Michael Sorrentino started his production company back in 2016. Working from a studio apartment, he continued to freelance as a Producer to cover the bills and build his network. Once he got his first real client, he was able to make a big move: get an office space that would double as a studio. The reality of having to pay for that space hit quickly, and the one client wouldn’t cut it. So, he started making cold calls to every company in the building, pitching the idea of having a studio to film their promotional or branded content without having to walk outside. One of them bit and hired him on the spot. This helped him get through those first several months and cover the rent while he continued building a client roster.
After about a year, he had steady enough work to hire a full-time employee. He was nervous at first, but that cold-call client (who had now become a friend and mentor) advised him that hiring the right person would always have a return on investment. Boy, was that ever true? Soon enough, they had three full-time folks and a busy production schedule. It got so busy that he decided they needed another studio and more office space, so he invested in construction costs and took over half the floor. Just a few days after taking occupancy of the expanded space, the world shut down for Covid-19. He had substantial construction bills and a quadruple-sized rent.
He had to put his head down and look for a solution. Luckily, a client was producing an event that now needed to be virtual. This was a new pivot for most of their clients and, frankly, most of the world. The client asked if it was a task they could handle, and without skipping a beat, he assured them that they could deliver a unique virtual event, remotely filmed, on time, and on budget. He only had asked them for a verbal commitment that they would continue to use them for other events, helping him to justify a hefty investment in new equipment and workflow training.
With the help of his team and some of their freelancers, he developed a unique approach to remote video production. Iterating over several weeks, he came up with a very simple kit that they could deploy anywhere on the planet, that was easy to set up by the on-camera talent at home, that could be remotely operated, and delivered a high-quality video without relying on too much on the talent’s home internet.
2020 turned into a fantastic year for their company as word began to spread about this little company with an innovative approach to remote production. Over the next couple of years, as things began to open up, they went back into the studio and into the field. Their team is now producing digital content (creative video, live streams, animations, and podcasts) for clients such as Google, Box, CVS Health, Ernst and Young, LVMH Moët Hennessy Louis Vuitton, IBM, and countless others, both large and small.
Since 2020, the journey of their innovation and the lessons learned along the way have become the topic of countless conversations with peers and student groups. They’d been asked many times about the methods and best practices that led him to say to a friend and peer, “someone needs to write a book on this”. Six months later, they had a book contract for “Virtual Presenting: A Guide to Formats, Production and Authentic Delivery” (Routledge – March 24, 2023), a textbook written for students and professionals looking to succeed in this new world of virtual production.
His advice for other entrepreneurs is not to get caught up in fear. There will be many moments, from planning to launching and eventually running your company, where you’ll think about hitting the brakes. Step back, unplug for a moment, and remind yourself WHY you are doing this. Focus on the big picture and don’t get caught up in mundane problems. There will always be problems to solve – ALWAYS. Take stock of what you are building, put your head down, and stay focused.
About Michael Sorrentino
Michael is a veteran broadcast producer, having worked for more than a decade in national TV news. He has worked on the front lines of major news stories from presidential elections to international humanitarian issues, and everything in between: including running live newscasts, training on-air reporters, and developing video content.
At Sorrentino Media, Michael’s unparalleled production experience is put to good use in three different & meaningful ways: full-service video production, consulting, and media training. As a producer and consultant, Michael creates and develops digital content for his clients. At his core, he’s a master storyteller with a journalistic eye and an understanding of the big picture. He knows how to quickly get to the client’s core development needs and fine-tune the message. Michael’s passion and unmatched enthusiasm have resulted in long-term client relationships and a strong referral base. He always strives to bring out the best in everyone he works with.
Michael is admittedly a gadget nerd that loves working with the latest technology. When not working, you’ll find him doing puzzles alongside his daughter, Rose, and his wife, Annie Scranton.
If you would like to get in touch with Michael Sorrentino or his company, you can do it through his – Linkedin Page
