This streamlined, step-by-step guide provides students and newcomers in the field of media with an overview of the complete production process, from conceiving of an idea to marketing the final product.

Readers will learn what it takes to create a concept, develop it, and then market and sell it. Chapters discuss pitching, producing, marketing visionary concepts, financing, and distributing content. Focused on traditional and non-traditional platforms including social media, websites, and online advertising, this book explores currently evolving media platforms, ideas, and practices and provides examples of how to navigate these unique creative processes. Interviews with business executives offer insider tips and tricks to creating a marketable project.

In this book, you will learn how to:

• Distinguish between a great idea and a marketable idea.
• Condense your concept into an effective elevator pitch.
• Build a basic business plan.
• Create a marketing strategy, be it traditional, digital, or both.
• Establish a personal brand and portfolio that will grab the right attention.

This book will be of great help to the student, independent filmmaker, and content creator looking to understand the process of getting their work produced, distributed, and marketed.
About the Author:

Joseph Richie is an associate professor in the Department of Communications at Tennessee State University with over 40 years of experience as an independent media producer.

Karen Russell is an assistant professor of communications at Tennessee State University with 12 years of experience in television and independent media production. She has worked in higher education for ten years and is currently completing her PhD in communications.

Airielle J. Taylor is an Emmy Award-winning news producer turned educator, with a combined ten+ years of academic and practical experience in media and marketing. She is currently an assistant professor, facilitating courses in integrated marketing communications and journalism at Tennessee State University.

Tameka Winston currently serves as both Department Chair and an award-winning associate professor of communications at Tennessee State University. She is also the creator of and executive producer for two SiriusXM radio programs. Dr. Winston has over 20 years of higher education experience and has authored several textbooks.