Creating on a lean budget

Hi, folks. Welcome to the show, my name is Toba.

Today on Artwork, we’re going to be chatting about how to create quality content without breaking the bank, and how creatives can balance a 9 to 5 while pursuing their creative endeavors.

Helping us with that today is Joseph Nti, the creator and producer of Off The Top Ghana, an online trivia show with an ensemble cast hosted on YouTube, and the Sincerely Accra podcast, a vox-pop-driven show set in Accra.

In this episode, you’ll learn how collaboration can save you a ton of money when producing content, and practical steps to stay balanced as you manage formal employment alongside a creative practice.

Ladies and gentlemen, it is my pleasure to welcome Joseph!

The earliest shows that you did, Off The Top and Sincerely Accra, I mean, you were a new creator, you didn’t have any money. How did you produce the shows?

One thing is using the people around you and the people that you know. You don’t always have to pay for services right off the bat.

So I think I went on Google and said, “Okay, I’m doing a YouTube show, what do I need?” And I made a list for myself. Then I spoke to the camera guy and said, “This is what I want to do, this is what I want it to look like. Are you interested?” And he said yes, he was.

So I said, “Okay, what equipment do we need to make it happen?” He made the list. I asked, “What do you have?” He said, “Oh, I have a camera.” Then I asked, “Where can you get the rest?” He said, “You know what, I’ll have to ask people.”

I needed a venue. I had a friend I had been speaking with, we had recorded an episode for a YouTube show that didn’t work out, so we didn’t continue. But I said, “You know what? Your house is really nice, you have a lot of living space, and your people are never home.” And he said, “Yeah, you can film here.” So that became my location, I didn’t have to pay for one.

The next thing was casting. I spoke to three of my friends, and everyone else was someone I didn’t know personally. They were people I had met once or seen online and found interesting. I messaged them, and they were interested. I made it clear that it wasn’t a paid gig.

What I did was provide breakfast, lunch, and a lot of drinks, so they wouldn’t get hungry or need anything. They were well-fed, and the ambiance on set was great.

The next thing I needed was an editor, because I didn’t know how to edit. The camera guy I was working with was also an editor, so I asked, “Can you edit for me?” He said, “Oh yeah sure, I really like the show, I’ll edit.” He said he wouldn’t charge, but the problem was he wasn’t meeting deadlines, and that happened too often.

One time, I visited him while he was editing. He told me he’d be done, but he wasn’t. While he stepped away to take a call, I just started mimicking him, doing what I saw him do on screen.

He came back and said, “What are you doing?” I said, “I’m editing.” So he started showing me, and that’s how I learned to edit.

While season one was airing, I was learning how to edit. By season two, I was editing the videos myself.

With Sincerely Accra, yeah, there’s not much money involved. When I started, I had to do vox pops that meant going out into town. I only had to think about money for transport, and maybe buying a drink or two when I got there.

I remember someone once DMed me and said, “Oh, I’m starting a podcast. What equipment should I get?” I said, “Oh-oh, I don’t know what to tell you,” because I don’t use any. They asked, “What software?” I said, “I use my phone. I sit in my wardrobe, record into my phone, and send the audio to my producer.”

How do you manage to split your time between your 9 to 5 and your creative work?

I know from Monday to Friday, between 8 a.m. and 5 p.m., I’m going to be in the office, and I don’t mix things. I don’t sit at work editing Off The Top or working on the podcast. Likewise, I don’t bring office work home. Once I leave the office, that’s it.

A lot of people ask, “Don’t you get tired? Don’t you miss something?” Because I’m doing YouTube, the podcast, and I’m also the one posting on social media. “What if you mix up the accounts?”

But if you plan well, you’re good. With YouTube, for example, I post about eight episodes and schedule them, I’m not behind a computer every week hitting go live. It’s all already scheduled.

I’m very strategic when I create shows, I think about how and when I’ll release them, and how often. You need to dictate to your audience what they can expect. It could be once a week at 8 p.m., or every two weeks. With the podcast, people know when to expect it, and that takes pressure off you, because you’ve set the terms.

So imagine someone is trying to decide between balancing a 9 to 5 with creative work or going all in on their passion from the start. How would you advise them to think about it?

I think anything is possible once you set your mind to it. I started by working a 9 to 5 and doing my creative work on the side. At one point, I quit my job and said, “Let me focus on what I love for a year and see how it goes.”

But there were challenges, like getting people to pay you what you’re worth or pay you at all. I looked at everything and admitted to myself, “I don’t have the patience for this life, always chasing money, always arguing.” I don’t want that. I just want the easy life now. So I went back and got a job, that’s why I’m doing it this way.

That said, I know people who stuck with the freelance life. They have no other income source, and they’re doing well. It’s really about what works for you.

There will be times when you pitch and pitch and nobody’s interested. What’s your next step? How are you going to adjust to make sure you still have something coming in? That’s what you need to think about.

Imagine a creator just starting out is sitting in front of you right now. What’s the one piece of advice you want them to leave with?

Planning is everything. You can’t play things by ear. You can’t be arbitrary with it. You need a plan.

If you’re doing creative work on a budget and also balancing a 9 to 5, you must plan. You don’t want to fail at both. You don’t want to show up at work too tired to commit — your boss notices, and you miss out on a promotion or worse, you get fired. You don’t want that.

At the same time, you don’t want to give only half your energy to your creative practice, because when the content drops, people can tell it’s not your best. So ask yourself, “What do I need to produce my content at a high level?”

Some people put out content once a month, and that’s fine. If that works for you, do that.

If you post an episode monthly, break it into snippets and post throughout the month. That keeps people engaged, starts new conversations, and helps grow your audience. Know what works for you and plan around that.

For me, I was juggling Off The Top and Sincerely Accra, so when we discussed how often to release the podcast, we agreed on every two weeks. My co-producer has a 9 to 5 and produces for another podcast. I also do Off The Top. So we said, let’s do it every two weeks, that gives us a week to rest. Know what works for you and plan accordingly.

All right. So where can people find you if they want to reach out to you?

Personally, you can find me on Instagram @jumanjoe. On Twitter, you can find me @Joseph_nti.

The podcast is Sincerely Accra, on Spotify, Apple Podcasts, and Stitcher. For Off The Top, search Joseph Nti or Off The Top GH on YouTube and the episodes will come up.

Well, thank you very much, Joseph. That was a lot of fun. I’ve learned so much about running a creative business on a budget while also balancing a 9 to 5. Thank you for your time.

It was absolutely lovely too.

That’s all we have for you today. Until I come your way next time, take care, and bye-bye.