With SXSW here again, it's an appropriate time for us to take a moment and ponder what the future of our business might be.

Okay, stop. The answer is so obvious I'm surprised it even took you that long.

The future of our business is video.

When people use the word 'Content', what do they mean? Videos.

What are consumers doing on Facebook nowadays? Watching videos (hey, it helps that they just play without me even having to click on them!)

What's the world's Number 3 website, after Google and Facebook? YouTube. Where people go to watch videos.

And guess what? People are still watching a hell of a lot of TV, aka moving pictures, aka videos.

Please note, I'm not decrying the innovative/tech stuff that comes out of SXSW. Like this Tinder idea where a woman who may or may not be a robot starts talking to you, and it's actually a promotion for a new sci-fi movie. I'm just placing my own bet on which tech trend is going to have the most profound effect on our industry. And I'm betting screen-agnostic video.

So far so good - agencies have a long history of producing moving pictures. But the problem is, our expertise is in making expensive videos, infrequently, whereas the big demand from brands today is to make inexpensive videos, more frequently.

We need to grow this expertise and we need to grow it quickly.

BBH is often ahead of the game - they've just set up Black Sheep Studios to do this.

I see more and more agencies doing something similar. Good. I do believe, as I wrote in the title of this piece, that we need to start making videos or die. Well, 'die' is a strong word. But we'll definitely wither, if we lose this huge slice of work to other providers.

The effect on us Creatives could be massively positive - it's an opportunity to start doing a new job, that will genuinely be super-fun.

Here's what I mean - these videos need to be cheaper, so we need to mash some of the existing roles together. The two basic skill-sets are 'being creative' and 'getting shit done'. So I see one role that is a combined Creative/Director/Editor and another role that is a combined Producer/Account Handler. Two roles.

So your new work day could involve thinking up ideas, shooting them yourself, and then editing them.

If that became my job, I think I'd quite like it.

Would you?

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