Voiceover Industry

The Good, The Bad, and The Ugly of Facebook VO Groups

Call me old school, but I like Facebook. While I’m active on many social media platforms, for me, Facebook is where I find a thriving community of colleagues and friends in voice over. And with the advent of Facebook groups, it’s never been easier to find your tribe. But like with a lot of things in life, you gotta take the good with the bad and Facebook groups are both, with some ugly sprinkled on top. Let’s start with the good stuff. There are many Facebook VO groups dedicated to performance and marketing for just about every genre, geography, or gear associated with voice over.

There is an incredible amount of opportunity to interact with your colleagues in this industry to get advice, commiserate, celebrate and just have some fun with like minded people. And as we all still navigate a global pandemic, this has proved invaluable as isolation looms large, and in-person interactions with humans outside our immediate bubble are still extremely limited.

A lot of these groups are curated by professionals with track records of success. Newer voice actors have been able to navigate their burgeoning entrepreneurial adventures because of the generosity of people they’ve only ever “met” on Facebook, and that is truly incredible. If you’re looking for a group of people to help or cheer you on – you’d be hard pressed to find this amount of genuinely caring colleagues elsewhere.

The “bad” of Facebook groups is really more of a caution that while these forums for community can be wonderful, they can also become somewhat of an echo chamber and time suck. Pay attention to how much time you spend interacting with other voice actors in comparison to how much time you spend interacting with potential buyers. Having a place to hang out online is great, but unless your peers are also casting, it’s not going to lead to as much work as marketing your business will.

What about the “ugly?” Perhaps it’s the level of removal that is native to virtual exchanges that leads some down this path, but there is absolutely ZERO upside to participating in the snark, backbiting, and character assassination that frequently appears in posts and comments in Facebook VO groups. Frankly, engaging in any dialogue that is particularly acrimonious in these public forums will have a longer life than you may intend. Let me say it again. There. Is. No. Upside. To. You.

I respect that people have strongly held opinions or feel passionate about various subjects. But be careful when sharing them in public places, and pay special attention to remaining respectful in your interactions. If you don’t, you may ultimately lose work because of it. People will form an impression of you based on your online persona that may not be who you think you are in real life. Even if you’re right in your argument, if you come across as a contentious ass looking for any reason to start a fight or project constant negativity, no one will want to deal with you. Cynicism has its uses, but it’s not a very attractive personality trait.

The internet has a very long memory and impressions matter. Is your online persona reflective of how you want to be viewed by colleagues and potential clients?

Video Game Trailers Are The New Movie Trailers – Are You Prepared To Compete?

by J. Michael Collins 1 Comment

As movie trailers go the way of more production and less voice, there’s a new trend in gaming that holds a lot of promise for voice over actors who love trailers. Gameplay and cinematic trailers – produced by video game developers and publishers in order to demonstrate an upcoming or recently released game – are a really hot and exciting part of the market that continues to grow. They are mostly created before a game release so potential players can whet their appetites before they can play the game for themselves. And if you’re prepared to compete, video game trailers are a genre you may want to sink your teeth into.

The video game industry has a steadily growing audience who believes they get more value for their money buying games compared to DVDs, movie tickets, and music. In fact, the gaming industry globally is estimated to be worth around $159.3 Billion as of 2020. A 9%+ increase from 2019. Over 4 Billion of that is in the US, while the largest growth is seen in Latin American and Asia-Pacific countries, adding opportunities for bilingual talent. Moreover, due to the pandemic, this sector is primed for even more exponential growth as younger consumers find themselves ever more attached to at-home entertainment….a trend that will likely continue even when things return to normal.

Traditionally, video game advertising has mostly focused on print, or in some cases digital displays. But within the past decade and certainly more within the past few years, video game creators have begun releasing both cinematic and gameplay trailers and expanding the scope of their marketing to include social media.

While it is sometimes true that actors who are cast in the game will voice the trailer, that isn’t always the case, and there is a real opportunity for VOs in this growing market. So you’ll want to be prepared. Although the primary purpose of video game trailers has been to build hype and drive sales, the trend is for them to be stand-alone short pieces of cinematic art. In fact, some game trailers can easily be mistaken for movie trailers for their scale and stunning visuals. This means the voice over needs to be part game actor, part promo actor, part trailer voice seasoned with perhaps a dash of old school announcer occasionally. It’s not an easy combo to perfect.

If you’re not a gamer, you’re going to want to spend some time on YouTube where video game trailers abound to get a feel for what is being produced.

Ultimately, game trailers may well be the new movie trailer in terms of prominence and high-profile production values. If you are a traditional trailer or promo player, or a newer talent who has an edgy voice that can cut through the mix, it’s an on-trend genre worth checking out!

The Responsibility Of A Recommendation

by J. Michael Collins 3 Comments

I’ve said it many times before, the voice over industry is a giving industry. For a competitive performing arts profession, it is rarely cut-throat (happily) and most colleagues are genuinely supportive of each other’s success. This support shows itself in Facebook groups where voice over actors respond to questions or posts and offer their experiences and expertise solely to help those who come up after them benefit from what they’ve learned. It shows itself in the outpouring of care when fellow actors are ill or hurting. And it shows itself in a way that few other industries do – in a voiceover recommendation.

Now, plenty of professionals make recommendations. For instance, doctors recommend other doctors when a specialty is needed. But generally, you don’t see people saying to their doctor “you are great and I want to keep using you, but for this checkup, I need a different doctor to do exactly what you do, know anyone?” Yet many voice over actors are willing and eager to recommend other voice actors to their clients for work that often they themselves would be an exact fit to do. Sometimes they post auditions or calls for demos for jobs that they then help their clients cast, and sometimes they just tell their clients about you without your immediate knowledge and then present you with an opportunity to work. I’ve both been recommended and have done a fair share of recommending others myself over the years.

No matter how a voiceover recommendation comes about when you are endorsed by your colleagues, you have a responsibility. How you handle the responsibility can be the difference between being regularly recommended and never being recommended again.

First, be a good human. This should go without saying, but it’s always a nice reminder. Be honest, be humble, be kind.

Then, recognize that a colleague directly recommending you to a client is a huge shortcut over a substantial amount of hurdles. You didn’t have to market to that client, you didn’t have to beat out hundreds on a pay to play site for the opportunity, and you benefit substantially from the endorsement you’re receiving from your colleague. Even if you’re one of a small number of options being presented, this is a massive jump to the front of the line and should be considered as such.

So if you’re responding to an audition post, pay close attention to what you’re being asked to submit back to your colleague – file names, what your email subject should say, where you should send your information. Read it twice. Then read it again. Do not make your colleague do extra work to help you get the job.

Once you’ve booked the job, be an extreme professional. Go above and beyond. Pay close attention to client requests, communicate clearly, be prepared, show up on time ready to work, be responsive and helpful, follow through on deadlines and deliverables. Make sure that the client, the one you didn’t have to work hard (or at all) to get hired by, comes away from the experience happy.

This will not only reflect well on you, it will reflect well on the colleague who recommended you and make THEM look good to their client. After all, it isn’t just your reputation on the line in these settings, it’s theirs as well. You have to live up to the trust the client placed in your colleague’s ability to discern talent AND professionalism. They endorsed you with a voiceover recommendation, don’t make them look dumb for doing so. And when the job is done, don’t forget to thank them for recommending you and your business.

This prescription for professional behavior may seem obvious – but you’d be surprised how many voice actors fail to do many (or even most) of these actions. Whether they realize it or not, they’ve immediately lost the opportunity to be recommended in the future. Don’t be like them.

Coping with Loss as a Community

by J. Michael Collins 3 Comments

We’ve been through a lot in the last year. The voiceover community is one that thrives on close connections, which until 2020 had always included a regular in-person element. The loss of that alone, however temporary, was a shock. Like much of society, our rituals were disrupted. Our traditions were put on hold.

Unlike so many other sectors, however, while we felt this new normal acutely, we found ways to hold on to our togetherness….through social media, Zoom calls, online conferences, and personal chats in private. We made do.

And now, just days into this new year that holds so much hope, we’re grieving in a new way.

Brad Venable was a colleague and a friend. I wasn’t nearly as close with him as many of his nearby LA friends, but our encounters over the years left me glad to know him. At conferences, industry events, and just casual social gatherings, he was always the same guy. Quick with a smile, a friendly word, an arm around your back. And it was genuine. No eyes darting across the room looking for the next person to network with. Brad was always focused on the person right there in front of him, and when you had his attention, you had his full attention.

Maybe my favorite personal story about Brad is from the Voice Arts Awards a couple of years ago in LA. I had expended quite a bit of effort making sure my tux looked just right, free of any dust or wrinkles, shoes polished, lucky cuff-links meticulously fastened. Anna and I ran into Brad on our way to get pictures taken on the red carpet. Brad didn’t have a tux. He rocked up to the industry’s marquee event in a stylish t-shirt, chill as could be. And the thing was…..he pulled it off. Because he was Brad. No pretension. No airs. And completely comfortable that he would be accepted for who he was, the way he accepted others for who they were.

How do we deal with losing someone like Brad? How do we deal with everything that we have lost in this last awful year?

That answer is probably different for each of us on an individual level. As a voiceover community, we remember, we celebrate life……the good moments….the great memories. And we hurt….there’s no shame in taking time to process the pain and mourn. We support each other. And we appreciate the preciousness of each moment….of the small things we so often overlook.

Me? I’ll take inspiration from Brad Venable. If there’s one thing the outpouring of love for him in the wake of his passing makes abundantly clear, I think it is that each and every one of us should look at ourselves, and our own lives, and ask what we can do, what things we should maybe change, so that we may too leave such a profound mark on the people we have touched.

Rest in peace, Brad. The voiceover community is poorer without you.

The Art of the Humble Brag – How to Celebrate Business Wins Without Being Obnoxious

by J. Michael Collins 4 Comments

We’ve all seen and read and perhaps even posted about our voice over business wins on Facebook and other social media. And regularly the community responds with celebratory comments and support because this industry is chock-full of colleagues who truly cheer each other on and are happy when they see others doing well. It’s a big part of the unique charm of our industry.

There is nothing particularly wrong with this practice of announcing voice over successes – it is common for brands to celebrate wins in press releases, product launches, town halls, etc. One could argue that even commercials let the world know about how well a business is doing. In an industry where the only product to sell is something as intangible and subjective as an actor’s performance, letting people know that you’re hired regularly and by well-known brands isn’t a bad bit of marketing.

I would suggest, however, that there is an art to this “humble bragging” and that there’s a line where being a little self-congratulatory becomes obnoxious. You should know the difference.

First and foremost, as with anything you’re going to put out there online, consider the WHY first. Are you excited about a cool new job and want to share in the celebration with your friends and colleagues in voice over? Not a problem! Many voice over groups offer opportunities for members to do that, in specific “Let’s all celebrate ourselves and each other” threads where “look at this awesome thing I did” is expected, not shunned.

But if you’re attempting to attract new business and post as a part of your voice over social media marketing, keep in mind that your friends and colleagues are not your main audience. Sure, referrals happen from other actors, but that is based less on how often you post about your triumphs and more on who you are as a human being. The much larger intended audience is the advertising executive, video producer, elearning creator, gaming company, audiobook publisher, etc. who is looking at your social profiles to assess whether or not you’d be a good partner for their project. And if you’re offering coaching services, your potential new students may be trying to get a sense of who you are before handing over their hard-earned money to work with you.

Make no mistake, the casting world is changing and companies are starting to go directly to websites and social media profiles to find talent. We’ve all seen auditions where social media following is a question, but I would suggest that how you comment about projects on social media is as important as how many people see it. First and foremost, are you posting about projects covered by NDAs before you have permission to do so? Even vague-booking about a “project that is so cool, but I can’t tell you anything about it”, right after finishing said project, may make the creatives you just finished working with very nervous that you will violate their NDA. Anxiety is never the feeling you want them to walk away with.

When you post, is it more about YOU, or more about the brand you’re voicing for? Pay attention to how many times you use the words “I”, “me” or “my” in your posts. Try to keep your posts focused on the client. Celebrate them in addition to yourself. Yes, you’re marketing your business and letting buyers know that you work with other top brands, on large e-learning, gaming or animation projects, etc. But if you barely mention the client and spend a great deal of time talking about how happy they were to work with you or what compliments they may have given you, you’re letting them (and future brands) know that in your mind, YOU are the key element, instead of their product, service, educational offering or entertainment project.

Additionally, if you’re hanging out a shingle to coach others in this industry, try to read your posts with your new students in mind. Sure, you want them to know that you have the credentials and the experience to help them in their pursuits, but posts that focus solely on how great you are can also signal to new students that any session will clearly be more about you and proving your greatness, rather than improving their talents or business wins.

Look, celebrating your accomplishments is a good thing. Being proud of the work you do and the clients you get to do it for is a big reason why most of us are here. Everything on social media leaves an impression. So find ways to post your wins that will make your current and future clients excited to work with you on their next project.

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

by J. Michael Collins 4 Comments

A few weeks ago we heard from some of the leading minds on how their areas of the voiceover industry have fared during this difficult year for the world. Today, this blog series concludes with insights from a new set of VO movers and shakers, including power agent Portia Scott of the Coast to Coast Talent Group, TV Narration star Thom Pinto, and talent manager/branding expert Celia Siegel.

Portia Scott is currently The Director of Voiceover at Coast to Coast Talent Group. She runs the division with a great staff representing adult and youth talent in all areas of voiceover. Portia’s clients have booked hundreds of broadcast TV & Radio Commercials and several National Campaigns
such as Wells Fargo, Wendy’s, and T-Mobile to name a few. Her talent can been found as series regulars on Disney TV Animation, Nickelodeon, Cartoon Network, Dreamworks TV and Feature Animation, and a plethora of Animated Feature Films.

JMC: How has the pandemic impacted talent agents?

PORTIA: The pandemic has impacted talent agents to mostly work from home with all of the tools from the office set-up at home.

Thus, actors need to have their home studio set up with all of the details available to their agent, so the agents can submit to the buyers as needed, a spreadsheet of talent home studio set-up equipment, etc.
Agents’ workload has doubled at home, in some cases without assistance, as many assistants and booth directors have been furloughed, so the actors must be prepared with their skill set, home studio, and ability to record not just the audition but record the job in their home studio with broadcast quality.JMC: What is the current state of play?PORTIA: Current state of play is being available and well-tuned for the opportunities that are coming forth and staying relevant and contemporary in this climate. There are limited studio openings that are SAG AFTRA COVID 19 approved, so when sending talent to record outside of their home studio this is a requirement to protect everyone’s safety.JMC: What can talent be doing right now to prepare themselves for the post-pandemic voiceover industry?PORTIA: Ways to stay relevant and prepared in this post-pandemic voiceover world; first please don’t wait for auditions to work out your

craft and skill set, keep training, and workout daily. Your craft is a muscle and must stay exercised, get into workout groups, classes etc, if finance is an issue don’t let that stop you, grab a couple of VO friends and set-up your own workout on zoom, read material and give constructive criticism. Make sure you have source connect or a software that allows you to record your jobs from home, this is essential. Make sure your equipment is as competitive as you can afford. We are now in a place where the quality of your audio is as important as your acting. Watch as much content as you can,i.e. commercials, video games, animation TV & feature so you can stay relevant on-trend.

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

PORTIA: Long term in which agencies will be working as a result of the crisis, may differ based on a multitude of reasons. However, I think the common denominator will be able to service the buyers with solid talent who can produce content from their home studio. I suppose at some point there should be an additional fee paid to talent for their home studio engineering…

Thom Pinto’s busy career as a documentary and reality series narrator spans more
than two decades. He’s currently heard on “Charles Manson” for the History
Channel, “The Twilight Zone” for CBS All Access, “Crazy Monsters” for Smithsonian,
and the upcoming nature documentary “America’s Arctic”. He has been coaching
working talent across the country, with his primary focus in the last decade being
the world of TV narration.JMC: How has the pandemic impacted the TV Narration marketplace?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 crave empathy, transparency, and connection. It is no longer about you and your reps but 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 do 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.

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