One thing that's been a major stumbling block in the Audio/Multi-Media industry in recent times is a huge influx of amateur talent that has started to devalue the industry as a whole. This is being seen in Voiceover, Content creation, Audio, Video, and just about any other creative field.
Why is this, and what does it really mean? Well, here's my take. Right or wrong.
Deep down, we're all creative beings. At our very core, we're all artists, musicians, writers, poets, and visionaries. Some of us just recognize this while others stifle it as, what I've been told time and time again, childishness and pursuits of selfishness rather than beneficial skills.
So, in a down economy, like we've been experiencing and when it's hard to keep a job, let alone find a new one, it becomes more tantalizing for us to start looking for creative ways to make money. We've seen a flood of this in the Voiceover industry in particular. People get wind of someone who makes a good comfortable living doing voice work and think "How hard can that be, you just talk into a microphone, right?".
What's the problem with that, you ask? Well, nothing, as long as they take the time to research the industry, build quality demos, get to know the equipment they need to be using and how to properly use it, learn some basic editing skills, and hone their voice delivery to match the expectations of the industry. That's not what normally happens though.
The norm has become the amateurs who pop up on lead sites and start bidding $25 for a voicemail message or IVR. Now, I'm not saying that rates should stay constant, or even consistently GROW, but there needs to be a connect with companies looking for voice talent that you're not going to get the same product from a $25 talent as you are a professional voice artist. Conversely, you're not going to land a professional talent for $25.
What is the difference you ask? Isn't it all just voice to microphone to computer? Nope, sorry, but it's not. The professional has invested money in quality equipment, to maximize sound and minimize noise. The professional is going to converse with the client about delivery, inflection, pace, and format. The professional is going to provide finished, edited, and enhanced product. The professional is going to guarantee his/her work and still be there when it's time for updates and enhancements. The professional has an overhead, as we do this as a business and not just a weeknight hobby.
As a professional, I feel it's my duty to encourage everyone who has an interest in a specific industry to study that industry. Get to know it, and learn to value it and put your best foot forward. Yep, there will always be a market for cheap, but keep in mind that if you undervalue your work, your clients will undervalue you. It's a guarantee.
Be the best you can be and charge what you're worth, not what you think you can get.
Showing posts with label Value. Show all posts
Showing posts with label Value. Show all posts
Wednesday, March 24, 2010
Wednesday, July 22, 2009
What is your value?
Hey Heroes,
So, here's a little something that's becoming quite an issue for me. The issue of personal worth and value.
Musicians, in particular, seem to be really bad about valuing their product. Is it because no one ever told us that our Art has merit? Is it because we've all been told that we can't make a living by making music? Is it because the competition for opportunities is so stiff that we're willing to cut off our own noses to get the chance?
Do we, as musicians, not understand that if we don't place "Value" on our product, we are undervaluing Indie music in general?
Let me ask you this. How many hours did you spend recording your song? 8? 10? More?
Say you ended up with 8 hours invested in writing, arranging and recording your new track. What is that song worth?
You know, I've actually seen my fellow Indies license a fully produced song for $25.
$25 dollars. That's $3.13 an hour. I hate to break this to you, but you could make more working backline at McDonalds.
There are those that say, "Hey it weeds out the chaff so that the experienced musicians can have more opportunity". There are those who say that "you'll make up for it in exposure". There are those who say that "it's just a hobby anyway, I don't expect to make any money".
Let's take a look at each of these, one by one.
- It weeds out the inexperienced and makes more opportunity for others.
That would be awesome, except that it also trains the potential licensee to think that if one person can do it for so little then we all can. I've also actually seen licensees state that "it's only going to be an hour long, you can do it for under $50". I mean, anyone with any experience knows how much time goes into creating 1 hour of finished audio, and I would hope my time is worth more than that.
- You'll make up for it in Exposure.
What does that mean? How many commercials or TV shows (MTV and VH1 excepted)do you see songwriting credits on, I mean unless you want to count the quick rolling, micro print credits at the end of a TV show, that have just gotten shorter over the years. How exactly does that give you "Exposure"? I've actually seen people say "you could promote it on your website". Yep. You give the show/commercial free advertisement and still only reach your mailing list.
- It's just a hobby, I don't expect to make money anyway.
The problem with this attitude is that it's harmful to other Indies. In fact this is the most harmful attitude. It's a case of the bitterness of a few being employed to bring down the rest. If you only consider yourself as a hobbyist, why are you dabbling in areas where people are trying to make their livings? To make a little side money? See the McDonalds reference above.
This brings us back to the mindset of feeling that what we do doesn't have value. If music didn't have value companies wouldn't be searching for it for their adds. If music didn't have value, that kid at the guitar store wouldn't shell out $15 for a Nirvana Tab Book. If music didn't have value, you wouldn't drop $7 to sit in a smokey club and have your eardrums battered every Friday and Saturday night.
It is possible to make a living at music, but we have to value what we do.
What is your time worth?
What is your soul worth?
Later,
So, here's a little something that's becoming quite an issue for me. The issue of personal worth and value.
Musicians, in particular, seem to be really bad about valuing their product. Is it because no one ever told us that our Art has merit? Is it because we've all been told that we can't make a living by making music? Is it because the competition for opportunities is so stiff that we're willing to cut off our own noses to get the chance?
Do we, as musicians, not understand that if we don't place "Value" on our product, we are undervaluing Indie music in general?
Let me ask you this. How many hours did you spend recording your song? 8? 10? More?
Say you ended up with 8 hours invested in writing, arranging and recording your new track. What is that song worth?
You know, I've actually seen my fellow Indies license a fully produced song for $25.
$25 dollars. That's $3.13 an hour. I hate to break this to you, but you could make more working backline at McDonalds.
There are those that say, "Hey it weeds out the chaff so that the experienced musicians can have more opportunity". There are those who say that "you'll make up for it in exposure". There are those who say that "it's just a hobby anyway, I don't expect to make any money".
Let's take a look at each of these, one by one.
- It weeds out the inexperienced and makes more opportunity for others.
That would be awesome, except that it also trains the potential licensee to think that if one person can do it for so little then we all can. I've also actually seen licensees state that "it's only going to be an hour long, you can do it for under $50". I mean, anyone with any experience knows how much time goes into creating 1 hour of finished audio, and I would hope my time is worth more than that.
- You'll make up for it in Exposure.
What does that mean? How many commercials or TV shows (MTV and VH1 excepted)do you see songwriting credits on, I mean unless you want to count the quick rolling, micro print credits at the end of a TV show, that have just gotten shorter over the years. How exactly does that give you "Exposure"? I've actually seen people say "you could promote it on your website". Yep. You give the show/commercial free advertisement and still only reach your mailing list.
- It's just a hobby, I don't expect to make money anyway.
The problem with this attitude is that it's harmful to other Indies. In fact this is the most harmful attitude. It's a case of the bitterness of a few being employed to bring down the rest. If you only consider yourself as a hobbyist, why are you dabbling in areas where people are trying to make their livings? To make a little side money? See the McDonalds reference above.
This brings us back to the mindset of feeling that what we do doesn't have value. If music didn't have value companies wouldn't be searching for it for their adds. If music didn't have value, that kid at the guitar store wouldn't shell out $15 for a Nirvana Tab Book. If music didn't have value, you wouldn't drop $7 to sit in a smokey club and have your eardrums battered every Friday and Saturday night.
It is possible to make a living at music, but we have to value what we do.
What is your time worth?
What is your soul worth?
Later,
Monday, August 18, 2008
Nameless faceless masses, or your very own evangelists?
Before I jump in, I would like to thank Tony Van Veen of Discmakers/CD Baby for his words regarding Discmaker's recent acquisition of CD Baby. Here at Serious Vanity Music we are not only users of CD Baby, but part of the Discmaker's Studio Partners program as well, and plan to stay that way. I know that, for our part anyway, we are looking forward to seeing what new benefits this change in ownership will bring to the CD Baby family.
So, let's talk Evangelism. I'm not referring to the Fire and Brimstone type, I'm talking about your fan base/customers/clients.
Are you content with having people like what you do, or are you ready to have them start spreading the word about you? There is a difference, you know. It's one thing to have the regulars show up at your weekly gig at the local club, but are they following you to that show 100 miles away? Are they on the Internet for weeks leading up to that show telling everyone they can about you and what they can expect if they show up?
People don't preach your message unless you give them a reason to. What benefits do you offer that will make people stand on the mountain tops and scream your name?
In this situation "benefit" is the operative word. People don't do anything is this world without a perceived benefit. They want to feel that they are getting something with enough value that it makes it worth their time to tell others about it.
New operative word "value". The American Heritage Dictionary (sorry, I couldn't find my copy of Websters) says Value is "an amount considered to be a suitable equivalent for something else; a fair price or return for goods or services". This doesn't have to be a monetary or even a physical investment on your part. Often times it comes down to just simply making a person feel that they are are a part of your team.
I know, Street Teams are nothing new, but that's not exactly what I'm getting at. I'm talking about community. To give an example; If you do a Google search for Duran Duran fan communities you will find that there are hundreds of them online. These are communities where it's a major pastime for the participants to just share their love for their favorite band. This may be a rather large example, with a couple of decades head start, but I think it's still the ideal example of what can be accomplished by making people feel like they are a part of something bigger than themselves, and believe it or not, it's the quickest way to get your news spread about.
What are you willing to do to add value to your fan/customer/clients experience?
So, let's talk Evangelism. I'm not referring to the Fire and Brimstone type, I'm talking about your fan base/customers/clients.
Are you content with having people like what you do, or are you ready to have them start spreading the word about you? There is a difference, you know. It's one thing to have the regulars show up at your weekly gig at the local club, but are they following you to that show 100 miles away? Are they on the Internet for weeks leading up to that show telling everyone they can about you and what they can expect if they show up?
People don't preach your message unless you give them a reason to. What benefits do you offer that will make people stand on the mountain tops and scream your name?
In this situation "benefit" is the operative word. People don't do anything is this world without a perceived benefit. They want to feel that they are getting something with enough value that it makes it worth their time to tell others about it.
New operative word "value". The American Heritage Dictionary (sorry, I couldn't find my copy of Websters) says Value is "an amount considered to be a suitable equivalent for something else; a fair price or return for goods or services". This doesn't have to be a monetary or even a physical investment on your part. Often times it comes down to just simply making a person feel that they are are a part of your team.
I know, Street Teams are nothing new, but that's not exactly what I'm getting at. I'm talking about community. To give an example; If you do a Google search for Duran Duran fan communities you will find that there are hundreds of them online. These are communities where it's a major pastime for the participants to just share their love for their favorite band. This may be a rather large example, with a couple of decades head start, but I think it's still the ideal example of what can be accomplished by making people feel like they are a part of something bigger than themselves, and believe it or not, it's the quickest way to get your news spread about.
What are you willing to do to add value to your fan/customer/clients experience?
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