April 17, 2017

Meet Gregory R.R. Crosby of Lost Heart Productions in Long Beach

Local Stories

Today we’d like to introduce you to Gregory R.R. Crosby.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Born and raised in San Francisco, CA, I moved to Southern California to attend California State University, Long Beach where I obtained a Bachelor of Arts Degree in Film and Electronic Arts – Film and Video Production. Afterwards I started the video production company Lost Heart Production which would produce creative, commercial, corporate, and consumer content. Leading into the great recession of 2008 when many of my corporate clientele began to shudder, I began working closely with the Department of Dance at CSULB where I produce all of the photo and video publicity and oversee concert content and archival. It is here where my specialty of working with dancers began. Lost Heart Productions now shoots both still and video for many live events in the Los Angeles area, video work for LA county, as well as produce short films that have been screened all over the world. We do headshots, reels, and even speaking engagements with young artists. Doing this work over the last ten years allows me to meet amazing people and be challenged creatively every day.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Is anything really ever smooth? Running your own business while also growing a family has its challenges. My biggest challenge seems to be maintaining a work/life balance. My goal is to take on as much work as I can while maintaining the quality I expect from me and my team and still being an involved father. My kindergartener has a speaking line in her drama club’s upcoming rendition of “The Little Mermaid”, so obviously, I am donating a Multi-Camera 4K live edit to the run of show. That is what I call success and that is why I do what I do, even if it means fewer booking dates due to family obligations.

Alright – so let’s talk business. Tell us about Lost Heart Productions – what should we know?
Lost Heart Productions creates sleek photography and video while having a great time with clients. While out on a photoshoot, part of my service is to make sure someone who may not be comfortable in front of the camera can relax and enjoy themselves. This ensures that photos come out natural and honest. For headshots or portraits, get ready for an onslaught of bad jokes and belly laughs. For event video shoots, my team rides the line between being in the thick of the action and being conscious not to interfere. I have found that if we enjoy ourselves, we are more invested in the project and produce a better product. Every year I work with the beautiful people at Pro Action Dance, who create pro sports choreography and teach the routines to Professional (NBA, NFL, International, etc.) and College Cheer Teams. From shooting In-Studio Tutorials to the massive Las Vegas Event, we not only get the job done with amazing cinematic video for them, but we look forward to the great time doing it. I am proud of our brand and the fun reliability that comes with it.

Is there a characteristic or quality that you feel is essential to success?
Consistency is the most important thing that an independent artist needs to be successful selling their craft. Quality is objective, however if you have a style that is inherently your own, clients will buy in to that style and you need to consistently produce content that stays true to those stylistic choices.

Always grow and develop your aesthetic, however don’t merely copy someone else’s way of producing art because that look won’t come natural when faced with the never-ending curveballs of crafting art as a business.

I work with a network of amazing artists. One of my go-to event video artists is David Goyette from Goyette Sound and Video. He is a rock star with live sound and live edits. I work on many creative projects with local choreographer Keith Johnson who is the most creative mind that I have ever met and inspires me to bring depth to my work. The last two narrative films that I produced were with actor/dancer Artur Lago-V. His energy is infectious and his drive for productively keeps me branching out. We are currently starting a film festival (CineManiacsHD.com) with both online and live screening opportunities. I am pushed to consistently up my tech game, artistry, and business endeavors by many influences, however without the support of my beautiful wife, Lauren, none of that means a thing.

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