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Meet Jay Rodan of Sheriff Production in Topanga

Today we’d like to introduce you to Jay Rodan.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
We started in 2010 as a spin-off of Kayt Jones Studio. Kayt is an incredible fashion and celebrity photographer and we began creating video content to supplement her work. This progressed to producing her shoots and then the shoots of other photographers. In time we came to create branded content, video, photo and motion shoots across a spectrum of industries for some of the world’s best-known creators and brands.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Expanding from photo into video and branded content presented certain challenges. We began working with non-profits and magazines, where budgets are less and creativity has to be at a premium. But I like to think it made us more innovative!

Alright – so let’s talk business. Tell us about Sheriff Production – what should we know?
We are distinguished by being incredibly passionate about storytelling. It’s the thing we drill down on when approaching any project: we want to understand the narrative is, the simple drive of the shoot – whether it be stills or motion, there is always one story being told. Often, we will then summarize that in a one-word theme and let that be the organizing principle around which we start thinking about everything: casting, locations, budgeting, everything. It stems from our experience as film-makers and writers, and I think this level of commitment to the integrity of what we produce can be seen in the final product, which is of a consistent standard. I’m very proud of the work we make.
Do you feel like our city is a good place for businesses like yours? If someone was just starting out, would you recommend them starting out here? If not, what can our city do to improve?
Los Angeles is the perfect city for us, because it combines a stunning natural setting with the epicenter of the entertainment industry, and a high level of creative competence and technical know-how. On the other hand, it isn’t just one city. There are a lot of regulations regarding shooting which vary significantly from city to city and given that there are 88 cities in the county, that’s a lot of variation! Some sort of county-wide inter-city commission to smooth the path to permitting and eliminate red tape would be very welcome.

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