The Project: “The School of Media”

The Status: Planning

The Concept:

I plan to build an after-school program to teach and give experience to Milwaukee's future video producers, journalists, actors, and media talent. I will outline for you the reason why such a program is needed and how I plan to make it happen. When complete, this program will be available to any student from the age of 14-24 in the Metro Milwaukee area who can arrive at the studio on time. The younger students will learn the technology and processes they need to know if they wish to have a career in this industry. As the students grow in this program, they will provide more input on the projects they work on and will be able to decide the direction their education will take in the program. They will eventually be allowed to follow their projects by using the younger students as talent and crew. A student who joins this program will leave with the knowledge and experience to give them an ambitious leg up in the industry. Let me explain my reason for creating this program and how it will come together.

The Current Future of Media:

Media history has been an exciting roller coaster since the first movie was created. The industry has gone through several eras since then. I was fortunate enough to join the industry right at the tail end of a period when technology allowed the industry to make the leap forward from linear editing to non-linear, computer-based editing. I was one of the first generations to experience, learn, and mold what that industry would become. Since then, a new era has arrived. 

With the creation of platforms such as YouTube and the invention of technology such as smartphones, now everyone has a video camera and non-linear video editor in their pocket. Now alongside the professionals who went to college to learn all the concepts for proper video production, the industry is being muddled by an influx of kids who have learned everything on the fly. I'll be the first to admit that some YouTubers and TikTokers have taken this industry by storm with great content and production value. They didn't just do it. They took the time to learn the correct way to do it. These are the future actors, producers, videographers, and editors of the industry, and if the industry is in their hands, then I would be proud to watch the results of their work.

But with every advancement, there is a negative element that also emerges. To be blatant, YouTube and TikTok have become a breeding ground for some of the most narcissistic personalities on the internet. For them, producing videos is a way of life, and production value can take a back seat to personal popularity and getting those views that validate their worth. In the court of public opinion, production value does not mean anything regarding views, likes, subscribers, and comments. People will always watch a car wreck; sometimes, the person who shouts the loudest is the person people tend to watch most. What is deemed successful in the industry is now being chosen in the court of popular opinion. 

There is a new element emerging in the industry. These are amateurs, reinforced by their popularity to believe that they are the new professionals of the world. Right now, they are sticking to YouTube, but what happens when they grow up and branch out into other industries? Are you ready for a movie hitting the box office produced by that guy who got the most views on YouTube for playing video games? That's the future we face.

A Proposal to Counteract That Future:

Kids these days are becoming interested in video production early. They want to be online producing videos and being the next big thing. What will we get if we wait till college to mold that energy? I wish to create a program that will allow these kids to express that energy early and develop it into the proper concepts and production value to make these kids the future of the industry. 

At the tail end of the 2003 movie "School of Rock," we see the inevitable conclusion of the movie being an after-school program available to teach the kids music and to turn them into future musicians. I propose the same kind of concept applied to Media. A place where any student interested in the industry can come together, learn the technology, and gain valuable experience in creating content the right way. A student would leave the program with a video portfolio that would get them their dream job in their chosen industry.

The Educational Element:

All across the city, high schools are running similar programs. For example, the high school I attended had a Mass Media class that taught the basics of television journalism, radio journalism, advertising, newspapers, and every other method of presenting a concept to the public. That class took place in the high school's old TV studio because, for several decades, the school produced a TV program called Kids Biz, which broadcast to the city through the local public access cable channel. That program was unfortunately shut down before I arrived at high school due to budget cuts.

I'm sure everyone would be aware of this, but when school districts start to tighten their belts, it's always the elective classes that get the cut first. Art and music classes can survive those cuts because the school boards know they would have a lot of angry students on their hands if they tried to touch those programs. Media programs don't have that kind of public support and protection. I'm sure school boards would love to keep such programs; however, the reality of the situation requires cuts to be made somewhere. 

Imagine this. What if all the school districts in the Metro Milwaukee Area came together and split the cost of such a program? Instead of trying to fund a whole media program, they are only responsible for 1/18th of the budget. The school districts save money, and their students can earn after-school credits in an industry they genuinely want to get into. It would be a win-win for everyone.

The Market:

So, what kind of competition would such an after-school program have? That would depend on the way you choose to look at it. From a pure market size and competition research view, this business concept is a one-of-a-kind. There is currently no program like this in the Milwaukee area, so we could take over the entire market and provide value to the Metro Milwaukee Area. Any student between 14-24 can attend this program through funding from their school district or by monthly/annual tuition.

If you view our competition among other after-school programs, then our competition is with any other after-school program out there. Sports, music, and numerous other programs a student would choose between. This is why my program will work around a student's schedule. We would have projects going on all week, so there would be no harm in allowing a student to pick their days. As long as the student shows up on the agreed-upon days and their portion of the project is covered, other after-school programs shouldn't be an issue. 

If you view our competition based on our projects, competition is the big motivation to do good work. We will be using YouTube to distribute the projects we work on. So, every project will be judged by how well it does with the public. It's quality, engaging content versus the internet. It is the media industry's version of a Friday night football game. Competition is good and will push our students to produce better work.

The Projects:

So, the question has to be asked. What will a student be able to do if they join this after-school program? Someone could give it a blanket media label, but what does that include? Many fields touch on that one industry, and this program will serve them all. 

When students arrive in the program, they will start by learning all the concepts and technology they need to know to do the work. How do cameras work? How do microphones work? What are the correct principles for framing an image? How do you properly light a subject? What are the legal aspects of production, such as getting permissions and releases? They will learn every skill that the average YouTuber is lacking.

When the student is ready to start participating, they will take an active role in all the productions at the studio. As general production crew, they will gain experience in every production field available to them. Once they demonstrate proficiency in their work, they can take an active role in shaping their education. 

  • Do they like operating a camera? Then, they can take on projects that require a videographer. 

  • Do they like mixing audio because they have a band outside the program? Then, they can take on projects that require an audio engineer. 

  • Do they like piecing together the puzzle and creating something from nothing? They may want to take on more video editing roles. 

  • Do they enjoy working with programs like Photoshop, After Effects, and Blender? They may want to take on more roles in graphics and video effects. 

  • Do they have a natural talent for those programs and want to try their hand at CG animation? They're free to follow that route. 

A student in this program is free to explore all areas of media and follow the path they set for themself. If they find a field of production they LOVE, I won't bog them down by requiring them to learn an unrelated field. I want my students to fall in love with what they do so they can put everything they have into their work. The students will gain years of experience doing the same kind of work they would be doing in the real world. They could take their sample work and walk into their desired field right after graduation if they wanted to. 

As the students get older and gain more experience in their particular field, the older students will age out of the program, leaving gaps for them to fill. The older students will get to do more than work on the existing projects. They will be able to create their own projects. They must submit a project outline that presents their intended goal to the staff. If their project is approved, they get to issue the role assignments the younger kids get to pick from. As a producer and director, you can make your own production. You can make your own podcast. You can make your own music video. You can make your own documentary project. You can make your own movie. Whatever your project becomes, you, as a student, are responsible for turning a concept into a reality. Staff will guide you and have minimal interference, but your project will live or die by the effort you put into it.

And, of course, these projects would only go somewhere with the talent put on screen to make them a reality. So, this program will also be open to anyone seeking a career in front of cameras or microphones. Want to be an actor? A journalist? On air reporter or personality? This program will give you experience in those areas as well. 

Most projects will be student-driven; however, we will have a handful of established programs that create consistency through the years. 

  • We will have a news program allowing our students to gain real experience with meeting deadlines and working in a basic television studio. (Mondays and Wednesdays) 

  • We will have a morning show type of program that mirrors the podcast/radio DJ aspect of media. It is a show that focuses on the fluffier side of the week's events. (Tuesdays and Thursdays) 

  • And we will have a weekly topical program with in-depth segments that mimic programs such as 60 Minutes or Dateline. (Fridays) 

Of course, all topics should be geared toward kid interests and news to engage a viewership the same age as our kids. AS needed, I can also include some official Majestic Media Projects into the mix for the kids to learn from.

The Funding:

So, how would such a venture make money? With the nature of the work, there would be numerous resulting sources of income. These sources can be divided into active, Passive, and Side projects.

Passive Income:

  • Viewership - The most simple source of income will come from viewership. We will receive revenue from views by using sites like YouTube to distribute our students' work. Views translate directly into money, and that money will flow directly into an account. The student who produces the work should naturally get a cut, but most of these funds will be pooled into the passive fund. 

  • Advertising and Sponsorship - Posting content online allows businesses to get involved. If a company wants to sponsor our news program in exchange for 60-second spots during the program, who are we to refuse the extra source of income? Advertising spots could be available for any content created and will continue accumulating profits if the content remains online.

Side Projects Income:

  • Production Company - We will have the studio, the equipment, and the willing workforce to handle professional assignments, so why don't we? What if we pepper the student projects with actual, paying projects? We can make wedding videos, commercials, and anything else for the public and bring in income from real clients. The older students gain real-world experience, and the studio is used during the off hours when the younger kids are primarily in school. 

The passive and side project income will come together to take the first crack at paying the bills and labor for this program. With the assistance of all this additional income, we can bring down the price we would need to charge the students. 

  • Operational costs + Labor Costs + Selected profit percentage = Total revenue. 

  • Total Revenue - Side Project Income - Passive Income = Active Income. 

  • Active income / Number of kids projected to attend the program = Tuition per kid. 

The additional income sources provide relief to the students, and no matter what, the profits of this project are factored into the calculations. As an investor, you will always see a return on this investment.

Active Income:

  • Tuition - The primary source of income will come from the students. To enroll in the program, a student, parent, or guardian must pay a tuition fee that can be paid monthly or as a lump sum for the year.

  • School Districts - This program is designed to give the Metro Milwaukee Area school districts a media program option for their schools that allows them to reduce their budget. Instead of paying for an entire media program, they provide a fraction of the budget among all participating school districts. These school districts would be charged a base operational cost and can choose whether to cover the tuition cost for their students or at least reduce the tuition to a discounted rate.