We first met Cruz Arnett at Frontier Tower in San Francisco. Our work regularly connects us with founders who are part of local startup communities and accelerator networks, including Frontier Tower, Y Combinator and a16z speedrun. Sometimes a conversation in that community becomes the beginning of a longer story.
Our paths crossed again on The Bay Signal, where Cruz joined us to talk about Stagera. His company begins in a world familiar to production teams: equipment, crews, lighting, schedules and the demands of delivering a live event.
FogLine Visuals produced the episode, hosted by Francisk Hanchar in San Francisco. The published conversation runs 1 hour, 3 minutes and 3 seconds and connects Arnett’s experience in live production with the company he is building.
Starting with the work behind the product
Stagera brings together operational work for live event production businesses, including equipment, crews, quotes and logistics.
In the interview, Arnett explains how producing events and working with production company owners helped him identify the problems the software should address. The discussion then moves into founder-led sales, onboarding and the practical questions behind growing a B2B company.
That progression matters for an industry interview. A viewer first needs to understand the job and the people doing it. Product choices become easier to follow once that context is established.
Interview direction that makes room for specifics
The conversation includes detailed follow-ups about sales calls and helping a new customer adopt operational software. Those exchanges give a B2B audience something more concrete than a general company introduction.
For a team producing its own interview series, this is a useful editorial principle: let a founder explain an actual process. A worked example can reveal how the product fits into someone’s day and which decisions still require judgment.
The video production supporting the exchange
FogLine’s work on The Bay Signal combines research, hosting, camera coverage, lighting, sound and editing. It is an ongoing production across guests from different industries, with a consistent presentation and room for each conversation to develop its own direction.
For the Stagera episode, the connection between live events and software gives the interview a clear identity within that series. A company planning a B2B podcast can use the same approach: keep the show recognizable while choosing an editorial angle specific to each guest.
Watch the Cruz Arnett episode, chapters and transcript on The Bay Signal. Explore the series production overview for more conversations produced by FogLine.
Planning an industry interview or a B2B video podcast? See our podcast production services or tell us about the audience you want to reach.
Francisk Hanchar
Founder, FogLine Visuals
Francisk Hanchar is the founder of FogLine Visuals, a video production company in San Francisco. He produces video podcasts, launch videos and event coverage for startups, and hosts The Bay Signal.
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