SociallyU Virtual Production Studio

Background

SociallyU began as a software development company that quickly transformed into a bustling video production studio amid the rapid shifts in 2020. Led by a founder with deep roots in data centers, SociallyU embraced cutting-edge, scalable technology from the start. Today, the Chattanooga-based team specializes in real-time 4K virtual productions using green screen workflows that rival traditional LED walls in both cost-effectiveness and creative flexibility.

SociallyU’s distinguishing factor is the speed and hospitality they offer to clients. Instead of charging per video, the company bills a day rate, encouraging clients to film as much content as they want. Their streamlined process produces ready-to-use cuts in real-time—often allowing clients to leave with finished videos in hand. It’s the epitome of professional efficiency powered by enterprise networking.

Business Objectives

Because SociallyU offers live green screen production, real-time editing, and even remote audio mixing, they require:

• High Bandwidth & Low Latency 4K video ingestion, hyper-fast file transfers, and real-time editing mean a dropped frame could ruin an entire production.

• Zero Downtime for Live Broadcasts Their studio is frequently live on major news networks or streaming platforms, so network reliability is paramount.

• Scalable Management SociallyU uses a full suite of UniFi products: Network, Protect, Access, Talk, and UNAS (Network Attached Storage). They needed a cohesive ecosystem that wouldn’t force them into multiple interfaces or expensive licensing structures.

Why UniFi?

From day one, the SociallyU team appreciated UniFi’s blend of high performance, clean design, and cost-effectiveness—without the burden of recurring licensing fees.

• Unified Ecosystem: Single dashboard control across UniFi Network, Protect, Access, Talk, and UNAS.

• Simple Yet Sophisticated: “I’d never done hardcore network management,” Isaac says, “but in a matter of weeks, I learned everything I needed.”

• Continuous Improvements: UniFi’s frequent updates often include features that solve niche challenges like Dante or specialized port profiles for pro audio.

Moreover, UniFi’s hardware aesthetics resonated with founder Andre’s exacting design standards: “He loves to hide every cable and keep racks organized,” Isaac adds, “and UniFi’s look pairs perfectly with that ethos.”

Enterprise Networking SociallyU’s studio environment demands an exceptionally robust and scalable network backbone—one that can handle everything from real-time 4K video capture to remote audio mixing without breaking a sweat. By going “full stack” with UniFi, SociallyU has unified its gateways, switches, and wireless access points under a single management console. This centralized approach gives them:

• Consistent Performance across multiple racks and production zones.

• Simple Configuration with features like site-to-site VPN for remote engineers.

• Scalability to add high-bandwidth services (like new Pro AV profiles) without a hardware upgrade.

Pro-Aggregation Switches At SociallyU’s core lies a Pro-Aggregation (Pro Ag) Switch, the linchpin that connects multiple server racks via 10Gb fiber and copper uplinks. Rather than daisy-chaining switches, everything home-runs back to this high-capacity node:

• Centralized Throughput: Each rack or department gets dedicated 10Gb (or higher) links, preventing bottlenecks.

• Easier Updates & Maintenance: Because all links terminate at the Pro Ag Switch, firmware pushes and segment resets can happen without taking down the entire studio.

• Future-Proof Design: SociallyU can upgrade trunk speeds and port counts as production needs evolve without re-cabling the whole building.

HD Switches (with Pro AV Support) Alongside the Pro Ag core, SociallyU deploys HD (High-Density) Switches in critical areas like editing bays and production studios. These switches not only deliver power over Ethernet (PoE++), they also include Pro AV profiles for seamless integration of specialized audio and video workflows:

• High-Density PoE: A single cable provides both power and data to LED lighting panels, access points, and other PoE gear.

• 10Gb Connectivity: Built-in 10Gb ports connect Mac Studios and high-end laptops directly—no extra adapters required.

• Pro AV Profiles: By enabling the Pro AV setting, the switch automatically optimizes VLANs and QoS for protocols like Dante.

Wi-Fi The facility also deploys UniFi Access Points, optimized through traffic shaping to keep data-intensive processes unimpeded during live shoots. Future plans include embracing Wi-Fi 7 for even higher concurrency and reduced interference.

Dante For those unfamiliar, Dante (from Audinate) is a technology that lets audio travel over standard network cables, replacing traditional XLR analog runs with digital, network-based routing. Instead of running multiple physical lines between microphones, mixers, and speakers, Dante consolidates every audio channel into Ethernet packets:

• Streamlined Cabling: Hundreds of channels can ride over one Ethernet line instead of large bundles of XLR cables.

• Flexibility & Scalability: Plug a Dante device into any switch port configured with Pro AV, and it’s instantly on the same audio network.

• Low Latency: Timing and sync are critical for audio, and Dante’s network protocol ensures minimal delay and consistent clocking.

Video over IP While SociallyU’s current environment uses SDI cables for camera-to-switcher connections, they’re preparing for the shift to video over IP—sending high-quality video signals entirely through Ethernet or fiber networks. This move is innovative because:

• Cable Reduction: Instead of multiple SDI lines per camera, you can send video, audio, and control signals over a single network cable.
• Flexible Routing: Any monitor or device on the network can receive a feed, making it easy to reroute signals on the fly.
• Scalability & Collaboration: As bandwidth grows, multiple 4K (or even 8K) streams can be mixed, monitored, or processed in real time—from anywhere on the network.

UniFi Identity - TouchPass Door Access SociallyU secures its studio with UniFi Access, letting staff badge in or even unlock doors via Apple Watch or phone. Facial recognition further streamlines entry. This is invaluable when hauling bulky gear like large prop pieces.

Elgato Control By connecting the UniFi API with Bitfocus Companion, staff can unlock doors from an Elgato Stream Deck button. This is crucial when they see a client arriving on Protect Viewport monitors.

UniFi Talk Voice communication is equally streamlined:

• Shared Phone Line: “We all use the same line. Calls ring everyone at once via the mobile app.”

• Transcriptions & Low Cost:  Their $25/month plan can’t be beat. Spammy phone providers can’t compete with that price point or feature set.

• Remote Flexibility: Physical desk phones can connect offsite with Teleport if staff need to work from home.

UNAS A key component of SociallyU’s real-time production workflow is their UniFi Network Attached Storage (UNAS), where footage from Blackmagic HyperDecks writes directly over a 10Gb link. In film production, you normally have a DIT (Digital Imaging Technician) whose job is to swap camera cards, label footage, and handle backups. By ingesting live over the network:

• Eliminate Manual Workflows: No more pulling SD cards or copying files all day.

• Centralize Storage: All recordings go immediately to structured folders on the NAS.

• Faster Turnarounds: Editors can start working on footage right away instead of waiting for a “card dump.”

API SociallyU’s integration prowess goes beyond Dante. They tap into the UniFi Local Network API for:

• Alarm System Tie-In: If the first person to arrive scans in, the alarm disarms automatically. If no motion is detected for a while, it re-arms.
• Custom Notifications: A Discord channel receives alerts for extended door-open events or doorbell rings—ideal for a small team covering multiple roles.

The Future

Looking ahead, SociallyU envisions a growing network of remote studios, helping production houses implement real-time green screen workflows with minimal complexity. By using UniFi Teleport and site-to-site VPN, their team can manage partner studio networks as if they were on-site, seamlessly solving technical issues and overseeing production. They are also expanding into IP-driven workflows—both for audio and video—which will let offsite talent and editors integrate effortlessly into live productions.

As internet speeds improve, SociallyU believes they will soon connect studios around the globe to share massive video files and even transfer real-time production tasks with ease, making 4K (and eventually 8K) productions as simple as hitting “Record.”