Access vs. Ownership — No Filmmaker Will Own a Camera in the Future...

Bringing stories to life… when it all comes down to it, that’s what it’s all about right? That’s the cornerstone of filmmaking and photography.

Being a creator is tightly connected to having the right gear for each project. Sadly, this is becoming more difficult as the gear we use is being upgraded at the speed of light.

While new technology is great, this pace of change comes with a few problems. First of all, there’s the whole environmental issue. We’re all buying new stuff and throwing away what we deem ‘old stuff’, I doubt I need to go into this too much, I’ll let good old Greta Thunberg fill you in.

There’s also the economic angle. Unless you have access to Bill Gates bank account, I’m pretty sure it’s next to impossible to constantly buy the newest gear on the market.

This is why we believe that the future of cinematography will be access-based consumption, as opposed to individual ownership of hyper-expensive, quickly-“outdated” tech.

Sound unlikely? Sure, we were skeptical at first too.

So, we did some research. We compared our marketplace to the car leasing market. Cars are expensive products and they keep developing new models – sound familiar?

The car leasing market hit 7.9 million units in 2019 with projections of doubling by 2023. No need for a calculator to know that’s a serious number of cars being leased in 2023.  It’s only a matter of time before the creative industry follows. I’m not saying that buying a camera will be the same as buying a car, however, there is a strong case for camera companies to follow in it’s footprints, or should I say tyre tracks?

Just follow me for a second, I’ll tell you why.

Video is booming

Every company, institution, and individual has a story to tell – yes, everyone! To add to this, is the fact that video is by far the preferred format for consumers.

Statistics show that video marketing is the top tool in conquering any market. 5 billion videos are watched on Youtube every day and businesses that use video, grow revenue 49% faster than those that don’t. So, if you haven’t thought about including video in your business strategy, it could be a good idea to start doing it, no, scratch that – do it now!

Video is booming; before long, every company will be a media company.

Whether you’re part of a production company or you’re just getting started, rest assured this trend works in your favour. There is a demand for a higher amount of digital content than ever before, and who better to meet that demand than you?

Every company should be able to deliver great video content. This might come as a shock, but to create video content, they’ll likely need to recruit creators and video production equipment (I know, mind-blowing stuff).This is where you come in (yay!).

Stay up to date

Technology is evolving at such a rapid pace that it is difficult to keep up. This applies massively to filmmaking too — technological advancements have propelled the film industry through: autonomous drone cameras, 3D printing, 4K, 3D cameras, and a whole lot more.

Technological development knocks out “old” video and photography gear, and current equipment access solutions call for greater flexibility.

When I say knock out – I mean a knock-out. You know an Ali-taking-down-Frazier-knock-out kind of situation.

When it comes to flexibility, current options fail to deliver. Most equipment access options bind creators to lengthy financing plans. This becomes a big problem when gear becomes outdated so quickly.

This leaves you having to spend a lot of money regularly, just to have the latest and greatest gear. This is both wasteful and for an overwhelming majority, unaffordable. We believe circular-lending can fix this. Use gear, rent it out, rinse and repeat.

Creators tell their stories using equipment that is a fit for each project. Gear is a means to an end, not the focus. Equipment should enable not hinder and lack of access is a massive blocker. Each story should benefit from the best gear on the market every time!

Here Now Films

Sharing is caring

The sharing economy is flourishing — it’s projected to grow from $15 billion in 2014 to $335 billion in 2025.

Not only is the sharing economy a way to access the latest and most suitable gear, it also represents a more considerate attitude — not just environmentally, but also through helping out other creators.

The sharing economy makes expensive goods affordable, and enables more responsible and greener productions.

The sharing economy is booming, and it’s making expensive camera equipment more accessible. This enables more responsible and greener film and video productions. But more than that, it is contributing towards a greater scope of stories being told by a greater diversity of creators.

Access to the right equipment should never be a boundary to creation – we’re taught to read and write at a young age which is great. I appreciate pen and paper doesn’t carry a camera price tag – but we wouldn’t dream of preventing someone from writing – nor should we limit someone’s ability to create.

The sharing economy adds to the filmmaking industry through facilitating collaboration. The network of creators becomes stronger, individuals are given the opportunity to evolve and creative productions turn into even better stories.

Renting with Wedio

Summing up

Having all these changes within the society in mind, there’s one question popping up regarding access vs. owning when considering professional filmmaking and photographic gear. Isn’t it way simpler, cheaper, and more accessible to rent instead of to own?

Tomorrow no creator needs to own gear.

To meet the needs of tomorrow, we are growing our camera-sharing community. We want our members to have every opportunity to lend and rent the gear they need. We also allow them to access gear through Wedio Subscription, a service that provides access to professional film equipment for a monthly fee.

Join the access movement and help keep great stories alive. Available in Denmark, Berlin, Amsterdam, and London.

About the instructors

Need a recap? Here's an infographic to help you.

Popular listings for rentals