From New Castle (PA) to New Orleans (LA) … to quote the California sage Jerry Garcia, “What a long strange trip it’s been!”
Born in New Castle (just north of Pittsburgh) to Charlie & Phyllis, the middle child of five kids, by the time I was five, we’d already relocated all the way to Florida – where we moved two additional times in three years … before moving back north to Youngstown, Ohio.
So, let me see, I’m all of nine years old and I’ve already had five different mailing addresses in three different states in the union. No, pop wasn’t running from the law, just an upwardly mobile and in-demand chemical/mechanical engineer.
My first jobs were newspaper boy, altar boy, and grocery bagging and delivery boy. Boy, that’s a lot of ‘boys’. And great training at a young age in dependability and responsibility for manhood, I might add.
Even as a young dude (boy) through all these very same years, the roots of the recording studio and voiceover career were planted. I took up acting in civic children’s theater, studied ventriloquism (even built my own dummy), taught myself to play the guitar (had my own band in high school) … and fell in love with radio & communications.
Upon graduating high school, with dreams of heading to the military academy at West Point, I spent a year working hard as a land surveyor during the day and attending Penn State by night. When the academy dreams fell apart, I’ve got to admit – it was radio, communications and broadcasting that captured my heart.
So, after carrying a 4.0 in English, Speech, Philosophy and (oh, my) Calculus at Penn State, I decided to drop out, follow my heart and launch a career in radio. Now the fun begins.
When I arrived in New Orleans at Q-93, the station was then owned by Insilco, a Fortune 500 outfit with silver mines all over planet earth!
But I just grew tired and weary of the fragile existence that radio offered and/or threatened, along with the toll on my private and personal life.
You want to know something? Women will only take to that packing and unpacking, up-and-down-the-radio-dial life for just so long … before they say ‘so long’.
Necessity being the mother of invention, I began the Airlift Productions thing – recording and producing ‘voice-overs for export’ – long before it became fashionable. I built my first recording studio in 1984, ‘burned the ships’ (as the expression goes) and never looked back.
Airlift Productions was my opportunity to combine all my loves – acting, music, communications, production and radio – into my own business. Oh sure, I could still run the bus off the road, but at least from now onward … I was the one at the wheel.
1984 was the age of reel-to-reel magnetic recording tape, grease pencils and splicing blocks, cassettes and Fed Ex next-day deliveries. The internet and world wide web, mp3 email attachments, and digital non-destructive edits weren’t even dreams yet in a tech head’s head!
Fast-forward now to 2019… and the kid has stayed in the picture. I still love to paint those mental pictures, color the air with bright pastels and deep earth-toned hues … motivate with sound!
And what a thrill and honor to do it all from the world’s most unique city and America’s most fascinating destination. If you’ve been to New Orleans you know whereof I speak … and if you haven’t, well, you’ll just have to take my word for it.
“It has been my pleasure to collaborate with Mike at Airlift on a variety of projects from sound effects for museum films, to Narration for corporate and commercial work, to high end deeply layered radio spots. He works out of his own custom designed studio, so he has been able to offer a flexibility to accommodate erratic schedules. In every case, he has maintained the highest standards of production that equal anything produced in New York or LA. He is dedicated, tireless, dependable and truly enjoys his work to the point of making the process actually fun. I would not hesitate to recommend his services to my colleagues or anyone seeking a totally professional sound track.” ~ DALE ANTHONY SMITH, Designer/Producer at Multi-Media Corp, New Orleans
With all the equipment in the Airlift Productions studios – bouncing meters, glowing lights, ‘bells & whistles’ – the one thing visitors and clients seem to remark the most about is, strangely enough, the Window!
Its custom-cut, stained glass beauty captures every New Orleans sunset from it’s setting in the western wall of the studio, and gives constant feedback on current sky conditions as it reflects the tempo of each and every recording day.
Inspired by ancient Mayan illustrations and pyramid hieroglyphics, it was custom-designed to carry the colors of the Airlift Studios into it’s intricate artwork – from the passionate purple of the walls to the midnight blue carpet & charcoal grey acoustic foamed walls.
“The Gift of Life”, as it is called, symbolizes the spiritual journey of man.
At the center is the flame-like symbol of God who is Light & Life, the Creator of All.
The Triangle – symbolizing Mind, Spirit & Soul enlightened by God in its midst – is within the circle that signifies God is All in All, without beginning or end.
And surrounding the circle are the glyph signs for sky, earth’s abundance, and precious water.
And this magnificent artwork accomplishes all this spiritually without being overtly religious, to say nothing of ‘choosing up sides’ – favoring one religion, faith, or approach over another.
“The Gift of Life” also serves as the perfect backdrop and vibe for all the intensely creative audio projects & work being recorded and captured at the Airlift Productions Studios.
Boy, just when you thought you had all the answers … they changed all the questions!
Watching ‘Mad Men’ re-runs on Netflix the other night, it hit me again as to how completely flipped and upside/down marketing & advertising has become from the 20th to the 21st century.
We’ve transitioned rather dramatically from ‘interruption’ marketing to ‘permission’ marketing.
Think about it, from the local disc jockey hitting a commercial and joking about the station ‘paying the light bill’ to the network newscaster ‘interrupting’ the news stories to sell you stuff … ‘interruption marketing/advertising’ was, last century, THE way to get your message across.
Today – in 2019 – even the 7 year old child skillfully navigates the remote control fast-forwarding the DVR box through the commercials … and then turns around and price-comparison-shops from a smart phone in the aisles at Target or Best Buy!
‘Permission marketing’ in the 21st century ‘allows’ the buyer into your world when he is ready to buy. It gives the buyer all the pertinent information needed UPON REQUEST via the device they have on-hand – in many cases IN their hand – to make the buying decision.
So, telling your compelling story on-line, making yourself available 24-7-365, and letting the potential buyer know about your satisfied customers while on-line has indeed become the 21st century marketing challenge.
And no matter the century, it’s just plain human nature that people/buyers will put more trust and faith in what other people have to say about you … than anything you have to say about yourself.
The power of a well worded, sincere testimonial – let alone from someone already known and trusted – speaks volumes about one’s service rendered or product offered.
In a virtual world where, in many cases, the entire transaction is done without human interaction, smiles, winks or handshakes, and across miles and state lines – the testimonial creates trust!
And this is precisely why I’ve just recently dedicated many hours to revamping the Airlift Productions website’s Testimonial Page.
From VoiceOver jobs, music recording sessions & audio books… to telephone systems & educational software – Airlift Productions & I have delivered. Time and time again. From the last century to this one.
So go ahead, tap the 21st-century-brakes for just a second, hit the pause button on the DVR box, and visit the Airlift Productions~Ziants Testimonialpage here – when YOU are ready, 24-7-365 – and we’ll be there for you!
“Thank you Michael for being so accommodating, and making my job truly enjoyable. I’ve recorded in many professional studios all around Australia throughout the years, but I felt right at home and was really impressed with the hugeAirlift Productions recording space & booth you built. Recording with you was as easy as if I were in my own studio back in Australia – and that really makes for a successful session. All your wonderful compliments didn’t hurt the vibe either! My ego appreciates your generous, kind words. Thanks again for being such a gentleman.”