Where Things Stand: Part 2, The Voiceover Industry in the Year of COVID

THOM: COVID-19 has brought about a reduction in TV narration auditions, as well as
putting a couple of series of mine on hold. Nature documentaries seem to be
immune to this, since usually, no people are on-camera, and videographers film in
sparsely populated areas. Also, I have voiced a few demo “pitches”, as companies
are trying to stay active creatively, to connect with networks. Docu-series which use
“re-creation” actors are on hold mostly at this point, as well as many reality series.

JMC:  What can talent be doing right now to prepare themselves for the post-pandemic voiceover industry?

THOM: I’m finding that ambitious voice actors are updating their websites, tracking new
demos, and connecting with coaches via Zoom- both privately and for group classes.
Not only do I encourage this type of work ethic, but talent are expressing how much
of a psychological lift they are experiencing by connecting with their colleagues.
With most of us hunkered down right now, such activities are a win-win. I would
advise narrators the same thing that my commercial director coaches are saying:
Careful of falling into the tender, compassionate Covid-19 delivery on every project.

JMC:  What long term changes can we expect in the way agencies operate as a result of the current crisis?

THOM: As far as long-term effects, I can’t imagine drastic changes in TV narration or
documentary work. However, my daughter, who is a theatrical casting assistant
says costs of shoots are going up due to safety precautions necessary. One docu-
series producer indicated that he’s playing around with developing a show that
would involve just the narrator, experts from their homes, and archival footage for
the project. He indicated we are all getting accustomed to interviews being done
from someone’s den with poor acoustics, and mediocre mic levels. So, is this going
to be the new norm? Let me gaze into my crystal ball…

Celia Siegel is a brand-builder, manager and success strategist for voiceover talent worldwide.

JMC:  How has the pandemic impacted branding strategy? What is the current state of play?

CELIA: The pandemic has sped up innovation and taken us to places that seemed impossible just six months ago. That is certainly true for brand strategy. And with this rapid change comes opportunities. Now (just as in every other economic downturn and time of fear in the world) is the time to double down on your brand strategy and on connecting with your target audience.

People are craving empathy, transparency and connection. No longer is it about you and your reps; it is about you as an individual. This is your moment to connect.

Your brand has always been about you and how you are different from your competition and what you can do for the buyer. In this uncertain post-COVID-19 world, double down on how you can be of service and you will be golden. What do you have with your awesome home studio, your impeccable responsiveness and your unique talent can be a game changer.

Voiceover trends are like a rollercoaster right now whiplashing from trust and empathy back to optimism and upbeat vibes. Keep it real and highlight your authentic self and you will be able to connect with the zeitgeist of our ever-changing world. Your written and visual brand needs to showcase how you can rock someone’s world and connect as a human.

If you can do one thing with your brand, humanize it. You are a human voice so this does not need to be hard! In the COVID-19 era, we have to put our best foot forward. There is no time for asking for people to figure you out. A concise brand that tells them who you are and how you can help them will see them — and you — through all the ups and downs.

JMC: What can talent be doing right now to prepare themselves for the post-pandemic voiceover industry?

CELIA: Quite simply, this is the time to build your business. Positioning your brand will help you not only weather the crisis but thrive. Take care of yourself, your brand, and your business plan. Forge relationships and be of service. Button up all aspects of your business. The vo world is competitive, and the way to stand out is to build your brand and your business in a way that lets others know you are solving problems and sharing your passion. Avoid the temptation of hopping on the latest bandwagon — the trends are changing so quickly that you will just get run over. Instead, dig in to what makes you the one and only you. It’s all about you as a real person. Since you are your product, you can’t go wrong with that.

JMC: What long-term changes can we expect in talent branding and the industry in general as a result of the current crisis?

CELIA: I have always been and will always be a silver-lining seeker. But even if you’re a bright-sider like me, there’s no denying that pandemic is serving up plenty of rough patches and taking a toll. I’ve seen this before, and I have good news based on my experience navigating many changes and ups and downs. When I look into my crystal ball, I see our industry pivot and grow stronger than ever. One of the biggest changes that’s already in motion is the global acceptance of and need for home studios. This change levels the playing field — making vo talent in major hubs just as accessible and relevant as those in far-flung places.

Branding-wise, you need to include your technology in your brand story and answer the call to connect more human to human. From here on out, your brand story is paramount to your success. Do not be afraid to avoid the safe middle and create a brand that tells your story and shows your passion. That is how you will not only survive post pandemic but also thrive by driving your career to the highest level. Tell your story and connect.