Spotlight Sessions: Becky and Simone, Co-Founders of Lucid Juice
Today I had the absolute pleasure of interviewing two of my close friends from Brighton, who sold everything they owned to buy a camper-van and travel from London to Morocco. On the road they found their passions and today I’m talking to them about their new company, Lucid Juice, a music and video production studio.
Hello Becky and Simone, how are you this fine day?
Hello! We’re feeling joyful. Brighton is always beautiful in the sunshine, and there’s something charming about a crisp winter sun. Feeling grateful today.
What inspired lucid juice?
After travelling for 8 months in a converted campervan from London - Morocco, we saw a new perspective on the world freed from time constraints. We experienced the privilege of being full-time artists.
When we returned to the UK and re-integrated into society, it was clear the 9-5 was no longer for us. Being more comfortable with the unknown following our travels, we decided to venture out into it again and started our own business. Turns out that with a bit of courage, it’s very possible to make a living doing what you love.
“After travelling for 8 months in a converted campervan from London - Morocco, we saw a new perspective on the world freed from time constraints. We experienced the privilege of being full-time artists. ”
I decided I wanted to make a living (or more so, make a life) from my lifelong love of music, without betting on “making it” as an artist. Carving out services of bespoke composition (for ads, games, films) and utilising the many tracks I’ve written over the years into a licensable library, as well as offering sound services using the skills I’ve gained along the way (podcasts, sound design and production).
Simone, admirably decided to make a jump into video after discovering a passion shooting and editing our travel videos while on the road. In a few months, she nurtured her natural aptitude for vision, and taught herself the foundations of film, and is now shooting, directing and editing projects by herself.
Why the name lucid juice?
We learned a lot about creativity on the road. Without expectations and deliverables and distractions, we felt a loosening on the way we work. We found flow in making art for its own sake, without exterior motive, and discovered a sparkle in what we made. Everyone wins: we love the process, and equally are proud of the end product, which someone else will gain some value from.
We thought: wouldn’t it be great if all art came into the world in this way?
The etymology of Lucid is ‘to think clearly’, and Juice is in reference to creative juices!
We wanted to create a business where we can find that beautiful, timeless flow we explored on the road, and put it into all the work we do. A business where we are being valued for what we love and the process is supported as much, if not more than the end goal. Lucid Juice gets its name as a purpose and reminder behind how and why we do what we do.
How do you find running your own business vs working for others?
I find the positives are overwhelmingly in favour for running my own business.
I feel much more in control of my time meaning I can approach work with the right energy: I’m not forcing work through the wrong mood like I used to (which I believe leaves a negative imprint on what we do). I actually find that I'm much more creative at night, which is not between the hours of 9am-5pm. In that sense, working for myself is much more efficient as I choose the right time to get the best out of myself.
“I actually find that I’m much more creative at night, which is not between the hours of 9am-5pm. In that sense, working for myself is much more efficient as I choose the right time to get the best out of myself. I feel I get much more done.”
I feel I get much more done. Time is less wasted as I’m in control of whether I get paid or not, hence, I’m motivated. However, not having allocated time to work means I often work much longer hours - but I don’t mind or feel a drag because I love what I do. I’ve found real balance since working for myself. I’m eating better and exercising regularly. Carving out time to read and meditate. I used to spend two hours a day commuting in London. Now I wake up slow and run along the seafront.
Compared to working for someone else, I feel every little thing I do is feeding my baby. I’m growing hugely as I’m having to throw myself into all sorts of things instead of one defined role. I feel I receive value for the work I put in, rather than having a capped wage regardless of what I contribute. Working for myself quite literally works for me.
What kind of services do you offer, and which is your most popular?
Lucid Juice offers both sound and video services.
In our sound studio, we offer:
Bespoke Composition - music written to a brief. This could be a soundtrack to a game, a custom track for an ad, sonic branding, or music for film. This is our most popular service. We just finished the full soundtrack to Duck Life: Adventure, the next release in the popular series (which topped the app store last year!) and will be out in 2020.
Lucid Library - we have a collection of hundreds of ready-to-go tracks available for use by brands, filmmakers and other media. The songs were written by the three core members of LJ (Myself, Simone and our business partner Lizzie Massey) as well as a growing list of affiliate composers (all of which happen to be women - a rare occurrence in this industry!)
Sound Services - we also offer non-music services: recording and editing podcasts, sound design, and mixing and mastering.
In our video studio we offer:
Directing:
From writing treatments to production design we look at every creative aspect of a film before, during and after the shot.
Camera operation:
Onsite filming capturing audio and visuals for client projects.
Video editing:
Long and short-form edits with deliverables in numerous formats. Video editing will include piecing the story together whether we have filmed it or if the client has sent in their own footage to be edited by us. We also cover sound design, audio mixing, colour correction and colour grading as part of the editing service.
Visual social media content:
Footage shot on an iPhone in the form of videos, photos and boomerangs for behind the scenes content packaged and ready to be posted across social platforms.
Why is video content important for small businesses?
We are visually-oriented beings. Most of us learn and retain information through visual communication and the majority of us prefer to watch videos rather than read. Readers usually skim through written content, whilst those who watch videos, are likely to watch the entire video, making videos a powerful tool for drawing in an audience.
Short videos, up to 2 minutes in length, spark interest and hold engagement. Videos of this length can be posted on social platforms, where most users find their information, meaning most short-form videos can be watched on a mobile phone. Videos are an extremely shareable medium making video content a useful tool in promoting your business. With the evolution of technology, video is becoming the main marketing tool for small and large businesses.
How can small businesses use video to attract more clients or customers?
Video advertising is becoming more affordable and widespread and video content has the capability of going viral. This links the connection between video advertising in the form of emotionally packed creative content to gaining audience interest. There is a correlation between using video as a marketing tool and the increase in customer engagement.
“Locking customer interest, through the use of short-form videos on social media and email campaigns, can generate more click-throughs to websites. ”
Authenticity is everything so showcasing your personality in a video will allow customers to connect with your business message which creates a loyal customer base.
Products are best seen in action. If we see a product in use performing at it’s best - we are more likely to purchase that product. This differs from reading product descriptions and specifications. Product tutorial videos give more insight into how a product best performs. This works the same with explainer videos for brands
Locking customer interest, through the use of short-form videos on social media and email campaigns, can generate more click-throughs to websites. These videos can be watched in the morning and evening commute through mobile phones meaning easily digestible informative videos make a lasting impression on your audience.
Amongst your repertoire of skills, you produce podcasts, why do you think podcasts are so popular these days?
Over the years, music and sound has gone from being an activity experienced collectively, to being predominantly personal. These days, we all have own headphones with us most of the time. Commuting and working and exercising in our own little sonic bubbles. Podcasts have been a media which has aligned with the pervasiveness of personal audio. They’re conversations we can eavesdrop into, like a passive phone calls in our ears as we go about our day.
“Over the years, music and sound has gone from being an activity experienced collectively, to being predominantly personal. These days, we all have own headphones with us most of the time. Commuting and working and exercising in our own little sonic bubbles”
Stories we can immerse in, instead of our own thoughts. In recent years, apps such as Spotify make podcasts a super accessible choice. I swing between listening to music and podcasts seamlessly throughout the day.
I think people are media-saturated, with all angles striving for attention - flashing videos and endless music - podcasts provide a quieter alternative. Without the visual distraction of video, podcasts allow for real listening. I think they’re only set to grow.
Why are podcasts good for business?
Podcasts allow businesses to tell more of a story, show more personality and depth than short social media posts and website bios allow for, and perhaps to be a bit vulnerable. It’s a media which doesn’t work with sales narrative: the content has got to be real in order to resonate. For businesses with purpose, it’s a platform to explore. To have a conversation with people who are interested, and listening tentatively. As a brand touch point, there real intimacy and personal nature to podcasts. It allows businesses to truly connect with their listeners, which in turn leads to brand loyalty.
Have you been working on any podcasts recently?
We’ve recently made the music for the soon-to-be-launched Steps to Investing podcast, which will be giving people guidance along their investment journeys - both for novices, as well as those with experience.
This might be a tough one, which do you think is more effective for business, podcasts or video content?
Podcasts are great and can be listened to on the move, but in our opinion, video content packs more of a punch with sound and visuals combined as one unit.
You can find Becky and Simone online at their Lucid Juice website.
