Interview with Rebekah Wilson, CEO of Source Elements

Source Elements is at the forefront of routing audio from wherever it is to wherever in the world it needs to be.
The majority of the voiceover industry are using Source Connect to let their voice be heard in studios thousands of kilometer's away, as if they were in the next room.

Rebekah Wilson is a kiwi, a musician, a programmer, and an entrepreneur... And CEO of Source Elements. In this interview we chat about the story of Source Elements, where it came from, why source connect has been such a success, what we can expect from the eagerly anticipated version 4, and we also delve into the latest release, Source Nexus and what it can do in the studio. Find out more at www.source-elements.com

Toby Ricketts

Welcome to vo live brought to you by gravy for brain Oceania. My name is Toby Ricketts. And this is the podcast and discussion where we get people on who are movers and shakers in the audio and voiceover world and have a little chat about what's going on. And it's going to seem like this is a podcast about Kiwis doing amazing things in sound overseas, because the last few people we hit on were Kiwis as well. But I'd like to welcome to the podcast, Rebecca Wilson from source elements, the CEO, who was also a kiwi, welcome.

Rebekah Wilson

Tobt, thank you so much for having me on today. And thanks to gravy for the brain for making this happen. We love working with you guys.

Toby Ricketts

Absolutely. Now it's a fantastic partnership. So and there's a lot going on, at Source elements, which I thought was was a good time to sort of have a chat. I remember talking to you in March at the one voice conference in London, and and had a good chat about the future of source Connect, which is what you know what to VoiceOver is used so much to connect. But there's also a lot of stuff other stuff going on. So we're gonna we're gonna have a deep delve into some of that stuff and the history. But firstly, where are you now the sun is coming up for you. It's just gone down for me. So we're sharing the sun, as we all do, but what's your current location?

Rebekah Wilson

Currently in Madrid, new traveling around Europe, slowly. And I've been very fortunate to learn Spanish in the last years, and it's been a great opportunity to get involved with the Spanish speaking community. And it's just an honor and I'm loving it so much.

Toby Ricketts

Wow, that's fantastic. Yeah, lovely place to be in Europe. I imagine it's probably getting a bit colder now. But it's pretty welcome in Spain, I imagine. Yeah, but uh,

Rebekah Wilson

here in Madrid, it's nice because yeah, it is cold and everyone loves it. And you could get a proper Christmas feeling.

Toby Ricketts

If that's true, isn't it? Yeah, absolutely. I do miss the the white Christmases having I come from England originally. So I am kind of grew up with them. But so you were you're from New Zealand originally? How long? Have you been overseas? Yes.

Rebekah Wilson

I left for Australia, like most most young Kiwis in my early 20s After university, and suddenly I moved to Australia specifically because I was like, well, I need a change. Where do I go? Coffee was really important. Where we are about coffee. So the only option was to go to Melbourne where I knew a friend who made really good coffee. So I moved to Melbourne. I loved it. Melbourne is a great city. Yeah. Yeah. And I was able to move around easily from the beginning because I had started doing programming for the internet in the mid 90s, when everything was just starting. So it was a very privileged time for me. Where, before I'd learned that computers existed, I was studying music. So I have the degree in music composition, orchestral music, and those who have classical composition. skills, which I love having. And then, yeah, when I was at university in the later years, I discovered that computers were doing these amazing things with sound. And I was like, Okay, go away orchestras for a while. And so I threw myself into electronic music. And realized also quickly that if I wanted to sound unique, as an electronic musician, I need to write my own software. So that's sort

Toby Ricketts

of how I got into it. So what year was that roughly?

Rebekah Wilson

Like 9596? That's really

Toby Ricketts

like the birth of when, when electronic music EDM was I guess it's now called as was really kicking off. Yeah, I remember. Amiga five hundreds, and I'm playing samples. And sampling was a really big thing. And like it was it was an amazing time to be into music and computers, because like they were, it was, you know, they were they were really intertwining and discovering what things could do. And I almost feel like, especially for a brain like yours and definitely for mine. I loved the problem solving and the kind of technical stuff you had to overcome to make music back in the days and I always find that oh, yeah, you have to support very stubborn. Yeah, exactly. And I find it disappointing now when like, I use something like Ableton Live and you have all the plugins and you can do anything. And it's kind of like that's more difficult than having a challenge that you have to you know, have constraints on you. I find

Rebekah Wilson

programming some code Toby, find these challenges will come back and it's really exactly

Toby Ricketts

I do wish I'd got into coding because I've never gone down that road I'll use computers, but never actually sort of you not gotten into inside them. But some so I mean, what how did you What was that first spark of getting into sort of code and computers?

Rebekah Wilson

No, like I said it was being Like at the university, and you know, they have an obligatory class back here is a computer and it's just digital music creation, you know, working with partials, working with samplers working with synthesizers.

Toby Ricketts

And so it's part of your head and yeah, my,

Rebekah Wilson

my brain was just like, it's like that first moment that you try, like, I don't know, Milford in Paris, you like, Oh, I like desert now, you know, because you never knew. And, yeah, and then the same thing happened with the Internet. So I remember the first time that I sort of experienced it, and it was just again, like, Oh, my God, like, I am no longer isolated on the small island, where, you know, it takes two years for blockbuster movies to arrive. And, you know, magazines are three months late. And, you know, we grew up like that we grew up very isolated in terms of media in we were very, also very special country for that, you know, we were very united country, and I'm so glad to have come, you know, be from New Zealand. I was to spec recently, after four years, went back to see my mum, and which was amazing. And it's like, okay, so, you know, as always, always the first place in my heart, that thank God for the internet.

Toby Ricketts

Like it really has shrunk the world. I mean, I absolutely could not do what I do now, from where I am. Without the internet, like it has absolutely democratized you know, geographically, it's democratized the world, I would have had to be in LA or, or New York or somewhere with studios and pages and all that kind of stuff. So it is amazing what it's what's comfortable. So I mean, out of it has out of that kind of those two interests, source elements of is the obvious, you know, who else could have done it? You know, it sounds combining, combining audio engineering, and music and computers. So what was the germ of the idea? Like, how did it all come together?

Rebekah Wilson

Oh, that's, that's, that's classic. So I had been living in Europe for a few years, and then decided to make my way back to New Zealand again, I'm very I love change. For me, I have very high entropy level. I don't like being static, though, moved around a lot. And one of the places that I stopped through I struggled through the Midwest, early 2000s. On the way back to New Zealand, USF to pick a side right in somehow I always went through Canada, Mexico, United States instead of Asia. So I don't know Asia, so Well, sadly. But most New Zealand is Australia's will tell you they was picked to

Toby Ricketts

go one way and then come back the other. And you? Oh,

Rebekah Wilson

that's clever. Yeah. And so I was in Chicago. And thanks, the internet, a friend of a friend of a friend had introduced me to somebody who had mixed a CD of mine in the 90s. And we were introduced, and we got on really well as friends. And they were sitting, having a drink at a bar as you do. And on a beautiful summer rooftop in Chicago in August. And he said to me, you know, we were talking this is Robert, co founder, it was

Toby Ricketts

gonna be my first guest, engineer,

Rebekah Wilson

very, very, very talented, very talented person. You know, as much as you know, I work hard, and I love what I do. My co founder is amazing, incredible, and hardworking, and very, very good thinker. Yeah,

Toby Ricketts

especially with audio, I've learned quite a lot from him, just from what he says on the Pro Audio suite podcast, like, learn amazing things about digital audio, and how it all works together and change some of my practice is because of it. So he is, yeah, it's good explaining it too.

Rebekah Wilson

Glad to hear that he's a great resource. And so he was working at a studio in Chicago. cusses very good, beautiful studio and a high rise, gorgeous views. And it was very, very, like eight years kind of Madison Avenue, kind of it was lovely. Really, for me, it was like, wow, this is crazy. And they were spending a lot of money each month on ISDN to make phone calls, you know, to actors to do voice overs, you know, to doing interviews, and so back then it would like a minimum cost of $1 a minute, if you wanted to go to Australia or something you like at least $5 a minute. And then the equipment and then the line higher and then the maintenance. So you know, it's talking about 1000s of dollars a month to do what you and I are doing right now, or just audio, micro sense micro service, right of the cost. And so he turns around and says to me, oh, you're a programmer. So this is you know, do you think we could do this eyestrain thing on the internet, you know, now that we've got like one megabit connection, so I was like, Sure. Stupid. It changed my life. It was you know, I never say no to something. So yeah. And then from that moment, we just threw ourselves into it and went back to New Zealand. And so it was all built It was all built long distance. And I think that was the key to our success, like we were forced from day one to, to make those made the Internet work for us long distance. And so in also Robert and I are very stubborn. And it took us a couple of years, but we got the first version of source connect out as a plugin, tiny little thing, just an audio back and forth. But yeah, changed changed our lives and I know really set the path to revolutionising the sound industry how they do remotes. Absolutely,

Toby Ricketts

yeah, cuz I do remember the days when, you know, one of those rare or two of those rec units was was an ISDN box and they cost a fortune. And then yeah, like you say, the line house and everything. And, and just the the convenience of, of having having something that was easy to connect and didn't have dropouts and stuff is fantastic. So I guess what you were trying to sort of like it was handy in that you were trying to solve the problem that you were already in, which was being long distance. So it's kind of easy to throw things back and forward. And what was in there is sort of designed in to get a little bit nerdy for a while, like, what what kind of pleasure was it was it built on because I know, like, the power source elements success over the years has been that it hasn't been reliant on someone else's proprietary stuff, it's built, like it's, it's kind of has a core, which is all your own, doesn't it. Whereas a lot of the other other software's that sort of came after rely on something else, like other part of the Chrome, you know, system that came out, or you know, that as soon as that happened, there was tons of people around offering this this amazing, you know, voice to voice communication over the internet, but it never had the same sort of quality or industry sort of backing as source connect. So why do you think that? You know, it took off? And, and how was it built so that it would be successful?

Rebekah Wilson

It's really simple. You know, look at the microphones that we're both using. These are not $20 microphones that you buy at Lidl, you know, that are fine when you're talking to your family, they're not the microphones built into the MacBook, these are purpose built professional microphones, that probably cost I hope, much more than source Connect, you know, in more than than, than the MacBook. So they're precision engineered tools for the purpose that we need, right? Very good quality. And, you know, not everyone needs one, my grandmother does not have a microphone microphone. That's usually what they were on the computer. But the source connectors the same, it's just the same as that look behind you, you got the beautiful keyboard, you know, that's not something that everyone has at home to have their kids to learn. So we have, you know, we invest in our tools. Because,

Toby Ricketts

what, what stage did Skype come along at the same time, which did very consumer job a couple years

Rebekah Wilson

later, right? So

Toby Ricketts

you were even before sort of,

Rebekah Wilson

yeah, and it was great, because we use Skype for our support calls because it was great. So Skype was really helpful for us to be able to do remote support. It was our first support message before the browsers came along.

Toby Ricketts

Interesting, because, you know, no one back then was doing sort of like Skype, but recording on their end, like from from what I remember, like it was Skype was very bad quality. Yes, exactly. Yes. Yeah. Hmm. But you know, like, these days, people, like, you know, we'll do a zoom call, and they'll kind of record on their end, but potentially, but I feel like source connect occupies that space where you might as well be in the booth, like, it's because you can get it on, you know, you can get it actually inside of your door, which I think is the key to its success is the fact that you can actually inject the audio right into Pro Tools as if someone's just in the booth. And was that the design from from day one that you could like, day one, right? Yeah. So it was injected right into the track.

Rebekah Wilson

I had to feel part of the engineers workflow. And I think what was also interesting at that time, was that voice actors, you know, if you go back to say, the year 2005, you would get a call for a job or an audition, and you would put on your jacket and walk down to the studio or drive if you're in some other parts of the world. And then you just walk into the booth, someone else would do all the technology for you. And you would do the hard part, which to me is the hard part, the performance. So you wouldn't usually have to touch any technology, know about microphones know about, you know, 48k versus 32 person, all these things. So we, we needed to do a huge amount of training to help voice actors, you know, get up and running. got I don't know how many partials licenses we sold for avid. And so had been a huge, really important partnership with Avid of course and with the other door manufacturers. And so You know, a lot of what we do, we build software. And we do training, we do technical support, the two are absolutely intertwined. We couldn't, we couldn't have a company without our tech support. So

Toby Ricketts

yeah, I used a significant amount of tech support in the relatively recent future, because I had a network change, I'd always just use source connect. And it would always just worked without the port forwarding, because you know, there's this big thing about, you know, with voice actors and the whole, or port forwarding, it's so tricky, and like GABA, and so I went on and I never had to did it, do it, because I was always just running through a simple modem, it just always worked. And then I upgraded my network and suddenly wouldn't work. And so I went on, like a three month journey on trying to reprogram routers, and, and I figured it out in the end, if you want the the nerdy version was because yeah, the Internet was was obviously going into like a router, which did the internet, and that one plugged into another router, which then provided the entire network. So I needed to like double port forward. And so yes, that got tricky.

Rebekah Wilson

So he made it work.

Toby Ricketts

I did exactly, that was the thing, and the tech support was really good. But um, I feel like, you know, there's such a massive variety of network hardware around the world, that it's, it's, you know, it's a attributed to a team that they take on that whole thing of like, you know, knowing every the insides of every router and every every piece of networking equipment. So what's with the like, how it's built source Connect? What's with the kind of like port forwarding, and what where does the audio actually sort of go? It's not? Is it peer to peer? Or does it go via service?

Rebekah Wilson

No, we, you really want to prefer peer to peer. So right now we're zum zum doesn't do peer to peer at all, we're going through their service, they can do processing, they can, you know, change the do analytics on the audio, which we know they do. News came out a couple of months ago. And so you're gonna have like higher latency, although they've got so many servers around the world, it's, it's minimal. In some cases, that might be better, because we can go through, you know, so here's your New Zealand, and here's me in Spain. And if we go peer to peer, it's not going to go direct, it's not possible. The same way as that I can't fly to New Zealand to Richmond, Spain, I have to do a hop, right. So the internet has to do the same thing, or hops in probably makes at least 10 hops to you. And so going through a server, especially with a big server infrastructure, like zoom, who will have servers and almost probably every country, or you can jump onto the New Zealand server, and then they have probably two or three hops, because they control all this server infrastructure in the middle, and it gets to me faster than it would maybe PHP with the speculative you never know, it changes every time you connect. If you look at how the internet is made, it's really important, I think it's really interesting to to understand this. It's a whole set of computers everywhere, that some are going down, some are coming up, some are changing the network, somebody's doing repairs, you know, a boat slice through a cable, this is happening all the time, like every second, every millisecond, the internet is changing. So every time that you send a tiny piece of data, like a little packet, 10 milliseconds or less, it might take a different route every time. And it's it's fascinating that this is why the internet works so well. It's resilient. Because it's built for failure in it's built to renegotiate constantly. It's really fast. Isn't

Toby Ricketts

it amazing that it just works. When you break it down? Like that is just absolutely you try and comprehend it and our brains just explode with complexity. So it is fascinating. So but you but source can it was always built to be peer to peer. All right? Well,

Rebekah Wilson

we prefer peer to peer, because you usually do get the best route. You know, we're not a big company like Doom, we don't have a billion dollar infrastructure to put servers everywhere. And, I mean, if we did, then, gosh, this speculating, you know, we could build a, you know, proof referral network that, use that, but then still, you're between you and the server is actually the weakest point. So between you going out from your router has to go through the city has to go through your building, you'll be sharing that network with other people, you know, it's you know, eight o'clock, you know, everyone's watching Netflix or neon, or whatever, in so this is actually the hardest part is to get through that. And so, if you can get the fastest route between you in what they call the the first hop in Port Forwarding really helps with that.

Toby Ricketts

Right. And that goes on the backbone, then another sort of like big line

Rebekah Wilson

that I want to get to the back bone as fast as possible.

Toby Ricketts

Yeah, right. Very interesting.

Rebekah Wilson

There's other things too, if you port forward, you can also give priority so you can say these packets have priority over my 15 year old stands World of Warcraft, Beckett.

Toby Ricketts

And so that's what I wanted to do it was was the was the port forwarding because it is the sort of like thing that people get stressed out about. It's basically just like there's a whole bunch of letter boxes, like in your internet connection, isn't it? And it's just like, you have a dedicated one. That's this is just for source connect. So when that comes in this data box, send it to this computer without any delay. That's basically what it is. Right now,

Rebekah Wilson

pretty much. Well, there we go. So on that topic, maybe just to do a bit of a spoiler with what source Connect for is doing? Oh, yes.

Toby Ricketts

We were gonna talk about that. In a minute. We'll talk about now, actually, because I was gonna save it for a bit later. But it will be since we're on the source connect topic. My one of my questions was gonna be like, what, like, what have you fixed for this the next version of source cake for because we've been waiting for this like such a long time.

Rebekah Wilson

It's so close. It's so close. How

Toby Ricketts

close I need to know. So we're

Rebekah Wilson

going to have working very hard to have a beta in the first couple of months of next year. Cool. And so we'll be starting to reach out to people like yourselves who've been using it a long time. And we know we're gonna give us the most honest feedback. You know, it's really important, like, people who've known source Connect for 1015 years, because, you know, people going back to 28 2005. And, you know, we've we've got a strong relationship with and you'll try it out. And you'll tell us for sure. The sooner you know. Exactly, exactly. So you'll, you know, we'll be rolling that out first to the early early adopters. And then, yeah, working to get a release. Buy in this always the NAB Show in April, Los Angeles, Las Vegas. We try for

Toby Ricketts

verse MC technology. So it's very

Rebekah Wilson

rare that I talk about dates, my team will tell you, it's like Vic and Eva. It's a date. But you know what, I want it to come out in April. So I'm telling all my team, let's make it happen. Betas before the end for people who are Intrepid.

Toby Ricketts

Nice. Yeah,

Rebekah Wilson

so what's fixed? So source connect standard no longer has port forwarding? Can we fixed it, we do not have to go into your router. And do that ever again. Ever, ever, ever again, great. We still have the option and pro, because a lot of studios are behind firewalls, and they need that very specific setup. So you know, if so it's still there, it's still an option to be enabled. But it's no longer it's just like, you know, me tour zoom or teams, you just log in, and it just works. So, so what I was saying before about us not having billions of dollars of infrastructure, we do have some infrastructure, we're just not billion dollar one like zoom. So it's very good. And that will be growing as well. So you know. So that's the main big thing. The second big thing is that you can have up to six people on a call,

Toby Ricketts

which is really great. It's cool, right? Yeah.

Rebekah Wilson

Multi actor performances or ever producer or a client on with you or, you know, multiple microphones is many, many uses for it.

Toby Ricketts

Absolutely, yeah. And if they got all matched latency, if you had multiple microphones, or I suppose it doesn't matter that much, but there will be similar latency. So they're going different.

Rebekah Wilson

Something that we're planning, actually, so Yeah, good question.

Toby Ricketts

Go.

Rebekah Wilson

It's possible now. Yeah,

Toby Ricketts

yeah, right. Yeah. Yeah. Any other features that make it stand out from the others? I assume that the Mac and PC thing won't be a thing? Because that's been Oh, my

Rebekah Wilson

God. Yes. It's Windows and Mac 100%. compatible, it always will be going forward. That's a promise. Right?

Toby Ricketts

So this has been built from the ground up. Is that right? Like, it's not just an update? It's a new it's a new product?

Rebekah Wilson

No, no, it's a new product. Yeah. Right. But it looks it doesn't look the same. It's a new design. But it feels familiar. The, the settings are the same. It's got the same configuration, you've got your same user list in there, you've got the same you know, Connect button. So it's not going to be an unusual it's not going to be new to be like oh my god, what do I do is very, very familiar. In a new way. It's like, you know, getting your house re decorated.

Toby Ricketts

Exactly. It's good. But there's a video in there as well. Is that a thing? Not yet. Not yet.

Rebekah Wilson

Radio is is now in the source Nexus, right gateway

Toby Ricketts

product. Maybe that's what I'm thinking of. Yeah, absolutely. And which we'll talk about a little bit later as one of your your other sort of products. Wasn't going to talk about the new source connector. So the pricing models because it's there's always been this. I was lucky enough. I think I came on board in like 2006 with a studio that I owned way back when so back then. And it was like, you pay your money. And that's it. You've got it, like let's it, you know, for a lifetime, is will old licenses still be coded? Because it's just a version upgrade?

Rebekah Wilson

Or is it? The big change happening is that because we've made massive, massive improvements to the software where you don't have to do port forwarding, we've got other features coming videos coming. All of these things have cost, running costs, like daily running costs, like usage costs. So your license, the only change is going to be is that with the support fees that we've been asking people to pay is going to be mandatory so that you can have your service running? Right,

Toby Ricketts

but you get you get support with it. I assume? So if there's any technically, yeah, right. Yeah. Yeah. Okay.

Rebekah Wilson

And so much more. We have, you know, things that I can't talk about today, like, so much coming. Brains coming? Yeah,

Toby Ricketts

cool. So a lot of voice talent, that I've met with sort of wood, they didn't want to sort of sign up for something that was kind of long term, or was going to cost them quite a lot. But they would like to do it kind of job by job. And there was like a casual fee for a while. Is that going to continue in? And? Yeah, cool. So it's just like, month by month

Rebekah Wilson

to date, license it No, just a month by month, for sure. You can either, you know, get the monthly subscription when you need it. That does have the setup fee. However, that monthly fee is going to be I think, minimum, us 110 If you just take it like twice a year. But if you're using it three, four times a year, then we offset that, we don't ask you to keep paying that setup fee. So then it can be very affordable. Yeah, absolutely. Because I feel like within four months,

Toby Ricketts

Yeah, cuz it's something that the the voice talent, especially new voice talents, which sort of see all these jobs that say, you've got to have source connect, and they're like, Well, I don't want to, you know, buy it. Because if I don't get the job, then I still have to pay it sort of thing. And so I've been telling people that there is that that sort of short term option, good, which is, which is you know, it is a good option. And I see there's lots of other software providers like positron comes to mind or other sort of voiceover related products, where they they are, they're doing it on like a project per project basis. So you can basically just build it into your voice fee, which I kind of liked the idea of because then it's the clients demanding it, then you just add it to the fee for the client. So that definitely works for voiceover artists. One was not exactly a bug, but I want to talk about source connect now for a little bit. Because yeah, back in the day, I remember when source connect now came out, there was lots of confusion about about like, what, because people like you need source connect to people, like I have source connect, I have source connect now. And and but it was a substantially different product, even though it kind of did the same thing. So could you go over what the wipe source connect now became a thing. And what the differences between that was because I was kind of confused that it came out it was free. I was gonna like, you know, isn't that shooting yourself in the foot kind of thing? What was the rationale behind source connect now

Rebekah Wilson

looking to, you know, to go back to the desert analogy, which I like, you know, it's soy sauce Connect is, you know, very, very purpose built in image so that you can guarantee the recording is going to be perfect every time. So it works on your desktop, when your computer's running this thing called a clock, and your computer's making sure that all the timings are working. And we can work with that clock on the desktop, we can write software on the low level, to make sure that when audio is coming, we record it audio is coming and we record it right. And so you're gonna get a perfect recording. So you do that when you use your your tools, your audacity or your Adobe Audition your partials, you hit the record button, you don't have any doubt that what's going to come out isn't any different from what you recorded. However, with on a second level, you add a tool that's not purpose built for audio such as a browser, it's not made to it doesn't care about these clocks. You can't We can't guarantee to you that what you when you hit the record button, the same thing is going to come out, especially over a long period of time things can get out of sync. Further, the browser is not allowed to talk to your computer too easily. So if you close your browser before you save that recording on, it's gone. We can't save it right. So you could say okay, well why don't we save it to the cloud? Yes, but then we can't guarantee it's gonna get to the cloud. What if, during sending a packet your internet, that one of those, you know what we just talked about, you know, the whole resiliency of the internet, where there's little servers goes down and your packet gets lost? That happens a lot. You don't have that information. You so many things that can go wrong when you're recording files. This is why we have dedicated doffed desktop software. This is why digital audio workstation success must connect is just a nother kind of digital audio workstation. So the browser is amazing for communication. So here it became in 2013, they launched a protocol called Web RTC. They miss is it a form a form of it, these are in form as well. Google meet uses it. All of that source connect now uses that. And all of the other servers services out there that do real time audio or video chat. Gosh, all the video chats out there. Mobile and all they always use a protocol called Web RTC. Web RTC is primary purpose is intelligibility. When I'm talking, do you understand the words that I'm saying? That's what it cares about? It does not care about when I am recording, or you're recording me? Are you going to get the perfect recording? It doesn't care. So yes, it works most of the time, but is that good enough for when you're in a job with an important client?

Toby Ricketts

So it's a compromise?

Rebekah Wilson

It's no, it is an amazing compromise. So what we've done now is if we can segue to source Nexus on this, okay, is to to make it clear that, you know, we love the browser, it's just does incredible things, you know, you can record with it. You can do multitrack recording with it, you can do all these incredible things with it. And so we're really embracing it. And you'll see with source Nexus, a lot of really special things coming out. But what it'll do everything except guaranteed recording. And so source connect now was never really designed to be you know, a replacement for source connect was meant to be like, here's a place that you could join with your clients. And so you can check with them because they don't have source connect, and then you can route your system through. So we've made it clear. Now source Connect is where you are as a talent, you do performance. And then source Nexus on the Gateway is where you'll also be to interact with everyone else while you're doing that work. Okay, you could use it separately. Or if you don't have source Connect, you can use source Nexus, go for it. But just be aware, it's not the professional tool. But we also in one point, or to go back to what we touched on a bit earlier, we really want people to, to work, you know, into to come into the industry. And if using Source Nexus as a way to do that, then we support that as well. Because you know, those people who know, the limitations of Chrome they know so it's fine. Everyone knows. Because

Toby Ricketts

I mean, the biggest thing is still free. Yeah, well, that's, that was always the good. Drago wasn't it was like, wow, it's just free. But the biggest problem, of course, was that you could you know, it was you couldn't do it. But if you had to have a hardware way of getting that sound into your door, because you couldn't just route it digitally, like you could with source next to software or with source connected like that was the biggest I mean, that was that was you know, the biggest thing I came across, because it was useful to save the client. So you don't have source connects, but we can still use this thing. And you can listen to it, but I'll record it on my end or whatever. But it's I'm still curious as to like, did you see sort of web RCT come along and think we've got to be a part of this somehow we'll build something with with, you know, a source connect or source elements branding, just so that we don't, you know, did you have an intention when you built source connect now? That it would it would feel some kind of niche that you weren't that you wanted to be a part of?

Rebekah Wilson

Oh, absolutely. Because to enable people who, for whatever reason, you know, don't have the resources at that time to have the desktop software installed. And we know that installing source Connect version three has been, you know, not the easiest thing. So it was a a stopgap measure. And you'll see now that we have source Connect for that problems that have gone away, we can say look, just download source Connect for it takes three seconds. And this works. So we can't now we're able to take source Connect Now offline, it will start working. And then all of that functionality is available today. You can go to source dash Nexus, Nexus dot source elements.com. I do have source set Nexus, I have to set that up. Anyway, go to our website, go to your dashboard, you'll see a link right there in the dashboard, login, no cost, you can start doing exactly what you did on source connect. Now on source Nexus, it's more stable. It's exactly the same good sound quality, it's got a slightly you know, not slightly a lot better improved user interface. And we really encourage people to start using that now. And we'll start phasing off source connect now. Once we see enough people migrating or Over, because it's Sr, much better. And then if you also want video, then you can upgrade to the source Nexus license version, which is 1195 a month us. And that gives you high definition video for up to five people, plus screen sharing and audio broadcast, which is really great for sound engineers and composers and game sound people, many, many reasons. And then as a voice actor, you could also use it to send your isolated voice through a dedicated channel, either to be recorded by remote engineer or to be monitored by your clients and efficient is many uses and probably warrants a whole like, we did a webinar about it yesterday, you go to our YouTube channel, source elements YouTube channel, you'll see a really interesting webinar that went over this like an hour and a half, because we've seen so many questions we went over better. That's great resource there too.

Toby Ricketts

Yeah. Cool. That's, that's interesting. Yeah. So that's, that does make sense for it to sort of be migrated into that into the source Nexus series, because I remember, like, I think I downloaded a trial of source Nexus quite a while ago. And I loved the idea because I always solve the problems that you've solved with software, I would always sold with hardware. So if I had like an input coming out with a computer, you'd buy some hardware and then make an analog lead that would go in and form another channel. And you can select that. But you've done it all in the digital space. Yeah, it's a great way to do it, because I kind of like I'm quite tactile, and I quite like seeing like the way I've got it. Now like I've got a the SSL two plus recording, like my microphone, but then I've got like a sub chain coming off that with another old face that does all the Zoom stuff. And just kind of it's seems really complicated, but it's simpler for my brain, somehow. But I do like the idea of all this virtual routing that goes on with them with, with source Nexus and all the stuff that goes on in the box a bit like how, you know, many years ago, compression and EQ, and everything was out completely external, you had to actually run the cables between them. And now it's almost always like this, there's very few people still running output hardware, unless it's adding some kind of vintage color or something. So everything has become in the box, which I guess you've been leading the charge on in terms of remote remote audio solutions,

Rebekah Wilson

very hard to travel with the console equipment.

Toby Ricketts

Well, yeah, it's so true. And that's actually because I, I used to, I used to travel quite a lot. And I used to have a like a Neumann U 67. Or if you know that those were just like this one, but it's got a valve in it beautiful mics, but it needed the power supply is like this big. And it was just like trying to like put that in your luggage, it needed its entire own suitcase, and then it's like an the valve might get damaged on the way and it was just like this is not gonna it's not practical, practical. It's like that's one of the mics you just put in the studio and you leave it and in a controlled environment. So the 416 came along, and I was like, sold on the forensics firm for quite a long time. So yes, anyway, enough about me. Back to source elements. There's also a bunch of products that came up in the in the Black Friday thing that I and I was like, I don't even know what that does. There's like some like source source, talkback source zips. That's one of those two, what do they do?

Rebekah Wilson

Source? talkback is talking about hardware. If you if you put in your mind, like close your eyes, and what is a studio look like, right? You've got a console, you've got faders. And you've got buttons in them. So you would usually have built into that console a button that says TalkBack. And you could turn it on Hello, talent in the booth. Yes, that was good. Let's do it again. You know, in turn it off. And you back off it was. It's so true. We all do it, we all do it. And so that switch, as we just were saying more and more people are mixing in the box, you know, working on laptops or computers there and have a console. So we just it's a very simple like virtual switch that you can use with your keyboard to emulate that. Console switch says to talkback switch, very simple. But one of those things that says like, oh my god this works in it works because it integrated with your with your system works into the DAW. So you can you can use it to create quite complex switches. So for example, we made it so it also knows when the DAW is recording, so it would always turn the talkback off when you're recording to make sure that they weren't feedback or any kind. You could use it so that the client could use a switch on the on the phone so they could also communicate. It's not so useful anymore, because just the way that tension technology's moved, but it was very, very useful for a long time. Absolutely. Yeah. I really continued now. Yeah, right. But we're still selling it to people who know it's not getting upgrades but This habit if you want it,

Toby Ricketts

right, cool. I feel like like, the more and more we talk that source elements is really is really revolves around like these virtual tools and like basically coming up with clever ways to route audio within the system and to other people's systems. It's like that software bridge between what we're hearing how it goes into the box, and then comes out the other side. And it's like you've and not just not just that as a standalone audio, but how to integrate that within Pro Tools and within audition and all the different kinds of plugins that there are is would you say, that's a fair summary that that's that's kind of like where you sit as of lately?

Rebekah Wilson

Yeah, yeah. And this is all coming out of Roberts brain. Talk, he's like, you know, he he will be doing a job because he works with a sound engineer during the week, which is really important. We make sure he still keeps us you know, day job is at work, although he doesn't sleep. So he's like three day jobs. And yeah, he'll he'll, he'll give me a call at six in the morning. Okay, okay. Okay, figured out how to like bypass all those hard stuff that takes me two hours every time I need to set up a session. Now I can do it on one plugin. I'm not kidding. He's He's invented some incredible things. And one of them just came out again with the sauce Nexus sweet. So it's called sauce Nexus review, which is also really amazing for voice actors. So we're making a standalone version, what it will do that you'll run this application on your desktop. And the input will be your microphone, your good quality microphone, and then it will automatically route itself. You could either use it with Zoom, you could use it with sauce, Nexus gateway, you could use it with anything you want. And then it separates the sound and brings back the talkback of the of your clients or your producer, your sound engineer, and just allows you to then with a talkback built in, in its like a tiny little mini remote production studio. In one, it's really special. We need to do a dedicated show about it. Once we've got the standalone version. That's right now as a plugin, it's really designed for anyone using partials or working with an engineer. But it cuts down what would have been like, half an hour of like hard brain thinking to two seconds of putting a plug in on a feeder.

Toby Ricketts

That's cool. But you did be some configuration justice. Like you'd have to still tell it what your your your mic was, wouldn't tell what your mic is. Right? And that's it. And then it provides all the extra channels, right. So it's Yeah, simplifying. And yeah, simplifying that audio routing, like where it all comes back to again? Yeah, very cool. There's another one that I didn't recognize called Source zip. What was that

Rebekah Wilson

was it was fun. So again, take yourself all the way back to when the internet was slow. And computers were slow. And we were sending each other big files, and they take ages, those sources that literally does what it says it's that's audio video files to Bing, you know, up to a 10th of the size. And then you could send it a little zip package, and the other side would unzip it. And it would be then you could keep working. So instead of waiting for, you know, what was back then five or six hours for a transfer that may fail, I'm sure you remember the times when we had like, anxiety, is it a file going to be transferred or not, there are entire industries built on this, right? I'm transferring large files around the world. And to so we did that to alleviate the anxiety. And to make it really easy for transfer, it's just not needed so much anymore, there's still some pockets around the world who need it with their internet, they're still not so strong. So they really love it. But again, it's been built into source Connect for that's cool, we've transfer file transfer come into source Connect for now. So that's the other thing is all of these little tools that I'm telling you about, they're going into source connect or into source Nexus, you're going to be finally a company and you go oh, I know what they do. Because I've only got two products.

Toby Ricketts

That's the dream isn't it, is to try and get the wave of stuff down to a simple proposition where people understand what it is. I had a question about what happens with because I mean, we live in a world of pretty bountiful internet these days, like like you know, again, going down history lane and you know, trying to transfer transfer a gigabyte of data would have just taken weeks and now it happens so quickly. But if you're on like a slightly weak connection what happens with with the new source connect source like for if you're on a kind of a a dodgy connection like how do you you can't lower bit rate necessarily like there's got to be some kind of compromise Yeah, so how do you how do you solve that and then video coming up as well.

Rebekah Wilson

Yep, we have the gold standard of this again, like source Connect is used because you could guaranteed Recording, we guarantee the recording by knowing the status of the audio received from the other side. So if you're sending me audio, then I'm going to know on my desktop application again, because it's mine, it's not a browser, I have access to the lower level, I can see data receive data receive data received, oh, data missing, you know, ask for it again, and I've got time to put it back in. Or if there's no time, because sometimes it's it was like, last too long ago, I'll say, Don't worry, I'll do it later. But I'm gonna say that piece of data. And then once I finish the recording, I'll put it in, and then you play it back. And it's perfect.

Toby Ricketts

It's like the list of jigsaw pieces that sound magic. Yeah, yeah, that's the only ones that do this. Is that was that what has been called queue manager until now? Exactly.

Rebekah Wilson

Right. So again, this is built now into source Connect for as a talent, it just works automatically. You don't have to do anything to sleeve the software running. And we've got a little indicator that says, hey, things need to be happening, please don't log off right now. Or when you do go to log off, it'll say please don't log off right now. The engineer is still, you know, working with your data. But it's very tiny, and you won't even notice it. So it's you won't, what you'll notice is how happy your sound engineers. Yeah,

Toby Ricketts

exactly. Yeah. Because I've definitely I've encountered the problem, because I'm on PC, and usually studios are on Macs. And the fact that queue manager didn't wasn't compatible between the two. No, that's that's the right. But there must have I mean, there's must have been an incompatibility between, like the two platforms that they're built on, because they built on different different kind of infrastructure, for want of a better word on the different platforms. And they could kind of mostly talk to each other, but not quite, is that what went on? Or is it just you just at

Rebekah Wilson

the same time, but Windows and Mac, Windows and Mac are very different beasts, you know, they're just, they're just there. But you've got Linux as well, which is a whole nother thing, though, like you can you can write code, you know, that can be very simple. And you could run it on all of them. But at some point, your code is going to interact with your audio drivers, with your video controllers with your internet in the way that Microsoft and Apple in Linux in any other new operating system, their interfaces, they don't, they don't even are recognizable to each other. So we have this layer of like code, that's the same, but then we have to write a second layer of code, which is like much bigger, which is the interface layer. And that has to be different for Windows or Mac. Unfortunately, Windows 10, stopped supporting 32 bit code. And so we decided at that point, like, okay, that could take us a year to rewrite, or we put all the energy of source code for, and you're gonna see the output of that source kit for does have all of that support, you'll have, you'll have access to the queue manager, we just call it restore now, simply where it makes sense restoring, and you'll see this little animation. It's really cute. Yeah, fantastic.

Toby Ricketts

Cool. Well, we're, we're nearly done. I wanted to ask you this. I'll ask you the cheeky question now, because I've always wondered this. And it would be really funny if, if there was something to it. So you know, how when you go on to source connect, traditionally, and then you can make a test call? And you can like, do you know, stereo 44 One or whatever? I've always wondered, Is there a computer on somewhere with speakers, and you can go into it, and you're listening to all the things people say, when they go on the test? Because I wish that was a thing. Sometimes you go on, and it's quite busy, you have to wait for a slot. And it's like, it's just whoever gets on it. I imagine people are saying that. I mean, I've said the funniest things on there. And it would just be hilarious. Should be a podcast really? Well,

Rebekah Wilson

we could always do an April Fool's thing next year, when we, you know, we we route all of them together. But I know it's running on a headless Mac and on a server and, you know, we have it's really important to know we have very strict because security Yeah, clients you know, we're Hollywood won't work with us if we're not compliant. And you know, us listening to people's calls would be definitely,

Toby Ricketts

exactly yeah, yeah, it's I worked with a studio in Auckland, native audio, who are very good friends. And they were saying about all the like to get Disney certified or you have to just the layers of security are bonkers. It's crazy. Like yeah, it's just blows my mind. So

Rebekah Wilson

I always say that there's more money in Hollywood than the military.

Toby Ricketts

So final question, the future you've got Yeah, I mean, obviously the near future you've got these really exciting things coming up with source Connect for and source Nexus as is like all over the internet, the moment people talking about it, which is really good. But beyond that, what do you see as the kind of future of the company does it involve AI since everyone's jumping into that, into that game? What do you see happening?

Rebekah Wilson

I mean, yeah, AI is like saying, you know, do you want to use a knife and fork when you eat your dinner? It's more like, yes, the most convenient way to do that. I also don't like the word AI, I use the word machine learning, which is what it is, it's a machine learning to do tasks is machine receiving information from us. In order to do tasks, there's no such thing as what they would call AGI, artificial general intelligence that, to my mind, if I'm not convinced that will ever exist, I'm a skeptic on that. So what it is at the moment, it's a very clever algorithms doing what we told the machine to do. Here's some data, you know, analyze it, according to the algorithm that I taught you. There's no like, autonomous thinking going on. So however, what we have seen is the machine learning how to replicate voices, we know that's huge. We just saw what happened with the sag after strikes. And with a really, really positive outcome. I'm so glad. Also glad the strikes over I was in LA when it was over. And you could just feel the the light was it was lighter, you know, the air was lighter. Suddenly one was like, Yeah, I can work again. So I think it's great, it was really great was celebrating. So the other thing that email can do, aside from, you know, take our jobs, which I think is really, really small part of what will happen, will say, not take our jobs, but make our jobs more interesting and more creative and more exciting. So I you know, every new technology does two things, it creates an it destroys you, if you think about when the internet came along, you know, in everything from the perspective of Hollywood, it's like, they hated the internet, because piracy was possible on a massive scale for the first time. So what happened? It took them 20 years, but then, you know, Netflix and Disney, plus in Apple can't do streaming comes out. And now look, we have this extraordinary opportunities of so much amazing content being made and so much more work for us all. The Hollywood is, you know, the industry, it's bigger than it was in the 90s. Thanks to the internet, I believe the same thing will happen with machine learning, we just had to get over this hurdle of being like I'm afraid what is it going to do? You know, I believe that ultimately will just become an excellent tool at our service. And this is going to be a period of adjustment and have full maturity.

Toby Ricketts

Absolutely, yeah. There's it's only during periods of, of widespread disruption that you get those opportunities, isn't it? You know, let's look at the mammals and the dinosaurs. Exactly.

Rebekah Wilson

You know, if I was a voice actor, I would be researching, you know, how does this make my job? easier, faster, more efficient, you know, better. For example, I'm using a voice processor called crisp. And it uses machine learning to cut out sound. So right now you can't hear this. Right? You can't hear that. Nothing. I could have a machine drilling next to me and you wouldn't hear it. Because the machines learnt what is the contents of the human voice only let that pass to the microphone. I've been using it for two years. I got them love it. I can work from anywhere in the world. And I don't have if I'm not afraid of what's happening on beside behind me. Other voices get through because they haven't yet figured out how to train to my voice, which is what I'm waiting for the next version lips. So there we go. I want my voice to be trained. So then there's benefits, right? So as a voice actor, I'm going to want to train my microphone to my voice so that it can answer me, not replace me. There's one example. And I think there's many of them. I'm just one small person.

Toby Ricketts

Yet some that come up again, because Google meat has a little bit of that built in in terms of like, non speech noises don't really make it through in this YouTube setting off. And I've run several sessions with Greg for the brain to do like character noises and like death noises and you just see these people on screen. It's completely cuts out they're performing exactly because it's not. Exactly exactly. Yeah. Fantastic.

Rebekah Wilson

Well still sneaks, this actually will also pass all that to cool. Yeah, absolutely. Yeah. And that's

Toby Ricketts

that's a good thing that I liked that it is just the audio from your mic going straight into the system and then straight comes out the other side, you know, untouched which is which is perfect. Cool. Well, it's been lovely to catch up with you if we covered everything you wanted to Is there anything else exciting you wanted to talk about?

Rebekah Wilson

Probably just hope to see more of you at the one voice conferences next year. Yeah, We wish everybody a happy Thanksgiving. Today. Probably one in the US stuffed and lying on the sofa. So fun. We have Christmas coming up, which is nice.

Toby Ricketts

Yeah, it's a good time of year to for for catching up and and seeing people and eating well, that's for sure. So yeah, we're just coming to summer in New Zealand which is always welcome Well thank you so much for joining me and thank you for giving your time and yeah, look forward to catching up soon,

Rebekah Wilson

of course to the absolute pleasure

Chris Nicholl - the Imaging King!

Back in September, I spoke to an old colleague from New Zealand radio, and a New Zealand Broadcasting School fellow graduate!
Chris Nicholl is the owner and founder of Wizz FX, a specialist radio imaging, audio branding company working with some of the biggest broadcasters and brands in the world - the BBC, Capital FM, KISS FM, stations right across Europe and America.

We discussed what radio imaging is, why it is important, the process of translating a brand into a sound, how and why a particular voice is selected or cast for an imaging project, what is involved in being the voice of a station, how to charge for being the voice of a station or broadcaster, how some voice over artists sound better compressed than others.

We also do a 'demo session' and Chris gives the feedback he'd usually give to talent in the booth. More info: www.wizzfx.com

Here is the transcript:

Toby Ricketts

Welcome to gravy for the brain, Oceania and VO life. It's the interview series which goes behind the scenes of the voiceover industry and associated craft and find out a little bit more and get a chance to geek out a little bit in the world of voice. And joining me today is a total nerd of audio. A kindred spirit of mine. It's Chris Nicholl from Wizz FX. Welcome, Chris.

Chris Nicholl

Hello, thank you for having me.

Toby Ricketts

That's quite right. You're a kiwi expat. You're living in London actually - not London anymore. You were in London, right? I was. Yeah. And now

Chris Nicholl

I'm in the southwest of England. A Shire called Devonshire.

Toby Ricketts

Love it. I feel like we are at the cusp of doing a series of like, of Kiwis doing good things in audio overseas. So you're the first There you go. Welcome.

Chris Nicholl

Oh, cool. Yeah, I'll bet that you can get a you know, I'm probably the lowest point to start I'm

Toby Ricketts

gonna give us have somewhere to go. Now we know each other from the hallowed halls of the New Zealand broadcasting school. And that's where I think you kind of got into imaging kind of early. You've got a company called whiz effects, which is like the one like one of the best imaging country companies in the world. You service like clients all over the world, don't you?

Chris Nicholl

Yes, that's right. Yeah. So we have originally started with clients in New Zealand being an expat and has grown into we've worked with stations and faraway places as Iceland. But now yes, a lot of American stations, quite a few European stations, quite a few British stations, English stations, BBC and stuff like that. So yeah, we're, we're, we're in amongst it with some of the very big companies say we're quite a small company, but hopefully punching above our weight.

Toby Ricketts

Yeah, absolutely. Definitely. Definitely. So imaging, what is it? Because most people won't really send without imaging. What do you mean? Is that something to do with cameras?

Chris Nicholl

Yeah, well, I mean, this is the age old issue. I think, with all people who work in imaging, I still can't really explain this to my mum. And I've only been doing it for 20 odd years. So yeah, I mean, imaging is like the bits, I think, on a radio station that create the brand. And I think the word imaging is the it's it's not the right term, really, that's kind of what it's has been used. Because when you watch a TV station, and you see the little identifiers in between, either between ads, or maybe even just at the end of an ad break before the next TV show starts, whatever it'll have the logo won't and it'll say a little bit about what's coming up. Or maybe it's a competition or it's promoting another show. So those kinds of elements, but in a in a radio sense, obviously with just audio. And and some I think I, I think a lot of people that do radio imaging prefer internally to call it audio branding, because really, that's what it is. But yes, certainly I know that the the traditional name is what has stuck. But it's yes, just Sonic identities. I'm using all these other words to describe it that it probably also need to be unpacked. But But yeah, it's It's the voice of the station.

Toby Ricketts

Everything that's not like music, ads, or talking. But what kind of imaging basically, doesn't it? Yeah, yeah, yeah. Excellent.

Chris Nicholl

And collectively, I think on a lot of radio stations, rightly or wrongly, I, you know, there's not, let's not unpack that. Let's not get into that debate. But rightly or wrongly, it's often the thing that takes other than music, it's the thing that takes up the most amount of time on the station and commercials, has commercials. You know, you're looking at this as the radio imaging is the thing that talks to the listener the most. And so, it's incredibly important.

Toby Ricketts

And, like, Why do stations use it? If it's incredibly important, like, do you know? Sure? Yeah. Like, what, why? Why did they go down that route? And not just have the DJs and the music?

Chris Nicholl

Yeah, I think that some of that is a great question. I think there are opportunities for the presenter to say certain things. But it's also an opportunity to do and say things that you might not want your presenter to say. That could be a commercial message. Or it could be that you don't want the presenter to spend all their time talking about what's coming up, you know, and what other things are happening on the radio station. So that's where you could use radio imaging, perhaps to serve that function, but also traditional Traditionally, when we all had, and I'm old enough to remember pre digital radios and cars, you had the dial and you would just be going around trying to find you just see that little analog dial We'll move along, you might not necessarily know that you're on 92.7, you, it'll just be on sort of 92. And you don't know how far up or down. And so it was quite important, I think in those days to say the name of the radio station and the frequency that you were on, and perhaps communicate what sort of music you're playing between every song so that people knew what was going on. Now, you know, perhaps it's less needed in the modern era. But a lot of radio stations still use these junctions between songs or before or after commercial breaks, or in the flow of even sometimes in the flow of music or around a presenter talking to get away some key messaging, which will often be station name, and do that in creative ways. Right? It's not just, you know, I'm sure we'll get to this later on. But it's not just the station name, there'll be some, some creativity that goes into that. And musically, or, technically, whatever.

Toby Ricketts

Arguably, I guess it could be more important these days, because it's a much more crowded marketplace than it was back in the day. And so to differentiate yourself,

Chris Nicholl

I think also you're you're up against. And again, I guess this is why I think a lot of people, at least not externally, but internally, you're talking about audio branding, or Sonic branding over radio imaging is sort of a name for it now, because we're not You're not just competing with the radio station. On the other frequency, you're competing with Spotify, you're competing with podcasting, and YouTube and all other forms of media. And because everything's a fragmented, and so niche, I think it's yeah, you're right. It's it's very important to still communicate what it is that you do and who you are. So that people who are listening who might have just dropped in for a moment aren't confused.

Toby Ricketts

And I think, as you said, with podcasting, I think that's going to play and I see it playing more of a big role in professional podcasts, like you'll listen to like Freakonomics Radio, or I don't know, This American Life, and they have their own distinct sounds these days, and like, they have the same musical beats at different points. So it's like, you're kind of in their zone, when you're listening to it, which which differentiates it? You know, it makes you a better customer of that podcast, doesn't it? Yeah. Yeah. And

Chris Nicholl

I think it's an example I think everybody brings up but uh, you imagine, you think that McDonald's jingle that data that now I remember when they rewrote that, and it came out, and it was a full song, and Justin Timberlake sang, you know, had a had a hand in there with the creative agency. But even now, I think that was that was probably about 20 years ago, they just use the whistles or the butter. But but but sometimes just notes, whatever it is, everyone knows that that's McDonald's, right? Yeah. And I guess that shows the power of audio branding. Generally speaking, radio doesn't work in quite the same way. However, there are elements that are the same. And so sometimes you don't need to hear anything other than a sound effect or a voice might not even say, you know, BBC Radio One is a great example, here in the UK, they have a lot of different voices, but you just need to hear them say, one, you don't need to hear anything else to know that. It's BBC Radio One. And I think that, that, you know, this, there's power in that you start to be able to, to get away with less, more or less is more. And that's the real beauty of, of well executed radio imaging. So it certainly follows that same pen. And so it is, as you say, important, because it does bring people into a world. And you're sort of creating clubs, I suppose. And familiarity, and all of those kinds of things that I think are really important. And, and, you know, because you've, you've brought up Freakonomics and you, you know that they do these things in the specific way, and same tones and beats and whatever else and in Insane Places. It's instantly recognizable to you, you recall it. And that's, you know, that's a repeat repetition thing that also plays in in amongst making good stuff. And I think that you're right, that is very important in radio, because you are wanting to create this community with what you're doing. And and there's also there's an air of professionalism to that. I think that I think you know, if it was more haphazard. If only one product is very haphazard, that's fine, you'd understand that that product is a haphazard product, and that's its brand but if anyone else has has it as well, you start to get confused. So I think it's what a lot of people are quite laser focused on a journey and a sound and, and having it have this home in this community.

Toby Ricketts

Cool. Before we go any further, I'll play some of your work so that people can got to listen out for what we're talking about and nasty website by the way I think government you're on that brand new so hearing brand new stuff from from Chris's website with effects.com This is the CHR showreel off the front page

Unknown Speaker

thr DC sound like this

Unknown Speaker

is pretty cool

Chris Nicholl

Charlie xes selects the best song ever. Raising

xes FCX selects the ultimate playlist to soundtrack the big moments in your life. BBC sounds like 99.9 Vegas Chicago

Toby Ricketts

don't say nice combination. You can see the full thing on the front of the station there I'm gonna play a country one as well just show a bit of difference between the two

Unknown Speaker

your station could sound like JMG was number one for new country

Toby Ricketts

had cut out of that one, some great work there. It always sounds like imaging has got its own kind of sound itself in a way like it's it sounds like exciting and Sisley and like it's been compressed to the wazoo. Do you want to talk us through the like this the way it's come to that sound? Like, is there a competition for ear drums, like on the waves and you're trying to win it at all costs?

Chris Nicholl

I think that's definitely a perception. Yes. And I think that that's a you know, there's there's into technical, you know, music and advertising. And in podcasts, and even videos on YouTube and stuff. There's this thing about the loudness war that's been going on for a long time. And there are various measures without delving too far into it that govern what's allowed. Yeah.

Toby Ricketts

If people want to, if people want to, like go down a rabbit hole with that just search like the loudness wars on YouTube. And you'll find so much info about like, how compression has just changed the face of music and radio and lots of different things. But yeah, I digress, and

Chris Nicholl

also a lot about our listening habits and what it does psychologically to people. And and, yeah, so there's certainly a lot of guff on that, and you could lose yourself, as I said, it's a rabbit hole. But I think in radio, there are no rules and regulations yet that govern how loud you can be. And because of that, unfortunately, there can be a tendency to play into well, I need to make things as loud as possible, I need to compete with what's going on. But I think interestingly, yes, the stuff that we played is, is quite compressed. But actually, if you were to pull up the, you know, an alleyway face meter, again, try not to get too technical, it's actually still fairly dynamic in comparison to other things that are happening, right? Yeah. Yes, imaging certainly has this loud sound, and it's meant to sound exciting,

Toby Ricketts

and kind of edgy, it's got like an edge to it. You know,

Chris Nicholl

I was always taught very early on many, many, many moons ago, when we knew each other as young men, that the idea really is to create excitement, and to be bigger and more more edgy, then the brand itself. So you use some of these technical tools, compression and whatnot to make it sound a bit more exciting and sexy, I guess. Yeah. And you want it to leap out of the radio, because if someone has the radio, or you know, it's something that was told to me by an old boss of mine, and when I was in working in New Zealand, Christian Boston, he said to me, if someone's got the radio down quite quietly, you want the imaging to really kind of jump out just that little bit louder. So if you've got something's happening and turn it up, and so I guess I've just applied that mentality. But I think also there's this degree of, you don't want to listen to I mean, by all means, go and dissect and listen to the many minutes of reels that we have on the website, but it's not built to be listened to. In that way. It's meant to serve in between jobs, and

Toby Ricketts

I find it I find it quite fatiguing to listen to like on good monitors or headphones as it as it should, because it's like, it's like mainlining you know, castor sugar, like, it's just too much A little bit I noticed between songs and everything, so I've taken my head off to working with it all day as well, there must be some like silence breaks that needed we just sort of go into a quiet room and just rock backwards and forwards a little bit.

Chris Nicholl

A lot of become the matrix is a lot of I can make this thing without listening to it. Right I've made and now I'll listen to electro Yeah, that's interesting. I know when certain things and then just listen for the end. Yeah.

Toby Ricketts

I mean, I do the same thing with my voice stuff. How I can edit it without looking at it. You know, you get very good visual. Looks like you know, yeah, exactly. Yeah, exactly. I know, I did that take three times I can take them out, etc. So speaking of voice, you need voices in imaging? Generally, there's the voice free imaging, probably not because it needs to communicate some kind of language, doesn't it to get into the listener? Yeah,

Chris Nicholl

I think they just step back to that McDonald's idea. There are stations that do have like a sonic logo, or a jingle package they've had for years, decades, maybe. And so they can get away with just, you know, whatever. Their logo was just played with a few notes. That does exist, but I think a majority of radio stations have followed fashion too much and perhaps have changed too many times to have that in their back pocket. Yeah. So

Toby Ricketts

as the as the the victim of the voice has been cut from voicing a major network, it feels like changing every two or three years.

Chris Nicholl

Yeah. But I think I think you know, it is imperative for most stations. And you know, to go back to that example, I quoted before about BBC with Radio One, they can just say one now and people Narcos Radio One. Cool. That's not to say they don't I mean, they do still say you'll get usually BBC Radio One might be one BBC Radio One or whatever, you get some sort of combination of it. But they can get away with less than they want to. But it still needs a voice. Right? So yeah, you're right. It is important and you do need one or more.

Toby Ricketts

It used to be the day that like you did have like a voice that was the sound of something like I'm thinking of like John Sweetman in New Zealand hears the voice of like classic hits or something for just for like an institution, you just hear His voice and be like, Oh, it's a classic hits guy. Yeah, have you seen a move away from that? Where it is more of a potpourri of of either onstage or offstage voices? And are they changing quite regularly? Or are they still sticking with that kind of consistent sound?

Chris Nicholl

I think it really depends on the brand. And I think that a station like when I was in New Zealand at ZDm, I think we change the voice once or twice and I was there for six, seven years. We had a we had a consistent voice, but we added or removed other voices from that. Similarly, when I was at at Capitol here in the UK, we had one voice guy called Howard Ritchie who just was power, massive power. And he'd been on the station for so long that it's almost like if you take him away, you're taking away the identity of the station. So we would add in other voices around him sort of supporting team and we would change them occasionally. But then you look at a station like radio one or TCM UK, they have there's a multitude of voices going on there. And it's more about those stations, reflecting younger audiences, much younger audiences than perhaps something like capital, although I don't think that those that capital would like to hear that. I think they they would say they're aiming for the same audience. But I think that younger folk don't necessarily care about one person talking at them all the time or talking with them all the time, they got lots of friends. So they used hearing lots of voices. Whereas a station that is more of a classic hits format, or as easy listening format, might have one or two very solid, consistent voices that just are there over time and become a warm friend because that brands music is and that its personality or station ality is an old word that I remember from my broadcasting school days, you know, which is the personality of the radio station is such that you want that. So you keep you know, so a lot of the lot of the choices feed into that wider idea of who is the radio station? And by that, I mean, if you had to boil your radio station or your brand down to one being one person, who is that person, and what do they like? And then you'd reflect that by your choice and voices or voice or what have you.

Toby Ricketts

And I guess Yeah, so the gender and age of the person that's going to be dictated by the the sort of it's going to be appear of the target audience effectively, isn't it? Yeah, correct. Yeah,

Chris Nicholl

I would say that one thing I will say is, you might be you know, like my She probably killed me if she was in the house. And she's not. So I can say, my wife is a voiceover artist and she's in her mid 40s. Yet she's voicing for a station that's much younger. So I think it also comes down to the tone, you know, you might, you might he might be older, you might be young, but you might have a voice that is either before or beyond your years and therefore suits

Toby Ricketts

totally, like a character. Yeah, correct.

Chris Nicholl

Yeah. And I think the beauty of that is, with with bigger scripts in, in radio imaging, I will get on to this. And but it was radio imaging being what it is, sometimes you have one word to say, sometimes you will have 30 words or more to say, and something slightly more long form. But a lot of the personality will come out in the long form stuff. And so you're able to develop their character, as you say, and that spills into other things. And you learn how to say one in a youthful way. Right old way? Yeah, like,

Toby Ricketts

yeah,

Chris Nicholl

I guess that's the neck, isn't it? Ultimately, at the end of the day is learning how to be able to do that. Yeah,

Toby Ricketts

yeah, absolutely. So how do what's the usual process for casting voices for imaging? Is it something that you do as the production company or just the station cast, and

Chris Nicholl

it can be a mix of both. We have been contacted by some people we've worked with who have just gone, we're looking for new voices as part of what we're doing, who would you suggest, which is great. The problem can sometimes be that our clients have a traditional way that they've worked in the past for selecting voices. So that can make it difficult because they're expecting to hear the same five people that are always used or whatever. But sometimes, they'll have already cast voices. And so we won't have have a choice, again, tends to fall into the same sort of roster of people that you would usually hear when we have the opportunity to go a little bit more, not off piste. But certainly, we have more control over, you know, what the sound is going to be we've been given slightly more rain will look for voices anywhere in everywhere, I think, think Long gone are the days where you had to be a dedicated specialist at Radio, women. I mean, there is a neck to it. But it's it's coachable. And it is sometimes nice to work with fresh voices who don't necessarily fit the traditional imaging mold. Because you are either able to beat out, catch the mistakes early or the the tropes, the cliche styles of managing voicing early and kind of work, to move a voice away from them, or fresh like I sometimes find. We did. We just did a podcast branding package, actually for a football club, here in the UK. And it was quite good, the client had written a really great a really great script, you know, and then being people in the radio industry as well, you know that they sort of have a good command of how to write a good script, so is excellent to work with. But also they'd selected a voice that was perfect. And it just all came together. It was one of those moments where I don't know if we'd have done a better job of selecting it was just it just sounded so good. And but that voice I had never worked with never heard of before. And it's so refreshing. And I'm not so sure that this person had done a lot of traditional radio imaging before too. But it's, we didn't direct the session, unfortunately. But they delivered some really excellent stuff that was just a little bit more. Not informal, but it wasn't. It wasn't stagnant. It wasn't cliche, it just it just, it just had this lovely sort of natural feel to it. And it worked brilliantly. And I don't know the voiceover style was meant to be very over the top English movie trailer voiceover. So even when you you're taking the mickey out of that sort of voiceover style. I mean, you you instantly fall into a pattern that works. But it was just really fresh and nice. And I think there is a certainly a desire from us as a company. And I know from some of the other companies in our space to work with fresh talent and not work with the same four or five people. So I think we I have put out casting calls before. And unfortunately, we've not been able to go as far as we'd like on those casting calls. But you find some really excellent people when you're doing that. And hopefully you ever worked with them on another job that comes forward. But yeah, I think I think regardless of someone's experience, I think there are people out there that are looking for new You voices that are not the same. And the problem is once you get yourself an imaging gig and you become established, everyone wants you, which is great for the person that's got that gig. But it can be difficult for other people to find a lay again and get started and doing some stuff.

Toby Ricketts

Exactly, yeah, I imagined you would have seen like some trend in the industry towards sort of inclusivity and diversity, as well, because that's been definitely a trend, you know, in the American market, especially in other markets for advertising. Yeah. And also like a lean towards that more, like you said, the more kind of relaxed style like not sound like most of the casting calls come through today saying don't sound like a traditional voiceover. We don't want like an announcer read. It's got a you know, sound casual and, and conversational, etc. And would you say that applies to imaging?

Chris Nicholl

I do think that yes, I think people don't speak in the way that sometimes the audio we hear, especially in radio imaging, even some of the stuff that we're making, now, which I think is quite modern and fresh, people don't necessarily speak in that way. But I think it definitely there is a big angle and push towards being more natural speaking, even more like the audience. If you go back to the 50s, in New Zealand, for example. And the voices were almost British listen to these archival broadcasts. But that's not how we sound, we hear this. Depending on on on who you're talking to a lovely or horrible accent. That's what we should be hearing, right? We should be hearing our own voices on in media. And I think it was one thing I will say about the UK, which I really love is I can turn on any radio station, and I will hear a plethora of accents, you know, from all across the country, all within one commercial break or on one radio stations piece of imaging. And that's great. And definitely, as you say, inclusive inclusivity is, is has increased massively, you hear or hear all sorts of different tones and styles. And that's great. And as it should be. Because that's what life is like when I walk out my door, I'm going to talk to people just like that. So, you know, I think it makes radio more friendly. But also just generally media and brands more friendly. Because they are all like real people.

Toby Ricketts

And totally. So say someone gets this gig. Oh, and I was gonna also say, Is it important that people have like an imaging demo? Or would you discuss them from like a commercial or just from the rent this the reels on their site?

Chris Nicholl

I would, I'd be happy to cast irrespective of hearing imaging, because I have an imagination, I can hear someone's voice and go call this person, regardless of whether there's coaching involved. You know, for example, we many, what, three years ago, when we were launching our construct product, which is like a production service thing for radio stations, we were looking for a voice for our hip hop, brand or format. And I just all of the hip hop voices that I were hearing were big, sort of traditional American voices that didn't sound like their audience, they didn't sound particularly fun and friendly. Albeit we wanting a voice with a bit of attitude. Because you know, hip hop can be certainly quite an aggressive musical format at times. But we ended up finding a guy in South Dakota of all places, who was a friend of one of the guys that that I work with, who's he's a hip hop musician. That's what he does. He's a rapper. And we're just like called, can you read some stuff, let's have a listen to it. And it was, his tone was great. We had to do a little bit of coaching and working to kind of get it, like perfect and how we wanted it. But he just had this he had a sound his voice that we just couldn't find anywhere else that we got excited about. And I think that, you know, I definitely will listen to demos, irrespective of imaging being in there. And just is there a call tone here? Can I hear that this would work? Do I have a feeling about it? And I think that that's how a lot of casting works generally, anyway. Yes. They're looking for a specific thing. But if they have three voices that sound like that specific, whatever the specific sound there after they have three voices that meet the criteria, they're going to go on a feeling. I feel like this one's better or whatever. It is an unhelpful to have an imaging demo though because I think there are plenty of people in this industry that unfortunately don't have imaginations and they want someone they know has already done it before. So it makes their life a lot easier to just go here's the script reader done. Unfortunately, and and and I know there are people out there that will do imaging demos for people. We have done it before for a few voices. But I'm sort of I'm not sure I, that's the right way to go about it. I know we enter into a chicken and egg scenario where you want an imaging demo, but you don't want ever fake one.

Toby Ricketts

How do you get the work to get the work? Yeah,

Chris Nicholl

it's tough. Yeah, it is tough. But I think that's it comes down to relationship building, like anything doesn't. I can think of a few people I've worked with in the past, who haven't done imaging before, but we've just been chatting, and then suddenly, our Do you know what I've got? I mean, there'll be perfect for your voice, let's do it, and then leads to another thing. And another thing, and you know, a couple years down the road, they've done quite a lot of stuff. And bam, there's an imaging demo. Yeah, yeah. It's a long game. And I think, yeah, it is a long game. Yeah. So But equally, I know of people that have just gone out and got an imaging demo made and have walked straight into work. So it's, it's a really tough one. I hate to advise people either way. Because if but my personal feeling is, again, feeling is that I don't need to hear an imaging demo to know if it's a voice that I want to work with.

Toby Ricketts

So say people get their gig, what kind of things happen, what should people expect in a session, because I'm always surprised when I've done a few, like, especially when you're imaging something from the ground up, there's a lot of stuff to record, because your recording every permutations, pages and pages, and not just that, but like many versions of the same word, you the station, you know, you've got to, you've got to find a lot of new ways and different ways to say things in case they need it. So, you know, talk us through what goes on in an imaging session.

Chris Nicholl

Sure, yeah. So you'll have, you know, assuming you've got pages of stuff that's going to be long, you know, could be an hour or more of saying, very few words, but lots of times. And it's very much all bullet point, in my mind is when you know, when when I'm writing a script of imaging stuff, there are specific phrases and sayings that need to be said. And they're, they're constructed in specific ways. So for example, you'll have the station name, I don't know, let's say the stations called Yellow, I'm looking at yellow behind me. So you know, yellow, so you're gonna have to say, yellow five or six times, and even then you might not have said it, right. And you just got to keep saying it until the producers like, yeah, that's, there's a good one there, say it more like, you know, draw the O out of that yellow, or shorten that up yellow, whatever it might be. And there'll be that coaching and direction. And the tape will just roll the whole way through, you know, the amount of times I've done sessions where I've had someone say the station name 50 times, and ended up picking the first one. But you've, you've had to sort of work through a journey to discover what's possible with the voice as well, because it's an instrument really. But then, you know, from there, once you've said the station name, once, then you know, you've got, you've got that one in the bag, you've done, your 50 takes and there's one in there, that's perfect. You might then have to say versus yellow. It's through that process again, on yellow. And once you've kind of got the permutations of yellow, said, then you're looking at with, with her with Toby with Chris with lights with whatever it is. So then you've got to think about okay, so now I'm saying new words, but they need to work with old words that I've already said. So yellow, with Toby, so you have to think okay, with Toby, how many different ways can I say that, but when it's clipped out of that session, and put after the station name, will it work, because you're effectively creating building blocks, as opposed to saying it out loud, you know, the whole way through every time. And actually, you know, in reality, you know, those 50 yellows, maybe there's 50 versus yellow and 50 on yellows, maybe two or three are selected, and we'll be I tend to cut out of sessions, my favorite bits and save them separately in a sort of a database. And then I'm able to construct what I want to say with their voice, rather than having to get their voice in every five minutes to say specific phrases. Yeah. And so it becomes a almost like a toolkit database voice to use. But I will say that I have been in every job I've had, even though I might have the perfect take of yellow with Toby. If I've got a script that has something that comes after the with Toby like, on Saturday nights at seven. I'll still get the voice to say yellow with Toby on Saturday nights. from seven, and if they do a great tape, I'll use that tape. But if not, then I know I can go back and cut my favorite bits in and create the perfect read. And I think that that is the reason that the industry is gone. It sits in that way. And the reason imaging works in that way is because radio is an extremely last minute medium. So, you know, I'm going to probably find out today that on Friday, a client needed something, the client, it's not because we didn't deliver it, it's because the clients gone. Shit, I haven't requested that thing I needed on Friday, and I needed it yesterday, can I have it now. And we're not going to have time to contact the voice, get them to record, we're going to just have to make it. So I think that there's that sort of sense of immediacy and radio, that we can turn things around quickly. That means that, you know, the sort of industry has gone to that way where you create almost a database. And and I would say on that, I don't know if we if if we want to go too far into this. But I would say on that what you would tend to do with imaging is either do a buyout for a slightly higher rate, or you would do a license, your license your voice for a period of time, right, depending on the market and the size of the station, and etc, etc. Because if it's a small internet station, good luck. Yeah, say, if it's like a larger station that's broadcasting to millions of people, you'll be able to get a license, certainly.

Toby Ricketts

And how do they differ? So a license is basically a yearly fee, as long as my voice is the voice of your station in any way, then while you're paying me you must pay X Yeah, yeah. And then

Chris Nicholl

that could be, it may be that the agreement is something like and we have a few like this, where it's like, there's a fee monthly fee, you can have a page read every month, if you want. But if not, doesn't matter, use it or lose it. But if at the end of 12 months, you don't want to renew, you have to take my voice off the radio station. So there there are scenarios like that. But equally as my wife was trying to get into it. And I know lots of voices do that there's been smaller little stations or one off jobs, where it's a there's just a fee for this thing. And it will, you know, will cost you whatever the price is for this page. And that will be

Toby Ricketts

Yeah, yeah.

I mean, then that's kind of fair enough. If it's an it like you're saying internet station with like, 500 monthly users like it's it's such small fry that it's like, you know, it's not there's no economic model. That works. Yeah, you were going back to saying about like, you know, making stuff out of work parts. Ai voice is a recent addition to, you know, the world. Have you heard of, I mean, have you heard of any production departments or anything using those tools to sort of get things they otherwise, you know, they need the voice to voice them? They're not available? So let's just make it with this AI model. We've,

Chris Nicholl

I've not, and we haven't done it? I think there are there are two problems there. The first problem is, will the quality be right? And and the second problem, which is arguably more important is what's the legality around that, like, you know, I can record a session with you. We forget a word happens. Can I just Yeah, totally. Can I just I'll just upload the session and model it and I'll say it myself, and then it's done. But I think I mean, that's poor form of people are doing that, because I think most voices will go No problem. I'll just say that one thing, it's not a big deal. If it's lots of stuff, yeah, you know, pay for the session. Sorry, you forgot a bunch of stuff. But I sort of also Yeah, I think it's it's such a, or it's a tricky place to be. You know, my opinion on AI is that, you know, scary for a lot of people, us included, you know, we could all find that we are out of work. However, I think the people that know how to leverage and use the technology in a smart and creative way will be successful. So we do use a lot of AI tools, but we don't use AI tools for replacing the performances of real people

Toby Ricketts

and use it for creating new effects. And yeah, correct.

Chris Nicholl

And one thing I will say the one thing we have done with it is we had a job come in for a station and needed it to sound like a 90s house record with a preacher. And it were just we're finding it really difficult to kind of find the voice and to get the sound and also we didn't have the budget for it. So we used an AI tool to create this preacher men sort of not American,

Toby Ricketts

basically like a sample but you wanted to accustomed to

Chris Nicholl

effectively created our own sample using but there was a performance involved in that ultimate I performed it. But you know, the performance was key, you know, and if someone could have performed that better, than we'd have got that person to perform it, whatever. So becomes, as you say, it's an effect. Yeah, using it for an effect rather than replacing an entire industry or an entire person, because in that particular piece, we still had the station voiceover, doing station for sofa bed. So I think, yeah, there's a lot of legal ramifications for replacing voiceovers and using this technology. And I do think, ultimately, although it can be very convincing, looking at some of the scams that are out there using AI technology, I think people want to be interacting with other people. And when you listen to a radio station, or you are on holding on hold on phone, dealing with an automated thing, you know, it's a robot, you want it to be a person, or at least sounds so convincing that it's a person. And so I think that AI is not there doesn't replace people and human interaction, human connection. So I think there'll still be a big need for it. And I'm not aware of anyone using AI tools to replace voices in our space, or in eaten in. Like, just generally, the creative industries space.

Toby Ricketts

I have heard, I have heard of it happening in Australia, like, interesting. Andrew Peters, who's the one of the hosts of the Pro Audio suite, they did an episode about how he was the voice of a major network. And they said, we've we, we've, we've got this digital voice. Now, that's not a person, so we don't need you anymore, which is fairly blunt and brutal. But they might have a backlash. Who knows? Like it's, you know, it's people have got who've got good voices and know how to intuit things are hired for that reason. So maybe there's an X factor that they don't realize they'll lose until it's gone. Who knows?

Chris Nicholl

I wonder if you think about some singers and musicians who release sample packs right of light. So if they're a singer, obviously, it's samples of them singing things or, you know, a great guitarist might it really sample pack of this style of playing guitar. And I see AI as perhaps being a tool in a voiceovers sort of skill set of sure hears my voice modeled by AI that you can license directly from me and use and but if you want premium service, you'll get me to do a session if

Toby Ricketts

I feel like that's, that's the model that's evolving. And that that is happening as we speak. Like there was, you know, their voice models that was like only fans for voiceovers to use my Yeah, exactly. Yeah, I'll say whatever you want

Chris Nicholl

my voice get me to say whatever you want. But I think that that, you know, in all seriousness, I think that that is probably where we will all end up. Even Even people who produce things for radio stations, it will be okay. There'll be tools that I can use to create, it will make me more productive, but it won't necessarily replace me. Now, I know that voiceovers will feel that they can be replaced. And I totally get that that could be the case it could be. But if you are able to utilize that as a stream of income, then people will probably come to Toby for Toby's AI voice.

Toby Ricketts

Yeah, yeah. Okay. Hopefully, we can only hope. Yeah, well, should we dive into like, showing people what a imaging session kind of sounds like in terms of giving different options for different lines. And that kind of imaging sound like, like I said, I've had, I've been the imaging voice for a few stations. And there's kind of a certain place that you have to put your voice, at least for the traditional imaging sound that we've been talking about the kind of balls to the wall. exciting thing. And there's also the thing, like, and I've, this is kind of geeking out of it, but there are some voices, or certain like approaches to voices, which compress really well, and others that kind of don't. And it's I've never quite been able to crystallize why that is for some voices, they can press really well.

Chris Nicholl

It's all about dynamic range in the deliverer. If the voice has a very dynamic delivery, it can be difficult to it's not impossible to

Toby Ricketts

control with a compressor. Yeah, sure. Yeah. CPU doesn't like you because

Chris Nicholl

you're loading up 500 instances of ligands to kind of flatten it out. Yeah. Voices just have this rounded delivery that is consistent, makes it a lot easier to make them seem seem bold and yeah, and

Toby Ricketts

self compression. I've heard it where you can kind of use your voice to kind of you kind of like by using the muscles in your voice. You can kind of push push the voice you know, and make it like quite flat like it's like it's had a first layer of compression or anything

Chris Nicholl

It's not like spewing. Exactly.

Toby Ricketts

Yeah, exactly. I will hopefully we can get close to that. And this without me actually obscuring everywhere. You and we've got it, we got a demo script here. I'm just going to put it on screen there. Hopefully, you can see that. And yeah, I'm just gonna hone into it. What genre should we start off with? To say,

Chris Nicholl

Well, why don't we start with the genre that says actually is sort of, you know, it's like an easy listening station, you know, we talk instead of female skew. You know, probably sort of mid 30s to early 50s. sort of thing.

Toby Ricketts

Nice a nice.

Chris Nicholl

So, so, so warm, inviting, but not I don't think it needs to be big smiles. I think it needs to be a hint of friendliness to the delivery. But again, I like to say, do a big smile when you're saying things but don't necessarily try to like you know, like I'm smiling while I'm talking to you and I think that comes through in the sound of my voice. But I'm not necessarily going so far as to laugh after everything that I'm saying. It make it sound cheesy. Yeah. So it's just trying to reflect that warmth and energy while being happy

Toby Ricketts

cool, Okay, nice. I'm gonna do the first four lines and I'll give you like an ABC on each of them me personally works works quite well on sessions all right.

It's work paths. Bay easy. Bay easy. Bay easy. On Bay easy. On Bay easy. On Bay easy. This is Bay easy. This is Bae easy. This is Bae easy. Good times. Sounds like this. Good Times sound like this. Good Times sound like this.

Chris Nicholl

Yeah, so my, my instant thought is, as we're sort of getting towards the end of that you started to get a little bit more actually quite like the slightly more intimate sound. But I wonder if it's almost too much enunciation. Like they the words I think easy almost like one word. Yeah. Right and capitalize on the on Basie and that this is very easy. I think the bay easy wants to be a little bit more linked. But I'm okay with the joining words not being but I think with good times sound like this again, let it roll through. Don't worry so much about that diction between the times and the sound.

Toby Ricketts

Yeah, sure. So like read through the grammar a little bit

All right, let's give it at least given Alicia Basie be easy. Be easy. On BZ on Basie. On Basie. This is Basie. This is Bae easy. This is Basie Good Times sounds like this. Good Times sound like this. Good Times sound like this. Good Times sound like this.

I hate when you do a take and you realize that you've gone against the direction you were just given.

Chris Nicholl

That for me, is much nicer. All I would want to do in a traditional session would be like, bang on the tone, loving the warmth and stuff. But we just love a slower option. Which is difficult because you don't want to break it up too much. But just simply bring the pace down a bit.

Toby Ricketts

Yeah, exactly. I say everything slower. So instead of like,

Chris Nicholl

just jointed not like this

Toby Ricketts

is PE easy. Yeah, slowing the whole thing down. This is a easy, like, yeah, you

Chris Nicholl

got it. Yeah, you're looking to not break it up. But still. Yeah.

Toby Ricketts

Cool. If we were doing a more like a format, more like BBC Radio One, or one of those edgier formats. And let's go to one of these, like, the weekend jam or the request show, we'll do a couple of those which are in that style. To try and sort of conjure that that energy and throw it through more energy at the mic. See what happens.

Chris Nicholl

Yeah, yeah. And I think yeah, it's going to be brighter, isn't it? It's going to be you don't necessarily need to smile quite as much because you want to be a bit cool. Or you don't want to be unfriendly. So it's, it's that you know, I'm smiling way too much for it. You just want it to be sort of, it's sort of a half side smile rather than a full. I'm really happy about what I'm saying.

Toby Ricketts

Yeah, cool. All right. Well, give it a go and get your feedback afterwards.

The request show the request show the request show, weekends, weekends, weekends, the weekend, the weekend, the weekend.

The weekend jam, the weekend jam, the weekend jam clipping over there. Apologies listeners, I think you

Chris Nicholl

can go two directions with us. And I think you could either go, depending on the style of the youth brand, you could either go like more up. So from where you've gone slightly more up and a little bit more energetic, or you can come down and be I'm even cooler and don't care. Yeah. I think let's go up a little bit more and be a little bit more like Yeah, I'm pretty excited about this thing. I liked that the diction wasn't absolutely perfect because it's natural. So yeah, I'd love to hear it slightly more sort of upbeat. Not like you're getting you're not happy. You're just like, yes, the request show like I'm talking to my mates. Yeah, thing.

Toby Ricketts

Yeah. Cool. Awesome. And it was it was interesting. I just realized that because I could hear myself clipping in my headphones. Like, I didn't project as much which affected the performance. And that's something like for talent to note that, like, if you ever hear like, it's good to like, give yourself like 12 dB of headroom, so that you can go there if you need to, like in terms of projecting, I just thought I'd mentioned that while I was in the moment. All right. So we'll take it up a bit. And I'm gonna turn my game down a little bit. All right. The request show the request show the request show. Weekends, weekends, weekends, the weekend, the weekend, the weekend. The weekend jam, the weekend jam, the weekend jam.

Chris Nicholl

Yeah. And in some brands would push even further, I wouldn't I personally think that that's kind of on the money. And what I like about that is, you know, especially with a lot of these younger brands, you might be chucking in samples of songs and things that they're the audience is familiar with. I hate pop cultural references, because we're not talking Family Guy and Simpsons drops, which is a trope, isn't it? Yeah, I mean, like that it's recognizable to the audience, and then to have the voice stick out with a kind of, you know, yeah, you know, this thing's happening. Cool. Yeah, I think that's quite powerful. And if you'd have taken it down, and be much more kind of, I really couldn't give a shit.

Toby Ricketts

Yeah. Which is like some of the BBC stuff, you really hear that coming coming through. Absolutely. And that

Chris Nicholl

works for a format, like a youth format. But it can also work quite nicely for a rock format. But again, it will vary. There's a station here in the UK, absolute radio, and they have comedian guy who's like very over the top, bah, blah, blah, blah, terrible imitation of his voice and accent. You know? So again, it really depends on the what the personality of the brand is. So we could we've done what we've done that might not suit any of those stations, they may have something else in their mind entirely. Yeah. And I know that actually. So I was gonna say, you know that like, for example. My my first job that said in, we were very much we started leaning more down a comedy angle, and we had like a female voice over Georgia who was quite cool. And a vote that sort of

Toby Ricketts

Scots very cool. Yeah, had like the smoothness. Yeah,

Chris Nicholl

it was cool a bit of attitude than we used to go through, who was just, he was there to say the snarky stuff and deliberately snarky and deliberately stuff that's a bit sarcastic. And he had that tone. That sounded sarcastic, but we would never direct him to sound cool, more upbeat, because that wasn't what we were after. So it can, you know, whereas that capital, with three voices in the brief was just sound call, you just need to sound shut hot all the time, everything we do, whether we're giving away a car, or we're giving away a car mat, it needs to sound like the best thing ever. And that was what we would do. So it can really vary.

Toby Ricketts

It's worth noting as well for talent that might get themselves into a imaging session. And even just from doing those four lines in quite a high P like, and you say, like I probably would have been produced further at some stations, is very fatiguing. Like, you know, I wouldn't do that for more than 20 minutes without saying like any a 10 minute break. So don't be afraid to ask for breaks when you're doing it because the temptation is to keep pushing it and at that point, you will be useless at about 40 minutes and lose your voice for a couple of days. So don't be afraid to to ask for breaks.

Chris Nicholl

And I think the only thing we probably didn't touch on there was in you know, seasoned professional like yourself wasn't doing it. But some voices can fall into this pattern patterning. I'm saying a thing. Now I'm saying another thing. Now I'm saying a third thing. Now I'm saying a fourth thing with the same inflection and that is something to really be aware of As you want to be mixing, how do you mix the inflections and the tones up while still being in whatever the box is that you're being directed to hurt? Absolutely, that is that's hard. Yeah, absolutely warrant that that's a difficult one. And it takes experience. But I also think it takes someone who is directing you to spot it and say, Hey, can you just try an inflection that's more like X or Y.

Toby Ricketts

X, like I was trying to, like, visualize it. Like you have like sentences that ended up and sentences in the middle, and then once and then down. And like, if you actually, like, you know, you imagine it is like singing notes going up and down. And it's just a case of coming from new shapes that you you've always, but yeah, it's a very good skill to learn as a voiceover artist. Cool. Well, we are pretty much out of time, but it's been fantastic to chat and get really, like surgically precise on this, this fantastic genre of audio branding. I'm gonna call it from now on Thank you. needs every brand,

Chris Nicholl

as you say it to clients, like I want in the gym. Yes, yeah. Yeah. What do ya branding?

Toby Ricketts

Yeah, cuz I did have a question in there about what like, what's the difference between sound design, audio branding, music production, etc. But I guess they're all variations on the theme.

Chris Nicholl

Yeah, totally. I think probably, if you are not from a radio background, music production, sound design, audio branding, makes more sense, Sonic identity. All of that makes more sense. If you're from a radio background, it's radio imaging. And, you know, we find that depending on what client we're talking to, will depend on what language we use. Yeah, absolutely. Thank you for having me. It's been very good. I'm glad I

Toby Ricketts

can help. Yeah, no problem at all. If you want to check out more of the work and I encourage you if you want to get into the genre, it's all you have to listen to what's out there right now to hear what's expected. And like if you can do it like that's, you know, if you have a if you want to make a demo, in your studio, then listen to the sub. It's hard to put together I will say that making your own image and demo almost impossible. That's why there are experts like like Chris in this world.

Chris Nicholl

With these make sure if you do make it you make it an imaging demo, we'll get an imaging demo made provide references to the person making it so that you don't end up with something that doesn't sound like where the fashion is currently.

Toby Ricketts

Yeah, absolutely. Yeah. So you can find Chris's work at with effects wizzfx.com and encourage you to do so but it's been wonderful to have you on the podcast. Thank you for coming along very much. Very much enjoyed it.

Which file format to supply your voiceover files in? Tip #4

As a voiceover artist and a sound engineer with over 25 years experience, I now have a pretty good idea of what works and what doesn’t when supplying voiceover tracks for any kind of recorded media.

I’m doing a short video mini-series on the top 5 things that will improve the experience for both voice artist and audio / video producer! Today - number 4 - File formats.

There is a best practice in which file format to use for which purpose, and in this video I share my screen to show you how it is done. The final episode in this series is up tomorrow...

Transcript:

Hi, everyone, it's Toby Ricketts here coming to you from inside my computer today. Now this is number four of a series of five mini episodes of VOLIFE, about the top five mistakes that voice actors make when submitting their final audio. So if you haven't seen the other four, then do go back and watch those as well today. Number four is file formats. The way you submit your audio to an engineer is relatively important with file formats. Okay, there's then it's pretty simple. There's really only sort of two flavors. When you're doing auditions. The quality isn't that important. Sometimes it is. But I mean, often you just want to send that out and it gives people an idea of your voice and then they hire you if they know if they really like it. So you're fine to go with mp3 for that. So let's just record a little bit of audio. Hello, this is my audition submission. TobyRicketts voiceover there it is. So now we go Save As we bring up this save dialog which has appeared on my other screen. I'll bring In here, you want to save that in your demos folder. I always advocate having a demo folder here, which is there 2020 demos. And mp3 is the file format you want to select. Okay, now this just call it something random. We'll just call that like a demo here. Now, it gives you options here the formatting. This often confuses people. 128 kilobits per second when you're in mono is perfectly acceptable. It's it's pretty much CD quality, but there are a few sort of flaws. So 128 kilobits when you're in mono is a really is a really good place to be a little bit. Listen, that's okay, I wouldn't go lower than 80 and there's no point going 100 and higher than 192 kilobits are when you're in mono, and I say that because when you've got stereo, of course, you're compressing two channels, so half the bitrate on each of them. If that makes any sense. When you are sending your final audio (i'll cancel out of that), I'm not going to save it. Let's say this is your final Audio recording, take one, you are going to clean up your takes. As we found out in the last episode, make sure you silence those breaths, all those mouth clicks, maybe put some beeps in. If you want to like this, take one. And then when it comes to saving your final file Ctrl Shift and s on most programs to save it, you can save it in the appropriate now I always put jobs under, under client name in a jobs folder because it's really easy to find them later on. And then you can put this, you can like we said in the other episode about naming files, it's really important to put your name, the client name, the project, how many takes you've done, and whether it was a session or a while takes and then raw or processed and then the date - sounds confusing, but go back and watch the following one if you haven't already. Then you can put the file name in there which I'm not going to do and then select WAV uncompressed is what you want to do you want to say this is a WAV file, there aren't really any, any format settings with this. I wouldn't touch those ones because it's literally just recording every little bit of information. Unlike mp3, which is compressing it, it's lossy compression if you're interested in audio compression, so not audio compression data compression, then do a search online about lossy compression versus lossless compression. So WAV is uncompressed, it's the best quality, this is what engineers are going to want from you. Because then they can go to work and do all the stuff they want and there won't be any loss of quality with subsequent generations. The other options, you have other sample rate, I'll do a series on this in the future about different sample rates. I usually stick with 44,100 hertz at 16 bits just because that CD quality, it's it's applicable to most things - 48 kilohertz is when you start to get into film and television and they'll ask for it if they want it specifically. But I would stick with 44.1. So that's the basic rule of thumb if it's a demo then mp3. If it is final audio, send that as a WAV And that concludes today's lesson. So hope you guys are enjoying the series. There's one more, which is coming out tomorrow and we're going to talk about it's going to be a surprise. So yeah, I'll catch you guys tomorrow. And do go to my blog if you want some more information at TobyRickettsvoiceover.com/blog or follow the volife channel, here on Toby Ricketts on YouTube. Thanks, guys.

#VOLIFE - Episode 3 - New studio setup featuring the Asus ZenBook ProDuo

On today's episode we look at Toby's brand new premium voiceover recording setup featuring the most recent laptop from Acer - the ZenBook pro duo. Toby shows the productivity gains to be had with 3 vertically stacked screens, as well as his audio setup with the Arturia Audiofuse and Native Instruments Komplete 6 interfaces and how things are routed through his setup.