How To Find Your Niche In Filmmaking
Director, writer, producer, and owner of McMillen New Media, Siobhan McMillen, shares how she got her start in filmmaking and why finding a niche was the key to her personal and professional success.
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When I graduated with a bachelor’s degree in public relations and marketing I knew exactly two things –
One: Agency life was not for me.
Two: I really missed being an artist.
Armed with that knowledge, I entered the world of entrepreneurship at the tender age of 24 with a fancy camera, some basic shooting skills, and a lot of unearned bravadoes. One of the first things my father – a fractional CFO with more than a few years of experience – told me was that if I was going to be successful I needed to find a niche. I was hesitant. I’d already committed to a degree that didn’t make me happy. How was I supposed to commit myself to something that could take up another five to ten years of my life?
I didn’t. I floundered.
I tried my hand at specializing in drone work. I created a food v/blog (filmmakers do not make great talent). I worked with a variety of random and very different companies creating films and video content. None of these experiences were bad; I learned a lot and met wonderful friends and business connections on the way. Then, cue 2020.
When business is not going well, as many weren’t during the COVID-19 pandemic, one of the first things to be cut is extraneous marketing expenses. Video is absolutely considered extraneous for most companies. For approximately a year, my business also was suffering because my clients didn’t have the funds to pay for my services.
During that time was when I launched my food v/blog (check out Sauté with Sam if you want a good laugh) and filmed/directed my first indie short, Fracture. More than anything though, I drank wine. A lot of wine.
Anyone who knows me reasonably well will tell you it’s more common to see me with a wine glass in my hand than not. With all the free time I had during the pandemic, though, my love of wine took on a whole new life. I started researching more, learning more about different regions and varietals, and going out of my way to expand my taste and knowledge. I now am working on earning my level one sommelier.
“One of the first things my father told me was that if I was going to be successful I needed to find a niche.”
I’d found my passion! Now I just needed to figure out how to turn it into a video niche.
Luckily for me, the owners of a local winery took me on as a member of the marketing team, spearheading content and video production. I’ve since been able to learn more about the wine-making process, the business of owning a winery and expand on my filmmaking skills.
I’ve always loved being behind the camera. It’s my home. But since finding my niche, the wonderful world of winemaking, I’ve learned even more about my craft. I’ve found new and exciting aspects of filmmaking, learned more about my camera, found new equipment I love. What was an art form that already fed my soul, turned into a new and thrilling adventure.
Niches are important on a business level. The more you know about a specific market, the better equipped you are to serve that market, and the more you can charge for your services. Beyond that, however, if you find your home within your industry the cliche holds true: do what you love, and you’ll never work a day in your life.
I get paid to play, drink wine, and create beautiful content that feeds my soul and my wallet. How cool is that?
Meet the Author, Siobhan McMillen
Siobhan McMillen graduated with a degree in public relations and marketing in 2018. Since graduation, she has worked as a marketing and social media consultant, videographer, and indie film producer. Through her work in the film industry, she discovered her passion for creating beautiful, dynamic imagery, and her company McMillen New Media was born. She has since focused her efforts on working as a media consultant for the wine industry and directing her own indie film projects.