AIRSHOW ANNOUNCER - As we move towards a new highly produced product that's fused with live streaming, the sound contractors are poised to become the weavers who bring everything together. Moving forward, sound contractors with situational awareness and technical producer skills will be the most valuable. The days of turning on a system, and then dozing off for a nap are over. Quality equipment is essential, but we need talented people who can serve as technical producers, skilled people who can handle music playback, who can mix the show, and who can take over managing all the spinning plates so the announcer can stay focused on doing their core job: entertaining and serving the audience.
First, some perspective on the current situation. Back in the day, airshow sound systems were crude at best, they always came down to the operator. Many were cobbled together systems built by engineers who also loved aviation, and the smell of solder at 3am. Their homebuilt contraptions looked like something you'd see strapped to the side of a circus tent. Some even looked like they'd been crushed by an elephant, and the crazy thing is, some still do!
Phenomenal quality sound systems that meet or exceed the military team's standards are readily available, but it's the engineer running the equipment that matters most. Over the last decade, most announcers have transitioned from simply talking, to playing all the music for the show, and ultimately mixing the production. This happened because most sound contractors couldn't keep up with the changing production demands of our industry. The side effect from the new "self-contained announcer" is that most sound contractors just turn on the system, then monitor it to make sure it's working. Some don't even bring their own music anymore.
Why does this matter? The airshows I work with are rapidly moving into serving not only the crowd sitting in front of them, but also the fans sitting at home watching their live stream. As an industry, we're just scratching the surface of this new and lucrative dynamic, but our production standards (and skills) are stuck in the past. Remember, we're just one generation away from the guy with a megaphone standing on a hay trailer barking at the crowd. Twenty five years ago, playing music at shows was still the new idea.
So who's able to do this today? The best is In Concert Production's Jay Rabbitt. Jay's a former ICAS Board Member, Honorary Blue Angel, and all-star in the airshow world. Simply put, there's nobody better than ICP and Mr. Rabbitt. Jay's quick on music cues for everyone, even the jet teams, but even more valuable, it's his ability and skill to manage the entire production that sets him apart. If there's an equipment failure, or a playback issue, Jay's on it before anyone even realizes what's happened. His completely digital systems even have battery backups to ensure uptime. If there's a broadcast component with the show, it's no issue for Jay. He's usually managing several show mixes at every event, all while staying ahead of the announcer. He's truly amazing. These mastered skills come from his decades of experience in both broadcast and live events. Before you run out and call ICP though, know that Jay is actually the CEO, and he can seldom leave the office these days because the film and television business need him too (and they pay him what he's worth).
The industry is hurtling towards live streaming at every event. COVID accelerated this transition, because everyone sitting at home discovered the joy of live streaming, so now fans and sponsors expect it. So if Jay's out of reach for most shows, who should you hire? I think you're really looking for two people. A quality sound contractor with experience in airshows is a must, but equally as critical (if not more) is the person with the technical production skills who can play that equipment like a virtuoso on a violin. Maybe it's the audio guy for the local TV station, or the sound guy from the community theater? When you find a candidate, go listen to a show they're working. See if they're keeping up, or better yet, staying ahead of the show. Go shadow them at a show, stand behind them and watch how they work. If they're a bumbling mess, keep looking. You'll know when you're watching if they're able to keep up. If it's an airshow sound company that says they're capable, go to a show they're working. If there's a gap of silence you can drive a truck through, or speakers not working properly, keep looking. Regardless of who you hire, watch a live stream they've produced. What does it sound like? Better yet, ask some middle school kids to watch it with you. If they stick around, maybe you have something. If they walk away, keep looking. The kids will tell you straight if it's quality or not, just ask them.
The sad truth is that our industry needs multiple people with talent and skill who can step into Jay's shoes. High-end talent like Jay is rare, and our industry doesn't see the value in their talents yet. We're fine with a cellphone camera video, music stripped audio mixes, and amateur talent being our public face. We're fine live streaming our content on social media only, and not owning our own product feed. That's the equivalent of building your new dream home in the middle of a grocery store parking lot. You don't own the land! The store is eventually going to knock down your house, and destroy your investment. There's nothing wrong with sharing on social media, but don't sacrifice your product. Don't strip out the music, and other technical elements because some social media platform might think there's a licensing issue. Own the land you're building on, make the investment and protect your public facing image. When the show is over, your broadcast product will be all that's left, and it's how your future audience will judge your event. Make it great, because it's not just you they're judging, it's all of us.
Here's the take away: strive to hire sound contractors who are technical producers, who can mind meld with the announcer, the Air Boss, pilots, and streaming crews to make it all seamless. If you can't find that sound contractor, hire someone to serve as the technical producer. In the end, every audio channel comes through the sound contractor, so it makes sense for them to rise up, and master this skill set. If they don't, let's find people who can help. Finally, when you do find someone who's capable, pay them well, because they're the rarest asset in the industry. These are the folks who are going to carry us into the future.
Matt Jolley is an American airshow announcer and Edward R. Murrow award-winning aviation journalist. His voice is heard by millions of fans every year at the top aviation events across the USA, and on SHOW CENTER, The Airshow Podcast. Learn more at airshowannouncer.com
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