In a groundbreaking study called the NoCo Producers Landscape Report, one thing became crystal clear: Producers have a lot to say about the state of their craft, and we should all be listening. Drawing from the voices of 282 Producers across the industry, here are the raw, unfiltered insights from those who keep the creative world turning.
“Producers touch everything. See everything. We move obstacles that others never knew existed. We’re often the only ones with a cohesive picture of how things work, and all the factors that could derail a project,” one Producer shared. This sentiment echoes throughout the study, highlighting the unique position Producers occupy in the creative ecosystem. But there’s a bitter twist to this comprehensive view: “Our expertise is commonly undervalued, yet when what we predicted might happen ends up happening, we get blamed for not preventing it.”
Perhaps the most passionate responses came when discussing project scoping. “Have the project production lead act as a key contributor to the scoping process,” urged one Producer. “When leadership level does all the pitching/scoping, many details are missed which causes us to poorly scope and that waterfalls down to lots of miscommunications, disappointment, and unsatisfying delivery in the end.”This isn’t just one voice crying in the wilderness. One in five Producers specifically identified scoping involvement as the single thing they would change to improve their impact. The frustration is palpable – they can see the train coming off the tracks before it happens, but often lack the authority to prevent it.
“Shift the perception that producers are there to just create a timeline, take notes, and schedule meetings – that is about 10% of our job and contribution,” one Producer emphasized. “Our real value is strategically in the work, is navigating stakeholders, is connecting the dots across the many people involved, is advocating for teams, is casting the right teams to the right work.” This statement cuts to the heart of a critical finding: while 28% of Producers primarily focus on project management, their impact is most significant when they’re empowered to work strategically. The data backs this up – 86% of Producers who are decision makers in scoping report highly satisfied clients.
As the creative industry faces significant shifts – from AI integration to changing client expectations – Producers are uniquely positioned to guide photographers and directors through these transitions. Their holistic view of projects, teams, and business operations makes them invaluable strategic partners. It’s time to stop thinking of Producers as just project managers and start seeing them as the strategic leaders they are. As one Producer put it, “We’re not just here to keep the trains running on time. We’re here to help design better railways.”
For creatives willing to listen and act on these insights, the potential rewards are significant: better project outcomes, stronger client relationships, and more sustainable business growth.
Ask our Producers for input on your next project.Their insights might just be the difference between another troubled project and your next great success.
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