Lip Service: Beyoncé-gate… really?

Image courtesy of 123rf

All the commotion about Beyoncé’s lip-synching of the “Star Spangled Banner,” at the 2013 inauguration begs the question: what’s the big deal?  Is it that some felt snookered in the assumption that she was singing live and unassisted for such a historic moment?  Or, that her performance was one part diva perfection and another part pantomime?  Or, the belief that Beyoncé can do no wrong and this blurred that line?  But, with such an amazing rendition, do we really care? 

Though I initially questioned the vocals as sounding mixed and not from a raw feed, I’m past my initial surprise and remain enthralled and enamored by her overall performance.  Edited or not, Baddie Bey delivered a beautiful version that will ever be emulated.  As other singers have attested, performing to track is something that is done sometimes.  Is it the end of the world?  Much like the Mayan prophecies, no.  And, in the world of audio techniques and options, any Lance Armstrong parallels are off base. 

Image courtesy of gizmodo.com.au

Truth is, singers depend on guide tracks for any number of reasons -- whether due to inclement weather or mental doubts or physical issues, etc.  -- why they might decide not to sing live for a particular performance.  Exempting certain straight-to-tape recordings, very seldom is "live" live.  Whether Bey was lip-synching, singing live or along to the track, the reality is that singing in such a cold environment on top of any possible nerves at such a mega event can be incredibly tough on human and man-made instruments – even for sheroes. True, the voice is tempermental but is live singing done and possible to do?  Yes, just ask Aretha Franklin, Kelly Clarkson, James Taylor, and countless others. 

However, one might also want to consider the potential downside of going for it and missing in such a moment.  Gasp. What if this historic moment had become the lingering topic of discussion or a viral video sensation because of a flub?  Can you imagine?  Hedging the bet on your performance is a personal decision.  As for how Beyoncé feels about hers, perhaps her “Can I live?” Instagram photo says it all.  

Image courtesy of Beyonce via Instagram

Here’s what we know for sure about Beyoncé: 1) she can sing the back of a cereal box and almost everybody will love it; 2) she’s a consummate, already proven entertainer whether singing live or along with a pre-recorded track or lip-synching; and 3) almost everyone loves her version of the “Star Spangled Banner.”   History will surely reiterate such accolades.

Along with Beyoncé and in addition to Whitney Houston’s pre-recorded and classic rendition of the “Star Spangled Banner,” there’s another version of the National Anthem I love and which was performed 100% live on a cold day.  Thank you, Jackie Michaels.

Making Lemonade Out of Lessons

Each item on our to do lists leads us toward our purpose and best self.  If such tasks remain incomplete, we never achieve our greatest potential or impact the lives of others with our unique gifts.  Every journey of greatness or faith-walk begins with our commitment to a task.

“Take the first step in faith. You don't have to see the whole staircase, just take the first step,” encouraged Martin Luther King, Jr.  Such were the wise words echoed to me through a friend when I had to make one of the biggest decisions of my life to close one chapter and start a whole new book.  Unfamiliar and shaky, that first step is daunting but required for any new journey. 

Like most miracles, what appears untenable and bleak transforms into better tomorrows.  My own survival taught me of the direct correlation between taking chances and making change.  It reminds me of the importance to make sweet lemonade with every seemingly sour opportunity.  Not only because we should but because we can.  

Now I strive to take more first steps, to say ‘yes’ to new opportunities, to the unfamiliar and what previously I might have considered impossible.  Everything is possible when we seek and say yes to the new and follow through. Conversely, I also learned to say ‘no’ to talking and never doing, backward motion, comparing my art or its impact to that of others and staying stuck on self-flagellation.  How curious that mistakes so often obscure blessings.

As proof, I offer: Ecce Mono a/k/a Behold the Monkey.  Ecce Mono is the shockingly inaccurate restoration of an iconographic rendition of Jesus Christ – generally referred to as Ecce Homo or Behold the Man.  The simian work was an attempted restoration of a valued fresco in Zaragoza, Spain by “artist” Cecilia Giménez.  With somewhat misguided earnestness, 80-year-old Giménez took on the project now widely assessed to have exceeded her skill levels and, by all accounts, ruined a beautiful work of art. 

While the efforts of Giménez may preclude future painting commissions, on a more positive note she is now the patron saint of marginal painters. Giménez’s mistakes spawned a slew of parodies and ironic followers, reproductions and merchandise opps from which she stands to monetarily benefit.  Each reminds of the potential to dulcify lemons even when ruin looms.

Maybe it’s an issue of perspective or just confidence.  Still, when we change our mindset, the situation  and our response to it similarly shift.  All that is required is the courage to take that first step and discover the fabulous places to which it leads.

Using Film to Inspire Music; RIP Sound Editor Mike Hopkins

As a producer, I listen to music of all genres, of course, and voraciously watch movies.  Movies allow me to hear how the sound traverses the screen and paints a scene with sonic colors.  Darks and lights, treble and bass, ominous and angelic are all created with sound profiles and choices, and mix placement.  This all relates to how sound without visual should be handled, if not even more so.  Music and film intertwine not only because of their hand-in-hand soundtrack connection but also because movie sound is educative for producers, musicians and anyone in the business of creating and mixing sound for affect and emotion.

Ever watch a movie with the sound off?  It’s not nearly as thrilling as when you see those visuals with their accompanying soundtrack. You may watch the killer creep, but his/her intentions are confirmed and the emotional connection is heightened with sound.  Artists would be wise to purposefully study filmic sound to better mix, master and heighten their own unique works for even greater connection between lyric, melody, mix and emotion.

Here are some of my favorite movies for sound design and editing:

1.     Transformers (franchise)

2.     The Matrix

3.     Star Wars

4.     Close Encounters of the Third Kind

5.     Inception

6.     Lord of the Rings (trilogy)

7.     Aliens (franchise)

8.     Bram Stoker’s Dracula

9.     Titanic

10.  The Girl with the Dragon Tattoo

11.  Drive

12.  WALL-E

Not coincidentally, several of the above movies reflect the work of Oscar winning sound editor Mike Hopkins who died in a flash flood rafting accident in New Zealand on Dec. 30.  As a sound editor, Mike, along with partner Ethan Van der Ryn, was responsible for the mind-blowing sound of various blockbusters including the Lord of the Rings trilogy, King Kong, Transformers, etc. Mike’s death leaves a void in the craft of sound design.  Whether you are a music or film aficionado, we have lost one of the industry’s best.

13 Social Media Strategies for 2013

The dynamic nature of social media and site management requires an active approach.  What works, keep.  What hasn’t earned high marks or remains on your to do list requires attention and strategic vision.  Anytime is the right time to review social media strategies and outline updated implementation plans especially as a new year begins.

Several considerations for your social media strategy include: 

#1:  Leadership.  All employees should have a confirmed understanding of your organization’s social strategies and expectations.  With one person leading the charge, vision can be managed, disseminated and overseen.  Each employee should have a clear understanding of how social media is to be used.  Train to enhance skill sets for those tentative or unfamiliar.

#2: Analytics. Assessment is critical to determine which social media sites and formats are most relevant and effective to your unique audiences.  Doing so provides insight into how one can utilize and monetize data to hone future tweets, posts, infographics, length of messages, and tweak direction for greater influence.  Tap into social media management assistance with vendors like HootSuite, Radian6, VerticalResponse, Sprout Social, Postling, etc.

Conduct a routine review of analytics to determine your most successful social media programs.  Monitor metrics and trends for greater awareness of triggers among employees, consumers, vendors, competitors, etc.  Who are your primary and ancillary demographics and how are they being courted?  Whether communications are B2B or B2C, it’s all about 1-on-1.  Social chatter is valuable.  Past buzz topics guide future areas of interest and follow up forums.  Listen carefully to what is and is not said.

#3: Content. Which of your creative assets can be mined for additional use?  Review creative content to determine 1) what can be additionally exploited, 2) through which media platforms and 3) prioritize storytelling based on ratings leaders and greatest gainers.  Further, what subjects do you wish to introduce in 2013?  How will you create and share content to additionally support your brand and increase engagement?

Industry issues should be researched and monitored to clarify position and build marketplace influence in accordance with your strategic vision.  Do not be bound by what exists or how things have been done.  Tomorrow belongs to the creative.  Be proactive and responsive with your social media campaigns.  Encourage dialogue to build relationships.  The goal is to shift mindset with message.

Power-browsing demands engaging content to increase CTR and CVR.  With decreased attention spans, branding happens at hyper-speed, or not.  Unique content hedges your odds and offers exclusive options to build an inclusive community.   Stories engage.  What is the story your content tells?  What feeling does it convey?  How are you curating content and tweaking stories for glocal consumption? Are messages across various formats i.e., Facebook, Twitter, Linked In, Blogger or Wordpress, Pinterest or Tumblr, Reddit, Google+, YouTube, Vevo, etc. appropriately tailored?

Add an emotional connection to storytelling. What happened to who and how did the brand contribute to quality of life?  Highlight stories of good corporate citizenship and sustainability. Include photos, video, and other stylistic variations for freshness.

#4: Goals. Actions should consistently facilitate goal realization and positively correlate to consumer engagement, follows, RTs, site traffic, sales, etc.  Enhanced communications and more personalized interactions with consumers allow for: excellent client service; increased branding and consumer awareness, positive value assessment, successful viral promotions, and firm establishment of thought leadership.

Do not be timid as you tailor communications.  As you determine your audience, build outward.  Speak to the known quantity first as you increasingly incorporate overlapping and concentric rings of influencers and consumers.

#5: Digital Personality. Have one. Actually, have different DPs for various platforms while maintaining thematic consistency.  Don't be scattered in your approach or brand representations. Do tailor messages across platforms.  Branding is strengthened with recognizable consistencies whether offline or online.  Post PR messages on press release sites while tailoring for Facebook, Twitter, etc., for site appropriate messaging.  

Social media is about communication and interaction. Create relationships in this space to inspire loyalty, build business, encourage repeat business/referrals and build brands.

#6: Protocol. Consider the ripples triggered by the C-level executives of Papa John’s, Chil-fil-A, and elsewhere, who opined about matters political and personal.  Once filtered to mass media, their statements hit a bevy of targets, intended and not. 

It’s important to discuss a range of issues and have the appropriate protocols in place to facilitate corporate growth and communications with minimal potential for negative impact. Such messages require careful communiqués. What is your process?  Be prudent but it is OK to have a position.  Timidity is for prey, not thought leaders.  As we see from Chick-fil-A, overall, there was a positive bottom line benefit despite the initial controversy.

#7: Assess SEO. How are you maximizing SEO programs and search results? As social media cheerleading chant goes, “Be effective!  B-E effective!”

#8: Apps. Consumers are increasingly utilizing mobile platforms. Are you fully compatible to enhance consumer experience and facilitate engagement across tasks, locations, carriers, devices, etc.?  What apps are you launching to make access to and navigating your business easier?  If apps are not already a bullet on your social strategy agenda, they should be.  Apps should be smart, fun, useful, effective, engaging, feel essential, and compliment the vibe of your digital personality.

#9: Dual-Screening. Maximize dual screened multi-tasking with messages reinforcement and expansion of the discussion.  Review platforms to ensure your content is consistent with timely updates across devices.  From tablet to smartphone to laptop to desktop, your message should be consistently accessible with unique talk points per format.  Don’t just rehash media across formats.

#10: Community is king.  Just as “Beliebers” and “Monsters” are faithfully committed to Justin Bieber and Lady Gaga, respectively, so should brand loyalty be actively, unabashedly cultivated.  Keep giving followers a/k/a consumers a reason to like your content and promote brand with contests, trivia, photos, feedback, etc.  Your social platforms should facilitate obtaining and keeping friends and followers and rippling.  Implicit understanding of your client is critical to keeping and attracting your clients. 

Take a look at your demographics.  Is there any aspect of your consumer base which has changed?  Are your demographics consistent across genres, formats, technology access points, etc.?  Are messages suitably tailored?  Tweak as needed.  Know your audience, their needs and close gaps to meet those needs.

#11: Interconnect networks.  Cross-pollinate social networks through mentions, posts, comments, RT, etc. Use hashtags to start an ongoing conversation about #youramazingbrand. Be clever in how you interject brand into current events and the social media stream. This is an excellent forum where you can engage consumers and transition their status from ambivalent to advocate. Ideally, you want to actively transition consumers into fans and followers.

Another network to consider is fundraising sites.  Monitor crowd-sourcing sites for more innovational ideas and philanthropic opportunities.  Be legal.  If you’re coming to snatch and grab, you will lose goodwill and generate legal entanglements.  Based on project support, such sites provide an open window through which to gain insight and get a sense for what others consider important or could represent an emerging bubble.

#12: Feedback. Defriending is a distinct communication type as compared to negative posts, and speaks volumes in terms of a directional shift or situational response. This is a clear consumer statement that should be investigated. Today's communication is direct. Fans can tweet about celebrities and get a responding tweet, RT, maybe even a DM without going through any gatekeepers. Consumers are increasingly expect the same brand access and responsiveness.

When feedback goes beyond negative to vitriolic and viral, trolls must be managed. Personalized interactions and promotion of the positive sets the tone for online communities and may prohibit naysayers.  Be proactive when addressing issues that cause individuals to lash out online to avoid being to blasted in perpetuity in cyberspace, an unfortunate reality of social media.

Of course, you can’t please everyone and some specifically seek the anonymity of the online world to really lash out.  Proactively respond to potential contentions.  The goal is to please the majority with a personalized interaction style and promote the positive to set the tone for your online community. 

#13: Innovate. Always look for ways to examine and expand the boundaries of communication, messages and methods.  Social media is constantly evolving. Tap in and tweak as needed to benefit your strategic vision and short and long-term implementation plans.