Story & Lesson Highlights with Sam Persall of Mid City

We’re looking forward to introducing you to Sam Persall. Check out our conversation below.

Good morning Sam, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? Have you ever been glad you didn’t act fast?
100%. I was on a documentary in January 2025 that was, at the time, the toughest production I had been a part of. We were incredibly off the grid in Micronesia documenting a surf competition. Things started to heat up on the first comp day. Everything was moving a mile a minute. I was working off of a yacht (that’s crazy to type out, wow) as we were in the middle the ocean and I felt like a chicken with its head cut off. I was producer, 2nd unit Director, AD, AC, PA, Cam Op, and Sound all at once. As I was running up the ladder from the base of the boat to the upper deck the captain stopped me and said “you’re moving too fast, that’s how accidents happen.” That moment as stuck with me ever since. To me, it symbolizes the importance of calmness in all situations. The world is only as fast as it is in your head, slow down internally and everything around you slows down. Remain thoughtful and remain calm, everyone around you will feel it as a result.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi! I’m Sam Persall and I am a freelance Producer based in Los Angeles. After working with the NFL, where I oversaw a team of more than 130 filmmakers across five countries I joined Aether Films. There I helped elevate the company’s narrative, commercial, music video, and documentary projects. I implemented an approach that combined inventive production techniques aimed to solve complex logistical and creative challenges rooted in an holistic view that always puts the art first. Now I continue to collaborate with brands, agencies, and artists, bringing stories to life through a blend of creativity, precision, and a deep love for the craft of filmmaking. Additionally, I am co-founding Floor 9, a media-and-community based company that has three primary outlets: a coffee and vinyl shop, a production company and a revival house theatre.

Okay, so here’s a deep one: What relationship most shaped how you see yourself?
The relationship that has shaped me the most is primarily a one sided one. It might be up for discussion as to if that can be considered a relationship at all however I would like to consider it one. The relationship is with André 3000. I discovered Outkast when I was in high school and deeply connected to the stories that both André and Big Boi told as well as their freedom to explore genre and create sub genres within rap. My love for Outkast lead me to explore 90s rap, which really opened the door for me in terms of creative influence however that’s a rabbit hole I will quickly get lost in. Every Outkast record is completely different and André is the first to call that out on the records. By the time Stankonia was released André formally rebranded to André 3000 and the music sounded different. Way more electric and rock focused. With their final release, Speakerboxxx/Love Below, André had evolved once again. A concept album that features more singing than rapping, André was not afraid to shed the view the public had on him and make the record he wanted to make. This can be seen again 20 years later when he dropped his first solo record, New Blue Sun, an instrumental record that heavily features André’s flute skills. This was revolutionary to me when the album dropped. I was blown away by André’s creative freedom and his ability to allow his art to flow through him, uninterrupted. It also showed me that, as artists, we are constantly undefined. In his 20s I’m sure he considered himself a rapper and by his 40s he became a flutist. At 26, I consider myself a filmmaking however it is so freeing to know that by 27 I may be something completely different and as long as it is making me happy, that is exactly what I’m supposed to be. A couple of months ago, I met André at a very pivotal moment in my life. I had grown so distant from the company I had been producing at a new a change was coming. A few days later, through organic and open conversations with my team I learned that my path was naturally leading me to freelancing and starting up Floor 9. Both of which involve working with friends and helping tell stories that I am passionate about.

When did you stop hiding your pain and start using it as power?
I was heartbroken in 2022. I had gone through a breakup with a long term partner whom I was quite co-dependent on. 6 months after moving to LA I entered a new world alone with an incredibly vague idea of who I was. I had gotten this way because I was so afraid to fully open up to anyone because I was afraid of being judged. A few weeks into living with roommates I found of Facebook I found myself watching music videos on the couch with my then roommate. We shared music with each other for hours and quickly started telling each other about our romantic lives. Me, fresh off a breakup, was still quite raw however through the safe space my roommate and I had created that night was able to open up about the pain I had been going through. We had a very beautiful conversation that night where we were not only honest with ourselves but also honest with each other, allowing a genuine connection to be born. My past pain and traumas often made me feel alone and it wasn’t until I started opening up about them did I truly start connecting with others. Through reflection and sharing I found myself understanding the mistakes in my ways that have contributed to my own pain, which is the first step to growth and when I reframed to view every opportunity as an opportunity to grow, the pain stopped hurting and became quite empowering.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a belief or project you’re committed to, no matter how long it takes?
I am working on writing a TV series with a great writer and friend of mine. It is the first time we’ve conducted a true writers room that explores grand themes and a 10 year long plot line. Needless to say it is quite the undertaking for just two people however it is the first time in a long time that I have felt that I am truly telling my story. Don’t get me wrong, it is a fictional story that has equal parts of original characters as well as influences from both our co-writer and my own life however, the themes and approach are the most true to myself I have ever been. Pulling from both of our lives has been incredibly therapeutic and bonding and only applied to the story when true to the characters. Wanted to develop a world that feels are lived in as our own, this is going to take a while. Not only to develop but to write, to fund, to film, to edit, to market, etc. It’s a passion project that will be a part of the next few years of my life and I am so excited about it. The greatest stories take a long time to tell because they require people who are deeply committed to telling them.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Have you ever gotten what you wanted, and found it did not satisfy you?
Everything that I think I want I realize in time that I don’t anymore. This mentality has allowed me to come to terms with my entire life. I feel like I am constantly growing, which is good, because I’ve worked too hard to stay the same. I think about this first line quite optimistically. When I was 23 I got a job at the NFL, 11 yr old me was stoked as was 22 year old me however by the time I was 24 I knew I no longer wanted to work at the NFL. The same thing can be said about my experience at Aether Films. I feel like I am floating down the river of life and love where I am constantly at while also knowing that the river will naturally take me to the next thing that I am supposed to experience. In other words: I can really want a slice of cake, get it, enjoy it and later I will be hungry again and want something else. The cake was very lovely when I ate it and being hungry later does not take that away.

Contact Info:

• Website: https://www.sampersall.com
• Instagram: https://www.instagram.com/sampersall/
• Linkedin: https://www.linkedin.com/in/sampersall/