Digital Steel
Video for the
MSP channel
I'm James Steel. I've spent 20 years inside the MSP ecosystem — as an MD, a channel chief, and now as the person vendors call when they need video that actually understands their market.
20+
Years in the MSP channel
90K
YouTube subs built in 12 months
5
Shows in production
40+
Assets per testimonial
Background
Not an agency. A channel operator.
I've been on both sides of the channel. Managing Director at Zen Software with 1,000 resellers. Partner Community Director at Linode, then Akamai, where I grew a YouTube channel from zero to 90,000 subscribers in 12 months. Channel Chief at Salesbuildr. Three years on the CompTIA UK & Ireland Executive Council.
When I left the vendor side to build MSP Testimonials, I didn't have to learn what vendors need — I'd been the one buying it for a decade.
Digital Steel is where the bespoke work lives. The things that don't fit into a productised testimonial package but still need someone who knows the difference between a distributor and a vendor, or why your MSP partners won't watch a 20-minute keynote.
I published The State of Social Proof in UK MSPs — an audit of 230 UK MSPs that found 57% have zero video testimonials. I speak at IT Nation Connect Europe. This isn't a side project. It's the thing.
What I do
Beyond testimonials
MSP Testimonials handles the productised work. Digital Steel is for everything else — the custom projects, ongoing shows, and on-site production that vendors need but can't get off the shelf.
Event Production
Multi-camera capture at vendor summits, partner days, and channel events. Interviews, keynotes, panel discussions, and highlight reels — delivered fast while the buzz is still alive.
Show & Podcast Production
End-to-end production for branded video shows and podcasts. Guest research, interview prep, recording direction, edit notes, and ongoing episode management on retainer.
Content Strategy
Helping vendors figure out what to film, who to feature, and how to turn one conversation into months of content. Strategy sessions, content calendars, and distribution planning.
Custom Video Projects
Bespoke work that doesn't fit a template. Product launches, brand films, internal communications, recruitment videos — scoped and priced per project.
Portfolio
The work
A selection of ongoing and recent projects across the MSP channel.
Salesbuildr — Brandon Myers
IMS Solutions Group CEO on fixing a copy-paste sales process across two systems.
Watch testimonial
usecure — Craig Fisher
Technica Solutions CEO on turning security training into a sales tool.
Watch testimonial
Harvest — Nigel Moore
Bi-weekly Salesbuildr show. Nigel on why most MSPs miss 50% of client opportunity.
Watch episode
Harvest — Maria Armstrong
How to structure your MSP portfolio for maximum profit. 36+ Harvest episodes produced to date.
Watch episode
usecure Show
Monthly branded show for usecure. Cybersecurity awareness from the practitioner seat.
Watch episode
It's Always the Human
usecure's flagship interview series exploring the human side of cybersecurity awareness.
Watch episodeEvent production, custom video projects and content strategy work aren't featured here — most are under NDA or available on request. Get in touch for examples.
How I work
It starts with a conversation
No templated proposals. Every project is different and the approach should match.
If you need a one-day event captured with same-week turnaround, that's a different conversation to building a branded show with monthly episodes and a guest pipeline. I'll scope it properly, tell you what I think will actually work, and be honest about what won't.
The best projects tend to be retainers — ongoing shows, quarterly event coverage, or a rolling content strategy where each piece builds on the last. But I'm equally happy with a focused one-off if that's what the moment calls for.