In Episode 107 of Creatives Grab Coffee, host Dario Nouri-Nejad sits down with N’tchidjè Doumbia, co-founder of Great Things Studios, a Montreal-based production company known for evolving from music videos to corporate work—and later into high-demand live medical productions.
With Kyrill away on vacation, this episode becomes an in-depth two-person discussion about reinvention, creative business systems, and how to stay competitive in an industry being reshaped by AI, SEO, and changing client expectations.
Watch the episode here:
🎧 Spotify: Listen on Spotify
🎧 Apple Podcasts:Listen on Apple Podcasts
From Rapper to Studio Owner: Ntchi’s Origin Story
Before entering video production, Ntchi was a rapper and sound engineer, running a home studio with his business partner John. They recorded and mixed for both local and international artists, and eventually clients began asking for music videos.
One “yes” later, he bought a used JVC HD100 on eBay—and Great Things Studios took its first step into filmmaking.
Transitioning From Music Videos to Corporate Video Production
By 2014, music videos were no longer a sustainable business model in Montreal.
Corporate work offered:
- better budgets
- recurring clients
- long-term stability
- strategic partnerships
This transition mirrors the early years of Lapse Productions, which also began shifting into corporate video around the same time.
If you’re new to the world of corporate work, you can explore:
The Pandemic Crash — and the Pivot That Saved Their Business
When COVID hit, Great Things Studios lost 90% of its business in 30 days.
But one unexpected lead changed everything:
A medical organization needed live production support.
Even with minimal experience, Ntchi and his team committed to learning:
- live switching
- multi-camera workflows
- PTZ operation
- on-the-fly color grading
- IP-based setups
This pivot doubled their revenue from 2020–2023, ultimately reshaping their niche:
60% of their revenue now comes from medical video production.
Because live production overlaps heavily with events, this also ties into traditional event video production disciplines.
It’s a powerful example of adapting quickly—one of the recurring themes guests share on the Creatives Grab Coffee podcast.
SEO, Mindset, and the Power of Continuous Improvement
Dario shares how Creatives Grab Coffee helped transform Lapse Productions’ business by exposing gaps in systems, operations, and positioning.
A major turning point was embracing SEO, which helped Lapse climb from page 55 to page 1 for video production Toronto—a highly competitive search term.
For listeners wanting to improve discoverability, the episode dives into:
- on-page optimization
- content strategy
- diversifying traffic sources
- how Google’s “zero-click” direction is changing search
Helpful related resources:
Farmers vs. Closers — A Sales Framework for Creative Entrepreneurs
One of the most insightful concepts discussed is the difference between:
The Farmer
Cold outreach, door-kicking, outbound sales, high rejection tolerance.
The Closer
Once the prospect is on a call, the closer:
- diagnoses business problems
- recommends the correct type of video
- connects content to ROI
Ntchi closes around 30% of leads who make it to a call—an unusually strong rate in the production industry.
Both he and Dario emphasize:
Most clients ask for the wrong video.
Your job is to uncover the real need.
These articles pair well with the topic:
AI, Automation & The Future of Video Production
The conversation explores how AI is reshaping:
- search engines
- client discovery
- video creation
- AV and live events
- staffing and crew needs
- the overall pace of industry change
Rather than fear the disruption, both hosts talk about integrating new tools while focusing on offerings AI cannot replicate—such as on-site production, storytelling, and real-world event coverage.
For deeper insight, check out:
You can also explore more industry discussions on the Creatives Grab Coffee blog.
Final Thoughts
Episode 107 is a deep dive into resilience, strategic reinvention, and the systems required to build a profitable creative business in 2025.
If you want real, actionable insights from people actively running production companies—not theorists—this is an episode you’ll want to take notes on.
Key Takeaways:
- Building a scalable studio requires structure, not just creativity.
- Strong client relationships are your most valuable business asset.
- Leadership means trusting your team and protecting creative integrity.
- Knowing when to say no is crucial for brand longevity.
- The Montreal video scene is diversifying fast, offering global opportunity.
About the Guest
N’tchidjè Doumbia – Founder & Creative Director, Great Things Studios 📍 Based in Montreal, Canada
About the Hosts
Creatives Grab Coffee is hosted by Dario Nouri and Kyrill Lazarov, co-founders of Lapse Productions — a top video production company in Toronto helping businesses create cinematic content that drives results.
