We recently connected with Xiao Ying and have shared our conversation below.

Hi Xiao, thanks for joining us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry.

One of the biggest trends in the entertainment industry right now is the rise of vertical mini-dramas. Numerous companies, including production houses and streaming platforms, are getting involved or looking to enter this space. Having produced five vertical mini-dramas in Los Angeles as the main producer, I’ve seen firsthand how quickly some streaming companies have grown by capitalizing on this trend. The rapid growth and substantial profits reported by these companies have sparked significant interest across the industry.

Vertical mini-dramas are characterized by their low budget and fast turnaround times, typically completing the entire process from pre-production to post-production in just 2-3 months. This is a stark contrast to the traditional format, which requires more time and meticulous effort. While these shows often lack the sophisticated quality seen in traditional productions—be it in scripting, physical production, or post-production—the potential for high-quality work remains an open question. Will the industry push for higher quality, or will cost reduction lead to a focus on quantity over quality?

Despite these concerns, the creation of vertical mini-dramas demands immense energy and creativity. We typically shoot 10-16 pages a day, which is remarkable considering that traditional film sets usually manage just 1-2 pages per day. This level of efficiency and cost-effectiveness could indeed be a game-changer for the entertainment industry, presenting both challenges and exciting new opportunities.

Xiao, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

For those who may not be familiar with my work, I’m a producer based in Los Angeles, handling everything from pre-production to post-production. I’ve been in the LA industry for almost three years and have had the pleasure of working on a wide range of projects, including music videos, commercials, short films, studio films, and TV shows.

One of my most notable experiences was working as the post-production coordinator on the Titanic 3D re-release. It was incredibly rewarding to help this iconic film reach new audiences around the world in various languages. This project was particularly special to me because it’s a film my mom enjoyed in the ’90s, and contributing to its legacy was a major milestone in my career.

In post-production, I’ve also worked on several popular releases such as “The Summer I Turned Pretty,” “Culpa Mia,” and “Bullet Train,” collaborating with major studios like Amazon and Netflix. It’s been a joy to work on shows that I personally enjoy and that resonate with so many people.

What sets me apart is my versatility and dedication to each project, ensuring high-quality results whether it’s a music video, commercial, or a full-length film. I’m proud of my ability to adapt and thrive in different roles within the industry, and I’m passionate about bringing creative visions to life. For potential clients and followers, I want you to know that I’m committed to delivering engaging, high-quality content and that I truly enjoy every aspect of the production process.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the most important lessons I’ve learned in my career is the value of being decisive and maintaining a positive outlook. In 2023, the entertainment industry faced significant challenges due to strikes, impacting everyone involved both physically and emotionally. At the time, I was working with Deluxe Media on various post-production projects. Suddenly, everything slowed down at a point when we were supposed to be incredibly busy. This uncertainty was daunting, especially since I had just started my career not very long. Even my more experienced colleagues were unsure about the industry’s future, given the strikes and the rise of AI.

Amidst this uncertainty, an unexpected opportunity arose in the form of freelancing as a producer for independent content, specifically vertical mini-dramas. While major studio projects and blockbuster films were on hold, these independent projects gained prominence. I seized this opportunity and continued moving forward, producing five vertical mini-dramas that were well-received on various platforms.

This experience taught me that by staying adaptable and proactive, we can navigate through challenging times. It’s essential to look ahead and embrace new opportunities, as our future depends on our actions today, not our past circumstances.

For you, what’s the most rewarding aspect of being a creative?

For me, the most rewarding aspect of being a producer is seeing creative visions come to life and the positive impact they have on audiences. It’s incredibly satisfying to work with talented teams and create content that resonates emotionally and tells compelling stories.

Building a reliable reputation in the industry is very important to me. I strive to ensure that every project I work on has both artistic and commercial value. Whether it’s a music video, a commercial, or a film, I aim to deliver quality work that entertains and holds meaning.

A happy crew and cast are also crucial. When everyone feels valued and motivated, it reflects in the final product. Seeing the joy and satisfaction on their faces, knowing we’ve created something special together, is incredibly rewarding. Balancing artistic integrity, commercial success, and a positive working environment makes being a producer truly fulfilling for me.

Contact Info:

• Instagram: https://www.instagram.com/effyemily/
• Linkedin: https://www.linkedin.com/in/effy-y-2736ba1bb/