What Does 'Producer' Really Mean?

In video production, “producer” is often a catch-all term that leaves many people (including my own family members!) confused about what the role actually entails. As a producer myself, I’ve seen firsthand how the responsibilities can vary—sometimes managing a million-dollar budget, other times scrambling to secure a last-minute permit. Every producer title comes with its own unique duties, but the lines can blur depending on the project.

To clarify the distinctions and understand what each title really means, let's break down some of the key producer types you'll meet in the industry and what their responsibilities are.

Understanding the Producer’s Role

In the vaguest sense, a producer is someone responsible for the financial and managerial aspects of a production. But, let’s be honest, this is incredibly broad and very open to interpretation! A producer’s responsibilities are vast, varied, and often constantly shifting. To better understand what the job looks like, it helps to know a key bit of film set terminology—namely, “the line.”

In production budgeting, people are classified as working “above the line” or “below the line” based on whether they are paid a fixed rate or a variable hourly/daily rate. It’s a simple designation born of an accountant’s pencil, but one that marks the first notable division of labor on set: Above-the-line roles usually carry more creative and financial power, while below-the-line professionals specialize in hands-on execution.

As you may have suspected, not all producers sit on the same side of the line so let’s break down some of the key producer roles on both sides.

Above-the-Line Producers

EXECUTIVE PRODUCER
Planning for success goes beyond just building schedules and sticking to Similar to a CEO, the executive producer focuses on high-level decisions. This means they generally have less presence on set and don’t take as active a role in day-to-day filming and problem-solving. Executive producers often play a key role in securing a project’s financing, sometimes by attracting investors or partners, and other times, by investing their own money. They can also be responsible for attracting skilled talent–of the actors and the crew–or for scripting contributions.

CO-PRODUCER
A co-producer is a producer who works alongside another producer, usually handling tasks like financing, casting, and helping to oversee production from initial development through post-production. Sometimes this title is given as a courtesy to another member of the production, such as an actor or department head, whose financial or creative contributions played a key role in getting the project off the ground.

Below-the-Line Producers

LINE PRODUCER
If executive producers are helping secure the budget, then line producers are helping spend it. These professionals build the budget and monitor where each penny goes, tracking expenses “line-by-line” (hence the name, “line” producer). Their responsibilities hardly stop there, as they are often involved in everything from breaking down the script and creating a shooting schedule, to hiring crew, scouting locations, and securing equipment.

PRODUCTION MANAGER / UPM
Working closely with the line producer to handle these day-to-day logistics and budgetary decisions is the production manager—or unit production manager (UPM), as the Directors Guild of America calls them. This person helps manage resources, schedules, crew, and transportation, and often oversees tasks like handling insurance, payroll, and documentation. On smaller productions, the line producer and production manager may be the same person.

PRODUCTION COORDINATOR
Like a liaison or ambassador, production coordinators help keep all the different departments in sync with each other. They manage schedules, communicate changes, and coordinate everything from transportation to craft services. When not on set, they’re often tackling administrative duties in the production office. On smaller projects, the production coordinator’s role might be assumed by the production manager or line producer.

ASSOCIATE PRODUCER
Associate producers, or “APs,” are simply producers who assist other producers—which means their list of responsibilities vary widely depending on the project and what the other producer(s) may need help with.

CREATIVE PRODUCER
More common in advertising than film, creative producers are responsible for the creative development of a project, usually an ad campaign. This means conceptualizing ideas and overseeing the production of creative assets, but also building the right team, managing timelines and budgets, and working with clients to ensure their goals are met.

FIELD PRODUCER
This title is most common in news broadcasting, where it refers to the person who is “in the field” with the reporter, videographer, and any other crew. Field producers help set up the story (sometimes even writing it), while also liaising with the team back in the newsroom.

What Does a Producer Actually DO?

Regardless of what specific title they hold, producers are essentially the glue that holds the project together, connecting people and getting things done. While some may be more involved in financial matters and others steeped in creative, they all share common responsibilities:

• Connecting people – From building teams to bridging communication gaps, producers ensure everyone is working toward a common goal.

• Solving problems – No matter where they sit in the hierarchy, producers are well-versed in troubleshooting issues as they arise, often under tight deadlines.

• Negotiating deals – Producers know how to make deals that benefit the project, whether it’s attracting the right talent or securing the best rates from vendors.

• Managing logistics – Producers oversee schedules, resources, and budgets, building in contingencies for their contingencies so production stays on track.

• Identifying opportunities – Talented producers don’t just “check the box” to get things done; they’re always looking for ways to improve efficiencies, forge new creative partnerships, and find other opportunities that can add value to a project.

Ensuring a safe work environment – Whether it’s designating a“Kid’s Only” space for child actors,making reasonable accommodations for a disabled crew member, ornavigating the evolving rules and regulations of a global pandemic, producers ensure that every set complies with safety standards and that all cast and crew feel secure while working.

A Wearer of Many Hats

Producers are the ultimate multitaskers, especially on smaller projects where they often juggle multiple roles—like a line producer taking on the duties of a production manager or coordinator, and in some cases, even stepping in as an assistant director. This level of versatility requires a unique mix of skills: creative problem-solving to tackle unexpected challenges, quick thinking to adapt to changing circumstances, clear communication to keep everyone aligned, and the confidence to lead a team through it all.

It’s this rare blend of talent that makes producers the backbone of a production (and I’m not just saying that because I am a producer!) No matter the size or scope of the project, they have the ability to bring people together, manage complexity, and see a vision through to completion. At Kraken Cove Productions, that’s exactly what we strive for—so, connect with us today and start turning creative ideas into seamless productions!