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Producing winning sound:SA's radio advertisingsuccess plays on
There's no denying the competitive calibre of SA's radio advertising, with internationalawards aplenty. The latest of these went to Johannesburg-based Produce Sound at theLondon Advertising Awards. Owner Louis Enslin shares the good news about the state ofSA's audio advertising.
“It’s great for us to be recognised internationally.We have a lot of local award ceremonies which isgreat, but to be recognised internationally is…another level.” That’s Enslin’s response to mycongratulations on Produce Sound coming outtops in the 2016 Loeries Rankings for TV, film andvideo recording studio as well as radio recordingstudio, with Enslin also taking top honours in the‘music and sound composition 2016’ table, all forthe last three year’s running. Add to that a 2016SAMA nomination for ‘best produced album’ andyou’ll realise why the name sounds familiar.
But wait, there’s more. In addition to these localaccolades, Produce Sound took the title of TMT’s‘best audio production company - SA’ and wasrecently announced as Radio & Audio Company
of the Year at the 2016 London International Awards (LIAs) – the only SA winner in the “Ofthe Year” category, which shows they “went above and beyond to produce work that excelsin creativity, innovation and execution.” Of that work, Produce Sound was responsible forfive gold statues for Ogilvy Johannesburg’s KFC 'Man Meals' work, as well as two bronzeawards stemming from DDB South Africa's Skittles spot and Ogilvy's Finalist-recognisedVodacom campaign.
Listen to Man Meals below for an idea of this quality audio work:
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Enslin.
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Enslin confirms all the titles and awards mean a lot, not only to the Produce Sound team,but also to prospective clients as it shows bit of peace of mind knowing that they’veachieved something.
Little wonder then that Enslin – also a composer and engineer at Produce Sound as well asa founder of multi-awarded Produce Sound, collaborator of Produce/Kwazi Mojo, co-founderof Three D Radio and SamMoosa.co.za – is referred to as “the audio industry's go-to personfor creative post-production, music and composition”. Here, he talks us through the win andhis resulting pride on the Produce Sound team and clients that gave them the opportunity towork on award-winning projects, all of which had great entertainment value and exceptionalscriptwriting and more.
1. What makes Produce Sound a ‘cream of the crop’ recording
facility?
Enslin: Wow, that’s a tough one! Firstly there’s a lot of great studio out there. We have aunique business model that basically means you work with owner/operators, not employeesthat just want to get a pay check at month end. We are four highly dedicated creativeengineers and composers who go the extra mile, with amazing support from our productionteam.
2. Talk us through a day of advertising music and sound composition
and what goes into ‘producing sound’?
Enslin: I love my job, there’s so much to it. The best is doing something different daily withnew clients, new projects and new challenges. I love finding new ways to make things work.The worst is putting on my business and chasing unpaid accounts!
3 How does the local audio production scene differ from what you’ve
seen of the global set?
Enslin: We’re not we far behind from a skill point of view, can definitely compete on quality,and due to our economic state, we are actually a lot cheaper than most internationalfacilities based in the UK and USA. Sadly the state of the nation means many agencies are
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Team Produce Sound in celebratory mode.
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The big difference is this: Locally, a lot of creatives want to work with younger guys, whereasinternationally they seem to prefer the older, more experienced guys, so I don’t think manyolder engineers stay around. Many great South African creatives are being snapped upinternationally and going on to become those global creatives.
4. On that note, how can youngsters hoping to crack into the industry
follow in your footsteps?
Enslin: It takes time and sacrifice. Don’t turn your nose up at the seemingly mundane.There’s a road to walk and gold to discover on the way!
Here’s to SA’s continued radio advertising success. Click here for more on Produce Sound’sLIA win and be sure to follow them on Twitter for all the latest updates.
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Read more: radio advertising, Loeries, TMT, London International Awards, LeighAndrews, Louis Enslin, Three D Radio, LIAs
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Leigh Andrews (@leigh_andrews) is Editor-in-Chief: Marketing & Mediaat Bizcommunity.com and one of our Lifestyle contributors. She lovesmilkshakes, word play and alliteration, and can be reached [email protected].
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