There is a constant flurry of activity on social media and the internet about the current state of the voice over industry.
Questions and concerns about work being lost to AI? And whether there is just too much competition to be able to compete? It’s very easy to listen to the negative noise and find yourself feeling disheartened, exasperated and maybe thinking about throwing in the towel or not even starting the journey toward your voice over aspirations. The good news is that the news is not all bad and most of it is just noise. I always say a voice over career is like the wavelength our voices make it goes up and down, it has its highs and lows.
A Voice Over’s Career
I’ve been plying my trade as a full time voice actor for well over a decade now and I’ve experienced these peaks and valleys in the flow of bookings into my business. One thing has remained constant though, in both boom and bust times… I keep trusting the process. I keep sending out the auditions, networking with clients, connecting with new businesses and finding new avenues to explore. Each and every time, I keep working. It’s not always easy but when I keep going, I inevitably find another peak.
The Voice Over Industry is Evolving
The other good news? Right now I’m experiencing a push back against the use of generative AI to replace human creativity. I’m finding clients coming back to me saying, “I tried it and the ai voice didn’t have the storytelling nuance that a human has. I’d like to hire you- a real person- please”.
Platforms like Steam and YouTube have put tighter controls on AI usage, a trend that I think will be repeated elsewhere.
There have also been voice actors in the industry that work alongside reputable AI companies to create AI voices that they can use and sell in conjunction with their real voices. As the National Association of Voice Actors (NAVA) says. With Knowledge, Consent and Compensation creating an artificial voice is another valid way to generate income. It’s only a problem when the voice has been created without your knowledge, that you have not given consent for it to be used and that you have not been fairly compensated.
The Avenues for Voice Over Work
As to competition, I live by Steve Martin’s mantra – “Be so good they can’t ignore you.” That means investing in coaches and training, seeking constructive and innovative ways to connect with people that can hire me. And making sure that when they do, I make the process easy and collaborative so that they will remember me and come back for repeat business.
It’s also important to find your unique brand and niches while finding accountability partners and groups to share ideas. I don’t rely on just one casting platform or agent for work. I’d recommend finding as many as you can to help keep the auditions coming in.
The Voice Over Industry as a Business
Lastly, I have found being more than just a voice actor helpful. By diversifying my business and being a resource for people by helping them solve problems adjacent to my core business, it can strengthen relationships for the time when they do need a voice like mine. Areas like casting, writing demo copy and other creative endeavors that are voice over adjacent.
In 12 years of business, the last three have been my busiest yet! Why? Because I have stayed true to the simple things, I have helped others where I can, continued to hone my abilities and never lost the commitment and belief that hard work brings its rewards.
The Current State of the Voice Over Industry by Ian Russell