Lincoln based video content agency Firmative has grown from strength to strength over the past 5 years working with an enviable list of music’s A list and now can add the global phenomenon of the Fast and Furious franchise to its growing list of projects.
Firmative Founder and Creative Director Dumi Siwo spoke to CityX about this latest accolade for the young Lincoln business making waves with Hollywood’s latest blockbuster.
1) How did you end up working on the soundtrack campaign for Fast and Furious 9 (F9)?
Atlantic Records/Warner Music Group are one of our largest clients, so to assist with the campaign surrounding the film’s soundtrack we were assigned the content brief in collaboration with Universal Pictures.
2) What services does Firmative provide on projects like this?
We provide content creation services which include Creative Direction, Video Production, Video Editing, Photography, Design and animation. Creative Direction involves a combination of multi-disciplined skills and services to create advertising assets. This project required video editing, design and animation. We then delivered a dozen pieces of content that would be utilised on social media or assets for adverts plus a video advert that would be shown in Cinemas.
3) What are the big changes in the music industry around content?
It’s no longer just about content creation, it is about an even larger demand for creative direction. Posting 1 or 2 cool videos just won’t cut it anymore. The industry demands a variety of creative content, consistency and speed across all platforms without the compromise for high quality delivery. This is where Firmative comes in, we’re the one stop for Creative Content, working 7 days a week 24/7, ready to help our clients with our army of multi-skilled in house creatives.
4) Firmative have had fantastic success already, what do you think is next?
We had a scheduled meeting with a senior team member at Apple Music (US) before the pandemic hit, we intend re-engaging that conversation. We’ve just started a very fruitful relationship with the largest record label in the world – Universal Music Group and we are already working on several projects with them as we speak. At the end of last year, we worked with Relentless, Ministry of Sound and now we’re working with Columbia records which are all part of Sony Music. We look to connect with more business in the music industry and we look forward to welcoming official music videos to our services by the end of this year.
As the team grows, we have ambitions of expanding in other commercial industries so we can help other businesses outside of the music industry. This is something we touched on in our infancy and I’m really keen to explore further in 2022 as I feel Firmative will bring a slightly different but effective approach to content creation.
5) Are you looking to grow your team now?
As our client list expands, we’re going to be looking for more creative talent to join our team. This will also help us launch our new department that will cater for the commercial businesses and brands outside of the music industry. If anyone is looking to further their career we’d love to hear from them!
Check out the latest showreel from Firmative as they celebrated their 4th birthday…