Producing Tomorrow's Producers: Kindness Goes a Long Way with Shelby Manton
Co-founder of Boldly, Shelby Manton is an EP & producer who assembles passionate creative teams to make recognisable and thought-provoking commercials, branded content, music videos, and narrative originals. She is a champion of independent cinema; empowering filmmakers through Boldly's values-based producing model built around a culture of care, community, and vision. The result is work that makes impact.
With a desire to change the way content is made for the better, Shelby has a love for creating exceptional production experiences while bringing to life relatable, character-driven stories that leave audiences with something to ponder. Her commercial work has won at the Clio Awards, YDAs, Shiny Awards, Kinsale Shark Awards, Young Guns, and 1.4 Awards. Her narrative work has screened at TIFF, SXSW, Slamdance, VIFF, Cannes Frontières and more, in addition to receiving numerous Vimeo Staff Picks.
LBB> What advice would you give to any aspiring producers or content creators hoping to make the jump into production?
Shelby> Depending on what part of the industry you want to work in, there are many different paths towards becoming a producer. If your focus is on commercials, I’d recommend first getting experience as an office PA and working your way up to coordinator, production manager, and finally line producer. This will give you an incredible crash course on the ins and outs of commercial production and ensure you have a solid foundation of knowledge needed to run jobs at a high level.
If your goal is to become an independent producer in the narrative space, I always recommend starting with short films and music videos. Budgets are smaller, so you quickly learn how to problem solve and think on your feet. Due to the nature of those productions, you will also very likely meet lifelong friends and collaborators here. Nurture those relationships because those are the people with whom you will grow your career.
LBB> What skills or emerging areas would you advise aspiring producers to learn about and educate themselves about?
Shelby> My biggest advice is to find a mentor who can help guide you through your producing journey. Being a producer comes with great responsibility when it comes to safety and vibes on set. Do not take this responsibility lightly. Make sure you do things the right way, treat people with respect, and always create a positive working environment for your cast and crew. Kindness goes a long way.
This industry has not always had the greatest track record and producers have not always had a great reputation. When you’re first starting out, get curious about what makes a good producer in this modern age. Do thorough research, talk to crew and talent of all backgrounds, learn from other producers you respect. Creative excellence is a baseline, not a finish line. It's up to producers to help change the way content is made for the better.
Hopefully you can be part of the change so that sets can one day become a safe and positive space for all. At Boldly, we created our own Values-Based Producing model - this approach is not ground-breaking or some big secret. It’s just common sense; it’s just being good humans.
LBB> What was the biggest lesson you learned when you were starting out in production - and why has that stayed with you?
Shelby> In our early days of Boldly, we learned very quickly that film is a “people industry” first and foremost. If you take care of your people, they will take care of you. This is going to be a common theme in my responses here because I feel it is the most important element of being a good producer. Respect, safety on set, and empathy matters more than anything else. The cumulative effect is tangible: the best production environment attracts the best talent who care deeply about creating powerful work. Plus, everyone gets to feel good while doing it.
LBB> When it comes to broadening access to production and improving diversity and inclusion what are your team doing to address this?
Shelby> We have always done our best to create inclusive and welcoming environments on set, as well as provide opportunities to those that need hands-on experience. We still have so much work to do in order to ensure we provide enough space for representation and storytelling told through the power of diverse voices. That being said, the steps we have taken and continue to take are as follows:
When we crew up for a Boldly production, we work hard to create safe environments for our crew and collaborators. This comes into play when it comes to who we hire, how we hire them, how they are treated on set, and how we expect them to treat others on set. If someone isn’t pleasant or collaborative with others on our set, we likely won’t have them back. Part of creating this safe environment also involves ensuring that we have a diverse crew where everyone feels respected and comfortable.
We make a point to give opportunities to people who haven’t yet had the chance to get tangible experience on set. We’ve had many crew who started with us years ago as a PA and have slowly worked their way up to become a production designer, or a gaffer, or a cinematographer - whatever they ended up being the most passionate about. Moving forward, we plan to continue to provide paid mentorship opportunities on our productions, specifically for underrepresented crew. This allows people to learn the technical skills required to grow in this industry, while also being able to afford the cost of living.
Additionally, we invest time, resources, and money into emerging directors that need a portfolio in order to advance in their careers. Without this direct support, it is challenging for a new director to build a portfolio of work that compares to their more privileged colleagues. As we all know, making a film requires money, and where else is that money going to come from when you’re early-on in your career? Some of the top commercial directors in the industry right now got their start through building a portfolio of curated work that they self-funded themselves. It takes privilege to be able to self-fund a film project when there are bills to pay. Today’s economic situation certainly hasn’t made that reality easier. As executives in a position of power, it is our responsibility to ensure that underrepresented filmmakers and crew have a fighting chance when it comes to portfolio building.
LBB> And why is it an important issue for the production community to address?
Shelby> It’s an important issue because it is still an issue. And it really shouldn’t be.
LBB> There are young people getting into production who maybe don’t see the line between professional production and the creator economy, and that may well also be the shape of things to come. What are your thoughts about that? Is there a tension between more formalised production and the ‘creator economy’ or do the two feed into each other?
Shelby> I think there is space in this industry for all levels of creators and their creations. One approach is not necessarily better than the other. This world has enough challenges without us manufacturing additional tension in the creative industry. Let’s lift each other up and continue making content that matters.
LBB> When it comes to educating producers how does your agency like to approach this? (I know we’re always hearing about how much easier it is to educate or train oneself on tech etc, but what areas do you think producers can benefit from more directed or structured training?)
Shelby> I didn’t come up the traditional ranks as a film producer. Instead, I came into it with an open mind, ready to learn, adapt, and grow alongside our crew and collaborators. I’ve never been afraid of feedback about my producing style from people I work with. In the early days, I made mistakes - all of which I have learned from and have become a stronger and more resilient producer as a result. Looking back, I wouldn’t change a thing about how I got into the industry and where I am today. Now I just need to make sure the door is wide open behind me for anyone who wants to make filmmaking their career.
When we’re looking to develop an emerging producer at Boldly, we hire with personality in mind. Are they able to listen wholeheartedly and inspire empathy? Are they good collaborators? Are they open to feedback? Can they think on their feet? Do they naturally lead with a culture of care? Anyone can be taught to build budgets or schedules, but not everyone is blessed with good communication skills.
LBB> It seems that there’s an emphasis on speed and volume when it comes to content - but to where is the space for up and coming producers to learn about (and learn to appreciate) craft?
Shelby> I think this is where short films and music videos come in. In these formats, there is plenty of room to experiment, explore storytelling techniques, and push boundaries visually. The projects we’re most known for at Boldly and that have won the most awards are almost always music videos. Budgets can be hard, but it’s worth it for the chance to learn new things, set new trends, and appreciate craft.
LBB> On the other side of the equation, what’s the key to retaining expertise and helping people who have been working in production for decades to develop new skills?
Shelby> This is another point towards hiring crew from different backgrounds on your productions. I think creating space for industry veterans and emerging crew to work together can lead to professional growth for all. We also believe in the mantra of “the rising tide raises all ships.” If we can work together as an industry to create more opportunities for growth, we can ensure that all talent within the industry can thrive.
LBB> Clearly there is so much change, but what are the personality traits and skills that will always be in demand from producers?
Shelby> The three natural traits and skills that I like to see in upcoming producers are:
The ability to problem solve and think on your feet.
The capacity to listen wholeheartedly and communicate effectively.
The potential to lead with a culture of care.
