Also Known As: Video Producer / Multimedia Producer
Career Level: Mid-Level
What Do They Do?
Visual Producers are specifically tasked with creating video content that takes radio and serves it to a visual audience, whether on social media, web streaming or on TV. As we increasingly live in a more screen-oriented world it's vital that radio exists in these places.
A Visual Producer’s role is to craft visual content that fits within the station’s branding, strategy and editorial ambitions. This could be capturing studio-based interviews, features, or live music performances or broadcasting live events to visual platforms - as well radio. They will keep across best practice, and work with partners to share, monetise (in commercial radio) or otherwise enhance content.
A Visual Producer’s role changes project by project but usually follows the same pattern:
- Pre-production (developing ideas, planning, establishing specs for shoots)
- Production (managing shoots and production itself)
- Post-Production (editing, supplying deliverables and social/promotional content)
Unlike in television production, Visual Producers in radio often work alone or in very small teams, and are generally multi-skilled producers who will shoot, edit and publish their own work.
Who Do They Work With?
- A Visual Producer will work very closely with radio production so that they can bring their audio ideas to live visually.
- They also work very closely with on air talent, making sure they are represented on-camera as their best selves.
- And they also work with various brand and/or network stakeholders to make sure they're happy that the visual team are delivering content that serves their objectives.
What Skills Do I Need?
- Ultimately, Visual Producers need creativity, passion, and ideas. Most other things can be taught.
- Visual Producers are able to prioritise, problem solve and remain calm under pressure.
- Visual Producers are able to adapt to different broadcast environments and work flexibly as part of a team that changes daily.
- Visual Producers need to be technically confident with video recording and editing software.
- Visual Producers have the ability to multi-task and are able to manage numerous stakeholders.
- It’s helpful if Visual Producers understand the visual production process from social/small screen content to bigger productions.
- Visual Producers are flexible and willing to work long and sometimes anti-social hours, often working alone.
How Do I Get This Job?
There aren’t any specific qualifications required, but experience is essential. Some Producers will have attained a media production degree but many will have gone straight from school or college into the world of broadcasting. Many will be radio producers that have retrained in visual production - like many things in media, there are many weird and wonderful ways into the industry.
The expectation will be that you have been creating video for several years in a freelance or voluntary capacity, and will be across emerging visual styles and platforms.