That is the question. The answer, after much experimentation and the collection of much empirical data on File Transfer Protocol, is a resounding "yes."
One would think that the question needn’t even be asked in a day and age when the online transferring of files—be they music or text or video or photos or whatever—is as commonplace as was the overnighting of these same materials some five years ago. But production constraints are tighter than ever (not the least of which is budget), making every production efficiency not only welcome but necessary.
Believe it or not, not everyone is sold on the notion that you don’t actually have to be in Indianapolis or Chicago or L.A. or Miami or New York or Boise or wherever, in order to do your music there. Or do your edit. Or record your voice over. I’m just as surprised as you are, but it’s true.
Here’s an example from our own experience. We were bidding on music for a soft drink company. They wanted our music but weren’t sure about Indy for the final production. I guess I can’t blame them (though had they visited, they would have loved it here—this public service message brought to you by the Indy Chamber of Commerce). While we could certainly have taken the show on the road to New York or Los Angeles, our agency friends went to bat for us and convinced the client that the production could, indeed, happen from Indy in real time utilizing the Internet and ISDN. The work would be just as good as if it had been done on either coast and cost less. And happen it did, becoming the single most successful promotion campaign in this company’s 116-year history.
In another instance, we were bidding on a music project for a documentary series. Yet another project for which the demos were well received, but for which the rights were requested for purchase so that they could be produced "closer to home" in Los Angeles. "What’s with that?" we thought, knowing that we could do the final production in our home studios and also send the final tracks in real time via our FTP server 24 hours a day. And probably faster, in fact, than they could get the tracks from "down the 405."
We respectfully declined selling the rights and didn’t get the project. The ability to digitally transfer demo music tracks, works in progress and even final air-quality files has been the answer for a number of our clients from New York to California to Illinois to Florida. And while larger agencies with budgets to spare may be able to indulge in pilgrimages to some production Mecca for their projects, we’re finding that for cost-conscious smaller to mid-size agencies—or even for those large agencies who carefully shepherd their clients’ budgets—FTP is the way to go. Bottom line: the work is just as good (if not better), it can cost much less in secondary markets and you can actually produce your session or edit from your office and then be home in time to catch The Simpsons in syndication and enjoy a home-cooked meal.
Of course, the boondoggle is out. Hey I like Santa Monica and environs as much as the next guy, but budgets are budgets and there comes a time in everyone’s career when hoofing it to just about anywhere outside of Cannes can be a royal pain in the butt.
Like the song says: "It’s a small world, after all"—and getting smaller—thanks to all kinds of established and emerging technologies that are available to make your life and job easier. Not to mention allowing you to make the most of your clients’ production dollars.
Do FTP. ‘Tis much better than suffering the slings and arrows of spending outrageous fortunes.’
