In an industry where there’s big players, it's easy to feel overshadowed as a small-scale music or post-production business, often a freelancer working from home. However, this perception overlooks the significant advantages of being small. This article aims to shine a light on these strengths, illustrating why small scale can be an asset in our industry.

How The Article Came To Be

Some readers of this blog will be aware that I give advice to small business owners, many of them single person operations. During a recent conversation one of them asked me a question that I hear frequently; “Should I tell people I have a small business, that it’s just me, surely they won’t take me seriously?”

That’s a reasonable question. We live in a world of mega-corps, like Apple, Tesla, or in our world Abbey Road, Pinewood or Warner Bros. These operations dwarf our one room set-up, both in terms of physical and financial scale. It can be easy to think this means that we should pretend to be bigger than we are.

I’m alway slightly amused when people tell me they are CEO of a one-person operation. It’s factually sometimes true, but so is the fact they are also the cleaner too. Rather than pretend to be some mega-corp, here’s some reasons to embrace your size.

One thing I want to make clear from the outset is this isn’t a small is better article, it’s small is different. For some, small is what they can afford, prefer, and/or need.

Personal Touch in an Impersonal World

In an era where automation and mass production are the norms, small businesses in our field offer something invaluable: a personal touch. It’s early days but as AI and other automations continue to industrialise the creative process, artisans need to be loud and proud.

This isn't just about being friendly; it's about offering tailor-made solutions and understanding the unique needs of each client. From bespoke compositions to intricately edited video pieces, the ability to provide personalised service sets smaller studios apart.

Agility and Adaptability

Small businesses can swiftly respond to industry shifts and client needs, a form of agility that larger entities can't always match. This nimbleness allows for creative and strategic innovations. For instance, when a new audio technology emerges or a client requests a quick turnaround, small studios can pivot without the encumbrance of bureaucratic processes, or in same cases, that the bigger facilities are booked up for months. I was recently in a negotiation with a large facility, it took months and for everyone involved it was like pulling teeth. If it’s just you then decisions can be made on the spot, there’s not layers of management to slow things down.

Building Strong Relationships

The scale of small businesses often fosters stronger, more intimate relationships with clients and collaborators. These relationships often translate into client loyalty, repeat business, and word-of-mouth referrals. Many clients prefer the sense of partnership and collaboration they experience with smaller studios, leading to more meaningful and successful projects.

Niche Expertise

Many small studios specialise in specific areas, offering expertise that larger companies may not. Whether it's a particular genre of music or a unique post-production technique, this niche expertise can attract clients seeking specialised skills and knowledge.

Having a service that has a laser sharp focus is sometimes a huge selling point. I’ll repeat what I’ve said in previous articles, if you need an important job doing, do you choose an expert or a generalist?

Marketing Advantages

The narrative of 'small but mighty' can be a powerful tool in marketing, for some looking for a creative, small is incredibly attractive. Authentic stories about your studio’s personal touch, specialised skills, and high-quality output resonate with potential clients. This is one area where I’m asked about the effect of looking ‘too small.’ Use client testimonials to show what great work you do and how there are fewer downsides to working with a smaller studio than one might expect.

Financial and Operational Efficiency

Operating on a smaller scale can lead to lower overheads and a more sustainable business model. One word of advice, don’t let your lack of overheads be an excuse for undercutting them and reducing margins, that just ruins the business for everyone involved. Instead charge a fair price for your services and put the profits away for a rainy day. Additionally, small teams benefit from streamlined communication and quicker decision-making processes, enhancing efficiency and productivity.

Embracing the Small Scale

It’s time to embrace and leverage your small scale. Communicate your unique advantages to your clients, highlighting your personalised service, agility, and specialist skills. Show them that choosing a small studio doesn’t mean compromising on quality or expertise; it means gaining a dedicated, nimble, and expert partner.

As I said at the outset, this isn’t big=bad, small=good piece. I’ve been in many of the top studios mentioned in this article; the skill, experience, and dedication is second to none. I’ve friends working in these organisations, I know how good they are and how much they care.

However, many people looking for creative services can only dream of working in world class facility, here’s where your message matters; by choosing small a client isn’t choosing second best.

Being small in the music and post-production industry is not a disadvantage; it's a distinctive strength. It's about offering something different – personalisation, agility, quality, and specialisation. For those who work in smaller studios, remember: your size is not a limitation; it's your superpower.