J. Michael Collins

Graeme Spicer Joins This Week in VO with J. Michael Collins with a New News Segment

I’m thrilled to announce that This Week in VO with J. Michael Collins is bringing Graeme Spicer onto the team with an industry-first weekly news segment within the podcast.

Starting with Episode 23, which will be released this week, Graeme will bring a short roundup of the latest happenings in the world of professional voiceover, covering all aspects of our industry. Keep up to date on the stories that are making headlines in our community with this concise weekly digest, brought to you by one of our industry’s most trusted talent journalists.

Also, in the interest of ensuring that This Week in VO is in fact a weekly podcast, Graeme will fill in for me from time to time as host, stepping in when my travels or work schedule makes it impossible to host a segment that week.

More About Graeme Spicer

Graeme Spicer is not just a successful voice actor with more than two decades of experience, he is also one of the industry’s most respected moderators, interviewers, and investigators. Graeme has made his name synonymous with ethics and integrity, holding the powerful in our industry accountable and exposing abuses among those who profit from the work we do. Graeme is a frequent leader or speaker on conference and webinar panels about ethics, online casting, business, and issues facing the voiceover business.

I’m excited to add his voice to This Week in VO!

How the Metaverse will Change E-Learning

by J. Michael Collins Leave a Comment

The metaverse.

Depending on your perspective, it is either the next revolution in human interaction, or a Mark Zuckerberg fever dream likely to amount to nothing more than a fistful of Shiba Inu Coin. Nevertheless, serious corporations, with serious money, are getting on the bandwagon. Facebook and Microsoft are early leaders, but the metaverse has piqued the interest of retail brands, gaming businesses, and now academic institutions are starting to take notice. (https://theconversation.com/facebook-the-metaverse-and-the-monetisation-of-higher-education-171036)

If you’re a voice actor who works in E-Learning, you’ll already have noticed the trend towards gamified, interactive, and personality-driven content. While there is still quite a lot of old-school formal E-Learning narration out there, the shift towards more creative content is impossible to ignore.

The advent of the metaverse will only accelerate this trend. Imagine an academic E-Learning program in which students come to a virtual classroom or auditorium, and you’re the professor. Except you’ve pre-recorded the core material, and hundreds of possible responses to student questions and interactions which will be delivered responsively in real time by AI. Or training narration for surgeons where you walk them through a fully-immersed simulation of an operation, with your character wearing the skin of a senior colleague. Even something as boring as corporate onboarding may take pace in the metaverse in the future, with a smart-alec trainer voiced by an actor trying to keep it real with the new hires.

If you’re worried that AI will take some of these jobs, well, it will. But probably fewer than you think. Why? Character-driven content requires acting, and at its best AI can only hope to be as good as we are, never better. Low budget projects will migrate towards AI, but major brands and institutions that are less cost-sensitive will want the quality that only a real VO can provide.

What does this all mean for voice actors who play or want to play in E-Learning? Like so much else in VO, it’s time to sharpen your acting skills. If the metaverse truly takes off, E-Learning will start to resemble commercial, animation, video game, and other genres that have gone considerably more conversational. The days of “click next to move to the next slide,” might finally be numbered.

Are you ready?

Predictions for 2022

by J. Michael Collins 12 Comments

In an annual act of self-immolation guaranteed to make me look like a moron, it’s time for predictions for 2022, both for the VO industry and the world at large.

Behold…..

INDUSTRY: Everyone will continue to panic about AI yet will be shocked at year’s end when most working talent have earned more than the year before.

THE WORLD: Sports prognosticators will have mouths agape as the Cincinnati Bengals upset the Green Bay Packers in the Super Bowl.

INDUSTRY: VO Atlanta will kick off a rocking 2022 full of live, in-person voiceover conferences that will fuel good spirits and revived friendships throughout the year.

THE WORLD: The rapid spread of Omicron will herald a clearer-than-expected end to the pandemic, and by the end of March the world will look a lot more like 2019 than anyone would have expected.

INDUSTRY: Commercials will become more and more geo-targeted, with different VOs attached to the same copy in different regions becoming more common.

THE WORLD: The expected party summer of 2021 will actually happen in 2022, leading to a short but intense economic boom. Travel stocks will soar starting in February.

INDUSTRY: More and more VOs will see the light that snark and conflict on social media isn’t a good look, regardless of who is right.

THE WORLD: Despite saber-rattling and skirmishes, neither the Ukraine nor Taiwan will be invaded in 2022.

INDUSTRY: 2022 will be the year of the anti-trend in casting…..with casting specs finding a happy medium between reads that have been trending hard for the last two years and more classical approaches.

THE WORLD: The Democratic Party will lose the House but retain the Senate.

INDUSTRY: There will be two or more dramatic mergers or acquisitions in the agency and management world.

THE WORLD: Emmanuel Macron will unexpectedly lose the French Presidency.

INDUSTRY: Jenn Henry will wear a tiara in public at a major industry event.

THE WORLD: Will take a deep breath and remember that we have more in common as human beings than we do things to fight over.

Here’s to a happy and successful 2022 for all of you!

The Shifting Standards of Voiceover Demos

by J. Michael Collins Leave a Comment

Recently I had the chance to be a part of two fantastic conference-driven discussions centering around voiceover demo production. The first was a live demo review at the Mid-Atlantic Voiceover Conference, MAVO, which I hosted with long-time CESD animation mega-agent Pat Brady. A week later, I joined world-class demo producers Chuck Duran and Cliff Zellman, casting directors Mary Lynn Wissner and Donna Grillo, and industry mavens Joan Baker and Marc Guss for a special That’s Voiceover edition of their popular weekly podcast The State of VO. These two sessions reinforced many of the trends and standards in voiceover demos I’ve been seeing and speaking about recently. Here were some of the big takeaways:

What’s NOT Changing:

The classic demo concept remains king and that is not changing anytime soon. Gatekeepers and many buyers want to hear a full compilation reel that shows range within what the market wants ad what you do well, that is thoughtfully scripted, directed, and produced, and that demonstrates what you will sound like over national level production.

The production balance remains important. Pat reacted poorly to demos that were both underproduced AND overproduced. There’s a fine line that allows the voice actor to shine while still demonstrating elite production.

Your natural voice is the priority. For several years now the orthodoxy has been to lead a demo with an authentic, natural, conversational read that sound like, well, YOU! This remains a best practice.

A bad first impression can still be a killer. Make sure you are ready before you do your demo. And make sure you understand what level you are ready to play at. A VO who is ready to book consistently on P2P sites deserves to get the best demos they can have, but that doesn’t necessarily mean they are ready to submit to a top-5 agency. Make sure you have this conversation with your coaches and producer!

What IS Changing in the Standards of Voiceover Demos:

Length of spots. Mary Lynn mentioned a clear trend among buyers towards asking for longer spots in reels in order to hear talent tell and sustain a story. This has long been the standard for non-broadcast narration, but commercial buyers are now moving in the same direction. It was even suggested that in the future commercial demos may drop to as few as four spots to accommodate this trend. Having some quick-hitters is great, but if your commercial demo doesn’t have at least one or two pieces between 15 and 30 seconds you may be falling behind.

Length of demos. The myth that your commercial demo should be exactly one minute long is just that. A myth. There are a vocal minority who prefer this format, but they are a minority, and any good producer can whip up a 60-second version of your demo if requested by a particularly picky gatekeeper. Commercial demos, in part because of the trend towards longer spots, will be getting longer. Pat Brady said a minute twenty was her limit. The State of VO panel came in around a consensus of 90 seconds. Either way, you have more room to showcase your skills with these standards. Meanwhile, non-broadcast narration demos continue to hit around 90 seconds on average, while TV Narration/Documentary reels, Promo, and Video Game and Animation can start sneaking closer to two minutes before you get in trouble. In the era of VoiceZam and other easily-accessible players that can separate demo tracks, there’s no need to set aggressive boundaries on demo length anymore, (though anything over two minutes can definitely start to get a little excessive.)

The dawn of the single-spot as a demo. Mostly an online casting site trend linked to search, the concept of having numerous single spot demos featuring 20-30 second reads that stand alone to demonstrate various deliveries, (frequently accents, impressions, etc…,) is a growing trend. Most producers offer single-spot production for far less than a full demo, and this can also be a better format for highlighting actual booked work than having it on your primary reels.

Conclusions:

Voiceover demos are an evolving art. Rarely is change in this area dramatic or revolutionary…..but staying on top of trends is critical to remaining competitive. We’ll see what the new year and beyond will bring, but this is a taste of what’s to come.

Is The Voiceover Industry Really Oversaturated?

by J. Michael Collins Leave a Comment

Feels crowded out there, doesn’t it.

In an age where work-from-home has become the rule instead of the exception, where we are experiencing the Great Resignation of people from jobs that treat and pay them poorly, and where on-camera and theater actors went more than a year without consistent work, the voiceover industry seems like the refuge of choice for many looking for a new source of income. Heck, even John McEnroe has gotten in on the trend….kind of.

With voiceover schools and coaches popping up like cicadas after a two-decade slumber, new aspirants are flooding into the field like never before.

By definition, that means there’s less pie for those who are already in the game, right? And those newbies? Good luck!

Well, there’s no doubt that the industry is as competitive as ever, but like with most things in life, there’s more to the story than a simple equation of more people equals less opportunity.

Voiceover is not taxi-driving. With respect to the folks at your local yellow cab company, anyone can learn how to drive and become familiar with their surroundings. With GPS, that last part doesn’t really even matter much anymore, does it? Driving a taxi is honest and hard work, but what it doesn’t require is inherent talent. A spark of creative genius and an actor’s soul is hardly a necessity. Voiceover, however, is a much different beast.

I’d guess that there are probably several hundred thousand people in North America calling themselves voice actors. Sounds like it would be pretty hard to stand out, right? But how many of these people are actually working? Chances are it’s no more than ten thousand, and out of those, maybe only a thousand or two earning anything that looks like a decent living. Indeed, it’s no surprise that when we hear major TV commercials, listen to great storytelling on documentaries, watch our favorite cartoons or play our favorite video games, the voices we are hearing are often the same few dozen people that many of us in the industry have come to know quite well over the years.

This isn’t because it’s a closed club or an old-boy network…..it is because talent and determination rise to the top.

The bottom line is that there are more people trying to do this job than ever before, but in reality it’s one in fifty or fewer that have the requisite skill to make it happen, and of those only one in five who have the business acumen to fulfill their potential. In some ways it’s like the professional poker craze of 15-20 years ago. Millions tried their hand at it, but watch the World Series of Poker and guess what, it’s still the same few dozen sharks and a handful of rising stars at the final tables.

In voiceover, what was true five years ago, ten years ago, and fifteen year ago remains true today: If you have the talent, the drive, the technical savvy and the business sense to make a go of a voiceover career, you may not get rich, but chances are you won’t go hungry either. Phil Ivey isn’t worried about the other people at the table. He’s gonna play his hand, and most of the time, he’s gonna win.

How to Adapt Your Demo Game for Industry Trends in 2022

by J. Michael Collins Leave a Comment

Can you believe we are already approaching the start of 2022? If it seems like the past ten months have been a bit of a blur to you, you’re not the only one! Now, it’s time to look with clear eyes towards the next year of our careers, and anticipate the shifts and changes that may be coming down the road. For example, how to adapt your demo game for 2022 trends.

Part of my job as a demo producer is to stay on top of trends in all of the genres JMC Demos produces for. It’s not an easy task, but with access to commercial and other broadcast copy months in advance of intended air dates through numerous agents/production companies/ad agencies, and a deep roster of non-broadcast narration clients sending scripts every day, I take pride in being able to create demos not just for what the market wants right this minute, but for what will be trending months down the line.

What changes can we expect in 2022?

BROADCAST GENRES

Commercial reels will still need to feature the somewhat offbeat and quirky humor that has dominated since the start of the pandemic. If there is a post-pandemic pivot back to sunny and silly, that isn’t showing up in copy yet. Moreover, the Delta variant delayed the expected dominance of powerful reopening reads, and has prolonged the life of somewhat more emotional pieces using warmth and proximity. With so much still in flux, commercial seems fairly status quo at the moment, with a continuing trend towards shorter, impactful pieces. Reads that showcase perseverance and earnest everyday grit are trending, and BIPOC voices will continue to be more prevalent, especially in commercial content that is targeting younger demographics.

Political Commercials are starting to heat up once again after seeing a brief decline in volume after the 2020 election. The initial post-inauguration calm and new-president honeymoon has given way to the vitriol that has become an all-too-unfortunate mainstay of American politics. Though bad news for society, it does mean that the off-season for political commercial VO was shorter than expected, and we are already getting close to election-year numbers once again. 2022 promises to be the most hotly contested mid-term election in recent memory, and both parties are poised to drop unprecedented cash into political ads, and thereby political VO as well. In 2022 you don’t necessarily have to choose a side as a VO, but your demos do. Whether you play for one team or both, current, hard-hitting reels that are geared towards relevant issues and races will win the day. And, sadly, buyers on both the left and the right continue to tell me one thing over and over….”We need to hear that they can go negative.” In 2022, moderate, gentle political demos won’t get you very far.

Documentary & TV Narration is one of the industry’s more static genres when it comes to your demo reels. Trends continue more conversational and believable, but there is still a fairly strong gap between the sounds buyers want for traditional documentaries and those they are looking for when it comes to reality TV and in-show content. Demos in this genre don’t need a massive overhaul, but if you are specifically targeting classic documentaries, or specifically targeting reality TV/more conversational & modern programs, the trend going forward is likely to involve more targeted demos for each.

Promo and TV Affiliate continues to go more conversational, more BIPOC, and younger, though there’s still plenty of work for traditional voices. While traditional network promo remains glamorous, more and more of this work involves streaming content and other new media. As always, the most important thing is that the content on your promo demo is current. Shows that have been off the air for more than a year, or topics that are dated, generally need updating.

Radio Imaging, like promo, is moving younger, more conversational, and more diverse. With numerous formats, however, it remains open to classic sounds as well, especially when paired with unexpectedly current content. A recent trend has been using counter-intuitive voices……older voices over humorous content based around pop culture, etc…. and humor overall remains hot. Radio Imaging can be a tough nut to crack, but once in the door the work can be very steady.

Animation & Gaming reels continue to require more acting chops and fewer funny voices. The trend across both genres is story-based, showing that you can sustain characters and completely inhabit them. Hackneyed stereotypes are out, and authenticity is the watchword. This will only continue in 2022. Video game work in particular is exploding, and with more and more agents of all types sending out castings every day, your reels need to be on point to get their attention.

Corporate Narration has moved away from the hard sell in most cases, and like many other genres is demanding that the voice actor demonstrate more connection with the copy. Corporate and industrials are unlikely to ever trend as young as other genres, but the late-20s/early 30s read is hot, and sincerity is key. One fun trend is the loosening-up of corporate culture to embrace more play in copy, and even an occasional bit of edgy humor. While one has to be careful and stay on-brand, dropping a read with some light shock value on your corporate demo is likely to get you more wins in 2022.

Explainers pioneered the conversational read in many ways during the early part of this century, and as such have been somewhat less subject to change than other genres. In 2022 you’ll see more explainers using live action, as the cliched whiteboard and stickman animation has started to fade. Cartoon and 3D/CGI animation will continue to be in heavy rotation, so explainers are unlikely to lose their frequently playful nature anytime soon.

E-Learning also continues to evolve into less-starchy places. While lots of E-Learning is still very classical in sound and structure, the trend is towards voices that are somewhat more whimsical or cheeky, while still maintaining professionalism. More and more companies are taking chances with edgy content, especially for new hire and onboarding content, and there is also a distinct trend towards shorter modules and more scenario-based, gamified, and role-playing content. More than ever, the E-Learning space will require acting chops in 2022, and your demo will need to reflect that.

Medical Narration has exploded since the start of the pandemic, possibly tripling in volume based on anecdotal evidence. Those who can handle even moderately complex terminology have the benefit of a tremendous supply/demand advantage in this genre. Medical Narration reels are a recent art, and generally include an empathetic read, a more corporate read with some promotional overtones, an educational read, a highly technical read, and a role-playing or gamified read.

Movie Trailer reels continue to demand the same range of classic power reads and newer brighter reads, however the really hot segment of trailer is Video Game Trailer, which has similarities to movie trailer but trends younger and more emotionally involved. Video Game Trailers were one of 2021’s hottest genres, and promise the same for 2022.

OTHER TRENDS worth being aware of include the move to require more individual samples on casting sites, and the continuing emphasis from agents on the need to be competitive in multiple genres.

For sites like Voice123, having short samples of your entire range of reads is becoming more and more important. Your traditional reels are still valuable on these platforms, especially when you are being reviewed by classic industry types from ad agencies and production companies who expect full demos. That said, many younger people who are casting today search online for very specific samples, “Fun and friendly,” “Morgan Freeman,” “Trailer voice,” etc…., and only listen to the samples related to those styles. Most demo producers will be happy to offer you single-spot rates to create fully-produced individual samples, at far less cost than a full demo.

On the other hand, more and more agents are saying during their public appearances that they want multi-tool players. These days, you need to have demos demonstrating proficiency in at least two major genres, preferably three or more, in order to get traction with top agencies. In 2022, a commercial demo by itself is not going to get the job done when seeking representation. Be ready, and don’t come light.

On behalf of myself, A.J. McKay, and the entire JMC Demos team, here’s wishing you a spectacular end to the year and start to the next as you pursue your VO goals!

J. Michael Collins

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