behind the scene with bill

Behind the Scenes

with Production Director, Bill Carroll

Something I get asked all the time not only in the radio/television industry but by a lot of our clients is, "what skills and/or assets are most important when it comes to producing great commercial production?" Y'know, those commercials you hear every day between the music and programming. Another one I also receive all the time is, "what tools and/or expertise do you find key to being able to turn out effective commercials that keep the audience tuned in and advertisers coming back?" I love this question because it really is what I teach and guide my voice people for "great reads" and fully produced spots on all levels. I approach an Ad with 3 levels, to make it as effective as can be. This is going to be a bit broad and of course each level has its own degrees of what needs to be done but my 3 levels are as follows: 1) The Actual Script - Probably THE most important part of the ad as you're creating the foundation of the commercial itself. What's your concept? What's the message? All of this determines what kind of voice you're going to use, how many voices and what kind of delivery and energy it will need to get across the point of the ad. 2) The Voice Actor(s) - Extremely

key and to me the second most critical part of the process. You can get anyone to read anything but if you don't pair the right voice and delivery to the words and message you're trying to convey, then it'll fail and won't be as effective as it should be. I'm extremely picky on the voice delivery of each and every spot that comes across my studio. If I'm limited in voice talent and of course I can't keep voicing everything, I make the best of it and actually coach and lead the voice talent to where the spot should be. 3) The Post Production Process - I hear so much bad production of agency spots and "hey I produced this in my basement studio with my laptop with zero experience" that I have to sometimes re-master the spot as best as I can to make it "sound" audibly delicious on the air. But, if I'm producing in house, the music bed and layering process is also key in making this spot stand out and sound the best that it can be. Layering the music and any sound FX is crucial to make it sound believable to the listener. Unfortunately, there are so many inexperienced producers out there that work real cheap for agencies. They don't take the time to properly match the music with the voice, style, feel and genre of the ad/client. They also don't care enough to take the extra time to make it sound believable and audibly great to listen to. Just as someone's voice delivery, music and sound FX creates the mood of the spot. It stirs emotion and most people are driven by how they feel at that particular time they're listening. Knowing this is what fuels my production to be the best that it can be. Sound is a very powerful thing. And what does someone's emotional state do? It makes them spend money or not spend money with that specific client. No matter what format the station is and who your core audience is, commercials touch their senses. Sound is Theatre of the Mind. Also, never underestimate the power of a jingle. Having a branded jingle can make your business memorable and your spot standout. Bottom line is if I strive to take the time to create effective commercials on all levels, the more air time the business will buy because I'm giving them the tools for ROI (return on investment) and giving the listener a reason to keep listening. I absolutely love what I do whether it's a straight read with a little personality behind it or some crazy character I'm portraying. Hopefully my voice(es) take you on a journey of sound throughout the commercial. I also remix music, produce the "imaging" of the station(s) and so much more behind the scenes every day. I've done it all and strive to do more and get better and better at it. Being a Producer and Voice Actor is probably the most fun I've ever had at a job and I never look at it as a "job" either. Started when I was 18 and have never stopped. My voice has been on most TV networks including CNN, SpikeTV, ABC, CBS, NBC, Lifetime, TNT and MTV a s well as hundreds of radio station across America. If you can find something you love to make a living with, grab onto it and never let go! Bill Carroll is the Production Director/On-Air Personality at WBQB/WFVA

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