Alright – so today we’ve got the honor of introducing you to Jonathan Specktor. We think you’ll enjoy our conversation, we’ve shared it below.

Jonathan, thanks for joining us, excited to have you contributing your stories and insights. Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?

Yes, I’ve been fortunate to earn a full-time living from my creative work, but it wasn’t like that from the start. My journey has been shaped by experimentation, passion, and a deep connection to music. In fact, it all began with music videos—specifically, creating videos for my own band. As a drummer, I’ve always had a unique approach to storytelling and editing, driven by rhythm and musicality. Those early projects gained exposure and even hit number one on MTV back when MTV was a cultural force. This visibility opened doors for us to further explore the world of music videos.

With limited resources, we took creative risks, experimenting with styles and techniques that later caught the attention of the advertising industry. Back in the day, we always tried to push boundaries in music videos, which eventually translated into opportunities to collaborate with brands. This transition wasn’t immediate, but it was pivotal—our distinctive style and ability to connect visuals with sound became our signature.

A major milestone was founding **Plan9media**, my production company. What started as a small venture has grown into a creative powerhouse where we do much more than produce and post-produce content. Our real value lies in building trust with our clients and creating work that excites audiences. Today, we’re a creative production company that thrives on crafting stories that resonate, whether it’s connecting brands with artists or creating advertising pieces with musical narratives that help brands reach their specific audiences in meaningful ways.

Looking back, the journey wasn’t linear, but every step—from creating my band’s first videos to developing ad campaigns—helped us carve out a niche in the industry. And while I believe there are ways I could have accelerated the process with what I know now, I also think those early challenges were essential in shaping my perspective and allowing me to grow both creatively and professionally.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a filmmaker and creative director with over a decade of experience creating impactful content. My journey started with music, specifically as the drummer for my band **V for Volume**, where I directed as part of directing duo Plan 9 our music videos. One of those, **“Cheap Universe” (2011)**, was a pivotal project for me, showcasing my passion for visual storytelling and earning significant exposure. That foundation eventually led me to establish **Plan9media**, a production company that now operates across the **U.S., Mexico, and Colombia**.

At Plan9media, we specialize in music videos and advertising campaigns, with a focus on connecting brands with music and cultural creators. Over the years, we’ve worked with globally recognized brands like **Coca-Cola, Visa, Sprite, Spotify, Fanta**, and many others, delivering creative solutions that build trust with clients and excite audiences.

What sets us apart is our ability to infuse rhythm and storytelling into everything we create. My background as a drummer influences our editing and pacing, giving our pieces a dynamic, music-driven energy. We thrive on pushing creative boundaries, whether it’s matching a brand with the perfect artist or crafting narratives that resonate deeply with audiences.

### Previous Work Highlights
– **“Cheap Universe” (2011)** – Music video for my band, V for Volume. [Watch here](https://vimeo.com/14968914)
– **“Quisiera” (2020)** – Music video for Flor de Toloache featuring John Legend & Cultura Profética. [Watch here](https://vimeo.com/399196859)
– **Sprite Global Campaign: “Rfresh” (2017)**. [Watch here](https://vimeo.com/161558012)
– **Wendy’s “Huevos” (2021)** – U.S. Hispanic market commercial ad campaign. [Watch here](https://vimeo.com/430170772)
– **Milo Commercial (2022)** – Asian market campaign for Vietnam. [Watch here](https://vimeo.com/734540776)

### Latest Projects (2023-2024)
– **“Pony Malta” (2023)** – Commercial for the Colombian market. [Watch here](https://vimeo.com/851428261)
– **“Amper” ft. Blessd (2024)** – Music video. [Watch here](https://vimeo.com/882191282)
– **“Mr. Blue” (2024)** – Ad campaign for the Mexican market. [Watch here](https://vimeo.com/917580345)
– **“Like” (2024)** – Ad campaign featuring various influencers for the Colombian market. [Watch here](https://vimeo.com/1012884680)
– **“Revive” (2023)** – Commercial for the Asian market (Vietnam). [Watch here](https://vimeo.com/1030916591)

What I’m most proud of is our ability to maintain a strong connection to music while diversifying our work into larger campaigns and markets. Whether it’s crafting a music video that helps elevate an artist’s career or developing an ad campaign with a unique musical narrative, our goal is always to create work that resonates and drives impact.

For potential clients and collaborators, I’d like to say this: **Plan9media** isn’t just a production company; we’re a creative partner committed to building trust and delivering stories that matter.

Have any books or other resources had a big impact on you?

This year, another book that profoundly influenced my approach to business and leadership was **Scaling Up** by Verne Harnish. It’s a must-read for anyone looking to grow their business effectively, especially in creative industries, where balancing passion with structure can be incredibly challenging.

One of the key lessons from the book is the importance of focusing on a few things you excel at and having the courage to say no to the rest. For Plan9media, this has meant doubling down on our core strengths: storytelling, creative production, and crafting narratives that truly resonate with audiences. We don’t try to be everything to everyone—instead, we aim to be exceptional for a select group of loyal clients. This focus has allowed us to thrive in markets like the U.S., Mexico, and Colombia, working with major brands such as **Coca-Cola, Visa, Sprite, Spotify, and Fanta**.

Another valuable insight was the importance of **delegation and building systems**. As a creative, it’s tempting to hold onto everything, but Harnish emphasizes that to scale effectively, you must delegate—not abdicate. This means empowering others while maintaining clear priorities, performance metrics, and feedback systems. For Plan9media, we’ve implemented strategies like defining individual responsibilities, streamlining operations, and fostering internal leadership to ensure that growth doesn’t compromise quality or creativity.

One of the most challenging aspects of scaling a business is managing growth while maintaining relevance. As Harnish points out, **growth absorbs cash**, and complexity increases with each new client or project. We’ve learned to focus on optimizing operations, maintaining our value proposition, and automating processes where possible. For example, we’ve started exploring ways to integrate AI into our workflows to enhance efficiency and stay ahead of industry trends.

Finally, the book highlights the importance of aligning the entire team around a shared vision and clear goals. At Plan9media, we’ve embraced this idea by creating a strategic plan that everyone understands and contributes to. Regular check-ins, clear communication, and a focus on client satisfaction have become pillars of our daily operations.

What struck me most about *Scaling Up* is how it balances the practical with the philosophical. It’s not just about growing your company; it’s about doing so in a way that aligns with your values and ensures sustainability. For me, it has been a guide to navigating the intersection of **creative passion and business responsibility**—a balance that has allowed Plan9media to not only grow but thrive in an ever-changing industry.

If you’re an entrepreneur, especially in the creative field, I can’t recommend this book enough. It’s a roadmap for turning ambition into action and scaling your business without losing sight of what makes it unique.

Let’s talk about resilience next – do you have a story you can share with us?

The pandemic was a defining moment that tested our resilience as a company. Almost overnight, work opportunities contracted, and many of our long-standing clients couldn’t recover from the financial impact. This forced us to step out of our comfort zone, actively seek new clients, and transform our value proposition to meet the demands of a world that had fundamentally changed.

Adapting wasn’t just about surviving—it was about rethinking how we could stay relevant in an environment where everything was moving faster and efficiency was more crucial than ever. One key shift we made was in how we approached creative pitches. In today’s data-driven and algorithm-centric era, clients are less willing to take uncalculated risks. They demand clarity, precision, and confidence from the earliest stages of collaboration. We embraced this challenge by refining our processes, making them leaner, more efficient, and laser-focused on delivering measurable results.

But the pandemic wasn’t the only shift we’ve faced. The rapid rise of artificial intelligence has reshaped industries, including ours. Rather than resist these changes, we’ve worked to stay ahead of the curve, exploring how AI can enhance our storytelling and streamline operations. This proactive approach has allowed us to position ourselves as a more reliable and innovative partner for our clients, offering solutions that weren’t even possible a year ago.

These moments of upheaval have taught us that resilience is not just about weathering the storm but about using it as an opportunity to grow stronger and more adaptable. By embracing change and staying at the forefront of industry trends, we’ve built a foundation of trust with our clients, enabling us to deliver creative work that meets the demands of today’s fast-paced, ever-evolving world.

Contact Info:

• Website: http://www.plan9media.com
• Instagram: https://www.instagram.com/plan9_media. https://www.instagram.com/_specktor/
• Linkedin: https://www.linkedin.com/in/jonathan-specktor-5ba10758

Image Credits

images owned and provded by me. no need to credit.