Versioning Localization – Lessons from my music video past
Photo by KAL VISUALS on Unsplash
In part 12 of Globalization Motivation, we continue our quest to promote localization, globalization, and above all collaboration with oversimplification. Let’s share a bit of my personal history with versioning music videos.
In my former life, I was the manager of music video administration at Atlantic Records. Back then there were several television broadcast opportunities for music videos (MTV, BET, Fuse, MuchMusic, Disney, Nickelodeon, and more). Each of these outlets had different standards and practices. We utilized the ISCI code system, which was our unique identifier for video assets to track the variety of alternate versions. I was responsible for managing everything from contracting to auditing to risk management - if it wasn’t creative, it was my job.
What were these versions? Both visual and audio required editing. For example, some networks were concerned about promoting criminal activity and others wanted derogatory words pertaining to women removed. Each version adhered to a unique list of standards that would pertain to the individual media outlet. BET had day and night versions. BET daytime was more restrictive than MTV or VH-1 (in my opinion), whereas BET night targeted an adult audience. If the artist appealed to a young audience, there were different edit requests from Disney and Nickelodeon. If the video featured strobe lighting, that would be removed for the United Kingdom due to the impact on people who suffer from epilepsy. Each network viewed offensiveness and harm differently and these standards varied greatly by the network. There may be ten or more versions of a music video depending on the artist and the intended audience.
How can we apply this to localization and the promotion of globalization? This is a great example of language and visual content pertaining to languages and culture. Today, video is the most consumed form of content. When consuming this type of content, most people prefer to use mute with the captioning on. Captioning, while vital for the hearing impaired, has become the preferred method overall. Localization teams are overseeing the adaptation of extremely complex content.
At the time, I only had to be concerned with mostly American English, which seems simple enough. However, new terminology was constantly being created to refer to drug culture, in particular. If a network wanted us to remove a term relating to marijuana use (which was illegal at the time), we needed to know what those words actually were. Visually, we might be removing offensive hand gestures or logos on clothing where we don’t have permission to display.
The execution of these requests would be to remove the content altogether. Most visual edits would be blurred unless we had access to expensive video equipment to remove the content as if it was not there and the audio would be erased entirely. The audience (listener or caption reader) would not know the intended words used and they would never be overdubbed or transcreated. These various “clean” versions would sometimes seem quite silly and the artist’s intended message could be diluted.
In one failed exercise, I was tasked with transcribing lyrics to a song “Thug Like Me” by Greg Street featuring Duece Poppi and Trina (warning adult content). The video submission process had a very short timeline and, since I never miss a deadline, I decided to take control of the situation by writing out the lyrics myself. I am an English speaker, so how hard could it be? Horrible! The volume was turned up really high and I paused the audio several times. After a few hours of this, I sought out the help of a co-worker. I gave her the lyrics for her opinion, and she offered to help me while laughing the whole time. I will never forget when the Executive Vice President (my all-time favorite leader of the music industry who has since passed away) happened to walk past her desk. He stopped and asked what was going on? My co-worker played the track for him and said, “Here is what Erica THOUGHT they said!” and handed him my handwritten interpretation. The three of us were crying in laughter at my many mistakes. I learned a valuable lesson, trust the experts! With help, I did make the deadline and have this funny tale to share (and a really sweet silly memory of an incredible man).
I misunderstood many of the lyrics. There were references to places in Los Angeles I had never been to. Motorcycles I had never seen. Slang and jargon that I never heard. I should have saved the copy I wrote for posterity, but I have the emotional scars that will last a lifetime. Obviously translating English to English was not an easy task.
Today, music videos are mostly consumed via streaming media and most can be viewed as intended. I don’t have to worry about music video standards and practices anymore. However, these experiences can apply to today’s media and localization. Offensive and harmful content is viewed differently by outlet, locale, and individual. Translators and machine translation are required to review this content in all of the languages and markets they serve.
In “The Safety in Localization,” we explored the world of globalization moderation which is mostly observed in social media and user-generated content. Translating informal speech is applicable to all forms of media. Captioning, dubbing, and editing per market are quite complex and a great deal of expertise is required to bring media to audiences all over the world. Translators and interpreters need to not only be experts in language, but also in subject matter, culture, and jargon. What is acceptable in one location may be unacceptable or illegal in another.
Localization professionals are key partners in ensuring the intended message is intact and the user, customer, the audience are protected. That protection varies from company to company and to individual. With the many complexities of content and the variety of versioning required, it is no wonder that localization strategy is necessary to achieve successful globalization.
Want more crazy stories from my unique work history? Happy to share and continue my quest to promote the benefits of collaborating and learning from other industries and experiences.