Technology such as email, seemingly robbing us of interpersonal communication, has enabled the creative process to flourish while still allowing for collaboration. 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 – or “beaming” -- files back and forth has actually liberated the creative process. No longer must the client be present at sessions and stand over Macar and his team as they create. And the creators are not beholden to produce at the very end of the delivery time table. Macar says, “We encourage earlier involvement, and are being asked to join the development process earlier, much to our satisfaction, allowing producers to enjoy sound elements that are closer to final mix that help their editorial point of view and client approval 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. FTP is an intranet site that can hold very large files that sometimes are firewalled or can bog down the client’s email. Macar quickly provides links to his FTP site on the company website so that clients can easily access their materials.

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 fifteen 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 LA.

Buttons, NY has been sound designing and mixing in New York since 1988, working on feature films, television shows, and advertising spots. Clients include BBDO, DDB WW, Publicis, Pokemon, HBO, Warner Bros. Buttons specializes is live action sound design, animation, and surround sound for DVD, Theatrical films, and HD TV.

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For more information on Buttons Sound please contact:
Amanda Berlin Public Relations
212.253.0143
SoundNews@hotmail.com