We caught up with the brilliant and insightful Josh “OPTX” Levine a few weeks ago and have shared our conversation below.
Josh “OPTX”, looking forward to hearing all of your stories today. We’d love to hear how you think where to draw the line in terms of asking friends and family to support your business – what’s okay and what’s over the line?
Asking friends and family to support your business is something I’ve found to be fundamentally beneficial, but it requires careful navigation to maintain those crucial relationships. The key, in my experience, lies in transparency, genuine need, and mutual respect. It’s about knowing when and how to ask, and ensuring that their involvement is beneficial for both parties, not just a one-sided favor.
For instance, my Uncle Dan gave me my first job and taught me about filming. I had to muster the courage to ask him for that opportunity, showing initiative and readiness to learn, which turned into a foundational experience for my career. Similarly, when I needed to fund my first short film, I didn’t just expect financial support from Aunt Chris and Uncle Robert; I approached them with a detailed plan and a binder full of information to show my commitment and professionalism. This not only secured their investment but also their trust and respect.
The most significant ask was perhaps when I approached my dad to take out some of his retirement savings early to buy my first camera. This was after I had secured a job to ensure I could pay him back. This wasn’t just financial support—it was a profound gesture of belief in my career, and I took that responsibility seriously.
Living in a laundry room in LA with my best friends to kickstart my career in video production led me eventually to opportunities like working at Time Warner. This shared struggle and hustle not only solidified my friendships but also taught me the value of collective ambition.
These experiences have shaped my view on involving friends and family in business. It’s about mutual benefit and professional growth, not merely personal gain or convenience. The line is drawn where dependency becomes expectation without effort or repayment. Throughout all this, I have always had the support of my wife, but I’ve learned there is a right time and place for discussing business with her, ensuring we maintain a healthy balance in our relationship. True support from loved ones has enabled me to grow my business, and I believe in reciprocating that support through professionalism and opportunities.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’m Josh “Optx” Levine, and I’ve been navigating the world of music, film, and media production for over two decades. My journey began in Central California, where I initially found my calling in commercial production and hosted a local children’s television program. This early exposure into media sparked a passion that propelled me to Los Angeles, where I fully immersed myself in the opportunities available in the city.
In LA, I worked at Time Warner and quickly made my mark as Creative Director, directing over 400 commercials. At Jay Matthews and Co., where I serve as CEO, we specialize in directing, producing, editing, and music production. We create content across a broad spectrum, including music videos, documentaries, films, TV shows, and both commercial and social media content.
One of the key challenges I address for clients is bridging the gap between creative vision and market appeal. By understanding both the artistic elements of media production and the strategic needs of the market, I help clients deliver messages that resonate with their audiences while staying true to their creative intent.
What sets me apart is my deep commitment to authenticity and quality. I believe in creating works that not only meet client expectations but also push the boundaries of conventional media to engage and inspire audiences in new ways.
For potential clients, collaborators and colleagues, I want you to know that working with me and my team means engaging in a partnership dedicated to crafting exceptional, impactful media. Whether it’s a commercial, a music video, a TV show, or a social media campaign, we’re about creating content that leaves a lasting impression and elevates your brand or message to new heights. The next few years are positioned to be the biggest yet, and I am thrilled at the opportunity to bring more groundbreaking projects to life.
What do you think helped you build your reputation within your market?
Consistent Quality and Innovation: Throughout my career, I have prioritized maintaining a high standard of quality in every project I undertake. Whether directing commercials, crafting music videos, or producing television content, I ensure that each piece not only meets but often exceeds industry standards. This commitment to excellence has been fundamental in establishing my credibility.
Adaptability: The media landscape is continually evolving, with new technologies and trends emerging regularly. My ability to adapt and integrate these changes into my work has kept my output relevant and innovative, attracting both new clients and retaining long standing ones.
Professional Integrity: I believe in honesty and transparency in all business dealings, which has helped me build lasting relationships with clients and collaborators. This trust has fostered a network of referrals and repeat clients who know they can rely on me not just for creative solutions but for fair and ethical business practices.
Collaboration and Networking: The relationships I’ve nurtured over the years with other creatives and professionals in the industry have been vital. By collaborating with a diverse array of talented individuals, I’ve been able to bring unique perspectives and ideas to my projects, enhancing their appeal and broadening my creative horizons.
Recognized Success: I am grateful that my efforts and achievements have been recognized by being a 14-time Telly Award winner for commercial and video content, a three-time Davey Award winner, and a winner of the CAB Creative Showcase. Additionally, my most recent achievement for the comedy pilot “A Guy’s Guy”, won Best Comedy at the 2023 LA Film Awards.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
One of my most memorable marketing experiences came when I had the opportunity to pitch to Gene Simmons and Paul Stanley from KISS for the launch of their LA football team. It was an opportunity that came out of nowhere—one late night, I got a call asking if I could present a creative campaign idea to these rock legends. Despite the nerves, there was also a surge of adrenaline and readiness to seize the moment.
I decided to go all in. I spent that night sketching out storyboards and rehearsing a creative skit to pitch my idea. The concept was audacious: Gene and Paul depicted as doctors delivering a football from a cheerleader—symbolizing the birth of their new team. Yes, it was out there, but it felt perfectly in tune with the flamboyant and theatrical style of KISS.
I acted out the bits with as much enthusiasm and detail as possible, embodying the characters and bringing the storyboard to life. When I finished, the room was silent for a brief moment—a moment that felt like an eternity. Then, to my relief, Gene and Paul burst into laughter and applause. They loved the creativity and the boldness of the concept; it resonated with their own daring nature to push the envelope.
That night, not only did I secure the deal to launch their football team’s marketing campaign, but I also learned a valuable lesson about the importance of aligning a marketing pitch with the client’s identity. The risk I took by presenting such a bold, unconventional idea paid off because it was true to the clients’ brand and memorable enough to set the campaign apart from anything conventional. The thrill of that successful pitch and the validation from two of rock’s biggest icons was exhilarating—it was a defining moment in my career that underscored the power of creative risk-taking in marketing.
Contact Info:
- Website: www.jmatthewscreative.com
- Instagram: @optx & @jmatthewscreative
- Linkedin: https://www.linkedin.com/in/josh-levine-42103572/
- Twitter: iamoptx