imagination :: inspiration :: innovation

We have recently had the misfortune to attend several local live events of various types; an awards presentation, dramatic stage production and a cocktail reception among them. In each of these cases, the substandard technical production severely detracted from the enjoyment and success of the event. It diminished the impact of the content and ultimately reduced the value of the event itself.

Unfortunately, it has become all too common for event organisers to choose technical production personnel who purport to be capable in the areas of sound engineering, lighting, video production and technical production. But, in reality, these marginally skilled (or, at least, misplaced) "techy types" are quickly seen to be out of their depth. In some cases. DJs are hired as sound reinforcement providers/audio engineers, "video producers" are granted the title because they own a video camera (not necessarily because they have demonstrable skill in the field!), and lighting providers are also qualified because they simply possess lighting equipment. These well-meaning but ill-prepared individuals can quickly ruin an otherwise excellent event because of their inability to deliver.

Of course, event organisers have constraints. Many of them simply cannot afford to hire the top-of-the-line technical producers, or rent high-end equipment, or pay top engineers to bring their skills to the production. These financial constraints are the very real limitations that can determine just how much can be budgeted for the technical aspects of a production.

But money is not the only factor. Ignorance (and here we mean, not knowing or understanding, which is not in any way a reflection on someone's intelligence) is another major reason why live productions can suffer from sub-standard technical production. The organiser trusts those that seem more skilled in these areas and doesn't know when they are being led astray. The event organisers simply do not know the difference between a DJ and an audio engineer, a par can and an ERS, and couldn't tell an XLR connector from a 1/4" jack. But the truth is, they don't -- and shouldn't -- have to! They just need to know who does understand these kinds of things and can work with them to deliver a high standard of excellence within their budget boundaries.

It is very easy for a semi-knowledgeable person in a particular area to mislead an unknowledgeable person in a particular field into thinking that they really do know what they are doing. If they show up with big black boxes in a truck then they must be the experts, right? Sadly, no.

We often use the analogy that a person does not suddenly become a pilot just because he buys a plane. And a person does not become a surgeon because he owns sharp knives. And neither does someone become a lawyer because they own a lot of law reference books. They might be able to captivate a group in a conversation with their cursory brush with the topics, but the depth of their understanding is soon exposed by anyone that is trained and experienced in that field.

These are skills and professions that require a balance of training, practice and a breadth of real-world experience. A would-be pilot must demonstrate he has studied the technical and academic aspects of flying, has shown his trainer that he can handle an aircraft on his own while he is being closely supervised by that instructor, and then he must prove that he can independently take off, operate and land an aircraft safely on the ground. They must then do these things consistently over and over and over again -- before they can be trusted to carry other souls on their craft.

It is true that planning and operating lights and sound for a fashion show or stage play is hardly as risky (for the operator or the participant!) as piloting an aircraft or removing an appendix, but the principles of training, experience, mentoring and demonstrable ability are applicable across the board. And, just as a single engine pilot is not suitably qualified to captain a 777 airliner, the skills that may be required for a DJ to keep a crowd of wedding guests dancing for hours are certainly not the same as that of an audio engineer that must mix a live band and a half dozen vocalists over a house PA and stage monitor system (and vice versa). While similar, and related, they each require different experiences, different training and different skills.

If you have ever watched a pilot operate an aircraft up close it will seem as if it is actually a fairly simple and straightforward process. You pull back on the controls to go up, push it in to go down, press the pedals to steer, turn that wheel thing to level off the plane; it doesn't seem too hard for the average Joe to handle. But if you have ever sat next to a pilot on a single engine plane, with just the two of you on board, we suspect that you have had the very same terrifying thought as we have: what would I do if that pilot suddenly took ill and could no longer fly? Your heart starts to pound and you realise that those simple actions may appear easy to replicate, but in fact there are levels of meanings and results behind those motions that you could not begin to understand.

The experts make it look too easy, and that is because, for them, it often is. But it is easy -- for them -- because of their training and experience. They have developed a second nature, knowing when and how and how much to do something to achieve the desired results; on some level, they actually stop thinking about the mechanics and the actions, allowing them to home in on the intricacies of the specific situation and communicate with the rest of their team to get the job done. The true professionals often have decades of experience behind every button they push and decision they make, and they may not even realise what those influences are, but they know they can trust them.

When a technical person has done their job well, the audience should not, for the most part, even notice that they exist. If you notice the sound system -- because it is too loud, too low, making a 'funny' noise or because there is an awkward pause when something should have been happening -- then something is probably wrong. If you notice that you can't see the performers properly on stage, then the lighting designer or engineer has screwed up. If you notice that the scene change in the play is taking a long time, then the stage manager and stage crew are not doing their jobs well. A truly professional technical person knows that their number one job is often to disappear.

Even for non-live productions that require technical production, such as recording songs or albums, producing TV commercials and TV shows, or radio commercials and programmes, even web sites, photography and graphic design jobs -- each of these have their own requirements, disciplines and gifts needed to do them well.

If you are an event organiser then you are probably saying to yourself, I can't afford to pay for the pros, so I'll stick with my cousin or my brother--he understands 'that stuff' (at least better than I do)! We suggest to you, however, that you can't afford not to. By allowing a lower standard of production into your event or your production, you are jeopardising the integrity of your event and yourself, breaking the trust of your patrons, and you are threatening the viability of your future productions.

Do not fall into the trap of thinking that 'okay' is okay; it's not. Your patrons/guests/customers will likely trust you once to deliver the experience they expect. But if you make them feel as if they have wasted their time or money, or feel as if they have been disrespected by a shoddy half-hearted effort, then you will likely not get that opportunity again. Audiences are not fools; they know when something is wrong. And while they may give you some leeway for an awkward happenstance during a live event, you should know that they will often be able to distinguish an unfortunate occurrence from lousy planning and execution.

If you hire professional, capable, and experienced individuals (or a suitable company) then you are assuring that all the other planning and effort you have put into your event is not going to be destroyed by poor technical production.

At the risk of diluting these thoughts into a promotion for Keen i Media, allow us to say that we firmly believe that excellence does not have to be expensive. We understand the limitations that many event organisers have and we have many, many times made major accommodations to help organisers achieve their goals without a huge expense. Our rates are actually already well below those in North America, and, when necessary, we have agreed to a professional barter arrangement, deferred payments, discounts or some other concession that can be acceptable to all.

We are driven by a passion to deliver excellence in whatever we do, whether it is providing sound, lighting, graphic and web design, or TV and radio production. Even in cases where we agree to lower rates, our standard of excellence remains constant.

We encourage you to stand up against compromise and mediocrity, and instead commit yourself to a consistent level of quality and excellence at every level of your work.

Thoughts on excellence:

• If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude. -- Colin Powell
• Excellence is the gradual result of always striving to do better. -- Pat Riley
• Excellence is a better teacher than mediocrity. The lessons of the ordinary are everywhere. Truly profound and original insights are to be found only in studying the exemplary. -- Warren G. Bennis
• No man ever reached to excellence in any one art or profession without having passed through the slow and painful process of study and preparation. -- Horace
• Just make up your mind at the very outset that your work is going to stand for quality... that you are going to stamp a superior quality upon everything that goes out of your hands, that whatever you do shall bear the hall-mark of excellence. -- Orison Swett Marden
• All things excellent are as difficult as they are rare. -- Benedict Spinoza