, Amsterdam and London.