The Big Secret of
Reviewing Demo & Sizzle Reels
People who aren't used to
hiring creative talent will often spend an inordinate amount of time looking
for just the right voice, attitude, delivery or graphic for their project. They hope to find an exact match to their own
idea of what their bit should look and/or sound like. The exercise ends up in frustration, because
after reviewing hundreds of demos they still don’t find it.
They never will.
The key to looking at
samples from people who work in the creative industries – designers, layout
artists, videographers, producers, animators, voiceover artists and all the
rest – isn’t in finding an exact match. It’s
about finding a spark.
Often, I see requests for videos
that look exactly like the one on some website, or for talent that sounds just
like James Earl Jones, Denis Leary, and Mike Rowe. As I read these requests, I can't help
thinking that if they want James or Denis or Mike so much, why don't they just
hire them, or get the producers who made the video?
Many of my colleagues won’t
submit demos for these gigs because they know it’s unlikely they will be hired,
and if they do get the gig it will be a difficult job. Nobody can sound exactly like James or Denis
or Mike. Hence there will be endless
retakes and loops, and after it all the client still won't be satisfied.
The fact is a guy could have
the greatest pipes in the world, but he'll never sound like James Earl Jones
because God only made one James Earl Jones. The
same goes for any creative type -- there's only one Picasso. Only one Fred Pagano, too.
The key is to analyze what it
is you like about their work. Until you
know that, you’re not ready to review demos.
James Earl Jones is deep and authoritative, not funny, edgy,
sick or friendly. He's a little scary too. That's his specialty. My old friend Denis Leary isn't deep-voiced, but he's edgy. His voice portrays a coolness that’s touched
with annoyance. You get the feeling he’s
tired of all the everyday BS. Mike Rowe
is friendly and honest. Not scary, not
edgy. He's every man who works hard at
his job. You want to have a beer with
him.
But don't ask Mike Rowe to do
Darth Vader, or ask James Earl Jones or Denis Leary to play with someone's
poodle on a Ford commercial. As Denis
would probably say, the result will suck.
And interestingly, both Mike and Denis do spots for Ford Trucks, but
they're totally different in concept and feel.
So to find the perfect talent – whether to produce a video or a voiceover, first figure out what you like
about some of them. Is it
the sound of attitude, youth, experience, hipness, or honesty that you want? Do you want a video with flashy lights and pretty colors, or one that solidly portrays the word bank? Only
then are you ready to review demos.
Don’t expect to find an exact copy of your
role model. Instead, watch for demos from artists
and producers whose work contains a spark that corresponds to your vision. You may have to dig deep, but somewhere in the pile is the voice that
says the word “banana” in exactly the same way you want to hear “Joe’s Fish
Market.” Somewhere you’ll find the video
producer whose demo of a basketball morphing into an ice cream cone is exactly
the same as your idea of a tuna turning into a toothbrush. Reach out to these talents, because they're the ones you want.
Then communicate.
Explain your concept, feel and attitude; the look you're going for.
Your artist will either get it or not.
If they don’t get it, move on to the next. Eventually, you will find the producer who
gets it. When you do, you’ll be on your way to a production piece that
sparkles.
---
Want voiceovers and videos that make you sparkle?
You've come to the right place: Brown Cow Studios of Boston.
---
Thanks for reading.
Your comments and links to this article are appreciated!
Have a great day!
