Unveiling the World of Digital Production: A Conversation with Kirill Didenok at HSE Media Institute

On February 12, the HSE Media Institute and students welcomed a distinguished guest, Kirill Didenok, a digital producer and the brain behind DNK Music and DIDENOK TEAM communication agency, as well as a member of the academic council of the Media Communications Association.

© © Vladimir Volkov

The session proved to be an enlightening journey into the realms of digital marketing, entrepreneurship, and the evolving landscape of content creation.

The Rise of DIDENOK TEAM:

With a solid six-year presence in the market, DIDENOK TEAM has soared to new heights, boasting a lineup of over 50 exclusive bloggers and a whopping 650 million subscribers. The agency's portfolio includes collaborations with many stars, including Anton Shastun, Vlad Sokolovsky, Nikita Nagorny, Amina Tenderlybae, Katya Adushkina and Vicky Shaw. In addition, the DIDENOK TEAM's portfolio includes cases with the largest Russian and foreign industry giants: Danone, The Coca-Cola Company, Garnier, Yandex, SBERBANK, Mondelez, CASIO, Delivery Club, Rexona and many more.

Insights from Kirill Didenok:

Alexander Kupriyanov, the academic head of the Media Communications OP., set the stage for the engaging conversation with the students. Kirill, in his presentation, peeled back the layers of his career, revealing a journey that began with the emergence of social networks in 2008. He emphasized the need for adaptability and shared pivotal moments that led to the establishment of his own ventures: "In 2008, social networks just appeared, and I tried to attract attention to myself with the help of photography. I already knew then that I would not be a star, but I wanted to figure out how this sphere works. That is how I started making content. I always liked to sit on Twitter (now — X), I was wondering who these charismatic people who write posts, who comments on them," Didenok recalled.

The Producer's Role, Unveiled:

Yevgeny Finageev, project manager at DIDENOK TEAM, joined the dialogue, defining the role of a producer as a patient and anti-stress figure: "To simplify it, this is a manager whose job involves constant communication and the organization of all necessary processes."

Kirill is sure that the one who was born to be a star will always attract attention to himself. However, it is important that there is a person nearby who can point in the right direction. That is what the producer is doing. According to Didenok, there are now hundreds of different venues and formats, so there will be an idol for every viewer. However, the market is just forming, and the industry lacks established professionals who are ready for any task, even not the most pleasant. "Those who know exactly what they want to do go into production," the speaker summed up.

Kirill and Yevgeny called VKontakte the most promising platform for blog development today, but advised to develop all social networks. They also highlighted the main qualities needed by the producer:

1. Willingness to work at all times, even if it is a small matter.

2. Good name, friendliness and punctuality. Partners should understand that they could rely on you.

3. The ability to delegate. Delegate = trust colleagues.

4. Loyalty to the people you work with and the ability to prioritize.

Internship Opportunities and Career Guidance:

Didenok encouraged aspiring producers to explore internship opportunities at DIDENOK TEAM, revealing that persistence, a well-crafted letter detailing professional skills, and a keen interest in the agency's activities are the keys to securing a position. He addressed concerns about unpaid internships, explaining that the learning experience compensates for the lack of financial remuneration. DIDENOK TEAM is a partner of the Higher School of Economics, so students of the Media Institute have a unique opportunity to practice in the company. 30 university students have already completed an internship at the company. Of these, 16 received a job offer.

Q&A Session: Navigating the Path to Success:

The Q&A session delved into various aspects of the industry, covering topics like the ideal age to start working, strategies for handling insecurity, and insights into industry trends. Didenok's advice centered on stepping out of one's comfort zone, gaining confidence through experience, and embracing the dynamic nature of the field.

— How do I get an internship at DIDENOK TEAM?

Write a letter about yourself and your professional skills. We are ready to take students without experience into the team, but for this, you need to be persistent, write a lot, learn and follow our news. This will show that you really have a great desire to work and grow in the profession.

— At what age should you start working in the field? Is it true that young people set all trends?

It is not about trends, but about the desire to immerse yourself in the profession. It is really easier for young people to adapt. Nevertheless, as you get older, you gain experience and become a good leader.

— Is it possible to get into the agency to produce?

 Yes, DIDENOK TEAM is ready to work with talented and creative people. In any case, you should focus on the requests of advertisers. The client looks at the statistics and decides what kind of benefit you can bring him.

— How to deal with insecurity?

Everyone feels this way at the beginning of the journey, and this is normal. You need to get out of your comfort zone, step over yourself. It is unlikely that you will be able to do it perfectly the first time, but this is already some kind of experience. The main thing is to start. For example, with the creation of a content plan. There are many examples of them in the public domain. Make up a mudboard, write down the idea and you will understand what you will get as a result. Moreover, with this understanding comes confidence.

— Where to start a producing career? Is it worth studying advertising processes or design right away?

To begin with, it is enough to come to the agency and understand how people interact with each other there. Learn how to write letters, make projects, and be creative. Then it all depends on your plan and resources. You need to be able to delve into the task in order to make the right decisions and understand to whom and what can be delegated. At the same time, not to be a forward manager, but to control the quality, make edits and have sufficient supervision for this.

Student Impressions:

Post-meeting, students shared their positive takeaways. Alayna Avleeva, a first-year Media Communications student, commended Didenok's emphasis on patience: "I wanted to get to the meeting, as I have been watching the bloggers with whom the agency cooperates for a long time. It was interesting to get to know its creator, and I did not regret it at all. I especially liked the ease of presentation of the material. It was interesting to hear that the producer is a patient. And it's cool that Kirill named several main qualities that a person of this profession should possess."

 While Elizaveta Nikiforova, a first-year Digital Lawyer student, found inspiration in Didenok's journey and valued the information about internships: "I liked his words that we need to start trying. I remembered them for myself. I like that HSE provides an opportunity to meet people who have achieved success and can share something useful."

Andrey Tyulenev, a second-year Media Communications student, described the meeting as productive and is now contemplating a future in producing: "As soon as I saw that registration for a meeting with Kirill was announced, I immediately realized that I had to go".

In essence, Kirill Didenok's session not only provided valuable industry insights but also ignited a spark of motivation among HSE Media Institute students to explore and pursue careers in the dynamic world of digital production. The event served as a testament to the importance of mentorship, continuous learning, and the entrepreneurial spirit in carving a successful path in the ever-evolving digital landscape.

Translation: Nagham Ali