Baxter Blair: Designing A Loved For Agriculture

“My name is Baxter Blair. I am from McLean, SK, Canada, and I am 24 years old.”

Baxter has been involved in the livestock industry his entire life. Through his deep roots in agriculture led to his love for the industry. His family has a strong connection to grain production. Which has let him to understand every aspect of the industry. Baxter got his first 4-H heifer at nine years old when he started his 4-H career.

“My first 4-H heifer eventually went on to become the donor that laid the foundation for my Red Angus operation, Double B Angus.”

Since then, Baxter’s involvement has grown in multiple aspects of the industry. This includes “raising, selling, and showing cattle, judging junior and open shows nationwide. While showcasing programs and events across North America through Double B Media.”

Over the years Baxter has been fortunate to be surrounded by incredible role models within the industry who he continues to look up to still today.

“However, the first person who comes to mind is my older cousin, Maguire. From the very beginning of my involvement in the livestock industry, he was someone I admired and learned a great deal from, including the basics of clipping and fitting. To this day, it’s very rewarding to still work alongside him at shows, through our joint female sale, and through my media business.The Noble and Lafrentz families have also had a major influence on my journey. They helped guide me through my collegiate livestock judging experience and continue to inspire me today as we collaborate on media projects throughout the year for their respective programs.”

Whether it’s raising cattle with his parents or working with families across the continent through his business. Baxter has found that there is no other industry quite like it in terms of the willingness to support one another.

“Agriculture has always shown me the importance of camaraderie and working alongside others to achieve success. Whether it’s raising cattle with my parents or working with families across the continent throughmy business, there is no other industry quite like it in terms of the willingness to support one another. People in agriculture are always eager to share advice, offer guidance, and lean on each other when needed, and that sense of community has had a lasting impact on how I approach both life and business.”

Baxter has always been fascinated by marketing and creative projects. However Double B Media didn’t truly begin to take shape until after Baxter’s graduation from Oklahoma State in 2024.At the time, Baxter didn’t know what was next for him in his career. So when Double B Media came along it was a shock for Baxter.

“I was inspired by the work of two close friends, Madison SibbaldLafrentz of Compass Creative and Alyssa Walsh of Sweet Briar Creative, and that led me to pursue a growing passion for promotional videography. At that point, videography was still relatively new within the Canadian livestock industry, and I saw it asa unique way to showcase programs and events in an already competitive space.”

What Baxter initially viewed as a side project has since grown into his full time career.

“It was made possible by the incredible families, programs, and associations who trust me to tell their stories year-round. The gratitude I have for those opportunities is something I still find difficult to fully put into words.”

Even though Baxter has always been intrigued by marketing and design he always saw his career as a veterinarian.

“From a young age up until my junior year at Oklahoma State, I was set on becoming a veterinarian and eventually opening my own bovine reproduction facility.”

However, that direction changed during the summer before Baxter’s senior year.

“When I reached out to Captive Media, a top-end marketing agency in the city, and secured an internship it all changed. That experience and the people within it opened my eyes to a different side of the industry and showed me how much I enjoyed brand storytelling and promotional videography. It ultimately shifted my career path in a very short period of time, and a year later, Double B Media was born.”

“The biggest challenge in getting Double B Media off the ground was stepping into the unknown with no real backup plan.”

Baxter had no prior experience in videography, so he had to learn everything from scratch.

“Learning everything from scratch while facing self-doubt and uncertainty was not easy. Over time, I learned that being afraid to do something often means it matters to you.”

Baxter learned to view failure as part of the process rather than something to avoid.

“Those lessons helped me push through the early stages, and they are still mindsets I carry with me nearly two years later.”

There are many aspects of livestock media that continue to evolve, but one of the most significant changes Baxter has seen since getting involved is the rapid growth of promotional videography.

“Livestock producers and associations have increasingly recognized the impact these projects can have — not only from a professional marketing standpoint, but also in how they capture the emotion and story behind anoperation. It’s been rewarding to watch this form of storytelling grow and become such an important part of the industry.”

Moving forward, Baxter is most excited about the people this business continues to bring into his life. He feels so fortunate to work with some of the best clients in the industry — programs and families.

“I admired long before I ever picked up a camera. I look forward to continuing to build those relationships, both personally and professionally, while continuing to share the stories of people I deeply respect and admire.”

“If you were put here, you were put here for a reason — stick with it, and never let anyone outwork you.” The media industry can feel daunting and overcrowded at times, but ifyou’ve found yourself in it, it’s for a reason. Everyone brings a unique perspective and style, so lean into what makes you different. Stay committed to what you’re passionate about, keep working hard, and let everything else fall into place.”