August 2001 RAP
August 2001 Highlights
Feature: Art or Money?
By John Pellegrini
This is an article you're not going to enjoy reading. Truthfully, I'm not
enjoying writing it, either. But this is something that needs to be
addressed and needs to be discussed. Were talking about the future of radio
production; specifically, your career. Huge changes have occurred in radio.
Those changes are going to make it more difficult for many people to
continue doing their job the way they have been. The truth is that if you
want to survive in the world of radio, you're going to need to make some
important choices about the future of your career. The good news is, you can
still have a career as a radio Production Director. The bad news is, you may
not be able to make a living at it.
Radio Hed: Audio Theatre
By Jeffrey Hedquist
What are some of the skills you need to create great radio commercials?
The ability to capture attention, tell compelling stories, involve the
listeners imagination, create effective dialogue, develop distinct
characters, and use music and sound effects to weave an audio spell. Funnily
enough, these are the same skills you'll develop doing audio theatre.
Interview: John Frost, FrostBytesOnline, Los Angeles
By Jerry Vigil
This month, were excited to check in once again with the legendary John
Frost. In our last visit (September 1995 RAP Interview), John was about
halfway through what would end up to be a long and amazing 14 years at
Infinity's KROQ in Los Angeles. But ending his rule at KROQ would hardly be
the end of hearing Johns remarkable work on the airwaves. On the contrary,
he's being heard more than ever. Early this year, Premiere Radio Networks
lured the prod god over to the Clear Channel side where John now puts his
rare talents online for subscribing stations to download and use daily.
FrostBytesOnline made its debut in April, and it looks like the sky's the
limit for John.
Test Drive: SADiE RADiA from Studio Audio & Video, Ltd.
By Steve Cunningham
UK-based Studio Audio and Video Ltd. is best known for its SADiE (Studio
Audio Disk Editor) line of workstations. The company claims to have over 600
SADiE systems in use at the BBC in England, and an equal number in other
radio stations worldwide, so they definitely have some radio experience on
which to draw. This month well take a look at the company;s RADiA system, a
four in, four out, 24 track workstation specifically designed for the radio
market.
Production Libraries: Elements from OneMusic
By John Pellegrini
Some production libraries offer sound effects and music stabs or stingers
as part of the package. "Elements," from One Music, is the first I've seen
that offers 20 full CDs of nothing but elements. Sound effects, stingers,
stabs, drones, sweepers, hits, logos, reveals I cant count it all. The
amazing thing is its not just one format, either. From orchestral drone
beds, to rock guitar blasts, to solo drum tracks to acoustic folk guitar
beds just try and find something that you cant use!
Q It Up: The RAP Network Speaks - DAW Tips, Tricks &
Shortcuts
By Jerry Vigil
Q It Up: What is one of your favorite digital
workstation tricks, tips, techniques, or shortcuts? Tell us which
workstation you use, how to perform the function, and how you use it. This
could be an editing trick, a processing tip, a file-management shortcut, or
most any useful function that you learned after learning the basics of the
workstation. It could be something from the advanced section of the manual,
or something you figured out on your own. Basically, were looking for tips
that some users of your workstation may not be familiar with.
Feature: "It Ain't the End of the World."
By Ed Thompson
The headline in the trade magazine always reads something like, "Big
Broadcast Corp Announces Purchase Of Little Town Radio Group." Further in
the story, Beau Tomline, Vice President In Charge Of Corporate
Reorganizations And Other Important Radio Stuff is quoted, "We don't
anticipate any personnel changes at this time." Two weeks to two months
later, without fanfare or publicity, former Little Town Radio Group
Production Director John "Voice Boy" Smith is quietly released in order to
"maximize resources" and production duties are added to Big Broadcast Corp
Creative Services Director Jim "Overworked" Jones. Its a scenario that plays
out almost every week. The afternoon guy at my first radio job told me once,
"Kid, you ain't really worked in radio until you've been fired at least
once." Little comfort when you're filling out forms for unemployment
benefits.
...And Make It Real Creative:
By Trent Rentsch
The gearhead in me still feels a twinge of hope when I read about the
latest processing miracle boxes that are coming out. Some of the newest
pieces of audio magic promise to turn your voice into that wonder of
voice-over you could only dream about in the past, adding growl, resonance,
rasp basically adding 20 years of whiskey and chain smoking to your vocal
cords. Id love to tinker with it and hear what comes out, but if I used it
all the time, made it "my sound," it wouldn't be me. I don't think I like
the sound of that. What I do like are the positives I occasionally get for
my own voice, the one God gave me over 40 years ago, the one that Ive spent
over 25 years trying to turn into something useable.
Way Off The Mark: Can You Hear What I'm Thinking?
By Mark Margulies
Conundrum. I got a note yesterday from one of the AEs we work with. Its
the same note I get at least 3 or 4 times a month. The note simply said --
in BIG BOLD LETTERS so I wouldn't miss its meaning" -- THE CLIENT DID NOT
LIKE THE SPOT!" Now, first of all, this violates one of the basic tenants we
preach here at BENMARadio, which is, "it doesn't matter whether the client
likes the spot or not. Its whether it will effectively accomplish their
goal." Now that doesn't mean we go out of the way to antagonize clients or
put things on the air they hate. Wed love every client to love every spot.
But the point is, writing a spot to please a client is counter productive,
because you're being judged on results. And the road is strewn with the
bodies of Account Executives who have bent over backwards to get a spot
completely to a clients liking, only to get that inevitable phone call two
weeks later: "I really love the spot you guys did. Im just not getting any
results. I have to cancel."
Monday Morning Memo: Tollbooth on the Yellow Brick Road
By Roy H. Williams
You are an advertising message. Your hope is to arrive at the Emerald
City, the prefrontal cortex of the human brain, that place where decisions
are made in the mind. Bad news - located just behind the forehead, the
prefrontal cortex is isolated from all the parts of the brain that gather
information from the outside world. A journey to the Emerald City is both
long and difficult. Good news - there is a yellow brick road, a highway that
will take you directly there! Bad news - the only entrance to this yellow
brick road is through a tollbooth called Broca's Area. Will you be able to
pay the toll? "Interest me!" cries Broca. "Surprise me with something I
didn't know. If you're not carrying new information or a new perspective,
you'll not enter my yellow brick road."
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