7 Essential Tips to Excel as an Executive Producer, Regardless of Your Experience
An Executive Producer as imagined by Adobe AI Firefly.
Throughout my career, I've had the privilege of being involved in a wide array of video projects, some of which were outstanding and others, not as much. Initially, I believed that the greatness of a project was dependent on having ample funding and top-notch equipment. These factors are undoubtedly important, but through experience, I've discovered a more crucial element: the role of the Executive Producer. Though this term is common in Hollywood, is not as prevalent in marketing sectors. However, I've come to realize that if video project leaders intentionally focus on being great Executive Producers, and understand the role, the projects they lead will be significantly better. At the end of the day, no one wants to be in charge of successfully leading a mediocre project.
Here are 7 tips to get started with being a great Executive Producer.
1. Understand the Role of an Executive Producer
Most people associate the executive producer with the glamour of Hollywood, often overlooking its importance in other realms like marketing and business. I want to demystify this role and explain how it's more than just a title, but a critical function that guides a project's success. The primary role of the executive producer is to secure the funding for a project and pull together the team to make it happen.
2. Defined Roles for Everyone
A common challenge in video projects is the lack of clear roles which leads to confusion and dropped responsibilities. The executive producer’s most important job is financing a project, but after that, they need to be able to cast a vision for what they want to accomplish, establish roles, and communicate those effectively to everyone involved.
3. Recognizing Your Strengths
A successful executive producer must have a clear understanding of their strengths. Whether it's writing, graphics, communication, or video production, knowing one's core competencies can help in either directly contributing to the project or stepping back to allow more skilled individuals to take the lead while you communicate the big-picture vision.
4. Find the $$$ and Set the Creative Boundaries
An executive producer must secure sufficient funding for the project and articulate its goals. Whether you have a lot of money or a little bit, at the end of the day someone needs to be able to provide answers to money questions. This is about doing the math and knowing your financial constraints. Initially, I viewed financial limitations as a problem for producing great videos, but I have now come to recognize that clear constraints can fuel creativity when the leadership is there with a vision. Imagine being asked to paint a landscape without any guidelines - the options are overwhelming. But if tasked with painting the Grand Canyon on a 16” x 20” canvas, your vision becomes clearer, and your creativity more focused. Constraints, like the size and subject of the painting, actually aid in directing your creative process. Similarly, in video production, understanding your financial boundaries allows for a more targeted and creative approach to project development.
5. Communicate Vision and Delegate
The ability to visualize the project's outcome and delegate tasks accordingly is vital. A common pitfall is the executive producer's failure to relinquish control or provide a clear vision, leading to mediocre results. The executive producer needs to trust their team and let them exercise their expertise. Effective leadership often involves stepping back and allowing others to shine, especially if you have done a good job of hiring people who are better than you in their specific role.
6. Have a Great Relationship with the Producer
The producer's role is to envision the project and set things in motion, such as scheduling, choosing locations, and overseeing scripts. An executive producer must appoint a competent producer and delegate sufficient authority to them, ensuring a seamless workflow and effective decision-making. An executive producer can do these roles if they are good at them, but if they aren’t they need to take the back seat to the producer.
7. Keep the Goal in Mind and Keep Articulating it Out Loud
Effective leadership in the executive producer role involves communicating a clear vision but at the same time articulating your goals. You are responsible for creating an environment where creativity can thrive, but if it’s in the context of marketing or fundraising it must be focused on the goals. Make sure you can remind people what the viewer needs to do when they watch a video. What emotions do they feel and what action do they take? But allow creativity within your team with regards to how you get there.
The role of an executive producer in video and film projects is multifaceted and demands a blend of leadership, vision, and collaboration. By understanding their strengths, ensuring adequate funding, setting clear goals, and delegating effectively, executive producers can not only lead video projects that to well, but that succeed.