Newsletter

August 2007 · Newsletter Archive

"A business has to be involving, it has to be fun, and it has to exercise your creative instincts."
--Sir Richard Branson

YouTube and Democracy

On July 23rd history was made. That was the day eight Democratic presidential candidates met in Charleston, NC to debate and they were almost completely upstaged by the process from which they were broadcast. Yep, the very same on-line source you use to share your favorite videos has shown some real muscle.

CNN hosted the event, banking on marrying old and new media in a revolutionary way.

Who won? Who knows?! The real star here was YouTube. It might have been the first debate in which the questions--39 chosen from 2,989 submitted--were more important than the answers. The audience on-line totaled 2,622,000, the biggest audience for a debate since 1992, according to CNN.

The real bonus opportunity: the viewers offered questions on-line and decided who won.
From the San Francisco Chronicle:

"Over the past few weeks, CNN and YouTube invited people to upload 30-second videos of themselves asking the candidates a question. Five members of CNN's political team, plus debate moderator Andersen Cooper, chose which questions would be included.

The answers might have included standard boilerplate from the candidates, but analysts said the hybrid format showed the value of giving the public a greater say in questioning the political candidates.

'It greatly exceeded my expectations,' said Michael Cornfield, a professor of political management at George Washington University and author of 'Politics Moves Online: Campaigning.' 'I think the format was a winner.'"

YouTube debuted as recently as May 2005 initially to assist the world at large with sharing their favorite home videos. Since then it's made stars of local Chicago band, OK-GO. (If you missed that...check this out. )

When they were acquired by Google last year and went public, the model was based on the notion that YouTube would be a terrific vehicle for commercial use--literally.

So, with all the talk of the "death of the 30 second spot," it's probably safe to say we have discovered where commercial advertising is going in the immediate future-- and that's to YouTube.

"Hello, Potter..."

What's that? You've never listened to Jim Dale read any of the Harry Potter series on audio book? Get the first one and see if you aren't hooked within a week. I dare you.

Jim Dale recorded all seven books in the Harry Potter series for the U.S., while Stephen Fry read them for audio book distributed in the UK.

Dale holds two Guinness World Records: one for having created and recorded 134 different character voices for Harry Potter and the Order of the Phoenix, and one for occupying the first six places in the Top Ten Audio Books of America 2005. It's great stuff.

Check it out. It will likely inspire your deliveries--so, listen to Potter and play!

Union Q&A

As we've mentioned in recent issues of our Newsletter, even non-union rates are based on union rates. Obviously the aim is to ultimately join the union, as we see it. (Not that some folks don't do very well remaining non-union. Some swear by it. To each his own.)

Nevertheless, you should know that you should never audition for a union gig unless you expect to accept it. And if you are a 'must-join' for either SAG or AFTRA you shouldn't audition unless you are prepared to join. Which brings up a few very good questions...

How much does it cost to join AFTRA?
At present, a one-time fee of $1440 is necessary prior to the scheduled session that would initiate your AFTRA status. This fee includes your first dues. Your dues are based on how much you make per year. They are paid in November and May of every year in order for you to remain in "good-standing" with the Union. If you continue to audition for union work and you're not in good standing, you'll have to bring your membership current, including any past fees you may have incurred, before accepting future work or you will jeopardize your union status over all.

How much does it cost to join SAG?
To join the Screen Actors Guild you must have worked under a SAG contract, earning SAG wages, either for one day as a principal or three days as an extra.

Contact your local SAG office to make an appointment to join; you will be asked to show proof of your work as described above and to pay the initiation fee of $2277 (national rate) plus the first six months' dues of $58. So, minimally, if you join in New York or Los Angeles, it will cost you $2335.

If you earned a fair amount from your first union gig (of the same union you are now joining) the year prior, for example, that rate will be higher. The initiation rate is lower in cities outside NYC or LA, however, if you move to or land a union job in either of these two cities you must pay the difference prior to securing union work. (Which may be as much as $535 if, for instance, you originally joined in Chicago.)

How much are union dues?
Basic dues are currently (as of May 2007) $58 every six months paid in May and November, plus a percentage based on your previous calendar year's earnings.

New Union Terms

SAG recently sent out an email that may have slipped below your radar and that we feel should be brought to your attention, whether you're union or not. It dealt with signing your life away at a session. There should ALWAYS be limits to how long a vendor can use your image or voice. Generally, contractually, that should be no more than a year at a time and they would have to pay you a 'renew fee' for continued use. That's usually another full session fee--depending on how well the project did. It's an issue best left to your seasoned, savvy talent agent! Again, regardless of whether you're union or NOT!

Additionally, what's become increasingly disconcerting with the union is clients getting unlimited or extended editing rights to your image or voice. If it's used to promote their business, that's generally fine and long accepted as a standard in the industry. However, if it's to place your image on a billboard, in a magazine, on-line, sell as a stock image, use on the radio, on TV, XM, cell phones, Internet and so on--in other words, they can use your work in other formats, even for unrelated projects--this is referred to as unlimited or extended editing rights. The moral to the story: READ the contract. If it's beyond what you understood you were originally hired to do. DON'T sign it. Excuse yourself as if you're going to the bathroom and getting something out of your car--and call your agent. Have them handle it. If that's not possible, don't sign anything. Mention it to the producer. You can simply put a line through the questionable section. You both can initial it. Get a copy and case closed. You're all grown up. Nice. Exhale. You dun good. That wasn't so hard after all. You can stand up for yourself without stepping on toes.

Here's the email SAG sent out:

"UNLIMITED OR EXTENDED EDITING RIGHTS AND THE MAXIMUM PERIOD OF USE (MPU)

When you freely bargain for extended or unlimited editing rights for an internet and/or new media commercial that has been moved over from broadcast or cable, make sure to bargain for the rights to coincide with the use. If you don't bargain for the same period of time as the use (one year for an initial term), the producer may continue to utilize the editing rights up to the maximum period of use of 21 months.

On a made for Internet or made for new media commercial, extended or unlimited editing rights, if negotiated, would coincide with the negotiated maximum period of use. Please note that the maximum period of use on a made for Internet or made for new media commercial is negotiable, but in no circumstances can the initial use be longer than 21 months.

INSURANCE CONFLICTS

If you are booked on an automobile insurance commercial at scale rate, the conflict area you are being held for should ONLY be automobile insurance. If you are being held for additional insurance areas, such as life insurance, health insurance, or comprehensive insurance, you should be compensated for those additional areas. One to three non-competitive products or services are paid at a minimum of 150% of scale rate for session and use. Four or more noncompetitive products or services are paid at a minimum of 200% of scale rate for session and use."

So, there's a new term for you...MPU = "MAXIMUM PERIOD OF USE."

Don't Make Mommy Mad

Who and what is an 'Alpha Mom'? Well, she's a mom who's wired--online 87 minutes a day, estimates one Internet market research specialist--and she's terrifically influential among her friends and neighbors. Sound familiar? Yep, you know who she is. She spends a hefty 7% more than the typical Internet user, but the impact of her purchases is felt far beyond the limits of her home or neighborhood, which is why the Alpha Mom is the most sought after market.

Alpha Moms are educated, tech-savvy, Type A moms with a common goal: mommy excellence. She is a multi-tasker. She is kid-centric. She is hands-on. She views motherhood as a job that can be mastered with diligent research. Alpha Mom typically has money to spend, and--key for marketers--she is, as the label implies, a leader of the pack who influences how other moms spend.

So, move over, Soccer Mom, Alpha Mom just ate all your share of consumer-kibble, because if your product or service passes the Alpha Mom test, it's gold. That's why the nation's biggest marketers, from Procter & Gamble to General Motors to Nintendo, are focusing on this remix of the modern mom.

"She ignites markets," says Michael Silverstein, consumer guru at Boston Consulting Group. "She's a hyperactive purchasing agent."

So, if your market is ailing (as it is in Michigan, for example)--send an Alpha Mom to the rescue. Ignore them and that thriving economy most of us are appreciating presently will go 'bye-bye.' Moral to the story: Don't make mommy mad.

AMC'S Mad Men and Great TV

It's hard to resist going to the movies in the summer. Still, I grew up with Jaws, ET and Raiders of the Lost Ark--I've been spoiled.

Okay, there is a handful I'd prefer to see on the big screen over waiting to watch them on cable, and they are:

#1) Ratatouille
#2) Sicko
#3) Sunshine
#4) Spiderman 3
#5) The Namesake

As good as these films may be, the irony is what's on the 'tellie' has the movies beat by a LALAWOOD mile this summer. Case in point:

#1) BIG LOVE on HBO
#2) MAD MEN on AMC
#3) FLIGHT of the CONCHORDS on HBO
#4) ENTOURAGE on HBO
#5) FLIPPING OUT on BRAVO

Now, that's entertainment. If you're unfamiliar, I suggest you study up! It's great stuff.

The Best Months to Promote to the Agents

There really isn't a bad month to promote to the clients (producers and creatives). In fact, promotion should NEVER have a break in it. It's a constant in order to make yourself available, make yourself known and remind those hiring you're alive. (Out of sight, out of mind.) You simply shift from one region to another after each five-week cycle, or add an additional region while you're focusing on your local market a few times a year. This is done whether you have an agent or not.

Getting an agent, on the other hand, can take your most adamant persistence. Yet, there is a little tip you should know: the best time to pursue the talent agents for representation is AUGUST and DECEMBER. Why? Generally, they aren't quite as busy. There are no absolutes, and certainly August and December are busier these days than they had been in past years, but the fact remains they are more likely to respond to your submissions in these two months.

So, that said...better get on it and keep it consistent. Keep your skills sharp. (They will be tested at a moment's notice.) Listen to your coaching sessions on CD. (Keep your head in the game.) In other words, be prepared, as the Boy Scout said.

Beyond that you should also be preparing to promote or flat out promoting to the ad agency creatives--and staying at it. We see a whole lot of casting directly off the mailings (nearly 70%), so it pays to keep that ball in play.

Give us a call for an updated mailing list or simply a shot in the arm on how to get started with what you have right now.

Say, hello!

If you happen to call you may hear a new voice from us...it's Ninette Hughes! Say hello. She's a lovely girl and incredibly helpful. In the meantime, enjoy the rest of your summer. It's warm and it's wonderful and what feeds our imagination. We'll see you soon! --Kate & crew