How To Remix Video Into A Hit Song
Steve Porter cracked Internet fame by setting an old Slap Chop food-slicer infomercial to song. Now the DJ is doing work for big brands that want viral attention, remixing video and turning the audio into songs for ESPN, the NFL, IBM, and more.
The chorus hook for Porter's "Linsanity" video, commissioned by the New York Knicks
Porter's early hooks were accidental--he just added melody to someone's speech. But he can't count on serendipity on deadline. "Now I approach this like songwriting: taking a clip reel of dialogue, shattering it like a jigsaw puzzle, putting it back together."
Porter can't rely on novelty; everyone's seen a video remix. Instead, his videos tell a story. For Lin, he says, "I picked clips that touched on important points: how hard a road it's been, his nicknames, his amazing plays. Those pillars become part of the song structure."
"Sometimes the client will say, ‘Here's a bunch of stuff, go nuts.' In this case, the Knicks said, ‘We'd love to have something that's not so Lin-centric,' " Porter says. So he highlighted what he knew would make the team happy: that Lin is a product of his team.
Ranked No. 2 on DJ Times' “America’s Best DJ” list; remixes “Slap Chop” infomercial; founds PorterHouse Media
Creates NBA Playoff/Finals marketing campaign
Creates and premieres mash-up videos around NFL games for ESPN; makes Ad Age's “Viral Video Top 10” chart for Wheaties FUEL ad
Mashes up of-the-moment sports stories on Tim Tebow, Jeremy Lin, and the NFL Super Bowl media day
A version of this article appears in the June 2012 issue of Fast Company.