Toby Keith - American Ride Tour - Mobile Production Pro

mpmmoo tv mpm featuremoo tvGets on Board Toby Keith's American RideBy Lesley CuttlerFull-service boutique video production companyprovides creative content and video equipment forcountry superstar’s tour for second year runningMoo TV proprietor Scott Scovill is heading to the Chicago date of TobyKeith’s American Ride tour, for which his company is providing video productionservices for the second year in a row.For the music tours the company services,Moo TV does more than create interesting andexciting content with cutting edge graphics,dynamic animation, cool effects, engaging B-rollfootage, and image magnification via state ofthe art equipment. From input at tour rehearsalrun-through, to deft execution of video elementson tour by Moo TV’s crack technical crew, tochecking out a tour date for evaluation andpossible tweaking, Scovill and company offerparticipation in an artist’s process and image,and the type of quality customer service andimpressive attention to detail that fosters relationshipsand keeps their clients coming back.One of country’s biggest and most popularstars, Toby Keith is ranked among the topselling(30 million albums) artists in all genresat #3 on Billboard’s Top 200 Artists of theDecade, and is one of the most successful touringartists of the last decade. Thus, his largerthan-lifeimage and recognizable attitude hadto be branded in the material created by MooTV, and Scovill notes that artist branding isessential for the content his company createsfor all music tour services. Good, solid videodisplays are a given, but it’s what Moo TVdoes inside the box that makes the difference.Scovill says the challenge is to maintainand continue to raise the bar Moo TV setsby keeping the work fresh and new.Audiences expect the video elements to be ashow in and of itself, and Moo TV did notdisappoint Keith’s fans. The superb productionincluded broad, tongue-in-cheek funny, inyour-face(much like Keith, himself) innovativecontent such as: Keith’s iconic cut-out pictureand Monty Python-esque animations, alongwith descriptive graphic art for “I Wanna TalkAbout Me;” a cartoon animated backdrop ofmarijuana leaves and dancing joints during“I’ll Never Smoke Weed With Willie Again;”silhouetted girls dancing inside images of lifesize whiskey bottles highlighted “WhiskeyGirl;” and ““High Maintenance Woman”featured a giant Toby Keith head being successivelypasted over with post-it notes of “honeydo”requests.Moo TV is built on the experience and passionof owner Scott Scovill, with a bit of the oldIrish via a touch of luck from the band U2. Ina happenstance meeting with their crew, Scovillgot his start and was mentored in the musictour business as a stowaway crewmember onthe band’s Joshua Tree tour. Back in the day,video was primarilyused at live shows for image magnification.As his video production career progressed,Scovill became more interested in creativecontent for screens when high-energy choreographedshows like Paula Abdul’s utilizedmaterial in a creative way. As a nod toNashville’s literal country roots, as well as aplay-on-words homage to U2’s “Zoo TV” tour(a video production gig that Scovill painfullyturned down in favor of setting up his ownshop), Moo TV was christened in 1993.The buzzword at this company is creativityand Scott Scovill is passionate about it.He believes that an artist’s unique creativity,coupled with quality and integrity of work, arethe ingredients that take Moo TV’s shows tothe next level. What distinguishes Moo TV asa video production company is its creative staff.Much more than just a technical group, thecreative division operates akin to an ad agency,with brainstorming sessions and presentationof ideas resulting in exceptional original artand content, which is then evaluated in relationto other essential tour components such aslighting.continued on 3828 mobile production monthly