I Wish I Had Known About... Content Creation!

This is the eighteenth post in my series of posts where I speak with people in the creative industries and ask them questions about the things that “I Wish I Had Known” when I started out as a creative myself.

A couple of weeks ago, I sat down with the fabulous Leena Norms, online video creator, podcaster, producer and storyteller with over 4 million views on her YouTube channel, and we spoke about creating a career out of the skills that you have and her advice for those who are just starting with their own channels.

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Note: As I was editing the interview for the blog, the world was going through one of the most challenging moments of our generation: the Covid-19 outbreak. For those of you reading 100 years from now, it is the year 2020, and a pandemic is putting humankind to the test. But, even in our darkest hours, there are people like Leena who, using her platforms and her online reach, is dedicating a couple of hours every day to help people cope with this new reality. Leena, you are one of my sheroes.

Other people doing their part in keeping hopes high who are worth mentioning are Erin Bolens with her #pennedup initiative or Linda Bloomfield with her campaign to support creatives in these uncertain times. One day I wish I could be half as amazing as you guys are!

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1. To me, you are the Quintessential content creator. You have a YouTube Channel, you have a Patreon, you are working on a book, you are Social Media Producer, you work in the publishing industry, and you are a self-published poet. To the question “what are you?”, is the answer “what are you not?”

I’m not a butcher, a baker, a candlestick maker - no, seriously... there are lots of things I found early on I wasn’t great at, so I set about clearing a little space for myself where I could be useful to the world. I think by accident I’ve ended up creating a job out of the mish-mash things I am good at, all the things I at could work to be better at and things I love doing. Among those things are: overthinking, making friends, writing scripts, being gobby, persuading people to buy books, public speaking, noticing weird things, being outraged about injustices (this showcased itself early in more of a domestic, sibling-rivalry way, but I managed to redirect it to social justice), telling lies (I’ve now found out you can call these ‘stories’) and rhyming.

I am not: a driver, an athlete, a person who enjoys group work.

2. You recently celebrated 10 years on YouTube. Congratulations! And you celebrated in what I think is a very Leena way: you created a video where you shared all your learnings from those past 10 years. How has YouTube changed Leena from your first video to where you are today?

It’s made me more confident, but not in the way you might expect; I don’t think it’s people watching or others' praise... more the thousands of hours I’ve spent looking at my own face whilst editing, and all the time I’ve spent in my own thoughts writing. No one can tell me something about my face that I don’t already know, and I’m used to it now, it’s like an old friend. I also think having a long-term project that involves spending a lot of time alone making videos (for someone who has a lot of extrovert tendencies) has been really good for me; it’s helped me get to know myself independently of others and be really comfortable in my own company. I don’t think that would have happened without YouTube.

I’m also much more eloquent now than I was... my first videos were basically ten minutes of me going ‘yeah this book was good... sort of. And this book was not good. I don’t know why.’

I think that simply comes with practice.

3. How different is the medium today than when you started? Do you think it’s an oversaturated medium? Are there still opportunities for people who want to start their own channels?

Yes, definitely there’s still always room! Poetry has been going on thousands of years, and no one is turning around and saying ‘Carol Ann Duffy, we know you enjoy it, but I think we already have a lot of poets, don’t you? Have you considered TikTok?’

I’ve seen that it might take longer to grow than it might have before: but it’s also important to remember whilst there are more channels there’s also much more of an audience; millions more people are using the platform than they were ten years ago - you’ve actually probably got an even better chance of finding your tribe.

4. What is a Vlog, and how does it compare to creating content for a Blog?

A vlog is just a blog in video form; I guess for the viewer it’s easier to consume because you’re essentially being read an article aloud? But also most of the time vlogs are tougher round the edges and presented as more of a stream of consciousness than a blog? Maybe. Unless you have a lot of time and resources, it’s definitely harder to go back and edit - even if I script my videos, once it’s filmed there’s only so much you can go back and change. You can’t add more stuff in neatly really, without going back and re-filming. With a blog, the editing and how much of it was done is invisible to the reader.

© 2020 JC Candanedo

5. As if all these weren't enough, you also make podcasts!

Podcasts are my life’s joy, I listen to my favourites over and over again. They do something completely different from video, so I’ve always been interested in them. My first venture into making them was about 5 years ago with a joint project, The Banging Book Club. I then went on to launch my own one (which is coming back soon!) and currently I also produce two other podcasts for others - The Vintage Books Podcast and Mother Ship. For me, podcasts are an opportunity to go more in-depth on topics, to make more relaxed, conversational content and a great excuse to get to chat with incredible people.

6. Should content be created for monetisation, or should we be creating content for the love of content creation? When did you start monetising it?

So I started my Patreon about three years ago, but I’ve always collected the ad-revenue on the ads google runs on my videos. I think it’s possible to create content people really want and would pay for (which is what makes it monetisable) and make something that you love - sometimes I either manage that in one video, or you can manage that within a channel. So, for example, my Positive Panic series about climate change is something that I love that I wasn’t sure other people would, but made anyway. BUT I’m able to continue to make it and give it more time because it turned out that people did like it. If I hadn’t made the first one I’d never have known. I think to produce regular content you have to produce some light-hearted stuff as well

7. How different is it working with Patreon than YouTube? What is the business model?

Patreon is essentially a ‘tipping’ system with a bit more faith - I’m saying ‘I’ll give you this thing for free, if you like it, pop some money in the hat!’ and becoming a patreon is like are saying ‘I WILL tip you - and I’m SO sure I’ll like the next 3 things you make, that I’m going to pledge to tip you for those too so you can depend on me.’ That frees me up to not promise my time elsewhere, to give more time to the stuff I make and be more ambitious with the scope of my videos. And I even get to sleep a bit now too!

YouTube essentially use my videos to run ads on them - once the ad has run, they give me a small cut. There’s no dependability about how much they sell the ads for, how much of a cut I’m getting and if they will promote my video/show it to people at all.

So Patreon supporters are the ones that make the channel happen; YouTube Ad-sense make up about 5% of my total income from my channel.

8. Are you sponsored and, if you are, is there a clash between patronage and sponsorship?

The channel isn’t generally sponsored by anyone, but every now and then I’ll work with a brand to make a video, and they will sponsor that specific video. Because my patreons pay per-thing, there’s never a charge for patreons on videos that are funded a different way. In ten years I’ve done a grand total of... five sponsored videos, which means of the 585 on my channel, 580 were either sponsored by patreons or made by me without payment. I’m super fussy about sponsors - I generally only accept digital products, experiences or book promotions, and I check out how squeaky-clean a company’s ethics are before I sign anything. No one is perfect, and I will always judge it on a case-by-case basis, not worth it to me to work with an organization which totally contradicts the values of the channel and the other videos I put out.

9. On average, how many hours a week do you spend on your channels?

Between 15-20, but in the past if I’m working on a big video or I’m making multiple videos it can be much more - and obviously it’s a how-long-is-a-piece-of-string kind of situation - if I had 40 hours I’d be able to cut less corners and write more complex scripts, make more intricate stuff, etc etc - as I’m sure is the case with any project!

10. Do your channels pay for themselves?

Because I’m a one-woman-band (I research, script, shoot, edit, upload and do all the smells and bells around promoting a video), the biggest overhead historically for my channel has always been my time; for about 7 of the 10 years I’ve been working on it, I worked for free. Now I’m super honoured to have about 800 lovely patreons who ‘tip’ me per video, cheer me on from the sidelines and generally give me the resources to be able to spend more time on my videos. And of course, as the channel has grown, I’ve been able to work with a few sponsors too. That means that any equipment I’ve even bought to work on it has been covered, and now increasingly my time is being covered too, which feels like a dream and also a wonderful relief!

11. People say that one should write about the things that one wishes one could read. Do you follow this mantra when you work on your channels?

Definitely - my style has changed gradually depending on what I’m watching at the time and what gets ME engaged as a viewer. There’s so much out there, and it’s impossible to cover a completely new topic, but I try and cover it in a different tone or come at a topic from a different angle. When I’m explaining a concept in a video, it’s often drafted directly from the way I explain it to myself in my head.

12. What is the youtube channel, the podcast, or the blog that you wished existed?

This is such a good question! I would 100% watch a channel that just did film analysis exclusively of old musicals. I would devour that. There are loads of stuff about Marvel and Pixar films and new Oscar winners... where’s MusicalTube?

13. Lastly, any word of advice for people out there who are starting to think about Vlogging, Blogging or Podcasting?

Get stuck in, expect to get it wrong, enjoy the process and don’t be a slave to the algorithm! If making something is a chore, it will feel like a chore to the audience too. If you make something with love, it will show through your work, and that’s what really makes an impact.

I am so honoured, Leena, that you took a few minutes of your busy creative schedule to answer all my questions. It’s everything that I Wish I Had Known!

You can follow Leena and learn more about her impressive work on Instagram, Youtube, Patreon.

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If you haven’t read the previous posts of this series, you can check the whole series here. I hope you liked this new post and stay tuned for a different creative each month!

Photo credit: portraits of Leena © 2020 JC Candanedo. My portrait by Wayne Noir.

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I Wish I Had Known... About Contemporary Poetry!

This is the sixteenth post in my series of monthly posts where I speak with people in the creative industries and ask them questions about the things that "I Wish I Had Known" when I started out as a creative myself.

Being a big fan of Erin Bolens, you can imagine what an honour it was for me when she agreed to have a chat with me about what it is like being a contemporary poet, about her inspirations and about where in the UK can poetry enthusiasts and fans go to enjoy good poetry:

1. We met in 2017 during your beautiful performance at the Thames Festival's Boat Poets session at the The National Poetry Library and since then you can consider me a huge fan! Why do you think we need poetry?

That's so kind. I think my favourite part of doing this is meeting people along the way, so it's always great to come across those who are curious about poetry.

For me poetry is like a kaleidoscope - it's a small space with such a lot of detail in. Each read of a poem is a bit like shaking the kaleidoscope - you see a different pattern, a different colour and I love that. Poetry is a great shapeshifter and rises to lots of challenges so well. We turn to it both in times of sadness and celebration and I don't think that's ever going to change but I also love it when someone discovers poems that speak to their everyday life.

If it's something you relate to then it's a mirror that makes your perspective feel seen and if it's something you have never thought of then it's like seeing a new view or a door opening on a sight you weren't expecting. I love both.

2. How does one become a poet? Is it something that you study for or is it a talent that you are born with?

I think the habit and love of writing regularly is something some people develop very early on of their own accord and you can definitely create some brilliant poetry that way. You certainly don't have to study poetry in the formal sense to be a poet but listening to and reading a broad range of writing will definitely help to keep you experimenting and will fuel a useful curiosity about how words can be used.

3. What are the career opportunities for poets today?

I think this is a really exciting time for poetry. Perhaps it always feels like that when you are immersed in a particular world, but I do think there is an increasing number of spaces and platforms for readers and writers of poetry which is very exciting.

There isn't one thing that makes it possible for writing to be my job. I have worked with children since I was a teenager so doing that through poetry was a natural step for me and I really love it but it isn't for everyone. I do a mix of teaching, performing and writing commissions both for individuals, events or companies and organisations.

4. Do you remember a time before writing poetry?

Um not really. However, I don't think I would ever have called it poetry until much later on because for a long time I saw poetry as a very structured, quite old fashioned thing. For me, it was dictated by rules and it took a long time for me to discover how fluid and varied and expansive that label can be. That's not to say those structures can't be exciting but they're definitely not the only definition of poetry.

5. How has poetry changed your life?

Oh massively. It's always sort of been there because I've written for ages but I think discovering the world of performed poetry was pretty life-changing for me. I've always enjoyed stories and talking with other people and this combined the two for me.

I have a background in acting and at that time I found the autonomy of being able to write something true and perform it yourself really liberating. It became my favourite thing to do very quickly.

Aside from it being my work, just writing for myself is something that I get a lot of benefits from. It helps me to clarify my thoughts and feelings and is just a big source of calm and joy for me. Also frustration of course, but it's the positives that are always heavier.

6. Who inspires you?

This is a really tricky one and something I'm always adding to. For me, it's a big old melting pot that includes brilliant people from history to people I've met once at a bus stop who tell me something which changes my way of thinking or encourages me to do something.

I regularly work with The Poetry Takeaway which is a mobile space where Poets chat to people and turn those conversations into poems which are taken away and often treasured for a long time. It's a really beautiful thing and last year I wrote for a brilliant woman called Enid. She is one of the biggest poetry fans I have ever met and since then we have become friends. She has given me such incredibly kind and well thought out encouragement and advice. Recently, she told me not to deny myself any pleasure and not to over analyse poems.

For that and many other reasons, I would say she definitely inspires me.

7. When most people think about poetry, they think of the classics. But, like you, there are many contemporary poets out there that are equally as good as the classics, if not better. Do you have any contemporary poetry heroes or sheroes?

Yeah definitely. So many poets I admire and know are constantly reshaping my understanding of poetry and how it can be used.

• Hollie McNish is a modern poetry Goddess and played a big part in me not feeling embarrassed to use rhyme if I wanted to.

• Caleb Femi was the first Young People's Laureate for London and does incredible work with poetry in film.

• Vanessa Kissule is doing brilliant things as the first City Poet for Bristol.

• Toby Campion is one of my absolute favourite writers, performers and people and keeps everyone on their toes with how brilliant each new piece of work is.

• Harry Baker is one of the most joyous poets and people ever. His love of playing around with words is so infectious and is always my go-to cynicism antidote.

8. Prose or verse? Or both?

Oh, both. Everything, all of it. Like with music, I think there are space and time for all ways of making and presenting any form or style of writing. I don't think it is possible for the existence of one to dilute another. You can have favourites of course, and for me, they change all the time, but I don't think anything is ever unworthy just because it doesn't speak to me today.

9. You contribute to shaping the young generation of poets through your workshops and your involvement in programmes like the Boat Poets residency. How can aspiring poets take part in these activities?

Projects like Boat Poets have been such a big part of my writing and life. They provide time, support and connections which expand your opportunities, help your confidence to grow and your work to develop and to be influenced by things other than your immediate thoughts and surroundings.

There are absolutely loads and I'll probably remember the best tomorrow but here are a few that I have taken part in or that I know have been a big part of the journeys of writers I know.

• The Roundhouse in London. If you are under 26 you can enter their slam (usually takes place in early summer each year), apply for their poetry collective or to be a resident artist.

• Apples and Snakes - they regularly put on brilliant workshops across and master classes for all ages and levels of experience across the UK. Their project 'The Writing Room' is another excellent collective based writing course.

• SLAMbassadors - The Poetry Society's national youth poetry slam championships for 13-18-year-olds.

• UNIslam - annual poetry slam bringing together teams from universities across the UK for a mixture of workshops and performances.

• Barbican Young Poets - annual poetry course for young writers at the Barbican Centre in London.

10. Where can people find out about your schedule and performances?

I keep up most things on erinbolens.com

Thank you so much, Erin, it’s been a pleasure speaking with you and learning about what being a poet is all about. It is everything that I Wish I Had Known!

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If you haven't read the previous posts of this series, you can check the whole series here. I hope you liked this new post and stay tuned for a different creative each month!

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