Andrew Ward is the founder of 3D Horror-Fi, a unique
audio production house that creates '3D' recordings of horror
stories. The first five releases have already gone down a storm
with the digital generation. Here's Ward's 60-second
pitch.
0-5 seconds: Sum your business up in a
sentence
3D
Horror-Fi produces 3D audio recordings in the horror genre for
iPods and MP3 players.
5-10 seconds: What's the business model?
We produce a series of 3D audio recordings and sell them though
web and mobile applications like Audible, Amazon and iTunes. So far
we have five unique releases. Total downloads stand at 5000
and counting.
We can also produce audio for other publishers using our special
3D technique. It doesn't have to be horror. In fact, we want
to tackle other genres. There are some big plans afoot, but for the
sake of show business some things need to remain a mystery. It
would be great to do an adaptation of a
current best-seller novel, though. Any major publisher
who picks up the phone and talks to us is likely to have a
major hit on their hands.
10-15 seconds: Who are your competitors?
No one else is doing exactly the same kind of recording as us.
But our competitors are all the other paid content providers
online, from the BBC to audiobook sites.
15-20 seconds: What's your USP?
Definitely our 3D effect. We use a technique perfected by people
like Pink Floyd and Pearl Jam called binaural. However,
we have developed our own unique twist on it and use special
process which not only optimises sound but gives the
actors a lot of room for creative freedom. If I told you about the
twist I would have to kill you, of course.
We do everything ourselves:, record sound effects etc. All our
voice artists are first class stage and film actors. They are
always of exceptional talent. One actor was in the new Inception
film with Leonardo Di Caprio, another was in Emmerdale and another
acted in the play Equus, which was a West End hit.
No matter what recording technology you use, if your actors or
script are mediocre you will end up with a rubbish
production. We are trying to bring out new releases as quickly
as possible without compromising quality. Quality is king.
20-25 seconds: How have you funded it so
far?
The business is self funded.
25-30 seconds: What were you doing before?
Acting and running another company called Web Vocal which
records podcasts and audio for other client web sites.
30-35 seconds: Where did the idea come
from?
Audio drama was dying out. It's still very popular amongst older
Radio Four listeners, but the afternoon play is not exactly... How
should I say...? Rock and roll. In other countries, radio drama has
all but disappeared completely. In the US, millions
listened to the 1938 dramatisation of H.G Wells War of the Worlds
on the radio. People were so moved by it they ran out of their
houses to panic buy petrol but when TV came radio
drama effectively died out.
Now there is a new generation that owns digital devices with
head phones and doesn't just want to listen to music. We have make
recordings specially geared to this audience. Trends are often
cyclical and the time is right in a big way.
35-40 seconds: What's the smartest thing you've done
so far?
We managed to secure distribution deals with Audible, Amazon and
iTunes. Not only that, but one of our releases made it onto the
best seller list on Audible ahead of the Judy Dench biography.
This deals came about through a mixture three parts persistence,
one part luck. I just kept calling and asking for somebody to
listen to our stuff. After a while, they think "Do I really want to
field another call from this idiot or should I just take two
minutes to listen?" Listening becomes the easier option.
I also was focussed very hard on being truthful and humble. I
was honest about being a start up. I had a day job and explained
that their support would mean a lot to us. Too many people
think they're on The Apprentice and big their ventures up too
much. I was then extremely fortunate to have somebody at
Amazon who was amazing and got the potential of our product.
40-45 seconds: What's the stupidest?
Doing a sound effect with a dead chicken. You can hear the noise
in Blood and Stone; it's when the jailer gets his throat cut.
(Download Blood and Stone) The effect came out great
but, to be honest, the best part was cooking the chicken afterwards
with some fresh sage and eating it after a ten hour production day.
Waste not, want not.
45-50 seconds: If your business was a biscuit, what
would it be?
Jammy Dodger. It's 3D and sounds cool.
50-55 seconds: Which idea are you a bit jealous
of?
Google
55-60 seconds: Where are you going to be in 12
months' time?
Presenting a bottle of finest Krug to a farmer in a small town
in the middle of Nebraska who has just received our millionth
download.
Visit
the 3D Horror-Fi website
In accociation with
If you're interested in a start-up business bank account, contact NatWest
to realise your ambitions.