WIRED
37
CN talks to David
Stanley, head of
corporate events at
Aztec Live about AV
tips and challenges
What would
you say are the
most
important
elements of a
live show? The underestimated power of
sound, or more specifically, music.
We can use music to create unity
among an audience, even before
a single word has been spoken.
From gentle mood music during
reception to a crescendo of a
powerful movement on show
openings can set the mood for the
coming speech and tie everyone
to the same emotional wave
length bringing focus to the stage
area. It’s almost subliminal. Clients
often talk of an event visual
identity. But what about an audio
identity? A simple three note jingle
before every announcement or
session can help with the overall
creation of a memorable event
experience.
As an AV and
scenic
production
supplier, what
would you say
are the
biggest
technical
advancements
in this
industry? More and more clients are
requesting LED walls. In most
content events, projection is still the
most practical solution. Less
trucking, fewer personnel, reduced
cost and a higher pixel resolution
overall, as long the venue has
controlled ambient lighting and
good rigging.
The biggest advancements are
behind the scenes. With the use of
networking and fibre we can reduce
cabling, send higher quality signals
over longer distances and even
control devices using apps reducing
setup time. Standardised protocols
are also enabling devices to talk to
each other enabling a more
synchronised experience on stage.
What are the
biggest
challenges in
your industry? We’re starting to see a shortage of
high-quality freelancers and the
cost is going up. Most ‘older’
experienced technicians spent
their childhood cabling up stereos
or using four-track recorders and
small studios to record music or
playing about with cameras,
electronics and computers. This
sparked a technical interest which
eventually led to a career in theatre
and corporate work. Today music,
recording studios and cameras are
all on your phone via apps. If you
want music, just ask Alexa. If you
want to want a film, turn on Netflix.
No cables are required.
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AV and Production
How can this
be solved? We need to try and promote all
areas of our exciting industry,
such as management, operations
and technical in schools and
colleges. I urge anyone in the
industry to reach out to schools
and offer work experience
placements or attend career days
to promote our vital trade.
Technology companies need to
carry on innovating AV and event
equipment so its standardised and
easier to use. Let’s make them all
app based if that’s what the next
generation will be used to!
How have client
needs
changed? Now it’s more about creating an
experience. AV companies do
more than simply provide
equipment, but rather assist with
the entire customer journey from
when they leave the train station,
arrive at the venue, network and
settle on their plenary seats before
moving to the breakouts.
We are now getting more
involved with what the guest
sensorial experiences. Street and
venue branding, event visual
identity, scenic themes, reception
mood music, animations and how
the keynote presenter or CEO
enters the stage are all now taken
into careful consideration months
in advance.
What advice
would you give
to anyone
opening a new
venue or
refurbishing an
old one on all
matters AV? I would suggest not installing any
permanent AV. I have seen venues
spend hundreds of thousands of
pounds installing a
‘state-of-the-art’ AV system with
touch screen control only for it to
be completely bypassed by every
AV supplier that enters the room.
Built-in AV can dictate the room
orientation and limits creativity. Of
course, for smaller breakout
rooms a drop-down screen and a
decent projector is fine. But the
main rooms just need good
lighting control, good rigging, good
access, reliable power, partition
options, Wi-Fi and cable
management features.