How to Start an Animation Company Without Being an Animator

Starting an animation company is an exciting endeavor, but it doesn't necessarily require that you are an animator by trade. If you have a passion for storytelling, a knack for business, and a solid grasp of marketing and sales, you can build a successful animation studio from the ground up.

The Skills You Need

While technical skills in animation are important, there are several other crucial skills you can bring to the table:

Sales and Marketing: The ability to sell your studio’s work to potential clients is paramount. Understanding the latest marketing trends and techniques can help you reach a broader audience and secure contracts. Telling a Good Story: Animation is about more than just moving pixels. A compelling narrative can capture the hearts of viewers and make your animation stand out. Developing this skill can set you apart from the competition. Recognizing Talent: Hiring the right team is essential to the success of your studio. Being able to spot potential and recognize talent can lead to the creation of excellent work and a productive work environment. Management and Leadership: Managing a team of artists, writers, and designers requires strong leadership skills. Delegating tasks and ensuring that everyone is working towards the same goals is crucial.

Essential Resources and Initial Steps

To kickstart your animation company, you will need to secure some essential resources:

Money to Rent a Space: Finding a studio space is crucial for housing your team and equipment. Ensure that the space is professional and conducive to creativity. Hire a Crew: Depending on your budget and the scope of your projects, you will need to hire animators, writers, and other creative professionals. Recruit Sales People: You need salespeople to pitch your animation services to potential clients. They can help secure contracts and generate revenue. Start Selling: Utilize traditional methods such as hitting the pavement and cold calling, as well as digital marketing strategies to promote your studio. Engage in Advertising: Invest in advertising that targets agencies and businesses looking for animation services. This can include both online and offline advertising. Focus on Commercial and Web Content: Produce animations for commercials, web content, and even music videos to start generating an income.

Building a Sustainable Business Model

Once you have a basic studio set up, it's important to develop a sustainable business model:

Produce Shorts for Festivals: Shorts are a great way to build a portfolio and gain exposure. Participating in film festivals can increase your studio’s visibility and win you awards. Win Prizes and Secure Investments: Winning prizes in festivals can open doors for additional funding. Investors may be more willing to invest in feature-length movies once they see your studio's success in smaller formats. Consider Educational Animation: Another potential revenue stream is producing educational animations for schools and distributors. This can be a stable and consistent source of income.

Lessons from History

There are notable examples of successful animation entrepreneurs who didn't have a background as animators:

Walt Disney: While Walt Disney was a decent animator, he was a master storyteller. His ability to recognize and nurture talent, particularly his brother Roy who handled the business aspect, was key to his success. John Lasseter: Another example is John Lasseter, who co-founded Pixar and has made significant contributions to the animation industry. Lasseter’s background in creative roles, coupled with strong leadership and business acumen, has been crucial to Pixar’s success.

From these examples, it's clear that a combination of creative storytelling, business acumen, and the ability to recognize and nurture talent can lead to success in the animation industry.