The voiceover industry is well-connected and very supportive; we are all in it together. Voice actors have a real love for the booth, and we all share in that. I cast every genre within the industry, but casting commercial voiceover is more frequent. Commercials are the bread and butter of our industry, and sometimes they can have a fast turnaround. With everything being digital, the turnaround is much quicker.
Looking for Commercial Voice Actor
When I am looking for talent, I will look everywhere. I will be guided by the job; is it union or non-union? What age do they need? What is the usage? All of these factor into where and how I look for talent. I have a reliable database of actors I use from years of casting, coaching, and workshops, and, of course, I reach out to trusted agents and reps all over the world.
Time is a factor in this industry, and I have never had an actor turn down a deadline because of a fast turnaround which is great. What that means is everyone progresses positively. Companies recognize that remote sessions are here to stay even though some companies are wanting voice actors back in the studios, but that’s mostly in the animation and game industry.
Authentic Commercial Casting
Casting commercial voiceover is tough. Union requirements ask for authenticity, which means that we have to give the production company exactly what they are looking for: age, ethnicity, race, and gender. There are some phenomenal actors out there, and it should not matter what color your skin is, your gender, age, or religious preference. It boils down to how good of an actor you are. And the beauty of voiceover is: it doesn’t matter where you live..just show up! When I have cast actors from other countries, they show up and bring their A-game. Even if it is 3 am in their time zone, they do it. All in all, dedicated, hard-working, and talented actors will book the work.
Commercial Voiceover Trends and Styles
The conversational, natural, and real personal read is still the most popular casting request. Vulnerability, in a very real way, makes things relatable and, in turn, makes the product real. Recently though, we got a call for us to cast an old-school announcer, which was fun and quite nostalgic. The 25-ish to 35-ish age range is still very popular. And Comedy is always King! The Snarky guy/gal material, in particular, seems to always be a popular request from our Ad agency clients. People love to laugh; they love sarcasm and irony. Some phenomenal celebrity comedians are proto-types for these types of reads.
Casting the Right Voiceover Artist in Commercials
Regarding agents, it is tough right now. It is never easy to get one, and I host agent nights with our VO Pros nights. The challenge is agents always say they are not looking for new talent, BUT guess what? Someone or a few talent DO get signed after one of these nights! I think when they meet an amazing talent, they are not going to let that person slip away. Agents have strong and healthy books, and they need to not only make sure they are servicing the talent they already have but keep an ear open for the next best thing. Every agent looks at talent not only from a relationship point of view but also from a financial perspective: can they all make money together?
Actors need to find a way to stand out, be it with an agency or a casting director. Doing one’s research is fundamental to discovering what you can bring to the table that your competition can’t. The email subject line needs to be so powerful and unique. The most important thing to catch someone’s attention is to find a way to stand out from the crowd. Referrals are always helpful as well. Include an mp3 of your commercial demo and any others you want them to hear. I also think it’s a good idea to include a link to your website just in case someone would rather look/listen to your info that way.
Casting Conclusion
No matter what level of experience you’re at in your career, it is always important and impressive to buyers of voices that talent is on top of their craft. Take classes, participate in workout groups, and engage in the voiceover community.
You can check out our VO Pros events, geared towards working pro-level talent, at: www.thevopros.com
Casting Commercial Voiceover By Mary Lynn Wissner
