Today we’d like to introduce you to Dale Falk Jr.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Connections are created in a variety of formats. As an individual, I’ve always felt very connected to people, places, and understanding how the two engage with each other. Growing up, I was introduced to National Geographic by my grandmother and then proceeded to fall in love with the stories shared and the images shown.
Flash forward to high school, I joined the weekly news production team and developed the actual skills needed to share the stories I loved too. College was a true “learning” experience, to say the least.
Thanks to a travel baseball, being active in the community, and my school, I was able to amass a network of people that connected me in places I’d never imagine. After quitting sports, joining a fraternity, and starting an event promotion company… I traveled to UGA for a party and met the hip-hop group, Nappy Roots.
Friendship ensued and so, did business. I helped with booking the group as well as a variety of other talents at campuses around the United States. After a long day at a music video shoot, the guys took me to a recording studio for a session. Immediately, I knew that TreeSound Studios was a place I wanted to be and grow.
I was extended a job offer the first night and stayed working directly under senior management for over three years. I developed social media management systems, oversight with sponsorships for events, as well as, talent development and artist relations. I knew that entertainment was where I wanted to hang my hat professionally.
Forever grateful for the opportunities and relationships built, I left the studio to create a media company of my own, with a focus on video production. My business partner, Jerry Meisner and myself, created Network Frequency, LLC which we branded “NETFREQtv” due to the domain being available.
We wanted to create an online platform for users to engage with live entertainment like never before.
Unfortunately, due to a massive case of fraud thanks to a pair of local Atlanta EDM promoters, we lost a hefty portion of our initial capital investment and had to refocus from content platform to content captures.
That pivot brings us to our company today… a leader in creative services and innovation still at our core.
Next up, 2019!
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
There’s not too much about starting a small business that is smooth. Once you’ve grown revenues, have a little market share, and able to implement action through a strong team, things they will become (a tad) easier.
Most of that comes with time, but preparation helps a ton too.
Some things you can’t plan for though. For instance; college program directors calling your dreams “too big” or fraudulent promoters who are praised by the industry, and even other people’s insecurities.
“Light on your feet” is a concept I’ve kept from training with baseball.
Challenges should be looked at as a learning experience. You truly never take a loss if you’re able to accept the obstacles first, engage with focus second, and then lastly understand the outcome.
My attorney had just left her entertainment firm, so she introduced me to a friend of hers, who I still work with to this day. He’s actually Development Director for a major media company now… find meaning in everything.
These days, we’re in the position of taking other people’s content challenges and provide actionable results.
Alright – so let’s talk business. Tell us about Network Frequency – NETFREQtv – what should we know?
Creating content these days is easy. The largest media company in the world is Facebook even.
Our focus is creating digital content of the highest quality.
Personally, I work with my clients on a variety of levels within the production process, but my favorite would probably have to be pre-production. I love when clients come to me and, “how do we make this happen?” There’s honestly nothing better than being able to work with developing an idea into a working process, which produces something impactful as a final product.
As a whole, our company is known for photography and video services, with a focus on major advertising campaigns and live entertainment experiences. Check out the 360° tour of SunTrust Park at the onUp Experience at the Battery. We produced that video for the SunTrust brand, and honestly, it’s been exciting to see a company like them push the boundaries with their content.
It’s not always the visual side either that creates the experience either. Having worked at a major recording studio at the beginning of my career, I found a true appreciation for the impact of quality audio production. Mixing, mastering, scoring… it’s an absolute must for quality digital content.
For the past six years, we’ve been the content production partners with Live Nation’s Music Midtown in our backyard at Piedmont Park here in Atlanta. It’s truly my love for events, music, and video in sync as one.
One thing I’ve got to mention is my pride in our team. Specifically, one young man named Chase Waldroup, who has been with our company for over three years. It’s been exciting to see him become a leader with our clients, as well as, within our team and managing projects too. We’ve got a damn good team, and I’m proud of that.
These days, we are located at Atlanta Doppler Studios for our home base. We have an editing suite and work with a variety of partners for sound stages and sets for projects. Our community is strong in Atlanta, so one thing I will say that separates our company from everyone else… is our experience as a team.
Is there a characteristic or quality that you feel is essential to success?
Insight and energy. As lame as that probably sounds off the bat, I’d say that I do find more and more clients who are appreciative of new ideas or concepts to an old approach. That takes a lot of energy, as well as, a lot of insight into what kind of dynamic impact that quality content gives a brand or message.
A picture is worth a thousand words right? Well, what do you do when you’re working with 32k resolution 360° tour video files? (Answer: Buy more hard drives and cloud storage. All the time.)
Honestly, though, we’re probably most known for the energy we bring to the set, the stage, or the office. I love working with all kinds of clients and even with some of the major brands we’ve been able to create for, some of the most fun still comes with local business owners who just need help doing something more.
It’s about support. I’m glad to be a part of a growing community that continues to support a high standard of quality. Now, let’s just keep those films credits alive and well too!
Contact Info:
- Address: 1922 Piedmont Circle, Atlanta, Georgia
- Website: www.NETFREQtv.com
- Phone: 4047137030
- Email: Dale@netfreq.tv
Image Credit:
Tim Daust, Chase Waldroup, Alexander Parhm
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