“An Interview with Cassette Vision Co-Founder Adam Rael”
The Media Cube - mediacube.ie
After we welcomed Adam Rael, Co-Founder of Cassette Vision to the Media Cube, we asked him the following...
Q: What did you study at IADT? When did you graduate?
I studied Film & Television Production at the National Film School from 2012 to 2016. It’s now been split into a separate film and a separate TV course. Even though I knew TV wasn’t the main direction I was going to take, it led to a lot of unique experiences by having that aspect a part of the course which fed its way back into my current outlook.
Q: How did you launch your career after graduation?
The journey to my own business was a slow one. And to be honest, not one I immediately wanted. After college, I stumbled into the retail sector and found myself managing a bakery. Simultaneously, I ventured into freelance work but faced an uphill battle with my lack of capital for investments in filmmaking equipment necessary to secure larger projects. Despite efforts securing a full-time job with another company proved challenging. The prevalent perception of being overqualified raised concerns among employers, who were apprehensive about my ambitious goals and potential for short-term commitment as an employee.
This led to a commitment to transition our collective work into a business. Initially, I perceived Cassette as a short-term solution to secure more permanent positions at well-established companies - that Cassette would quickly transition into a side project for passion projects. However, as Cassette evolved—its website became more comprehensive, and the quality of work improved—my perspective shifted. With a deeper understanding of business, I began to see the long-term possibilities it held. I realised it could not only provide financial stability for myself and the core team but also serve as a means to regularly collaborate with the creative individuals and friends I enjoyed working with as a director. Embracing a broader perspective beyond the role of a film director, I sense that I am gaining insight into how business can be leveraged to establish a brand and company that extends beyond what I could achieve individually.
Cassette Vision is currently at a very early stage, but I believe the hardest step has been accomplished - assembling the right team. This year, we aim to intensify our presence in the advertising realm, all while maintaining our focus on the expansion of documentary and narrative projects.
Q: What sparked you to set up your own business?
The decision to establish our own business, with my co-founder Jack Quinn, stemmed from a sense of frustration with the treatment we experienced as freelancers. Ultimately, it was driven by a desire for greater control over the trajectory of our careers.
Q: What essential qualities do you need to have, to be successful in a changing and challenging content market?
An open mind - continuous learning and adaptation are essential in response to the ever-evolving landscape.
Empathy - fostering an understanding not only of your client's viewpoint but also that of the end customer.
Q: What is your favourite play/book/film/music?
Choosing a favourite piece of art is like choosing your favourite sunset. You generally lean towards the latest. But - when push comes to shove, I would say 1982’s "The Thing". The numerous t-shirts in my possession alone serve as a testament to that.
Q: What are the challenges for film and TV graduates today, do you think?
The entire media landscape is undergoing rapid transformations. I’m writing this on the Monday following the reveal of Open AI’s Sora - so AI is currently the unsettling shifts for the film and TV graduates, in my view. I anticipate its widespread adoption reshaping the entire industry in the coming years, and my concern lies in the potential elimination of numerous entry-level positions. The media industry has inherently been subject to constant shifts, but the substantial transition from film to digital was gradual and arguably less significant compared to this current technological leap.
Q: What was the best event and venue, you have ever attended? What was the worst?
My favourite event was the FÍS TV Summit 2023 in Galway, where I got to ask writer-director, Mike Flanagan, in-depth questions about his process. And later chat shop about all things horror over drinks. He took my business card to show it to Elijah Wood, as our company was partly named in honour of his company - SpectreVision.
Q: What is your favourite book, band and film?
I’m a terrible reader compared to child-me, but Kurt Vonnegut would be my current literature crush.
Q: What was the worst job you had as a student? What was the best one you had?
Oh, easy - and they’re the same project. And I made the whole project with my co-founder, Jack Quinn.
In a July when we were 19, we produced 37 videos in 30 days, in nearly every single county in Ireland. For a poet and a comedian, who performed in people’s living rooms. To a small audience - and an even smaller online audience.
We got most of our sleep in the backseat of a tiny car before every event. Filming took us to freezing rooms, damp forests, and sweltering tents. At one point, we collectively decided to cut sugar from our diets as a challenge, leading to a period of mutual misery and snappiness.
We were only paid €1,000 each.
Yet, it was super fun.
Q: If you could give advice to your 18-year-old self, what would be it be?
I'd emphasise the importance of realising that film school is preparing you to be a filmmaker, not necessarily a financially sustainable adult. And, network - network - network!
