New York City (November 22, 2004)–Rich Macar at Buttons Sound New York says that the ability to produce utilizing tape-less, all-digital media in his practice and sharing work with clients by emailing files back and forth has actually liberated the creative process. According to Macar, he and his team of creative engineers and producers are able to produce high quality sound with a very quick turnaround thanks to email and an FTP capability.
This fast-paced back-and-forth was implemented in force during the recent presidential election. Macar was able to produce spots in as little as 15 minutes for the Kerry campaign. Speed was essential in this case, as was evident when the candidates countered every word from their opponents in what seemed like seconds.
In this vein, Macar produced spots for XM Radio featuring Elton John that introduced the new hardware by Delphi called the MyFi. All materials, including video, Elton John’s voice over, music, mixes and splits were supplied and delivered via the internet.
A recent project for Mike and Ike required full radio development and production. Macar served as producer and engineer handling the entire casting, producing, directing, sound design, music search, and mix. All development for this project was delivered via the FTP site and client feedback was received via the internet.
Buttons will utilize digital delivery for their new client Young and Rubicam Detroit for which they will be doing all the voice over records for the new Mercury ads via ISDN direct to Detroit and L.A.