What Does a Content Creator Do? - An Interview with Daren She
If you’ve been active on social media or media job portals lately, there is a high chance you may encounter the term, ‘Content Creator’.
Now, anyone with the faintest idea of the media (in particular, the video medium) would know that the production behind video content is usually a team effort made up of writers, producers, editors, directors, and the list goes on. So just what constitutes a Content Creator? Are they directors, writers, or perhaps, camera operators? It is, after all, a pretty vague title.
In the first entry of Inside the TSB Studio — an in-house article series where we go in-depth with the media professionals that work amongst us — we explore the origins, challenges, and nuances of this elusive, ‘jack-of-all-trades' role as explained by one of our very own, Daren She.
The Big Question
According to Adobe.com, “a content creator is someone who creates entertaining or educational material to be expressed through any medium or channel.” To help narrow down that broad definition, as mentioned earlier, we are solely focusing on one medium, video.
And after much debate, we concur that there are two kinds of Content Creators (video) out there.
A Content Creator, as seen on social media today, provides creative solutions for their clients. These solutions are not limited to conceptualizing and shooting inventive videos to promote their client’s brands or producing original content for themselves to build up their appeal in the market. If you haven’t figured already, we are referring to well-known social media personalities, or influencers, that have since popularized and assumed the mantle of ‘Content Creators’... And rightfully so. But don’t be discouraged. One does not have to become an influencer to be a Content Creator.
A Content Creator that operates behind the scenes is proficient in videography, editing, and content ideation. They imbue their creative quirks through their work and hardly, or never, appear in front of the camera. To put it simply, they are multifaceted artists who could wear different hats during a project.
The Lone Wolf
This begs another question: If a Content Creator can do anything, what’s the point of the other production roles that are deep-seated in the culture of media and production?
As technology advances with the times, anyone can be equipped to create professional and fascinating content wherever they are, and we believe Content Creators are a product of that technological evolution.
The Main Event - Daren She: Content Creator
At The Story Behind, we do things a little differently. Like a well-greased machine, where many components operate at the same time, everything we do here— be it as a Content Creator, director, or editor—is a collaborative effort to get a project running from start to finish.
We sat down with one of our very own Content Creators, Daren She, to learn more about his journey.
Q: To begin, could you tell us a little bit about yourself and how you get to where you are?
Daren: My name is Daren, and I’ve been working as a Content Creator at TSB for more than a year now. I was previously based in Malaysia, working in a production house that specializes in broadcast media.
How did I get to where I am today? To be honest, it was through a series of spontaneous life decisions. Upon graduating from secondary school, I had no idea what my dreams or aspirations were, I had no dream, no nothing. But I finally had an inkling of what I wanted to be upon enrolling into university.
I chose to do a degree in Broadcasting because I envisioned myself working as a radio DJ in the future. But turns out, the course was more focused on the video production aspect of broadcasting. Sure, it was a bummer at first, but it soon proved to be a blessing in disguise as I started to develop an interest in making videos. And on top of that, I was scoring well in school doing it.
Q: What is your day-to-day as a Content Creator at TSB?
Daren: It’s a mixture of things. Sometimes I’m on set while other times I’m editing videos back in the office. Depending on the project and workload, I’d say for myself, and my other colleagues, that our job as Content Creators requires us to be versatile. Almost like handymen.
I handle cameras, lights, and other equipment on set. So, there are projects where I function as a DP (Director of Photography) and other projects where I assist as a grip or gaffer. However, we work closely and collaboratively with our directors and producers throughout a project to achieve the desired final product for our clients.
Q: What are some of the challenges of the job?
Daren: When it comes to editing client work, creative differences is the most common problem that surface. And as much as we have our strong creative vision as individual artists, the aim is to always tell our client’s stories the way they intended it, in the best way we can.
However, another set of challenges arise when I’m out on a shoot. It could be due to scheduling conflicts, being unable to achieve a desired shot or even the weather. It’s hard to pinpoint a specific challenge because, like a box of chocolates, you never know what you’re gonna get.
Q: What are some of the most interesting equipment you worked with during your career?
Daren: ‘Upskilling’ is always one of the key things we hold in high regard here. Whenever there’s an opportunity to be exposed to a new tool or software, I’ll be sure to get my hands on it.
So, apart from operating industry-standard cameras like the RED Komodo 6K, I’ve also worked with various unique production equipment and gears like the Tilta Float Gimbal support system, or the Aputure Lantern Softbox, to name a few.
But the most interesting equipment I’ve had the pleasure of working with yet is a Polecam.
I was first introduced to a Polecam while working as an intern in a production house back in KL. It is a crane system that allows the camera to elevate and track freely, the kind they used on live shows or sporting events. As it was also my first time being on set for a standard reality show, not to mention, one that would air on national television, to operate a Polecam (the biggest equipment on set at the time) was a truly memorable experience.
Q: What software do you use?
Daren: Based on the scope and vision of what the project requires, I work around various software within the Adobe Suite—mainly, Premiere Pro, After Effects, Photoshop, and Illustrator. But as I mentioned in the previous question, we are constantly upskilling.
So, to make the workflow and processes easier for even challenging projects in the future, we are adapting and refining our skills to more complex software. For instance, I had to work with Cinema4D, a software that’s fairly new to me, on a recent project that involves a tricky animation sequence over live-action footage.
We are also moving towards more advanced color grading practices using DaVinci Resolve, an editing software with a powerful color grading feature.
Q: What do you look forward to in your career?
Daren: The dream, for me, is to work on more narrative-based content. As a Content Creator, I want to exercise my creativity and passion for storytelling through my editing, a craft that I’ve grown extremely fond of over the years.
I hope to work on my own productions in the future, become extremely adept at anything production-related, and... win some awards, of course.
Q: Finally, what advice would you give people who are interested in being Content Creators?
Daren: I’m still very much the learner so I wouldn’t exactly call this advice, but my belief is this: don’t be too immersed in the praises you receive from people around you. The key thing is to always focus on churning out good, quality work. That is the only way you can improve on your craft and attain self-fulfillment. Everything else is secondary.