blog

Staying power

In the last week, pop culture marked two major milestones:  Mick Jagger turned 70 and the release of Madonna’s debut album turned 30. It got me thinking about staying power. What makes people like Mick and Madonna stick around for so long? And remain just as popular as the moment they first made it big?

The Rolling Stones on a recent cover of Rolling Stone

The Rolling Stones on a recent cover of Rolling Stone

 

Here’s my theory:  they’ve never been afraid to take creative risks. They’ve hung their entire careers on constantly pushing the envelope and never settling for what’s comfortable. It’s not only kept them relevant, it’s commanded respect from people who aren’t even their fans. Even if you don’t think Mick is still one of the sexiest men on earth (which is arguably the case), you gotta respect the guy for belting out Beast of Burden live on stage with Katy Perry recently. If nothing else, it was a savvy move on his part, because it exposed him to an entirely new audience that may have only known him up to that point as the guy Grandpa listens to on the radio. Of course, not every risk pans out. I must admit, I never quite understood Madonna’s cowgirl phase. But whatever. She wasn’t afraid to take the risk, and it created forward momentum for her next phase and the next and the next.

 

This theory also applies to the video industry. If you never take a creative risk, your videos will inevitably start to look stale. If you never try out a new piece of equipment, the product will inevitably look dated. The key is to always be looking for new and unique ways to shoot video or write a script. Push the envelope, even just a little bit. Sure, it can be scary. And it can sometimes blow up in your face. It might cost you some money. You might have go back to the drawing board and start from scratch. But if you never step outside your comfort zone, inevitably, your video will eventually look like it is circa 1983. Taking creative risks can expose you to an entirely new set of clients and will undoubtedly earn you the respect of your colleagues and even competitors. And it is what will keep you in business for the long haul.

 

Now… any bets on whether Justin Bieber will still be around in 30 years? For the sake of my grandchildren, I hope not.

The Art of Audio

 

It is a crucial, yet sometimes over-looked, element of a video. The sound. Here’s another lesson, this time in the art of audio, courtesy of our audio expert and partner in crime, Robb Moore (seen here in attire that proves his dedication to the job).

Tyler and Robb, showing why they're the best in the business

Tyler and Robb, showing why they’re the best in the business

 

 

Q: What is it about sound that gives such power to a video?

 

Sound is the other side of the image. That being said–knowing when to use sound, and not, is just as powerful. Sound hits people in a different dimension as the image does, so most of the time, it’s very important.

 

Q: What are some common mistakes people make when it comes to audio?

 

Not following the motivation of the piece. If the subject is supposed to be on a phone, make it sound like a phone. If the actor has been hit on the head and it’s in their point-of-view, make it sound “blurry.” Try to get the best sound you can in the field… and don’t forget effects for post. A sound recordist should be trying to tell the story with sound, so that if someone isn’t watching the video, the soundtrack tells the entire story. Bad sound can make the video look bad, and make the work of the gaffer not shine. Sound is the third leg of the stool–so give proper attention and weight to it’s execution. Often times people obsess about cameras…but that’s only part of the project.

 

Q: How do you fix those mistakes?

 

Some mistakes can be fixed, but a lot of mistakes from the field cannot be fixed without going back to production. So get the sound, and get it right. Check meters, ask questions and listen!

 

Q: What are a few basic tips for good sound?

 

Line level. Use the highest level signal you can. It overcomes lots of problems on set. Also, exercise your preamps. Audio preamps have a sweet spot, so if you’re not running your input gain and meters close to unity, you’re not getting the quality out of the gear you should be. Sound is an active job. Don’t set levels “and forget,” keep moving! The better you do your job, the better post production will go, and the better the final product will be.

 

 

AMA Iowa

This is Lynn blogging at you today, with a shameless plug for a great organization. I recently joined the board of directors for AMA Iowa, and I’m beyond geeked-out about it. You see, I’ve always been interested in the field of marketing, and in recent years, the hubby’s business has given me a legitimate reason to learn more about it. (I’m the wanna-be CMO of 515 productions.) But the big question was– where to start? I’m a reporter by trade. What did I know about marketing? Not much. So I decided to check out an AMA Iowa luncheon last year. I felt like a fish out of water when I walked in the door. But this group made me feel so welcome, my fears of looking like a loser evaporated.

 

 

I continued to attend monthly luncheons and other events, and more than a year later, I’ve learned A TON about the art of marketing. I’m (obviously) no expert, but the more I learn, the more I’m fascinated by this field. And it is so satisfying to challenge myself to get outside my comfort zone and learn something new.

 

So here’s my plug:  if you are in the marketing industry (or want to be), check out the American Marketing Association. It is a great place for novices and seasoned pros, alike. The luncheons keep you up-to-date on the latest trends. The connections you make are invaluable. And its never dull to hang out with a bunch of out-going creative types that make up the world of marketing.

 

This spring, we produced a video for the Iowa chapter. The people in it can better explain what it is all about. Please check it out. And hope to see you at a luncheon sometime soon!

 

 

Preventing Blindness

This summer, we’ve had the pleasure of shooting a video for Prevent Blindness Iowa, a great organization dedicated to helping children and adults maintain healthy vision. In doing the video, we’ve learned some interesting information. For instance, did you know:

  • Half of all blindness can be prevented
  • 75% of Americans wear vision correction (glasses or contacts)
  • Americans fear vision loss more than they fear cancer

 

A few weeks ago, we got to meet John Swift. He is a polite, well-spoken kid, a fantastic golfer, and he suffers from a vision problem that is being corrected through the use of an eye patch. His parents were alerted to the problem thanks to a free vision screening at his school, funded and conducted by Prevent Blindness Iowa. Without that screening and intervention, John may have suffered irreparable vision damage. And that could have prevented his promising golfing career. Rory McIlroy, watch out!

 

You can see Swift’s swing for yourself in a few weeks, when the video is released. In the meantime, check out more about Prevent Blindness Iowa. It is an organization we are proud to support, and we hope you consider doing the same.

 

 

 

 

 

Hidden gem

One of the many perks of video production is getting to visit very cool places all over the world. This week, a photo shoot for Von Maur took us to Salisbury House and Gardens in Des Moines. If you’ve never been there, a visit will not leave you disappointed. Especially right now, with the gardens in full bloom.  

 

The 42-room mansion was built in the 1920s by the guy who invented make-up. Right here in DSM. Who knew?!? He modeled it after a castle in England.

 

During the Roaring 20s, this place was party central. Louis Armstrong is said to have played here. The piano he is rumored to have played is still there.

 

The venue hosts some very happening events throughout the year. This coming weekend, you can catch a performance of “Midsummer Night’s Dream” out on the lawn. And my wife is chomping at the bit to attend the Gatsby Gala in September.

 

I highly recommend a visit to one of Des Moines’ hidden gems. Especially in the summertime. Maybe the next time the in-laws come to town….

 

Snow in the summer?

Finally. The cool, rainy spring is giving way to warmer summer weather. The snow has melted. Flowers are blooming. Trees are full of green leaves, once again. The landscape has changed. Make sure your video changes with it.

 

Our client, Yess Yoga, is a perfect example. This winter, we shot a video about YY out on a frozen lake in Minnesota. Beautiful images. But not in June. When it is 80 degrees outside, it’s disorienting to watch a video full of snow and ice. So last week, we went back up to the lake and got some fresh, summertime shots. We’re not overhauling the entire video, but simply updating it to fit the appropriate season.

 

As the saying goes: the devil is in the details. If you disregard details like snow in the summertime, your video will get noticed– for all the wrong reasons. You don’t have to reinvent the wheel to update a video. It doesn’t have to be an expensive or time consuming task. Keep it simple. Keep it current. And don’t forget to find the beauty in the changing seasons.

 

3-tons of fun

Our partner in crime, Robb Moore, has a ton of tricks up his sleeve. Actually, almost three tons. Here’s an update on his treasure trove of toys at Truthpoint Media:

This past year was a big year of additions. We’ve added a fleet of HMI lights to the grip truck, which opens up possibilities like being able to “fight the sun” and match the color of daylight natural lighting. We also added a dolly package and a 12′ jib. We added too much light control devices to mention, but can manipulate light with objects up to 12′ by 12′. And, for table-top work, we finally added a “dots & fingers” kit, to help add shape and texture to lighting when shooting food and products. We have a few more items to get… but are pretty close to a 3-ton package.

 

On the “art of being prepared”:


Everything in the truck prepares us for the unexpected. It is a huge tool box on wheels, that gives us the capability of handling any surprises that may be thrown at us. A lot of people are very talented at what they do, but when the schedule is firm and work needs to be done, we don’t let adverse conditions and challenges on location interfere with the quality of the product and prevent us from reaching the finish line. We are prepared for weather, dirty windows, wind, etc. Each time we’re confronted with a new challenge, we run at the opportunity at gaining the tools, resources and knowledge to overcome it. When we’re not shooting, we’re meeting and talking about how we can be even better prepared. It’s always a work in process and something we’re serious about. And, if you can’t tell, something we’re very proud of.

 

NAB. That time of year again…

Well,  it’s that time of year again. NAB. All your gear will soon be outdated as every major company and startups alike announce their new gear. It’s amazing how fast a year can be. Its equally amazing how fast your “new F3” can be out dated (for us, it took about a year and a half). It kinda makes your head spin!

Nevertheless here are some companies to watch this year at NAB!

RED:

Obviously RED is always a “must watch” at NAB. But this year will be special. The new DRAGON sensor is right around the corner and its going to be crazy! adding almost 5 more stops of Dynamic range to the current EPIC and its Mysterium-X sensor it will practically see in the dark. NAB should be the time prices are announced, and I know that is what everyone is really anxious to know. Hopefully it won’t break the bank TOO much.

SmallHD:

These guys make some amazing monitors. This year they discontinued their DP6 monitor and announced their new DP7 with a variety of flavors. LCD, OLED, and High Bright. The High Bright, or “Pro” model is supposed to be Daylight visible. I am gonna keep my eye on that one for sure!

Adobe:

These guys are making a huge push for the production world. With Final Cut Pro dead, and AVID losing money rather quickly, Premiere has staged themselves to be the next “industry standard” editing application. I will grant that AVID is still clinging to life, and Media Composer 6.5 is supposed to be a vast improvement to 6, but I am part of the group that saw the writing on the wall and ditched AVID for Premiere. It’s been great ever since. At this years NAB I am sure Premiere will see some major improvements as they keep fighting for more users.

Sony:

With their new cameras the F5 and F55 on the street, I am curious to see what they announce at NAB this year. They will always hold a place in my heart. The F3 was amazing, and the 5/55 look great too. Can’t wait to see what’s next for them.

Field recorders are also becoming commonplace in the industry as well. Atomos and Convergent Designs are two of the top right now. Convergent Designs has announced their new 4K field recorder/monitor. It looks like it would pair really well with the EPIC. While Atomos has not announced anything I have heard of yet, I am sure they will release something that will enhance their already robust Samurai.

Thats just a handfull of things to watch. And obviously its geared towards the things we use on a daily basis. Other companies to keep an eye on are: Canon, Teredek, G-tech, Tricaster, ARRI, AVID, Black Magic Design, Lite Panels, Cineflex.

The list can go on and on for days, I’m sure.

Its always fun to look back at the “good ol days” of video production. Beta cams were the work horses and they weren’t going anywhere. To be fair, their shelf life outlasted any new camera to date. Obviously with new technology comes the ability to design and manufacture better cameras faster, and there will probably never be a camera that lasts as long as the beta cams did (although RED and ARRI look like they are trying to change that). While there are positives and negatives to this new age, case in point, my F3 being outdated so quickly, it is really an amazing time to be in video production. The possibilities are endless now, for everyone and for every budget.

Vimeo shakes things up

Got a great video product, but no way to sell it to the masses? Here’s a potential solution.

 

Vimeo has just announced its “Vimeo On Demand” service, and with it, changes to the way people can promote, sell and distribute video. This is a big deal, because it opens up so many avenues for indie filmmakers and reality series producers alike. The kicker is, Vimeo will allow the creators to keep 90% of their profits.

 

Having gone through the process of pitching a reality series to the networks before, I know the hoops you have to jump through. Line-item budgets have to be meticulously prepared, schedules have to be created well in advance, and a sizzle reel has to be produced. All of this usually happens on your own dime. And then if you go the network route, ultimately, the final product is no longer yours. With the trends constantly changing, a network gets to dictate the direction in which your show goes. Not fun.

 

Now with Vimeo On Demand, you can set your own standards (unless you have an investor helping fund your production, of course). Think of the possibilities! You can come up with an idea, shoot it on your own time and when it’s all done, you simply post it to your Vimeo on Demand Page, and BAM!, you have distribution. A downside is that you will have to have a Vimeo account to access the videos on demand, but that is a very SMALL downside.

 

This is not limited to reality TV or television in particular. It is all aspects of video. If you have a movie, music video, short, documentary, or anything else that you feel people will be willing to pay to watch, Vimeo on Demand has you covered. I think this is going to be HUGE for our industry, and I can’t wait to try it out!

 

And, just for fun, here’s the reality TV show we pitched to the networks, called Yukon River Haulers. There were some “creative differences” with the powers-that-be over how to approach the project that prevented it from moving forward. Maybe now, it will see the light of day!

Yukon River Haulers from 515 Productions on Vimeo.