Issue link: https://digital.copcomm.com/i/237968
OUTLOOK AUDIO pitching process. If we can get involved in pre-production as well, find out how they're approaching the shoot, and show us the scripts beforehand, then we'll be able to get ahead of ourselves a bit, and offer ways to get the recordings, or ask for a location's sounds while they're out there." THREATS: "Budgets are getting tighter. Also, for audio, we're at the end of the cue when it comes to handing out the money. On top of that, we're given less time to work. So, we're trying to deliver more in less time without making compromises in the mix and what we do. Technology keeps advancing as the budgets keep lowering, so it balances itself out a bit. There is always an issue with certain dramas, where the budgets are not quite there. We always try to get a great product out in the time given. That's the trick for us." Penny Lane's clients include Toyota, Verizon and Don Julio (pictured). OUTLOOK FOR 2014: "The outlook for next year is a good one. We already have some excellent TV dramas lined up, so the beginning of next year looks good. Hopefully, we can keep growing the number of co-productions on American mini-series, and try and get more highend dramas over here. The American productions are always great to work on. They have realistic time allocations built into the budgets and that makes for great shows to work on. More shows are being mixed in 5.1, which is great for us, because it gives us more opportunity to play with the sound and get a better product." Claudia Gaspar Executive Producer/Studio Manager Penny Lane Studios New York City www.pennylanestudiosinc.com Penny Lane Studios is a full service audio post facility that offers recording, mixing, original music production, and sound design. They provide audio post services for television and radio commercials, multimedia, and film as well. Recent commercials include campaigns for Toyota, Verizon, Green Giant, and Don Julio. STRENGTHS: "What I think is exciting is the technology that is out there. It's become a lot cheaper to get really great, professional audio and proliferate that kind of quality that's out there. There is so much more available now, and I think technology has become more democratic in the way that it's available. You have tools available that 26 Post • December 2013 www.postmagazine.com allow you to do a lot more, like clean up the audio, or manipulate the sound. That is really exciting. On the flip side of that, because there is so much available and so much can be readily done, I think there are a lot of people getting into audio that may be ill prepared or don't have the attention to detail they need. So because the technology is so democratic, I feel there are more people doing audio out of their homes, or at smaller shops, that wouldn't have been able to do it. This has been a challenge in a way to the existing studios that have been around for a long time, and have really focused on creating audio to the highest standard and giving the sound specialized attention." WEAKNESSES: "We are competing with a larger number of places that offer audio post services. We are competing with the ad agencies that want to do things in-house at the agency. We are competing with budgets. That has been an issue and remains as an obstacle still. How do we do more, and still deliver that high-quality sound, while keeping the cost as low as possible? A lot of that comes with making sure you can manage your resources properly, and making sure there is no breakdown in communication." OPPORTUNITIES: "There has been a lot of opportunity with diversification, and continuing that as a trend in regards to the services you can offer your clients. So it's not just mixing, it's doing more with casting, and doing more with music, and offering original music, and having the composer really be versatile enough to deliver on the fly in a session.That of course is where experience comes in. But also going on further with the diversification, I think that's a reaction to the trend of integrated marketing. Because the client is doing more, different types of projects, we are doing more as a response to that. That has been a wonderful opportunity to show our clients that we can be more of a one-stop shop, and make sure that, from concept to completion, we can really go through and give each level that superior service, and that it's ultimately less work for them to do." THREATS: "The budgets still continue to be a threat, and an obstacle. And then, of course, competing with agencies that are taking things in-house. In response, we are always looking for new kinds of clients and finding other people we can work with who may not be part of an agency." OUTLOOK FOR 2014: "I definitely think a continuing trend will be the ongoing growth of production companies as 'the client.' Of course, there will always be the agency client and the editorial client, but as advertising becomes more and more integrated, so does the execution and production of it. Hybrid production shops are offering finished products from concept to completion, but one thing that hasn't changed is the need for creative audio and sound design. We have a lot of directors coming to sessions in addition to editors and creatives, which is awesome and allows for greater collaboration. Production companies such as Humble TV I think really exemplify this hybrid production company model and have been on the forefront of integrated production. "Along with the production company as a client, this is an exciting time in audio because there are a lot of companies out there creating digital advertising and rich content that have never done this before. This means new clients. As seasoned audio professionals, we are here to guide them through the audio post process, whether it be casting, music searching, original music, licensing or sound design."