Industrials come in many shapes and forms: a live performance at a corporate gathering, a video or audio presentation designed to educate a company's employees, an event connected with a product launch or promotion. Industrial work "rarely grabs headlines or elevates performers to celebrity status," said Roberta Reardon, national president of the American Federation of Television and Radio Artists, last fall, when the union contracts covering this work were extended, but "it does something far more important: It provides steady employment." She added that it also offers union actors the chance to qualify for health and retirement benefits."I create live industrials, which could be anything from doing a song for a pharmaceutical meeting to being part of a flash mob for a guerrilla marketing campaign in the middle of Grand Central Station," says Matthew Fletcher, creative director at Tba Global, a New York–based event marketing company. He says...
- 2/11/2010
- backstage.com
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