Welcome to Building Loved Businesses. I’m Nathan Schock, and over the years I’ve had the privilege of helping hundreds of businesses and their leaders grow with fewer growing pains.
In this episode, I sat down with Brent Latin, the founder and creative director of Young Pros Entertainment (YPE) in Shreveport, Louisiana. Brent’s story is one of passion, persistence, and creativity—from filming his sister’s basketball games with a VHS camera as a teenager, to producing documentaries and live streams for national brands today.
What stood out to me about Brent’s journey is how he balances the heart of a musician with the discipline of an accountant. That combination—creativity with structure—has become the backbone of YPE.
From Music to Media
YPE didn’t start as a media company. It began in high school when Brent and his friends gathered on weekends to make music. They experimented with hip hop, R&B, and even country. Brent loved being behind the scenes, mastering the tools of production, and teaching himself software through what he calls “YouTube University.”
But as the industry shifted and recording technology became more accessible, Brent realized YPE needed to pivot. Instead of focusing only on music, they expanded into media—video production, photography, live streaming, websites, and digital marketing. That pivot not only saved the business, it allowed it to thrive.
Today, YPE is a multifaceted company with a full-time team and a network of contractors that travels across the U.S. delivering creative work.
Video as the Core
When I asked Brent what drives the business today, his answer was clear: video production. About 85–90% of YPE’s revenue comes from telling stories through video.
Brent especially loves documentaries—whether it’s a feature-length film or a short brand story. He also thrives on creating highlight recaps of major events, like the Red River Balloon Rally, which attracts thousands of people. These recaps not only showcase the energy of the event, they become powerful marketing tools for future years.
Creativity Meets Structure
As a creative myself, I resonated with Brent’s admission that creatives often need more structure than they realize. At YPE, they’ve invested in systems like Monday.com to track projects, deadlines, and even equipment. They also use Frame.io to streamline client feedback on videos.
Brent told me, “Creatives don’t mind investing in a $1,500 lens, but often overlook the investments in systems that keep the business running.” That discipline is what allows YPE to deliver not only outstanding creative work, but also a professional experience that earns larger contracts.
Lessons Learned the Hard Way
Brent started YPE as a teenager. As he put it, “I started a business before I became a man.” That meant he made every mistake in the book—financial, personnel, and contractual.
Over time, those mistakes became lessons. He learned not to over-invest too quickly. He discovered that leadership means more than just giving people freedom—it requires clear expectations and accountability. And he realized that sometimes, the most caring thing you can do for your business and your people is to part ways when someone isn’t aligned with the vision.
Navigating the Future with AI
Of course, we couldn’t have this conversation without talking about AI. Brent is excited about how AI makes their work more efficient—like animating a graphic in minutes instead of paying thousands for custom animation. He sees AI as a tool that handles lower-level work, freeing his team to focus on the high-end, creative storytelling that only humans can deliver.
His advice to young people entering the field: hone your craft first. Learn the fundamentals of video, editing, and storytelling before relying on AI. That’s what will make you stand out as technology evolves.
Leadership Evolution
When I asked Brent how he’s evolved as a leader, his answer struck me: he’s learned to communicate more clearly, to set expectations, and to care deeply for the people on his team. But he’s also learned that leadership sometimes requires making hard decisions when someone isn’t the right fit.
That balance of compassion and clarity—just like the balance of creativity and structure—is what makes Brent and YPE successful.
Final thought:
Brent’s story is a reminder that building a loved business requires both inspiration and discipline. It’s about dreaming big, but also putting the systems in place to make those dreams sustainable.