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Sunjay Singh, Director, Life Media UK

After creating a documentary with a friend, Sunjay Singh quickly found himself on television and winning government funding and an award. Sunjay talks to The Industry Leaders about how this lit the touchpaper for an entrepreneurial journey and how his business successfully pivoted during Covid.

How did you end up sitting where you are today?

My business partner and I made a documentary in partnership with the UK Youth Parliament. We ended up getting a lot of traction and received funding from South Glos Council and ITV Fixers' help. It was all about how extremism affects young people.

With the UK Youth Parliament's help, we created lesson packs which were distributed throughout schools in the South West. We ended up on ITV West and won an award. At the end, Will and I basically looked at each other and said, ''That was fun, shall we start a business?'', so we did!

What kind of work does your role involve?

My primary role is sales and marketing. So I'm in sales meetings, prospecting, talking with clients, posting on LinkedIn, and networking. But I also manage a team of 6 and get involved with creative ideas, helping plan video strategies for my clients.

What gets you excited about your industry?

I love the way video allows businesses to humanise their brand, communicate their passion and create more exciting and engaging content than ever before. I love how widely adopted video has become and how experimental brands are becoming when it comes to creating content. We also help a lot of our clients with personalised video messaging and using deep video analytics. That's the future, and it's already taking hold, which is thrilling.

What's the best advice anyone ever gave you?

That's too tough of a question! There are loads, but some of my favourites include;

''If you think a professional is expensive, try an amateur.''

''The most expensive advice you can get is the free advice from family and friends.''

"Where to focus: For the beginner, execution. For the intermediate, strategy. For the expert, mindset.''

But my all-time favourite is: ''The story you tell yourself will shape your reality.'' We all have a narrative running in our head, and it really does affect how we see the world, our behaviours, our beliefs, what we can and can't achieve. It all starts with the story we are telling ourselves. Master that story, and you master your reality!

What, or who inspires you?

My Mother for her compassion. My Dad for his work ethic. My Grandad for his courage. My mentor for helping me see what's possible.

I also love the idea that on an atomic level, we are genuinely made of stardust. Billions of years ago, a star exploded, spilling its insides across the universe, and those atoms are the same atoms that make up everything here on Earth. The atoms in our right hand came from a different star to the atoms in our left hands. We are literally part of the fabric of the universe, and I think that's the most beautiful fact of life.

How do you keep up to speed with what's happening in your industry?

Youtube, Social media, watching a lot of adverts, Reddit, listening to business owners and marketers and keeping an open mind on everything.

What was the most challenging project or situation you've overcome?

The start of COVID really sucked. About 75% of our projected income over the next 3 months evaporated in about 4 hours. People that owed us money couldn't pay. Clients about to place deposits obviously just stopped. We couldn't film, which of course is our main source of income. So that was a true test of mental grit.

We were very lucky, though. Someone always has something to sell, and that means they need a way to communicate with clients. Right now, video is THE way to communicate in the digital world, so from about June, we started to boom. We switched to animations and just started running at full speed. Thankful to say we ended up having the best 6 months in our 9-year history.

You finish work today and step outside the office to find a lottery ticket that ends up winning $10 million. What would you do?

I'd help my parents get financially free. Then I'd invest most of it to make sure I never really had to work again. And then I'd book holidays and experiences for the future. Then I'd get back to work.

How do you switch off after a day at work?

I spend time with my girlfriend; we cook and eat wonderfully delicious food. I like to drink nice whiskey, read a lot, and laugh A LOT. I also meditate, and I make time for my friends and family.

If you had one wish for the future of your industry, what would it be?

Just for it to keep growing and keep diversifying!

What book or podcast should everyone know about?

How should people connect with you?

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