It has become a norm in the South African
music industry that when event management companies, TV production companies or
advertising agencies go about producing projects involving music, the last item
to be checked on their list, is the music. I suppose when music is considered
as entertainment, it becomes the icing on the cake and nothing much more. This
is a dangerous habit as there is the rise of "trackvertising" (a
topic for another day).
The Guerilla Marketing Field Guide would
advise that, "TV Production costs are lowered still if you produce your
soundtrack first. Once you have it, you can shoot footage to match the amount
of time the words and music take. (For instance) Shooting sound and picture at
the same time means that if a plane flies overhead or a motorcyle zooms by, you
need to reshoot." Jay Conrad Levinson and Jeannie Levinson (2013, p. 109).
Similarly, if one is organising a big event, it helps to speak to music
producers who can conceptualize the entertainment with you and assist you with
technical riders in order to avoid last minute arrangements that will lead to
sleepless nights before the event. It helps to have a cut-off time for
technical riders in order to organise what is required without having to pay
extra from suppliers simply because it is ordered at the last minute.
The underlying principle is that being as organised as
much as possible way before deadlines saves you from loads of time, money wasted
and unnecessary stress.
