At this point in the narrative of Prodigi Arts, we are entering a season of transition and directional shifts to become the kind of creative studio that aligns with our values and talents. Through the acquisition of several new clients in the Memphis area, new talent and a re-designed brand, we are able to work on more intricate projects that reflect the level of aestheticism and detail that we incorporate into our productions.
What’s going to change at your company during the next year?
We are very intent on solidifying our company culture by gaining energetic, emerging digital artists who possess the vision and drive to create memorable and extraordinary multimedia. We are keen on giving young professionals and creatives an outlet to utilize their skills and abilities toward crafting visual content for marketing and entertainment purposes. We also want to create local job opportunities for artists who might otherwise seek positions in Atlanta, New York or Los Angeles, and retain some of the unique talent here in Memphis.
This past year, we invested about $60,000 in hardware, software and production equipment. In the upcoming year, we will be investing in a new, state-of-the-art “Render Farm,” which we anticipate costing around $50,000. This equipment speeds up the last stage in the animation process called ‘rendering’ and improves the quality of the finished project.
What have been the key turning points for your company?
Prior to 2010, we had been working on several small-scale projects with a wide range of clients, with little retention. In the fall of 2010, we had the opportunity to work with a couple of companies on projects that they needed for marketing and entertainment purposes, which then led to an ongoing business relationship that we still have the privilege of being a part of today.
Another key turning point for Prodigi has been our partnership and support of Leadership Memphis this past year. For the 2012-2013 year, we were fortunate enough to be Corporate Leader Sponsors of Leadership Memphis, which does so much to raise the next generation of Memphis advocates. It is one of our greatest concerns as well.
Your biggest misconception in opening this business
Upon founding Prodigi Arts, there were many who told us that Memphis would not embrace a company like ours because there was no need for the kind of services we were offering, with little to no client base. Most of the creative marketing and entertainment was being handled by studios in metropolitan areas like Atlanta or New York, neither of which Memphis had any connection to.
Greatest business strength
Our greatest strength as a company is the approach that we take with our client relationships. Since we work in such close proximity with our clients and their teams to tell their stories as accurately as possible, we try and cultivate partnerships with them based on trust, understanding and sensitivity to the communication of their brands.
Becoming complacent in our growth and level of production work as a studio. We want to continue to improve and develop our digital skills so that we can offer our clients the quality of work that they might find if they went to a larger agency that produces multimedia for national brands.
When we began our journey as a creative studio, we tried to craft our brand around what we thought other companies wanted us to be (i.e., professional, serious, one-dimensional), rather than focusing on what makes us unique as a company and the kind of contribution we wanted to make to the visual world.
Forging purposeful partnerships and relationships with clients. We realized very quickly that businesses do not develop or grow in silos, and that each organization has something to offer the other, even if that something does not come in monetary form.
As with all small businesses, we worry about whether there will be enough demand for our specialties in the Memphis area, and whether we will have opportunities to grow.
Key goals yet to achieve
We aim to elevate the creative industry in Memphis, and offer businesses here the level of work that they see on national advertising campaigns for larger corporations.