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Meet Miranda ADEkoje, Darrus Sands and Noah Christofer of Beyond MEASURE Productions in Dorchester

Today we’d like to introduce you to Miranda ADEkoje, Darrus Sands and Noah Christofer.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
After graduating from DePaul University with a degree in digital cinema, I joined Pat Wimp, a classmate of mine, as DP/Cinematographer of FOUR – a short film he was producing and directing. The film featured international locations and needed a lead actress for Paris. My sister, Miranda Adekoje, had just completed her actor training in London and was cast and that short film marked the first of many projects we’d work on together.

When I returned from Europe my cousin Logan Jones encouraged me to begin my own company. As former student-athletes, we had a great network of hard-working, disciplined and talented individuals who could all contribute to a company. It was in that early discussion that Beyond MEASURE Productions was born.

Since 2009, we’ve produced projects across a variety of visual mediums including promo spots, short films, narrative features, commercial spots and web videos. We pride ourselves on hiring young talent and offer paid opportunities to work in production and learn in a hands-on environment.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Creating a business will forever be rewarding and frightening at the same time. We believe in learning from our experiences, whether good or bad and making sure we protect ourselves and the brand whenever there is a decision that needs to be made. Some of the obstacles we’ve faced in building a credible service is hiring or contracting artist who believe and create in a similar manner that has been developed by the company. Finding new ways to market and find new business has had its challenges, but we’re learning that the work and brand usually sell for themselves. We’ve learned that patience is the key when finding new business, because every opportunity isn’t necessarily the right opportunity for you.

So let’s switch gears a bit and go into the Beyond MEASURE Productions story. Tell us more about the business.
We are a full-service production company that specializes in brand storytelling. We’re known for our Webflix – web video content that has the creative chops and production quality of ‘Netflix’ programming – and the cinematic eye we bring to promotional, narrative and documentary style projects. The majority of our clients seek to increase engagement and brand awareness and we craft their video strategy in accordance with their marketing goals.

We are most proud of our ability to provide paid jobs in the production business to young people and local artists who don’t otherwise have the opportunity to learn the business in a paid context. We are also proud of our creative partnership with major Boston-based organizations including the Boston Celtics, the Boston Redsox, the Ray of Hope Foundation and the Boston Public Health Commission.

We are unique in the Massachusetts market in that we are a homegrown, minority-owned business. Our experience as Bostonians and people of color provide us a unique voice and eye for visual media that speaks to a diverse audience.

Has luck played a meaningful role in your life and business?
We don’t believe in luck. We’ve created content and a brand that will find the opportunities necessary for us to grow and continue to impress our audiences. I am replace luck with time… Timing is everything!

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