Industry Spotlight: Q&A with Video Virtuoso, Dustin Davidson

Some people radiate warmth, passion, and good energy. Dustin Davidson is one of those people.

As a seasoned entrepreneur and business owner in the creative industry, Dustin recently launched a new creative video agency, Moonbase Tango. I had the opportunity to sit down with him (on his birthday!) and pick his brain about his journey, thoughts on business, and his expertise for bringing brands to life through video. 

JM: How did you get started in the video production industry? Tell me about your experience.

DD: In my 20’s, I was one of several partners at a real estate company. When the market crashed, I went from owning a business to having my utilities turned off. In transition, I applied for a position that a local company posted. However, they wouldn’t meet with me because I didn’t have a college degree (I still don’t have one). I don’t like taking ‘no’ for an answer and I felt compelled to convince them, so I made a video. At the time, I knew nothing about video production. I shot some very basic footage on a borrowed camcorder and edited for two nights in a row on a free version of Windows Movie Maker. I remember being so locked in during the process that time disappeared.  

When it was complete, I emailed the company my video, but they maintained that the position required a college degree.  I thought, “well that’s a ‘no’ to your ‘no’” and I made another video. I had great mentors at the time, and they were making calls to executives at this company. They asked me to call it off … instead, I made another video. Along with the video, I planned an event where I invited them to come turn me down in person. They didn’t show up and that was that, but it got the ball rolling. I’ll never forget that moment where I knew this is what I was going to do for the rest of my life.

JM: What is your favorite project that you’ve ever worked on?

DD: Hands down … the Assumption High School (AHS) lip dub. It was my first project to go viral. We filmed all 600 girls singing “Firework” by Katy Perry. It was fun and there was nothing but good energy all the way around it. 

It was right at the time when ad agencies were trying to figure out YouTube and they couldn’t crack the code. AHS is the biggest Catholic girls’ school in Louisville and this video was part of dinner table conversation in every home – I couldn’t have asked for a better introduction to this audience. It instantly positioned me as an expert, which was a huge gateway for my business.

Check it out: https://www.youtube.com/watch?v=5vaHvgZm3kY

JM: You recently launched a new creative video agency, Moonbase Tango. Congratulations! What’s your best advice for small business owners?

DD: Get a client first. Often when starting a business, people get too wrapped up in impressions. “I have to make my logo cute; I need to work on my website, my blog, blah, blah, blah…” In my opinion, it’s just fear standing in your way. Get a client. Practice getting a client. Get used to hearing “no” and don’t be afraid to fail.

JM: You’re in the business of being creative. How do you get the creative juices flowing? What does your brainstorming process look like?

DD: Over the years, I’ve created and edited a thousand videos to be turned over for people to critique. I’ve failed plenty of times. My ego was gone a long time ago. So, when it comes to the ideation phase, there are no wrong thoughts. Every idea builds on another.

It can be overwhelming to some people, but I throw everything out. I let it swing for a second and take the time to climb up it. I also have no problem jumping in, doing, and discovering in real time. There’s been times in the past, when there are too many clients and projects, and you don’t get the chance to do that. I’ve re-defined my business so that my team can fully concentrate on a project, go back to the basics, and get excited about each one. We’re creating the whole way through the process.

JM: Are there any trends in the video industry that marketers should consider incorporating in their strategy?

DD: The video industry is still the Wild West. If you have a good idea, it could be the next thing. I’m not afraid to go for that and not make it.

JM: When you're in your first meeting with a client/prospect, and they say, "we think we need video," what questions do you ask?

DD: Honestly … what’s your budget? You don’t get an answer all the time – you don’t even get one half of the time. But the way they respond lets me know how they’re thinking about the project. If they can’t give me a budget, they usually dive into background information that opens a line of questioning.

I’m not as creative as I am curious. I’m fascinated by the way businesses work. I want to understand how they operate – how are they structured? How do they go to market? I try to get to the bottom level.

JM: Any final thoughts or words of wisdom?

DD: One thing that I learned a long time ago: seek out mentorship. It’s the most crucial thing in business. It’s the thing that when sh*t hits the fan, which it will at some point, it will be what gets you through. When you have sage wisdom coming from people you trust, you will get through the things that are bound to happen. Also, if you get good mentors, you must be a good mentor in return.