Building Your Own Opportunities in Media: Lessons from Matthew Kelly’s 13-Year Journey

Like many creatives, Matthew didn't begin with expensive equipment or industry connections. Before owning a camera, he experimented with filming on a laptop webcam and taught himself the fundamentals of editing.

His story challenges one of the biggest misconceptions in media: that you need the latest gear to get started.

Today, when mentoring aspiring filmmakers, he often reminds them that a smartphone can be enough. The focus should be on developing skills, learning how to tell stories, and creating work consistently rather than waiting for perfect conditions.

It's a mindset that has guided his entire career—start where you are and build from there.

Building M Works

When Matthew founded M Works in 2013, the goal was simple: keep pace with other creatives in Canada's independent hip-hop scene and continue improving his craft.

Over time, that vision evolved.

What began as a video production company expanded into documentary filmmaking and mentorship initiatives, and eventually into the M Works Film Festival—an annual event dedicated to showcasing emerging filmmakers.

2026 M Works Film Festival Poster | Photo Courtesy of Matthew Kelly

For Matthew, growth has always come from following curiosity and adapting to new opportunities rather than rigidly sticking to a single path.

That willingness to evolve has allowed him to remain active in an industry that is constantly changing.

Why Storytelling Matters More Than Perfection

After directing hundreds of music videos, Matthew has learned that audiences connect with emotion more than technical perfection.

While production quality is important, he believes the strongest projects are the ones that make viewers feel something.

It’s a perspective that runs counter to the social media culture of constantly chasing better cameras, bigger budgets, and higher production value.

Instead, Matthew encourages creators to focus on storytelling first.

The most memorable films, videos, and documentaries aren't necessarily the most expensive; they're the ones that resonate emotionally.

The Value of Learning Beyond Your Craft

One of the most practical pieces of advice Matthew shared was the importance of learning skills outside your primary discipline.

As a filmmaker, he has taught himself graphic design, sound editing, and other technical skills—not because he was passionate about them, but because they made him a stronger creative professional.

The lesson extends beyond filmmaking.

Whether you're a director, photographer, writer, producer, or communications professional, developing complementary skills can make you more adaptable, more employable, and ultimately more valuable to a team.

In a competitive industry, versatility matters.

Mentorship, Community, and Giving Back

Mentorship has become a major part of Matthew's work.

Through workshops, community programs, and educational initiatives, he has helped introduce dozens of emerging creatives to filmmaking and media production.

For him, teaching is a way to give back to an industry that helped shape his career.

Toronto Women's Entertainment Panel (Hosted by M Works) | Photo Courtesy of Matthew Kelly

He remembers what it felt like to be the person looking for opportunities, guidance, and access. Creating those opportunities for others has become just as important as creating his own projects.

It's also a reflection of a larger philosophy: success isn't measured only by what you build for yourself, but by how many people you're able to bring along.

The Reality of Funding and Sustainability

Like many independent filmmakers, Matthew recognizes that funding remains one of the biggest challenges facing creators today.

His advice is straightforward: be proactive.

Funding opportunities rarely appear without effort. Creators need to actively research grants, study successful applications, build strong pitch materials, and remain persistent in the face of rejection.

More importantly, they need to understand that sustainability is a long-term game.

Few careers are built overnight, and success often comes from a combination of persistence, networking, continuous learning, and showing up consistently over time.

Consistency Above All Else

When asked what he hopes people take away from his career, Matthew's answer wasn't awards, view counts, or festival accomplishments.

It was consistency.

Matthew with his two gold plaques | Photo Courtesy of Matthew Kelly

For 13 years, he has continued to create, learn, mentor, and build. Even during periods when the public couldn't see the work happening behind the scenes, he was still moving forward.

It's a reminder that creative careers aren't built through a single viral moment. They're built through years of steady effort, continuous improvement, and refusing to quit when progress feels slow.

And perhaps that's the biggest lesson from Matthew Kelly's journey: sometimes the most important thing you can do is simply keep going.

You can follow Matthew Kelly on Instagram, Instagram 2, TikTok, and YouTube to keep up with his work.