I stumbled on the premiere of an amazing series called “Soundbreaking” on PBS.  It was created by Beatles producer Sir George Martin and through 160 interviews with musicians, producers and recording engineers, it tells the story of the creative process in various genres of music and how some of the greatest songs came into being in the recording studio.  Episode one focused on producers and it inspired and helped clarify in my mind what I want to convey to my potential clients.

I recalled an article entitled, “Why Do Local TV Commercials Suck?” and some good points paralleled “Soundbreaking” with the necessity of a good producer.  Technically speaking, most local commercials are shot, lit and edited well.  It’s the “cheap and fast” model of cranking as many out in the shortest time that compromises the quality of the material.  Producers assigned to these commercials usually run with whatever idea the business owner comes up with, no matter how ridiculous or embarrassing.  Here is an example used in the article.

This one made me wonder if the producer was afraid to criticize the client’s idea!

I’m not saying a commercial or promotional video can’t be humorous or quirky.  But I can’t see how a producer could look a client in the eye and agree these approaches were the best way to attract new customers.  Just like recording great music, it’s the producer’s objectivity, honesty and input and that draws the best out of the musician while, as Quincy Jones explained, being “gentle” at the same time.

That’s why my approach has always been to respectfully and carefully listen to the client’s ideas, but also be honest if I feel something might not work. The same approach applies to directing on camera performances. I would never just accept a take for the sake of time.  Whether it’s a nervous high school student or a person with a foreign accent, I do my best to make them comfortable and work through different approaches to get the most natural performance.

The bottom line is every piece I work on is a reflection of me and my standards are just too high for compromises. This is a collaborative effort and like a music producer, I want to the client’s voice to shine through and reach as many people as possible.

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