Internet Marketing and Digital Media Strategy Sydney Australia

Lights are to a band performance what sound is to a film - it enhances the mood.

This little journey of light started over 25 years ago - yes, this is not my normal digital strategy stuff (though there's probably some elements you could pull out).

The Beginning

In the mid 1980's when the Maxy Band first began (Two vocalists - Brett and Nic and two guitarists - Dad and I; with MIDI backing for bass and drums) had mainly been playing small piano bar type gigs and we got our first pub/ club gig, that usually means a couple of things for any band -

1. 1. a bigger PA system and
2. 2. "lights".

The PA side of things I'm not going to worry 

Lights

The easiest solution was to hire a JANDS 4 Channel Dimmer/ Chaser with 8 x Par 56's and a mix of coloured gels.  The lights changed to the beat of the music and a small mixing desk gave the ability to increase intensity.  It was basic and better than nothing - anything beyond that either required either

a). someone to mix or

b). learn about a whole new understanding of DMX protocol controlled lighting systems.  

We'd "Pass" on that - we'd neither the funds, technical aptitude, nor time and it was hard enough just getting a grip on MIDI sequencing back then (the days of MIDI triggered patterns on a standalone drum machine and a single synth for our bass tracks).  

Note: From a music sequencing point of view our first app was Personal Composer (1983) then Cakewalk from 1991. Synth wise we'd upgrade to a Roland Sound Canvas SC-55 in 1991 and then in 1996 the superior Yamaha XG soft synth.  

The Pub Days (1996 - 2000)

In 1996 we took over management of the Intersection Tavern at Ramsgate, a big pub in Sydney's South - it was easier to buy a pub then having to lug the gear each gig (joke).  Band wise we were still running with Cakewalk and the Yamaha XG soft synth for our MIDI sequenced backing tracks. (We'd eventually move from lugging a desktop around to a laptop).  

Lighting-wise, the pub came with a disco lighting system already installed including 6 x Martin Roboscans controlled by DMX controller software.  The software was incredibly difficult to learn and the halogen bulbs ridiculously expensive.

For gigs and band performing we just use a series of programmed lighting sequences chased to the music.  The reality being, it wasn't much more advanced or creative than the old JANDS system.

What I was looking for was a MIDI controlled lighting solution - so we could add a lighting control track to our MIDI backing sequences.  The answer at the time was "no".

After the Pub (2000 - 2010)

In 2000 the Band played at Cronulla Sharks home game presentations in front of thousands of people - lighting equipment and staff provided.  We also started playing at Cronulla RSL (and still playing there once a month).  The RSL Club had simple fixed yet adequate stage lights.  For corporate gigs we'd either hire a lighting production company or yet again hire the old JANDS system.  For all small gigs we'd just use a couple of flood lights with pegged down gels (this wasn't very good).

2011

We had to really do something about our lighting - our sound is great but our lighting was really letting us down.  A Google search on MIDI controlled lighting suddenly opened up the massive amount of development that has been happening around LED lighting and computer based lighting control.  

My dream appeared to be getting closer.  (I know, for the thousands of DJ's and lighting designers out there who may be reading this it's a bit of a "duh" statement!)

Anyway, we picked up a dozen PAR 64's and 56's; a JANDS 12 Channel Dimmer and a LED Par 56 plus a couple of T-stands and cross bar.

We purchased a USB DMX controller and selected FreeStyler (free DMX Controller software).

AND yesterday, after 25 years, MIDI note data from our Cakewalk sequencer flicked each lights individually on and off - WOOO HOO - it's like WOW - just wish my dear Dad was alive and here to share this with - he'd be stoked.

Now comes the fun part - getting creative and learning how lights can enhance the show.

There's a whole new world of lighting which will not only benefit the band but my photography and video production skills.

Fact is, you're never too old to stop learning and some things just take a little bit of extra time.

Fade up Blue.

Marketing and making waves - beware the dumpers

Surfers watch weather maps for low pressure systems that will generate big waves in the days ahead.

Experience tells you which breaks will get the best waves - the best spots are usually busy.

Out in the surf pack on big days there is a strong hierarchy, a pecking order, a combination of experience, talent and bravado. 

In any group there are usually those who make their presence known quietly and others who bully and yell like greedy anxious seagull waiting for the next chip.

No matter what type of surfer you are - with every big wave you catch you have to wary of the dumpers that close out, the ones that suddenly explode out of control, sucking and grabbing you into the white water turbulence and smashing you across the reef.

There's always a risk in whatever we do - in surfing, the nirvanic reward, a perfect tube - the self realisation, the hoots from your peers, the applause from the crowd.

It's how you handle the situation that counts.

From the observers point of view standing safely on the cliffs above, the "spectacle" of both victories and defeats at the hands of the elements - that's sport, that's entertainment, that's business and relationships.

AND there is a significant difference between those doing the surfing and those observing from the shoreline.

Up on the hills and out in the water there's little sympathy for the weasel bloke smashed across the reef, picking up the pieces of his expensive broken board, crawling up the rocks and out of the water.  The chorused boos and indifference of the crowd.

"At least I was in the water" he says defiant and raising his finger, oblivious to the quick buck mentality road of destruction.

It's not the destination but "the journey", the "how we got here" that echos idol collective.

A new day, more waves to conquer, another surfer paddles out.

A Star is Born!

UK TV's - UK's Britans Got Talent, Susan Boyles Youtube video singing "I had a Dream" from the 1985 stage show Les Miserables now over 13.6 million (Friday) 20.6 million (Saturday) plays and over 100,000 people compelled to comment in less then a week - fantastic, this clip a great study in digital media convergence, online customer engagement and a reminder that although first impressions are important, you can never judge a book by its cover - ie a Universal Truth .

So what are people saying right now?

A quick check and real time graph of what's happening

Why so popular?

Apart from the fact the girl can sing! It's also about how the clip was edited and put together, it has all the elements of great story telling and movie making.  Set the scene, introduce the characters and problem, create the conflict points and character arcs, deliver the twist and finally the resolution.  From a technical point of view - professionally produced, great music, professional editing and very clear messaging.

But not every Hollywood picture wins an Oscar - so what makes a good story?

Universal Truths

A good story has to touch our hearts, to create an emotional response, something we can relate to and can embrace.  If we are moved enough we are compelled to comment, blog, share the experience (or buy/ complain).  In advertising and marketing there is nothing more powerful then trusted referral and word of mouth to drive your brand influence.

A happy customer tells three and an unhappy one x10!

Interestingly, Les Mis was first panned by the critics back in '85 but acheived success through a groundswell of word of mouth support and went on to international acclaim, countless awards and still runs today in Londons East End.

In todays online media world, referral is as simple as a click but the key here is that the content has to be worth watching and of value to the reader (we've all known those web newbies that feel compelled to mass send those chain letters, virus alerts and cute cat photos).

With all online, email, search and social networks like Twitter and Facebook, your readers decide if they want to know more and click in contrast to the old shotgun interupt and repeat rules of conventional advertising - but don't get me wrong, television is still the 800 pound guerilla of video  where most people spend their leisure time.  For finding information, sharing and creating for media the web rules.

The quality of your blog, your tweets, your photos, your videos all count.  What you say matters to building your brand, your subscribers and influence.  In the online world we are not all professional writers, journalists, musicans and film makers.  We don't have to look pretty nor have the family connections to achieve success. Like singing in the village and being rediculed by the local kids - its your creativity and passion that matters.

It will be interesting to see the BGT's TV ratings this week, the advertising rate card and to personally watch the rise and rise of Susan Boyle (rock on chick!)

Cheers

Maxy

Perform, Inform and Sell

Hi,

I forgot to mention in my last email our Presenter search, please find details below and feel to forward if you know someone who may be interested.

The Market

With high production cost pressure and increasingly fragmented audience attention there are limited growth opportunities in movies, TV and advertising roles for professional talent to help build their media profile.

Access to viewers has changed with the YouTube revolution BUT where's the money is often asked.

As you know with CLIVE every website can now easily add a professional presenter or spokes person which significantly increases website visitor engagement.  It provides a new revenue opportunity for talent.

Talent/ Presenter Search

As part of our ongoing expansion program we are always looking for new talent.

For example last month we began our multilingual presenters search -

• Australian exporters targeting International markets
• Australian tourism targeting International visitors
• Government and corporates communicating online to English as second language Residents
• International clients (we did a job for an Israel company last month)

Over the next few months we will begin to include all kinds of talent - dancers, musicians, anyone/ thing we can put on screen who can perform, inform and sell.

If you know of any potential presenter/ talent then please feel free to forward this message on.

FYI - Audition Process

We've slightly changed the CLIVE Audition process - instead of going through the whole expensive audition and transaprent video encoding process each time we've broken it down into steps.   

1. We do a call out,  (through our network including you, Star Now and our subscribers)
2. Hold pre auditions (shoot to green screen) once a month OR they can submit the own audition anytime via Youtube (more).
3. If they are OK we post to our Pre Auditions page (potential clients can then see)
4. If there is client demand for a Presenter and they pass our selection criteria we then bring them on board as one of our Certified Professional Presenters

No cost to the Presenter.

Any questions please send me a note

Cheers and all the best

Scott Maxworthy
CEO
Max Media and Entertainment Pty Ltd
http://www.maxys.com.au

mailto: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Chief Experience Officer
The CLIVE Video Project
http://www.clivevideo.com

Ph: +61 2 8005 8072
Mb: +61 0 414 792 072

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NSW Australia 2229