Vitalijs Osipenko: Creating Content with Artistry

It's a weird time for internet content and the people creating that content. On the one hand, this content can be extremely valuable, and creators who have earned especially large audiences can grab the attention of brands, advertisers, and even entertainment industry professionals. 

That last bit is great news for creators, because in years past, entertainment industry institutions hadn't really made any inroads into internet content. These two worlds felt completely separate for a long time, but that's changing in a big way. 

Now, content creation isn't just for eccentric individuals who like talking into the camera, although you'll still find plenty of eccentricity on social media. Young writers, artists, and filmmakers understand just how big a deal it can be to make an impact with their work online. For some, online success can quickly translate to long-term career success.

That's the best-case scenario, of course. The elephant lurking in the corner during any discussion of content creation tips and best practices is the sheer amount of competition. 

The internet hasn't been even remotely niche for over a decade now, and there are literally millions of people trying to do what we were just talking about: standing out online. It's inevitable that not everyone can find success. 

"Content can be forgettable, but it’s really your personality that serves as your unique selling point. You have to be memorable, unique, have your own niche, and, of course, be entertaining. Otherwise, you’re just going to get lost in the sea of other artists and creators." 

That's Vitalijs Osipenko, a highly successful producer, multimedia artist, and content creator who recently joined me here at Hollywood Dynamics for a chat about content creation. 

Osipenko creates art that's designed to get people thinking about the issues of our time, the parts of our society that desperately require attention and action. 

That probably sounds pretty serious, but in our opinion, his work strikes an impressive balance between idealistic goals and, well, entertainment and energy. 

Much of his work could be classified as experimental, but there are also plenty of grounding elements to keep audiences engaged, namely bold fashion choices and innovative editing techniques. Osipenko knows that artists need to grab and maintain attention as best they can, so his work avoids getting bogged down in self-seriousness. 

"Social media is an amazing tool to further your career in the entertainment industry, but it’s important to realize that it’s also oversaturated. Our attention spans are only getting shorter." 

He's only 25 years old, but Osipenko has established an impressive reputation for himself in contemporary entertainment, and to be honest, it was also just a lot of fun talking with him about the current state of content creation for social media and what an incredible tool it can be for artists. 

So here's how we're going to do this: first, I'll share Osipenko's take on some of the most important things a creator needs to think about when they're trying to make a name for themselves as content creators, and after that, I'll move on to the artistry component and the big-picture goals for a creator's career and what it can lead to. 

Baby steps 

I've already talked about Osipenko's social media success, but how did he get where he is today? Content oversaturation is very real, and it doesn't take much for a viewer to click away. 

But fear not, fledgling creators! Osipenko offered some very tangible advice specifically for artists like you who are wondering how to get the ball rolling. 

Focusing on these tangible aspects can give you clear goals while also removing some of the big-picture anxiety that comes into play when you start questioning purpose and motivation. 

Branding 

Most people know what branding is, but knowing how to establish successful branding is another thing entirely. 

Trying too hard can give the wrong impression (more on authenticity soon), and a lack of branding can hurt audience growth and loyalty. 

Osipenko's solution? Staying consistent right here and now. 

"My key rule is to be consistent when it comes to branding. Unless you're a well-established creator or artist, you should stick to what you already have and make that amazing!"

So instead of thinking about what your social media presence could be like at some point in an ideal future, pay closer attention to what you're already offering to audiences. 

What stands out about you and your content specifically? You can even ask friends for their thoughts, since an outside perspective can be invaluable if you've been too caught up in your own thoughts. 

These standout qualities of you and your work should be the core of your branding. 

Find your people 

Next up is the topic of the actual contents of your content. In other words, what are you creating content about? 

Like branding, this is another area where you need to find just the right spot. Covering too large a variety of subjects could confuse audiences and even disrupt the branding that you've worked so hard on. 

In Osipenko's view, it's best to err on the side of specificity. Find a specific subject or a small group of subjects that you'd like to cover, something you're passionate about. 

"Find your niche and work within that niche. Establish a reputation within that community first, use it as your trampoline, and then branch out from there!" 

As the internet has taught us all, there's a community for just about everything, and focusing on communities that are smaller in scale can immediately cut down on the number of competitors. 

Also, smaller communities tend to be tight-knit, so if you charm one of these communities, you could very well end up with a highly loyal fanbase of people who genuinely love engaging with your work.  

Be your own unique self 

Authenticity is a huge topic in content creation and artistic creation as a whole, and rightly so. No matter the medium, people respond positively to work and individuals that feel authentic. 

This leads us to Osipenko's last major message for creators who are just getting started. 

"Social media and the film industry both require you to have your own unique voice or presence. It’s kind of funny though because, although you can attempt to manufacture authenticity, audiences usually see right through it. Just be yourself, everyone else is taken. We all have something unique to offer to the game. Focus on that." 

It can be tempting, especially for young creators, to imitate successful work from professional creators they admire. But that's a very dangerous game, and imitation can distract from paying attention to who you are and what you have to offer. 

When you look at one of your posts, one of your videos, do you feel like it's an accurate reflection of who you are and what you care about? 

And now it's time to look at who Osipenko is and what he cares about, because it's inseparable from his work. 

Making a difference 

Regardless of our political or philosophical orientations, I think we all have the desire to have a positive impact on the world around us. 

On a micro level, that's something we can do in our everyday lives by helping those around us and sharing our passions. 

But to influence change on a macro level, you need some kind of platform. For professional creators like Osipenko, social media and the entertainment industry provide that platform, offering opportunities to communicate with thousands, hundreds of thousands, or even millions of people. 

Having that kind of audience isn't something Osipenko takes lightly. There's a sense of responsibility behind his work, one that he describes here: 

"As an artist, all I want to do is make people think and reflect on our society today. That’s it. I just want to be able to contribute to different kinds of conversations in my own way. I think that’s something all artists want, you know? We just want to be heard, appreciated, and share our vision with the world." 

Every piece is a chance to contribute to these important conversations, and when I asked Osipenko to name one of his projects that felt representative of his goals as an artist, he told me about a one-minute-long experimental short film titled Political Pride.  

The piece was filmed across numerous Black Lives Matter protests all over California back in 2020. 

"It was the beginning of me exploring the new ultra-short format, which is something I'm very interested in today. It was also very provocative and in your face, which is something I had wanted to do for the longest time. I was essentially myself in it: an unleashed artist suffering with an overflow of emotions." 

Shot and edited entirely on Osipenko's iPhone, a la the Sean Baker film Tangerine, Political Pride did indeed have an impact, being selected for inclusion in Minute Madness Toronto 2021 as well as the Manhattan Neighborhood Network.   

"Political Pride was weird, raw, and provocative, and I loved it because of how unconventional it was. I would definitely say it represents a lot of my goals as an artist, especially my desire to be more daring." 

Integrating personal convictions 

Talking about Political Pride and Osipenko's artistic motivations brought up an interesting question: is it possible for an artist to separate their personal convictions from their work. 

At least in reference to his own work, the answer seems to be no. 

"I definitely feel like my political, social, or any other convictions make up who I am, so I'm not necessarily sure if it’s fully possible to separate your convictions from your work. The two feed off of each other. That's just how it works." 

This ties right back into Osipenko's analysis of how creators can establish a distinctive presence through their work.

Everyone has their passions, their convictions, and their own special skills. Sharing them is a big part of the joy of creation, part of the joy that comes from sharing your work with the world.  

No matter your motivations, audiences can tell when you're satisfied with what you're doing. Even if the goal is only to entertain, passion and authenticity are rewarded, and for creators willing to adapt, evolve, and work hard, this earnest content can lead to a dream career, one where you can put all of who you are into your work every single day.