COMMENTARY

Creative Business Owners Share Their Journeys Amidst A COVID19 Impacted World With Circuit Breaker Being The ‘New Normal’

BY: JONATHAN LEONG
HEAD OF CONTENT

10th MAY 2020

Even before COVID19 started to come in like a wrecking ball, technology was already rewriting the rules of work and life.

The demands of the job market today look very different from those of yesteryear…right down to the very factors affecting one’s relevance - which are evolving at a frightening pace.

Will mankind eventually be replaced by our robot overlords? How will we stake our claim in a world where technology consumes industries which once seemed irreplaceable? How will we find work that gives our existence meaning while adding value to the overall marketplace?

If there’s one constant thing, it is the ingenuity of the human spirit, the very same inventiveness that has given way to global technological disruption might just be the very thing that saves us.

We talk to 6 creative hustlers to see what made them do what they do today, and how they intend to stay relevant amidst a COVID19 impacted world…which has forever changed the definition of what it means to be an entrepreneur.

They’ve taken on careers and built businesses that wouldn’t have existed a generation ago, each carving out a niche in their respective arenas. We delve into the journey that each one of them took and how they plan on staying the course in a world that has changed the very nature of what it means to run a creative business in 2020 - almost overnight.

The Geek Art Dealer of Singapore
Alwyn Liang from Ink Ink Collectibles

His eye gaze intently into a piece of artwork and as if by sheer instinct he appraises the piece, advising a collector on its relevance and future potential. In a world where we look to superheroes, movies, and comic books for our dose of escapism, Alwyn Liang has an encyclopedic knowledge of the Geek Art world. I first met Alwyn Liang when I was looking for a particular comic book for my collection, back when his business consisted of a humble table and chair during the Clarke Quay flea market heyday almost a decade ago. These days he has expanded his business into the world of original collectible art from artists whose work graces the covers of hit comics from Marvel, DC as well as the video game worlds from some of today’s hottest titles.

What made you decide to pursue the path of being a Geek Art dealer, representing various global artists while also helping clients source for rare comics and collectibles?

It started more as a passion project and a way for me to meet all the different artists from the global Comic book community. Over the years we’ve managed to grow a strong following on the internet and the rest is history!

How are you adapting to the current COVID19 situation?

It's still business as usual for us, due to the global nature of comic book and gaming culture, a good portion of our clientele come from outside of Singapore from neighboring countries all the way to foreign markets such as American and Japan.

In recent times I do clearly see a spike in the number of people looking at our Facebook, Instagram, and Websites since the start of Circuit Breaker. It is very fortunate that we started small on the internet even prior to COVID19, it was a lot of work on top of running a physical gallery which evolved from a table, chair and trolley - which I used to wheel around comics, art and collectibles during my formative years selling items at the Clarke Quay flea market.

What trends will continue to persist post COVID19 when the world returns to 'normal'?

We are trying to create more content for our online audience, such as short promo videos on up and coming artists and regular updates of new artworks from our growing stable of represented artists who work in the geek art industries. A-lot of these artists spend their time working on major properties as well as indie projects for various companies and brands, their work with us gives them an avenue to monetize their craft in a way that builds a direct bond with their global audience…we handle all the nitty-gritty workings of getting them private commissions from collectors big and small, promote their work in shows, in addition to other activities outside of making art - so that they can focus on creating their best work.

Were you prepared for the current crisis, if so how?

Due to the nature of our business, online has always been part of our operation from the beginning. The Circuit Breaker was not something we could have prepared for as most local customers still prefer picking their purchases in-store. Prior to Circuit breaker, we’ve always provided personalized services to each of our customers. Small things like remembering their names and what they like or are interested in - we are now looking to see how can still keep up with our customer relationships online.

If you are going to make a big $1000 purchase you would want to see it in person. What this Covid19 pandemic has taught us is to not rely only on one source of sales. Building multiple channels of sales is very important. Thus, generating relevant content daily for our online audience and outreach via social platforms which leads to product discovery has helped us to maintain a certain level of sales.

What measures will you be taking to further 'future-proof' your business?

People today exist on the internet, by that I mean it influences their consumption patterns, everything from researching how to book the most value for money restaurants, entertainment options, ordering daily necessities, and even face masks. If you are not online as a business you will cease to exist quite rapidly.

This trend will always be a part of our daily lives now, and even within the online world things are changing rapidly - which is scary if one has not even begun to delve into how it can aid or break one’s business.

Small businesses should always look at how they can generate meaningful content to value add the consumer, because entertaining and useful content preceding a purchase always works long term versus spending huge amounts on advertising - which always eats into your margins.

However I have not ruled out advertising, the question is how to do it in a meaningful way, that sparks joy and curiosity about what your company has to offer. All the above is not possible if you are not passionate about the industry you are in, so I would say that you really need to find something that you have a certain level of interest in. Otherwise when hardships come you will give up, especially now during COVID19 which also poses challenges to people like me - who are already working in areas we love, which forces us to push harder. Work represents a large part of our lives, while it will never be easy - we should always seek out work we enjoy.

The Consequence of Sound
Working From Home With Jeremy From IMBA Interactive

What made you decide to pursue the path of (running your own small business / etc)?

In 2012 my co-founders (Gwen and Sharon) and myself were at the crossroads in our careers, mostly after our first jobs. We realized we wanted to do something more with our craft and were thinking of best ways to contribute to the industry with our skills - in the arena of sound design. Prior to our epiphany we had already met each other back in 2010, when we attended the same Singapore-MIT GAMBIT Game Lab Summer internship program (http://gambit.mit.edu/) in Boston.

How are you adapting to the current COVID19 situation?

In the work from home era, we still use the same digital platforms we have been using to communicate within the team and also with our clients - Slack, Teams, Skype etc. The only significant change would be the increase in video calls, and a lot less lunchtime and “talk cock” over makan. Technology will never 100% replace the value of human bonding, however it is a good substitute for situations such as the current Circuit Breaker.

What trends will continue to persist post COVID19 when the world returns to 'normal'?

Most definitely the whole idea of remote working and what it entails have been permeated to the whole of society now. This can only be a good thing in my opinion, as after the crisis, it forces us to think about the value of meeting face-to-face.

Were you prepared for the current crisis, if so how?

I must say that we were quite prepared, and the impact on our production was pretty minimal. Before COVID-19, we as a company pushed very consciously for work-life balance and having flexible work arrangements for both the founders and the staff. We had set up the studio infrastructure to allow for remote working, even overseas. We have a centralized communication system in the cloud, and also a server where all of us can securely access our work files wherever we may be in the world. Before the circuit breaker kicked in, we were already all working from home 2 weeks prior. I had transported whatever equipment the staff needed from the studio to their homes via services like Ryde.

What measures will you be taking to further 'future-proof' your business?

I think the trickiest thing as a sound studio is that we will benefit from more and more physical space and growing the size and amount of the studios - more editing rooms, soundproofing each and every one of them, etc. And we know space in Singapore is not cheap. However, in such a scenario such as COVID-19, a huge studio space would only become a liability, and we have to really think hard about how to scale the business while keeping it lean, yet effective. Moving forward, we must really think outside the box and come up with solutions to prevent unnecessary overheads and using resources efficiently

The Branding Doctor
Ken Tan Helps Local & Regional Companies Find Their Visual Voice

He has worked on branding projects for clients big and small and even consulted on the identity systems for a client who runs an indoor dog swimming pool / physiotherapy centre.

What made you decide to pursue the path of running your own consultancy business?

I had spent a good number of years freelancing for both clients and agencies, and finally bit the bullet committing to an office space, of course with COVID19 everyone is working from home now…however I still firmly believe in the value of a physical space other than one’s home as it helps to provide a separation between work life and your personal space. While it has taken up more financial resources, I still value my office space and look forward to returning to it once this storm blows over.

What steps have you taken to ensure the sustainability of your studio during this COVID19 era?

My studio recently went through an overhaul in terms of our offering, in the beginning, I took on a lot of jobs but we realized that our core strength is in end to end brand strategy, with core elements such as identity and packaging design. For larger projects we also advise clients on their digital presence and refine the way they are perceived online and offline across both physical and digital touch-points. I realized that clients valued my approach in terms of problem-solving and that has enabled us to retain a few key clients which has provided some leeway in tiding over this circuit breaker period. The recent Govt co-paying scheme which covered a good portion of my staff’s salary ensured I could keep my staff without having to resort to cutbacks during this trying time.

What trends will continue to persist post COVID19 when the world returns to 'normal'?

Even though everyone is on video calls now, it still takes a considerable amount of time and effort for those serious online work related meetings. The barrier is in organizing the call and making sure all the important stakeholders are present. I would say that COVID19 has made us all more conscious in terms of deciding if something really warrants a meeting or can it be solved via an email or quick voice call to clarify issues. People will be more mindful, tactical and surgical when it comes to communicating as human interaction and time spent will be shifted to more high value tasks that the online only experience cannot bring - at least for now.

Were you prepared for the current crisis, if so how?

I’ve always been a big believer in digital technology, however for certain stakeholders that are more used to face to face meetings it can be tricky to onboard them in a manner that ‘doesn’t feel like more work’. This is where the real test to us as professionals arises and we must be able to adapt to the challenges in this new era.

What measures will you be taking to further 'future-proof' your business?

A continual refinement of our internal processes and project structure to improve efficiency while working with clients will enable us to finish projects smoothly and deliver value to all relevant stakeholders in the process, we need to put in the heavy thinking and work involved in setting up procedures and systems that make our work flow smoother without sacrificing the nuances that make every project special - it’s a fine balance but one which is very much needed.

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Hand Painted Miracles In The Era of Digitalism
Jon Hwang of Craftsmen: Custom Color Specialists

Over the years Jon Hwang has refined his painting skills to the point whereby large corporations such as Disney have engaged his studio to add color to large scale installations and event promotional items, such as a mega installation promoting the movie “Frozen” at Changi Airport Terminal 3.

What made you decide to pursue the path of (running your own small business / etc)?

I was never a "good worker", always valued my freedom to move alone without restrictions. I already knew I wanted to build something to call my own, but also had the understanding that I needed cash to sustain the early stages of operating my own business.

I used to work as an employee for several years under different companies, held a few positions here and there but nothing really long term. I already knew from the beginning that my plan was to generate some good capital in the short term, so I never really cared what job I took so long as it paid something reasonable. I planned my finances so that I could eventually go out and do my own thing, so I did just that.

How are you adapting to the current COVID19 situation?

Personally, very well. In terms of my creative business, Craftsmen, at this juncture not so well, but I am in the middle of pivoting my artistic self towards a more scalable direction in terms of changing my business model from the initial man-hour intensive service structure to the infinitely scalable digital education, tutorials and video content direction. 

What trends will continue to persist post COVID19 when the world returns to 'normal'?

I think the emphasis on having a digital operations front will remain, if not strengthened. Many physical businesses by now should already have built up a digital shop or gateway to continue operating (if not they would already be closing shop), and I see those who already have set that in place will continue and even expand their online services. I, for one, welcome our cybernetic overlords.

Were you prepared for the current crisis, if so how?

My business was not prepared, but I can say my creative business is relatively (and figuratively) 'small scale'. We were about to go deeper into more lucrative commercial projects when the crisis hit and shut down all events and productions. 

Luckily for me, running Craftsmen is not my only source of income. Along my meandering early life career choices, I also picked up some financial education for myself, namely stock market investing, to help provide an additional boost to my income as I accumulated capital to go independent. I am currently generating majority of my income from active investment strategies, while I take my time to set up the digital sphere for 'Craftsmen'.

What measures will you be taking to further 'future-proof' your business?

I will likely put more emphasis on creating digital content, and to employ some pretty interesting online marketing strategies I recently learnt during this Covid19 crisis to boost that, and then we can see how well that goes. If not, there's always the US stock exchange…I’m thankful to have been putting aside capital to invest over the years. There’s a common stereotype of creative people being bad with finances, however that’s just what it is a stereotype…I believe in always sharpening my edge in terms of useful knowledge to become a more well rounded person and professional.

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Cheng Guan of Creative Agency WPR.Asia

What made you decide to pursue the path of (running your own small business / etc)?

When a close friend of mine found out that he was diagnosed with a critical illness, I decided to join him as a partner so that we could develop our best work with the time we had on hand. That was my first experience in running a business. 

How are you adapting to the current COVID19 situation?

What we observe is that the market is still consuming but as some brands and companies are unable to remain operational. With these opportunities, we are able to show our creative solutions by creating adaptive solutions and reactive strategy for each of our clients. On top of being a race against time, a lot of clients are now fighting for our time, so we are having a daily update within our team to keep up with the projects.

What trends will continue to persist post COVID19 when the world returns to 'normal'?

I believe that digitalization and even new behaviors with the digital world will arise. The gap between good and bad consumer brands(and good and bad products) will become wider. So the most important thing now is to become relevant to the needs of the stay at home population and the evolving market thereafter to survive.

Were you prepared for the current crisis, if so how?

We had previously developed a “3 part solution system” to take our clients through the entire workflow process digitally and COVID19 only accelerated the rolling out of this approach. We believe that by enabling our clients with a relevant core strategy, we can take steps towards triggering their growth even in the current climate. 

With everyone trying to jump on the “effective work from home” methodology bandwagon, it is now more important than ever for us to help our client to differentiate their product, services and ultimately, create a memorable brand in this difficult time.

What measures will you be taking to further 'future-proof' your business?

We are having a weekly meeting with all our team members, to brainstorm on new ideas and adaptive behaviors and actionable tasks. We have also provided a more reactive solution & shorter testing life cycle for our clients, such that we will adjust and change our creative outputs during the campaign itself to best reach out relevant audiences in the market using social media and other online means.

The Video Mandalorian
Shian Wen, Video Expert For Hire

Shian Wen has shot videos for everyone from major brands to Singapore’s top youtubers. He has even contributed to the Singaplex After Hours Podcast (which you can view HERE), and remains one of the sharpest guns for hire in the local video scene.

What made you decide to pursue the path of being a professional videographer?

I started not in video but doing animation actually. During my polytechnic studies I realized that animation was a long and laborious process, moreover I wanted the ability to tell my own stories - which if anyone in animation knows is a pipe dream as you are often just part of a huge production and if you are lucky…get to animate only a fraction of a key character or scene. Eventually I decided on film and video as an outlet to satisfy my creative urges and my desire to tell good stories.

How are you adapting to the current COVID19 situation?

Thankfully my years of freelancing as a creative professional started since I was in school, so I’m used to the ups and downs the industry brings. Anyone who enters the trade should know that it is prudent to set aside a long runway of living expenses and savings so that one does not fall prey to the ‘feast or famine’ cycle which plague many freelancers. Moreover I’m a family man with two kids, I’ve always got to think of ways to stay relevant and on the cutting edge of my trade. Thankfully I’ve gained enough experience to be able to lecture part time and this also supplements my income on top of my commercial projects for clients.

What trends will continue to persist post COVID19 when the world returns to 'normal'?

With Work From Home becoming more widespread it is fortunate that I’ve already been accustomed to doing almost half my work from home in terms of editing and post production. The challenge would be how video crews will navigate this new era of social distancing and still get the job done during production. The playbook on that is still being written.

How can freelancers and creatives better prepare for situations such as the current COVID19 situation?

Everyone needs to get the fundamentals right, which is often the not so creative / boring aspect of planning and preparedness such as saving up and having a sufficient runway to mitigate shortfalls in income during ‘bad times’. If you are serious about your trade and plan to stay in it long term this is one of the core basic things you need to plan for even before you think about how you are going to be creative.

Staying on top of industry trends and building a strong network of likeminded collaborators and clients is also key to staying competitive in this industry. As video become even more relevant in this era of social distancing, I’m always thinking of new solutions and offerings to enhance the projects I work on. Lastly, one needs to surround yourself with positive minded and supportive people.

We wish all our creative friends in the industry all the best in their Work From Home endeavors and may we all emerge from this Circuit Breaker period stronger and wiser.

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