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 2020 – 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 local New Orleans television personalities to New York AudioBook producers, from iconic horror movie host Morgus the Magnificent to the Discovery Studios in Hollywood … from the mouth of James Carville at the Airlift mics (astonishingly, in sync with Congressman Steve Scalise’s opinion) to former Sirius/XM satellite talk show host Mike Church‘s opinion – all in their own words!
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.”
Around the Airlift Productions Studios, I still get into this one with my video production pals – when it comes down to audio versus video, which of the two is more powerful and packs the bigger punch?!?
I mean, what is all televison except radio… with pictures? Which came first? And where are the more powerful emotional cues?
You know, the ones that capture attention, motivate, inspire, scare … and drive someone to action?
Pause to consider, the very first sense that develops as the human develops within the mother’s womb is …. wait for it – the sense of HEARING! The growing infant HEARS the mother’s heartbeat and the rush of amniotic fluid, almost like ocean waves, surrounding it’s ears.
The eyes are nowhere in the picture yet.
Now, picture yourself in a movie theater. You are terrified by the motion picture – from b/w ‘Psycho’ in the ’60s to the latest flick about some camp counselor gone crazy chasing teens through the woods with an ax – and you can very simply close your eyes.
But you cannot close your ears!
The shrieks of terror, the ragged breathing, the sound effects, the dramatic music pulsing and pounding. Even when all sounds disappear and come to a complete … heart-pounding … stop!
Interestingly, the Creator gave us eyelids… but He didn’t give us EAR-lids!
Now, talk to a hospice caregiver, and they’ll quickly tell you from experience that in the majority of cases the final sense to leave us at death – is the sense of hearing.
More to the point, in the case of television advertising, when an ad comes on, many are off to the bathroom or into the kitchen. In this case, all the expensive video editing software and fancy visual zips and zaps are superfluous! They are not even there in the experience of the intended viewer.
And since time immemorial, the story-telling tradition, as one generation passed legend and myth and bedtime stories down to the next, the entire ‘presentation’ was aural – powerful, memorable and impact-full.
Sorry, video aces, but audio trumps video. It will always be AUDIO that drives the emotional train.
“Airlift is THE place to go for a top quality demo. With Mike behind the board you are in very capable hands. His vast knowledge and command of all things audio blends with his laid-back fun environment to bring out the best in any voice. Airlift Productions has the experience and all the tools necessary to make a voice-over reel that is on par with anything you would find in New York or LA!”
Short story longer, I used to wake up in a cold sweat on the waterbed (hey, it was the 1980s) in the middle of the night wondering where I’d be when I reached age 40, to say nothing of 50 or 60 if I stayed on my current path.
So, my Q-93 partner in crimeRon Chatman and I were sitting around the bar at Bert’s, a bar on the first floor of a now-imploded and long-gone hotel on Canal Street having a few, comparing battle scars and musing about our collective futures.
I grabbed a bar napkin and started doodling, sketching, dreaming … and came up with the first crude version of the Airlift Productions logo.
Airlift – as in ‘to the rescue’, with all it’s heroic connotations. If all radio & TV commercials are indeed sent over the air, “let me give your Air a Lift!” Alphabetical listings being what they are, I’d also be listed first in all the recording studio listings.
** Airlift Mike narrates James Patterson’s best-seller”The Chef”, now available on worldwide AudioBook platforms **
Plus, I somehow knew all those years ago that the studio would be involved in projects bigger and loftier than just commercials, so it just had to be Airlift ‘Productions’. I knew that I was on to something.
The year was 1984.
After hiring local artist Harrel Grey to fine-tune my crude bar napkin logo rendering, I trademarked it with Baton Rouge officials, got my first bonafide free-lance account with WGNO-TV/Tribune Broadcasting – and was off to the races.
Today, in 2019, if one were to do an internet search with just those two words ‘airlift productions‘ in a search engine – with no qualifiers, no country or state, nothing else – out of over several million possibilities worldwide and worldwide-web-wise … there I am.
Hard to believe that as I write these words it’s well over thirty years later, but that’s what the calendar tells me.
Meanwhile, the technology, the recording gear & the delivery methods somehow grew into my dream & vision.
And the jobs? Well, Airlift Productions has today recorded and delivered audio all around the world – literally!
“Mike, I can’t thank you enough for the great job you did coaching me through the audio recording of my new book, ‘Back in the Game!’ Since this was the first book I’ve ever written (and recorded), it was all new territory for me. You made the entire process go very smoothly, and I am incredibly happy with the final product.
I appreciate all you did to bring this book to life. You know you are really good when both James Carville and I are in complete agreement that you are great to work with!!” – CONGRESSMAN STEVE SCALISE
It was the ancient Chinese sage Confucius who once said, “Choose work that you love… and you will never have to work a day in your life”. Joseph Campbell amplified this comment with his admonition, “Follow your bliss!”
Furthermore, the Cherokee used to tell their children that we are all ‘born with a song’, and that we all need to learn to sing that song. Not someone else’s song…. but our unique song.
Well, I actually used to fall asleep as a pre-teen kid in Youngstown, Ohio with a transistor radio tucked under the pillow, listening to far-off radio stations in Chicago (WLS & WCFL) and New York (WABC) dreaming of one day being a radio star.
To communicate with someone unseen without wires over great distances was to a kid the stuff of magic. I wanted to be the magician – badly.
The millennial of 2019 would not even recognize the time. At all. No internet, no world wide web… no iPhones, iPads, iPods, or apps. Video games? Excuse me? Pong & Pac-Man were hardly even on the horizon. The compact disc & video tape hadn’t even been invented yet, let alone ‘cloud storage’ or DVD. The 7-inch 45 rpm record, the audio cassette, and reel-to-reel tape was it. And it was magic!
My very first rock radio job – being a disc jockey, an air personality – was at WKBO Radio in Harrisburg, PA. It’s where I really discovered my true love – communications. It’s where John Saint John was born. It’s where I learned how to work a microphone as though it were a warm human ear… instead of a cold metal object. And it was magic!
**Micheal Ziants as John Saint John On-Air WKBO Radio, Harrisburg, PA – 1977 … with Listener Introduction **
But the afternoon air shift wasn’t the full story.
Everyday duties – in addition to the air shift – included production! Every day… of every week… for five straight years, I produced radio commercials. Little did I realize, but the seeds were being sown for Airlift Productions…. one day… way down yonder in New Orleans. Boy, was it ever magic!
** Micheal Ziants ON-AIR at WKBO Radio – Summer 1978, shortly before the move to KSD, St. Louis **
Work I love? Following my bliss? I tell you what, give a listen to the LIVE On-Air WKBO Airchecks within this blog … and then you tell me.
And the challenge of translating all this On-Air fun & drive into self-employment as a recording studio owner & VoiceOver Talent is the subject for yet another blog, another day. But, oh, what days/daze these were….
“Try to remember the kind of September, when you were a young and callow fellow….” ~ from the Fantasticks
“For voice over actors, the demo serves as a calling card and is unquestionably the most important tool in the pursuit of voice over work. Mike Ziants and Airlift PROductions produced my first VO demo and within weeks I landed my first job in the industry. Airlift’s state-of-the-art recording studio combined with Mike’s wisdom and expertise provided me with an excellent demo as well as the confidence needed to achieve success!” ~ JOHN DENNEY, founder & lead singer of the Los Angeles-based ’80s Punk Band The Weirdos – AND VoiceOver Talent
In “Love & War: 20 Years, Three Presidents, Two Daughters & One Louisiana Home”, James Carville and Mary Matalin detail a life few could imagine, let alone live!
A life lived at the intersection of Power, Politics and a Changing America … and while in the middle of it all, trying to keep a relationship together and raise two daughters – all at the same time.
And, boy, does politics ever make for strange bedfellows! James steered the Clinton presidential campaign both times (even steered him through the Lewinsky scandal), and Mary, who served under both Bush presidencies, was IN the White House the fateful morning of the 9-11 attack in the skies over Manhattan. Bush wasn’t. Mary was.
Their stories, their first-hand accounts, their front-row seats to some of America’s most fascinating recent history are palpable, riveting, and most remarkable.
And capturing it all through the Airlift Productions microphones for posterity in the audio book version of “Love & War” simply has to be one of my most remarkable gigs so far this century.
The sentiment, the candor, the forthright honesty, the raw emotion. Admittedly, I felt alternately like a coach, a cheerleader, a psychiatrist … and even a priest in a confessional!
One of my fave stories from James was of his trip to Miami for the Saints SuperBowl win, wherein he details being on the field with Drew Brees, then off to the shuttle bus for transport back to the hotel. On the bus, he re-connects with the legendary Archbishop of Orleans Phillip Hannan. Then, who steps on the bus but Kim Kardashian, who’s “seeing” Saint running back Reggie Bush at the time. Imagine, if you can, James – now sitting in between these two and facilitating the introductions! Oh my. Comedy ensues…
** Airlift Productions’ Micheal Ziants reflects on his first-of-many recording sessions with James Carville, along with some classic James quips and thoughts … oh my! **
The very first day I recorded with Mary Matalin, she showed-up dressed to thrill! All dolled-up and made-up, decked-out for a night on the town – ah, to record with me in a dimly lit studio all afternoon? H-m-m…, I said, whaddup with dat? Well, after four arduous hours at the mic (a quite impressive feat, I might add), she stands up and says, “Well, gotta’ go, Bill’s in town!” And just like that, she & hubby James were off to dinner in the French Quarter – with Bill Clinton!
I could go on and on about our collective twenty-some hours of recording and working together, but you get the idea. One of the – if not THE – most fascinating sets of recording sessions I’ve ever logged at the Airlift studio and witnessed. Let alone orchestrated!
The News, it has been said, is History – the First Draft. And two ‘Wrongs’ don’t make a ‘Right’. But three ‘lefts’ will!
As a profound political atheist, I don’t have a dog in this hunt. But in the case of these two, I was certainly thrilled to be saddled-up and along for the ride.
And the next time you hear that old line, “Politics sure makes for strange bedfellows!” – now you know the rest of the story.
“I have been in studios from the Bayou to the Beltway, and I can say after recording my last two audio books with Mike, that there is no better place than Airlift Productions. The quality of the production, the studio, and frankly, the comfort, make it the only place I want to record now or in the future.” ~ James Carville, Tulane professor and Campaign Strategist behind the most dramatic political victories of our generation.
It’s kind of funny after all these years and all this time, but I’m still asked about the ‘Mike McCann’ thing.
After all, most disc jockeys (as we were called back in the day) or air personalities on the radio used a stage name or alias for on-air purposes. Perhaps this gave us a more dramatic & imaginative persona, but it also assured us some form of anonymity and privacy. Some form.
A Pennsylvania native with roots further back in Austria & Hungary, and with brothers & uncles who’ve actually mined coal for a living, I’ve long been proud of the family name ‘Ziants’, but never used it on the radio.
In fact, through 12 years on-air, all through my tours of duty in Harrisburg (WKBO), Saint Louis (KSD), Nashville (WLAC), and Philadelphia (WIFI) … I was known to the masses as John Saint John!
And it really worked. I could play on and riff on that name all day long … ‘Philly’s one radio saint – that ain’t’, or (in St. Louis) ‘preaching the gospel according to St. John from the banks of the Mississippi’, and … well, you get the idea.
Without a doubt, the radio days/daze in Harrisburg, PA are among my favorite memories through all these years. “And don’t forget to smell the flowers along the way, ’cause we’re only here for a short while.”
** Micheal as John St. John, On the Air @ WKBO Radio, Harrisburg, PA **
In fact, some of my best pals & brothers-in-arms from along the banks of the Susquehanna now belong to the ages and pages of broadcast history.
Your names – and broadcast contributions – are now the stuff of Legend.
** Micheal as John St. John, WLAC, Nashville, 1980 **
But you know, names, people and places will always change … and upon my arrival in New Orleans in 1983, so did the “John Saint John” thing.
Q-93 (owned at the time by Insilco, an international silver company, really) employed a mid-day jock (who still today does production for Entercom’s WWL) by the on-air name of STEVE St. John … a jock that I would have to follow in afternoon drive! Uh-oh.
WQUE management loved what I had been doing on-air in Philadelphia, and flew me down to hire me in June of 1983. But the name had to go!
Oh well, (sigh) what’s that old Billy Shakespeare line about, “A rose by any other name…”?
So, ‘Mike McCann’ was born. And in one fell swoop, Q-93 hired me for afternoon drive … and these two crazed characters out of Beaumont, Texas – Walton & Johnson for morning drive … all in that one fateful week!
** Mike McCann On the Air @ Q-93/WQUE-FM, along with Walton & Johnson, May 1984 **
Now, at that point in time, John & Steve had only been together for 5 months as a team, having met for a breakfast and formed their alliance just a half year before – in Beaumont.
I had been a top-rated and tested major market air personality for years, and was looking to do mornings at Q, but management had other ideas. And that is the subject for yet another blog… another time.
What’s in a name? The answer, my friend, is blowin’ in the wind.
“For years, I have worked with Micheal Ziants and Airlift Productions recording songs for Children’s Hospital and the Children’s Miracle Network. Mike’s attention to detail is legendary, but his commitment to the kids and the challenges they face goes far beyond that. He gets it. Professionally, he’s as good as it gets. Everyone SOUNDS better after a session with Mike. And no matter what the audio project, you FEEL better after a session with Airlift. That’s “Z” truth! — HEATH ALLEN, WDSU-TV Reporter, and Veteran Guitar Picker
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.
The only problem with dogs is … that they don’t live forever!
And spelled either frontwards or backwards … Dog is still man’s best friend.
The Shadeaux, with powers and abilities far beyond those of mortal dogs, came to the Airlift Productions Studios and became our official mascot and ‘talent herder’ over Christmas 2006.
Near as we can tell, he’s twelve years old today and, truth be known, he picked us out at the SPCA that day. Kind of like the Ziants boyz – a mutt; part German Shepherd, part Chow, part Border Collie … and all Love.
No, this is not his obituary (and even he’d appreciate the humor that the word ‘bitch’ is in that word), it’s more like a mid-life opus and testament to his otherworldly powers.
After all, the recording process can be somewhat intimidating to some, and capturing a stellar on-mic performance can feel a bit daunting at times – even to the pro!
And the Shadeaux has an uncanny way of throwing a ‘chill-out’ factor into the entire equation.
Little Quvenzhane Wallis (of ‘Beasts of the Southern Wild’ fame) wanted to take him home with her (no chance), and James Carville’s ‘missus’ – Mary Matalin – could hardly tear herself away to get back to work on her audio book.
With a woof, a lick, and an appreciative tail wag – coupled with more fur than Liz Taylor at a pre-PETA-days holiday bash – the Shadeaux has an amazing talent for making anyone feel comfortable, relaxed and right at home.
And when trying to record a stunning on-mic, on-point performance … what more could you ask for?
Except maybe that he’d live forever.
Airlift Productions … where EVERY day is ‘Take Your Doggie to Work Day’… Airlift Mike with his fave, furry four-footed friend – and uncharacteristically shy, The Shadeaux
“If there are no dogs in Heaven, then when I die I want to go where they went.” ~ Will Rogers
“I care not for a man’s religion whose dog & cat are not the better for it.” ~ Abraham Lincoln
“The average dog is a nicer person than the average person.” ~ Andy Rooney
“Airlift Mike was a saint, and ridiculously patient and supportive (and helpful!!) for this audio book virgin. In another environment, without the support, and with pressure to perform “right”, I probably would have completely fallen apart. So the MVP for this getting done goes 100% to Mike and the chilled outenvironment he’s cultivated…personally and within his studio.
I can’t tell you how excited I am to be able to get this audio book out to you guys!! As challenging as it all was, the end result, I think, is amazing!
Once again, a big heartfelt thanks to Mike and the years of expertise he brought to this project to ensure I sounded my very best. If you’re ever in Nola and need the best audio dude, and the best dude dude, holler at my man Mike withwww.airliftproductions.com
Thanks for the great week my friend! :)”
— SEAN O’SHEA, Los Angeles-based Dog Trainer & AudioBook Producer
When folks first visit my Airlift Productions Studios here in New Orleans, one of their first questions is regarding my motivation for building such an awesome recording space in the first place.
My response? “Well, quite frankly”, I tell them, “I have an entrepreneurial drive that was forged in the fires of unemployment!”
I just grew tired and weary of the corporate radio mentality that treated warm, talented and caring humans – with families to look after – as simple commodities!
As all of America today it seems is constantly being outsourced, marginalized, downsized and capsized, even back in the ’80s, I wanted to create my own future. Enter the Airlift dream.
I would never have been at Q-93 Radio (WQUE-FM) in 1983 had WIFI-FM in Philadelphia not fired me. A format change to “Rock of the ’80s” – Psychedelic Furs, Oingo-Bongo, Roxy Music, X, Berlin – in early ’83 led to my dismissal.
Imagine taking this excuse to the PA unemployment line bean-counters, “Well, the consultants considered my on-air approach & style too adult sounding and too mature for the new format!” Really.
I would never have been at WIFI in Philadelphia had management not fired the entire air staff at WLAC in Nashville. This legendary 50,000 watt radio station sat on Music Row in Nashville, was owned by Billboard Magazine at the time, and reached Canada and Cuba from the mid-south with it’s remarkable signal.
But it all didn’t matter when Billboard sold the station to new owners – who then changed the format to All-Talk/News and fired it’s entire staff, including yours truly.
I would never have been on-air at WLAC had the Pulitzer family in St. Louis at 55-KSD not made a similar move. The radio station was sold to new owners who then changed the format to All-Talk/News and fired it’s entire on-air personality music air staff.
Are you beginning to see a pattern here? Enter the Airlift dream.
I left Harrisburg on my own terms to pursue my first major market air shift in St. Louis. And I indeed exited Q-93 (as afternoon DJ/Air personality) in 1985 to build my own dream, to fulfill my destiny… to create Airlift Productions.
Airlift Productions was my way of taking all the skills that I’d learned from”the man” and putting them to work for myself! I simply parlayed the many skills garnered and fine-tuned through all those radio years into self-employment as a VoiceOver talent and recording studio owner.
The final chapter? Well, it has yet to be written. As the old advertising adage goes… “watch this space…”
“Mike has a great voice and he’s a great guy! We’ve produced many projects together and he’s always at the top of his game. I love working with him.” ~ Steve Scaffidi, Founder & Managing Partner at Ghost Rider Pictures, NOLA
Now playing – yes, still in 2018, that’s what ‘buyouts’ are all about – on flat screens all across Atlanta, from hotels to motels and on the web, is this classic piece all about a Mediterranean Grill in downtown Atlanta called “Aviva by Kameel”.
“My experience with Airlift Productions was top notch from the start. My company is based in Los Angeles and I had a client that needed to do a last minute VO session in New Orleans. Micheal was incredibly knowledgable and accommodating, not to mention a blast to work with! Our session turned out beautifully.”
– LIZZ RANTZE, Executive Producer, Rantze + Raves Productions, Los Angeles, CA