Final spot production these days is interesting...
...some folks want to mix their spots as if they were "songs"... I do.

The reality is the message... the message is the reason we're producing the spot...
voices must be the highlight of the spot...
how else does the message convey the "reality" clients desire...

WELL... that's the reason for this discussion.

All important in commercial production... the voice makes the spot... sure... we know that...
now let's take a look at all the elements of "a spot" simplified...

Copy
Direction
Voice
Music
SFX
Final Mastering

...there's more... but there again... we have all these new fangled things like DAWs, high class, fancy "plug ins like vocoders, orchestras at the touch of a keyboard, reverbs, echos, compressors, exciters, OH MY...

All the stuff we employ these days...

FOR WHAT?

Good mixing is becoming more obvious these days as the attitude and "flavor" of commercial production changes... it's changing back to the "old days" in a way...

How it's changing in this studio is we're always experimenting...with each spot...
we're not perfect... but the "musicality" of our spots has taken us into a different space...

What do you do when you mix spots?

Are you always looking for "different"...?

DO you have an SOP and never waver from it?

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