MASTERS FROM THEIR DAY

A Cooperative Social Media Project
www.MastersFromTheirDay.com Produced by Velidoxi www.velidoxi.com elias@velidoxi.com 315-256-2237 PREFACE Listening to recordings from the classic catalogs of Atlantic, Stax, Sun, Parlophone, etc, it’s hard to believe that several of those immortal tracks were made in a single recording session. How could any one of those legendary recordings be made in just one day? Simple… They had an extremely talented crew, a killer studio, excellent gear, and, most importantly, great artists. They were the ‘masters from their day’. THE PLAN – A COOPERATIVE SOCIAL MEDIA PROJECT ‘MastersFromTheirDay.com’ is a web-TV series, produced by Velidoxi, as a cooperative social media project. In this video series, we reprise the spirit and work-flow model from the seminal days of record production. Each episode is a mini-documentary focusing on a group of extremely talented people producing one song in one day at a world-class recording studio - the entire track, from top to bottom, in just one recording session. The first part of each episodeis a mini-documentary about the creative processes of everyone involved in producing the song, and the episode ends with the complete song sync’d to video of the collaborative manifestation (musicians performing, mixers mixing, producers listening, etc). The episodes are uploaded to YouTube and Vimeo so that everyone (the featured participants as well as the general public) can freely embed and share the videos. The mastered track from each session (the ‘master from their day’, as it were) will also be posted online and available as a free download. WHO The series will feature the truly great artists and artisans of our time - the people and facilities that are shaping our musical era. The featured artist, producer, engineer, and studio will be different for each episode. All recordings will be mastered by 4-time Grammy winner Gavin Lurssen. The episodes are directed by Isaac Deitz, who has directed several music-related prime-time cable-TV shows and produced several successful internet viral videos for music artists.

. In other words. and inspire ● a cooperative promotional mechanism serving all the featured entities First and foremost. well after his passing. This series was partially inspired by the documentary. Director Isaac Deitz has an amazing ability to evoke and display the best of his subjects’ personalities. giving an interview that will be incorporated into the episode.. inform. The video director will have full authority over the shooting and editing of the video. WHY This series serves multiple purposes: ● a video archive demonstrating the creative mechanisms of today’s artists and artisans in the world of music production ● a collaborative art piece whose goal is to entertain. each collaborator will have the authority to execute their respective tasks as they see fit. I hope this series will similarly inspire current and future generations of musicians. regarding the production of the musical recording. Though this can yield some fascinating results. whose artistic statement deals with the appreciation of the ‘moment’ by limiting the production process to one session. rest assured knowing that one of the main goals of this series is to establish within the mind of the viewer a deep level of respect for all of the featured entities. “Tom Dowd and the Language of Music”.. With that said. In other words. This project is not only about documenting the process of creating art. and engineers. the viewer will be left with a sense of awe for the level of artistry they just witnessed. In this day and age. consider that these videos also serve as extremely .. e.an homage to the fundamentals. he will make you look good! . the goal of this series is to be a growing document of the artistry involved in music production. Each ‘Masters From Their Day’ episode is the story of a group of incredibly talented people channelling their creative momentum (and foregoing any obsessive tendencies) to create something ‘in the moment’ . any 16-year-old can bury themselves in their bedroom with a laptop for a few months and emerge with their very own record.even now.During the production and post-production. Ideally. which has manifested some of our most cherished musical recordings. we’ve almost completely left behind the work-flow model from the seminal days of music production. producers. the video director and producer (Isaac Deitz and myself. The only instructions we will give will be related to the video.in a real and sincere way.. Elias Gwinn) will not be telling anyone what to do or how to do it. It is a form of meta-art (art about art). The video documentation of the talents of Tom Dowd and the artists he worked with is invaluable as it continues to inspire contemporary and up-and-coming craftspeople in the art of music productio. but is also an art piece in-and-of itself.g. His 26episode web series featuring Family Force 5 cemented their fan-base with its endearing candor and infectious humor. From a purely economical standpoint.

and other related websites. you show up and produce sweet. etc (very simple. etc. Everyone sits back and relaxes. Twitter. you get fame. and video director. In those cases. but it is certainly not a requirement. inventory. but if you have a fan-base. This creates an exciting cross-pollination of audiences and fan-bases. 6. blogs. proud of what we created . 8. the video can serve as a ‘behind-the-scenes’ look at the environment the new recordings were made. as I will be encouraging and participating in the ongoing dialog with the viewers. I would encourage all participants to do so. 7. HOW The whole process looks like this: 1. we send a few emails back-and-forth discussing what you should expect. 4. and quick). Then. producer. this will occur at a time when the artist and producer are already in the studio working on new recordings together. engineer. what equipment will be needed. we can also plan episodes as one-off collaborations. Although the recording session will occur in one day. when those new recordings are released. We launch the new episode with great fanfare by contacting a Rolodex of journalists. studio. the episode can be shot while everyone is already ‘in the groove’ of working together in that studio. each collaborator will be projected in front of all the fans of the other collaborators simultaneously. Ideally. exciting and intimate creative experience. In other words. especially when the artist doesn’t have plans to record in the near future. as time permits. except the video director. or as an experiment with a specific artist/producer collaboration. who will tirelessly oversee the editing of the video so that it becomes as phenomenal as everything else he has done. easy. However. and other logistics. it isn’t out of the question for the mix . or advertising costs. you have a career. the fans of the featured collaborators in newer episodes regularly watch the previous episodes. sweet music (one song). At the end of that day. Schedule a day that works for the artist. On the day of the session. The video and mastered track will be widely disseminated via several internet outlets. So as new episodes with new collaborators are posted. Also. But more importantly. 2. everyone can move on and go about their other business. Social media has a perpetual life with zero maintenance. Someone once said that if you have a hit. official website. the cross-pollination of the audience expands exponentially. as well sending it to their respective email lists. This project is a way for all collaborators to build their fan-base by offering the audience a free. 5. 3.except me. Gavin Lurssen masters the mixed song from the session. Each of the collaborators will post the video to their Facebook. as well as give short interviews about the process as requested by the director. what song will be recorded. the project’s cooperative nature means that each collaborator will be mutually catapulting the presence of all collaborators.effective and efficient promotional material with very little time-commitment and cost. All participants post the video to their Facebook. Twitter. Furthermore.

In addition to the music. social networking page. but also be made available as a free download indefinitely ● Multi-track audio recordings. engineers. COST Velidoxi will cover the costs of the video production. This gives the viewers an inside look at the recording and production process that resulted in the track they downloaded. but not including the audio from the cameras. there is no time-commitment or cost to propagate the media.posted on YouTube and Vimeo ● A mixed and mastered recording of one song. For all other featured collaborators. which will be wholly owned by the artist Each episode will be made from footage of the recording session. The featured artist will choose the song to be recorded during their day in the studio (subject to agreement with the record producer and video producer). re-mix. sell.concluding with a music video of the song sync’d to the actual ‘performances’ by the musicians. etc. and producer . including the final mastered recording. Also. the video will also feature some interviews and ‘B-roll’ footage from the session (‘B-roll’ would be candid interactions. the track will be mastered by Gavin Lurssen. re-master. etc). session setup. The collaborators are not required to actively promote their episode on an ongoing basis. all audio from the recording session. there are no additional expenses or commitments. which will be wholly owned by the artist. etc (which is a one-time process and quick and easy). which provides an additional ‘safety net’. Beyond this production. there are more tangible prospective . WHAT The resulting media products from each episode will be as follows: ● A documentary of the recording session . All featured collaborators have full rights (and are encouraged) to post the video and mastered audio track on their respective websites. as well as ventures to promote the series in pro-audio and music-consumer outlets (online and print). The artist/band will own all audio recordings from the session. etc). license. Beyond the initial posting. the cost will only be their time/services during production (one day or less). The band may freely distribute.engineer to re-mix the recordings if he/she is not comfortable with the mix from the day of the video shoot. the artist may choose to further develop the recording at their own expense (overdub. FEATURES AND BENEFITS OF COOPERATIVE SOCIAL MEDIA PROJECT Aside from the general benefit of building your brand.. After the initial production costs are paid for. including footage of the producers and engineers as they work with the artists and equipment.

video director. These videos will appeal to music-lovers. the cost-benefit ratio of participating in this project is incredibly favorable. it can spread like wildfire. easy. entertaining video and audio recording. etc). studio. especially at a low cost-of-entry and with great potential for a high percentage of return-on-investment. Since each of the collaborators are extremely talented artists and craftspeople. Furthermore. engineers. blog. In addition.. the collaborators receive an entertaining music video with superb-quality audio that will be seen by the fans of all the collaborators involved and countless others. if the project is inexpensive and yields valuable web-content. the result will be an outstanding recording of great music coupled with an entertaining visual documentation of the process. record label. then it is a success regardless of ‘viral’ status. and/or email newsletter (all quick. • • • • • • • • • • • • • • • Builds ‘buzz’ and fan-base for all collaborators Provides fresh content for the websites of all collaborators Drives traffic to website of all collaborators Develops healthy business relationships within the struggling music industry Offers valuable. and the many fans of the featured collaborators (band. musicians. It is important to take advantage of opportunities to build your brand. Since the cost and commitment is ‘near-zero’. performance.or. MARKETING MUMBO-JUMBO) This project is a unique opportunity for all of the featured collaborators to expand and/or reinforce their fan-base. their talents and assets will be mutually promoted by all collaborators. and free . For the cost of one day of services. each collaborator receives a high-quality.. simply for contributing their services to produce the media. entertaining media content while simultaneously promoting all involved Demonstrates talent. Each of the featured collaborators will be encouraged to embed the YouTube video on their website. social networking sites. COST-BENEFIT ANALYSIS (. representing their talents and assets. In other words. viral potential Media has a perpetual life at no cost Media cross-pollinates through social networks to bring in new audiences Increases presence in respective markets Adds value to current marketing expenditures If people get excited and that excitement is stoked.returns from this project. and assets of all collaborators Turns prospects into customers at no-cost (no-cost customer acquisition) Differentiates collaborators from competitors Improves search engine results Develops/reinforces reputation as leading figures High return-to-risk ratio due to low capital requirements. studio recordists.

These links will provide a bridge to the catalogs and services of the featured collaborators. by appealing to such a large cross-section of fans. Twitter. VALUE-ADDED MARKETING Social media presents many advantages over traditional marketing. The videos will be promoted by an indefinite amount of people.. Traditional marketing is often viewed negatively as an interruption to the ‘real’ content (i. including people not involved in the production . fans of the featured collaborators.e. The audiences of all collaborators will create an exciting cross-pollination of fan-bases amongst the collaborators.processes) to promote their own brand. as opposed to traditional commercial advertisements. Digg.). Also. as well as actively promoting the series in several social-media venues and ventures (Facebook. and fans of the series. I am actively engaged in many Web 2.0 venues for studio recording professionals and music aficionados. This type of media provides real value to the viewer. in email newsletters. credits for the collaborators will appear at the beginning of the video.members of the press. etc). which means that this video can be found with a search of any of the featured collaborators. etc. in blogs. etc. Our goal is to not only attract. It also encourages customer loyalty as viewers become fans of the featured collaborators. Several other strategic methods will be utilized to maximize search engine traffic. but to also interact with the viewers. the video has a higher chance of becoming viral. website. Social media videos (YouTube. Similar to a typical music video. I will be consistently using strategic methods to spread awareness of the project. Twitter. which is displayed next to the video. including engagement in forum conversations discussing the production of these recordings (see the section titled “Case Studies”). etc) are free to access and easy to share (embeddable). They embed the video on their social networking sites (Facebook. At the end. closing credits and production logos of each of the featured collaborators will be shown (similar to a television show). and provide real value to the viewer. The media content will be grass-roots social media that is entertainment-centric. They allow viewer comments and discussion. Credits and links for the featured collaborators will be included in the YouTube/Vimeo ‘video description’. ‘intrusion marketing’ or . As a representative of Benchmark Media Systems (a manufacturer of high-end recording equipment). Velidoxi will also be publishing the series on multiple third-party websites (well-travelled sites related to music and music-production). forums. The videos will be accompanied by web-links to the websites of the featured collaborators. on internet forums. as opposed to advertising-centric. This description also determines search results. blogs. The video and mastered audio track from each session will be freely distributed to induce viral success.

just as with a typical recording and music video. art. but there is very little of that for music lovers and aspiring recordists. Internet ads are just ‘noise’ surrounding the real content on the webpage. unlike the experience of traditional advertisement where the viewer feels they are being manipulated. The audience values the experience. ‘Masters From Their Day’ is filling that demand. entertainment. A television viewer must wait through commercials to watch the ‘real’ content (the program). it is no longer an interruption. bought and sold. and recording production is gaining prominence as well. Movies usually come with a short ‘making-of’ video extra on the DVD. It is viewed only briefly by the viewer. Social media has an indefinite life. -Elias Gwinn . It lasts only as long as the paid cycle. A magazine reader must flip through pages of advertisement to get to the ‘real’ content (articles. It is art. except the viewer actually appreciates and enjoys the experience! SUMMARY Musical recordings are ubiquitous in contemporary life. By offering media with ‘real’ content.‘interruptive marketing’). A single viewer will listen to the song and watch the video again and again. it is the content. It’s like running a 9 minute commercial directly on someone’s iPhone. It is an impedance to the ‘true’ content of the media. traditional advertising has a very short life. while simultaneously creating a lasting document for future generations to appreciate. because it has real value – music. the cost of the cycle must be incurred yet again. there are very few high-quality visual documentations of the process. especially featuring those who are making influential records. entertainment. Also. yet only incurs a one-time expense. etc). Social media is consumed willingly and voluntarily by the audience. Thank you for your time. It is a destination. To re-run the advertisement. However.

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