The Art of Voice Acting: the art and business of performing for voice over (37 page)

The new media and social networking landscapes are thriving and continue to grow unabated. The World Wide Web is a vast ocean overflowing with new media content, and never before has there been such a quantity and diversity of available media content.

The current state of new media, as it is with all things tech, is very fluid and dynamic, with changes occurring on a daily basis. There is now an unstoppable metamorphosis and merging of new and traditional media. Advancing technologies and shifting socio-economic trends continue to drive an ongoing evolution of the new media genre, resulting in one new phenomenon after another, keeping new media, and technology in general, in a constant state of progress and flux.

Every week, new services and companies arrive on the Web 2.0 scene. In fact, the term Web 2.0 is being replaced by Web 3.0, which is a moniker for a yet far-more powerful and mobile interactive web that allows for anyone to live a totally interactive online life anywhere and at any time.

A key factor that continues to drive the growth and vitality of new media content is the interactivity that now exists, enabled by a Web 2.0 and 3.0 Internet. Unlike radio, television, magazines and newspapers, online content offers real-time consumer interaction, allowing listeners and viewers to interact with, manipulate and even customize media content, which was simply not possible in decades past. For years now, it’s been common for blogs and other sites (called wikis) to allow content to be commented on or edited by visitors of the site on an ongoing basis. This interactivity gives today’s online content a fluidity and life of its own, maintaining or, in some
cases, even increasing its relevance with time. This level of interaction adds significant value to the content and engages the consumer to a far greater degree than traditional media could or did.

In the middle of the last century, there were three television networks and a few local television stations competing for audiences in each broadcast market. Today, there are hundreds of channels of cable and satellite television programming and countless thousands of websites offering online video programming. Podcasts and other forms of new media content have been added to the mix over the last decade, resulting in a dazzling array of content that is now available 24 hours a day. The content available is massive, and unprecedented.

Creators of content now face a degree of competition for the eyes, ears, hearts and minds of consumers that is much greater than in the past. Attaining a measurable audience for content today is challenging, and building a “significant market share” is a much higher mountain to climb than at any other time in the history of media.

Still, the power of the Internet makes reaching the masses an attainable goal for all. The right viral video or live camera feed posted online can attract millions of viewers within days, or hours, once the word spreads!

Besides the battle for audiences, there is another aspect of the new media phenomenon that warrants discussion. This is the role that demographics play in the consumption of new media. For younger people, the Web 2.0 and 3.0 world is commonplace and part of their everyday lives. For the older demographic who grew up in a far less interactive world, the concept of new media and the dizzying array of content choices available today can be cumbersome and daunting. How this “digital divide” will ultimately play out is yet to be seen as the baby boomer generation continues to age and younger generations mature. But it does appear that the aging boomer and senior demographics have been embracing new technologies at a steadily rising pace, as the technologies become more widespread, intuitive, and easier to understand.

The future promises to be filled with massive quantities of media, available in new formats and consumed on new devices that will surely be awe-inspiring. There will be more and more “specialized” content of all kinds, targeting specific niches, interests and demographics.

The sheer quantity of content and number of producers creating it will keep rising. An ever-increasing percentage of new media will be created and produced by a new crop of young, talented performers, podcasters, pundits and videographers. While there will always be a demand for professionally-produced media, the mix will continue to swing toward more user-generated and reality-based content, due to the much lower cost to produce these forms of content and the constantly improving production tools available at such a relatively low cost.

Even with all the changes in media content, one thing will remain constant. Voiceover artists and voice actors will always be in demand!

The ongoing advancement and expansion of new media is unquestioned. Likewise, the migration to new media outlets of current media applications such as commercials, training video, film, television programming, and many other genres of entertainment and business is opening doors to many new opportunities for the observant voice actor.

In a nutshell, new media is a boon to voice actors, announcers and voiceover artists of all kinds. As more and more new media producers are, finally, moving toward “professional quality” production, there is an increasing amount of voiceover work up for grabs. Online commercials and promos, promotional videos, training videos, marketing tools, and instructional and informational media of every shape and form are being produced at a constantly growing rate. Even short form media elements, such as fully produced show opens, closes and promos are being widely used in new media content.

The sheer quantity of content now being produced. presents a wealth of opportunities for producers, performers and others involved in the creative process. But, with the opportunities come an unprecedented level of competition to achieve artistic success.

Besides competition, the biggest challenge to today’s voiceover artist is, and will continue to be, keeping up to speed with the market and all the technologies related to it. As mentioned previously, staying on top of the vast array of products and services available to produce and market audio and video products and services, including voiceovers, can be a numbing and never-ending task. So, staying organized, learning to be an effective multitasker, and utilizing one’s time efficiently are very important skills to master these days, in addition to those needed to perform as a voice actor.

Another pressure is on pricing. Intense competition has made pricing an important issue to deal with. Those paying for voiceovers, like other employers, want more for less, so it is more important than ever for a voiceover artist to be more than just an able performer. Being skilled in the art of pricing and negotiation are now vital. If you don’t feel comfortable dealing with these areas, seek out an agent or representation of some kind. But, keep in mind that a growing number of voice actors bite the bullet and negotiate for themselves these days, so paying for the services of a representative may add a cost that hinders your ability to compete. It’s probably better to check out the blogs and newsletters of other voiceover artists and professionals. Tips on pricing and negotiation are often topics of conversation and dialogue.

Lastly, it is now more important than ever for today’s announcers and voice actors to take a direct and active role in marketing and promoting their own services and “brand.” To compete effectively, it is simply a given that the latest techniques must be used. Again, extensive use of the Internet and participation in social networks are, increasingly, the keys to success in
any profession or business enterprise, and voiceover is hardly an exception. Educating oneself as to where the work is and how to get a piece of it is the key to achieving success!

As mentioned above, a good place to start is by following the blogs and newsletters of other voiceover artists and voiceover related sites and communities. To find them, perform a search on Google or other search engine in the blog category for “voiceovers.” As you visit these places online, you will most learn about where the bulk of the work is these days and get ideas about how to market your own voiceover-related endeavors.

You’ll also find links to others with your interests and to seemingly endless sources for news and related information about the field. When going online, “one link leads to another.”

Establishing an account on a popular social networking site like Facebook is the first step to making your presence known and finding others to communicate with. Make sure your profile is complete, up to date and includes your skills, accomplishments and history. Become “friends” on Facebook with other voiceover artists and others in related fields, such as producers, engineers, agents and recording studios. Do the same on at least one professional social network such as LinkedIn. Learn as much as you can about using social networks and how to enhance your own visibility on them. The more you interact and participate, the more you will be seen, followed and contacted.

Establish an account on Twitter and start to “follow” other voiceover artists, groups and entities. There are several to choose from. Do a search for the words “voiceover” or “voiceovers” and the site will return results of “tweets” that contain those words. You can then start following other people and organizations that post voiceover related items on Twitter, which will usually include links to sites and pages with articles about the subject. As you follow these other Twitter users, its a good chance that they will, in turn, begin to follow you as well. Post your own tweets on Twitter from time to time that you feel may be relevant to others in the voiceover community and start to communicate with other voiceover professionals via Twitter “direct messages” or messages on Facebook.

I would also recommend joining a few online “groups” of voiceover professionals. To find them, as you did with the blog search, do a search for “voiceovers” in the Google or Yahoo groups categories.

Remember, it’s all about networking in the new online world. See, and be seen. Follow, and be followed. Communicate, and people will soon start to communicate back to you. These days, dialogue leads to success!

I am constantly asked how one can navigate the rapid sea of change constantly occurring in these areas. To be sure, staying on top of the latest developments and innovations in new media and social networking is very much a full-time job in itself. This chapter has offered only a basic and very abbreviated history and overview of new media and social networking. By the time you are reading this, it is a certainty that much of the information
offered here will be dated or superseded, and hundreds of new products and services will have come — and gone. That is why I opted to encourage online searches rather than including links to sites. The best way to stay current is to go online, search for and then gather the latest information.

Here are a few suggestions that I hope will stay current, however. To keep abreast of what’s going on, there are thousands of blogs online that cover the latest developments and trends in new media, social networking and related fields. As of this writing, a few of the better, and most popular tech blogs are TechCrunch, Gizmodo, Engadget, Technorati and Slashdot. My vote for the best blog covering the world of social networking is Mashable. All of the blogs above also do a good job of covering new media news and views, Of course, all of these blogs have Twitter feeds as well, so you can follow them post by post on Twitter, which, in effect, acts as headline service for the blogs.

Besides blogs, a good source to stay on top of all things tech and the online world is to regularly listen to podcasts or view some of the thousands of podcasts or online video programs out there. I highly recommend a collection of weekly programs offered up by the TWiT Network, which, as of this writing, can be found at
www.twit.tv
. TWiT offers several shows about tech in general, the Internet, and several more specialized subjects, such as Google, Windows, Macs, digital photography and much more. You can watch them live as they’re being recorded or download them at any time. Another popular online new media network to check out is Revision 3. Both Revision 3 and TWiT are great sources for information about tech, new media and other current topics.

However you choose to stay informed, try not to be intimated by the endless heaps of new information flowing out. There is definitely way too much information for most of us to consume, so find a few blogs that you like best, and just follow them as best as you can and at your own pace.

As it has always been in the art of voice acting, the new media voice actor’s job will continue to be one of communicating a compelling message through the creation and presentation of interesting characters and reads. And, although the fundamental performing skills remain the same, the business model, technology, and marketing methodologies are ever-changing and do require constant monitoring in order to adapt to trends as they evolve.

Keeping the vast amount of content and information that is available today in perspective should be a priority for all. In this brave, new world, maintaining the proper balance is critical to the future of new media and all those involved in it. Evolving technologies should continue to educate, empower, and stimulate creativity, rather than confuse, intimidate, and hinder it.

There is a new breed of creative new media producers offering new opportunities for voiceover talent to help them deliver their content. As voice actors, it is our job to evolve along with the new media marketplace.

Your voiceover demo is your best first—and sometimes your only— opportunity to present your performing skills and abilities to talent agents, producers, and other talent buyers. Many times, you will be booked for an audition or for a session simply based on something the producer hears in your demo. The purpose of a demo is to get you work!

In the world of voice acting, your demo is your calling card. It is your portfolio. It is your audio résumé. It is your letter of introduction. You don’t need headshots, or a printed résumé, but you absolutely do need a high-quality, professionally produced demo. It is the single most important thing you
must
have if you are to compete in the world of professional voiceover.