Documentary sheds light on successful minority-owned businesses

by KELLI FONTENOT
Published September 1 in The Heights Observer
If a documentary’s story is not worth telling, flashy cinematography and dramatic music won’t overcome an audience’s lack of interest, according to Tim Gaydos, a videographer for a new documentary by local filmmaking group Educo Films.
In this case, Gaydos said, the subject matter speaks for itself.
The 30-minute documentary, a concept developed by the company’s producer, Stephon J. Davis, aims to educate viewers about how to support and create successful African American-owned businesses in the Cleveland Heights area.
“I found a lot of times I was standing there with the camera, listening in, and I forgot I was there filming it,” Gaydos said. “I got sucked into what they’re saying because it’s so interesting. The point they’re making and discussing is so valuable. It comes across very well in terms of engaging the audience.”
The film company takes its name from a Latin word meaning “to draw forth or bring out.” Davis said that definition echoes the goal of the new documentary, “Creating Successful Black Owned Businesses.”
Davis has explored many avenues of film production, from acting, to producing commercials, to shooting music videos and short films. Today, his efforts are focused on enlightening local entrepreneurs.
“Creating a successful minority business is not an easy task,” he explains, adding that statistics show blacks own only five percent of U.S. businesses and receive less than 0.5 percent of the revenue. “They’re failing at a higher rate. This documentary focuses on people who can shed more light on the inner workings of a successful minority business.”
The film features local entrepreneurs including Darian Tucker, a graphic designer in the Cleveland area; Cleveland State University’s Dr. Michael Williams, head of the black studies department; Mike Pruitt, who owns a Honda dealership; and Bob Lanier, of the Black Pages–a directory of black-owned businesses. Viewers will learn how they got started and how they do their work.
Using professional cameras, lighting, Sennheiser microphones and what Davis deemed a “standard, but cinematic” approach, Educo Films shot on location at more than seven businesses.
Some of the professionals in the documentary are struggling against chain stores and larger operations, Gaydos said. The film not only addresses why there aren’t more companies run by black men and women in Cleveland, but also what individuals within the community can do to help facilitate a more welcoming environment for them, he explained.
“It’s easy to pretend that these problems don’t exist, especially in the area where you live,” Gaydos said. “It’s a very local project to show people that even within their own community, there’s this problem, but it’s certainly a problem that we can solve. It’s saying, ‘There’s a way to fix this, and it won’t be fixed by people sitting passively and complaining about why they’re not getting their fair share.’ It’s about getting out there and making the changes for yourself.”
Another goal of the film, according to producer Jerome Brown, is to share insight with students at high schools, colleges and career centers. Within the next month or so, Davis is also hoping to post clips of the documentary on websites, such as Facebook, YouTube and Vimeo, with physical copies of the 30-minute TV version and an extended director’s cut also being sold for between $15 and $20.
Brown, who helped find and arrange interviews with the subjects of the documentary, said the stories within are both educational and inspiring.
“One of the interviews is with a man who worked for a printing company for some time,” Brown remembered. “The guy who owned the company wanted to retire and sell the business. And this man, instead of saying he wanted to move on and find another job, he went in and tried to find a way to own the company. He talked to the owner, and talked to the right people, made some connections, and in the end, he bought the company himself.”
Such a transaction might intimidate young entrepreneurs, Brown said, but with small payments and dedication, it is possible. “That’s a great message to send out to people,” Brown said.
Brown added that starting a business can be challenging to people who lack experience, knowledge and even knowing who he calls “the right people.”
“We’ve talked to people who’ve somehow found the path to get to where they want to be, and they’re successful or on their way to success,” Brown said. “It’s just something you don’t hear about on a regular basis, and we wanted to shine a little spotlight on them.”
The main goal of the documentary, Davis said, is to encourage young people to see the potential of such businesses and see what it takes to make it.
Davis said, “If even one person saw it and it awakened something in them either as a consumer, to support minority businesses more; as a contract provider, to consider a minority business more than they have; or as a business owner or potential owner, to realize the importance of providing excellent service, employing those in the community and learning ways to better structure and do business for maximum service and profits, then it was very well worth it. Because at the end of the day, that is what it is all about, making a difference in the world.”