Every March, we take a collective pause to recognize and celebrate Women’s History Month—a time to honor the past, spotlight the present, and look ahead to the future of women’s contributions across every industry, every field, and every creative corner.
It’s a month rooted in storytelling—and that’s why we’re especially excited to share this one. Because in an industry where women and nonbinary creatives are often underrepresented, one grassroots group is quietly (and boldly) changing the narrative.
It’s called The VIEW Collective—and it’s made up of video pros who are connecting, collaborating, and lifting each other up, one honest conversation at a time.
Women’s History Month: Why It Matters
Women’s History Month isn’t just a calendar celebration—it’s a reminder of the resilience, brilliance, and courage of women who’ve driven change, often behind the scenes and against the odds.
Throughout history, women-led groups have come together to challenge systems, amplify voices, and make space where there was none. A few powerful examples include:
- Ella Baker and the Student Nonviolent Coordinating Committee, which helped elevate the voices of young Black civil rights activists in the 1960s.
- The Women’s Press Collective of the 1970s, which empowered women writers and printers to publish feminist literature when mainstream media wouldn’t.
- The Guerilla Girls, an anonymous group of female artists using humor and bold visuals since the 1980s to call out sexism and racism in the art world.
These groups didn’t wait for the system to make space for them—they built their own. And they brought others along with them.
Now, decades later, that same spark is still igniting change. One modern-day example? The VIEW Collective.
A Fresh Take on Creative Leadership
Back in 2022, our very own Elin Barton (CEO of Riveo Creative) and Beth Menduni (founder of Video Story Studio) were introduced by a mutual business friend. Both were leading video-focused businesses, both were craving connection, and—maybe most importantly—both were asking:
Where are all the other women doing this?
“Neither of us knew any other women agency, video agency owners,” Beth shares. “And what we have is unique. We don’t fit into any boxes in our industry. We are the minority, and we are special, and we’re doing things differently.”
What started as a few casual mastermind calls turned into something way more powerful.
“We just started meeting other women video agency owners and we’re like, ‘Come on, come on in—let’s go,’” Beth says. “And we started just having these conversations, sharing best practices, tips, and all these other things. It’s just this shared experience, shared wisdom because it is lonely out here as entrepreneurs and we just need a place where we can really thrive and have conversations, and not have our voices silenced.”
Enter Parchelle
Soon after, Beth and Elin brought in a third powerhouse: Parchelle Tashi, founder of The Author’s Leverage, a company that transforms expert knowledge into engaging, media-based learning tools.
“I was blown away,” Parchelle says. “Entrepreneurship can be a very lonely game and just because you’re in a room of other entrepreneurs doesn’t necessarily mean that you’re really getting the true value of what it means to be in the seat of running a video production agency or being a videographer in that space. So that to me, coming in was really special and unique.”
Together, the three launched The VIEW Collective—a grassroots, women-led group grounded in collaboration, vulnerability, and the belief that community is stronger than competition.
Even the name says a lot about the group’s mission. VIEW stands for Video Industry’s Enterprising Womxn Collective—with the “x” in womxn making a powerful statement.
“It’s really powerful for those who are in the community and are kind of presenting a different perspective—a different way of showing up, but still showing up,” Parchelle explains. “It’s a very inclusive environment, an inclusive place for all representations to be there and to be welcome.”
Building Community in a Competitive Space
Although The VIEW Collective isn’t a formal entity (yet!), it’s already become a vital space for women-owned video companies.
“We’re now in the process of formalizing this,” Beth explains. “We’ve accidentally—and beautifully—created a nationwide network of women video agency owners.”
Yes, there’s business talk. These are seasoned pros who know their way around strategy, storytelling, gear, and growth. But the real magic? It’s in the vulnerability, the laughter, the me too moments.
“Let’s be honest, there were certain things that I just had never had access to because it was gated and people didn’t want to share their secrets. ” Beth continues. “And that’s not how communities grow. I think that having a safe space to be able to not feel judged is the main thing that this group does. We know that there are people who’ve been doing this for 30 years or people who’ve been doing it for three months and we’re going to help each other and we’re gonna help each other grow because we are all peers here. There are no competitors.”
Space to Be Real
In an industry that often celebrates hustle culture and solo success, The VIEW Collective is choosing a different path—one rooted in balance, honesty, and support.
“Our wins look like someone realizing they’ve been undercharging and finally raising their rates,” Elin shares. “Where else can you have those kinds of open conversations? It’s really hard to come by in the outside world, but in this group, we’ve had these conversations many times”
She continues, “Sometimes someone joins the call feeling completely overwhelmed—crying, even—and by the end, we’ve made a plan. We’ve lifted each other up. We’re business owners and problem solvers, and we believe in abundance and that there is plenty of work for everybody.”
Carrying the Torch
Just like the women’s groups that came before them, The VIEW Collective is carrying the torch for the next generation of storytellers. They’re not just building businesses—they’re building a legacy.
“Even to consider the possibility that as a collective, we can bring impact to the projects and topics that matter to us—that’s powerful,” Parchelle says.
They’re not here just to swap referrals (though that’s a perk). They’re here to rewrite the narrative. One where creators don’t have to go it alone. One where different voices, perspectives, and paths to success are celebrated, not sidelined.
And that—that—is what Women’s History Month is all about.
This is Just the Beginning
The VIEW Collective is still evolving—and that’s part of the beauty. No gatekeeping. No rigid frameworks. Just a shared belief that when creative minds come together, amazing things happen.
And here at Riveo, we’re so proud to cheer them on. Because the future of video isn’t just about slick transitions and cinematic shots (though yes, we’re all about that too). It’s about people. It’s about purpose. And it’s about who gets to lead behind the lens.
P.S. You’re Part of This Too
A big shoutout to every woman and nonbinary creative out there—whether you’re running a studio, editing from your kitchen table, or just dreaming up your next move. You’re part of this story, too. And we see you.
