Degrassi, CTV’s Olympics Broadcast, Queer as Folk, what do all these different programs have in common? instinct entertainment and communications inc., the talented firm responsible for much, if not all, of the accompanying music. When it comes to finding music to fit a particular production, they are amongst the best in Canada.
The founder, Michael A. Perlmutter, is a seasoned veteran of the entertainment industry with a wide range of experiences. Now as an entrepreneur, he has paved the way for his own explosion onto the Canadian entertainment scene.
The instinct Story
instinct is a highly successful company which works on the creative side of the film and television industry. instinct oversees music selections for filmed productions, such as films, TV series, commercials, and documentaries, finding the songs and then negotiating the rights for use and handling all contract and administration work. In addition, the instinct team is composed of creative managers that work on various industry projects. instinct is also a TV producer, creating meaningful and unique properties for Canadian and international audiences.
The success of instinct can be credited to Michael, a Toronto native, who founded the company in 2006. Michael has worked for 19 years in the entertainment industry, in advertising, music publishing, artist management, and in a full-service entertainment company, before deciding to create his own company based on his creative goals and desires. With very few people in the field of Music Supervision for filmed productions, and his desire for creative expression, Michael found a perfect opportunity to create instinct.
Michael has worked on projects that have been aired on CBS, HBO, CTV, Cartoon Network, CBC, Global, Bravo, and Super Channel, and films that have been released by Alliance and eOne, among others. A unique music event that was co-created and co-financed by Michael, The Side Street Project, is currently airing on Super Channel in Canada.
(Feature Film "A Beginner's Guide to Endings", Michael was Music Supervisor)
My goal is to engage and create while sustaining a comfortable lifestyle.
What inspired you to start your business?
The freedom to create, manage and produce my own projects on my own time while being able to maintain my core business of Music Supervision and industry consultation. I left a company after 8 years to focus my energies on my 15 ideas I had on paper and also hoping for a funding deal with a US company that would help my endeavours. The spark of new ideas and their potential excites and charges me. I needed the freedom to expand my mind and my world and being an entrepreneur has allowed me these freedoms.
Where did your business seed capital come from and how did you go about getting it?
My first client. I had about $10,000 saved up and I worked at home for 7 months until I built up my client base and then rented some space at a client’s office. So, no real seed capital. My relationships and reputation were my ‘seed capital’.
Tell us about your services.
The core service of my company is the creative and business service of Music Supervision. And the core product, dare I say, is me. Though not a good self-promoter, it’s what drives my business. I am re-hired constantly by past clients for their new productions. I have a superb right-hand man coordinator and interns who keep the wheels turning. In addition, through word-of-mouth, I work for various projects as a creative manager/consultant/producer.
Our business is based on unique taste in music and great relationships with artists, managers, record labels and music publishers of all shapes and sizes from around the world. We also hope that our creative ideas, TV shows and other ideas, will gain some traction with industry people who can champion them to the next level. Producers/companies of filmed productions are our clients and the music industry is our resource
What makes your services unique?
Our personal approach. We care about business and love what we do. We work when we need to – the day of the week is irrelevant. Dedication and pride is our philosophy. And our honesty – we’ll tell our clients what we think about certain potential decisions and also about what is possible and impossible. We can also get a very quick ‘no’ (for use of a song in a show) which can help speed things up and take us down a different, more productive path.
Our hard work, knowledge and detailed documents are appreciated by our producers who are our clients. After 14 years, I have developed superb relationships with a large network of industry people around the world. We are strong negotiators, and find the right song for the ‘scene’ using our creativity and resourcefulness.
(On set of "The Side Street Project", Michael is Producer)
Success is defined by passion.
How do you keep your staff motivated and engaged?
As we are only 2 people, I rely also on interns. My coordinator was hired from a music business/arts school in Toronto, as an intern, and subsequently I offered him a full-time job. I pay my interns a nominal, daily fee. I hired my co-ordinator because of his passion and desire to be in this game. Over two years later, he is still a passionate contributor to the company.
Since there are only two of us, we need to be on top of our business day and night and treat it like a “ma ‘n pa” shop…which it is! We love what we do, plain and simple. The motivation is to stay afloat in this precarious industry. There are many events, concerts and film screenings we get to attend and these perks are part of our lifestyle choice. It’s an attractive part of our business if you love the arts. To be successful in our industry and also in our niche, competitive sector, you have to create a successful network of people and create a lifestyle in our world. These events are natural ways of meeting the people with whom we do business.
How did you brand your business and market it?
Instinct. Sixth sense. I liked the concept – I believe we all possess it and we can all follow it if we dig deep and be truthful. People have responded to it. A former girlfriend helped me design our logo and look. I had created a logo many years before the formal launch of instinct (for some other freelance work I was doing). I used a fairly straightforward font and lower case letters to remain understated. I believe in our branding and our message. We launched a website last year and a blog, and are quickly working our way into social media. Check out instinctentertainment.ca!
Could you give a brief description of your biggest success so far?
“Queer As Folk” TV Series: While at a different company, we worked for 5 seasons and, through 82 episodes, we placed 1,000 songs and had creative freedom to choose almost any song because the music budget for the show was generous. We produced 5 soundtracks (one for each season) and they sold over 300,000 CD’s. Though it was not an “instinct” contract, I landed it and was the main cog in the wheel.
("The Side Street Project", Michael is Producer)
I needed the freedom to expand my mind and my world and being an entrepreneur has allowed me these freedoms.
“The Side Street Project”: A separate business partner and I financed a unique music event that we edited into a TV show. It currently airs on Super Channel (as of this writing, February, 2011). There is no other show like it, on air or online, and we believe in the artistic vision and the concept. We put 3 bands on one stage and watch them collaborate on cover songs. Three Bands. One Stage. Anything Can Happen.
It is our passion and we want to create 1,000 of these shows. We believe there is a huge market for this type of show.
“CTV Olympics 2010” TV Broadcast: We found the songs that played at the end of the broadcasts on each of the 16 nights (English and French Canada) during the 2 minute highlight reel. We went through an open call for submission from across the country and chose about 30 songs.
Other major milestones reached recently:
("Degrassi", where Michael is Music Supervisor)
Invest your time and energy in experiences that will educate you, help you network and make you a smarter person.
We are wrapping up our 5th season of the hit TV show Degrassi and about to start our 6th! Degrassi is entering its 11th in its ‘newer’ incarnation. The show airs in over 150 countries and is still receiving rave reviews from around the world. We are very proud of the style and subject matter the show provides to teens.
We are creating a business plan for the next three years to help raise some funds for some projects. This is a milestone because we can now think about both our professional and personal future goals.
Do you have plans to expand to new markets/products?
instinct would like to create filmed productions – for TV, online etc. – and be an owner of content. Content is king and is required by ALL media, terrestrial or otherwise. We’d like to create some strategic alliances with funders and complementary companies like branding companies, production companies and sponsorship companies who believe in our ideas.
What are your goals as an entrepreneur?
To live a balanced life, creatively and economically. My goal is to engage and create while sustaining a comfortable lifestyle.
How do you define success?
Success is defined by passion. If you are passionate about what you do, you can live a fulfilled life and financial rewards will follow. This will allow you to live a balanced life, creatively and economically. And giving back to your community, at any time, is an important way to pay it forward to give others an opportunity in their life or to add to an organization’s work.
To what do you most attribute your success?
Following my passion. The support of friends, colleagues and family. I have been fortunate in my life to have been exposed to great education, travel and a myriad of life experiences. Though it took a bit of time to hone in on my vision, I did it and was encouraged by those closest to me. It’s also important to work well with clients and resources to enable relationships to grow and be able to work with everyone more than once.
(From the feature film "High Life", Michael was Music Supervisor)
The spark of new ideas and their potential excite and charge me.
What three pieces of advice would you give to others who want to become entrepreneurs?
- Follow your passion – no compromises
- Intern somewhere to gain valuable experience
- Invest your time and energy in experiences that will educate you, help you network and make you a smarter person. Use your instincts.
If you were to recommend a book or movie to a young entrepreneur, what would it be?
There is a company called ‘Strategic Coach’ that offers a lifetime focusing structure and process that helps entrepreneurs at various levels of income. The course is only 4 full days, one per quarter, but the tools are incredible. You have to have an income of a certain level to be accepted but it is an incredibly wise investment.
For a film, watch any Michael Moore movie. He attacks his subjects with amazing passion and also on his terms. It’s inspiring to see someone follow his beliefs and philosophies and do something superb with it.
How has being an entrepreneur affected your life?
It has given me the freedom to pursue my creative endeavours. As an entrepreneur, you are always thinking about your business and how you can improve, grow etc. so in that sense, it’s a 24/7 commitment, for better or worse… but by my choice. Every person becomes a potential contact and/or partner, friend or associate.
It can have an effect on your personal life since you are so committed to your company that some of your free time may be compromised, but you can set boundaries. If an issue arises, then you will most likely have to deal with it. Though you may have superb folks to deal with issues, I think ultimately the decisions are yours to make. So, sleep may come at a premium at times.
What is the best part of owning a business?
It is yours to create your own rules, timetables and manage your business and people with your philosophies and guidelines. You have the freedom to be creative, in any part of your business.
If you had the chance to start over again, what would you do differently?
I would have started in the business at 18 years old, interned and found my passion earlier. But everyone is on a different timetable. I think I’d learn how to play an instrument – it would have helped me in 100 ways with my job! It would be great to be proficient at an instrument at my age…
(On set of "The Side Street Project", Michael is Producer)
Giving back to your community, at any time, is an important way to pay it forward to give others an opportunity in their life.
The Instinct for Success
By tapping into his passion for music and his savvy of the entertainment industry, Michael has created instinct. Filling a specialized need in the industry, instinct is sure to see more success as it works on various projects for film and television.
Click the following for more information on instinct entertainment and communications inc.
