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Post-Production Audio: Promo Mixing

One area of the post-production industry that goes under the radar when looking for jobs or career paths is advertising and promos. A promo is a form of advertising used in media/broadcast to promote a program or event. You’ve probably seen these a million times and never thought much of it. “Coming up next on the Simpsons!” or “Tuesday night right after the Voice!”

 

Mixing a promo is not terribly complicated. There’s usually voice-over, dialog, sound fx and music. The content is short – generally, you are given a “spot” which is 30 seconds (but could be other lengths). Then, there can be “cutdowns” of that spot – shorter spots that are usually derivative of the longest one. For a 30 second spot, the cutdowns might be 20, :15, and :10. Here’s an example of a 30-second spot and a basic cutdown version:

 

Once you mix the:30 it’s often a matter of conforming your mix/tweaking or applying settings from the original mix to the cutdown versions.

The main thing that makes promo mixing difficult is organization and file management. For one spot, you might have 3 cutdowns (4 mixes in total) plus “versions.” Versioning is taking your mix and changing the tag – the VO at the end of the spot that identifies the show, time, date, network, etc (“The Americans. All-New Next Tuesday. Only on FX”). Your average tv show that has a promo for next week’s new episode might have the following tags: Next Wednesday, Wednesday, Tomorrow, Tonight, Next. If they’re running a spot early there might be tags like “This summer,” “coming in May,” “premieres May 5.” Sometimes it gets specific like “Next Wednesday at 8” or “Wednesday at 9/8 Central.” There might be promotion across networks or platforms, too. For example, a mix I do for the cable network FXX might also air on FX, Fox, On Demand, and online streaming (FXNow). Some promos are also on the radio or play at movie theaters.
This basic Protools session shows tags for a :30 spot and 3 cutdowns (:20, :15, and :10). The three versions for each spot are “Starts Today at 3,” “Starts Next” and “Continues.” Sometimes it’s easier to do the mix and tags in separate sessions.

If you have a bigger session – say 10 tags for a spot and 3 cutdown versions – that means 40 total you have to edit voice-over (and mix), output and name files, double-check the file names match the mix and spot check the mixes. You may be asked for similar named versions like “premieres next” and “premiering next” so naming files correctly is very important. This is just one promo and you might be doing multiple in a day! This is why people who are detail-oriented do really well in promo.

Voice over script with many tags

As a promo mixer, you get to wear a lot of hats. You might be recording voice-over, editing dialog, sound design, recording Foley or walla (background voices), and music editing. Generally, you don’t get to wear so many hats working on movies or tv shows and definitely not on the same day.

There’s a nuance to promo mixing because there’s a lot of things happening at once that are all competing for your attention. Your job is to point the listener to what’s most important. There can be a lot of mood changes in a short period of time and a good promo mix can navigate these without calling attention to volume rides or overlapping audio. When an explosion happens in a promo you’re usually onto the next idea when the audio is barely starting to decay.

Promo mixing can be a great gig if you’re trying to pursue another interest, too. Mixers are usually booked by the day and there are opportunities to mix from home. It’s not as hard to break into as film mixing, for example. However, it’s not the type of gig you necessarily want to learn on the job because deadlines can be tight. Often a mix is booked the same day a spot needs to air so there’s not a lot of room for error. If you are good with details, organization, are a fast editor and mixer, enjoy wearing a lot of hats, and not looking for your name in the credits, promo mixing might be a good fit for you!


Kirsty Gillmore – A Diverse and Rewarding Career

kirsty3Kirsty Gillmore is a London-based sound designer, sound engineer, voice demo producer, and voice actor. She started working as a sound engineer in 2000 in her home country of New Zealand. She has had a diverse career since that start, working across a variety of fields including music, post-production, broadcasting, theatre, opera, and live sound.

Musical since the age of five Kirsty was always part of the choir and orchestras at school. As she grew up, she played around with recording technology using cassette players and her mum’s record player. One of her favourite toys was a Casio PT-1 Synth and Kirsty credit’s this with an endearing love of vintage synths! After secondary school, she applied to study for two degrees in music and arts at the University of Auckland in New Zealand because it seemed like the logical choice. At this time. Kirsty wasn’t aware that studying sound engineering was an option until the second year of her degrees.

While playing viola in an outdoor production of Macbeth she struck up a conversation with the composer about a gig they had both been to and how it could have been improved by changing the mix. It was the first time she had thought about what went into making that music and sound happen, and it grabbed her. It was around this time that Kirsty decided that she didn’t have the talent to make it as a solo musician and the only other career option that seemed to have a clear path for music graduates was teaching. Kirsty was already teaching and didn’t consider this to be a lifelong career at this stage of her life. Being a sound engineer gave her an entirely different career path and a way of using her musical training without being a musician.

After that conversation in the mid-1990s, Kirsty spoke to a lot of sound techs and sound engineers, all had learned on the job by attaching themselves to particular bands. At the time, it was a pretty closed shop, exclusively male, and Kirsty couldn’t see a way in. She started looking into courses when her composer friend suggested a course that a friend of his had done. In the ’90s in New Zealand, there were only two institutions that offered sound engineering courses, so Kirsty applied to the one with the best reputation, the Music and Audio Institution of New Zealand. She almost had to decide on studying stage management and technical theatre, as she had been involved with theatre all the way through university, but the only technical theatre course in the country was brand new and didn’t cover sound. She spent two years training as a sound engineer, mostly in music production and also synthesis, live sound, post-production, radio sound, electronics, and sequencing. In her second year, Kirsty did a placement at a post-production studio and was offered a trainee role, which then led to a freelance position.

Her first job after graduating from the Music and Audio Institution of New Zealand was as a freelance ADR & Dubbing Engineer at Native Audio in Auckland, New Zealand. One of Kirsty’s jobs as a dubbing engineer was for a series of English-speaking children’s programmes that were dubbed into Maori. At the time in New Zealand, there weren’t many opportunities to work in sound and in 2002 Kirsty made the decision to move to London, UK. She threw herself into the local scene and applied for any audio job she could find and surprised herself by getting a job within the first month as an audio archivist at the British Broadcasting Corporation (BBC).

For the next eight years, Kirsty built her experience working in various roles at the BBC where she learned about sound for speech-based radio, TV and online.  By 2010 her job had somehow become entirely administrative, and she was pretty unhappy, so when the opportunity for a redundancy came along, Kirsty took it and went back into freelance work.

By the end of 2010, Kirsty had set up her company, Sounds Wilde and spent the next year doing various freelance sound jobs in post-production, live sound and theatre before deciding to focus on theatre, voice acting, and voice production. Currently, Kirsty is looking to expand into sound design for games, which works well alongside voice acting work and directing for voice acting. She is also interested in more composition work.

Kirsty is a big believer and advocate of educating yourself both formally and with ongoing training. Her initial formal training gave her a solid understanding of the basic concepts and a common language for sound, but she finds that since she has been working in sound, she has consolidated these concepts, and it’s allowed her to build and expand her knowledge. Kirsty says there are topics she covered in her formal training which she only now really understands. In the past few years, Kirsty has done short courses on mixing for musicals, radio production and various aspects of theatre sound.

Through the early years of Kirsty’s career, she didn’t have much support, in fact, asking for support was actively discouraged in the jobs she held in the first five or so years of her career. Kirsty found that everyone was just expected to get on with their jobs and learn through mistakes. While Kirsty never had a mentor, (though she would have really loved one) there were people whose work she admired like Nigel Godrich, an English record producer, recording engineer and musician best known for his work with Radiohead, Butch Vig, an American musician and record producer, who is the drummer and co-producer of Garbage and also Sylvia Massy who, at the time was the only female producer, mixer and engineer Kirsty knew of. Massy is recognized for her work on Los Angeles’s alternative metal band Tool. When Kirsty started to specialise in post-production, she found she definitely admired the work and career of Leslie Ann Jones.

In her studio, Kirsty has Focal CMS50s as monitors, (which she loves). Kirsty does all her mixing in the box and in doing it this way – she doesn’t need a console.  Her main go-to mic for voice-overs currently is an AKGC414 and for software, she uses ProTools for most of the recording and mixing she does, Ableton is used for looping and Qlab and Ableton are used for the theatre sound design work. For theatre sound, Kirsty prefers DiGiCo desks (with the theatre sound “T” software) and definitely DPA mics!

kirsty2Kirsty has had her share of discrimination and is a prime example of self-belief and determination to come out the other side. Discussing how she has been accepted in a male-dominated field, Kirsty will tell you she has been discriminated against too many times to count.

Thankfully, the more experienced Kirsty became, the discrimination issues seem to be fewer. She is not sure if the climate is changing or if her body of work speaks for itself but says it’s nice not to have to deal with it as frequently.

Looking at what’s ahead for Kirsty seems pretty exciting. In her studio, Kirsty is looking to invest in more mics. She is interested in what Advanced Audio can offer as alternatives to the Neumann U47 and U87. She is also looking at replacing her soundcard soon and is hoping to trial a Focusrite Claret with Thunderbolt, and the equivalent from Apogee as well.

Hopefully, there will be more international opportunities. After years of working in London Kirsty is looking forward to working at least a few months next year in her home country of New Zealand both as a sound designer and sound design tutor. She would also like to expand into game sound design and develop a composition portfolio, as well as taking on more voice-over directing opportunities.

Kirsty’s message is about being consistent, persistent, and open to opportunities.  She says “It’s great to have your heart set on a particular career in sound but don’t be put off if that doesn’t pan out at first. Once you know the fundamentals of sound, you can apply them to lots of different career paths as long as you’re willing to learn and take the time to meet people and build relationships. Technical skills are obviously imperative, but it’s your people skills that will get you the job. You’ve got to be prepared to hustle and find the opportunities; the jobs won’t come to you. Don’t be afraid to sell yourself, be proud of your achievements and confident in your skills while being open to learning from others”.

By Toni Venditti

 

Losing your Footing as a Freelancer and Getting it Back

Three years ago, something happened to me that could happen to any freelancer: I woke up one morning to an email from a production company terminating my freelance employment with them. In one click I lost a gig that brought in over half my monthly income at the time. Cue significant worry and mild panic!

The company who employed me assured me that it was nothing to do with the quality of my work, there was suddenly just not enough work to go around. I had been hired as a freelancer when the company was experiencing growth, but as that growth had unexpectedly slowed down to a trickle, my services were surplus to requirements.

It’s hardly an uncommon story in today’s economic climate, especially in the arts. Venues close every week, events stall due to lack of funds; production companies decide it will be cheaper to do certain jobs in-house instead of hiring freelancers. Losing income, especially from a regular gig, can send even the most level-headed freelancer or small business owner into a slump. However, throwing a pity party isn’t going to make the situation easier to manage. As hard as it feels, in my experience what will get you through the tough times is a plan of action. Three years on, I’ve had many more uncertain periods of employment, and each time I’ve been better equipped to bounce back.

Vent offline

We all know moaning about our lot on social media makes us look unprofessional, but it’s so much harder to resist doing it when it seems life has dumped us in it. Resist, resist, resist! Get someone to hide all internet-capable devices if necessary. You can get the sympathy you deserve from your significant other, friends or family. Unless you’re part of a high-powered family firm, you can afford to sound desperate, whiny and disheartened to your nearest and dearest  – but you definitely can’t afford social-media-savvy potential employers to see you that way.

Accept the situation and turn it to your advantage

It sucks but constantly wondering “why me?” isn’t going to change it. It’s happened, now it’s time to move onwards and upwards. If your contract ended for any reason other than your incompetence, a thank you email is a great way to show your appreciation for the company and your employer. You can also use it as an opportunity to offer your services for future work and to ask your employer to recommend you to other clients.

Acknowledge the lessons learned

If you haven’t had a clear answer why your services are no longer required, draft a polite email to your employer and ask them. Take the time to consider all the feedback you receive, positive and negative. It’s a great learning tool and can highlight areas for improvement that you haven’t considered.

Think about what you could have done that might have changed your current situation. Could a written contract have helped avoid this situation? Should you have been clearer about your hours of work, availability, turnaround times, etc.? Something I learned was not to be so quick to consider this job as “regular” income after only a few months. I’ve since taken steps to be better prepared for similar situations by establishing multiple revenue sources, rather than trusting it would come from the same source month after month.

Retrace your steps

How did you get that work in the first place? You must have done something right to get your foot in the door, and it may be worth repeating the same steps.

Go back to your application or cover letter and highlight what you think may have made you stand out to that employer. Revisit the CV, demo or portfolio sample you sent them – did you tailor it to them, or was it more a sample of your strongest work? Re-read any correspondence you had with them before, during, after the job – is there anything about your application, work, or business practices that they single out? If you got the job through personal recommendations, consider why your contact would have recommended you – or better yet, ask them!

Embrace the opportunity

If the work you lost was a large ongoing project or regular work, chances are you’ll have some holes in your schedule. Sure, a portion of that time will be taken up with finding work to replace the work you’ve lost, but you might well find you still have a bit of spare time.

Take the opportunity to work on those projects you’ve put to one side while you concentrated on “real work”. If you’ve put in the time and effort into your business, the work will return, but until then, why not use the time productively and tick off some of those tasks you’ve been saving for a slow period? Updating accounts, revamping your website, polishing and learning new skills, catching up with colleagues, making sure your portfolio is up to date, getting out and experiencing inspirational gigs and shows, all of which can get lost and forgotten in the process of day-to-day money-making. Now’s your chance to catch up.

I remember that in the weeks following losing my major gig three years ago, I became very thankful for the extra time it gave me. I reassessed my priorities, make progress on projects, caught up on articles that I’d been meaning to read, and you know, had a break.

Losing work can be scary, but it doesn’t have to be the end of the world. In fact, it may even increase your chances of being employed in the long run.

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