Cruce Saunders
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Early Media

Feb–May 2025Austin and Waco, Texas

Tip: I rode a Greyhound alone to Waco to pitch filmmakers.

Cruce SaundersLevel 4
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The SXSW 2025 Film & TV Awards on stage in a historic Austin theater, seen from the audience.

Early Media

Sales manager

Feb–May 2025Austin and Waco, Texas

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Early Media

Early Media was an Austin startup that turned indie films into viral clips and paid influencers to spread them.

At 16 I was its sales manager and ran every client relationship.

The company was acquired for millions, and I turned down an $80K role to stay at Alpha.

deal I landed at SXSW
~$15K~$15K
job offer I turned down at 16
$80K$80K
micro-influencers in the network I sold
~2,000~2,000

My first boss was 19

John Alznauer started Early Media at 19 and brought me on at 16, paid on commission. It was my first time working inside a real company, and on a team that small I learned fast. John taught me business, sales and negotiation. He was my soundboard and my toughest critic, and he took my interest in entrepreneurship from a spark to a roaring fire.

Filmmakers paid only for views

An indie filmmaker's hardest problem is getting people to see the film. Early Media solved it with clips. We cut the most viral moments from a film and sent them to a network of about 2,000 micro-influencers: movie pages with 5,000 to 100,000 followers on TikTok, Instagram and YouTube Shorts, matched by genre. Horror clips went to horror pages, comedy to comedy.

Filmmakers paid $5 for every 1,000 views, the influencers earned $1, and Early Media kept the difference. No views, no bill.

Indie filmmakerPays $5 per 1,000viewsEarly MediaCuts the viralmoments, keeps $4~2,000micro-influenc-ersGenre-matched moviepages, paid $1 per1,000 viewsViewsBilled only when theyhappenthe film + $5 per1,000 viewsclips + $1 per 1,000viewsposts on TikTok,Reels, Shortsan audience for thefilmIndie filmmakerPays $5 per 1,000 viewsEarly MediaCuts the viral moments, keeps $4~2,000 micro-influencersGenre-matched movie pages, paid $1per 1,000 viewsViewsBilled only when they happenthe film + $5 per1,000 viewsclips + $1 per1,000 viewsposts on TikTok,Reels, Shortsan audience for thefilm
Everyone was paid for results: no views, no bill.PersonMoneyOutput
  • Indie filmmaker: Pays $5 per 1,000 views
  • Early Media: Cuts the viral moments, keeps $4
  • ~2,000 micro-influencers: Genre-matched movie pages, paid $1 per 1,000 views
  • Views: Billed only when they happen
  • Indie filmmaker to Early Media: the film + $5 per 1,000 views
  • Early Media to ~2,000 micro-influencers: clips + $1 per 1,000 views
  • ~2,000 micro-influencers to Views: posts on TikTok, Reels, Shorts
  • Views to Indie filmmaker: an audience for the film

I ran the whole client side

I owned every client relationship, from the first hello to the last invoice. I met filmmakers at events, got them on a call, ran the call, onboarded them, sent the invoices and managed the account from there.

John sent me to film events with one job: meet as many filmmakers as possible. I rode a Greyhound alone to an indie-film event in Waco, booked calls with the filmmakers I met there, and was invited to one's home in Dallas. My first deal came in at about $3,000.

Cruce in a maroon shirt laughing mid-conversation with two adults at an Austin networking event, string lights overhead.
Working the room at an Austin networking event, April 2025.

I never opened with a pitch

Filmmakers get pitched all the time. I asked about their films instead: what they'd made, who it was for and what was standing in the way. By the time we got to Early Media, I knew which clips and which pages would work for them.

“My approach was never to pitch. It was to start a genuine conversation and be curious.”

I landed my biggest deal at SXSW

In March 2025 I worked SXSW Film & TV, the film week of South by Southwest, Austin's film, music and tech festival. That week I landed my biggest deal, about $15,000, with Kurt Ravenwood, a producer of Hundreds of Beavers. The film was made for $150,000 and grossed about $1.6 million in theaters, built on a self-distribution run of more than 200 screenings that Kurt led. He was in Austin to speak on a SXSW panel about producing films outside New York and LA.

Cruce holding up his SXSW 2025 Film & TV badge on its lanyard.
SXSW Film & TV week, March 2025.

I chose Alpha over an $80K job

That spring, John sold Early Media for millions. I'm under a nondisclosure agreement, so I can't share the details. As he built his team under the new owner, John offered me an $80K role. I was 16.

Taking it meant leaving Alpha, where my full scholarship covered about $40,000 a year, and if the job didn't work out, I couldn't crawl back. Two more years in that environment were worth more to me than the salary, so I said no. John is still a friend and one of my recommenders, and he still brings up hiring me.

People

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    John Alznauer

    Founder, Early MediaMy first boss, mentor and friend

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