Introducing M2, Measure’s Venture Dedicated to Full-Time Drone Cinematography

Measure, a U.S. provider of drone services for enterprise customers, has announced a new division dedicated specifically to the arts and entertainment industry. Under its new division, dubbed Measure Media (M2), the company is operating a nationwide network of full-time unmanned aircraft system (UAS) pilots for cinematography.

The venture includes Emmy Award-winning aerial cinematographer Eric Austin, who has provided drone-based aerial photography to television networks, film producers and consumer brands since the earliest commercial drone use nearly a decade ago, according to Measure. The company has also acquired Austin’s Helivideo Productions, a supplier of low-altitude aerial video for web, television and film, as a key building block of the M2 business.

According to the company, M2 operated in stealth mode for its first two months, and it already counts ESPN, ABC, CBS, Coach, Rihanna, Fenty/Puma, Cartier, New England Productions (NEP), NBC Sports and The Olympic Channel among its customers.

Measure says M2 focuses exclusively on professional aerial filming services for both broadcast and recorded sports, live concerts, television, film, and commercials. The company also creates aerial visuals for brand marketing, 3D mapping and virtual reality.

“Drones have become as indispensable in today’s media environment as tripods and microphones, whether for creating visual special effects in big-budget films, producing cutting-edge brand campaigns or delivering other high-impact visuals that were impossible before the use of remote-controlled aircraft,” comments Jon Ollwerther, vice president of M2. “M2 was formed by creatives for creatives to bring each customer’s vision to the screen.”

M2 leadership includes Austin, lead pilot of media; Ollwerther, former chief operating officer of drone services provider Aerobo, which supplies aerial drone photography for media, sports and industrial clients; Greg Ramey, former senior operations director of BLADE; and Nirel Levi, former consultant at Deloitte & Touche and an officer in the Israeli Army.

“Measure’s core business for the past three years has been in drone-based inspection services for the energy, telecom and construction industries. With M2, we are expanding from data-gathering to fill a void in the arts and entertainment sector,” says Measure’s chairman and co-founder, Robert Wolf.

Most recently, Measure also launched an expansion of its solutions for the architecture, engineering and construction industry. Before that, the company rolled out solutions for the wind, solar and newsgathering industries.

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