We’re excited to introduce you to the always interesting and insightful Lyric Kochendorfer. We hope you’ll enjoy our conversation with Lyric below.
Alright, Lyric thanks for taking the time to share your stories and insights with us today. Going back to the beginning – how did you come up with the idea in the first place?
Lyric Kochendorfer’s journey into videography & photography began in the unlikeliest of places—her hometown of Hastings, Minnesota. During the carefree summer days of 8th grade, armed with nothing more than a GoPro and a spark of inspiration, she set out to capture the adventures she and her friends embarked on. “I felt like my friends and I had so much fun swimming, cliff jumping, and biking around our small town that I wanted to capture these moments so we could remember them when we were older,” Kochendorfer reflects.
This early experimentation in video creation was more than just a way to pass the time; it was the foundation for what would become Lyric K Media. The content was lighthearted—vlogs and trick videos, documenting the simple joys of small-town life. “There wasn’t much to do in Hastings, so we got creative,” she recalls with a smile. “We would vlog, create funny trick videos, and, overall, the content at the time was so fun to make.”
While her initial uploads to YouTube were sporadic, they were personal and meaningful. She posted just a few videos—enough to preserve the moments. Kochendorfer started a series that summer called “A Life Worth Living,” a blend of vlogs capturing the day-to-day antics of her friends. Though the series was short-lived, with just three episodes still available online, it marked the beginning of her passion for storytelling through a lens. High school responsibilities temporarily put her YouTube ventures on pause, but the break was only temporary.
By the next summer, Kochendorfer was back at it, but this time with a new tool at her disposal—a Sony a6000 camera. “I was lucky my parents bought me that camera. It really sparked my interest in doing more with video,” she says. With the new camera, her content evolved, and she began another series called “Too Young.” This series was more polished, with Kochendorfer diving deeper into editing, utilizing Adobe Premiere Pro for the first time. The software became a game-changer, unlocking a new realm of creativity and elevating the production value of her videos.
As she began creating more polished content, including a hype video for her high school’s football team, Kochendorfer’s passion for video became undeniable. It was clear to her that this was more than just a hobby. By the time she was considering college, the decision was already made. She was destined to pursue videography on a larger scale.
With her sights set on the West Coast, Kochendorfer made the bold move to San Jose, California. “I moved to San Jose with nothing but a camera,” she recalls. It was 2020, and the pandemic had transformed the city into something unrecognizable. Classes were remote, the campus was quiet, and the days often felt monotonous. Yet, Kochendorfer found solace in her creativity. Confined to her dorm room, she honed her editing skills, experimenting with green screens and pushing the boundaries of what she could achieve with limited resources.
Despite the challenges, Kochendorfer made the most of her time in isolation. “I did a lot of hardcore editing, creating alternate realities with the footage I had,” she explains. Her time at San Jose State wasn’t just about surviving the pandemic; it became a period of immense growth as an artist. Her involvement with San Jose State Athletics marked a pivotal turning point, providing her with hands-on experience and the opportunity to work within a larger creative community. “My time with San Jose State Athletics allowed me to learn new skills and gave me the confidence to start freelancing on my own.”
Equipped with a camera of her own, Kochendorfer began to venture outside the confines of sports videography, turning her lens toward the city of San Jose itself. “It felt different having my own equipment. I was able to bring my camera anywhere, capturing landscapes, nature, and the essence of San Jose.” The freedom to explore her creativity without limits further solidified her desire to build something bigger.
That ‘something’ soon took shape when a classmate introduced her to Up & Up, a college festival collective. At the time, Kochendorfer was still exploring her creative direction, unsure of where her passion for video might lead. The invitation to shoot for Up & Up came unexpectedly, yet it was an opportunity she couldn’t resist. “At first, I didn’t feel confident in my photography skills, but I knew I could do it. So, I showed up and shot the show, and I absolutely loved it.”
This serendipitous moment would lead her to photograph Dr. Fresch, an artist Kochendorfer had long admired. “I spoke with him briefly at the show, explained that it was my first time shooting, and offered to give him the photos I took.” To her surprise, Dr. Fresch followed her media account on Instagram, a small gesture that had a big impact. “That was really where it all started for Lyric K Media,” she says. “Seeing that a big-name artist believed in my work gave me the validation I needed to continue pursuing this dream.”
Lyric K Media began to take shape as she gained more opportunities through Up & Up and continued to book gigs with bigger names. With each shoot, her confidence grew, and so did her business. “Up & Up gave me a chance to grow as a young creative, and I’ll always be grateful for that,” Kochendorfer says. “It ignited the fire in me to follow this creative vision.”
Music had always been a key element in Kochendorfer’s life. “My name is Lyric, so it’s almost like I was destined to have music be a part of my story,” she laughs. With a father who was a DJ, music was a constant presence in her household. “Growing up, my dad and I bonded over music, and we still go to Lollapalooza together every year, also believe it or not that’s not where my name came from. My mom and her friends wrote down lyrics to songs and this is when she figured out she wanted to name her daughter Lyric. I’m blessed with this name I absolutely love it.”
Combining her passion for music with her love for videography was a natural next step. Over time, Kochendorfer began curating her Instagram feed with more intention, showcasing her work for artists and building a strong portfolio. “I gained confidence connecting with people and building my network,” she recalls. “The more shows I shot, the more opportunities came my way. I started meeting mentors and learning the ins and outs of the industry.”
Now, as the founder of Lyric K Media, Kochendorfer has successfully built a business that marries her creative vision with her lifelong passion for music. “At a young age, I was exposed to experiences many people my age hadn’t encountered. I saw how things worked behind the scenes, went backstage, and learned how to communicate with people in the industry. Every opportunity I had, I took it and used it to my advantage for future bookings.”
Looking back, Kochendorfer credits her childhood experiences for setting her on this path. “I’ve always been obsessed with creative activities. Whether it was art projects or Legos, I’ve always had this drive to create. I feel like everything I did, from picking up that GoPro one summer to teaching myself how to use Adobe products, has led me to where I am today.”
As Lyric K Media continues to evolve, Kochendorfer remains dedicated to creating content for musical acts while leaving room for the business to grow and expand into new creative territories. “This journey has been full of trial and error, but I believe in the potential of Lyric K Media to evolve over time. I was born to be a creative, and I’m exactly where I’m meant to be.”
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Kochendorfer explained, “Lyric K Media is a video and photo production company specializing in live concert capture. This includes photos, full multi-camera recordings, single video clips for social media, and nearly anything else an artist wants to capture at their show. I also handle studio work for creating images for press packs, album covers, or any other studio photo needs. Our media services are designed to capture any content a client desires.
While my primary focus is the music industry, I am open to exploring new ventures in corporate business’s and companies. Lyric K Media as a brand is dedicated to video and photo production. When a new client approaches me with an idea, I use what they provide to piece together the final outcome.
Lyric K Media is committed to assisting with creative direction and bringing clients’ ideas or concepts to life. What sets my company apart is our strong commitment to collaboration. I believe the best content results from a collaboration between the artist and the creative team. We engage with artists beforehand to understand exactly what they’re looking for, ensuring 100% satisfaction. My primary goal is to make sure clients see their ideas come to life. There is no greater satisfaction than seeing content that meets clients’ expectations. If, by chance, a client is not happy with the result, I am always willing to collaborate further to achieve their vision. At Lyric K Media, it is essential that every customer walks away satisfied with their content, and this is something I am very proud of.”
Any insights you can share with us about how you built up your social media presence?
Building an audience on Instagram is no small feat, especially in today’s saturated digital landscape. According to Kochendorfer this challenge is one of the most difficult aspects of running a brand. She notes that the competition among creatives and companies makes it essential to carve out a unique space. “This task is far from easy and is constantly evolving,” she explained, emphasizing that staying relevant means staying ahead of shifting trends and mastering the ever-changing tools provided by social media platforms.
Kochendorfer has had to adapt quickly in this competitive environment, where attention spans are short, and new trends emerge almost daily. “Each day brings a new opportunity to analyze trends and engage viewers,” she said. It’s a dynamic process of adapting and innovating that keeps her brand moving forward. A key part of her strategy for growing an audience involves leveraging meme culture. By incorporating current trends into her posts, she’s able to engage a broader audience that might otherwise overlook her brand. “It’s incredibly rewarding to see how well-crafted content can resonate with both existing supporters and new followers,” she shared.
Beyond the online strategies, Kochendorfer credits the support she’s received from friends and family in Minnesota as a critical boost. The ability to share her journey with those who have seen her evolution as a creative has made the process that much more fulfilling. For her, Instagram posts serve a purpose beyond mere promotion—they offer an opportunity to connect, inspire, and involve her audience in her creative process.
“The beauty of an Instagram post lies in its diverse interpretations,” Kochendorfer said. For artists, it might act as a source of inspiration; for others, it could simply allow them to feel part of a special moment. This multifaceted nature of social media amplifies the reach and effectiveness of her marketing, allowing her work to resonate on different levels.
Though social media presents its share of challenges, Kochendorfer’s ability to adapt, stay current with trends, and innovate keeps Lyric K Media moving forward. As she points out, “The ability to showcase your work to a global audience and benefit from free promotion is one of the greatest advantages of running a business in this digital age.” For her, navigating the ever-evolving landscape of social media is more than just a necessity—it’s an art form in itself.
For you, what’s the most rewarding aspect of being a creative?
Kochendorfer said, “The most rewarding aspect of this journey has been witnessing the satisfaction my customers derive from my work. It’s incredibly fulfilling to know that not only am I meeting the needs of my clients, but also that individuals I admire and once looked up to appreciate the content I create. I’ve invested a tremendous amount of time and energy into developing my brand, and now being able to confidently deliver quality content is truly gratifying. Confidence is something that often evolves quietly in the creative world; you gain it over time and may find it challenging to recall how it felt to lack it. There was a time when I worked on projects for free, dedicating countless hours to building my skills. Today, being able to assign value to my work reflects a significant milestone in my creative journey. It’s incredibly refreshing to reach a point where I feel assured enough in my creations to offer products that I know will satisfy my clients. This sense of accomplishment is undoubtedly the highlight of my entire journey.” Kochendorfer closes.
We would like to thank Lyric Kochendorfer, founder and creative director of Lyric K Media for joining us for this conversation.
You can visit her social media pages & some photos from her below.
Instagram: @Lyrickmedia
LinkedIn: Lyric K Media
Contact Info:
- Website: https://lyrick.myportfolio.com/
- Instagram: @lyrickmedia
- Linkedin: https://www.linkedin.com/company/lyric-k-media/
- Youtube: https://youtube.com/@lyrickochendorfer7383?si=mUfzjp7-KahC_gng
Image Credits
Photo of Lyric credited to Photographer, Chris Ho @steezc