An interview with a Toronto creative on the effects of oversaturation and how this is redefining career success in creative industries
Within the past couple of decades, streaming platforms and social media have made gaining access and exposure to creative careers more feasible for people of diverse socioeconomic classes and for all types of eclectic creative visionaries. However, while the amount of streaming and social platforms continue to grow and the drive for self-employment or employment in creative industries increases, a question arises as to whether or not the creative industries have become oversaturated. The meaning of success has changed, as a million views or listens no longer has the same impact as it once did before.
With millions of people making music and films of their own and millions of influencers propagating endless amounts of content online, have the creative industries become oversaturated by creators? Or are there just enough jobs for it to work?
I asked Mat Renault, a freelance assistant camera and creative director, what they think of this topic as a creative themself.
Dana: What’s your name? Age? Pronouns? And where are you from? If you have one, what is your associated company?
Mat: My name is Mat Renault. My pronouns are she/they, and I’m 23. I’m a freelance assistant camera and creative director.
Tell me a bit about your art: your creative processes, your greatest inspirations, and your greatest aspirations as a creative.
I work in the film and music industry, which means I work for music videos, concerts, films (shorts and features) and commercials. As an assistant camera, I don’t really get to give any input on the creative side of what I’m working on, it’s the Director of Photography’s job. As a creative director, I have many sources of inspiration. What surrounds me, like people, nature, is a big part of it. Music takes up a huge space in my life too, so anything I’m listening to at the moment can influence my art a lot. Some creators, like Deon Hinton and Elliott Muscat, are people I definitely look up to.
My aspirations fluctuate a lot depending on my mood. And funny enough, it’s not something I usually enjoy sharing. I feel like this is a very intimate and vulnerable part of me; I don’t like to put it on display. Describing what’s going on in my brain can be pretty daunting. I would say I want to make people feel seen. I want to give them a safe space. I want to make them feel emotions they can’t describe. All of this, through my art.
How do you define success? Has this changed since you started working in your field?
I’m not gonna lie to you, the first thing that comes to mind is money. I’m not saying to be rich but to live comfortably. Being able to pay rent, bills and groceries, while having enough money left to go on holidays, get more tattoos, afford a second cat and offer myself a little treat regularly. Working as a freelance artist can be pretty inconsistent, so reaching this is definitely my version of success. On the creative side, it’s being known enough to reach as many people as possible, to touch a bigger audience. Having my work recognised and appreciated. And no, it hasn’t really changed since I started working in my field.
What has been your greatest struggle in maintaining inspiration and creative fluency?
As I mentioned, consistency in the finance department can be pretty unpredictable as a freelance artist. When times are difficult, anxiety tends to take all the space, leaving none for creativity. I found myself scared to lose my creativity for good when I was struggling to pay rent. It’s really hard to sit, relax and come up with cool ideas when all you can think about is if you have enough money to pay for your next meal.
Do you believe that your industry has become oversaturated? Why or why not?
I would like to say yes, but I think my answer is heavily affected by the strike at the moment. So many assistant cameras and so little sets. On the other hand, it’s a difficult industry, so I think it’s not gonna stay that way. Many people dream of working in the film industry, but after their first year realise how much it takes to be successful and change [their] career path. I’m not too worried.
How has the issue of oversaturation affected you at any point in your career?
It’s hard to find a job when so many other people are doing the same thing, but once again it’s mostly because of the strike. Once this situation is resolved, things will become easier. People are shooting movies all the time, and there is always someone in need of a camera person for lots of occasions. On the other hand, being a new creative director can be scary. Social media is full of crazy talented people, and the imposter syndrome hits at the worst moments. I think it’s a question of perspective, and there are clients and work for everyone, if you put yourself to it.
How do you see your industry evolving within the next ten years?
Oof tough question. I see it expanding, but also I see it getting more diverse. I hear about new professions all the time, so I think new jobs will keep being created. I just hope people will take it. I’m afraid big production companies and streaming services will find ways to make more money while paying crew and cast less, but only time will tell. Let’s keep our fingers crossed.
This interview has been edited and condensed for clarity.
