RoomService, a company that provides on-site audio and sound design services to advertising agencies primarily in New York, has been launched by executive producer Alan Varner. The new concept is facilitated by a portable audio system, which reduces delays caused by travel to and from recording studios.
An ensemble of freelance audio engineers is proficient on the system (which includes 24-bit ProTools), and will be equipped to create broadcast quality audio within a boardroom or office space at the agency.
RoomService is the brainchild of veteran audio producer Varner, who formerly worked as a producer/VP of the Radio Band of America and as president of its satellite company, Penny Lane Studios (no relation to the audio post facility that recently opened in New York); both original companies are now defunct.
Jerry Plotkin, a composer/ producer at audio company Headroom, New York, is partnered with Varner in RoomService. The new venture will operate independently, but there is the possibility of collaboration with Headroom at a client’s request.
The portable unit includes full audio production equipment with the capacity to record talent, edit spots and integrate music and sound effects. A full library of sound effects and stock music has been compressed on hard disc and can be interfaced through a database, allowing for instant auditions of any aural piece. Copies can be made on site in the requested format, including CD, DATS and cassette, or as MP3 files.
Varner said the equipment fits into a single rack, which is a compact two square feet. "All we need is a reasonably quiet office space or conference room. We close the door, turn the phones off, and we’re in business."
Ten freelance audio engineers will initially work via the company; in-house staff will be appointed as demand rises. Varner said that RoomService has handpicked a list of some of the best "ProTools pros," all of whom have extensive experience in the advertising industry.
The pool of freelance engineers includes Jonathan Appell of New York-based Jonathan Appell Productions, whose spot credits are for such clients as Crest, Avis, AT&T, McDonald’s and Foot Locker; Mike Cacoso, who has worked on spots for American Express, Qwest Communications, Bell Atlantic and MTV; Doug Epstein of New York-based Doug Epstein Productions, who’s turned out commercials for IBM, Diet Coke, Chevrolet and American Express; Jeff Kowalek of New York-based Kawalabear Productions, with ad credits for MCI, Ford and Chrysler; Matt Seitz, who has worked on spots for the New York Yankees and IBM; and Georgia Hilton, who has done spots for Jaguar, Time Warner and Sony, among others.
"We see it all the time: People from ad agencies come into studios, but not everybody involved in the project can be there. So they record the audio, edit it, and go back to the agency to play it to the creative directors for comments. This causes delays, and [therefore] another recording session needs to be booked. With our system, we are on the premises so everyone involved in the process can pop in at any time and changes can be made immediately," Varner explained.
RoomService is currently conducting test runs with jordanmcgsrathcase&partners, New York. Varner said he’s also received positive feedback from other New York agencies he has approached with the concept. RoomService is willing to travel nationally if requested. There are no company reps at this juncture.
