Beyond Nitro - Producing Nitro w/ Neal Pruitt [Article] (Patreon)

EPISODE 5: PRODUCING NITRO 
Neal Pruitt discusses WCW, the nWo, and some tricks of the production trade

A native of Leavittsburg, Ohio – a tiny crossroads town of some 2000 residents, about an hour east of Akron – Neal Pruitt was perhaps one of the more unlikely contributors to wrestling’s last ‘boom’ period. 

As a long-time feature producer for World Championship Wrestling (1990-2001), Pruitt cemented his place into wrestling lore in 1996, by virtue of his pioneering production work with the nWo. Famously, he even provided the signature line for an iconic aspect of WCW’s Monday Nitro broadcasts:

The following announcement has been paid for by the New World Order.

Pruitt recounted the circumstances surrounding the recording in the NITRO book:

“Craig [Leathers] said, ‘I’d like something different, something more modern than your typical pro wrestling announcer’,” remembers Pruitt. “He said, ‘what would you like it to sound like?’ I said, ‘well, there’s this dude (Keith Eubanks) on (alternative rock station) 99X in Atlanta, and every now and then, they throw his voice on the air’. 

Craig said, ‘well what does it sound like?’ 

I said, ‘it sounds like...(raspily) ninety...nine...x’. It’s real breathy and...I wouldn’t say emotionless but...it was just that voice - I don’t know how to describe it! 

So Craig said, ‘why don’t you do [the nWo voiceover]?’”

In concert with a talented team of other producers, many of Pruitt’s techniques – particularly as it relates to the nWo presentation – ultimately became hugely influential in the business. Therefore, for this month’s edition of Beyond Nitro, we asked Neal to share a few tricks of the production trade – and, in the process, take fans on a trip down memory lane. 

“This is a fun subject matter for me,” smiles Pruitt, 61, in an exclusive interview for Beyond Nitro. “I started out early in my career working with Jody Hamilton, and I always really appreciate all [the] knowledge that he poured into me.

“One of the main things I can tell you that Jody thought was so important – which I agree with…was the pacing of a show for the live audience. We never wanted to have anybody sitting on their hands waiting for the next [part of the show]. Jody was a stickler for that…as soon as one thing ended, the other one started [up].

“…Jody thought that was ultra crucial - and I felt the same way. We were there to entertain you the whole time you were there - not just part of the time. We didn't want you sitting around on your hands, waiting for something to happen.”

Early in his career, Pruitt also learned of the importance of audio in the production process, and he argues – although it may sound unrelated - that the quality of audio on a wrestling program tends to affect the visual experience for viewers at home. “Audio is so important with wrestling,” he explains, “because of the amount of punches that land, and the acrobatics it takes to actually do a good wrestling show. One thing I don't know that people realize…is that there are several microphones [typically] positioned - not only in the crowd to listen to the crowd reactions - but also on the ring itself to get those different slams and punches. 

“We recorded the audio from the announcers separately,” continues Pruitt. “I think some people don't realize that makes for better audio, because [you can then] dial up as much background noise…and the punches and the crowd and everything like that…to the excitement level that you want - but [still] be able to hear the voices of the announcers very clearly. 

“Also, announcers don't always say the exact things that they should say, [or] when they say them. [Sometimes], I would rearrange the audio [for a taped show], and I was able to do that because the sound in the background was a constant rumble. That [rumble of the crowd] was able to be a background for whatever the announcer said. 

“You [just] need to really pay attention to audio. In WCW, when we would hire people to go out on the road with us…oftentimes, we’d actually hire the best audio people before we’d hire the cameramen – believe it or not!”

With regard to audio, there has long been a rumor that WCW ‘piped in’ chants for Bill Goldberg during his entrance to the ring. 

So…fact or fiction? 

That would be fact – according to Pruitt. 

“You may have read about [that] in the book Nitro,” he says. “When Goldberg would come out, we’d have a Goldberg chant that we would actually put into the arena. People would hear, ‘Goldberg…Goldberg…,’ and they would go, ‘You know what? Hey, the [rest of the] crowd is doing it, so [I’ll do it too].’ 

“[But] take nothing away from Goldberg. He had a big fan base and was able to stir excitement [by himself]. Those Goldberg chants were not done because people [weren’t] liking him…[but] we took the liberty to use them.”  

Pruitt happens to be one of the featured contributors in an upcoming VICE TV series, Who Killed WCW? wherein his production expertise is highlighted. In one episode, for example, former WCW booker Kevin Sullivan names Pruitt as being integral to WCW’s early success in the Nitro era. “A lot of it had to do with just knowing the general gist of what[ever] they wanted to get across,” explains Pruitt of his success. “[For example], who [the wrestlers] are going against and what kind of match it was. Where did the past [come into play]…and where were they trying to get to eventually.

“We would kind of discuss that a little bit with the upper management, whether it be Eric Bischoff, Craig [Leathers], Keith Mitchell, whoever. [In the nWo days], we would get together with Hogan, Hall, Nash…and they kind of knew after having talked to Eric about what they needed to say.

“They would just kind of do a free for all really, for about 15 minutes, talking just different phrases and things they thought would be entertaining. Then it was our job to kind of figure out, ‘Okay, I liked how, say, Scott Hall said this…and how Hogan said that. But we need Kevin Nash to say this to bridge those two thoughts together. That was kind of the art of our part on how that all worked together.

“It [wasn’t always] perfectly thought out, but for a reason - they trusted us to get the visuals that we needed. They trusted the wrestlers to deliver the message that they needed, so we worked hand in hand very closely on that. There wasn't a whole lot of discussion though. It just kind of happens after you do it so many times.

“At the same time,” Pruitt recalls, “[we had] room for experimentation with the nWo…we'd have to go into a location, see what angles we could use, what table we could choose, what props we could use. You kind of had to be confident in your crew and confident in the people you worked with, because you kind of had to make a lot of stuff up on the spot. That was a fun part about my job and working with the great people that we had.”

After a while, Pruitt says, he and other members of the WCW production team – including Senior Editor Kemper Rogers – were able to effectively visualize the necessary ‘cuts’ for the black-and-white promos. “I know people…in the news business,” says Pruitt, “and they could hear the narration in their head…and edit while they were listening. That's kind of what you have to be good at, to know what story you want to tell.

“You [might say], ‘Here’s the obvious opener,’ and ‘Okay, I got that – that’s a closer. Now we need something for the middle, to kind of bridge two thoughts together. You’re listening intently…[and] that is a crucial skill that you need to develop.

“It comes from a lot of experience, and then working with people that were able to put together a story…[on that note], I think you have to study [storytelling] to get good at it. That's one thing I dedicated a lot of my time to do…is studying how people tell a good story. A lot of the people that I interacted with when I was a child told good stories, and I think I developed a lot of what I did through listening to them - and seeing what made people react a certain way.”

While many of the nWo segments instantly achieved legendary status, not everything captured on tape ultimately made air, Pruitt remembers, including a Christmas-themed angle shot at Diamond Dallas Page’s house. “Diamond Dallas Page is just a nut for Christmas,” he says. “His house…and the amount of lights he puts up…the ugly sweaters he has in the closet…he’s just a joyous person that likes to share [his love for] Christmas. Well, we all knew that, so when the nWo was hot, we decided to do a segment where we would videotape a party that Diamond Dallas was having – but not tell anybody [at the party] what was gonna happen! Unfortunately, the eggnog wasn’t just eggnog, and a little bit too much of the alcohol leaked into it…which [affected] the participants!

“At the party, I was to show up at a certain time and just wear a sweater like anybody else. I was to be a regular participant – until I got ‘the sign’. We didn’t have cell phones back then, which would have been great, ‘cos we could have got the shot [easily]. But we only had one camera, and I was running it.

“The plan was for Scott Hall to come into the party, and confront Dallas. [They would] kinda get into somewhat of a brawl in DDP’s living room. It sounded like a great idea, and it was – I was really excited to do it. I knew it was gonna be part of history.

“There were two [planned] spots. One was where the tree was gonna fall over, and another was where Scott Hall was gonna ‘coldcock’ Dallas. I said to Scott, ‘the most important part is…before you punch [DDP], I have got to spin around and see you do it. You have to wait for my camera to spin around and look in your direction’. Of course, you can probably tell what happened.

“That didn’t happen. I think we got a little bit of [them] wrestling at the beginning, but the pay-off punch – we didn’t get it at all. The push happened, and I was supposed to spin around [for] Scott to ‘jack jaw’ a little more and then punch Dallas. [Well], he punched him as soon as the first push was made, so [we] totally missed [the shot].

“We [got] the crowd reaction and all that, but it was useless. We didn’t even use it – this never aired! But that’s something that could have been cool, because the people were so shocked at the party. They didn’t know we were gonna do this – nobody did. [The only people that knew] were Dallas, Hall, Nash and me – that’s it. It [could have been] awesome, if it would’ve been shot the way it was supposed to.”

One of Pruitt’s favorite productions documented the visit of Randy Savage to Harvard University, a segment which ultimately aired on the March 5th, 1998 edition of WCW Thunder. “Macho Man Randy Savage,” marvels Pruitt, “was one of the greatest there ever was. I think he was one of the best characters in the wrestling business ever.

“[One time], he said [to me], ‘I trust you, man. I want some of your verbal [input]…you know…‘give me some verbiage!’ He was always wanting to hear lines that we thought might entertain the people and would be in his character. For him to use [those lines] and to hear them and see them come on the air while you're watching your package…[it was] really a great thing to understand that good communication brought that about. It was a whole lot of fun to see that somebody as good as [Randy] took ideas that you did to help them out and make their career [better].

“[In general], developing relationships with your talent and having them trust you is important. I think that makes them try harder on their end. It definitely makes [for] a better video when you're kind of on the same wavelength, I guess you might say. I think ‘Macho Man’ and I really had that. I think had a good relationship with Hogan. He would definitely do something you suggested. I think Eric was always willing to do what it took and he would [also] take suggestions and [implement] them. Eric knew that our best interest was his best interest, and that we wanted to make the best product we could.”

As the nWo storyline subsided, Pruitt watched in amazement as ‘Stone Cold’ Steve Austin became the WWF’s biggest star. “Can you ever believe,” laughs Pruitt, “that ‘Stone Cold’ wasn't always the most comfortable person in front of a camera? He was really wanting to be great in the business and we all knew he had skills. We knew he was going to be a superstar one day…but [at one point in WCW], he was a little bit apprehensive as far as looking into the camera…and feeling comfortable with it. 

“At the time, I believe he was acting as if he was the greatest professional athlete there ever was, [so] basically what I thought would help him was to tell him, ‘Look, these people that are in the audience, they don’t even deserve your gaze anyway. Don’t ever look in the camera – just look everywhere else’…after a while, [I knew he’d] get comfortable.

“Another thing Stone Cold did was…to get really great at what he did…was work with one of the best there ever was – Cactus Jack, Mankind, Dude Love – whatever you want to call him! He and Steve would ride together and they would not turn on the radio. All they would do is do promos – and they would do them continuously down the road. They would just say, ‘Okay – you got a match against such and such…on this date at this location. You’ve had this kind of feud…now go!’ 

“[So Steve] obviously became one of the best ever, and not because of what I told him! He did have a little stumbling stone there [though] for a little while…[and] it was great to have a hand in his career just a very little bit.”

Austin’s success typifies the importance of repetition, a value which Pruitt believes in strongly. “The people I got to work with,” he summarizes, “and the crews that we had were the best in the business. Those people got the way they got at their level because they did it over and over – passionately – and they really concentrated on what they were doing on a day-to-day basis. 

“It’s a lot of repetition to get really great audio, or really great video. It’s about doing it over and over…you have to work on it, just like anything else. 

“It takes practice and it takes dedication, and that's with anything in life. [In closing], I would advise anybody who wants to do something, do it over and over. Do it passionately, find people that have done it before you that are good…follow the way that they've done it, and ask for their advice.”

For more of Neal’s stories, check out his podcast – Neal Pruitt’s Secrets of WCW Nitro – and be sure to watch the new WCW series on VICE, Who Killed WCW? 

The four-part docuseries – which features Neal throughout – premieres at 10pm EST on June 4th.