Need info on corporate services

[PilotGav]

I'm looking for any information on:

1) The business of, and 2) The production of corporate audio/multimedia.

Does anybody know of any good books on either of these topics?

What I'm looking for is information relative to the business of selling corporate services such as on hold voice messages, jingles, corporate videos, etc, and actuall production information about how to product these different types of products, as opposed to entertainment music.

Any and all references would be appreciated!

Thanks,

Gavin

 

[mikeh]

Specific info on production techniques (like jingles at 10sec, 30sec, with voice over, with no voice over, just the hook, etc, etc.) would take way more time and space than we have here. There have been some previous discussions on this site, do a search.

I've got a couple of good books, but I' m not at home right now - I'll find them and post them tomorrow, but obviously scan the library and places like Barnes & Noble (or whatever large bookstores are near you).

Much of that type of work is done through "ad agencies" - well now they call them Marketing Agencies or Multi Media Agencies, etc.

So, one option would be to contact ad agencies in your area and see if they out source. The main problem is, now that recording gear is so inexpensive, most agencies keep that type of work in house.

Obviously, if you don't have a track record, you may need to create some dummy product (make believe customers) to show what you can do. Or even better, if you don't already have a portfolio (body of work). Create some spec. product - this means, create a message on hold for a local business (call dealership, insurance agency, etc.) and try to shop it to the marketing/sales manager. Also, contact some of the video production facilities in your area to see if they do corporate videos, etc.

I can tell you that I have done a fair amount of music on hold, music for private videos (weddings, etc), some corporate training videos, and even a couple of indie films - almost all of this work came from shameless self promotion and a willingness to accept rejection (much rejection).

But be forwarned, it is about much more than knowing how to compose music - you need to understand different audio and video media (SMPTE, etc.), you need to walk the fine line between artist and business person, you have to communicate musical concepts to non-musicians and you have to be willing to accept suggestions and critique from people who don't have a musical clue.

Oh, yeah and you have to be willing to carry a large accounts receivable balance, cause it's hard as hell to get some people to pay for your sweat and vision.

That all being said, it is worth the effort - good luck to ya.

 

[PilotGav]

Thanks for the graet, indepth info.

I've already done my first paid onhold voiceover, which turned out very well.

I've owned and run a technology company for 5 years, and unbderstand the business end of things in the sense that many aspects of any business are similar. What I don't have are the specifics of "corporate audio" business matters. I.e. rates, marketing methods, etc.

I've been a musican for 25 years, and use Sonar 1.31.

I'm confident ai can so this, I'm just looking for the basic info I need to get off the ground.

THakns again for your advice!

Gavin

 

[Brad]

This guy has a few books on the subjects requested: http://www.jeffreypfisher.addr.com/

"How to Make Money Scoring Sountracks & Jingles" has some of the info you are looking for. And he also has a book called "Profiting from your Project Studio" (or something close to that) that touches on some corporate video markets.

I have both books, and really, it is a lot of common sense stuff. But if you really haven't a clue how to jump into this part of the business, it could give you some good leads. I believe both books touch on rates, fair asking prices, that kind of stuff,

Of course, you could always just play the role of employer , call around to music houses, spec or for hire composers, tell them you need blah blah blah for XYZ Inc.'s new corporate video, and you are working on a budget, about how much are they going to charge for their work? After calling a few people, you should have an idea of what the going rates are. This is always fun because you can try your hand at acting.

 

[mikeh]

The two books I found in my library are:

Jingles, How to write, produce and sell commercial music by Al Stone, Published by Writer's Digest Books

Through The Jingle Jungle by Steve Karmen Published by Billboard Books

The suggestion about calling the "competition" to get a feel for rates is a good one. I do that fairly often since I on occasion get work in more than one city/state and rates can be different. Although be prepared for them to try to call you back to "get your business".

Since you've already sold an "on hold" you're already one step closer than many will ever be. Many times, you can get that one corporate customer to give you more work - try to sell a "package" of 3 or 4 messages (for seasonal marketing or for special sales, etc. )

Maybe that client could use a training video or a safety video or a product presentation - if the client liked your work, ask that client for possible references. Never, ever be afraid to ask for more!!!

 

[PilotGav]

I've been checking out web sites of companies that offer on hold messages.

$50 per 4 minute tape??? How do they survive??

 

[mikeh]

At that price rate, I suspect the message on hold is a generic, thank you for calling, we'll be with you shortly messgae, with no client specific info.

Alot of message houses (and this applies to jingles as well) create a music bead track which is marketed over and over to different clients in different industries and/or regions.

The key is to sell your client on the importance of personalize messages - in particular ones that can market seasonal sales our services - this way you can sell the client an annaul service rather than a one time tape.

By the way the 4 minute time frame is common. Most "message on hold" digital machines come with a standard 4 minute loop. You can upgrade to 8 minutes (at one time you could get 16 minute loops).

However, most clients feel that their customers won't be on hold more than 4 minutes - so they choose to go with the shortest (ie: least costly loop).