August 2007 RAP
August 2007 Highlights
Production 212: Remembering My Roots
by Dave Foxx
Last month, I talked about creating sub-masters, which treat all the
audio that goes through them with various processing plug-ins. The audio
from each track (or group of tracks) was sent to a sub-master for treatment
before it is sent to the Master Fader. It’s a fairly linear path for the
audio that gives you a lot of flexibility in the mix. (Track –> Sub-Master
–> Master) In this edition, I want to introduce you to sends and returns. On
the face of it, this will sound very similar to our processing bussing, but
it is actually quite distinct in that it makes a copy of whatever is being
sent, which is then mixed with the original signal. Depending on where you
return the copied signal, it can either go to the same sub-master as the
original or directly to the master fader. Now that I’ve laid it out, let me
explain why you would want to do this.
Interview: Ross McIntyre, Imaging Director, 100.3 The Q,
Victoria, BC, Canada
by Jerry Vigil
This month’s RAP Interview makes a return visit to Victoria, British
Columbia, where we check in after 12 years with Ross McIntyre, Imaging
Director at 100.3 The Q. The Q serves a market of just around 300,000, but
there’s nothing “small market” about what you hear on the air. Ross, a
7-time RAP Award winner, is celebrating 20 years at The Q, where “local
topicality” and self-deprecating humor are key elements in the imaging. If
there is one station that best represents the definition and execution of “stationality”,
it’s The Q. Ross gives us an up close look at the carefully and creatively
implemented imaging at The Q and catches us up on some of the fun they’ve
been having over the past decade. Be sure to check out the audio from Ross
on this month’s RAP CD!
Test Drive: AlphaTrack DAW Controller
by Steve Cunningham
I’m a fan of physical controllers for software audio editors. I like
pressing a button to drop into record, and adjusting a fader or knob to
tweak the audio. I still prefer a mouse for selecting a region to edit, but
after that I want something substantial to grab. And oh yeah... the
controller has to be small enough that it doesn’t consume my entire desktop.
I first laid eyes on the AlphaTrack controller back in April at the NAB
Show. It looked promising at that time, combining transport buttons, a
motorized fader, three knobs and a bunch of function keys. The problem was
getting one — Frontier Design Group sold out their first three production
shipments before they even arrived, so I’ve been waiting patiently. Well,
it’s here and rockin’.
Feature: Let's Make a Hit Record!
by Andrew Crothers
How long has it been since we radio folks have been able to truly claim
ownership of the music we play? The commodity we have been peddling for so
many years is long gone thanks to the digital realm. The trend became
evident to us all years ago. But I had been mulling a few questions over in
my mind for some time. What would happen if a track were only available on
radio just like the ‘good old days’? Would it fly? It was time for a little
experiment. Over a couple of drinks it was decided. All you need for a hit
song is a booming kick drum, a grinding synth and some misogynistic lyrics.
At least that’s how we perceived the state of music in 2007. So with secret
formula in hand, and tongue firmly in cheek, “Don and Drew” decided to give
it a whack.
...And Make It Real Creative
by Trent Rentsch
When last we visited the synthesizer development timeline, musicians had
become a space age one man band, sitting at a keyboard that could provide
literally an entire orchestra of music. The tools had advanced to the point
that the savvy musician with a subtle touch could accurately recreate “real”
instruments that could even fool those with “the ear.” At the same time,
competition had made synthesizers more affordable, with more features than
ever… much like their cousin, the computer. And with MIDI allowing
synthesizers and computers to “talk” to each other, a revolution in music
recording began. It seemed that every keyboardist, drummer, bass player,
guitarist, singer, even Harmoni-Cat was creating compositions in their own
home studio (read: basement and/or spare bedroom). A musical heaven, right?
Sadly, a lot of the material produced sounded like hell.
Radio Hed: Similitude
by Jeffrey Hedquist
Listeners will automatically position your advertiser in their minds
whether you do anything or not. You can help influence their perceptions by
linking your advertiser with something familiar. You can call it creating an
image or identity in the minds of the target audience. Build it around the
benefits customers get from the advertiser. Are there characteristics that
make the advertiser’s product or service different from those of their
competitors? If not, you may want to rethink putting them on the air.
Q It Up: The RAP Network Speaks! - How do you keep your
voice-over business thriving? - Part 2
Q It Up: This question is for all of you who either make
a living doing voiceover, or who supplement your income doing free-lance
voiceover. What do you do to keep your voice-over business thriving, whether
you’re making six figures doing voiceovers, or one of the many who
supplement other income doing voice work on the side? Is marketing the key?
Finding a great agent? Is it customer service? Is it keeping on top of your
voice game by always trying to improve your skills with training, exercises,
education or other means? Is technical quality at the top of your list? Do
you invest in the best mics, preamps, voice processors, studio acoustics,
etc.? Is it constantly refreshing demos? A great website perhaps? Is it all
of the above? Tell us what you think is key in your voice-over success, and
please offer any other thoughts you have on the subject!
Feature: Serving the Universe - Challenges of Imaging
Across Cultural Lines
by Steve Pigott
Some refer to the UK as America’s 51st state, and even Homer Simpson
himself once announced: “we Americans are England’s children.” Ok, so
culturally we may well not be worlds apart, but in radio imaging terms,
there are more differences that you may initially think. Think about
seasonal events such as Independence Day and Thanksgiving; none of these
appear in the English calendar. Mothers Day hits the UK in March, but
American mothers have to wait two more months to receive their gifts in May.
UK and US Dad’s share a beer on Fathers Day in June, but the poor Ausies
have to wait until September. Confused? Imagine having to keep track of all
these differences on a daily basis. Over the last two years, I have been
imaging stations from London to LA, Manchester to Madrid and stations in
remote areas of Kenya and Ireland — each and every one of them wanting to be
dynamic, fresh and topical.
Feature: Onward Content Soldiers
by Michael R. Lee, Ph.D.
Content is king. It’s the most misleading phrase in the history of radio.
After a decade or more of extolling its virtues, reciting it as a mantra and
doing virtually nothing to support it, content is on life support and
nearing flatline. The dictionary defines content as the substance or
material dealt with as distinct from its form or style. In radio, that would
be all material beyond music, commercials and news, including talk, bits,
sweepers, promos, contests, weather, traffic, sports, etc. The major focus
of radio content discussions these days is profanity and bad taste. What
words can be used? How does their context affect the right of the F.C.C. to
issue fines for using them? What phrases are offensive to particular
segments of the audience? Who should be fired for uttering them? It is
diversion in its purest form. It is a non-issue to most listeners, whose
interest in and attention to radio is waning for entirely different reasons.
The heart of the content deathwatch has everything to do with ignoring
listeners, no matter how much research is conducted in how to manipulate
them.
Monday Morning Memo: Four Kinds of Ads
by Roy H. Williams
Great ads can be either product-specific or store-specific. Bad ads are
generally category-specific. And then there are franchise ads. Franchise ads
build the master brand. The hope of every franchisee is that the ads
provided by the franchisor will generate enough brand magnetism to pull
customers into their store. Due to the fact that a franchisor can afford to
create a higher quality ad campaign than the typical local merchant, this
strategy often succeeds.
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