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.

Interview with Voices.com's CEO David Ciccarelli on minimum project budget drop...

In this special edition of VO Life, I talk to Voices.com CEO David Ciccarelli about the announcement to drop minimum project rate to $5, and the issues this presents for Professional Voiceover Artists. See below for Transcript.

Toby Ricketts

Hello and welcome to vo life with me Toby Ricketts a special edition of vO life today actually, we're talking to David Cirelli, the CEO of voices.com, the world's largest voice over marketplace or pay to play as we like to call them. Recently, they had a bit of a bombshell press release, when they said they were going to drop the minimum project fee from 100. US dollars down to five US dollars, which is a pretty contentious move for voice talent. The race to the bottom, as we've always said, maybe upon us. So thank you to David to come and ask some questions here on the podcast. Hey, great to be here, Toby. Thanks for inviting me on and Yeah, happy to cover that and the rationale behind the decision and kind of what some of the other, you know, facts on the ground that we were seeing. So yeah, let's let's do it. Fantastic. So I mean, you know, voices.com has, has sent out these kinds of messages before which have suddenly sent ripples through the voiceover world, there was the acquisition of voice bank, of course, like back back in the day, there was there was a bit of sort of bombshell news with the sort of the double dipping saga as it was called, where I think you had a sort of a few people within the team that were taking more of the NFS Share that kind of thing. And that was all kind of dealt with at the time. And also that there was a recent announcement about the platinum plan, basically being devalued in terms of like, you weren't able to access everything on the plan anymore, and you didn't really get much more for that money. But I don't think we we talked about the time, it's also got a lot of positives, like it's, I'd say, you've got the best platform on the market. You know, you've been out there for the longest. I like the fact that you're the ability on voices.com to set your own rates, like even if the jobs posted for like $100, I can go and post $500. And I've won jobs like that, well, you posted way above the budget and still instill one, which is which is fantastic. And and you've got such great reach into, you know, the clients and lots of beginner voice talent. But this latest announcement came as kind of a shock to me. And I know when something bigs happening, because lots of people email me and say, you know, this is a huge step backwards, like you know, so take us back to sort of when this when you first started considering this because like the $100 mark has that been since the beginning? It has been since the beginning is actually

David Ciccarelli

when we started in 2005 is actually when we incorporated and we had actually kind of started up the company the year beforehand. And one of the things I had done was connect with a number of coaches and one of them was James all Berger from voice acting.com and asked him Hey, what is it that we might be able to do differently on voices and he's like, listen, every year, from the union, to professional industry associations,

everyone's tried to fight, if you will, to maintain professionalism and a certain kind of threshold, if you will, for rates. So why don't you just have this entry point at 100. So I'll certainly credit him with kind of being the catalyst of us thinking that way. But you know, here we are going on almost 20 years later that this is all we've been doing is running this online marketplace voices.com. And I think some some things have changed, I think in the industry. But what prompted it, then is maybe a different reason of what was I think important facts of how kind of the industry worked back then. Whereas maybe it's you know, we've recognized that it's changed now and kind of going forward. So maybe for those kind of watching and listening, there's really two parts to voices.com. The one that we've always run, we call it the talent marketplace, it's where, you know, talent, like utopie are well familiar, a client comes on, they post a job. And then we match those job requirements up and invite the most suitable talent based upon the information really that's in your profile. And then of course, you reply with an audition and a quote. And so part of that job posting has actually been to the client would specify a budget, so that initial budget range was, you know, 100 to 250 bucks, and then it kind of goes up in increments from there with the top budget being 10,000 plus. So that's worked really well for all of these years. And I think what we then wanted to create, you know, almost like flip the model on its head, what if there was another way that clients could hire you as a talent? And so to complement the talent marketplace, we have a project marketplace where now talent, have control over creating a project listing that includes Yes, here's a sample of the work, but also a description of the work that you're going to do and the price so now clients can browse and buy if you will, projects available that for purchase that a talent would fulfill and the project IQ listings, which was just launched the summer of 2022. Later in the summer, and the project listings, you know, kind of abided by this same $100, minimum. And talent had kind of three tiers of pricing. So let's say you have a, you know, a radio commercial project, you could have almost like a good, better best type pricing, what we call essential, enhanced, and elite. And you can start at 100. But some people started at 200, or 300, and kind of go up from there. And what I think one of the things that we realized very quickly, and what we observed in the market, and clients telling us saying two things. One, I can hire the same talent on another kind of gig style marketplace, where they also have projects or gigs, if you will, at a fifth the cost of let's just call it a fraction of the cost. So why is that the case, the other situation we are running into is, there's lots of times where clients wanted like something very, very small and limited in scope. And so there wasn't really an accommodation for, let's say, a kind of a personal use phone system greeting or a funny voicemail being laughed, I mean, these are not the kind of bread and butter of what we do at voices, but there were requests that were kind of coming up. And then And then the third one was us realizing that there's actually been more clients will initially talent signing up and kind of Southeast Asia, and clients looking to hire them, where we have the good fortune of living and working in Canada, US, New Zealand, Australia, UK, where $100 us is, is you know, kind of reasonable for many people in the world that is just out of reach to pay for production. And for kind of a small project of them themselves are kind of just getting going. So we kind of looked at the competitive landscape, kind of the customer feedback, or the customer feedback, as well as the kind of global realities, and really asked ourselves, is this the best thing to kind of continue upholding going forward? Or is it actually can we solve some of these other needs, by kind of getting rid of this arbitrary $100 minimum, which was really centered around kind of like that really centered around an idea that I think we've grown grown beyond?

Toby Ricketts

Okay, so just to take those those points? Because I feel like there are like, there are different ways to solve some of those problems like that I would have maybe you can talk through why you didn't decide these, but like, small jumps factor, I mean, you know, there are stores you go into, like if you go into like a fairly nice restaurant, and you ask, you know, can I just have an apple? Like, they're probably they don't stop that kind of thing. They're like, we'll go to the grocery store next door. Like there's a, there's a kind of an appropriate place for certain amount of products. And I think maybe did you did you anticipate some brand damage, because voices.com has spent a long time saying, like, we've we've got the best voice actors on our platform, with industry leader, we're not going to lead to the race to the bottom, you know, they put a lot of effort into that messaging. But for a lot of people that suddenly come true, and they're kind of like no, this that has been the rest of the bottom. And I feel like you could have offered the small jobs with like a subdomain that's like voices light or something. And it's like, literally just the tiniest jobs, perhaps it's for talent that are inexperienced, and there's like a place like a training ground or a sandbox that they can kind of play in and you keep this premium voices.com product for your kind of like higher paying clients. Was there a reason that you didn't decide to split those two proposals if you'd like to the clients? And

David Ciccarelli

so we find that clients often start with a small project. Because and you know, we call it the trust sale, right, the clients got to trust? Is voices even the right place for me, when they post a job? Are they even gonna get responses? Am I gonna get responses kind of within like a reasonable, you know, a price range for the scope of work and what they had in mind? And can the talent actually deliver on that? So the there's definitely a track record, I'm going to call it a like a pattern of behavior, where clients start small and then grow large over time. And so to further prove this, oh, we actually ask clients, hey, are there ever and we have a whole research team that kind of tries to uncover answers to these type of questions? And the question was, do you to the clients who conducted the survey? Do you ever hire talent for under $100? And what we discovered was a 30%. So call it a third of our clients and these are existing clients, from time to time do hire talent from under $100. So did we want to be the pool At least they could kind of do some of their work, not all the work because as soon as they but or rather, would we, let's be that definitive destination the go to place where irrespective of the size of the project small or large, you go to one site, and you can you can get that done. But you couldn't have done it was kind of the reason, you know, we wanted to talk to the clients to know if they if they have other work? And the answer was yes. And then but they weren't bringing it to us because of this, this kind of threshold, which often means whether it's an existing client, and then you have to think well, there's probably new clients out there that are maybe just, you know, doing something for the first time that we're literally putting up a gate or a roadblock for them to even engaging and they never have the potential to grow up to be some of the most recognized and most frequent job posters on voices.com.

Toby Ricketts

Yeah, I mean, they kind of make sense, but I still feel like there there would be like, rather than just just lowering the entry point, you could kind of put up some some, you know, some some barriers to say, look, this is this is special pricing for whatever reason to get you on board like a loss leader effectively. And then once you know we've we you get into the professional talent, you can do this, but this The insinuation that the optics, I think of this decision was like that it's muddied the waters, that suddenly it's like we've got the best professional voice talent and you can hire them for $5. Like the actual you know it, you've got to be very careful with your messaging around where that sets, you know, why this decision has been made? Because it does, it does worry us, you know, a voice talent that use voices.com. That, that is kind of starting to get brand damaging, because we don't want to be associated with like the bargain basement kind of version, you know,

David Ciccarelli

so So let's talk about how the budgets even are determined. Right? Right. So we discussed the project marketplace, where the talent are actually deciding what the rate is going to be. And if you don't want to list a project at all, then I, then you don't have to, if you because you don't want to put any pricing information out there, then that's certainly up to you. If you want to start at, you know, 200 or $500, for your project listings, and let's be clear, these are only non broadcast jobs that we're referring to. If you don't want to get into, you know, if you want to start your price points much higher, then that's certainly, you know, certainly up to you as well, too. So we're not, you know, we're not marketing $5 or anything along those, those lines, it's actually would be the talent kind of listing that themselves. So so that is the project marketplace. Okay, so

Toby Ricketts

the $5 only applies to the project marketplace, it isn't in the audition kind of the traditional sphere. I'm

David Ciccarelli

not as of yet, but that we did put that in that email that that we want to have that as a opportunity for clients as well, under certain circumstances, which would be non broadcast. But even even still, even still, Toby, how does the client even pick a budget? Well, there's three ways that you know, when they're filling out the job posting form, that they actually pick a budget, it used to be just a little drop down menu. But now what we've done over the last year is we have what we call a budget recommendation tool, because there's been a lot of calls for, hey, you need to voices.com needs to educate the clients on what the fair rate is for said project. Well, as they're filling out the form, we're learning about the category, the length, the use, kind of any licensing means they might need. And so when they get to the bottom, behind the scenes, what we're doing is we're looking up all the comparable jobs, and saying, here's the going rate that a talent actually was hired for, for a job that looks similar to yours. And here's the average number of responses that you can expect to receive in the next 24 hours. So this is what we call a project recommendation. So it the system actually defaults to that being selected. So of course when we're not going to be defaulting to the low end of the budget $5 to 249, because in most situations, the actual going rate was higher than that. So we're using our own, you know, the talents, activity on the site for what you guys quote, as kind of like feeding it back to the clients to say here's the here's what the going rate is. So that's the budget recommendation. Then we have the budget range, which again just kind of goes up in those brackets. We didn't we felt it was best not to create a distinct bracket of $5 to $100, but rather Just extend the entry level point, which as you said, there's title clients or just pick that because it's the first one, but then quote, cool higher, and they're going to those who are considering quality first and foremost, like most clients do, when we ask them, What are you listening for? How do you make your hiring decision, it's always the quality of the voice is like, far exceeds, you know, saving a few dollars in here and there, that's, that's not their primary motivation. So that's the so that's the budget range, they can pick any number of them kind of disregarding the recommendation. But we also believe talent will kind of set the client straight, if you will, if they're like, look at you've got way too many words, way too much word count here, or, you know, the effort is going to be huge. I can just tell because it's a, it's a medical read, it's a technical read, okay, the talent will kind of course, correct the client if they happen to pick a lower lower budget. And the last one is like a fixed fixed budget. So if the client says comes and says I only have it's a, it's a scratch read, or it's for a student film project, or whatever the nature of that kind of use case is, and I have 50 bucks, well, now they can actually go ahead and get that kind of get at least have those auditions kind of come into them, for those who are interested in doing that kind of work at that range. So that's, I think, a really important distinction, having the awareness for the talent community, that we have a budget recommendation that basically is a self reinforcing loop. It's the amount that actually the work is getting hired for, we kind of, you know, feed that back to the client and have that as the default. And over time, what we've seen, and it's lives out this notion, you might have heard me share before this notion of shared success. Over time, what we've seen is that the more successful kind of on a job by job basis, the average selling price is kind of the numerical are the metric that we look at, the average selling price has actually increased across the board. So the better the talent do, the better that we do as a platform. And therefore, that's how we're living out this notion of shared success. The budget recommendation is just an example of, of how we do such a thing.

Toby Ricketts

Okay. Yeah, I mean, pricing, voiceover is, is one of the hardest aspects of being in this game, like because, you know, new talent come to me all the time saying, I don't know what to charge for this, you know, so it's, it's like, there are rate cards out there, there's the gravy for the brain rate card, there's the GVA, there's, you know, that there's a few, you know, rate cards out there, the voices don't come one over time has kind of, like I know it, you released a new rate card and a head broadcast, it's quite low. And I remember getting in touch, and then it was subsequently fixed to sort of, you know, to boost it up a bit, which could have been just an oversight. But like, it's, it's one of those things where you, you are striking a balance between, like clients, on the one hand, who obviously want a good job done quickly and cheaply, you've got new voices as well, who are coming onto the platform, they're inexperienced, so they usually like to charge less, because like, that's, that's generally the way you sort of get into an industry is by going in sort of like, and doing it for for less than someone that with 10 years experience, and then experienced voices, of course, you do this for a living, and we're on there all the time and, and use it. And like, you know, they all like so you've basically got this the center made up of those two people, those three people who, you know, want different things. And like the point where they will meet is effectively kind of like the the sales price or the kind of vibe of where everything's setting. And I just worried that like with the lowering this, like, you know, really lowering that is that it sort of drags that in the side of the clients and possibly the new voices area. And so you do expect to see attrition from your experienced and voices who make a living out of this, because they feel like suddenly, you know, it's the voice industry separate separating out into these trophic layers if you like, because I always talked about this trophic layer theory where, you know, you've got your fiber on the bottom, because it's always just been basically, you know, they, they say what they are, it's $5. And then you've got your sort of mid tier, which I've sort of always put sort of voices.com and then some of the other voice marketplaces and then sort of agents and stuff. So you're talking in that top layer, it's sort of like, you know, two and a half 1000 to sky's the limit for big TV commercials. And you know, where there's a lot of there's a lot on the line, it's high value. It's all high stakes. And then the mid tier, which you know, you've traditionally sort of existed in for sort of like your, like medical narrations and stuff that's not broadcast, but it's not, you know, you want a really good job and then the sort of bottom layer. Do you feel like that it's just like, again, coming back to the sort of brand damage thing that it kind of drags you down? I know you want to drag rates up but and you said before that your average rate has increased by by by marking this and putting a marker in the sand and saying like we've now extended this budget, I feel like that won't necessarily happen even with this feat. Back engine where, because to get good work, people are going to quote a little bit less, and then everyone's gonna see that one's quote in less than then quite a bit less. And I feel like an algorithm could, you know, run away with that kind of pricing.

David Ciccarelli

So I actually agree with the stratosphere ring of the of the industry, I think that's a great way to describe it. Sometimes we kind of use the, you know, a barbell approach where there are new aspiring talent, who at present, you know, struggle, because they've got to get their first job. But if they're up against Toby Ricketts, then good luck, you know what I mean? That's just and even if, you know, case in point, even if they're quoting, for a fraction, you know, if you're 1000 in there, 100, it's still the client chooses the voice, first and foremost. So they're having in some situations, and probably more than anyone would like, frankly, a challenge kind of getting that first star rating, which then kind of has the, you know, gives them the impression like you see it in the search results, you see it on your profile, to frankly, the confidence that like, okay, great, I landed one, I know how this works now. So that would be kind of the new and aspiring talent. And then you're right, there's the professionals along same professionals, you asked the question, if we, if we're concerned about attrition, I certainly hope not. We love our talent, we hope that they stay around, we think we've got great things in store for all of you in the next couple of months, as well as the, you know, the roadmap for next year. So we've got some great stuff upcoming. But this is just sold for a need. That's frankly, not, you know, designed really at all for the professionals. This is new clients with tiny projects, that we've really want to be able to bring that client on board. And so if they have to start at $75, or 50 bucks, so that they sign up, go through the process, and the client goes, Okay, I get it. Now I can trust you with my larger campaigns and national work. You know, the high stakes work, as you put it told me that they've already kind of gone through the motions that they that they're more apt to kind of continue and proceed with the platform, because they built up a history there. But if we never get that chance on the small stuff, they're never going to grow into the into the bigger work. And there's lots of use cases like that this scratch reads is often probably one of the biggest requests, they're like, Yeah, but this is this isn't for, I need to use it in a client pitch. But it's not the actual ad, you know, we're gonna change. And they're like, I don't have 500 bucks to make for that. Because as soon as they go through, and they say, this is, you know, this is the use?

Toby Ricketts

Yeah, $100 is reasonable for that $100 is a great price. But $5 For scratch rate, even that is like, you know, I mean, even I can't envisage a job where it's worth me opening my studio for $5, then again, so, yeah, it wouldn't,

David Ciccarelli

and I certainly, I think we're, you know, at risk of kind of, you know, getting hung up on the $5. Just because it's the low end of it, I don't think, why would a client go through the motions of that? It's like, well, we had to come up with some minimum, that wasn't going to be one and it wasn't going to be zero.

Toby Ricketts

So what was the what was the decision tree for that? Because $50 probably wouldn't have attracted so much controversy, but because it's five and I mean, let's, let's be honest, Fiverr is the actual nemesis of the voiceover empire. As soon as you say your voiceover on Fiverr. It's like, well, you know, you're not a professional voiceover because I mean, I know there's people that do lots of work on that it's generally low value, and they're doing like 10 or 20 jobs a day. And then making the same as someone who probably charges, you know, the sort of moral industry, right, and does one or two jobs a day sort of thing. So, and those clients, I don't know if this is your experience, but the clients that paid the least are generally the most of a pain in the ass, in the experience difficult to work with. So are you kind of willing to take on because like, Okay, let's go back to the $5. How was that reached? Was it to compete with Fiverr? Was it because that's the kind of lowest thing you ever charge on the internet? Like, how was that reached?

David Ciccarelli

Um, so we we looked at 0, 1, 5, 25 and 50. And zero would make no sense because we didn't want to have free requests, right, then then it's just like, so now you're kind of using everyone's resources and time to get a free request. And the counter arguments wallet, if it's a charity or a nonprofit or some good cause, that even still, there's probably some nominal, you know, token amount that could be provided in in terms of compensation. You know, one is, you know, the first kind of positive integer that it would make sense that it would kind of have a transaction would go through because we also want to make sure that there's a valid credit card on the Other end of that transaction, the person is who they say they are. So, but that also felt candidly, you know, lower than any other site that's out there. So that would be weird. Five would be on par, because it's already well established. 25 or 50 is like, Well, are there situations where it's going to be? It may be lower than that. So where are we, whereas for there's some, as you know, we've had these other creative categories around audio editing, and translation, where we had already established $5 as a minimum in those other creative categories, instead of having two sets of rules, because audio editing is often, you know, built out on an hourly basis, as opposed to a usage and license basis. But because this because the system was already designed to have a $5, you know, entry point, if you will, across all of the other categories, we're like, well, let's just harmonize that. So it's the same entry point, irrespective of which category the client posts the job in, or which category the talent lists their project listings in.

Toby Ricketts

I mean, yeah, it just seems like, you know, if you're, you're still the same 20%, I assume you take on that on that $5, even if there's not a different sort of split at those lower levels, is that so we can effectively only making $1 on each of those jobs, if they come through at $5, which just doesn't? You know, it doesn't seem like...

David Ciccarelli

it actually, it actually costs us $1, something to send out each payment. So that was another part of it like, well, this, you know, imagine there was a huge frequency of these Well, paying $1 to send out $1 Doesn't make any sense for anyone. And so, you know, I think what we've we've learned over the years is two things. One, let's try to get out of the way, rather than impose more controls and restrictions. Because when we get out of the way, it allows the market to, in a lot of ways government govern itself and market market, I'm referring to talent and client, you know, coordinating transacting and communicating on your own. So let's try to get out of the way. Let's also try to, you know, and by that, I mean, you know, these kinds of types of controls. The other thing is, a lot of these kind of worst case scenarios rarely transpire the way that, you know, we all might think I mean, years ago, you know, well, I mean, I could, I could go through the, the list of items of kind of the worst case scenario, you know, kind of game theory type being played out on a lot of improvements that we've made over the years, and rarely has one kind of been, you know, long term sustainable, or sorry, long term damaging, and, in fact, quite the opposite. We found, you know, that, in the end, if we truly believe this guiding principle of let's make decisions that are based upon shared success, for the talent, the client, and voices as an organization, then let's make sure we have that kind of first and foremost, and things do do play out. It's the, it's the gap in between the announcement and having actual data and evidence, where a lot of emotions, you know, kind of gets get stirred. And it's kind of almost like daresay, like the fear of the unknown. Like, we're afraid the whole industry is going to go a certain way. Well, that's actually not in our best interest, it's not in your best interest. So why would we push it that way? Now, I know, that's a hard thing to kind of ask yourselves and maybe realize that, you know, we want what's best. And that's what we're trying to do is help new clients enter help new talent, kind of get their feet under them. And and then have them both of them grow into be, you know, you know, professional talent who are working with, you know, amazing clients on the platform.

Toby Ricketts

How do you measure success? Is it the number of voices you have? the number of clients, you have? the number of jobs push through? the average sale on the platform? Like, what are the kinds of KPIs that you and and how do you think this is going to affect that, because it has been suggested that, you know, you will receive less investment money, you know, way back, and they're sort of putting pressure on, because, like, it's all about, you know, site visits, and like, you know, then you can be acquired for something, and that's kind of like, you know, maybe that's if we take a big step back and talk about pure business. Is that something that's that you consider, like, how do you measure success? And well, yeah, so we

David Ciccarelli

it's called the Northstar metric. So what is our what is our guiding Northstar? And we call it hired jobs. So jobs that are fulfilled not just a posted job, not just a project order that starts but those kinds of both converge into a job that's fulfilled, whether it be search someone's profile, the project listing or The job posting, there's kind of like four paths that all converge. The job then gets offered to the talent, saying, Hey, we're awarding you the job, or we've placed this project order for you. And in both situations, the talent is reviewing this spec, and clicking accepts right on the on the agreement. And then and then the work is done and delivered through platform, that is a higher job. So that's how we measure success. We don't to be candid, I don't care about the average selling price on that kind of thing. Because, you know, having a you know, you could have very few hired jobs right? At an insane average selling price. But that's not enough to kind of go around for everyone, or you go to the other end, you don't want to have a bunch of them where it's like, really, really low. So you're kind of like you're, you're you're balancing out what that is. But ultimately, it's more much more throughput and volume. Nothing to do. I mean, if our website is, you know, art, let's say a website was advertising based, where you have banner ads, and so forth, then you really care about pageviews. And how many visitors and so forth. I mean, that's not something that we that we look at, because that's not the business model, the business model is a transactional business model, just like as you described, Uber or Lyft, or Airbnb. So therefore, in a similar way, it's what's known as that core interaction on Uber, it's the ride that actually is taken on Airbnb, it's the the book stay, that actually is completed, right. And on voices, it's the job that gets fulfilled by a talent.

Toby Ricketts

But yeah, if you're going for, like, you know that as many of those as you can surely want to be making money off them, I just won't worry that like at the five, if you take it to the extreme and say and make a straw man about you know, so every job suddenly gets posted as $5, you're not making any money, which is not ideal, but maybe it's a loss leader for you, you know, maybe that's your rationale behind it.

David Ciccarelli

Well, we definitely don't want to be we're trying to capture a portion of the market that is not being served@voices.com Right now. Right? These are, these are not about clients who, that, that that are going to go kind of downstream, this is about they have these jobs already, they're getting them fulfilled by some talent out there on some, presumably some other platform. So this is about kind of like net new jobs, kind of aligns with that Northstar metric I described net new jobs coming to voices that weren't previously there. You know, that that's the that's the intention. But you know, those if, if those listening can kind of hear the, the conviction in these two concepts of shared success, and the most higher jobs, then you can see how these things start to align, because we're basically turning away jobs right now by saying, you have to meet certain parameters and so forth. We want to invite those clients onto the platform.

Toby Ricketts

I still feel like the two arenas model, I'd love to see someone try it. And I've suggested it to some people that do have, you know, a premium model is to have that sort of budget thing, like you have, you know, the budget and Avis model or something, you know, you have you you can capture two areas by having the same company with different branding over the two, which which might not be have that brand crossover. But I mean, I I also understand the fact that you've got to like it's easier to brand one thing and do your marketing, etc. But I feel like that might have been a missed opportunity. But then it's not my company. And you're you're welcome to do what with your company, what you like, just a couple of small things from what you said as well, like in terms of local currency. And I that was a really interesting point. Because I've I've said to people in terms of my rate card, it's like if I if someone asked me to quote TBC in India, and I quote, you know, 4000 US dollars, that's like someone's entire annual income, like there's just not reasonably, like they, they're not going to be earning that much off that ad. So you know, it's ridiculous. But maybe a way to do that is to have like, local currencies that you charge rather than you because US Dollars are always very strong in that and the market shifts all the time is to like have local local currency versions. So it feels like you're charging in a different currency because you kind of are you know, have Did you consider that at all? Because it's always been the US dollar

David Ciccarelli

right now, it's a single currency platform, you know, we work with customers in 160 countries around the world, yet, the entire platform is all in US dollars. And so to get to let's play this through to localize the currency, that's one thing but then to still have a minimum threshold of $100 equivalent to $100. US it's still like we can say it's in rupees but

Toby Ricketts

this maybe, maybe, maybe it shifts if you're paying in local currency, but then I guess you get people buying rupees and doing American jobs. That would be confusing

David Ciccarelli

You know, or the other way I want to pay in, I want to hire a, you know, Indian based talent? Do I, you know, like, what's the driver? Is that? Is it the buyer who's deciding which currency it is? Or is it the seller? So that's where the underlying, candidly infrastructure issue we had. Was this this rule, if you will, that didn't allow for transaction to happen in other in other countries, because everything was anchored to $100. Us, which just made no sense. So thank you for, you know, really kind of acknowledging that there are different price points for different clients around the world and that currency and the need to kind of go below what Americans, North Americans would go, I would never do anything for less than $100. Well, the job will doesn't it's not worth that in those other countries around the world because they can't afford it.

Toby Ricketts

Yeah, yeah, it is. I mean, I acknowledge, it's a really tricky problem in that in that you do want to capture more of the market. And there's this kind of this tech leader, kind of libertarian view of like, we'll just like, let everyone at and the market will decide. And, and it's an it's an interesting tension between that and having some kind of like, not the Union, but something like a union where voice actors say, Look, you know, this is the minimum, we we want to charge because the trouble is, if you if you devalue work financially, you do value it conceptually, in terms of like the, you know, if you pay less for something, then you inherently value it less. And I feel like the the reaction to this has been, we've we're proud of our craft, we're professional voice actors, we do our best. And this is, and this does sort of like acknowledge the fact that professionally, people will put jobs up to $5, and people will go for them and getting fulfilled and everything. And just having that all in the same pot, it becomes very difficult to separate what where those values are. So I mean, just in sort of, in terms of wrapping up, because I think we've gone through, you know, quite a few of different facets of this like, to the people like who have emailed me saying, you know, that they might leave voices.com, after this professional voice talent that have been there on for years, like what what would you say, to try and like to keep them on the platform, you said this in scouting, exciting stuff coming up, which is a bit of a bit of a kind of like, what's in the box? But, you know, what would you say to say, what's your long term vision? And how does this strategy sort of, you know, add to that?

David Ciccarelli

Well, voices is always aimed to be the definitive destination where, you know, stories get told, right, and really, we are the mechanism to kind of bring the two people together, but you are the ones actually telling the story, it's your words that are brought being brought to life and someone else's script. So that, that remains the same, you know, some of the things that we've we have on Deck are, you know, there's a lot of kind of just hygiene improvements, which is what we refer to them as just improving the overall usability of our voices. There's a big package around, showcasing and highlighting the top talent on voices. So those who have done very well in the past, we want to continue to kind of reward and recognize those talents on platform where they become, you know, almost something to aspire to those who are kind of just getting started. That's certainly one piece and that can, you know, look anything like, you know, badges, recognition, you know, different programs for top talent on voices. And because clients, as you know, sometimes just want to go just show me and give me access to the best. And then there's other clients who are saying, I can't afford the best, so I need, but I still want someone who has the equipment at home that's kind of better than me doing it might be kind of their thought. And they want to just get get get started with, you know, a semi professional or an aspiring talent. So you're right, it's there are they are two different communities of talent at different ends of the of the journey, those starting and those that are thriving in their career. But yeah, that next year, I think, because maybe maybe might be worth doing, you know, an upcoming podcast or video on what 2023 looks like. But hopefully that gives you at least an early glimpse of building into into the talent, those new ways to be found and discovered and be featured on the platform all kind of about bundled within the same premium membership.

Toby Ricketts

Cool, fantastic. Well, thank you very much for your time today and going over all these points. I hope that the sort of the the gamblers it works it feels like a bit of a gamble kind of kind of pays off, and that would there is shared success and we can all find a way to still, you know make to Have like shared success on the platform as you say so it'll be interesting to see how this how this all pans out thank you for your time today thanks so much Toby

Interview with Audiobook & Character actor extraordinaire... Ray Porter!

Two bearded, long haired dudes sit down to talk about the world of voice acting and character reading!

Ray Porter is an audiobook veteran with hundreds of books to his name on Audible and across the audiobook world. Hear how Ray found a career out of bringing stories to life, and the tools he uses to give life and depth to characters.

Here's what they talk about:

Timecodes: 0:00:00 - Intro
0:02:15 - setting up a studio, does it need to be expensive? PVC pipe blanket fort
0:05:05 - Are mics important?
0:07:00 - The best way to start out in voiceover / audiobooks
0:08:45 - will your mic prevent you from getting certain voice work?
0:14:35 - Modding a 416 into an actual shotgun
0:15:55 - Do you and Simon Vance and Scott Brick get together for audiobook parties in LA?
0:17:00 - Why it’s important to stay diverse in your interests
0:18:35 - How did this all start, tell me your life story!
0:26:00 - How did you get cast as Darkseid in Justice League?
0:30:45 - Why audiobooks are better than real books (especially Shakespeare)
0:34:10 - What is your process for preparing for an audiobook?
0:38:01 - What are your relationships with your authors like?
0:40:04 - Tell me about your experience of recording ‘The Sandman’ series with Dirk Maggs
0:44:32 - Tell me about recording the ‘Project Hail Mary’ audiobook
0:47:50 - How to differentiate characters within a story? Tell me your approach for ‘We are Legion – We are Bob’
0:53:09 - How important is life experience in acting & narration work?
0:56:05 - The challenge of narration female voices
0:58:10 - Why Ray hates adverbs!
0:59:30 - What techniques can you use to modify your voice for different characters?
1:02:00 - The recent inclusivity discussion has brought up some interesting changes for actors. How do you feel about how what’s acceptable for actors to play has changed?
1:09:48 - Accents – do you like them, do you study them?
1:17:45 - What’s your advice for aspiring actors to do the work and get the work?

Thank you to Ray Porter who was so generous with his time and information.

Transcript:

Toby Ricketts

Welcome to vo live brought to you by gravy for the brain Oceania. We have a video podcast that talks to people who are big and voiceover the movers and shakers, the interesting people of the voice world. And my goodness, today's guest is very interesting. Indeed. He has his. He's an extraordinary the world of audio books. And he has also touched so many hearts and minds, including my own. It's Ray Porter. Hello. Hello. I'm

Ray Porter

sorry for touching your heart and mind. Yes, that

Toby Ricketts

was without permission as well. Yes, exactly.

Ray Porter

Well, the nice thing is you don't have to show everybody on the doll where I touched you. You said hearts and minds. So that's you know, exactly,

Toby Ricketts

yeah, it was very, very clear about that. Anyway, so how are you today? How are things?

Ray Porter

Well, thank you. I'm sweltering, a little bit. It's Los Angeles. So in my sort of janky home, slapped together blanket for booth. I I'm a little sweaty, but it's how it goes to the world of voiceover. I tend to work a lot at night, actually. Because Los Angeles. I don't know whether you knew this or not Los Angeles can be a kind of a loud place. Really? It's a noisy city. I know. Weird, right. So I tend to record a lot at night. Because of that. It just the general noise of the day is a little bit calmer. And it's cooler.

Toby Ricketts

Yeah, absolutely. Like the whole northern hemisphere is feeling a little bit a little bit Sisley at the moment. Well, yes.

Ray Porter

And the West Coast is, you know, doing its yearly being on fire things. So it's just you know, it's just one of those things.

Toby Ricketts

Yeah. The burn off. Happens every year off. Yeah. No,

Ray Porter

not that much can accumulate in a year. Can we stop just burning every year? Would that be possible at all?

Toby Ricketts

It would be nice. Yeah. It's nice to talk to a another voiceover professional, who has a beard and long hair as well.

Ray Porter

Rather, exactly. Yeah. Well, you know, it's like so many, so many of our colleagues actually pretend like they're gonna go out and interact with people. I just don't get that.

Toby Ricketts

Luckily, I mean, I live four hours from the nearest city. So like, at least I'm quite away from the humans. Yeah. So that's kind of nice. Yeah, yeah. But you, you instead just built a sort of a werewolf trench somewhere in your house with blue light? I

Ray Porter

have. Yes, yeah. So I have my apartment in Pasadena. And I went to Home Depot and cut up a bunch of PVC pipe and got some moving blankets and got some thicker, you know, acoustic kind of blankets and sort of hung the entire thing off. So it literally is a blanket for it.

Toby Ricketts

I feel like it's a very inspiring story, because so many people enter this game with the PVC blanket forward. And and think that they're kind of like, oh, you know, one day, I'll get a new studio. But I think you're living proof that you actually don't need to if you do

Ray Porter

it well, you know, the funniest thing when I started out, obviously, you know, because I had a background in radio, and then I went off and did theater forever and ever, and then started doing audiobooks. And of course, you get gear acquisition syndrome, you know, you you, you know, you're somebody who's got the authoritative, you need this microphone, and you need this blurry blur, and this preamp has to happen. And you've and pretty soon, you're making this enormous outlay of cash and you've not gotten a job yet. And I see so many people end up either impoverished or mystified or both, without ever having gotten on to it. And so I've recently more out of necessity than anything else, I've focused more on how little do I need to get this job done? And I don't know just simplify, because at the end of the day, if what's going into the microphone, sucks. The mic is not a magic wand, you know? So it's, you know, it's about how do I how do I do the most with what I have. So if you're sitting in a closet, and you change the acoustic characteristics by moving a sweater, I've done it, did it on a number of books. Or if you have a proper booth, which I did, or you you know, have this situation, it's about adaptability more than anything else. And finding the right tools. Let people have a lot of advice on Oh, this is the microphone you have to have. This is the industry standard. Well, the industry standard may not be your standard. Like I see that, you know you're talking through a u 87. Yeah,

Toby Ricketts

I am. Yes. This is my guest myself when I hit a particularly good year and I thought I put your microphone. Yeah. Actually funny that and I talked about this to George Witham and my last thing, but have you seen the replicas? This one he's made? Yeah. But the guy New York and they sound exactly the same. And they're $150. Yes, yes.

Ray Porter

This is what I mean. That's the other thing is and as a guitar player, too. You know, I remember back in the 90s there were certain brands of guitars, you're like No, no, and I played some recently it was like, oh, oh, I see. They did their homework. The same It's true. You don't have to lay out a massive amount of money. The reason why I point out the 87 is when I started, I was going to studios and everybody had them. They don't sound good on me. They make me sound like I have adenoids twice as big as my head. I just sound terrible. Yeah, so I went looking for a mic, which is not easy or fun. You know, it's, it's, it's like trying on shoes from people who don't necessarily want you to try them on. It can be very, very trying to to, you know, test out a bunch of mics. But I did a lot of homework I did a lot of reading happens to be in LA. And I had heard about this guy, Dave Perlman, who makes the Perlman TM one microphone, so I called him up. And I mean, I didn't know this guy is highly regarded for making his two mics, which are based on you 47 architecture, but they're hand built. And, you know, I thought I would go through like three tiers of secretaries or something. He answered the phone, and he was like, you're in LA. And I said, Yeah, he goes, wants to come to my house. Okay. So I went to his house, and I looked at his mics and stuff. And then he hooked one up, and I grabbed a book and I read something. And I took it back to the people I was working with at the time, and the engineer listened to it and his eyes got huge. And he's like, that's your microphone. Now, we got to find, you know, the right preamp to pair with it. So I ended up going with the great river me one and V. Which just again, was just a good fit when I moved into this place. The Perlman TM one is such a brilliant microphone. And if you ever have the privilege of dealing with Dave Perlman, Count yourself lucky, the guy is amazing. And he makes beautiful microphones, he really does this not an endorsement or anything. I just really liked the guy. But I got in here, and I'm in an apartment situation. And that microphone, I could hear the people upstairs changed their minds. I mean, it was so sensitive. So I ended up going with a 416, just because it's a lot more focused and you know, eliminates a lot of this sort of side noise that is so prevalent here. Yeah. So I've been bouncing back and forth between those two mics. Stuck with the me one and V as a preamp because it just suited what I was doing. But that's, that's the biggest challenge, I think is you do not have to spend a ton of money. You just need to find what fits you comfortably and properly and well.

Toby Ricketts

Absolutely. Yeah, you have to pick up on a couple of your points. I definitely think the biggest lesson I've learned from going from sort of, you know, one voice over to pro voiceover was to like keep your overheads as low as possible, especially in the beginning absolute, like you have to really like I mean, I moved to the country, so I had to pay it. So I only paid like, I don't know, $200 a week rent and I was like, literally only have to make $200 a week, I've got my gear already, like let's just do this. And then it takes the pressure off and suddenly you're not desperate to get working. It makes a lot of big difference. And as part of that the whole gear thing like you say like you build up your stable start really simple. And to be honest, there's never been a better time to buy this gear because the gear that you get for $200 now is as good as the gear you got for $1,000 About 10 years ago, like without

Ray Porter

question. My first setup was a RODE NT one and a joemeek preamp that I bought at musician's friend, which was a chain here. Yeah, you know, not a lot of money and it served me fine. And I ended up actually giving that microphone to someone else when I found something that fit better but yeah, don't be don't be fooled into it. Now. Conversely,

there's a lot of equipment out there that is what's a polite way of saying well what one would find at a wastewater treatment plant, we'll leave it at that

you really have to like you know, you got to balance a little bit between don't impoverished yourself but if this is going to be your gear, spend the money a little bit

Toby Ricketts

yeah, if you know you're going to be doing this for a while and you don't want to replacement to yours because you will have to otherwise like I think a 416 is it's sits in such a nice place especially like I did a secondhand for 16 you can get one for 600 bucks. Then belt what I did, yeah, exactly the same. So I've got 600 bucks, I used it for probably five years. And and funny story in my old studio, which is just over there. And it's literally I commissioned it from a company that makes children's play houses. So they built this thing and flat packed it and then I just got I spent all the money on acoustic stuff for the inside. But I only treated one corner because you know, as you know, acoustic stuff is really expensive and soundproofing is really expensive. And so I did just like one corner and the roof and then pointed the 416 into that back corner so that it's only picking up all of the sound deadening stuff and it doesn't pick up stuff that's coming from behind it, you know, to save money with it. And that lasted me a long time. Then I bought this mic, which of course is not like a hypercardioid it's not like a shot it's not just picking up in one direction it's picks up all the way around and I speak field and it sounded terrible in that booth. It just sounded horrific. And I thought this was gonna be like, This is gonna really up my game and it sounded worse. And so it was I was like what you know, what does it mean? And then I figured it out of course. was just picking up all the ambience in the studio, it's the wrong, it's not tuned for the studio anymore. And so I ended up building this place kind of around this microphone because I really wanted it to work. And I was like, I need a new studio, let's just do it properly. So now the whole room is treated

Ray Porter

and well, that's the thing is you make whatever decisions you need to make, you know. But you know, as well that there is, you know, there are endless people saying this is the kind of the be all and end all. I mean, you know, without slagging any particular companies, I noticed that there are a whole lot of companies that make these filters that fit on the mic stand and make a nice sort of arch. Yeah, around the back of the mic.

Toby Ricketts

Originally developed for trumpet players, actually, like it was originally. Okay, I get it. Yeah, it makes sense that way, but

Ray Porter

it's like, a noisy bit is not there the noisy bit, you know, behind it, you know, and I tried them. I said this because I tried them. I tried it all. Absolutely. And, you know, it's just like new neural.

Toby Ricketts

It seems like it's gonna work visually. But it just doesn't. It looks the business. Yeah. Especially ones with perforated steel backings and Oh, god, yeah. Shaped foam.

Ray Porter

They look cool. You look like yeah, when I found out that, you know, especially when you're on the road, because I have a little sort of road rig that I bring with me. You know, for auditions or whatever, while I'm out and about possibly the greatest venue I found to record and when you're on the road is inside your car inside your partner's car?

Toby Ricketts

Absolutely. I was about seven, you can get away with like a decent iPhone or a Samsung Galaxy, and just literally do the voice recorder, do a little bit of post. And it's fine. urgence it's fine. Sure.

Ray Porter

And a lot of those little mics that will plug into your iPhone or your iPad or whatever are actually okay. Yeah, no, obviously test them, you know, you know, I'm not saying like the big ass USB mics or whatever. But there's some little ones that do the job. And as electronics get better and better and better, you don't have to spend for God's sakes, don't buy the name. You know what I mean? Yeah, especially if you're starting out, it's just like,

Toby Ricketts

these those. There's time, some gaming companies now are insisting that people have like a UID, seven or a tail and 103 Or like, or a 416. Like, they say you can only do the kick, if you have this mic. And it's like a How are you going to tell without doing a zoom call? And like, because I don't know that many people that can pick up a mic, because there's so much there's so many more things to cover the sound like most of the things a little bit your interface, but mostly the processing you do afterwards. So like, it's like how you're going to tell that and it kind of does, it's kind of editorialize this and kind of, you know, put the gates up for people who haven't necessarily got the gear, which I think is a bit, especially when there's so many blanks available now nowadays, it's

Ray Porter

a little bit not okay. I mean, I think I think there may be some of that is, is you know, certain people within that company trying to justify their own position. You and I both know that the online forums are filled with people with golden ears. Who can hear the subtle transients, you know, yeah, and I submit that that's horseshit.

Toby Ricketts

Yeah, it gets a bit like a modern art at some stage where you're like, No one actually just throw paint Canada canvas, and then explain kind of afterwards.

Ray Porter

But I also I mean, I can also get why a production company might want to put up some barriers, given that they're going to be getting a wide variety of auditions, you know, with DB levels that look like Satan's roller coaster, and, you know, horrible sound quality and all of that, that they want, you know, the people to exercise a bit of control. I mean, it does pay to pay a little bit of attention to making sure that you are ready before you go public with your brilliant voice over talent.

Toby Ricketts

That's a good point. And the reason is, like the U 87. is an industry standard, because it's been around for ages, and everyone just knows knows it. And they know what it's capable.

Ray Porter

Everybody knows that they know what it's going to sound like. And a lot of engineers are really familiar with it and with the 416 they know what it's going to do. And all of that there's a lot to be said for that. But I do think that like that kind of hard line gear specific sort of thing is a little bit odd. The information is out there. If you go online, I mean, my God, you know, if you're watching this now, subscribe to this student's work, you know, he'll take you through it, he'll tell you, you know, what the standards are and what's needed. Typically, I've found when you're auditioning for things, whether it's a movie or a video game, or commercials or whatever, they like to have it within a certain range of dB. They like you know, there's some people that still love 1644 One, you know, and all of that stuff. Just pay attention, just read the stuff, you know, and try to do it. You don't have to have a 416 but if you do, don't buy one knew exactly, yeah, have is used and

Toby Ricketts

I've thrown it for 16 and a in a suitcase so many times and I've never had even any problems with it also,

Ray Porter

to fend off muggers, and they'll still record I mean, a literal

Toby Ricketts

shotgun mic like you can and then put a cartridge in it.

Ray Porter

I really hope I'm recording a Hemingway book next.

Toby Ricketts

I'd love to see someone do That model a 416 into it into an actual shotgun.

Ray Porter

Okay, that's horrifying. And a really interesting, you know, there's an audio book that just came out my friend Scott brick narrated it written by a guy named Landon beach and it's called Narrator And the premise is essentially, like Stephen King's misery. It's an audiobook listener who like takes things a little bit too far. Wow. Yeah.

Toby Ricketts

So isn't it? So that's written specifically for an audio book?

Ray Porter

I think it's, I think it's a print book as well. But But obviously, you know, it came out as an audio book and Scott brick, you know, is the God King so they know,

Toby Ricketts

gosh, that's

Ray Porter

so elevated, he had me like, right, because in the foreword, the author was saying such nice things about Scott break, and Scott called me and was like, I feel gross. So I was like, I'll record it for you. So I did. So he paid me to say nice things about him. That's nice. That's our friendship. Yeah.

Toby Ricketts

I'm just gonna say like, we talked a little bit about Simon Vance, who also has a guitar, addiction idea, friend whiskies and you're all kind of in the neighborhood doing the same thing. So you get together for like, audio book parties.

Ray Porter

We don't get together for audio book parties, we get together to just like, you know, hang out and be dudes and be silly. I don't I don't really like a lot of audio book. Events. Yeah. Just because nobody knows each other by face unless you're friends, you know, just in the real world. So you wear a nametag. And so there's a whole lot of like, Oh, hi, hi. Oh, hi. You know, because then you have a context, because we're all shut ins. And we're sitting around, you know, you know, people by voice, or maybe by a promotional photograph. Yeah. That said, I do love, you know, a lot of people in the audiobook community, but the Simon and Scott are friends, you know, and we, yeah, we might talk a little bit of business now. And again, but for the most part, now, it's a lot of just general sustained silliness, which I prefer,

Toby Ricketts

it's so important. It's so important, and especially in these creative industries, where you because if you did it so seriously, all the time, the creative pursuits, you just would, you know, you'd end up sort of hating anyway. So I think you probably do need that well released as

Ray Porter

an actor when I was when I was doing a lot of theater. And a lot of Shakespeare, primarily. I always was puzzled by several of my friends who, you know, the last book they read had to do with theater, or the last thing they watched was a documentary on the RSC or they went and it's like, okay, you're only eating from that one small part of the menu, you're missing all the nutrition and all the deliciousness of other things. And I think ultimately, you what you produce is going to be kind of bland, unless you're actually living a life. And I do believe that the same is true. For anybody who does anything creative, whether it's music, voiceover work, you know, whether you're a voice actor, or an actor who is not behind a microphone all the time. That distinction has always bothered me. Are you an actor or a voice? Actor?

Toby Ricketts

Yeah. Not so many of these questions I was gonna ask you are already coming up, and one of them was going to, but

Ray Porter

I didn't mean to answer all of them. Sorry. Sorry about that. I'm just gonna shut up.

Toby Ricketts

But like, we've touched into your history. And one of the things that I've, I've, you know, I've done some research and for the interview was, it was difficult to get a grasp, like your Wikipedia entry is not as as big as I expected it to be. And I don't know whether or not it's accurate, either. So like, take us back to the beginning. You've been an actor for a long time, like, tell us about your ducks and dives of getting into this industry and where you are now.

Ray Porter

Okay, well, I gotta go way back. Actually, I was. My parents were both actors in New York. I was born in New York. And then before I had anything to say about it, I was two years old, they whisked me off to a small town in Indiana, and that's where I grew up. And I always grew up around theater, and around performance. You know, my grandfather was also in the business. So it was always just sort of there. And because it was kind of the family business, I was like, Well, I'm not going to do that. I didn't know what I was going to do. But I wanted to find other things. I went to work for a radio station. When I was in high school. I was at WW que si in Kokomo, Indiana country music. I hated country music at the time. Don't mind it, you know now, but I hated it then. But I was a country music DJ and I did news and all that. And it was really fun. You know, it's 16 and 17. Trying to get my voice down low. I shudder to think what I sounded like. And then had an opportunity to go see a production of a play. I think it was in high school or something and it came out and was right. That's me. That's what I want to do. I went to the California Institute of the Arts here in LA to get an acting degree. I tell people, I didn't go to college. I went to collage. It was a very interesting school. I Um, and then, after graduation, I kind of hung around LA a little bit, you know, just starting out, like trying to get work, that sort of thing played in a band did all that stuff. I had an audition for the Oregon Shakespeare Festival in 1990, and got it got the job. And I was at that point, trying to decide whether I was going to stay in LA and be an actor or move to Nashville and do music. Country music got me again and got this offer for six months of work at the Oregon Shakespeare Festival in Ashland. And I was like now, okay, so I told everybody in LA like, you know, I'll be back in six months. I'm just gonna go do this thing. And I got up there. And I was there for 18 seasons. Because it was beautiful. It was challenging work. It was work that I loved. It was people that I loved. And it was incredible. And in the meantime, kept my hand in with VoiceOver doing like local commercials and things like that selling tires in Medford, Oregon. Just as a supplement to the income which was weird, but cool.

Toby Ricketts

Hamlet sells

Ray Porter

tires. Yes, exactly. For soothe my Lord and then aluminum siding. So and people when it started to happen, I would have colleagues come up and go. Did I hear you for the debate here? You do an ad for the Jackson County Fair. We're standing there in our armor, and you know, and stuff like that getting ready to go on? And I'm like, No, I'm sorry. Do you mean the Jackson County Fair? Like what? Like I'm a whore. What do you want? So anyhow. And then I came to LA Finally, I've been dipping down into LA and doing TV and film and that sort of thing in the off seasons. But then I got married and I decided probably a better idea to be, you know, a husband rather than a phone bill. So I left the Oregon Shakespeare Festival and came down here. And I felt a lot like, you know, in Shawshank Redemption, when the guys get out, and they're, they're, like, institutionalized. I was like, Wait, there's no rehearsal today at one, there's no shots and I was I had been so locked into that schedule. And, you know, I don't know whether you knew this or not, but you know, in in Hollywood, there's not a lot of work, which was a surprise. Anyway. You know, so I booked a few things here and there, but it wasn't really sustainable. And I was also just creatively just frustrated because after so long of creative output, and then suddenly none. It really was like withdrawing from some sort of drug. So I contacted Blackstone audio up in Ashland, Oregon, where I just been doing theater. And they were like, Yes, send us an audition. And I slept together, you know, some equipment and recorded a thing in my closet and send it up there and they sent me a book. And I recorded that in my closet and it did pretty well and they sent me another and another. And I got nominated for two audio awards that first year and it was all in my closet.

Toby Ricketts

When he was that? Oh God 90s

Ray Porter

Long ago everything was in black and white.

Toby Ricketts

That long. There was tapes cassette tapes, yes, it

Ray Porter

was all Oh my god. Yeah. cassette tapes. Yeah. God Yeah, it was still the days of because like the iPad hadn't even really caught on yet. So I want to say 2006 2007 maybe ish, right? But they would FedEx you you know the manuscript one sided pages so you'd get this phone book you know and then stop recording change pages the whole thing was nuts. Did that for a while, got a booth eventually found one USD decided I needed at this point it was a going concern and a tax write off I would like to step up the equipment a little bit. So I got the TM one I got the M one L and NV and just continued and it just you know it's momentum. It's snowballed. One thing leads to another, you know, and an old friend who said nothing succeeds like success. It's a catch 22 of like, how do I become an audiobook narrator narrated audiobooks. You know, it really is a momentum thing. It starts out very slowly, and then suddenly, you're drowning under a pile of work. I'm not entirely sure which I'd prefer on a hot day like today. I'm grateful for the work of course, and I'm grateful that I get to do this. It also enabled me to have a creative outlet to be doing stuff that was creative. So I ended up doing better in auditions. So I ended up booking more acting jobs. So I ended up you know, and it all kind of feeds into each other. The greatest lesson I learned from all of that was patience with myself with the industry. And with the process. It doesn't happen instantly.

Toby Ricketts

Yeah. And sort of, you know, you've really got to maintain that passion you have for the work despite all of the cut downs and the auditions you don't get and you know, self doubt you've got to kind of quiet in that self doubt because it does come.

Ray Porter

Yeah, I mean, I have an impostor syndrome that's bigger than Shaquille O'Neal, you know, and it's equate. It's just, you know, it's not even quieting it down. It's just sort of making a deal. Like, okay, you can sit in the back today. Yeah. You know, I'll deal with you later.

Toby Ricketts

It does come with the territory and creative.

Ray Porter

It just does. I mean, you know, you know, this as well, you know, and the fact that we've been able to sustain ourselves and keep the wolf away from the door doing this stuff. Is is a blessing every day. It's I'm grateful every single day that I have gotten to do this. And it's opened up all sorts of things. You know, I happen to be in England, because at the time I was married to a person who was working on Zack Snyder's movie, the Justice League, Zack, who I knew personally up to that point, but I've never worked with found out because I don't I don't I narrate audiobooks from on him. And I don't put that out there. I'm just me. Yeah, so I've known him for a little over a year. And then he basically found out that I narrate audiobooks, and Zack is a guy who prefers to hear his scripts rather than sitting and just reading them. So he brought me in to read his scripts. So I was in there for rewrites, reading, you know, just so he could hear it. That's cool. And one day, he walked by me and he had an digital image of this character. Dark Side, it was like the big bad in the movie. He's like, What do you think he'd sound like? And I'm standing in a hallway. And we're at Warner Brothers leaves them and I went, and I just whipped you know, something off that I thought seemed appropriate to the image. Yeah. And two weeks later, somebody came up to me somebody's like, not Zach, just completely third party came over. I was like, so you're playing Darkside? And I was like, what? Wow. That was one of the weirdest ones because I didn't have to audition. I didn't, you know, it's just because I had worried at all.

Toby Ricketts

You did have to audition. You just didn't know it was an audition. Exactly. Yeah. And like, I feel like you you particularly are quite good at coming up with, with with characters on the fly. It was it was, again, as part of my research I looked so the little audio port, that audible video you did recently where they just hit you with errors. And Shakespeare said Go, which was

Ray Porter

born in the same T shirt. So yeah, I have more than one I promise.

Toby Ricketts

Exactly. And and that was that was really interesting in terms of like seeing your process for characters, which which we'll go into once we've sort of, you know, covered to where you're coming up to today. But like your your your dark sea book and its dark side, it's that seems to be what you're most sort of known for now, because it's such a big production. And you've done a bit of unscreened stuff that was in motion capture with that dark side, actually, as well.

Ray Porter

There was some motion capture with that. Yes, I did do mocap, which me and Kieran Hines in black lycra suits is not an image anybody wants. And then we also did this really weird a lot of the scenes that we did, we were wearing this headgear that had two cameras that are right in your face and two really bright lights. So they only catch this so they can CGI, the facial expressions and the mouth shape and all of that. It was quite a long process actually. That would you know, I would do some and then there'd be downtime for a long time. And then I'd be called in to do you know another thing and, ya know, I've done a ton of like, you know, it's funny, because after the movie came out, Zach's version of the movie came out, because Mr. Whedon decided to cut me from his version of the 2017 thing. So after it came out, suddenly, all over social media people were like, oh my god, he was in Frasier. Oh, my God. He was in a fight. Oh, my God. He was in politically, you know, and it's like, that's the that's kind of a lot of being a character actor is you know, it's like, oh, you're, you're

Toby Ricketts

I know you from somewhere. Yeah.

Ray Porter

Familiar. Yeah, you must get. So you know, yeah, I mean, but it's been, it's been inordinately fun. I've loved going to comic cons and meeting people and and, you know, discovering just how much that stuff really matters. It was never really my thing. I always respected comic books and you know, and that kind of stuff. And I'm a big sci fi fantasy person, you know, but I never really got it and seeing the effect that it had on these people who really love it was was very humbling and also very gratifying and really cool. And I have a lot of people Like when I'm at a con signing autographs, or whatever, a lot of people will come up with a physical copy of a book that I've narrated, and they want me to sign it because they're just there for the audiobook stuff, which is weird, but cool. And yeah, you know,

Toby Ricketts

it's, I don't like I you know, as far as audio books go, I don't read books. I don't have time to read books, but I have I love listen to audiobooks when I'm doing other things like driving or gardening or whatever things because it's so, so damn time efficient. I read a book while you're driving somewhere. Like it's just this miracle. And I enjoy a lot more along. Yeah. And I because my mind kind of wanders if I'm trying to read the text. And I realize I'm four pages down. And I haven't understood any of this. And I have to go back and read the same four pages, again, was audio somehow gets into the brain a bit more. This is

Ray Porter

gonna sound weird and arcane, but just let me Let me stretch this out for as long as I can, and then gracefully pull me out of it when I get caught in a trap. Okay, okay. I trust you. Okay, doing Shakespeare, doing Shakespeare on the West Coast of America, in modern times, was a bit of an argument in and of itself, right. And there were a lot of people who would come because they felt like they should get some culture. And so they would sit there and be bored out of their minds and hated or fall asleep or whatever. And I heard so many people who actually work for a living, going, like I just, I don't get Shakespeare, I don't like it. Why does he take three pages to say he walked down the road? What's the point of it. And you know, people were forced to read it in school. Everybody in some teacher slapped this in front of you. And you had to try to make sense of this word salad. And people walk away from it. Like, it's really not for me, you know, another word for a theater or a venue to hear things as an auditorium, because you would go back in Elizabeth, oftentimes the language was you would go to hear a play, you never went to see a play, you want to hear the play. It is an auditory experience. reading Shakespeare is about as useful as looking at the blueprints for Westminster Abbey. Yes, it's interesting. But for me, I prefer going into Westminster Abbey, knowing what it smells like knowing what my voice sounds like. And the voices of others sounds, the feel of it inside. And you'll never get that, from looking at the blueprint. Well, the same is true of Shakespeare. And I think of a lot of other forms. receiving it. auditorially, as you said, while you're doing something else allows it to get in in a different way. Ideally, if if, if I as a narrator have done my job, to stay the hell out of the way of a text. I don't really want you to notice me, I want you to notice the book when I'm doing it. And if I do that, right, then yeah, you are gonna get maybe more out of it necessarily than you would visually. There are other people who prefer to read they don't like that distraction. You know, fortunately, there's plates for both.

Toby Ricketts

Exactly. And, and even as a third dimension. You know, I found my I found I caught myself finding at the end of the baba verse Book One. We Are Legion We are Bob, what you know, right? Yeah, syntactically, that I was like, I'd love to see what this looked like as a movie. And I caught myself and thought the movie would never be as good as what I'd imagined in my head. Like, the pictures are better. Like with radio, I think the quote was from a little girl back in the BBC days, and like, it's

Ray Porter

so true. Absolutely. My mother said that all the time. She grew up in the Depression era. And she said, There is nothing more terrifying or magical than what you can do in your own head. When it's being said to you on the radio, movies. TV could never do justice to what I imagined, you know? Exactly. So and I took that on, I took that on early on, I did it with Shakespeare to is like try to try to bring it but stay out of the way the text enough so that the person hearing it was able to like form and fashion whatever they got out of Shakespeare on their own, you know. And I agree with you, I do think that auditory stuff. It sparks the imagination in a way that the visual when you don't have the visual information, you're forced to supply it in your mind. Yeah, exactly. And we are all of us infinitely more creative than maybe many of us would let on. So I like that.

Toby Ricketts

Yeah, it's brilliant. Right. Switching that switching gears now. So right, we've established audiobooks, very important. Love hearing stuff by audio. So you get a book in the mail. What's your process? Like? I mean, I think people a lot of people assume that you read the entire book first and make notes and stuff. Is that or do you cold read, and then kind of, you know, go backwards and forwards as needed. You know,

Ray Porter

I, there used to be a real stigma attached to, to this and I don't necessarily know why. But there are a lot of people who are there a lot of people who are able to give their best work by sitting down and really going through the entire book and like parsing out which characters which I know people who will highlight in different colors when certain characters are talking. People have visual references, pictures and things like that. Mmm. And for me, I tried all that, because I felt I should. And the books ended up not doing very well in the reviews and not doing very well in sales. And I discovered that for me, the immediacy of it is really, really important. And that does mean that you're going to make a lot more mistakes, you're going to have to go back and covers things, you're going to have to fix stuff. Most famously, there was a book that, you know, this character, the author didn't really supply any information at all early on as to what this character was. And I got the impression of what this person looked and sounded like in my mind, and I did that accordingly until page 268, when it turned out to be an English girl with red hair. And I had to go back and redo all the dialogue. That was my own, you know, but so now, basically, I will go through lightly, I also will solicit, you know, from the author, like, how do you see these characters, and it doesn't guarantee that it's going to be like that, necessarily. But it's great to have that information. But then it's more about the immediacy of it. First of all, I don't have a hell of a lot of time to like, put stuff on it. I literally, it passes through my hands to you. Which going back to my earlier statement, I do think is the way to go. I don't have a lot of time to overthink it. It's just, you know, just go and do it. And that for me has done better. The books have done better. The reviews have been a lot kinder, the response has been a lot better. When that immediacy is preserved. Yeah, you know, and I mean, being in LA you, you have to learn how to cold read efficiently and well, pretty quickly. Cuz you'll have casting directors be like, yeah, that's not the right role for you try this one. You're like, Hello.

Unknown Speaker

Yeah, I was unwilling the other one.

Ray Porter

Exactly. When I was unwilling grace, and I rehearse to a scene for an entire week. And on the night, we did it in front of a live audience. And the two producers came over and went, Yeah, that's not working. So you say this, you say this, you say this, you say this, you say this? Okay. Well, sound? Yeah. Can you do it? You know, so you'd learn to get real comfortable with, you know, this sort of immediate? It's not like a hammock? Yeah. So yeah, for me, it's the immediate approach has always been best. Yes, there are probably more pitfalls. But that's what quality control is for. I will make huge mistakes that, you know, God bless the the people who prove them and the engineers, and we'll go back and we'll fix them. I've been caught out in a couple of mistakes, embarrassingly. So. I do try to do as much research as I can. But I still get caught on stuff. I mean, we're talking, you know, 300 plus pages. I'm not going to catch everything. But you know, the deal is to try to preserve what the author's intent was what, you know, the author wrote you a letter, you the listener, and it's my job to deliver the mail. That's, that's it. So

Toby Ricketts

in order to, like, establish what their motives and then

Ray Porter

sometimes yes, sometimes no, sometimes, I mean, I've solicited, you know, certain authors and been like, hey, you know, I'd love to get your thoughts on and never hear from them ever. Or I'll finish the book and be like, hey, I really liked reading your book. I hope it does well, and I never hear from them at all. There are other authors who have since become very dear friends of mine. Jonathan Mayberry is a great example of that. I've done his Joe ledger series for a number of years, we have since become God more than friends. We're like family. And what's funny is now there's actually interplay between us in his books. He will he started doing this years ago. Part of why part of why he became such a dear friend to me was I made a joke about like, oh, yeah, next, you're gonna throw me some curveball like some weird Latvian pronunciation, you know, or something. And he did in the next book. And then it became a thing of like, find the traps that Jonathan has laid for me in the book.

Toby Ricketts

That's hilarious. And he does one of his characters Ray Porter.

Ray Porter

Yeah, but he'll throw curveballs at me, you know. And the most, I think the biggest one was he did this great book based on the wastelands. Which is a role playing game, but it's like this weird sci fi Wild West thing. And there was a character in there who was educated in England, basically raised in England British accent, but he was Lakota Sioux. And he wrote in a couple of lines in Lakota, which I happen to speak a little love because I had a friend who was a Lakota Sundancer back when I was doing theater, so I immediately texted him and was like, fu dude, I know Lakota. Hahaha he was like, damn it. I thought I was gonna get with that

Toby Ricketts

one. Oh, that's hilarious. Yeah, that's fantastic. And some of the other other projects that you've done I know we talked about the sort of like the comics, you know, having respect for comics and other things. I was very excited when you and I didn't even realize while I was listening, but that you're in the Sandman series, we're saying the credits at the end, and I was like, oh, I want to go back and do I know and I had to go back and see which ones you were which is a testament to your

Ray Porter

team. Yes. I'm very happy to hear that. Yeah. Thank you.

Toby Ricketts

Yeah, it was. It was fantastic. So much fun. I say to everyone, like if you want to hear like one of the best radio dramas ever recorded. The Sandman series is by far like, incredible. Well, you know,

Ray Porter

Dirk Dirk Maggs, aside from being a very, very dear friend, Simon Vance introduced Yes, actually is an absolute genius at what he does. Without question. You should honestly I would, if he if he can find the time and I'll put in a word, but you should have him on this because the dude is a genius.

Toby Ricketts

And he's spoken for the brain one voice conference recently in May. So as a follow up to that I might invite him on the show.

Ray Porter

Honestly, it would be worthwhile, seriously, and I'll tell him, you know, like, hey, talk to this guy. He's cool, you know? But yeah. It was amazing.

Toby Ricketts

What was the process like for that? Was that recording with other actors? Was it on your own? Yeah, I

Ray Porter

went to England. And for the first one. Anyway, I went to England. And we were at the audible studios in the glass house down by the Barbican. And crammed into this, you know, very sweaty, Hot Studio 11 actors in a in a booth built for maybe six. And some of the most mind bendingly brilliant talents I've ever seen or heard, and I got to be in the same room with them, many of them, you won't know their names, some of them you will. But we all just kind of got in the room, and we jammed and it was such a fantastic experience. And we were all very sad when it was over. It was like being a part of this rep company. And yet nobody knew each other. And so somebody would step up to the mic, and you'd be like, Damn, he can do that. What, oh, I better bring my A game. And so you got people like riffing and playing together. And the end result was amazing. Obviously, with the pandemic, Part Two was sadder for me because I recorded it right here. With Dirk directing. I didn't get that same sort of great, you know, playing with other people kind of thing. I mean, I got to work with Derek, which is always wonderful. But God, that first one, that was an amazing experience, you know, I mean, standard between Michael Sheen and Neil Gaiman doing the Beelzebub stuff, and we're just, you know, feeding off each other and doing this, it was just incredible. Yeah,

Toby Ricketts

it's just such a treat when you get such a great text and such a seminal kind of like, well, directed by the best in the business voiced by the best in the business. It's just the the result is heavenly.

Ray Porter

Well, and I've been such a fan of Neil Gaiman for so many years that you know, nevermind meeting him. Just the chance to say his words was so incredible.

Toby Ricketts

Yeah, his world building is just next level, like it really is.

Ray Porter

Phenomenal, phenomenal. And I've just always loved his, his voice, not his speaking voice not as narrating but his literary voice. I've always just, it's been it's one of those things has always drawn me in

Toby Ricketts

Yeah, listening to him narrate his own audiobooks is such a pleasure because you realize how much he writes the way he talks. And he's got this little really dumpy, dumpy, that he's got this some kind of it's not iambic pentameter. It's like, we should call it gaming Pentameter or something like this. He is yeah, he has a very specific way of reading books, which, which I've drawn a lot from, you know, and I've been inspired by,

Ray Porter

there's a there's an over arching kindness, both in his writing and in the way he says, his texts that I that I adore. And it can be talking about the scariest thing and you're, you're comforted somehow. But I mean, you know, I picked up I picked up his copy of never where years and years ago and I still go back and reread it periodically. It's just that damn good. And so I got to do his stuff. I got to play Burbidge in the Shakespeare thing, which was amazing. You know, and yeah, so it was a little bit nervous. I'm standing there in England with a bunch of British actors about to say Shakespeare and you know, I did okay, but

Toby Ricketts

Fantana fantastic. Some of your other work that I've also taken so much from I mean, Project tail Mayer was fantastic. Like that was a really nice piece of work and is doing very well in the sort of sci fi community and further you know, it's that was that was a real treat anything particularly about that series that you enjoyed, well, I

Ray Porter

love I love Andy Weir, his writing and you know, that was one of those books. People always ask me, How long does it take to narrate a book and I always say, you know, and it sounds like I'm dragging crystals out and making Graham's in the dirt. But it really depends on the book. The book takes as long as it wants. That's a book that was over too soon. I was sad when I was done with it. That's a book that I also would get up in the morning and be like, I get to go record more. You know, it was just because his his writing is so fantastic. And I had such an immediate affinity for the language and everything it was, it was a great fit. I loved it. I loved it. And I'm so happy that it's done well. Because he's a damn good writer that Andy Weir. Yeah, yeah, I look forward to what else he does. You know,

Toby Ricketts

it did sound like to me a lot like you. I mean, you're a great actor, but it sounded like that character fitted your character quite well as well. You know, it wasn't we were

Ray Porter

real close. Yeah, yeah, we were definitely real close. I loved I identified very quickly with the irreverence, the sarcasm, the occasional snark. And wonder, you know, as a massive astronomy geek myself, you know, and a big science geek I was, I mean, it ticked all the boxes for me. Yeah, absolutely. It was great. It's privileged to narrate that book.

Toby Ricketts

Yeah. And you, you seem to gravitate towards sciency work, so they'd gravitate towards you probably more accurately. Yeah,

Ray Porter

it's been more that's been kind of the way of things in the last few years, you know, I recently actually had a conversation with a producer, and when can I do other things? You know, just because I want to diversify the portfolio a little bit, too, you know, I mean, my earlier stuff is all over the shop, you know, I've got nonfiction physics books, I've got, you know, modern crime stuff, and horror, and all of that. And it just seems like, you know, obviously, in the wake of the success of Hail Mary, there's a lot of sci fi authors who are like, Yeah, I want that guy. You know, so I, so I've ended up getting a fair few sci fi books. And, you know, mostly pretty good.

Toby Ricketts

Yeah. Then I mentioned, there's a queue these days, like, do you have you got a pile that you're kind of working through

Ray Porter

pretty busy, I'm under a big ol pile right now. And I've got people that are, you know, just independently, you know, because I tend to work primarily with publishers now. But I'll have people reach out to me, like on Facebook or whatever, and bless them, you know, they're like, Hey, I'd love you to narrate my book. And it's like, yeah, I would probably love to do it. Talk to me in 2023. Because right now, it's just, you know, I'm, uh, you know, I'm gonna finish this with you today. And get back because I'm behind on one book that I've got to finish, right. And then I've got another one that I'm getting close to the red line on, you know, so I just, it's like, I gotta clear the deck. Yeah, I've got so many of these books in the pipe. So thankfully, and I'm grateful for that. Yeah, but it's a lot, you know,

Toby Ricketts

exactly. And so on. And then I want to talk about characters because you really can specialize in characters and, and differentiating them within a book, like your narrator voice is sort of very similar to the voice of using now it's easy to sort of fall back on that's, you know, that's that's obviously, and it tends to

Ray Porter

be, it tends to be like whoever the protagonist is, will also sound like this. Yeah, just because I think it's a lot more identifiable select, Bob is going to sound like me and Rylan. Grace will sound like me. Yeah,

Toby Ricketts

yeah. And to pick up on the Bob theme, and for those who haven't heard the, the Bob of this series is fantastic. The most interesting thing about it is I feel like it's a real study in how to differentiate characters, because without too many spoilers, the main character gets cloned, and, and cloned and cloned, and but each one has had is a bit different from the other ones. And so you have to, you have to identify, yeah, identify, so you kind of so you, you start off as this one guy, he splits into two, and then you need to tell the listener which one they're listening to, even though they're a clone. So what was your approach to trying to find? And some of them don't even it's not really in the texts, like, what their quirk is, some of them it is, but like, often it was just gonna your call?

Ray Porter

Well, you know, in I mean, in the case of like, you know, Homer, Dennis made it really easy, because, you know, he decided to be annoying and just do the Homer Simpson voice or his approximation of the Homer Simpson voice. Yeah. But there were others that were Yeah, very different. And they chose their own names, you know, so then it became a thing of like, a finding in the dialogue, in the written dialogue, the way they respond to something. You know, obviously the most telling thing as an actor, you know, the first thing I do whenever I get cast in a role, is I'll look through the script and see what other characters say about that character. Because there's great information to be gleaned from that. Whether you toe the line on what their description of you is, or not, you have that information. And so that's always good. Sometimes it's in the book, sometimes it's not. And I knew it was going to be a challenge for me and for the listener to differentiate between, say, Riker, and you know, Bob, and these various others and there are a lot lot and then you and a God, there'd be more I'd have to turn a page and be like, Oh God, I gotta do five more dudes. Yeah. And it became more about intention and less about inflection or mouth position or, you know, whatever. A great deal was accomplished in changing the velocity of speech and the just the internal intention.

Toby Ricketts

But I wouldn't forthright or whether they were kind of Meek or

Ray Porter

whether they were forthright, whether there was you know, whether there was, you know, more or less music in their voice, where their heart happened to be sitting at that time. So, you know, you'd have a, you know, and it's a very subtle difference, but you'd have a situation of, you know, like, I don't know, you know, Bob, you know, St. God, it's a really beautiful day today. And Riker saying, guess it's a really beautiful day today. Real subtle, real different, but they say, you know, yeah, what notes Am I playing? You know? So and that was always a challenge, but a fun one. To do.

Toby Ricketts

You keep on top of the characters, because of course, they keep appearing. I mean, the book, I haven't finished the series, but like, the it's consistent the voices across the books, and, like, I'm up to about 36 Different Bobs now. Like, how have you kept track? If you have a post it note that says, oh, remember Riker, he's a bit like the one of Star Trek and you know,

Ray Porter

I will actually go back and sometimes listen to various sound samples of the people. I mean, it's easy with the baba verse, because it's all variations of me. You know, there's a few characters that aren't Bob, in the book that I that I've got, you know, instantly, you know, Guppy sounds like Admiral Ackbar. You know, Bridget, you know, as an Irish woman, you know, the various generals and that sort of thing. So that's one thing. The Quinlan ones, you know, that was another challenge of like, how do I come up with, you know, these, these voices for these characters, based on whatever their mouth structure is, that's in a later book, you'll find that out. But it's a lot of it, it sounds real, like, but I just I remember people's faces, I this is true in life, like, you and I could walk up at the same pub, and I'd be like, Oh, hey, um, I mean, I would know you because of your face. I wouldn't necessarily, I'd be terrible at remembering names. Do you know what I mean? There's a connection there that that kind of is a connection there with the face. And so for me, when, when a character pops up in a book, it happens most of the time, not all the time, but most of the time. It's like, an image of what they look like will pop up in my head. And then there's no other way to talk than what that face. Yeah, no, yeah.

Toby Ricketts

Because he knows the person. And they you know what? Their loss? Yeah,

Ray Porter

yeah. So you know, yes, my son what his father does for a living, he sits in a blanket for talking in different voices and seeing different faces. And they pay him

Toby Ricketts

advice basically sums it up, doesn't it?

Ray Porter

Pretty much. Pretty much.

Toby Ricketts

Like how important is life experience and bringing these characters to life? Because you know, you, if an 18 year old wants to write a book about a 30 year old, it just doesn't it like it doesn't seem possible, unless they're incredibly talented. And watch, I've watched a lot of other people do that kind of stuff. And I hear your life experience come through a lot on the big life moments of these characters.

Ray Porter

Well, obviously, it's going to be because it's the most readily available, obviously, it's the easiest to get to because it's, you know, right there I lived it. You know, the, you know, the old adage that like, once you're old enough to properly play King Lear, you're too old to properly play King Lear because it'll kill you. Once you've acquired, you know, that life experience and all that I do think that to a degree, that's important, but I really, really hate gatekeeping in anything like our craft. So I would always counter like, you know, the thing with the 18 year old, you know, 18 year olds have come up through a childhood that you and I know absolutely nothing about. It's true. They're going to have wisdom and depth in areas that you and I simply cannot understand. And it's going to affect them. And so I think that there are massively eloquent performances that can come out of someone who's in their early teens, but the performance is miles deep. I do think that there is regardless of how old you are or who you are or what your background is, there is absolutely no substitute whatsoever for being a voracious reader. I really do believe that. The more you read, and I'm talking about starting from childhood, you know, you should always have a book going have different kinds of lots of variety of different things. The more that you do that, the more you're going to understand. It's less about life experience than it is about human wisdom. Wisdom about humans compassion for that, which is different, that sort of thing. And that's going to add more colors to your palette if you choose to be an actor.

Toby Ricketts

Yeah, feeling things about things. Like very nicely. Yeah, yeah.

Ray Porter

Yeah. Yeah. I mean, ultimately, you know, any, any good scene is just humans being. To me, there's no more ready source of undiluted humanity, then a wide variety of reading. And you should never stop. If you're eight, or if you're at eight, you should have a book going, always, you know, I just I've always believed that it's good nutrition. But if you decide to do this for a living, it's, it's essential.

Toby Ricketts

Even if it is audio books, hopefully,

Ray Porter

even if it's audio books, yes.

Toby Ricketts

So in coming up with these different characters, and like bringing them to life, there's a number of I like to talk about when doing voiceover for any reason for commercial or for even elearning. and stuff. There's different kind of levers, you can pull in terms of this. There's like tone, and there's Tambor, and there's pitch, and there's tempo and there's like, then there's things like accents as well. Um, it sounds like you come from a very, like, intuitive place. So you're not really necessarily consciously thinking, Oh, I'll do this character a little bit faster. It's just what feels right in the time. But like, what are some of the levers that you kind of have at your disposal? If you were thinking about how to construct the character? That that might be sort of uncommon one's sense?

Ray Porter

Sort of, yeah. You know, though, one, the one big thing that I have grappled with and I've struggled with, I don't know if this directly answers your question, but I have struggled for years with honestly and properly and respectfully, giving voice to women, characters and female characters. It's really easy to like slap a voice on hope for the best. And I haven't been satisfied with the results ever. It's always been a massive challenge. So I've recently started experimenting with the idea that there are a ton of women who speak in a lower pitch and a lower tambor than I do. When I live there, why not focus more on character? Why not focus more on that sort of thing, and let the audience fill in the information as best they can, having gone along with the conceit, that they're going to be told an entire story with a bunch of characters at the hands of one guy, you know, and I think it makes it more noticeable if I try to put something on like I'm doing a woman's voice now you know, kind of thing. And it takes the listener out. Again, do less, do less get to the humanity of it, get to the truth of it. Sure, there's things that I'll do, I'll pull like tempo changes for certain sequences or certain arguments or certain discussions. Sometimes with authors I have said before, that I despise adverbs with fire inside me that I have a hard time describing without using profanity. Example. Where are you going? He asked belatedly, why do you ask? She said quizzically, I'm not sure he said confusedly. Then they walked out both redundantly. eff off with your you know, first of all, stop telling me how to do the line. Second, stop telling the audience how to feel about what you're writing. If your characters aren't full enough or rich enough that they require some tacked on spotlight, then go back and write the character better. You know, I should understand based on the dialogue, since human beings only have the dialogue when they're talking to each other. I should get it from that. Yeah, sorry. Let's go. So Fox,

Toby Ricketts

that's good. It's a bit like clumsy exposition in movies. It's like we don't have time for this to unfold. I'll just have the main character tell someone else about it on the screen.

Ray Porter

Right, right. Exactly. You know, yeah, the classic freeze frame. That was me six months ago. And even in exposition there's a lot that can be done. And I think too few people focus on it. There's a great deal that can be done just by shifting your articulators around a little bit. You know, and not a lot of people employ it and I really would love to see more people experimenting with it. You know, you in your day to day, you know, delivery, the way you talk just on the street the way you talk when you're doing you know various bits of copy or a game or a book or whatever are going to move your jaw in a certain way. Move your tongue in a certain way. Put the air in certain place and the voice and a certain place in your body based on how you've lived and that's just sort of the happy place for you. Well try shifting that. You know, if you find you speak into chest voice most of the time, put it in your head. Now I've done nothing except just change where my voice lives. And that's a different character right there. If you know if the audience is willing to go along with it. That's a different character.

Toby Ricketts

You know? Yeah, shift the way pediments the way like mine, shifts the way your tongue

Ray Porter

your tongue moves around in your mouth just a little bit. And suddenly, it's a different, and I've done nothing except move some muscles around. Yeah, yeah, you know, it's no, it's, this is basic ship. It's like acting one on one. It's just shit. I'm finding out now on my own sitting in my sad blanket fort in Pasadena. But I love it. It's fun.

Toby Ricketts

It is. And I mean, I'm on the similar journey in terms of like, in teaching voiceover, which I do with Greg for the brand quite a bit. I find the truth, which I'm like, I just whistled, right past that, when I was learning how to do this and happen to start doing it. But like, and I find out so much by exploring how I know what I know, you know,

Ray Porter

there's no better education than teaching. In that true, you go back and you're having to focus on first principles, which I believe we all should do. You know, my friend Dirk, in addition to being the most genius producer ever, is also a massively talented drummer. And just this last week, because I spoke to him, just this last week, he was going into a drumming class. You know, go back to basics, learn the stuff, you know, recover that stuff you think you already know, you know? You know, what was it somebody said, you know, your assumptions are like a mirror every once in a while, it's a really good idea to wipe the mirror off so you can see better. And I think it's true, we especially if we've been on the game for a long enough time we've we've structured, the sorts of things that kind of hold us up. And we have these assumptions. And this is the way you do things, you should question those all the time I do constantly,

Toby Ricketts

what an interesting time to be having this discussion. Because over the last two years that we've had been having, especially in the West Coast of America, we've been having the inclusivity discussion and and the fact that it's no longer acceptable for like actors to play minorities in a kind of a derogatory fashion or in an a stereotypical fashion. Because that does not summarize an ethnicity, for example, but it's always been, like kind of the lazy way, but also the kind of the expected way, like, if you want the audience to know someone's Indian, then you'd like do an Indian accent. And but like this is the tension that's between acting, acting means playing other people. But this, like, we've had to change how we do that, based on these discussions.

Ray Porter

You know, for the longest time, there was a whole lot of people, you know, my mother used to tell me, I remember she told me this, I was really sad because I was up for a role and I didn't get it. And a person that I hated, got the role that I wanted. And my mother, who, you know, has forgotten more things about being an actor than I'll ever learn, said it was their turn. It was their turn, It'll be your turn. It just wasn't today. So many people, so many incredibly talented, brilliant people have never had their turn. So now, a lot of people are getting their turn. And I think that's right. Now, with that comes a lot of hurt a lot of assumptions, a lot of ignorance on every side. I want to believe that everybody is coming from a really good place in their heart with addressing this, but you know, I mean, in theater, you're seeing a lot less straight white dudes, you know, playing lead roles in theater right now. And I know that that's been hard for a lot of my straight white nude friends. However, it's been great for a lot of my, you know, queer friends of color, and different abilities and that sort of thing. They're getting a turn, and it's way overdue. I believe that, as Ian McKellen says, it's all going to kind of settle down. And people are going to recognize that acting is acting and living is living. But right now, people are getting their turn and I'm glad for that. You know, I'm not affected by you know, I don't get a job because my skin is this shade or my hair looks this way or whatever. I'm not bothered by that. Why should I be you know, it's somebody's turn. And that's great. Because there's been a whole bunch of people who, you know, I mean, I have friends who tell horror stories of getting called into an audition for something. And it's literally like, Oh, you're black, you know, kind of thing and horrifying. Um, I've never felt that way. I don't know what that is, I'm completely ignorant of that kind of pain. And so I'm not gonna even try to speak to it. So I think that, you know, I, I, quite often in doing audiobooks will be giving voice to characters who are women who are women of different ethnicities, men of different ethnicities, people of different nationalities, sometimes the author will say, he spoke with a heavy Indian accent. But if you say Indian accent, there's a million Indian accents, which one, you know. So, it requires me to be a lot more observant. And if anything I'm doing feels like a comfortable generalization. I go back and try to try to eliminate that, you know, there's an like, Yeah, I mean, there's a thing of like, you know, yeah, I mean, one of the most racist things I've ever heard in my life was someone saying, Well, you don't sound black, to one of my friends is like, That's horrific. Please don't ever say that again. Again, we are all of us. big, messy, diverse, huge, complicated species of mammal. And we express ourselves in a lot of different ways. And if I'm an actor, and I'm meant to hold the mirror up to reality, then I want to try to get that mirror as polished and clean as it can be. Without assumptions. To hold that mirror up. It doesn't mean that I'm scared, or I shy away from doing let's say, an angry woman who's black. And from south, you know, south of the Mason Dixon Line. I just need to be real damned accurate. And anytime I feel like I'm making any kind of an assumption. I don't dare. Now, on that same note, one of my good friends, Peter Klein's, who is an author I've narrated a million books for. And we've had some good success together with his audiobooks, had a new book coming out. And he reached out to me and he said, you know, the main character is a young Latina, and a young black man. And I'm like, I hope you find the right narrators for that. That's real different. And I would never, ever for a second, assume that I could do that.

So, you know, it's a very sensitive time. There's a lot of feelings around this. There's a lot of again, there's a lot of assumptions and ignorance and confusion, but I hope that through all of that stuff, everybody will endeavor to try to reflect humanity with as much sensitivity and awareness as possible in their performance. And we have to remember, it's acting. It's pretending this isn't real, you know, kind of straight actor play a gay person. I hope so. Enough, gay men have played straight people for a long time. You know? I mean, yeah, I mean, you know, as a soundbite, that's horrible. Please don't put that up as a soundbite. I'm gonna get such angry letters. But do you know what I mean? Yeah, absolutely. Yeah. Um, you know, and I'm, again, I'm taking this from a comment that Ian McKellen made a few days ago of like, why would you deny yourself the gift of this actor if they are the most brilliant actor for this role? Why would you deny yourself their performance if it isn't? ticking every demographic that the character is, you know, I've played horrible murderers. I'm not a horrible murderer. I've played terrible racists. I hope I'm not a terrible racist. I do my best not to be. You know, I'm an actor. It's pretend I have to embody and give voice to characters that are as diametrically opposed to who I am as possible. That's the job.

Toby Ricketts

Yeah. It comes with the territory, doesn't it? It comes with the

Ray Porter

territory. But I do like I do like that there's a whole lot more people being given an opportunity now both in audiobooks and in voiceover and on stage and on screen, because it's fair. Mm hmm. It's getting fairer. It's not quite fair yet, but it's getting there. Yeah,

Toby Ricketts

exactly. Yeah. The impetus seems they had the kind of intention, like is definitely spreading to make it more fair, which is which has been a very welcomed.

Ray Porter

Absolutely, absolutely.

Toby Ricketts

Speaking of, you know, giving voice to other characters and things. I've always been an absolute accent nerd. Like I just love accents you've spent it's a brilliant place to learn different accents, especially up in the sort of like RSC, we're also has to diversify to know Within Stuff People Say like a British accent, it's like, wow, that narrows it down. Like American like this?

Ray Porter

Well, the thing I say to people, whenever they talk about a British accent, I'm like, you're talking about a country where if you drive 30 miles, Brad has a different name.

Toby Ricketts

Some of the people, the opposite ends cannot even understand each

Ray Porter

other. No, that's absolutely true. Absolutely true. You know, are we talking west country now? Or you know, and were in the West Country? How long counties? Scots, you know, very In Scots is very different. Just in Scotland. I mean, you got, you know, on this coast, west coast Highlands. Totally. And then the guys from Inverness who sound almost American, they sound like an American doing a light Scottish accent a lot of people from Inverness, you know, and they're like, you're not from Scotland? Yeah. I'm from Inverness, as Scottish as it possibly can be. Yeah, you

Toby Ricketts

know? And do you have resources? How do you how do you do you study accents for certain roles? And and how do you go about that?

Ray Porter

I, you know, weirdly, I do study a lot of American regionalisms. And there are some that I find unbelievably hard. Try Philadelphia sometime.

Toby Ricketts

Yeah, that's a good one. Isn't that? Yeah. So you'd like that the East Coast, like kind of halfway down in the middle. They're like buying Washington. There's all this like, as soon as it gets into mountains, there seems to be a lot of crazy stuff goes on.

Ray Porter

Well, yeah. Cuz a lot of it, you know, up until fairly recently was closed off from the rest of the world. But you know, like, like I said, Try Philadelphia. Alright, you've tried Philadelphia, congratulations. Try Bucks County. Totally different sound. And it's the same state. Yeah. So within that, this is going to sound like such a cop out probably is I'm a lazy bastard. What can I say? I have found that you will sound more accurate when doing either a language or a dialect. If you're incredibly sloppy with it.

Toby Ricketts

I think that's true. I've taught people that with accents. You've got to kind of learn the accent and then just relax into it. And like people with a certain accent don't they're not they're not actually conforming toward the like, we're all kind of a bit a bit rough around the edges.

Ray Porter

being different. Yeah. Every every human. I mean, I have. I just came back from England and I've got a lot of friends over there from all over the country. Do you know what I mean? It runs off us. And you sound real different. I can tell you've been living in New Zealand for a while.

Toby Ricketts

Suddenly. Yeah, but it's in New Zealand is that like, gosh, you sound a little bit British. No, of course. Of course. It's

Ray Porter

I knew a woman who was Glaswegian, who lived in the States for three years and her friends back home started calling her the Yank. Because she sounded American to them. I can't tell you how many people in England that don't know me. You know, I just happened there was a woman on the street in Hartfordshire. Who was like, you will foreign? Yes, I am. Where are you from? My friend said where do you think? And she said, Australia. I was like, no, she went South Africa. Canada? No. I'm from the US. Oh. So I think that there's when you focus precisely on a dialect when you focus precisely on a voice or something like that, it's going to take everything out of the story. It takes the story out of the story takes the audience out of the story takes you out of the story while you sit there turning wrenches when the whole point is the damn story tell the story Yeah, bring the character well I have I have found that less is more for sure. That being said, you know you have to be very careful about things like you know where where would this British character make an R sound rather than an ass sound? You know with the word you know that sort of thing? Yeah. I do. YouTube is a fantastic resource for dialects you know you just can't look specifically for the dialect Don't ever do that you know West Country dialect into YouTube and you'll get some very well meaning educator who will say you know, if you want to do a good West Country dialect, harden your Rs Well no, if you want to really great West Country dialect watchtime team a big blonde hairy dude who's an archaeologist has a fantastic Somerset dialect. Yeah. Pick him up pick them up where you can I mean, the great thing about living in a city like Los Angeles is I'm constantly bending my ears to the way people sound you know?

Toby Ricketts

Yeah, tourist towns and good like that. You can just sit on towns are brilliant that way and and like eavesdrop? Yeah, or um, the other thing, fun thing to do is like find someone who's got an interesting accent to follow them around for a bit, listen to what they say. And then you start you go around and be that person for little bit in that environment and like force yourself to to just go out with that accent. It's not full immersion.

Ray Porter

full immersion is the only way but also, you know, I love hearing them. But then I have to remember this thing. There's a great in Saving Private Ryan. There's that moment between Tom and will Matt Damon where they're sitting there and Matt Damon tells that of what I heard was completely improv story about his two brothers who had been killed. Obviously, we know this in the movie by now. And then he says, I can't remember their faces, I can't remember their faces. I'm thinking and I can't remember their faces. And Tom Hanks, his character says you have to put them in a context. You have to put them in a context, don't try to think about their face, think about what they were doing at a certain time, or remember them. Remember the time that you guys all did this thing, and then you'll see their faces. And that's absolutely true, I believe. And I think the same is true for recalling voices and or dialects put it in a context can be very, very helpful as far as recall, you know, a physical segment

Toby Ricketts

where you hold it in your mouth and your posture. Like yeah, yeah. With characters really. It's really

Ray Porter

Yeah, yeah. Like, I knew a guy I knew a guy who was from Wellington and had lived in America for a long time. So there's this strange kind of mishmash, you know, not everybody sounds like Jacinda. Ya know, as much as I'd like to have her running things here. She's not everybody sounds like her, you know, and the same is true in England. Right? I mean, you know, you sound different from Simon Vance, from dirt mags to from all of my friends, you know, because everybody sounds fundamentally different. I don't know where my dialect is from. I can hear a fair amount of Midwest in it. But that's just for right now. Sometimes there's east coast, and it seems, you know, the it's all these little influences, which makes it all pretty much of a mess. So I say, play the mess.

Toby Ricketts

Yeah. It's a spectrum.

Ray Porter

I love the slice. Yeah. Don't have to be precise. And if you are, it'll sound artificial. Yeah, yeah.

Toby Ricketts

Yeah. Well, fantastic. Well, you have I've taken up so much of your valuable time. I know, but very pleasant. To be very fun. We haven't even talked about whiskey yet, but I'm sure we can

Ray Porter

all enjoy whiskey podcast.

Toby Ricketts

It's a good question. If we serve and whiskey podcast,

Ray Porter

you should do you should do that. To actors talk and slowly get pissed.

Toby Ricketts

Yes. Well, maybe we could make that happen one day.

Ray Porter

Yeah, we gotta get Vance in here for that. Absolutely. Yeah.

Toby Ricketts

Yeah, well, maybe I should just come to the next time I'm in LA, we'll just get down. It's one.

Ray Porter

We'll just have a massive piss up. That'll be brilliant. And you can tell people about it later.

Toby Ricketts

We kind of touched upon my last question, which is, which has to do with like, you know, newbies, people wanting to get into the industry. People love listening to audiobooks, and they're like, I really I just want to do this. I love reading books. I feel like I'm good at characters. What do you say to them? Like how to do the work and how to get the work? Do you have any formed opinions? So it's obviously a very different time from when you started. But he's very different. Now. Do you see any avenues that you would recommend to people who are on that journey? Well,

Ray Porter

there's there's a variety of avenues. I mean, I know that ACX has been very good for a lot of people. It's not been great for some others. So I really can't speak to that. Obviously, just like, you know, being an actor, there's no substitute for acting. You know, somebody's like, I want to be an actress, like, great, go do a play. What do you mean, there's a play happening in a church basement within 15 miles of you, I guarantee it, go do it. You know, the same is true, I think with narration. The more you narrate, the better you'll get, the more comfortable you'll be with it. You know, that sort of thing. And eventually, it'll happen. Yes, sometimes the process would make you want to prescribe riddle into a glacier. It's a lot slower than any of us would like, but it will happen. The one big pitfall that I always bring up with people who wants to narrate audiobooks is you know, I'll say, Go on Audible. Listen to as wide a variety of people as you possibly can to get a sense of what they do. But for God's sakes, do not do an audiobook thinking about what you should sound like. You will get work as you the narrator, not you the sum, total conglomeration of all the popular narrators in the world. Don't try to sound like me. Don't try to sound like brick. Don't try to sound like Vance. Don't try to sound like Hilary Huber, or Aaron Bennett or xe sands or any of these other narrators who you'll see getting awards all the time, Bonnie Turpin, and you know, there's so many incredibly talented people out there. And the one thing that I can say is true about all of them is that they above all sound like them. They don't sound like other narrators. So, you know, anytime you start thinking about what you should sound like you're not doing the work.

Toby Ricketts

Yeah, yeah, same for commercial So, so many people who come and say, I've got a great voice. And it's like, that's not your voice though. Is it?

Ray Porter

Me, I want to I want to take one of your classes because I can't get arrested on commercial voiceover. I can't. I do all these audiobooks, and you know, all this on screen stuff. And I, for some reason, yeah. You know, so. And I've started to I have started because, you know, in the last few years, I realized that I was doing exactly what I said not to do with audiobooks. And I was like, What should I sound like? As opposed to,

you know, fuck it, I'm gonna just sound like me. But it's tough. It's very hard. Well, let you know,

Toby Ricketts

we'll continue that conversation after the interview, because I don't see why you shouldn't you're definitely talented enough, so it's just an access thing. So yeah, well, and but it's, you know,

Ray Porter

if you want to start out doing audiobooks, I mean, obviously, it's a very, very, very busy field right now. So I would say that the place where to go that has, you know, copy that's like ready to go and, and wants recordings of it to start with would be ACX. They're a great clearinghouse for this kind of stuff. They're fantastic. Obviously, have some decent business sense about yourself, so that you do get paid for your work. There's been some horror stories about scams on ACX. You know, yeah, where people just disappear or whatever. So you know, be an adult about it. Don't think about what you should sound like. And don't take anybody's advice that is telling you to buy 1000s of dollars worth of gear, you don't need it right now. Get yourself a good microphone, that's going to probably not be a USB mic. Get a decent microphone, get a decent interface. And used to you don't have to buy new, go on Craigslist, go on gum tree, you know, or whatever the clearing house is, wherever you live. And just get yourself enough gear and a decent environment to record in and then just dammit, start recording, and start narrating.

Toby Ricketts

I wonder if there's an avenue for like peep. There's lots of people who want to be authors, their writing, they've just written their first novel, they haven't gotten a show of actually getting audible studios to pick it up. But like, if you could if there are groups on Facebook of like, of novice authors who want this, like you could both grow up together like that might be an ad

Ray Porter

Could you Could I do see it often in the audiobooks subreddit, where someone will be like, I've just written this thing, or this is my first narration, you know, give it a listen. I don't know what kind of success that has really. I do know that there's a plethora of people on ACX who are like, Hey, I've got you know, this 250 pager and it's not published yet, but I'd love to have it in audio. You know, that sort of thing. The works there. You got to do a little bit of digging before it starts coming to you. But it it is there. Yeah, yeah. So. Yeah,

Toby Ricketts

very nice. Well, thank you so much for your time today. Is there anything we haven't covered that you you wanted to cover? Uh

Ray Porter

huh. No, I can't think so. I do think it's really vitally important for anybody who's starting out to grow a beard and long hair.

Toby Ricketts

Absolutely. Yep. Guarantee big, big top tip.

Ray Porter

You heard it here first.

Toby Ricketts

Well, we're gonna send over descender to run in the 2024 presidential leg. Thank

Ray Porter

you. She gets my vote immediately. What are you guys gonna do though?

Toby Ricketts

I don't know. There'll be there'll be someone else I'm sure even even most right even though most right leaning politician is still well left of center in the States, I'm sure.

Ray Porter

Oh, God mate Yes. You know. Yeah, I'm I'm I on those visas hard like, you know, I'm just gonna come over there and declare asylum. Yeah. Become an asylum seeker in New Zealand.

Toby Ricketts

Fantastic. Thank you so much for your time today report. It's been great to have you on the show.

Ray Porter

An absolute pleasure. Thanks, man.

Transcribed by https://otter.ai

Interview with the CEO of Voices.com - David Ciccarelli

Voices.com is the world’s largest Pay to play voiceover marketplace. It has the most talent and the most jobs. While there has been some controversy in it’s past, Voices pledged to increase transparency and create a model that was mutually beneficial to talent and the platform.
I sat down with co-founder and CEO of Voices, David Ciccarelli to talk about his platform and the state of the voiceover industry and we covered the following topics;

The sale of competitor Voice123
Does it change your strategy?
How Voices measures its size and success
How clients are attracted to the vdc platform, and why that is important
The race to the bottom hasn’t eventuated, is there a pressure from clients to reduce costs?
Does voices.com want talent to bid lower or higher rates?
Any other pressures that come from clients?
Are P2Ps responsible for setting prices?
What have been the milestones or key moments in the evolution of voices.com?
How Voices achieved a capital raise to take the site to the next level
Where was the investment spent, on site development or on obtaining clients?
How talent receive no feedback from clients – why is this?
How new talent can improve the quality of auditions
Why are there so few jobs for New Zealand and Australian talent?
Why did Voices change the terms and conditions to own any voice files talent upload?
Is Voices Training an AI voice using auditions?
What are the reasons behind some of the other changes to T&Cs recently?
Why did you launch your new creative services stream recently? Is this complementary to voiceover?
Does voices.com allow talent to get in touch with clients directly?
Would you do a discount or a free month for talent returning after 3 or 4 years to try it out again?
What’s the split between professional services jobs and self-service jobs? Do you try to encourage either?

TRANSCRIPT:

Toby Ricketts 

Welcome to VO LIFE brought to you by Gravy for the brain Oceania. My name is Toby Ricketts. I am your host, we talk to the big thought leaders in voiceover and related industries. And I'm very excited to have a guest today, who needs no introduction. Really? It's David Ciccarelli from voices.com. How are you today? David?

 

David Ciccarelli 

I'm doing great and better now that I'm here, Toby, thanks for the opportunity to to have a conversation really, and to talk shop, as they say about all things VO.

 

Toby Ricketts 

absolutely. Exactly. And I mean, hot off the presses one, it was great timing, because then announcement by from one of your biggest competitors voice 123 has been acquired by backstage. So right off the bat, any sort of like thoughts, this has changed the industry at all, in your in your view?

 

David Ciccarelli 

Well, you know, I think the industry over like many, over the years is certainly, you know, players get bigger and eventually consolidate, there's new ones that come, you know, new platforms that emerge. And, you know, I think that was a, you know, perhaps an inevitable outcome at some point. And she, I mean, congratulations to both backstage and voice 123 even pulling off, you know, a merger or an acquisition, like, that is certainly quite an effort. And we can talk about our own experience of voices doing making similar moves. But you know, backstage just being, you know, an authority and leader in the on camera world, you know, but first and foremost through their, their magazine, their print magazine, which they had run for, I believe, almost 50, more than 50 years. And then now with online casting in on camera, predominantly. And, you know, we, as Stephanie says, really my wife and co founder of voices she once wrote for backstage as well, too. So I think they were interested in entering into voice acting, and in a bigger way. But backstage actually has maintained a, let's call it a house of brands type of approach. They don't necessarily merge everything, all together, there are other music websites that they have acquired over the years, and then run them as standalone entities. So, you know, if history repeats itself, they'll probably do the same thing. With with voice 123, at least for at least for a while, and, you know, but it'll be interesting to see how it all plays out.

 

Toby Ricketts 

Yeah, absolutely. And it doesn't change your strategy in terms of voices being a kind of a, you know, it's like you're the two biggest players, it doesn't change your your, your thinking,

 

David Ciccarelli 

not not at present, you know, we we maintain, you know, more than unless it's actually an entire, you know, a lot of software or technology companies maintain these 10 competitive intelligence platforms, basically, news clippings, web analytics, and insights, that analysts reports, these type of things that, you know, it's all public information, but it does serve as repository. And so types of things that we look for are, you know, changes to key pages on their website? Are they hiring in new positions, right, that might indicate a change in their strategy. And so those are the types of things that that we look for, but given its, you know, recent news, you know, we'll certainly keep our, our eyes and ears open. And who knows, I might, it might actually open the door to another relationship with backstage for us, given we've actually been in dialogue, you know, every time I'm in New York, and specifically Brooklyn, you know, visit their offices and say hello, and, and try to keep a cordial relationship going.

 

Toby Ricketts 

Fantastic. Wonderful. So you've been the CEO of voices.com, for 16 years, you know, it's a it's it's the biggest platform in the market there. What kind of metrics Do you have around that sort of business? Like the number of voices, the number of clients? How do you sort of measure your place in the industry?

 

David Ciccarelli 

Well, the first and the first and foremost is actually just looking at just pure number of registered users, how many people are kind of putting up their hand saying I want to participate in the industry in some way or another. And, you know, recently we crossed over, actually was just last year, we crossed over 1 million registered users. And since the onset of COVID, I think it's ushered in a whole new wave of aspiring talent, people who maybe you've always wanted to have the dream, they want to get into it. Unfortunately, perhaps they were even laid off from their previous position and found themselves at home saying I have skills and abilities. How can I be, you know, pursuing a career I've always wanted to, or, or generating income otherwise. And so that, I think, again, is has ushered in, you know, another million registered users. Now when I say registered users, really, these are people who've signed up. Maybe they've uploaded a demo which obviously is a critical prerequisite, as you know, but you know, a lot of people are just trying to gain information. But in terms of, you know, to, to, you know, what matters, candidly, a lot more is actually the volume of job postings that are coming to the website. So we're kind of just north of the 5000 job postings a month, coming to voices, you know, across, you know, all manner of industries, all types and genres of vo. And, you know, there's this kind of core group of about 40 42,000 clients that are posting jobs on on a quite a routine basis. And so those are just, you know, some of the metrics just to give a sense, but really the other day, it's like, we're doing our job if we're bringing jobs to the platform that all of you talent can can pursue audition for, and, and obviously, hopefully, when that work,

 

Toby Ricketts 

absolutely, I mean, lots of it seemed like for a while there, a new p2p would start every week and telling everyone that they were the new the new kid in town, and they were going to be the biggest of the year. But it all comes down to jobs like that's, that's entirely what what voice talent want to see on the platform? They don't they kind of don't want the stuff around the edges. It's just like, is this going to feed me? What do you think has been your your strategy and the successful behaviors and activities that you've done that has led to us sort of being having the most jobs of any p2p?

 

David Ciccarelli 

Mm hmm. I'm so glad that you, you brought that up of the the number of new entrants, right, and this might sound like a page of a, you know, Harvard MBA, but there's this concept of like, you need for a marketplace like this, you need supply or service providers who are all the talent, you need the demand. But you have this other force, which you're like, you know, you have your existing known competitors, then you have this other force of these new entrants that come in constantly, that create a lot of kind of hoopla, and candidly, a little bit of a distraction. And, you know, having been doing this for, as you say, 16 years, I've counted, at one point, I had a list of over 100 sites that have kind of come and gone. And it's, it's like, literally, they're just repeating the same playbook, which is, we're going to be the best site for talent. But what the, the secret sauce actually is, in order to be the best tight site for talent, it's not about having the most beautiful profiles, or kind of certain gimmicky features. It's actually the site that can win over the clients that are bringing, you know, bringing those jobs to the platform, we run surveys, to our, you know, top tier Platinum talent to premium talent. And we always ask, like, what, what do you find most valuable is that great customer service, these excellent downloadable resources and more of it, and they're like, these are all nice to haves. But the only thing in terms of measuring a talent success on the platform when they the end of the year, like do I renew my subscription? Are we going to continue with this? Everyone's just going Did I make two 310? x my return on my on my subscription? That's kind of the the mental math that we see people go through? And so to answer the question, how do we try to kind of live that out and fulfill that need, and almost to the exclusion of like virtually everything else, we we market, we build products with a dare a bias towards bringing more clients onto the platform. It's not that we're neglecting talent, we just know that you can build things for talent, that sound nice. But the way we're being held to account and our measure of success is did I get a return on my investment in terms of volume of volume of work? So there is that tendency towards clients, we love the talent community, we spent a lot of time and energy and outreach in trying to build one on one relationships. But we've just found that sometimes that tiebreaker needs to be what is is this client going? Or is this going to help a client go through the process faster and easier, and come back again, to hire yet another talent? And so that's kind of been one thing, and that that permeates Toby? product decisions, hiring decisions, marketing campaign decisions. And and so those are, it's just having that it's not going to be a 5050 split, it might be more like 6070 80% of our time and energy might be on the client end of the business so that it can ultimately we can we can satisfy the needs of the town.

 

Toby Ricketts 

Do you see clients at all kind of like, defining like changing the way voiceover voiceover voiceovers are behaving like that. There was lots of talk about this kind of there was this race to the bottom about sort of three or four minutes this this this phrase that got thrown around the race to the bottom, which I think no one can say has actually happened, like, there's definitely been a fragmentation at the very bottom of the market, which was always going to happen. Because you get, you know, everyone suddenly needs a video on small businesses can't afford, you know, $5,000 for a video, for example. So there's going to be a lot of small jobs. But I don't think the race, the fears of the race to the bottom have actually occurred and voices.com certainly hasn't been like, hasn't, you know, driven down prices? From what I've seen. There are other pressures that come from clients, that would negatively affect your service, do you think or I mean, you're kind of the the gatekeepers in a way, who are looking at trying to, you know, you're trying to look after both parties. At the same time, you don't alienate talent, you do want to alienate the clients, because that's where the word comes from. Do you see any sort of big, big changes in the industry in terms of how clients are requesting voiceover these days?

 

David Ciccarelli 

Well, you will, if I may, I love the unpack the race to the bottom. No, hypothesis, let's call it that. And thank you for acknowledging at least, you know, anecdotally, from your perspective, not seeing that happen. Either we we measure this concept actually very, you know, numerically called ASP average selling price, what is the average selling price that we can get a job fulfilled on the platform. And just because the entry level budget range was 100, to $250. us US dollars, doesn't mean every job is 100 to $250. Sure, call it, half of them are, but the other half are five, you know, 250 to 500 500, to 750. And then it goes up from there. Now you get the few whales that are in there that are the 10 and $20,000, that's going to bring up the average average selling price. You can think of that as like the amount that the job kind of, as they say, cleared for which was ultimately hired for what we because we measure that we are also incentivized, and I'll you know, be very Canada with this. And it's not just a phrase, it's a belief that we have that our business actually is based on shared success with the talent. So just think about this, we want talent to be quoting higher and higher and higher, because we generate a 20% platform fee. Upon that success, if we can if we can find that client a talent that they want to work with, and they hire them, then at the higher and higher prices year after year, the talent becomes happy we dispel this myth of race to the bottom. And voices, likewise, is is increasingly generating more revenue that we obviously go to invest into winning over the next client to bring them onto the platform, as well as you know, product and development improvements as well. So I actually think that our intentions and our outcomes are aligned, in terms of voices in the talent, we want prices to go higher. So how might we do that? A couple examples, we have a rate sheet, which is barely just a, there's lots of great ones out there. The GVA has a very, very detailed rate sheet. Ours is just kind of a quick tear sheet like you need a quick and dirty reference of what something might go for. It was to answer a question, what do I charge for x, that's really all the rate sheet was on voices. But we've actually increased kind of like the budget ranges over the years, like something might might have been in the 100 or 250. bracket before. But now we we nudge that up to the next bracket. So that's kind of a soft influencer. The other one is the, when the client goes to post a job on voices, we actually have a price recommendation engine. And so what it does is when they're filling out the job, we say, hey, based upon other jobs that were similar to yours, we recommend a budget range of 1000 to 1250. And by providing that it actually overcomes a lot of anxiety for first time clients, they've never hired a talent before you're a junior creative producer at you know, said ad agency, you know, you've been asked to hire a talent for the first time, you know, you're doing some research, your main objective is to hire the talent, but you also want to get a good quality talent. I want to therefore quote appropriately, I just don't know what so this price recommendation engine is is another way to do so. And so I mean, those are kind of two tactical ways that I think demonstrate hopefully to the community that we actually our incentives and our outcomes are completely aligned. So we haven't seen this, you know, you know, proverbial race to the bottom. And lastly, if I may, I think it actually is this this concept, which you know, maybe some of some of the viewers have actually heard me speak about before, which I call the Goldilocks effect, which is when you're a client, and you're seeing and listening to talent, and you're seeing quotes of all of these ranges, you know, you can You know, talent have five stars, they're great. Why would I go with, you know, the lowest the lowest quote, on on the responses list?

 

It's kind of raising some red flags, you know, it's like, you don't want to be too hot and over quote, you also don't want to be under. So what we've seen invariably, when there's this, you know, a range provided invariably, the, the, the winning talent is within the middle of the range. Now, it's not, you know, precisely in some kind of odd numbers, but it's, it's, it kind of averages out that it's within the range, it's certainly not below I think that scares clients off to go, are there some other? You know, do you have to go book a studio is, there's something else I don't know, is this a new talent that really doesn't quite have the skills to be able to deliver it. And then if you're over quoting, you might have priced yourself out of the market, because if they're competing, you know, you know, and I use air quotes on that term. But if if there are three talents that are like, you know, equally good, then the clients probably going to go for one that, you know, maybe a bit less, but they tend to get scared. We've just seen kind of that behavior, they tend to get scared at kind of going right at the low end or below. So we always advocate just, quote, within the middle of the range, do your best read, deliver, deliver that, quote, what you want? That's kind of part of the idea is like empowering the talent to to quote where they want. But yeah, I mean, a long winded way, I guess, of saying we've just not seen that play out, mostly because we believe our incentives are aligned around shared success.

 

Toby Ricketts 

Absolutely. And I asked this question to, to both Armin and Rolf who have previously had on the into have p2p marketplaces. And the question was around, you know, free market economics, and whether there is a role for like, voiceover marketplaces, to start telling clients what they should be charging, or whether to leave it up to free market and economics to sort it out. And you've kind of gone over some of this already. But you know, do you think it's the place to educate clients on what they should be paying? Or is it just what what someone will pay?

 

David Ciccarelli 

Well, we've taken the approach to I mean, not to be too forthcoming about it, but we definitely take the approach of guiding that because we need to, it's one thing to get the job posted, okay. It's another thing to get the job fulfilled, yes, we need to have appropriate talent that are able and capable to do it. But the talent will only do so if the budget range is attractive enough, right? And, sure, we might say, Oh, well, there's, there's always a talent who will do something for $25 or $5. It's like, but that's not the type of client that we want to attract. And I think that would degrade the kind of premium brand that we're trying to create at voices that has not only the most jobs, but hopefully the highest paying jobs of online platforms. And order to achieve that, yes, we need to, you know, inform and educate the client. And we do that through, you know, marketing collateral blog, post these one pagers, as well as practically when they're going through that job post, if you never read any marketing material, and don't look at a blog, when you're at the moment of truth of posting that job on voices, we need to make that recommendation there. And that's actually improved than the, you know, the going back to this, this metric, this average selling price by just nudging up those prices, and the clients seem to be happy with the caliber of talent, because it's attracting a higher budget is going to attract the higher caliber capable talent on the platform as well.

 

Toby Ricketts 

Fantastic.

 

David Ciccarelli 

So I got to say, sir Toby, I think we have a light touch on that. I don't think it's forceful. They can override that recommendation, they can ignore it. But I think it's a light touch approach. At that moment of truth.

 

Toby Ricketts 

Yeah, absolutely. And I mean, there are lots of resources for new talent to find out what to charge on the internet, as well, I want to throw into the ring the the greater the brain rate curve, which is at rates of growth for the brain, calm. And, and everyone. It's that funny thing where we're in this industry, it's very exciting because it's, it's, it's a disruptive industry, it's changing so quickly. There's this new stuff happening all the time and rates is one of those things which has been affected, and everyone's kind of got their own spin on how to make it work. I've got quite an unusual one, which I've shared with a few people before based on sort of company size, but no one's really nailed the way to accurately price a job in the digital era, I think is the key thing, because when it was broadcast, it was kind of easy, because it would be like you know viewer ships and you knew all that stuff. But now you can voice something and it can just completely go viral and have been 5 million views or can have 500 views. And so it's difficult to price it at the outset and outset and give people certainty, but I don't To get too bogged down and rates but but yeah, it's definitely an interesting time. How has voices calm? What do you think some of the key moments of the evolution were in your business model because you know, you've been around for more than 16 years, you've really seen the voice of industry go from a complete bricks and mortar institution where people had to live close to a studio that didn't even have home studios. Now, you have to have a home studio, I live in the middle of the New Zealand jungle and managed to carve out this voiceover career, which would never have been possible even probably five or six years ago. has voices.com been a part of that evolution? And like what have been the key moments for you? And in shaking things up and changing the industry?

 

David Ciccarelli 

I think the one you know, the first instance, was actually the acquisition of the domain name voices.com. Some people might recall, we actually started as interactive voices calm is a mouthful, you know, you would have, you'd have a profile URL like Toby Ricketts dot interactive voices.com is really long. People didn't know if it was singular or plural. So I wanted to change the domain name, and rebrand. And the short version of the story is rather than a wholesale Vox CO, or vox.com, we thought rather a name simplification, what if we could just be voices like voices.com. And so we were successful in obtaining that name from another from another website owner at the time, and basically, you know, rebuilt and redirected, you know, the website on this voices.com URL, this address. So I think that was critical. Toby, after that, we had reporters from CNN contact us, we had great search results, kind of just became more memorable, short and memorable and unlikely that someone could misspell it. So I think that was very helpful in establishing the identity early on. And then so that was, you know, something that was memorable to me. And then honestly, we actually kind of, you know, stuck to our knitting for a good, you know, you know, 1012 years, and, you know, had aspirations for creating a, you know, really a global, global platform for voiceover, in, in which case, we realize, you know, financially, probably just couldn't continue to pull this off on our own. And so we sought out a, an investor, which a lot of tech companies are going to say, Hey, I can I can get this kind of proof of concept phase, and then you achieve what's referred to as product market fit, meaning you've got a product, a platform, or what have you. And there's a market out there voice talents, clients who are looking to hire them, do we have something that's working? And is it working at the scale of like, 10,000 20,000, like, there's enough volume there, that with additional, you know, sales and marketing dollars, like, you know, can we go and acquire 10 times as many customers onto the platform. So that was really the, the journey that we had was to realize, yeah, we probably need a sophisticated partner. You know, and I say, we, as in Stephanie, and I, who were the two owners, and, you know, no board of directors or anything along at that time. And, you know, as many as many of you know, we ultimately ended up raising what's called a series A, which is kind of the first first money invested into the company, institutional money invested into the company, with Morgan Stanley, a global investment bank, you know, well regarded prestigious Wall Street firm, and it was out of their San Francisco, Silicon Valley office, and they look for, you know, high growth tech companies. And so we fit the bill. And, you know, in a, we're able to, to secure that investment, as I say, of $18 million. And so, part of that, you know, the outcome of that was, you know, you when you when you go in through an investment process, you actually have to fundamentally answer three questions. You know, how big is the market? And, you know, we had done our own research and build this called total addressable market analysis, and we put it at $4 billion globally. And then, you know, and subsequently we've kind of since validated that with other third party research firms, and so, you know, in the multi billion dollar so big, big growing space, well, why you why you voices, why are you going to be the ones that lead the way and that could be great domain name, you know, great traction so far, you know, positive feedback from customers that they're going to keep coming back, you know, time and time again. So we got to prove why, why we were going to be the ones that would lead but the critical One was okay, even if those are true, the investors and in this case at Morgan Stanley was critical to knowing Well, why now? Why wouldn't we wait and let you grow a little bit more? And why is now the critical time for us to invest in you? And the answer was actually we had started conversations with with a company called voice bank, which for those who are maybe unaware voice bank was a similar online marketplace, more of a directory, but similar type of approach that connected ad agency producers, mostly at ad agencies, with the kind of traditional talent agency. Now you couldn't go on to voicebank as an individual talent, your agent had to register you. And so Jeff Hickson, at the time, who was who was the founder, he started that in 1998, believe it or not, and arguably kind of the pioneer of online marketplaces, I think he was, he was ready to to find a partner and, you know, pursue other other career opportunities. And, and so we, you know, we made an offer and, and he liked the looks of it. And so we ended up actually acquiring acquiring voice bank. So that was a big, the capital raise with Morgan Stanley, and then 30 days later, kind of tying up this deal with with acquiring voice bank. And, and so those are kind of some of the big milestones over the last couple years. But yeah, huge trends that have happened around AI voices, and just the amount of freelance work, you know, the pandemic, I mean, there's lots of paths, we could we could go on, but those are some of the highlights and memories, from my perspective,

 

Toby Ricketts 

absolutely fantastic. And, I mean, the two key parts of you know, spending, so you get all this money into the business, one of the you know, and your decisions with what to do with that money will be critical in terms of, you know, the success of it, you've got to look after your talent. And look after development of the side, which I was gonna say at the beginning, is, is like, I think of beauty, like the interface that you have built with voices, I don't think anyone in the industry could say that it's not, you know, it's the top pay to play in terms of the interface, the way that people can take jobs right through from the posting right through the payment and everything, like it's a complete, I often recommend it to new voice talent, because when you're getting into the industry, it offers that completeness, step by step, this is how a job works. This is how you get paid. And you don't have to start doing overseas bank accounts, everything like that. So then this thing of beauty, and you've obviously spent a lot of money in building that, and you've done a lot of development work. But you've also had to develop that with, like we were talking about before client acquisition, having people calling clients trying to get people on board to use this beautiful platform you've created. What's been your your priority? Is it has it been in the in the client acquisition? Or is it been on the development or assist This is a balance, we both have to rise at the same time.

 

David Ciccarelli 

It's, it's, it's, you know, what I jokingly call, it's the chicken and egg problem, right? It's like, you need the you need a platform that is usable, and then you need people to use it. And this tension can sometimes occur. Now what I've learned over time is, you know, with through through the guidance of a board of directors, you develop an annual budget, this is all like big business stuff, probably tremendously boring. But you develop a budget at the beginning of the year, and say, here's where I'm gonna make the investments. And, you know, you try to pick a handful, because you don't want to do the peanut butter approach, and you just spread it so thin, that there's nothing that really has an impact, you try to do kind of one, two, or three things in a meaningful way, over the next year. But you know, the initial infusion of capital was, you know, your thinking, thank you for observing that as well, too, was we, you know, we weren't really a product company in the same way we had developers, we actually didn't have a vice president product, there weren't really designers on board. So it was mostly a there was a real need to overhaul that experience. So I'm going to call it like, one of the uses of proceeds was all around technology, there was the visual user interface and then I would say the user experience user interface is kind of what you see and what you're clicking on. But the experience is that sense of flow as you go through step by step the the emails that you receive to kind of guide you along the way so that's kind of the user experience all that definitely needed to be kind of updated and it was there but there were these like moments of friction kind of like the pebble in your shoe that you're just like ah if we could just get rid of this you know it would people could go through the process so much smoother so that that is that certainly taken a couple years and we're continue to be on on that path as well too. There's a lot of behind the scenes investment, you know, namely around kind of job match, like how do we make better matches on the platform, redoing a search engine, just things that no one's necessarily going to see, but again, makes the whole thing more efficient. So those are two, like, you know, areas of technology that were that were key investments. And then you're right, it's like the the outreach, to generate demand with the clients. That was really kind of a sales and marketing investment. And so, you know, we actually do kind of pursue both in a continuous and continuous way. And I think that's actually been, you know, really key is that it's not kind of all in on one side or the other all talent, because you're right, Toby, that every change or improvement that happens on the client side, we fully recognize that there's a complimentary or sometimes, hopefully not, but an adverse effect for the talent and vice versa. We do something just because somebody wants a request to happen from the talents, you know, the talent is requesting a change to happen. We also have to take into account the ramifications that might happen with the client. And one if I may, that's just kind of recent, there's probably nothing more it's assigned for more jobs, that talent one or like, I will, if I didn't win that one, tell me why. Or at least let me listen to the winning audition, who won the job? And how much do they get paid? It's like, well, I don't know if the talents okay with that. And even if they were, I don't know, if the client would be okay with knowing because a lot of the clients are like, it's a nondisclosure, you know, confidential campaign, they don't want the audio leak, they don't want to know who want it, they don't want anything like that. So it's that kind of tension that we feel kind of pulled between, these are really good ideas. But every every, you know, initiative kind of has like, it affects both sides of the marketplace. So we just try to be thoughtful about about making those changes. But yeah, those are the kind of areas that we're making, you know, technology investments, and then marketing.

 

Toby Ricketts 

That's so true. I'm glad you brought up about the talent feedback thing, because that that's, that is number one of the number one thing I hear from especially new talent who haven't necessarily won their first job yet. And they throwing auditions at the wall. And they just feel like they maybe get a like, and so many new talent are basing everything they do on how many likes they get. And I mean, as like, I don't, I tend to throw auditions at all and never look back. Like I don't even know if I get likes or anything, I just kind of move on. And if I get a job, it's a nice surprise. But when you are starting out and looking for any kind of data point to improve your performance, the pdbs aren't really much help because it is literally there's just no data coming back at you. Which is why things like growth for the brain. And coaches are so important to give that feedback and make sure people are improving. Is there a way to perhaps like gamify it for clients so that they're rewarded for when they do give feedback. And I've done casting, I know how exhausting it is when you get like, at auditions to listen through. It takes a long time just to listen to the middle and give feedback. But if I know they were able to give spot feedback, I'm sure you've done work on this, to see how feasible it is and whether it's

 

David Ciccarelli 

we've tried, we've tried a few things, you know, and one in particular is we actually called it audition feedback is when they're going through. If they if they add to a shortlist, or they click Hide to kind of remove it from view. It's like either popping up a window that says, Oh, well, you know, and it has to be very objective feedback. Because as soon as it's subjective, then it's like, the client doesn't want to have to rationalize or explain why Toby, they loved her didn't like your voice for this. You know what I mean? They're just, they just feel like they're opening themselves up. No one wants to kind of write the thanks. But no thanks letter, if you know what I'm saying. So I think there's the hesitation from client from the client to do so. And so the audition feedback was like, I hear plosives too much sibilance background noise, noise floor reflective space, like it was things that hopefully the client could hear when they're going through through those auditions. But the uptake of that was like a, it was like 0.1% of people even for like have jobs even like got a single audition feedback. We're like, this is this is kind of becoming one of those pebbles in the shoe to to for the client who's just like, Can I please just hire the talent and kind of get on with it? So I think we've concluded that you're right, Craig for the brain, other coaching facilities, an individual coaches are really the best channel in our experience to get that personalized one on one feedback. And one way to do that would be downloading an audition. You know, you know if the clients got a job posting, if it's not confidential and, you know, show that show your coach, here's the job, here's my audition, how might I am improve and For a while, we actually had an on site audio engineer who would, in effect, do this, you know, pro bono voices. And the number one thing that made the difference in the audio quality is literally just, I wouldn't resort to like a normalizing. But it was literally just the perception that clients perceive loud auditions to be better quality, rightly or wrongly, it's just you're not competitive, if you if you sound like this, and you're whispering, and I can barely hear you, you know, versus, you know, literally leaning into the microphone can be the difference between that presence that sounding now I'm not advocating that I'm a I'm a culture, you know, anything but like, that's what we found was this perception of sound. loudness, was actually what clients viewed as, like better quality versus not so good quality. So that could be using a compressor, it could be making sure you have a limiter on there as you're not, you know, cracking out. And it could be just working the mic a little bit closer to give it a little bit more of an intimate read that has more presence. So hopefully, those are helpful tips. But you wouldn't know that there's no technology that's going to identify that. That's why again, talk to a coach, given some auditions. It's like, Oh, I'm hearing a lot of your room tone, like, how far away? Are you from your microphone? Take a picture of that setup of your setup, like a selfie. And like, Oh, I normally, I normally stand back here when I'm recording the auditions like, Oh, well, that might be the problem. There's three feet between you and your microphone, you know, it's, you would be surprised. And so those kind of quick tips, take a photo, send it in or an audition and your coach, hopefully they can provide some guidance.

 

Toby Ricketts 

Yeah, absolutely. And that's, that's great. And it's very useful to hear that you went down the track about feedback. So that's super useful. Just to go back, this is a quite a specific piece of feedback and sort of a question for the Oceania region, which I obviously look after for growth for the brain. I'm based here, I have lots of students here who use the voices.com platform, and have had don't see that many jobs for Australia, New Zealand accent requirements and things. I wondered whether you have a very North American focus, do you do you intend to be like a global company providing global voice services? Or are you sticking to your knitting until you kind of dominate the America? And then you'll go global and go into Europe and go into the Oceania? Or what's your kind of strategy globally, for getting to work?

 

David Ciccarelli 

Well, you know, that one of the challenges is, the barrier to be kind of a true global company, would be just the simple fact of language. So right now, the entire platform is all English. We transact only in US dollars. So right away, we kind of are predisposed, if you will to serve the needs of a predominantly North American clientele. And so to put some numbers behind that, despite us working with clients, and who, you know, in 160 countries around the world, 76% are in the US. 8% in Canada, right. And well, it's 10% Europe, and I'm just glancing down on my screen, because I wanted to be prepared around this kind of whole whole notion. While it's 10% in Europe, of clients, most of them in the UK. So you start to see this theme, it's like it's basically English speaking countries, even though 4% in what we just call Asia, Asia, Pacific or APAC, it's 4% of clients in a pack. So there you go. Totally right away, it is definitely a much smaller portion. But even even though it's all a pack, truth be told, it's basically Australia, New Zealand, and 2% in Latin, Latin America, when it comes to the languages of jobs that are posted and filled 83% are in English. Now, there's a number of kind of accents, you know, requested underneath there. We've got some work to do, you know, this upcoming kind of period next three months on cleaning up this like, accents lists, we've in languages, but think nonetheless,

 

Toby Ricketts 

I've been to that for so long. It's that I

 

David Ciccarelli 

know. Yeah. Well, it's because, well, one, I mean, you have a, I think built a personal brand on a global accent, which is like how do we like honestly, these conversations come up, like how do we enable that to happen? You know, not only for Toby but you know, recognizing that sometimes clients have this like I this this jenis acquire I don't quite know what this worldly accents familiar, but I don't quite can't pinpoint it. But you know, professional and bold, speaking of like the voice of the future type, type accent, and they just don't know how to kind of pick that. And so that is this this we just want to have the languages English and Then a separate drop down for all of these regional accents. So that is, that's, that's definitely upcoming. And you can imagine, once we make that improvement, you know, talent need to update their profiles to make sure like, hey, you've got this data structure so that when a client invites you to a particular job, or post a job, I should say, you know, you get invited, it's creating some strange invitations that are happening with the current structure right now, which we're well aware of. And I think it's just, it's just overdue. I think it's gotten to the point. But yeah, I mean, it's so you know, again, to answer your question, it is vast majority North America, just being Canada 83%, English, 5%, Spanish sprint of French is 4% of all the jobs, and then kind of goes down the list from there. So for the time being concentrated, but you know, we do run, you know, Google ad campaigns, trying to reach clients in the UK, in Australia and New Zealand. I just think kind of like, just from there, you know, sighs the US continues to be the dominant market that, you know, that the platform resonates with?

 

Toby Ricketts 

Yeah, absolutely. No, I mean, I do think that the marketplace in Oceania here is is a number of years behind the US, you know, the US has really, you know, took the online voiceover thing first and really run with it. And Australia especially still seems to be caught in the the ad bricks and mortar agency model, I talked to look down to one of the leader of our MK, which is one of the biggest agencies there. And it still seems very, like everyone's very happy with that arrangement. And so for big sort of, you know, national campaigns, it's not going to change in the short term, but I feel like there's, there's, there's a lot of little tiny, you know, seedling companies coming up that are just small at the moment and can't afford to go to an agent. And so like the pay to plays fill that that perfectly in terms of like, low to medium budget jobs, they, you know, they need a broad spectrum of talent, especially, but they just, they don't necessarily know about the online voiceover thing. So I, I kind of wondered whether there was going to be a marketing push into these areas where maybe some phone calls going out or something. So that, you know, more of more of that work could come for these voice artists to investing in voices.com. But not really seeing that many jobs posted, unfortunately.

 

David Ciccarelli 

Yeah, we I mean, we we do have a small global sales team, that, but again, we're more responding to inbound inquiries, as opposed to part of the, you know, challenges that we're just not aligned on. You know, timezone, you know, like, when we pick up the phone, we don't want to calling people in their sleep, and vice versa. So it's, but it's interesting, you bring that up that Australia, and we actually found that to be the case in in Japan in particular, because we're like, wow, it's like world's number one enemy market, this is going to be great. And they're like, nope, everything's in person. Nobody has home studios in Japan. And we were just like, wow, if if the kind of structure on the ground isn't conducive to doing business, through these online marketplaces, like I, I don't know how to change that, where you're, you know, good observation that there's almost this, this willingness to plug in a microphone to download software, you know, from a certain group of people who seem to be you know, predominantly in the States, or like real go getter, aspiring voice talent, or like, if, you know, if I can't just go, go get an agent, I'm going to have to kind of like, enter into this into this industry, kind of using the newest, latest, greatest tools, and I'm going to have to probably learn it all myself, and then not necessarily, no one's going to kind of, you know, teach me completely free, I'm going to probably get the first go through the first couple, you know, videos, lessons, you know, tutorials on how to use Audacity or Adobe Audition, or whatever the software is, you're gonna have to put that effort in yourself. And then, you know, maybe Wait a client or two, I think then, you know, agents are going to be certainly more likely to be taking taking your call.

 

Toby Ricketts 

Yeah, exactly. Cool. Want to switch tech a little bit? Because I'm aware that we're having such a great time talking that we're not getting to some of the questions I wanted to ask and some of the, the talent on the grapevine had their questions as well. One was around the, the voices.com Terms and Conditions A number of years ago that there was a big update to terms and conditions that said something along the lines of you know, like we own any audio you upload and we can use it for whatever purpose I mean, I I get that like these days, this this is an aside from the paid players and agents and everything. There's been this this this pressure from clients that they want to own the audio, they're paying for it, they want to own it and use it for whatever they want. And perhaps it's a it's a response to that but But Is that still the case that the terms and conditions for for voice How to say that, you know, anything got loaded platform we can use whatever we want cuz people were worried that it was a TTS learning algorithm thing and that you know, auditions were being used to train AI voices. Can you put any of that to bed? Is that?

 

David Ciccarelli 

Yeah, no, I trust me. I love nothing more than that. First off, I mean, our business is to run a marketplace, we're not a tech company. We're not, we're not, you know, we're not going to compete with Google and Amazon to create synthetic voices or AI voices. I mean, listen, they're there. They have 1000s of engineers working on this kind of project. And they're decades ahead. So I, you know, that's, that's never been our heart's desire to even enter that space. The reason why, and so we haven't, for exceeding clarity, we've not sold data sets, we've not, you know, have auditions. You know, no desire, nothing on a strategic roadmap, to even enter that space. I think, you know, to reuse the phrase of sticking to our knitting, what are we really good at? You know, and we ask ourselves, it's like, what is it that we do, it's like, we run a marketplace that connects clients and talent, to fulfill these jobs. And that's, you know, as simple as it is, we're kind of a straightforward, very candid, you know, clear, simple bunch, you know, smart people, but it's like, some of this stuff is just, I think it's, you know, I think it's, you know, speculative at best and like, kind of fear mongering at worst, which is not constructive for us. And I've just learned a while back to, you know, not engage in trying to defend all of this, it's like, let's just keep doing our thing. And it was actually, one of our board members, he gave me a great line totally, which is, there's kind of, you know, two different mindsets you can have, especially as a leader of a tech company, you can be, you know, the competitive mindset and be fearful and worried about what so and so's doing, and what are they building and what someone said about you, but that can really bring you down, right, you're kind of always looking over your shoulder, or you can have the creative mindset. And the creative mindset is like, here's our vision, here's where we want to go, here's how we're going to build on our strengths. And we've just opted, and I think collectively agreed, let's build on our strengths of what we know, instead of anywhere kind of dabbling in, you know, unknown areas that are highly controversial, that actually don't support our core business. And so here's kind of the other funny thing about that. speculation that they were even ever going to enter into the space. We've, I'm very proud of what voices and the team here is built, we built an incredible business, why would we cannibalize all of that by building a synthetic or AI voice? You know, it's, it's literally trading dollars for pennies, it doesn't make any sense. Because you build that machine once, then it's just going to crank out automated voices for for pennies, where we used to be able to live out a vision of providing income for talent, and as well as for all of the employees here at voices. So it actually undermined our core business operations. So that was kind of point, point, point number one. But if I may, I think, you know, like, Well, why did we have anything in the terms of service at all, the only, you know, the only reason we needed to, is because like, Listen, no one's waiving their rights, and giving us indefinite use of of their audio, what was happening is, the client would, you know, Ghost disappear. And we would say, Oh, you owe us for, you know, you know, that it would be on a credit card, the credit card would fail, they would still use the file, and we would have to chase down that client. And then we would be getting into these disputes that the client would say, well, you don't have the right Why are you reaching out on behalf of the talent? And we'd say, so that we concluded with, you know, advice of our, you know, law firm, it's like, you need to temporarily own this as the file passes through your system, right? You're having this file upload into your system who owns that? And we say, well, we will own it until it's paid for. And once the clients paid for, then it's a transfer of ownership. So you can for those who are interested, they can look up a transfer of ownership. So it's this kind of like, almost like Clearing House temporary state that it sits in. So that in the unlikely and hopefully doesn't happen situation that the client does

 

you You know, payment doesn't get fulfilled all the way. Sometimes we issue terms where the client can pay us 30 6090 days later, we've paid out the talent that on the on the Friday, but sometimes there's this kind of holding period. If for some reason, we need to have the legal recourse to actually go down and chase that client to recoup the money that we've already paid the talent for. So that was the entire spirit of what we were trying to achieve. I think it was around the same time of a lot of other AI voice companies. And this whole voice first phenomenon and smart speakers and Google Home launching like all of this stuff, that I think Unfortunately, some might have connected dots that just that just weren't there to connect.

 

Toby Ricketts 

Absolutely. With that thank you for for putting that debate bits. Because that's that's that's, that was an answer. I wasn't exactly expecting. But it's like, there are these funny things with with fine print and legal stuff, which I'm completely allergic to, I have to say like I don't read, who does read tends to get this. These say they're about 67 pages long. But but it was something that was mentioned to me in preparation for this interview that that was, you know, that was something that sort of turned people off a while. So it's very interesting to hear that perspective.

 

David Ciccarelli 

Yeah, there was a there was a there was a clubhouse as well, that I was that I popped in on it was like the same question. And same concern. And I like rightful legitimate concern. If you haven't, if maybe somebody doesn't understand, again, I'll use the term like the spirit and intention behind what we're trying to do. So any, any change that we're going to make to the terms of service, it's, it's really to provide better protection for the job, and all three parties talent, client and voices. Some examples are we actually, when we acquired voice bank, we actually had to add a whole section in for union jobs for at which the time we were facilitating union jobs through the through the platform. And then later, we had to do a terms of service update when we remove that, because there actually wasn't as many union jobs as we had thought. We recently added around usage rights and better and clear definitions around usage, you know, 113 weeks, one year in perpetuity, you know, different. So we need to define those terms. And then last one, if I may, just as an example, is around it's called COPPA, which is the child online Protection Act. And we basically recognized that we didn't have a adequate way to without just kind of asking, like verify people's ages on the platform. And well, there are sites that are just like tick the box and agree we didn't feel comfortable with that. So you know, now the requirement is you need to be 18 years old to use voices. And that was a bit of a heartbreaker in and of itself, that we you know, refunded child memberships, unfortunately, told some kids parents that we can no longer support their their kids online, we just wanted to provide kind of a more robust parental controls, we just didn't have the infrastructure, I think these are all kind of growing up and coming of age of our own. And unfortunately, they get some of them are included in terms of service, you know, updates that despite kind of best efforts. You know, most as you said, most people don't care, the legal ease. And if you do, it's like, oh, if the assumption is, well, they're trying to do something nefarious with them, it's like, again, I'll go back to if the if really our business is based upon shared success, why would we try to squeeze something like that into a terms of service? It's, it's actually a disservice to all parties. So, um, thanks, thanks for letting me just give a couple examples of like, when and why we make Terms of Service changes? Sure. Absolutely.

 

Toby Ricketts 

So, um, we are getting towards the windows, it's been a fantastic chat. And hope you got a few more minutes just answer a couple questions I have. I feel like we need to cover as well, your most recent launch, like because looking, you know, this is the presence looking towards the future. You've just launched, you know, Creative Services, which is a big change, for voices calm, taking the model you've done with voices and then applying it to translation and translating it to audio production as well. So tell us about how that came about. And sort of like what and what the now that it's been a month or two since it launched, like what kind of feedback and what kind of uptake Have you seen on the platform?

 

David Ciccarelli  

Yeah, I mean, so you know, how it came about is I think we were looking at this, this platform that we've created and, and also the incredible talent that are, you know, call voices home, if you will, and looking at these profiles and how people describe the their artistic abilities, what you can do and so we did this kind of big data look, to develop what we call a skills inventory. We took all the profile information of like, what are the keywords that are coming up and is it just vo or people saying, Oh, actually, I can edit audio? I can mix Music, you know, I've speak three languages, and I can also translate them. And now as you know, I want another one of these aha moments to realize the hardest part is probably, you know, or one of the hardest parts is like building up a community of people who are talented and multifaceted. And hear all the informations kind of sitting there at the ready. And the question then is, well, you know, would any client want to actually hire, you know, a talent for another creative service. And when we look back over the years of, again, the jobs that were being posted some jobs and say, I'm actually looking to have my script translated, and then recorded in Spanish, and we realize, okay, they're actually asking for this, but it's two services kind of bundled in one, might they actually post two different jobs, maybe you want a translator, who has certain industry expertise, like pharmaceuticals, or financial services, or healthcare, and so that kind of, you know, got us thinking, if we have the talent, and it looks like there's clients that are that are wanting additional services, then perhaps we can, you know, leverage and utilize this infrastructure we already had, I mean, voice is going to be, you know, the heart of the production, it really is, you know, I use this phrase all the time, like breathing these words to life. But inevitably, there's pre production services, writing the scripts, translating it, and then the vo gets done. And then perhaps, or, you know, perhaps even inevitably, there's some post production services as well, it could be as simple as you know, converting file formats, it could be editing out breaths, it could be chopping this one long recording into chapters for eLearning, modules, that type of thing. So there might be some audio editing, mixing music, and so forth. And that's where like, I felt that was consistent with kind of creating this definitive destination that we're, we're not, we're not veering off into, you know, hiring any freelancer, web developers and executive assistants, it's creative talent, and let's call it creative talent that are in these, you know, circles, if you will, of influence around the human voice. And so I think we're, you know, we've started to struggle to get kind of too far out there with, you know, potentially others. But writing seems like a natural one, like, that's actually a big challenge for clients, like I've done, I want to do a podcast ad, that's great. Do you have the voice but like, I need someone that I can just talk about my product interview and have them write a script. And so we don't really offer that kind of writing right now. So that might be something that we're you know, we're contemplating. But I think we've kind of got the the essence of it. Now, the hope is that all of this drives more vo activity, because it's kind of like pre and post production, give client that great end to end service. And hopefully, they they come back and, you know, are looking to hire another creative talent in the future.

 

Toby Ricketts 

So you still see, you know, voice is definitely at the core. And these are going to, like complementarily, sort of add work for voiceovers as well. And I mean, like myself, I also offer audio production, because I'm from a radio background. So it's another sort of an income stream for people. Yeah, exactly.

 

David Ciccarelli 

I mean, you're not alone. That's what we find them. And that's exactly what we also describe them are complementary and adjacent categories. It's like, oh, what's kind of like one next to what is currently there? You know, and so that's really where where we see that, ultimately will build into kind of more and more robust voice of voice jobs themselves. You know, perhaps one day we'll like a client will say, I'm going to create up a project folder, and then have multiple jobs in here where I can kind of better organize the type of creative work that I want to get done. You know, another example would be what we're seeing is that brands have not been thinking they are. Let me take another crack at that, that brands have been thinking of themselves only in visual and visual terms for years, color, shape, space, you know, layout. What they haven't been thinking about is what their brand sounds like, until really the last couple years. Now they're thinking, do we need to have a sonic logo or an audio logo to go to coincide or to complement the visual identity? What's our Sonic identity? And so that might mean like music kind of composition, we're seeing some of these jobs, you know, startup as well, too. But for all of this, I, you know, I'm excited with the whole world of sound. I think it's early days still where, you know, we're not necessarily going to be If there's any time we're fatigued from being in front of, you know, screens, it's probably over the last 18 months. I, you know, there's lots of times where I'm just like, I just want to listen, right? I want to learn, I want to be entertained, entertained, could be a podcast could be an audio book, I want to listen to some training or university courses. So I think there's a kind of a, you know, a whole other world of audio only, or audio exclusive opportunities both for for brands and organizations that are trying to get those important messages out there. So you can be a small part of that,

 

Toby Ricketts 

yeah, well, audio is really coming into its own, isn't it, like you say, with the rise of podcasts with the fact that audio is found its advantage, in that you can do something while you're listening to audio, especially with podcasts like an audio books, I find like I cannot sit down and read a book because my mind wanders, and I want to do other things. But if I can drive, or do the gardening, or do some building and listening to an audiobook or podcast, then like you get two things done with one stone. And I really enjoy, you know, that that kind of experience. So and I'm glad that you know, the voices is seeing that and, you know, using the platform to kind of leverage that, to for audio professionals like myself to do more work, it's fantastic. I want to get to some of our member questions, a few of these are sort of, you know, I think are answered more on your sort of help like how to get 100% voice match and stuff, which we haven't quite got time to go into, but is I think dealt with with your talent services team. Now, one of the big ones was some of the pay to plays are very guarded some more than others about whether a client with invoices can work directly with the clients, like after they found them on the platform like like voice 123, obviously, you know, just puts you in touch with the client and you're left to your own devices, do your own invoicing and everything and it can go wrong, or it can go right, which it does most of the time. Whereas voices.com has always had this sort of like, you know, you deal with the client through the platform, which is very convenient. But it also sort of you know, it keeps the talent and clients separated. But recently, it seems like there's been a softening of that voices calm in terms of you know, clients getting in touch with talent, and then after the big job maybe working working directly after that. Is that something that voices.com? is allowing or endorsing? Or is it still preferred that you keep everything you do sort of through the platform?

 

David Ciccarelli 

Yeah, it really, it really is preferred to keep everything through the platform, there's, there's a couple of reasons on that. You know, one, I think we cultivated that client in the first place. And we, you know, want them to come back not only to hire you, but perhaps another colleague, maybe they're looking for a female talent, the next, the next go round, or a different language. So the more they can kind of learn and embrace and understand how to get the most of the platform, I think that actually benefits the community as a whole. The other reason is, as you said, sometimes the transactions don't go as expected. And in those situations, talent would come to voice and say, Hey, this, this client, you know, still owes me the money. We're like, well, we don't see the job on the platform. And then, you know, puts us in a bit of an awkward say, Oh, they hired you once last year. And they're like, No, no, I just got got hired by them last week. And we're like, we don't see it. So I think if we can be helpful and supportive in that. That's one. But there's actually a pretty big reasoning. Why, you know, if I could be so bold, why talent would want to keep, you know, clients hiring them through through voices, it builds your ratings and reviews, you get more compliments, which again, are additional signs of activity and credibility on the platform. You're at the top of what we've now rebranded the leaderboards. And a lot of clients just go right to these leaderboards. And just like show me the top 100, most recently hired favorites most listened to talent this week, this month, all time, it's kind of like a shortcut for them just to get access to now, if you keep the transaction on platform, you're going to be visible on those lists. So hopefully those those kind of a couple quick reasons. You know, both that I think we can be helpful. And there's a, you know, a rationale on some of the benefits for keeping keeping the jobs and that communication going through. Through voices.

 

Toby Ricketts 

Yeah. Fantastic. Oh, that's, that's, that's, that's good to know. Because it did come in a couple of times. And, yeah, the other thing about, you know, lots of pro talent, who might have, you know, tried voices in the past and left the platform, a few of them was saying, you know, we've heard that sort of voices.com has has sort of, you know, changed somewhat, or at least the perception has changed, the the attitudes have changed. We want to kind of try again, but we don't want to necessarily have to buy a year and then we're talking about, like, a free month for people who have been a member of voices before and then come back I said something you consider like a like a welcome back sort of deal or, oh, sorry.

 

David Ciccarelli 

I think I mean, sometimes we you know, from time to time, we might do a discount on the offering. But, you know, I actually hadn't heard that as kind of a welcome back. gift, if you will, because I understand the hesitancy is, you know, it's it's $500 for an annual subscription. Now, if you were successful on the platform before, then, likely, if you put in the effort in that first, you know, month or two, you're probably going to win a job or tuners. Good, okay? Now I see how it works, how it's different, how it's better than then maybe three or four years ago, the willing, you know, kind of, you know, to, to invest for the next year. So great feedback, something else we're considering would maybe be like a lower limited, you know, entry level membership, like $500 is a pretty big jump to go from zero to 500, maybe something like 100, but you're, you know, perhaps, limited in the number of jobs you can see or the number of jobs, you can reply to something along those lines. So I'm not sure if you want to relay that back back to the team, but because there's kind of the two constituencies, there's like, new talent that are just like, I want to give this a goal, but I'm not sure I have $500 to make a goal that for a year, I want to I want to do a sprint right for like 30 6090 days, huh? Well, maybe 90 $99 for a year just as a little bit more economically viable. But yeah, and then then there's the people that we would love the wind back, because I think there's, they were talented before, if you're successful, you know how it works. And hopefully we've, you know, overcome a lot of the, the challenges growing pains, call them of years gone by, and I would certainly love to, to earn the trust. And and and return that relationship with with all those talent who are looking to rejoin so don't don't be shy, send me an email, and we I'm sure we can, you know, I can add can answer any of those, you know, difficult questions that you want to throw my way. You know, it's pretty, pretty straightforward. I'd be happy to, to answer those for you.

 

Toby Ricketts 

Fantastic. Oh, that's, that's really good to hear. And, and you know, that, you know, transparency was one of those things that has really I think you've worked hard on in the last four years and has really come to fruition in terms of being transparent with on the platform, and especially the in the area of kind of, you know, manage jobs, or the I know, I always tell people this there's two kinds of jobs and pay for this self service and they can't manage jobs. One being bit more like a traditional voice agent or, you know, helping the clients along the journey once completely them on their own. That that when did you institute that service? out of interest? And and like do you? What's the kind of split of jobs between out just off the top of your head? If you haven't No, those figures? Oh, no,

 

David Ciccarelli 

yeah, we actually kind of obsess over this one as well, too. So to answer that the split is is about 9010. So with 90% of the jobs are now self service. This is I'm sharing a little bit of the playbook here. But it's what we call our platform first strategy, which basically is we should have, you know, a default or a bias to push as much of client activity to hire talent directly through the platform, that should be our default posture. It's only in those edge cases where the client is like, I don't have time, I don't want to do this hour, I've been working with a particular account manager for years, I've built the trust with them. But usually, it's in what we call these kind of more complex projects, they're not, you know, for the most part, you know, they're not 32nd commercials, sometimes they're like, 100 hours of corporate training material in like, you know, our 10 hours in 10 different languages kind of thing, multi voice multi language, you know, that's where we're trying to get to. So that mix has dramatically changed at one point, it was probably like 5050, which I think was kind of the origin where maybe some talent, were starting to get uncomfortable. That was kind of the direction. And we definitely corrected that, you know, I think we can get it to probably 95% of jobs are self service where we don't, we don't need to be involved. The intention is the old kind of, you know, teach a man to fish if you well teach that client, Mr. Mrs. client, how to use the platform. It's very intuitive and very straightforward at this point. And if we can to use a software term, like onboard that client appropriately, and using it using voices and get them through that first job, they'll realize, Hey, I can do this on my own. And so that's really been the approach that we've been taking over the last couple years. But it did come about because you know that this managers we can call it professional services. You know, internally, it came about because there were a couple of Fortune 500 companies that said we don't have have the ability like we did some searches, we don't have the ability to use a credit card. So there was this like payment friction, we want to hire somebody, but can you get on our vendors list? And then Can Can you send us an invoice for the person. So there's this payment issue, another client, it was a legal issue. They're like, we your Terms of Service aren't sufficient. You got to sign our legal documents. And kind of like you need to be, quote, unquote, on the hook for this particular transaction, if it were this particular project. So those are the reasons we started, and they were complex projects at the outset. And I think what we've found is, for the most part, that's why we've bolstered up the agreements, functionality on voices. It's, it's also why we've provided other payment mechanisms, clients can pay by all manner of credit cards, or actually request an invoice we have certain clients that are on those kind of special payment terms. And so we've addressed those two previous objections, like why why and needs that the clients had, why they had to go with professional services. So we're really just left with these like big complex projects. And I think they warrant having the extra attention and hands on. I mean, it's some of the projects have been like hiring hundreds of talent on like, massive projects, things that the platform on a self serve basis is just it's not, it's not the main reason that it's mostly small projects in and out pretty quickly. It's not the 100 hours of content, or hundreds of 1000s of words that need to be recorded. So that's kind of where strategically, we've shifted towards platform first. And as I say, it's 90%. Now, I think we can get that up to 95 in the next couple years.

 

Toby Ricketts 

Fantastic. That's that's, I wasn't expecting that answer. And that's actually really interesting to know that, that you are pushing that. But then again, it makes perfect sense that if you if you've built this, this this brilliant interface and website, which is which is a behemoth now and it's fantastically complex, I love the way that now I'm able to talk about my job page and really sought the jobs like in order of priority for my specific needs, because of all the metadata that's collected as well throughout the site. So well done for that. And I really congratulate you on that on that fantastic development there. So we've basically reached into the end of the interview, is there anything that you you want that we haven't sort of discussed that you wanted to go over?

 

David Ciccarelli 

Well, I just encourage any new talent that are interested in in the industry, particularly voice talent, you know, read those books, listen to podcasts, watch videos, like we have here today, I think what you'll find is that there's, there's no golden path to success, you know, every actor and voice actor that you, you know, meet or speak to or try to gain some advice from there, they all these little nuances along the way on some key decision or they're, they're kind of moment in time. That kind of led them to take that next step. So, you know, chart your own course Don't worry about replicating somebody else's, you know, and along the way, yeah, you should be getting a coach you know, someone to be your champion, measure your success, set those kind of mini goals and, and determine kind of what that what that next milestone is for you. But, you know, I would leave with that, you know, really chart your own course and developing your own career in this exciting industry of voiceover.

 

Toby Ricketts 

Fantastic. Thank you so much for your time, David. And I'm sure we'll talk again,

 

David Ciccarelli 

you got it Toby – thanks!

 

#StandingWithBev the Interview

Bev Standing is a premium voice artist from Canada with many years experience in the field. She was shocked to learn last month that her voice was being used by the social media giant TikTok so that users could make posts with audio saying anything they wanted in Bev's voice. But TikTok has never employed Bev for voiceover or sought permission or rights to use her voice. So how will this all playout?
In this interview we go deep into the issues around TTS and AI voices, and also find out more about Bev the voice artist. We navigate the Tech, the Business, and the Craft of VO and find out how and why Bev has found success.
Presented by http://oceania.gravyforthebrain.com and http://www.tobyrickettsvoiceover.com
To support Bev in her case visit https://www.gofundme.com/f/stand-with...

Here is a transcript of the interview:

Hello, and welcome to this edition of vo life and Gravy for the brain Oceania, the interview where I talk to people who are big in the voice industry, and are doing amazing things and basically trying to get a round up of what everyone's doing at the moment. And really the woman of the hour at the moment and voiceover land, is my friend and colleague Bev standing from Canada. Welcome to the to the podcast. Hello, thank you, Toby. And I, it's a thrill to be here. No worries at all. Thank you for coming. So you are based in Canada, you're one of the territory controllers for grading for the brain. And I had the big pleasure of talking with them. Graham Spicer, your colleague. You're both based in Canada. How are you guys going with COVID? At the moment, we're still in lockdown. But that's coming to an end, we're getting better. I think we still can't travel to a lot of places, but our vaccine rollout is speeding up a little bit. So we're getting high in the percentages of single doses. And we're working towards a double dose. So hopefully like well, life will return to somewhat normal again soon, I hope. Absolutely. Yeah. And that's, that's good. Especially, especially for us because it's summer. It's almost summer. So when you have months and months of cold weather, and you finally get nice weather, it'd be nice to go out. Absolutely. Yeah, it's not nice to be cooped up indoors with the with the warm weather is especially if you've been cooped up indoors already. So yeah, and life is certainly not normal for you at the moment with the recent some sort of revelations that that Tik Tok were using your voice illegally, effectively, because they had sort of got hold of it somehow. For people that hadn't that haven't kind of come across the story. And I have put put a few links so that people can but just give us a quick potted summary of you know, of how you first found out that they were doing this and sort of what the mechanics of that are. Sure. And I'm happy to because there's a really important message in all of this, so I'm happy to share it. Back in November, Bridget Reale, also with gravy for the brand sent me a video tik tok video through messenger and said, Is this your voice? And I went, Oh, yes, it is. And then she sent me another one. And so what about this one? And I went, Oh, that one's that my voice too. And then the next day, my daughter sent me one. And I went Oh, and then someone else in the family sent me one. And it wasn't quite as polite. And I went Oh. And so I downloaded Tick Tock because I wasn't a tick tock user. And I figured out how to use the text to speech feature. And lo and behold, there I was. And I've had people recognize my voice and they go, but how do you how do you know it's you? Right? Like, that's not all you. I did a text to speech job three years ago where I read 10,000 sentences. And we'll just jump right in. For those of you that have used tic toc text to speech. I read 10,000 sentences like this. And this is the TIC Tock voice. And it is unmistakable. So I knew instantly where the voice had come from. The problem is Tick Tock is not my client. So the question is, how did they get it? I don't know. Yeah, it's interesting, isn't it? Because I mean, you as a as a sort of a relatively famous voiceover artist will have usually had people coming up to you and saying, Oh, is it your voice on this commercial? Is it your voice on this? I'm sure you get it as well, because I get it all the time. I'm like, it's not like it's not me. It doesn't mean anything. Like, sometimes it is making it. But I imagined it would have felt a little bit like the start of one of those conversations until it was like you say like the fourth person suddenly, you know, something's up. And the fourth person within 24 hours. Yeah, exactly. Like as soon as it started. People were messaging me. Yeah, that's terrifying. Especially when it could be that you're saying anything, you know, that's the text. And I was Yeah, yeah, it was and I and you want to pay me to say something? That's my choice. This is not my choice. Absolutely. Yeah, exactly. Yeah. And I think, you know, I can sympathize as well as a voiceover artist. Because I in the last three years, I've done text to speech jobs as well, where you do read an awful lot of stuff in a particular voice. And, and it's, it's kind of long and grueling as well. I mean, the sentences you read are quite bizarre sometimes as well. So how to take us back to that moment that would that was not for Tick Tock that was for a different client. So it was three years ago, and it was for a company, a gentleman that contacted me directly. And he was in Edinburgh, Scotland. And I agreed to do the job. And I asked him what it was for and he said, translation us three languages and then dash US English and I went, I would love to be the voice of a translation. I knew it would be dissected. I knew it would be taken apart. I knew it would be a robotic interface for translation. So when it came out that I was the text to speech voice I went Wait a minute. That's That's not it. That's not What I agreed to, and again, tic tocs, not my clients. So you can't, you can't do it in the music industry, you can't do it in the art industry, you shouldn't be able to do it in the voice industry. And if they can do this, have they used it elsewhere? And I don't even know yet. Like, we don't know, they could have used your voice and you just haven't heard it yet. Yeah. And then it shows up one day without your knowledge or authorization. And it's just wrong. Absolutely. I mean, this is such an important case for all voiceover artists, because, you know, like I say, I've done at least two text to speech jobs, pro one of about that size, and one, you know, it's a bit smaller, for a very specific topic. But then if there is some kind of way that they can take what you've done, and then use it for anything, I mean, that's just, you know, that opens you up to all kinds of horrible things. So it's, I think this is a really important case. And we were all kind of waiting for this case, in a way because we knew how dangerous the text to speech, like, the concept of it was that you could, you know, take someone saying something, and then like, the deep fakes, you know, you could just put up somewhere else saying something completely different, because the technology has reached that point. And so like, I mean, I certainly knew that there would be a case at some point of this, and I didn't know, I didn't know what's gonna be needed, you know? And I'm kind of happy, it's me, and I'll tell you why. I get to stand up. And maybe other people would have just gone Hey, I'm the voice of Tick Tock. Yay. But that wouldn't have helped anybody in the industry. So I've, I'm, I feel like, this was handed to me on a silver platter, because somewhere the universe went, she's gonna say something. Let it be her. I don't know. But I believe in standing up for what's right. And I believe in doing it in a positive way. I'm not bad mouthing anybody, I'm not throwing any negatives out there. This is technology. And when the world you know, I don't go back into this business. I don't think as far as you. I don't know, when you started. 1990? Probably, I mean, yeah, pre 2001 was the very first, okay. So when you started, you were going to studios, you'd go into auditions. And very, very quickly, it started, you could do some jobs from home. And people panicked, why do I don't have a home studio, we go into the studio, I don't know how to edit, the engineer does all that. And then the industry adjusted. And I think we're just at that point now, that technology is caught up. And we have to adjust. But if this didn't happen, the conversations about usage and the conversations about I mean, usage is always there, but not to the extent that we're looking at right now, we have to be really, really clear, when we do these jobs, you can't sell my voice, you can't use it for another app without my permission without talking to me and creating boundaries. And and whether you want to get paid for it or not. If it was something that you were passionate about, and you didn't care if you got paid, that's your choice, but it should be your choice that should be presented to you, we're selling this, we're you know, we're giving it to these people, and they want to use your voice. Now you get to have the conversation with that person, or that company. And I think this hopefully, will be the grounds that make this happened. Exactly. And yeah, I, I didn't really think about that. But it's it's kind of happening. there's a there's a few different facets to this and the effects in effect, because there's the kind of just the pure business angle of like, well, it's my property you use, you know, my property for your gain. So therefore, you know, I'm entitled to some of that that value. But also, like you said, the reputational angle, which I think is probably more striking, is with the TTS is that they can bring your brand into disrepute. Right? And you know that that that's kind of a violation of your of your integrity as a voiceover artist. Yeah, I have no say, and, and my brand is my choice, my say, my decisions, my everything. I'm an independent person, like business. And and you can't just go and change my logo, what you can't just go and use my voice and make it say whatever you want without my approval. Right? Yeah, it goes so much deeper than Oh, they used your voice, you should get paid. And, and I'm getting a bit of that, you know, oh, you just, it's all about the money just. And it's funny. One of the very first emails I got was extremely negative, and it's all about the money and I hope you lose and I hope it costs you 1000s and legal. Just put your voice back it's just a voice and I so my brain says this person just appreciated the fact that they liked this text to speech voice and they'd like it back. They just don't know how to say it nicely. That's true. And I don't know if you I mean, you would have seen the videos that are circulating on YouTube about like, there's so there's like millions of people saying bring back the the old Tick Tick Tock voice You know, there's so many memes floating around about it now. I haven't seen them all. I haven't really had time I've been completely overwhelmed with the attention. This is getting and My days are now what times my next interview. And I'm agreeing to that because the message is so important. Like I said, it's not about Bev getting justification and payment for what she did. That's this much of what this is all about. And I again, I got flowers from a friend, and she said, thanks for standing up for women everywhere. I mean, it doesn't matter how you look at it. This could have been somebody that would have rolled over and gone. Wow, I'm the voice of Tick Tock Isn't that great? And a statement, and it would have destroyed our industry. So I'm kind of happy that I've been put in this position and have the gumption to do to do this. But I don't do this alone. I do this with the entire voiceover industry. I can't believe the support I've gotten. That's brilliant. And like, all those reasons, though. Yeah, thank you on behalf of the industry, you know, for for, for taking this on, because it will it will take an awful lot of time. You know, you're putting yourself out there as the sort of the face of this campaign. And you've done it in a brilliant way. I have to say your branding on this has been excellent. The hashtag standing with beavers. Like is genius. I wish I thought of that. But I didn't. Actually somebody else came up with that. They also said you should do hashtag standing with Rob Rob. Rob's giggling Paglia is my lawyer. He is also a voice talent. So he understands the business. And he's located in the US where tic tocs offices are. So it all kind of and I knew Rob, so it fell into place. But the other one is, when this goes to litigation, and there's some rules in place, which I hope happens, that that helps everybody work together in a really cohesive way. It's positive for both sides that they call it the standing clause. Got the perfect name? Absolutely. No. That said, That's fantastic. And the other question I've heard sort of secret is whether they you know, the unions have been worried about this, you know, sag AFTRA and some of the other unions in terms of who who control who works in voice and who's paid what, etc. But they haven't really made a big thing of it. And hopefully, they can kind of join this in a way or somehow exert the what influence they do have into I'm hoping they stand up. And yeah, I'm not a union member. I'm not, it's sag AFTRA in Canada. And after in the States, I believe, and I'm neither, but I hope they stand up and listen, because there is some talk to this. And there's going to be more and more companies that hire you to do your thing. And then you might control your voice, you might have the say, of who can use it. And that would be wonderful. And it would be like a passive income, I would think the Union would be part of it want to be part of that. You know, so I'm hoping, again, by being this public and accepting requests for interviews and talking more to people and spreading the word that it's not just about getting paid for your work. It's so much bigger, I'm hoping the union does step in and go You're right, we can lend a voice because everyone I've talked to whether they're union talent or not, whether they're agents, casting directors, they're all we're behind you 100%. They may just be waiting to see what happens with it. But at some point, I'm hoping that that they join the support, at least, you know, by verbally saying we're behind you on this one. Yeah, brilliant, because it would be good, it would be fantastic, that support it. Another thing about TTS that's been kind of like the flip side of it, because it has been kind of doom and gloom, like the robots going to take our jobs like every other industry. But there has been the one the TTS companies I've been talking to. there's a there's a couple of them who are really kind of doing it for the voiceover angle. And what they've described is that they're developing like voice print technology. So you can effectively Copyright The sound of your voice when it comes to AI. But not only that, but they're trying to design platforms so that, like voice actors, like me, and you can go on and effectively create like a like a costume if you like, which is like a character in a voice game. So you'll create a character and then say a bunch of different words to make that character real. And then they can make that character in the game, say anything they want, and they pay you like per character or per player or something like that. So there are some glimmers of hope that technology could also be the solution in terms of having these digital voice prints and the ability to have basically like it like a pay to play. But for your TTS voice, which alone It will you will Oh yeah. And that's that's where this passive income will come by. And again, it comes to us to be in a studio then you had to figure out how to be at home now we have to figure out how to work with them. And those are the companies I'd be happy to talk to you because they get it they get that it is your product and that you should be paid for the work you do but they want to work with you on this and technology is going that way. Why not make it work and stop the pushback? Absolutely. Yeah, exactly. Yes. Like they need the voices originally. In order to make this work. And if they get this terrible reputation, it's not going to work in their best interest. No. And I've also heard for video games and stuff, they'd be using that for more background, characters and stuff, as opposed to the main characters are still going to be voice actors. But but the, you know, the grunting teacher in the side that gets pushed out of the way in the grocery store might very well be an AI voice that we've created. Yeah. And you would, you would be told that it's there using your voice and you would be paid for it might not be much compared to, you know, an actual voice job. But your hard work of creating the voice itself, because it can be taxing would be done. Yeah, absolutely. I, I know from one of the TTS jobs I did, where I set it was over like one Christmas, and I had to do so like five hours recording a day. And it was, it was very challenging, because it really, it puts you in some kind of weird mindset. And in the end, the whole thing fell over and I never got anything for it was a real shame. Now, do you know that? Well, it's very suspicious. Now. It's terrible. I need to know where because that's the thing about data, isn't it? So copyable, and it's so duplicatable. That, that is where the problem is talking to the guy who's the voice of the was the original voice of Google in the UK. And met him at the one voice conference in 2018. I think it was, and he did a talk there about how he got I think, like 500 pounds or something just ridiculous and signed sort of is right away. Before text to speech was even a glimmer on the horizon. It was you know, like it he literally didn't it was like a science experiment could have at that time, but but did sign has happened. So it's right away. And and now like, wherever I hear, you know, someone's GPS, and it's like, turn right in 34 meters. I was odd is that guy again? He's like, he's omnipresent. And so hard to extricate yourself once you've once you've gone down that route? Yeah. Yeah, I mean, I think this was brought to light in, in North America with Siri, originally, when she was recorded and didn't know that this was what it was going to be for. So you know, all these things coming out and speaking loud and proud about, you know, you can't do this is a wake up call to the people that are doing it. And I and I think as long as it's, we can make some differences in the industry and get the ground rules set, it's just not going to be an issue in AI is going to exist. And alongside voice talent, and I always say, you can have a good video, or you can have a luxurious, you know, Jaguar driving down the street, or you can drive a I don't want to be little any car, but a less expensive car. Or you can have a luxury car, and the less expensive cars, your AI voice. But you might never get that humanization of the luxury car that's not going to go away. So I don't think that our jobs are going to go away. I think they're going to change. But we need to change with them. Yeah, yeah, absolutely. Yeah, flexibility is the key, isn't it? You know, that's that's the same for any kind of ecosystem is that you you want to be you want to move with the environment. That's the whole thing about evolution is that you know, the you try a bunch of different things and then go with the one that gives you the best results sort of going forward. So we do have to turn it, turn it into the voiceover district. I mean, we take our training we do we do our coaching, we come up with a commercial demo. And you know, what start says, buy this product introducing has turned into this, you know, oh, you should you should just try it. It's and it's like, wait a minute, I didn't train like that two years ago. So we're constantly learning and training and growing and staying up on the trends and beating the trends and, and doing all those things. And this is no different. It's just how to make it work. Yeah, absolutely. Speaking of trends, and moving a little bit sideways on topics, I've noticed that that briefs that come through now, and sort of you know, these things from agents, especially in the States, there's and I know agents have been talking about this, but the fact that they now say, you know, this, here's the fee, $3,000, whatever, this includes all lifts all versions or cuts, bah, bah, bah, you know, this is 60, a 30, or 15, or six and a five. And that's all included in the fee. And we can make other ones that we don't have to pay you. And it's kind of like halfway to the TTS, they've got a real voice to do it. But they're basically like, anything you say in the session can be used to make any other work at any time. And I recently had a client who came back and said, like, I did some kind of commercial, you know, six months ago, and they said, Oh, we've got to pick up on that commission. I was like, pickup, it's a bit late for pickup. It's, you know, it's been six months. And it was like their script was like they changed the price or they there was a new offer. I was like, This is not this isn't a pickup. This is a new work. This is this is the next stage in the campaign. You can't call this a pickup and then I just see that there are these these inroads that people are trying to get to sort of, you know, make it cheaper. And it's important that we are aware of them and kind of, you know, and realize when our value has kind of been hijacked. Well, they wouldn't say it if let's just say it was a television commercial or radio commercial. They don't go to the people and go Oh, you know what? We're just going to make a minor change and keep running this for 13 weeks they go, you don't have to change anything. But if you want to run it for 30 more weeks, it's going to cost you. And it's the same on the other side, and you change the price. It's a new spot. It's a new spot. Yeah, it's a new work, isn't it. But it's interesting that this complements now of, you've got, I mean, you've got more than this, but you've you've got two different types of voice buyers, the ones who are like small business owners who have never dealt with the industry before, and they've maybe just bought things from the supermarket, or employed, you know, tradespeople or whatever. And then they sort of advertising agencies who have a much more used to the kind of licensing model, etc. And it's sometimes quite, you know, there's quite a lot of education that needs to happen, especially on those kind of lower paid sort of more self service gigs on the pay to place, especially when when people want to reuse things or, or make modifications. Have you found that with that you have to educate a lot more? Yes. Yes, you know, you change your proposals on online castings just say, you know, this, this, this price that I'm quoting, needs to be discussed further with regards to usage, and we just need to put it in there. And so here's the thing, you can have a contract, and you can have an email agreement, and they are both legally binding. So if you put something in your proposal, and they hire you, they've read that, that counts as an agreement. So you've opened the door to a discussion that can be held up in a court of law. So maybe, that's pretty interesting, too, because one of my big things has been with the pay to plays, is to put in Yeah, as you say, like, like, this is an indicative cost, you know, it's going to be confirmed when I know who the client is, when or the usage, etc, etc. Because I did get burnt, you know, a few years ago with, you know, people saying, I've got a little corporate video, you know, can you do this, and then it turns out, it's, you know, for Facebook, and you find it in the session with the client. And so, you know, that's right. There's all kinds of awkward things that go on like that, where it's just, you know, I want to try and avoid that in the future. So well, and and that's part of it too, just because Facebook's putting together a little tiny video, doesn't mean it's going to cost any more or less than the guy down the street who's starting his own business. But it comes down to Media Buy, and they're paying 1000s of dollars for to be seen around the world, you kind of get a piece of that, right? Like, so, when a big company puts it together, they have a huge budget, and the voiceover is part of that budget, you get somebody working out of their basement that's trying to make a living for Joe's burgers on the corner, a different story, and how, why would you advertise Joe's burger on the corner, a small town in another country, you just wouldn't. So you have to look at the details, or at least ask what the details are? Where exactly is this gonna be aired? When I love the line? It's just online. It's just gonna be an online video. Oh, so the whole world is gonna see this is what you're saying? Right? It's different. If you do a landing page, I'm going to grab you for the brain, you know, Oceania? Well, that's where it's going to get seen. Yeah, but if I say it's for Honda, it can be seen anywhere around the world. Exactly. That's exactly it. So and the interesting thing is, as well with, and I've gone through this journey with royalties, in terms of, you know, you do with video for sort of a big company, that that they say is like what's only gonna be organic for 13 weeks kind of thing. But the thing is, once you post something on the internet, it never gets taken down. Like there's always a copy somewhere. So effectively, it's not really moral for you to charge them until the day you die for that, that thing that they're not really using anymore, but it will still be on the internet. So there's an interesting balance to be struck there as well. Yes, one of the things I always think of is in commercial products, a lot of products get changed very quickly. So it's something to be concerned, especially if there's a price in there. And that's where an important any script changes will ish will warrant a new session fee or whatever, a new cycle, new 13 week fee for this like you have to. So again, the terms need to be further clarified prior to accepting this job is all you have to say and then get it in writing, whether it be an email or written out contract, but something right, so I'm going to transition into the sort of the more and more finding out more you about the you as a voiceover artist. And I like to sort of put there's this kind of three like a Venn diagram, there's three different bits of voiceover, there's the business, the tech and the craft. And my first question was, actually, funnily enough beautiful segue is how do you price voiceover in terms of the business of your voiceover? And has it been something that you've sort of learned how to do just like you learn how to operate your equipment and just how you learn to use your voice? And like, how do you go about now? Do you have a fixed rate card? Or do you go off the industry? rate cards? How does it all work? Use the gravy for the brain rate guide is actually what I do. I'm one of those people that I could sell you the moon but as soon as you asked me how much I go, well, it's it. It's only $2,499. But you know what I'll give you about 2003. I stumbled my way through it if you have to ask me in person. So I'm happy to say the industry standard rate for a spot like this for this much usage, according to is this much. And I don't have a rate guide per se. Like one that's that's etched in stone that's on my website or anything. So I do you have to kind of get a feel of the client and how many people are involved and how long that's going to be? And is it regional? Is it local? Is it national? There's so many different things. So I don't want to have anything etched in stone. But a lot of times, if it's if it's someone that's reached out to me and says, hey, I've got this thing, and I go, Well, that sounds really interesting. Can you give me a few big details? And what's your budget? totally right. And then I can have something to work with. If they come back with. They go, well, it's just a little video. Well, nothing is just a little video. This is exciting, and I want to work with you. But I need to know where it's like, just keep prying them for information until they give you a number. And then you can go Oh, I was only going to church. Okay, let's, I can work with this. I'm not going to bill you your top because I wouldn't have. But I'm certainly not going to build you my bottom because it wants more than that because of the description you've given me. So how to bid. It's a learning curve. It really is. But we do have guides to use. And I'm happy to use them. And we try to keep them current as times you're changing. Yeah, wasn't it keeping that that that price, but it's almost like the there's so many different ways that even in different territories and and in countries that people charge like the whole British system with the BSF with the basic studio fee and like anything industrial is just done for 250 pounds an hour. And and the thing is like the British system, it bugs me how it is time based. So if you're a rubbish voiceover artist, and it takes you five hours to get through it, as opposed to three hours, you get paid less. How does that work? Or if you're really good, you can do it in about three and a half minutes. I've read it edited and off the go. Yeah, it is funny. And I find in Canada, if you say in perpetuity, it just doesn't seem to hold as much concern. We're certainly not a small country. But it just doesn't seem to I don't whether they don't use it as much. In the US. Absolutely. It's like you say in perpetuity and you go and no, I'm not doing it. Right. Okay, so are you saying from a client perspective, or from the voice talent perspective about from from what I see, even when I see it from my agents, they don't like it. But if it's a Canadian based job, it just doesn't have the longevity that that other places seem to? I won't say that's necessarily across the board in every field. But it's not as alarming as when you see in perpetuity, say in the United States. Yeah, absolutely. Where you hear about people, you know that then? And they're remaking commercials or something? And like we were talking earlier with the same campaign later on? Yeah, so I haven't seen as much concern. I mean, I try to say, and I certainly my agent in Canada tries to say no, no, no, but it just doesn't seem to be, it doesn't carry as much weight as it does elsewhere. It seems. That's interesting, isn't it? Yeah. And that word in perpetuity has been quite a recent phenomenon. And I can understand why with big corporations, they want to make sure that nothing's going to sting them in three years time, you know, their company gets sold to someone else, and suddenly, they've got this bill for, you know, huge amount. So I can see the business case of why it is. But I mean, for me, it's been, like, I basically, you know, I charge if it's organic on the internet, and no paid placement, then effectively, you get an in perpetuity license, because it's just sitting on the internet, and if people see it then go on, and it's based on sort of company size, but if there is a media buy, then obviously, you know, you want a piece of that media for if someone's spending a million dollars to place it, then you know, it's got to be relative to that, because you're they're obviously getting more value from you. But it's not just that it's if it's sitting on the internet and somebody's website, and the only time you're going to go there is if you really need to research that little thing. That's not really going to interfere with you doing anything with their competition. But when it's out there, and it's Media Buy and it's thrown in your face, and it's you know, buy this drink or buy this burger or whatever shop here it's like that can be detrimental to your work trying to get work elsewhere. Yeah, absolutely. Yeah. And it's also the same thing like I used to say you know, if it's a big huge company like Microsoft, you know, it's got to be absolute top dollar. But there's a difference between Microsoft making an above the line campaign for like Microsoft that everyone in the world will see. And, and like a tiny how to video on one of their servers, deep, you know, buried in one of their service techs that may be five engineers are gonna see in their life, you know, it is technically for Microsoft, but there's a big difference in viewership and reach. Yes, and I've done a lot of internal work for very big companies. I just don't say that because you won't ever see it. Unless you're an employee of that company, yeah, so I know I did it. I don't need anyone else to know I did it. It's just no one's gonna ever see it unless you work there. Yeah. How do you keep track of royalties? Do you have a system? CRM, I have a very basic CRM that. And honestly, if I have to refresh, like, you know, it's been a year, it's in my calendar. About three weeks prior to the term, it comes up with the client information, the job, the date of the email, and I'll fire off an email directly. That's great idea. Yeah, that's something that I'm probably that's the, I'm the worst at that. In the world. It's hard. Yeah, you know, it's, it's, it's funny, I don't have half a dozen clients that pay me large amounts of money to do their spots. But I have a large number of clients that send me a lot of work, and constantly new ones through online casting sites or word of mouth, and it does get challenging, and I would bet I've probably missed one or two. I actually had a love, you know, relationships with your clients are huge. Two weeks ago, I got an email just just after this. tic toc thing hit I got an email going, oh, by the way, can you send me an invoice? We're not renewing until October, but we want to make sure we've got this down. Okay. Thank you. I can't one last thing to do or not September's so exactly does happen. Yeah. And then there are some really good clients. Usually the big agencies are actually really good at that, where they will send you an email like three months out saying please invoices for you know, for $1,000. for the, for the you know, the the rights to use the on your voice ongoing, which is fantastic. It's so good that they respect that integrity. So a calendar, when you're starting out is easily just just put it on the date, you need to refresh it, and it'll fire you off or reminder, hey, you need to contact these people. Yeah, that's a great idea. I need to start doing that. pay to play as you mentioned them to support online casting sites. How sort of what percentage of your business do you get from Peter plates? Because it's a big question, especially beginner talent sort of get a bit. They feel like should I join pay to place and well, so my history is, when I first started, I was able to get my very first job off a pay to play often on my casting site. And then I got another one. And then I got another one. And that was really, almost the only place I was getting work. But then because I had some work, I was able to get an agent. So when I think of people, should I or shouldn't I? The answer's yes. Especially with online castings. Now, I mean, there's so much discussion about them, you can find out what's right, what's good, what's bad. There's different layers. So do what different levels you can do, what, what you can afford. But, and I and I say this, so I think some people say that this shouldn't say this, I use, I used online casting sites to practice, but you get every script that comes across your desk that you qualify for. Now, if your tags are wrong, you might not really qualify it. Or if the client hasn't ticked the boxes correctly, you might not really qualify for it. But it doesn't hurt to read it. You're still training, you're still learning, read it a bunch of times read the description. And if you go, No, I didn't get it, just hit delete, you don't have to send it because you said I'd read the script. But it's so for that reason, it's a good practice. It's good to get in and see how quickly you can get into character and get into, you know, the person who's telling this message and all those things. And and then you kind of go, you know what, I think I'd be really good at explainer videos or, you know what I think I should pursue animate. But how do you know? I think to me, it's a great way to spend an hour a day just looking at scripts on online casting sites, because where else do you get that kind of exposure? handed to you sitting at home? Yeah, it's so true. I I say exactly. To my students that, you know, it's a there's a potential of getting jobs, but it's also just fantastic practice with real world scripts. And not only that, but the fact that you even if you don't get the job, you have still read for someone who is going to cast more voices in the future, luckily, and they might keep you in mind. And Oh, absolutely. I've definitely got jobs off the back of not getting other jobs, if you know what I mean? Well, and it always had doesn't always happen that the person that's listening to your audition may not be the hiring person and they come back with, you know, I can't tell you how many times this has happened. I absolutely loved your read, I loved your audition, the client went with somebody else, but I'm going to put you on my roster or I'm going to, you know, keep you in mind for the next time or I favored you so that I'll find you next time. It did leads to work, always down the road. But as I said, if you really read it and go, No, just hit Delete. Just don't submit And it's a great place. And not only that you're reading the direction that is current and trending. And that's important. Because remember when I said at the beginning, you train and do all this, but then things change, you got to change with it. And if you were to go into a studio and they said, we'll do this, and this and you go, I don't even know what you're talking about. You have to know what they're talking about. You have to know what they're looking for. Part of the part of the gig. Yeah, it is. Yeah, absolutely. Um, so which which pay to place do you go to if you name names, which names I'm on? I'm on voice 123 and have been for years. I started on voices.com. And I was doing extremely well. They changed their terms of service. So I left. I have not go back. I have a free profile there because it doesn't hurt to be found. Yeah, but I don't actually do any work there. And but delgo voice realm and vo planet. Yeah. Nice. Yeah. Cool. Yeah, there's me. There's so many it's it's, and I feel like a new one starts each week. You know, it's like, oh, and cast voices. I just joined cast. Yeah. Oh, and I'm on voiceovers to Gosh, I'm on a lot. It but I have a I mean, if I don't work, I stopped renewing. And I booked on all of them. So yeah, yeah, fair enough. It's good. And it's also good for your Google SEO. Of course, anytime that your name is associated with the word VoiceOver on a different site and points back to you. That's a good thing. Yeah. It doesn't hurt to be found. And if you can put a free profile out there and you have a legitimate demo to do it be a free profile. It's just someone to hear, you know, it's a place to be found. Yeah, I think it's a good thing. And online casting keeps changing. And if if they change their terms of service, and you don't agree with them just walk away. Fair enough. What was that read their terms? the terms of service with voices.com was at the sort of we own all your demos, part of it. Yeah, that was kind of it back there. They they, they had and this goes back, but they actually had a clause in there at some point that said that voices.com owns your audio and can reproduce it for any purpose. what not, this isn't the right wording, but we reproduce it for anything, they want it no renumeration to the talent. And that's when I walked away. I don't think that clauses in there now but then they bought an AI company. And I just went, I got it. I'm on six other sites. So we're good. And you do what we see. And the final question in the comment business section is, how do you think it's important to have a sort of a marketing strategy as a voiceover, you know, outside of your agents in the pay to plays that you're actually looking for work yourself? And what do you do in that regard? Yes, it's important. Trust me, I had no business experience whatsoever when I started this, and I had no, I, I had nine years at marketing, but I was marketing a multidisciplinary engineering firm, doing whatever they told me to do. And when they said, Go, Go talk about yourself and say how great you are, I went, ah, I know, I can't do this. So I, I do a lot of reading. I use LinkedIn, I use Facebook for pretty much business purposes only. I think if you looked at all my personal references, you'd come up with family of 10, an ex colleagues from jobs I've held in the past, maybe another 20, and the rest of voiceover people or clients or but I think it's there's all kinds of ways to market yourself, I don't have somebody that does that. For me, I probably should. I'm a little afraid of marketing, but it's important to just be confident and share your demos, make sure that you do things on LinkedIn that show so here's a little tips like this, this is how you learn from the beginning on up in LinkedIn, when you reply to somebody, great job. Right, your name comes up. And a few little words about you. The better not be I work at a dry cleaners. If you're trying to get voiceover work. If you want to work for dry cleaners that you know get more people there, that's fine. But if you want to be a voice actor, you need to say, you know bad standing voiceover talent or voice actor voiceover it like whatever combination you want. But that's what they see. So you need to make sure that scene on every reply, LinkedIn, join the conversations. So I do that I joined groups, and don't talk about you. So that is a good marketing plan for me, because I don't like saying, I have great demos, I do a really good job I that I have trouble with that. So by joining in their conversation and saying, Well, how do you do that? And what does it mean when you say this? We're just getting involved with them. You make a response and they see that upstanding voice actor. If they want to reach out they will eventually Yeah, interesting. So good marketing. It's important, but it can be subtle. Yeah, yeah, totally. Well, thank you for that. So marking tip, that's fantastic. And let's pivot to the tech of voiceover. I can see you are located in your lovely, comfortable voiceover booth. It's good size that you constructed that in sort of in your house in your office, if you like. It is this is in a room that used to be a garage, my son in law built it for me. He's brilliant, looked on the internet and figured out how fantastic I got my door. Where's my dirt? My door is here from a secondhand store was in a frame. And it's an exterior door show, he said got all kinds of like, and it's an exterior tail door with double glass. Oh, fantastic. Yeah, that's what Yeah, yeah, that's brilliant. Yeah. So listen, and what kinds of soundproofing Do you have is that stuff that you've bought off the shelf? This was Graham Spicer love him, connected me with the chap who was building these frames, and they're just double walled, insulated, covered in fabric, two pieces of wood, but I also have to my booth is two walls. So let's drywall a little bit of space. Yep. Rock Solid insulation. Yeah. Little bit of space. Yeah, to send more drywall. And then on the outside as I have here is indoor outdoor carpeting. Kind of muffles. And I'm on a carpet on a concrete floor. Yeah, fantastic. I should have had a raised floor. No complaints. So it's any with concrete floors dimensions only when someone does some drilling, or there's a motor running or some air conditioning or something. I live in the country and all that stuff from the other side of my house, like the air conditioning and also on the other side. So I'm good. Oh, that's fantastic. Good job. Yeah. And what gear do you run? You've got a 4416. It looks like you did must use I have a 416. I have my very first Mike. Oh, yeah. Because I saw one of the interviews is that it's Audio Technica. 3035 I don't think they make them anymore. And that was a cute story. I walked into a place to get a microphone because I had done an audition on I was an inspector at the time. And I had a little handheld microphone. And I got asked to do a radio imaging spot. And I recorded in that and sent in the file. And the guy emailed me back and said, I hate to be the bearer of bad news. But I think there's something wrong with your mic. But what Mike? So I went to this little warehouse place it sold microphones and music equipment. And this really nice guy was helping me asking me what I was doing it for and hooked me up with this mic and a couple of other gadgets to keep it down. And when I asked him where I should pay, and he goes, Oh, I don't work here. I'm a sound engineer, go go over there. What's perfect? Yeah, and it was a great mic for years and years and years. This for 16 is maybe a year and a half old. And I went from that to a TLM 102. Yeah. And then I switched to this because I started traveling. And this travels a little better for my voice. Oh, they travel so well, that the 416 is so robust as well, like I've chucked it in a suitcase, gone right around the world with it and they just don't miss a beat and then they don't miss at all. There's no noise. Yeah, and they don't pick up the room as much. So you're in a hotel and you've got outside, it just doesn't get that the way that the other mics do something because they're a hypercardioid a shotgun. And so they just yeah, so this works for me. That's great. Same Same here, actually. Yeah. And I always recommend the 416 if people want a professional mic, because it's just does the business really well. And you and I love this. Don't know what it's called, but I love it. Yeah, that's an interesting pop filter. I haven't seen that before. But it's it's soft, like a soft steel, but it's got layers. Absolutely. It's like three layers there. And it's it's the first one I've seen that's rounded. So it actually kind of deflects the the the airwave that goes forward as opposed to actually just, you know, bounces off it because I've got these, this one here, this these round circles like the classic one. Yeah, I have a couple of those, too. I like this better. Yeah, I might see if I can get one of those. I'll send you the details. And it just slides right over the 416 with rubber bands. Oh, that's great. Please do please send me that. That's fantastic. I will send you the link. Are you you're kind of a tech whiz. Have you embraced the technical side of voiceover or more of a Luddite? Oh, I make check. No. Did I convince you even for a second. I learned what I needed to learn as I needed to learn it the same way I learned Microsoft Word and Excel and the computers when computers were first created. I learned what I needed to learn. So I started out learning how to silence a breath. And now I do pretty much everything on the fly and pretty quick, but it's repetition because I do a lot of auditions. So when I started out, I had a full time job but I would spend two to three hours a night trying to hone my craft and come up with these auditions and try and book a job and listen to a webinar and, you know, practice my scripts and you know, do whatever I needed to do and so good two to three hours every single night. And then if you got a job, you had to edit it. So I just got faster and faster and faster. And I'm, I studied classical music as a child. So I'm ambidextrous, with my fingers. So I guess maybe it came a little quicker than it's interesting. I trained myself to be ambidextrous, because I was doing again, I was doing so much editing on a pretty bad setup at the time that I ruined one of my wrists, and it was just so painful for me to edit. And I noticed that I was just, I just wasn't auditioning, because subconsciously, I didn't want the pain of having to edit them. So I realized that and I was like, I need to change what I'm doing. So I thought, well, I've ruined their hand. Let's start on this other hand. And so yeah, and it took takes about a week, and you have to tie your other hand behind your back. Because otherwise, when you're not concentrating your other hand goes and grabs the mouse, like if you're if you're trying to convert, which is really interesting, psychological phenomena. So I have two screens, I have one that has the audio up and one that has the script up and I'd be scrolling down on this side and editing with this side. And it's cool. Yeah. So yeah, I'm pretty quick. But again, baby steps. Yeah. And you guys are used to a Adobe Audition. Yeah. And I use the current ones, you can do a lot on the fly. But there's all kinds of shortcuts. And there's some great people out there. And there's a Facebook group for Adobe Audition. And just any group, I say go look at this group search to see if the questions been asked first. Yeah, and YouTube is your friend, you'd be amazed what you can learn still to this day, I go, Wow, where did that go? And so I google, where did this little shortcut go? And lo and behold, you'll find out so yeah, bit by bit. Yeah, totally. And to sort of final section about voiceover, which is the craft of voiceover, which is, which is kind of the area where people, you know, people who are new to the world or whatever, think this is the only area you know, outside of the tech and the business side of voiceover. But I guess it's the most important when you're when you're starting out and learning because you have to have a have a good voice and be able to interpret scripts in order to build the tech and the business behind it. So what do you think, makes a good voice? It's a big question. You're gonna love this, because this will tie the whole day together, emotion. Whether it's your emotion, whether you're channeling the emotion of somebody else, every word we speak, we speak with emotion, every conversation we have, we have emotion behind it, we have some sort of passion, some sort of connection. And if you can confine, if you can find connection to the words, you're speaking, you can have a strange voice and still have a beautiful voice. Because you'll get the message out there. Yeah, that's so true, isn't it? I mean, that's effectively what we're hired to do is move other people and, and connect with other people to communicate a message isn't that? That's the basis of it. Yeah. Oh, well, that's my that's my thought. That's a very good answer. And like, what are the what's the most important things that people should know when you know, because in recent years, especially people are like, I've heard about this voiceover thing, it sounds really easy and amazing, and I've got a good voice, and I'm going to go and do it. What are the most important things for people to know before they jump into a career with voiceover? I think with any career, it's a business. It's a business. First and foremost, you don't become a doctor without learning how to become a doctor. But if you can, if you can stick with it, and follow it step by step by step it is, in my opinion, the most fun career choice in the world. There's some pretty fun things out there, but you do something different every day, every hour, whether it's you, whether it's just auditioning, you're this person, then you're that person, then you're, you know, going through this emotion, and then you're marketing and then your the community is it's just the best. So if you can, if you can stick with it, and just find you in the the actual performance. And slowly, you didn't just get behind the wheel of a car and go on a highway. It's like just bit by bit by bit. You'll get it because getting up in the morning is not work. It's like, oh, the sun came up, I get to go do something today. I love it. There couldn't be anything more fun. Yeah, I totally agree. And that's the thing. You know, if you do love what you do, then you never work a day in your life. And I still don't really consider voiceover work. And I would do this even if I didn't require money. Because exactly, it's such a creative outlet. And the people are wonderful. I've been in a ton of different jobs throughout my life and the community the support, that it's just such a happy place to be. I couldn't think of anything better. Absolutely. That's fantastic. And do you think anyone can be a good voiceover? Or do you think it is quite a sort of a niche occupation that only suits a few people? I don't think everybody can be a voice actor. I think more people I can be than they perhaps think they can be. It's hard. It's it's a lot of work and time and commitment. And if you're finding it, if you're finding it interesting and enjoying it, then I think there's a really good chance. And and I'm like you, I'm a territory controller in Canada. And we're mentoring people. And sometimes, you know, you'll get someone that it'll come across your desk, and they'll read and you go, huh. But after a while, when they start to get it, you think even with that voice, it's just so unique. It's so different. Absolutely. They just have to get beyond the I'm reading us script. Totally. Yeah. And there is a huge shift in the industry, that the briefs coming through that I mean, all of the scripts that I see now say, not an announcer can't sound like a voiceover wanted to sound like a regular person, you know, but they just have to, like you say, not sound like they are in a studio reading a script. That's right. Yeah. Arms and eyes and pauses and all those things that listen, when you talk. Yeah, if you can sound like that. You can do this. That's it's an art. But it you know, that's why we take lessons. Yeah, exactly. Yeah. And do you do characters as well as quote unquote, straight voiceover I still considered straight voiceover character, kind of. I know what you're saying. I have. I don't as a rule, do video games and whatnot. But I mean, the last job I did was a troll. I was an old lady troll in a Fitz conservatory in Philadelphia. Pittsburgh, Pittsburgh. Pittsburgh is the state Pennsylvania. Sorry, I'm Canadian. I just a moment there. Okay, we'll go back. Yeah. And, and so on the age old lady that you have to answer these questions to. And I've done some little kids stuff and whatnot. And I yeah, I've done like witchy things for some video stuff, trailers and stuff, but it's not my main focus. And I've definitely found that because I kind of wanted to challenge myself a couple years ago, and I want to give the gaming thing ago without kind of having appreciation for the fact that you need to learn everything again, like it is like an entirely different industry. Like the marketing is different. The contacts are completely different. They're just the your studio setup even has to be a bit different for the whole the movement and the loud volume that that comes out, rather than a straight voiceover. So yeah, fascinating in terms of it's a completely parallel separate industry almost. It's a it's amazing it. I've watched a few videos on on, and I've been in a few training sessions at conferences and stuff for people that that do video games, and you're like, wow, is that how you do? I mean, they go into the session for four hours and do nothing but grunt Yeah, no, you have to die. there's a there's a gentleman, I'm friends with humans in Spain at the moment, but I think in one video game, he was killed 2412 times or something. And you have to sound different every time. Are you being killed with a gun, a knife, a car, a tree, a heart attack, like there's hundreds of ways to die, and you have to know how to do them all and then stand up and still laugh and be in that character. So it's a it's an art and look after your voice too. That's the hardest thing I find about gaming. It's just that the toll it takes on your voice? Well, that's where you have to that's where learning placement is huge. It is Yeah, it's like learning how to scream and use your voice properly. So we'll go back to tick tock a little less strenuous for that job anyway. Get the TTS to do it for you. That's right. What's your biggest your biggest job today apart from big that was picked up? Probably that Yeah. As far as what people have heard me, I've been in the Super Bowl, which is a big football thing in North America a couple of times, but again, just regionally. And I always say this the most. I did, I was a narrated one season of a TV show in Canada that didn't make it to season two, sadly. So I've done a lot of one offs kind of thing. But I think the one that that hits home for the most is I did a couple of commercials for Kraft. This is an original Kraft teddy bear from back in the 60s. Because my father was an advertising executive and he had the craft account. So this is the smoothie bear. This was my teddy bear growing up. So when I got hired to do the squirrel on the roof, is what it was about some guy jumping off a roof in a squirrel costume, but it was for craft and that was probably the nearest and dearest to my heart. I love you have such a person you have personal items in your voiceover studio and I found it common about lots of and I think it says a lot about our craft that we keep the most personal and emotionally connected things close to us when we're doing this work. It's kind of it helps with all your emotions. Yeah. You know, every every like I said, Every everything is an emotion every every time we speak, there's an emotion attached to it. And the little things you have j Michael Collins euro retreated the K club. I've never granted his buddy. But anyway, yes, I have all kinds of things. But it's important. So here's one this may, I don't know if this means anything to you. But in Canada, this comes out the puppy comes out on Remembrance Day and remembers the veterans. So do you need to pull out a heartstring? So that's here. That's all kinds of ways to that's such an interesting concept is to keep, like, yeah, you're like the the object which you have an emotional tie to there as your kind of emotional palette that you can draw on physically, as you're voicing something that's fascinating, and thought about that. It works for me. I mean, I've just got all of these like, I've got to select new disk toys, you know, like fidget thingies. But when I'm voicing and I used to click a pin, and of course that ruins your recording, so all these silent toys that I like kids toys like this, this squeeze gum stuff. I have a cloud. This I got this. I was at a conference for eLearning and training and whatnot. This was a giveaway and I loved it. It's just a cloud. But it's that same. You've got the client on the other gun. Can we just have that one more time? Fantastic. Oh, well, we we have reached out but it's been such a pleasure to talk to you today. And I wish you all the best with with your case against Tick Tock and again, thank you from the entire industry for you know, standing up for what is right and what we need to do going forward to ensure that we all have the a livelihood, and that we're all respected in that respect. So what are some ways that people can support you or sort of you know, get in touch or follow you on social media? It's pretty easy. Bev standing bevstanding.com twitter @Bevstanding Facebook: Bev standing Instagram Bev standing there is a prize is there? It's it's pretty simple. I didn't do anything fancy. There. I will say there is a GoFundMe that set up and that's to help cover legal fees if necessary. I tried not to let that happen. But too many people want to help and they felt that that was the only way they could. I will say that any money not used for legal fees will be donated to the Brad Venable Scholarship Fund. Brad Venable was an incredibly talented voice actor that passed away from COVID last year. So they have set up a scholarship for him in the US. And I have asked if I can donate anything not used to that. So either way it would go to a great and thank you for allowing me to, to use and abuse your platform to get this message out. Because I think it's a really important one is again, it's not about me just getting paid for the work I did. That's a plus. It's it's so much bigger. And it's important that everybody realize that this is what our industry is facing and we have to be on top of it in a positive, helpful, agreeable way to make it work for everybody. Let's not be difficult. Let's just make this work. Absolutely. Outstanding. Thank you so much for joining me today. Thank you, Toby.

The Queen of Character Voices - Lani Minella

Ever since I saw Lani Minella's Character Monologue on her YouTube channel I was amazed at how one mouth could become so many different people! Lani Runs AudioGodz - a voice production company specialising in casting and directing character voices. Lani herself has brought to life many thousands of characters in animations and videos games in a voice artist career spanning nearly 3 decades!

Join Toby Ricketts in a wide ranging interview with Lani covering many topics including: Casting vs Directing vs Voicing
Where your voices come from
Where did she get her start
Gaining confidence and knowing the trade
losing yourself in the character
Playing 'The Clickers' from The Last Of Us 2
How to come up with different character voices
How she uses accents in her characters
Managing the ethics of accents in 2021
The most underrated accent
How she comes up with alien noises
The challenges of creating accents and characters in voice sessions
Using real kids vs female voice artists
Serendipity in getting voice jobs
The story of the voice of Spongebob Squarepants
How to approach emotes and exertion scripts
How to make sounds authentic
Making death noises
Talking in pain
Vocal health and wellbeing

Contains clips of: The Last of Us 2 - Clickers Tiamat boss scene from Darksiders Avatar at Disney World promo from Disney Find more about Lani Minella from www.laniminella.com or www.audiogodz.com

Transcript:

welcome to the vo life and gravy for the brain Oceania podcast, it is my spectacular privilege to introduce my next guest on VO life today. I've followed this lady for many years, I run a voice Academy and I always make a point to show this particular video to my students, which is her going through like a monologue or kind of a routine of all her different character voices. And I've always wanted to be in touch and ask her about the craft. And finally, it's my opportunity. So it's my great pleasure to introduce Lani, Manila to the BLF podcast highlighting. Hi, how are you? Good to see you. I never knew that. That's the first time I've heard that. So thank you. So tell us just a little bit about your voice career. How long have you been in this business? Oh, since the dinosaurs, I've been probably I started in the game industry in 92. But I went through I mean, I'm ancient. So I did all that in kind of a radio business years before that. And so I started doing invitations on radio people heard that started saying, We need you to do ferngully movie voices and to pitch the LaserDisc way back then. And then they had someone downstairs doing CD ROMs I didn't even know what a CD Mama. And they said, Go downstairs and talk to our children's departmental. Okay. And I asked them who else does this? And that was the beginning. You know, so that's how it all got started with basically radio. And that was decades ago. Gosh, that's amazing. Um, you'd sent through like your, your kind of resume and I was looking at the front page and thinking, Wow, that's pretty impressive. And then I realized with 13 more pages of video, like literally scrolling, as you know, like, more quantity than quality. I tried to print as much as I can because IMDb doesn't? Yeah, absolutely. Yeah, it struggles with the video game section, doesn't it? So you you are like primarily a voice talent. But you also do casting in your direction and session? Is that right? Right? Definitely. what's your favorite? Is your favorite to do the voiceover stuff? Or do you enjoy all three? I enjoy all three. And the main thing is I I still would say that coming up, if I'm doing voices, the most exciting thing is to come up and construct new things, new alien languages, new things that I know expect. For example, when I was called to do the monster voices for it, chapter two, I had no idea what I was up there for showing up on the Warner Brothers live. It's intimidating enough trying to know where you're going and get passes and doing all that stuff. And then to be shown, okay, here's what we're doing. And we want you to watch the little line going across and go. Okay, that I think is really nice. And that's the fun part is when you get a challenge like that and can make up things on your own. But directing is fine, too. I really enjoy working with people and casting, I think you've had other people that you've interviewed before, is a it's an interesting thing. But when I do casting, I tend to not make people audition. I don't generally go through agents, because it's always last minute. Here's the stuff we need it in two days from now. So I just kind of I don't typecast people, but I will kind of assign and that's what makes it a challenge to a lot of boys challenge because we have to come up with with this on the fly in the session and be able to, you know, act. Absolutely. So when was the first time that you were that you discovered that you had this sort of knack for being able to just come up with you know, voices that were not your own? Probably ever since I was a little kid and had no friends. I would make fun of teachers in school and imitate them and get in trouble and be the class clown to make people laugh. So that would be my approval. You know what I mean? So the N telling jokes and things of that nature. So probably from the time I was a little kid, I just was imitating things that I would see on TV. And luckily I'd be by myself so I wouldn't embarrass myself enough. And it's one thing to be the sort of the person at the party with with all the voice tricks. But I mean, I've discovered as a coach, like you get a lot of people that sort of come on courses and say, I'm great at doing voices but then you put them Find a mic or in a situation where it's like, No, I don't want that. But I want something slightly different and they kind of they can't deal with it. So it's a it's an entirely different skill set to be able to make that work for you commercially. When was the sort of When did you sort of When was the first time you're paid to be behind the mic doing this? guy she sent me remember that, Barbara? I think it would probably be. Hmm, I'm trying to remember. But it wouldn't have been games, it might have been in radio, you know, because I was at radio stations as well thing production and things of that nature. But you're absolutely right. Being on mic, people can freeze up. And even if you see some of the YouTube videos of the celebrities that are in Pixar or something doing their stuff, they're standing there with like a pencil. And we all know that in order to get action, you should move your whole body and do gestures and be big. And when you're taught to do on camera, what they say don't do that too much, Jim Carrey exaggeration, you're going to look really exaggerated, but it's just the opposite. So being on mic, like I said, Sometimes I've worked. I've auditioned for agents, and I would ask them, okay, where do I plug the mic? headphones? And they say, Oh, we were getting feedback earlier. And I'd say Why? Because mary matalin was in the studio, and she couldn't hear. Okay, door flies open. And they say it's a customer. This, I want mainly agency, not to put the headphones on the talent because sometimes it scares them to hear their voice in their ear. I'm not. Okay, you know, so this is a whole other field where I think people don't realize they all think it'll be fun. You've heard that before, I think it'd be fun to do voiceovers, I can do really like, do them all. Well, I can do this and that. And it is better than digging ditches, it's a lot more interesting. And it does bring out a lot more creativity. But you have to be in voice control. And that's the thing, you're controlling your voice enables you then when someone says like you said, Can you make a little older? Can you make it a little less accent? Can you pull it back, you know, you have to be able to adjust on the fly. And if you don't have the voice control, and we all never know what's going to exactly come out when somebody says can you do you know, just make up something, do it. And you don't know if they want to, let's say, Rosie Perez, you've never done Rosie Perez before. And you have to say, I don't know that she sound kind of like this, you know, I mean, whatever you have to be able to kind of not be embarrassed. And the trick to is that the more you move, the more people who are actually watching, you are impressed. That person knows what they're doing, instead of Santa looking all nervous in the fig leaf position or your hands in your pockets or, you know, things of that nature. So yeah, I think that being on the mic can intimidate some people. But that's part of being on voiceover. So not only do you have to be an engineer nowadays, because you have to record at home. But you also have to be able to bend with the wind. And oftentimes, if you have a bad director, the trick is if they say I'll know it, when I hear it, you just ask them the question, would you like it in a texture older boys? Then they still say they know and there? You just heard it. And so yeah, there's there's little fix, but to know the trade and know the terminology. You know, like you're saying, p pops, you got to know what that means. So I think it's all a matter of you have to be more than just a person that reads as you will know, and I'm sure you train people to is that when people say I've heard the coaching philosophy of just be yourself. When you have to be different characters in a game. I would say you should adjust as that self is that character. Not necessarily that you're being Lonnie doing an orc given me. If I want to do an AUC. I'm not acting like mice who acts like that, you know what I mean? myself. So I'm thinking that you can do that you can kind of add yourself but that whole philosophy of fine your motivation, your subtext and all that kind of stuff kind of can be modified a bit to say that you have to bring acting as though you're watching yourself on a screen on your forehead, and you're playing that role being that role, but being your quote unquote, self does not confuse you a little bit. Yeah, absolutely. Like I often see people who come in my courses that it's like, they they know the character they want to do. And inside they've committed maybe 50% because they're like, I don't want to go too far, because I'll look silly. And it's like, the that's the point of this game is to is to go beyond what anyone else will. Like that's when you get real successes. Like it's not by doing a voice but by becoming that voice that literally feeling like right inside that skin, which I'm sure you'd agree. Yeah, well, and plus in games, they don't write enough lines to give you just one part. You have to play multiple roles because they could bring back some repeat character from six years ago with two lines so they get banned up Getting all the little Bitsy parts that are leftover that might be new, you know, so you do have to be able to sound different. And still not. We don't expect a man to be Mickey Mouse and falsetto. You know, most women do teenage boy voices. But most games don't have a lot of kids unless you're doing it. Kids game, you know, that kind of deal. So when you're talking about role play games, and massive multiplayer, online role play games, those would be the more adult things. And for women especially, you don't really ever have parts that are written for like the Encino check can act like oh my god. It's usually heavy duty warriors, you know, so women are going to be a little bit masculine sometimes, or if they're going to be a fighter, you don't want someone thinking they're going to be destroyed on the first swipe. So your voice has to indicate a toughness. That's very true, isn't it? Yeah. And then games do tend towards like, I guess a kind of a more violent, or at least a very kind of gritty kind of nature like that, then it's not often it was towards darkness rather than light, right. And even the angels may not sound you know, like they're that angelic. Yeah, because everyone is always in a fight. You're always trying to beat somebody. And when you're having an boss, like in a blizzard game or something, I suppose you have a million people all on your screen, little icons, all throwing their spells and doing whatever it is at this monster. It's difficult to make out the speech is usually just a cacophony of things going out there. So when you have emotes where you're dying, and you're attacking or being attacked, what have you, it all becomes a big mess. It's not usually that distinguishable between that. And I think I love being an bosses, I think that's really a joy, especially though, you have to realize that, again, I when I was called to be the clicker, or Last of Us to and I was impacted on the first game and the clicker, they just said, Oh, by communicate by clicking go. And you were watching an avatar on screen of Oh, this monster running down, smacking against walls, doing all kinds of weird things going in agony and doing all this stuff? Well, there's two ways of clicking, you can let it out like a screen door. Or, like do this. Then when you're breathing in, you know, you can do that kind of a thing. But you never know what's gonna come out of your mouth. So just the whole ability of trying. And showing that you're willing to look like an idiot is, I think, very much appreciated in the industry. You know what I mean? And people who have a good attitude and don't say, Don't tell me how to say it. Don't give me a line read. That's kind of you were bringing up before, things that we directors don't really like to hear. I mean, it's fine. I just sometimes they're in such a hurry that I can't think of an analogy, like, okay, you're out in outer space and a birthday cake folks by and your line is what is that? And because I don't know why we're saying half the time. What is that? So I'll say Give it to me two ways, like, what is that? or What is that? Okay, next, you know, on with that, it would be really nice if we knew more about the games. But I, for one have never heard anything, I was asked once per gauntlet, they said you're going to be part of the whole process that never happened. So what I mean is that so we're looking cool. How important is it to sort of to know the genre and know games? Like, are you a video gamer? Do you play video games? Or do you rely on the directors to kind of show you what the context is? Ah, neither. I have to ask sometimes the people who are working with you that say on a Skype call or whatever, they don't even know. You ask them? Is this over battle noise? Is this in stealth mode? Do it both ways. So you have to make sure that you keep the loud stuff last, so you don't wreck somebody's voice. But oftentimes, the things that people that are getting a test, maybe the audio guys, not the producers, you know what I mean? So we're we're working with somebody that doesn't really know the game, maybe they know a little bit, but we're just working pretty much cold. And again, I have to give script writers the credit, because a terrible script is hard to make sound good no matter how good of a voice actor that you are. So I really am applauding of people that write good scripts. I remember when I was doing blood too. Long time ago. One of my favorite lines of this. I don't know what she was thinking she's kind of Jamaican huge warrior, and she says, I've got chunks of people like you in my stool. And I thought that was just hilarious. You know? It's been tested. Yeah, yeah, I know. But the point is when you get some fun stuff like that you have fun. And teamwork is really essential. So if everybody's on it, hey, let's do this, we're gonna have fun doing this, and, and we respect our talent. And, you know, nobody's trying to put anybody down and make anybody feel bad. I think it all turns out to be better. And if the teamwork is, is where people know what they're doing, it helps. But oftentimes, we're working cold. That's very true, isn't it? And I think it's important to have that playtime. Like where you're maybe not in a session, do you set aside a time to or I mean, I guess if we don't these days, but did you just start with? You lock yourself in a room and be like, I'm going to come up with 10 different voices or something like that. See yourself challenges? No, I have to say no. Because again, it's usually a surprise, when we get our auditions in the inbox, we never know what's going to be. And if it is for games, more likely, I'm called lately. I mean, I say now in my career, I'm called up, let's say, by Blizzard, I don't know for what I'll show up, and they'll Hand me the script. Okay, we've got three different characters, sometimes you don't even see a picture. They're nice enough to pull a picture up when you're when you're in front of the mic. And you go, Oh, okay. Okay. You know, and so it's kind of a very spontaneous thing, which was why maybe as a good training, theater helps. Because you can project you can be bigger, you know what I mean? Then on screen, you can use gestures when you're doing theater, drama. And improv could be good. So you're quick on your feet, those two things might very much help or enough, what what kind of talk in terms of coming up with different voices and being able to sort of, you know, carry that direction? What are some of the levers that you can pull, because I know with my, my voice, you know, I've got the deeper register down here, and I've got my normal talking voice. And then I've got kind of a higher voice up here as well. And things like making those sound natural, but then there's also like their raggedy old tone, and then like young tones, I noticed that you've got lots of different levers that you can pull in terms of accent pitch, rasp, Enos, what are some of the things that we have to do, and this is when I'm coaching people, I will tell them, you've got your pitch or textures and your accent. I mean, that's the easiest way to of course, you got attitude and all that kind of stuff. But, you know, when you go to a kung fu class, you learn your kata, and I kind of made this up as a coaching link where you're going, you know, and you're hitting things, but you have been below your belly button. And if you want a deeper voice, by putting your lips forward, who you create more of a inverted chest, so you make yourself into a base metal. You know, Enzo, whoa, ha, ha, ha, ha. So it's, it's, it's formulating not only your body to cave in your chest to be deeper. But also, if you put your lips forward, it places the voice in the back of the throat, which is a great way to get a British accent by the way. For me in the morning, right? Yeah, that's how I tell people to do that to get into it. Because it's not it's not call me on the morning. Call me. Not that British people talk. Like that's a good way to get into it, you know? Exactly. So you've got that and then the texture stuff, is I tell people find sandpaper like Clint Eastwood or zombie? You do. You can start out with a loud whisper. I see dead people. Now add a little bit more. now. Go ahead, make my day then. I'll ask if I would ask you I'm gonna put you on the spot here. Okay, I want you to be a general think patent. Okay, patent or George C. Scott or a tough general with a gravelly I'm use that term, gravelly voice with a lot of rumbly texture. Okay. And I want you to say and bite your consonants, which means you know, you hit them hard. Get that mo over here now. Okay. Get that I'm over here now. Nice. Nice. Now I'd like you to try it. Have you ever played with trucks or gun? I'll try to grow like a dog. You have to flap your voice a little bit more make more air because your voices like a carburetor a mix of air and voice. So if you went and try Can you try her? Mo to me over now you got it. Let's see. You can also know that's great. Because you can lead into it you can go get that out even I mean you can lead in to do that kind of thing. And that gives you another voice you know that you could you could also do it. You know you could do all that kind of thing. So that's the different leavers as you call them, that you can do is to get the pitch. And now if you're cool, you can give them my accent. I had a funny story I told you that Wizards of the Coast THAT THAT DOES MAGIC and Neverwinter, which I do the casting for. never went to we were making the dwarves would be Scottish musket. ELLs are going to be British and the dwarves are going to be Scottish. And to help differentiate between all these races, and so that would give them a Scottish accent or whatever. You're ready to do. And then they came back say Scotland wasn't invented yet. It can't have Scottish accents. Right? Wait a minute, Britain was invented. But Scotland wasn't invented. I don't have my history that well, but it was one of those moments but yeah, so also, if you're doing accents or dialects, if you have a phrase that can get you into the right thing, it helps to learn either maybe some, maybe some of the language if it's a foreign language, you can, you know, almost die and getting you got a little bit more of that kind of a thing. But for Asian, I always use the most honorable pasa. So you put in phrases move on about, like three words. And the backup British drop their ers, like after over, under. It's the same way but you're not in the back of the throat. Hmm. So instead of saying I'd love the chance to die, I love that. turnstones ansata There we go. You can talk like British but you make phrase over under after, not over, under after? I think I mentioned when I searched earlier how when I ask people do you do British they'll say oh I do British accent. And inevitably a lot of men will pull off. You know, and or they think that Cockney and people who don't know where Cockney really originated from coffee. It's not what American Theatre is turned. What's our, you know, Mary Poppins? I know. It's actually a rhyming language like apples and pears means stairs, you know. So the point is that usually RP, Received Pronunciation. Patrick Stewart, drama Picard. That's the thing. But the mistake a lot of people think is that British always sound pompous and aloof. They don't you don't have to say no. So you just have to know a little bit more about that. And like I said that David Attenborough, cheap, you're doing voices that sound that you're really interested in what you're talking. And then we go to the script issue. If you have see spot run, see, spot run, you know, but many times you have to ask, Is this quick? How many seconds do we have? Well, this is in game. This is a shout out this is during battle. So you have to go see spot run. All those things are things which a voice talent should ask if they're not getting the directing? back? Is this stealth? Is this over battle? How quick do you need this? You know, those are questions because there's nothing worse than a bad director except for a bad scrap. Great quote. I like that. So with accents, because it's something that I someone specialized in in terms of like there's a difference between doing authentic accents. And then you can fool a native and then there's like, kind of stereotypical trope based sort of accents like you say, Have you like, how do you go about Did you just learn languages? Sorry, accents by osmosis. Do you just listen to it and kind of and follow the stereotypical form? Or do you go hang out with people who have been? Very nice check over time. It's hard to hang out with. But I will tell you an interesting thing about that. I listen a lot to maybe actors on screen. Okay. Game of Thrones, whatever. I'm not intentionally trying to listen. But if it's Scottish, I will listen to somebody. Now you know, Glaswegian and Edinburgh are two different accents, right? You want the one that is the most intelligible? And the most pulled back because everyone's afraid of offending? Somebody? No. You might be afraid of offending the real Brit. But I can tell you honestly, no two Brits think that each other's accents worth a shot. I've been in England, I've recorded a name. I was, you know, during this game, and I recorded in Southampton, and then I was brought up to London. And they would say, Okay, this was a ring cycle game for psygnosis. And it was not very good. But they were saying, We want this to be a cross between Manchester and Liverpool. And I go, well, Manchester is kind of more, you know, and, and liberals like john lennon. And I say, how do you expect to cross that there? Well, we could do that we'd be doing it ourselves. No one would know. So oftentimes, you know, it's, it's again, for most games, I think that you don't have to find the real person. Because, but here's here's a little tip for people who are bipoc, which is black, indigenous people of color, or binary, or trans, or whatever, that no, now everybody's asking for the complete f neck. You know, Stu, they're open to all ethnicities. This is what you're going to see in auditions a lot open to all ethnicities, blah, blah, blah. Well, I would say start taking theatres. Taking drama if you belong to one of those, okay? Because you would be a big fish in a small pond. Oftentimes people who are of a native thing are not voice actors. And I mean, or if they're getting into voice acting, they might have not had done characters, because when you're doing localization, a lot of those localization companies have native speakers that know how to do voice work, but they're doing medical transcription, or they're doing some sort of educational or, or online, whatever it is, and not games, not animation, things of that nature. So when it comes into looking, always listen, when you're around people listen to them, you know, try and pick up different things that you can watch TV, people told me once I know another guy that does coaching. And he said, I always tell people to go to a radio station online. For that country. I got to put this person down without telling them the name. And he says, and, for example, I'm going to play you something here. I've taken German and Spanish and French. But it's playing this radio station, I'm not going to be able to say it all in German, because I'm not that fluent in German. But you can take a fossil, you can do it with a rocket. Oh, okay, not Did you hear that, I'm going to play that part B bar, the bar, the dial. And so now I'm going to let you hear something from some guys that are not really German, but they're going to give you the good German accent. I really don't like your bond. I hate the music. I hate everything you're doing. Well, nobody wants Arnold Schwarzenegger, especially you have to kind of know something culturally that Germans kind of look down on Austrian, just like Japanese may look down on Korean. And it has to do with history, and stuff like that. So you want to be as nondescript, non regional as possible. Sometimes, for that reason, political reasons, and things of that nature. So you do have to listen, when you can listen to people talk. But the style of acting German actors, they kind of deliver everything like a machine gun. And because I've gotten the German lines from the game, and the actors, and here's what we did, and they will assign one actor, nine roles. And they all sound exactly the same, but they said they're not together, but they're not gonna care if a sound sounds the same. That's not how I do it. But okay, so that's the thing is that also Japanese, when you're looping are doing stuff over Japanese, usually, stereotypically anime, may have girls that are more of a high chip monkey kind of thing. And the guy's own monster, or they could be very kind of boring, you know, but it's a cultural thing. So you have to respect the culture. And looping is something that some people get into, it's the more difficult, but it is a different mindset, you can be a big star, and do ADR, you know, but you're not coming up with as many original voices and the ability to do timing on your own. As you're matching the timing of the lip flap, you know what I mean? So it's a more constricted thing, but you can be a big star in that field. But it's kind of like, in my opinion, and no offense, animate people and loving people, but it's kind of like the want to be DJ, that is a traffic reporter, you want to be it's just a different, different application of the voice. I'm not saying traffic records are not important, but it's a different set of you're not able to be as creative because you're limited within that time space to match the coming back to the you know, imitating foreign voices and you know, trying to inhabit the skin of others and being like an actor because I one of the things I've I've been thinking about the last especially well, especially the last year what with with the kind of with Black Lives Matter and, and lots of issues being highlighted around authenticity and, and privilege and that kind of thing. Like one of the things I've struggled with is someone who does accents and does imitations is like, when does it become socially unacceptable now because I feel like the ground has shifted in terms of being an actor because you know, you're if you're if you're imitating someone and it's meant to be funny, then that can seem like it's kind of mean. So I mean, have you ever come across those those issues yet? Or are you are you is your awareness heightened around those kind of things, I think is probably like gearing saying that in the last year or so that the attention is being given to not even allow us who could do a respectable accent, you know, and be believed by the big people to saying we need to give the opportunities, the people of color. And then there you have a lot of people in the Caucasian world saying, I'm not even going to touch that. I want the job to go to the right people. Now again, right, in my opinion would be who sounds the best and does the best work. Given all the people the chances who are of that ethnicity, sure, you know, but in my opinion, again, if those people aren't giving, you know, you can go way out of your way to try and find just to fit that bill, where you may have someone that fits it right then and there. So I think you have to have a little bit of leeway. But you're right. It's getting really political correctness. Yeah. Yeah. I mean, for me, like, I've kind of made the decision where it comes down to intention, if it's like, if you're, like, if it's anything to do with making fun of anyone because of their accent or whatever, then it's totally off the cards. But like you say, if you're doing a genuine performance of someone good, and you know, you're not kind of like, just, they're not just coming to you because you're of a certain ethnicity. Yeah, you know, maybe they're your audition like kind of with those notes. But it is it's, it's it is, it's a bit of a minefield, it's challenging to the world, isn't it? Especially as I was told you before, that the oftentimes, black people, and there's not many games that normally have gangbang stuff anymore, but they used to be, you know, you gotta be tougher, like you're born to the ghetto, you know, I'm saying, at versus the Hispanic up. What are you doing, man? There have been games like that. But a lot of the black actors, some of them that I've tried, they take offense, when I say, can you sound a little more ethnic? Because they're trying to sound like I went to drama school and they don't sound black at all, you know? So, there has been that challenge of, you know, when when I'm asking people, they wanted you to sound black and you don't, right? tries different types, isn't it? Because stereotypes, yeah, they are things that we they're like cultural hooks that we we recognize and it's an extra, it's like, well, I'm gonna I'm gonna put it on that hook. But then, like, the political correctness has meant that we don't want to stereotype people, people can be whatever they want. But you still you can see that there's a tension there isn't there between, you know, what people will recognize and what's actually being sort of, you know, racist or offensive, it's, well, have you noticed that with your accent, that, you know, the, when I was at at a trade show, I was down in the lobby once and I was listening to people that were from Australia and there for a game company. And I am sure you know this, but a lot of people don't, that if you sound like Crocodile Dundee. It's kind of like the Cockney version of English isn't, but you know, good, I might, or whatever. And you might be able to do Outback Steakhouse or something like that. But in general, I said, You guys don't sound Australian at all. And they looked at me and they go, what do you think Australian sounds like? And they say, That's because we're educated. And, you know, like, okay, so I haven't I think South African I think your accent if it's, you know, Kiwi. I think it's wonderful. And there should be more of a of a call for that because it's exotic. And it's not, you know, good IMEI is it's not offensive. It's not that kind of thing. But even South African, which is a little bit more cross between British and you know, Australian or peewee has an exoticness about it. This is no small portion. Hello, you know, are you being served that kind of thing, but it's got a a lovely like, Wow, I can't identify that, but I should like it. It's a It's a lovely accent. So I congratulate and I think that more people should be looking at, you know, the trouble. I think the trouble is, a lot of people who write for these parts. Don't know that any of the cultures they don't know what people can sound like, and they don't if they did, and I have had some weird requests. Like we want to cross between Peter Lorre and Daffy Duck. We want to cross between pig bud Bundy from married with children. And Dean came from Superman. You know, they give you these weird things that is an abomination that you're going okay I want to cross a rabbit with a jeep. They want it they wanted these this certain race that look like zombies with skulls hanging all over them but they were supposed to be smart astrologers they wanted a cross between ancient Peruvian and Celtic or over can't get Celtic will do Welsh. Or the farther north you get from England, the more of a little you have. I like to play rugby and oh, and can you imagine these zombie looking bangs? Are you big beasts? Yo guys, I want to play rugby Oh, you know, that kind of thing. So I think it's the problem that we have of the designers and the people that are making up some of these things that we could have so much more fun and so much more ability to use Kiwi accents and an Australian if they knew a that they could find the people that are out there like yourself right and be that it would make it a lot more interesting instead of here's your I think the most call for accents are British Russian. Maybe the Houston for that sir. Yes, sir. The soldier, you know kind of thing. Everything else. If you want to be a Scandinavian warrior or Valkyrie, maybe you would stand out if you could do it. Nigerian or a Kenya accent? You know jumbo holiday? You know that kind of mystery Santa's that kind of a thing. But in general the writers aren't writing. Yes, true. Going back to strange directions. I think you've just inspired me to come up with an annual award for the strangest direction. Yes. I think there have been some strange things like that. The combination plate of Yeah, make it a combo. And I would say I have said, that's like trying to cross a rabbit with a jeep. You know, it's just, it doesn't make logical sense. It's like a musician getting told. Can you make your music a little more plaid with salsa? Exactly. I mean, typically, musicians go through this too. Mm hmm. And so like, you must have because you sort of specialize or you, you have come to specialize in kind of alien noises. Like, like strange kind of sounds? Do you have to know what like animals sound like? Do you study kind of like what animals sound like? Or is it just purely it's not animals, because when we do our things, like when I was working for Starcraft two, and we were doing zurg and ezard, Kwame, we didn't know what she was gonna snipe, I was doing all these weird things. And then they would take you as 130 seconds of the sound file and add lions, tigers and bears. So that's what the sound designer will try and take your really unique thing. Like, why this is flapping my call? I am not doing a growl. You know what I mean? Yeah, this sounds really good if it's pitched down. But I was Philippa and Tim, to mock whatever, for darksiders. And was this giant creature with wings, you know, and then silica was a spider. And I fully expected them to put sound effects on it then, just as it was. Okay, so you never know, when you're doing a creature thing, whether you're going to have a really creative sound design in this kind of layer, you have so much You can't even understand what it is you're saying. But it has helped me you will have games that require you to sound like an animal. And sometimes they will provide you with a link to YouTube for the animal noise. But you'd be surprised that if you're going to be a lamb versus a sheep versus a goat, I don't think they really want the real thing because lambs and sheep side they're in pain. They also want you to, they want you to convey human emotions in those animal voices. And that's one of the toughest jobs you can do is say, Now we want you to imply that you're that you want someone to come over and pet you. But it also helps when you're doing animal things like like birds like to make kind of a big crop for a frontal beak. To get to get the facial, the emotional, physical thing of the animal really does help. And also to kind of look, act, pitcher face like and this is another thing where you're getting into different character voice This is going to mirror crop Come on funny, Frank. You know, that kind of a thing. So you can at least know how to change your voice. So if you may put that in your so called library and say, Okay, I can do yoga. You know, but they don't want you there. But maybe you can make this for another voice and say no, I'm using this kind of a thing for another character. So you can have people have done that where they make little recordings and have their own little libraries and things of that nature and then they can go back and pull on there. So that's just alone or whatever they can do. But conversely, if you're asked to do a Scottish accent, and all you can do is Sean Connery. I've had that happen. Okay, but I'm sure you know what I mean. So you can't just be a Sean Connery doing a Scottish accent you have to be able to apply it toward other sounds, not just do you use mnemonics to keep track of how many voices and get back into those those characters. Explain as in like for accents, for example, you like for say, Irish you have like hoity toity for lady potato and like so the little set pieces that just get you back into that vowel sit and that face shape. I wish I had them. That's a very good Have you know I will tell people that the call me in the morning over under after I'd love the chance to dance with you British thing? I don't do it myself because I've kind of, you know, got it already but the hoity toity the Irish thing is harder for me to do the oil, the oil, you know, that kind of thing. And they're more in the flesh than those aren't they? You know, they have a mother loyalty kind of a thing. But the other accent I won't do is French Canadian or pagent. All right, you know, all of all, boo, boo les and because it's kind of like an aberration of French. But I I just say no, I don't do that one, you know, but what voice what accents? Won't you do? That's a good question. I won't do accents. When it comes from authentic accent like I've got like, I've got three tiers of accent, I've got like, I can do this until the local, I've got like, this is a good party accent. And it'll form like a lot of people, especially slightly drunk people. And then like, the third one is just like, I just don't even know where to start. And that list the last list is getting fewer and fewer because I like to like when I come across one of the speakers like my thing I got obsessed with I listened to what's his name, The Daily Show the new guy, Noah, Trevor Noah his book a and it's funny that talks about his his whole past and he is amazing with African accents. He can just any. And this book, the audio book, he goes through, he reads all these different things that happened to him in these different African accents. And after that, I got a little bit obsessed with African accents. And I young, I just went went around trying to to find what the essence of the accent was. And I know that's not that's that's completely blunt, like consonants and and like, really the way it talked like this. And and when you hear someone doing it authentically, you suddenly like when you do it and just normal life, you kind of think like, Oh, is this a bit like, is this a bit racist? I feel a bit funny about doing doing, like, especially accents like that, but then you think I'm just talking in a different way. Like, this is just for me, I just want to explore how this feels in my mouth. And I think and that's good. Well, because not a lot of people can do the African accents. And I know that there's a difference between Nigeria and Kenya and things of that nature. But I will tell you when I was working for I think it was Diablo three, there was a witch doctor. And I was cast for the Barbarian and a witch doctor and I didn't. I ended up being released. But it was really a strange situation. I'll make it short. The Witch Doctor kind of made it a combination, almost like the Pirates of the Caribbean. Not the Voodoo priestess. I wasn't trying to make it. So African, you know, whatever I was, you know, and the one line was supposed to be they asked you how do you know he was lying? He admitted it to me right after I cheated his minions. Okay, so I would say that and then she'd say she'd go through and have me go back and she'd play me my, my part already that I done to stay in character and I wasn't dropping out of character. So I was getting a little bit weirded out. But then she says at the very end she goes, can we play the male? witch doctor? I swear to God, it's one of those guys who cannot talk English at all. You know, he's got it because yeah, a minute. After I did this minute, I said, I couldn't talk like that. You want me to talk like someone who does not speak English that way? Is Never mind. I got fired on the way home, you know, and it was not because I don't know. And then I heard later What was the chosen voice and hardly had any accent at all. So I'm saying there it is that you should really epitomize on what you're doing. But to they're going to make you pull it back and pull it back and pull it back because I was hired to do the world of avatar Disney promo. Hmm. They thought I was Caribbean. And it was like poem, the mystical mountains and a magical Villa floating mountains. mystical Welcome to found out I wasn't. And so it was a it was one of those things that they liked it. They still wanted it. And would you believe we did the whole thing and was just marvelous. I had a great time. And at the tagline It was like, now open it there were at Disney World Resort. They wanted that the same voice but no accident. World of avatar, only at the Walt Disney World Resort. Isn't that good that I was taking the other one. It breaks. It breaks the smell. I know. So I would never be afraid if you are not of the right. Color. Try it anyway. I've asked my agents, by the way, when it says we're looking for, you know, actual this ethnicity, I would say do you want me to do it? Or not? You know, I will ask permission. Do you want me to do it? And they'll say we're not gonna find the real one, do it? Or they might say yeah, we want the real thing. Just like when they're asking for kids. Kids, bless their hearts can be a special thing to deal with. And I'll leave Get a bat. But put it this way, if a kid's like we had this happen with tails for Sonic where all of you for that sake hit I wish us women. Hey, Shawn, it you know to do the kids voice and we're better not were easier to direct. You know what I mean? Usually, we are faster things of this nature. But they decided that this time they wanted real kids. Well, we went through three kids because they each reach puberty. by sea, of course, we had to use a guy's brother. Yeah, I know. And so that's the other thing too, is that when people who are saying, I have a kid to get, okay, try and get the kid in the business now. And but if you are hiring a real kid, realize that can happen. Depending on if you have sequels and things of that nature, that, that that can be an issue. But the fact that there are real kids and Disney wants kids, you know, they want the real thing. Just like they want celebrities. Imagine if Bart Simpson was voiced by an actual kid Originally, it would be like two seasons. No way did I know. And that's pretty much her natural. She has much of that natural voice. And Andrea Romano discovered her I guess listening to her at some ways and said you're on Did you hear how SpongeBob SquarePants got a story now, he was speaking at the convention center here at Comic Con. And you have to excuse my language because I'm going to swear, is that, okay? Because I'm going to quote, I'm going to quote where you said, I can kind of alternate a little if you want. My funny listening to him as well. He was on camera during a green screen, I think was insurance commercials or something of that nature. And they had a break. And he went down the hall and there was a Christmas commercial being filmed with elves, small people, you know. And there was one very irate one saying Gary, and they were cast me as a mother. But then I'm gonna kick somebody in. Now, he was telling the story at a hollywood party. Someone tapped him on the shoulder and said, come into my office tomorrow, I think I have a part for you. And that's how we got it. So that's another thing about being in the right place at the right time. Unfortunately, sometimes it's who you know, who you, you know, I'm saying it's to us. And so it's people say, Well, how do you break into the business? It's a lot of serendipity. It's a lot of who, you know, it's a lot of being recommended by people that are in the business. Sometimes it's a paid audition, where people pay to get a class from a casting director, and you better make it an active one. Because sometimes in this business, those who can do and those who can't teach that is a paid audition to be seen. Yeah, yeah. And I like that adage that luck favors the prepared. In terms of you've got to be ready, because that luck train comes along occasionally. And if you're ready, it'll pick you up. But if you're not really, it's just gonna go right by. That's true. Very true. So I think you've done a marvelous job, especially when you're coaching people and everything and, and I congratulate you, and I'm gonna probably ask for your coaching staff. Just before we wrap up today, I wanted to cover like a couple of things, because one of the things I've I mean, I've only dipped my toe into the kind of like the character and video game world. And it's, I've realized that it is such a different world to the commercial voiceover that you have to learn everything again. One of the things I really struggle with in these sessions is well, there's two things, there's exertion scripts, which I'm very familiar with, because, you know, exhausting and last days, what let's talk about acquisition scripts, and then we'll go on to the next topic. So once you're sort of, how do you go about because I just figured they were like, right, okay, now you're climbing a rope, can you do that for 20 seconds. And then like, you know, jumping on the table, and they all ended up sounding kind of the same all like six noises, like strategy. Let's just talk about generic and this could be different. I think that a lot of guys sound like gorillas going to the forest when they're doing a tax write. First strategy is always use your body and since I'm holding the stone, excuse me, for all the movement that I've had in here, but you've got to use you got to use you know, and then you've got to use your body to do the attacks and in general attacks would be consonants or the rough and that the being attack would be the and I didn't direct it. Okay, now you're hitting the eye now you're hitting the throat now you're hitting the guy, you know, so you can do your or I can make them juicy. You know? that kind of a thing that but nowadays they don't have action specific so you're not being throat slit head bashed, jumping into hot lava, you are light, medium, heavy, light, medium, heavy, and your death. You have to ask, Are you showing the cause of your death in your Yes. And how long do we have to die is only very few have allowed you to be hit balled your knees and do a faceplant. Most of them are like, you know, like, one second or two seconds. Because the fact is, most of these people that die or respond, and they come back immediately, and I'm going to sound like, I'm a gamer, right? But the fact is that, to do some weird things like the jump, bring your arms up. Now, you ask them Do you want the land? So it's the same thing as trying to ask people to do a natural laugh. To go haha, know, if you would do the spit take or something to release most of your air first. That little leftover makes it sound much more natural that Haha, you know, you don't want to have that whole thing. So you can do that. You have a two stage attack where you're maybe, you know, winding up that kind of deal. But when they're telling you that you're jumping over a log and somersaulting on the ground, you're going, Oh, look, you know, you have to be prepared to be asked some strange things, but in general is just the maybe the jump when the rope climb. And the breathing your boy, you can get hyperventilating really nicely, when they're saying doing your breathing. I always say do you want it so you can move it? So you might do three breaths like by doing similarly, not? Because then it would sound stupid. You know, and then you're doing the more out of breath ones, you know, like, but you you ask them that because you can really get hyperventilate and start getting dizzy during the breath. But that is one of the amounts that you'll probably be asked for is the breathing. And you could do a fall. And you have to ask how far do you fall? I always want to go away from the mic and fall away. No, no, no, be like right now. You got to be like with your face, right? They want to be able to cut it usually. thump as you as you land. But yeah, I think also use your body a lot. When you're doing that. And imagine that it hurts. Also, you're going to be asked to talk and pain, wounded. The wounded sound. My funny direction is pinch a loaf. Oh, I can't I'm trying to hurt it. But you know, I'm constipated. And that's one way to think of it to be sounding like you're in pain. When you take kind of turn your breathing and sounding like you're, you're gasping for air, you know? So those are little tricks that you can use. Fantastic. It's really good. Another one another big, big advice because this is another thing I struggle with these sessions is doing screams doing falls doing deaths. Exactly. It's hard on your voice. Like what's that? Exactly. But like, I have you? Like what's your strategy for maintaining voice health? Do you have warning signs where you're like, No, I've got to stop now. Otherwise, I'm gonna lose my voice. Or you just go I always tell people if you don't if you're not willing or wanting to ruin your voice stay out of the game industry. No, it's because sometimes they will. And I don't say it lightly because some games like iCast don't even have the amounts. But sometimes they will say this will require physical exertion. do not accept this audition if you're not willing to do it. In other words, if you're not willing to kill yourself, stay out of the oven. We're gonna remain. Yeah, so the trick is that you will always depending on now some people can be really snippy and say I'll only give you three I'll only give you one you know, you can do that and limit yourself but then what happens after I got through doing sendowl for Mortal Kombat. They had me do Shiva. And I said wait a minute, aren't we doing her emotes? Oh, you can do emotes in a different voice. Well, yeah, real this is from a top it was like technical their studios in LA with around now. But they were went to Vegas. I said nobody's ever done that before. Oh my god, I was a superstar because I could emote in a different, you know, voice which is hard for a lot of people to do. But I'd say that the hardest thing the screams are not as hard as the as when you're clapping your voice and you're doing things like that, that that or the likes of the pig or those kind of things, or the clicker wasn't so hard. That's not really hard. But those kinds of things when you're tightening up the scope. I've had it so that I couldn't drink water. I mean, they'll give you the honey and the tea and everything else that you'd throw Spray, whatever. When you're tight, you're tight. And you're kind of done. If you can ask for maybe 10 minutes, 15 minutes, you may have your throat and sweat a little bit. It might not, you know, so you just have to be prepared and be prepared that maybe the next day, you're not going to be able to audition for much. Yeah, that's tough, isn't it? Like, that's definitely the thing that I've struggled with most is that, yeah, it takes me out for for for a day afterwards, I make changes my fundamental voice, my normal speaking voice for the commercials close. Yeah. And then, so you asked to do everything last, including, if it's difficult for you to do a deep voice. You don't want to strain yourself during your higher voice and all the emotes first, because as you need the loose cords to do the deep voice. So you might notice that if you were he'd been screaming in your higher voice, it's gonna tighten up your throat, so you can't get down into your resonant voice as quickly. So you want to do your deep voice stuff first, and then your screen. And those kind of stuff would do last otherwise, you're gonna sound kind of like this on Joan Rivers, you know. And so you're going to actually have this, this sound of being very, I know, you probably had it when you're when you have a voice that you're out of your voice, and you're trying to sound like this. That's what's gonna happen. When you ruin your voice. You're gonna sound basically like this. Yeah, exactly. Well, it's terrible, isn't it? So, like, and finally, like, how do you keep it? You've been doing this for such a long time? You obviously don't get bored of it, you're still How do you keep enthusiastic about it? Do you? Do you have those days when you're like, Ah, man, we should get a different trouble us still, like 100% I love this. Well, because you went from all these different people, and different characters, and everything is a new challenge. You always have new characters that come up. So that's the newness of it, and being able to make something better than it could be see spot run, you know, I mean, you're able to bring new life, it's our job. That's our job. I mean, why are we here? If it's not to bring new life and to find people and give new people opportunities, I do that all the time. People are always thinking me, you know, I want to be added to your talent pool, that kind of thing. So I will give them the whole rundown. I think that's what makes it fun is because it's always a new scenario. Even if I'm doing another Star Trek thing. We will have new characters, we're sure you have your captains and your admirals and whatever. But I love it when there are especially I love it when there's creatures what have you. But when you're working with a whole different group of people, that's your family. You know, I mean, and me being pretty much alone. That's that's enabling me to vicariously live in an outside world and not have to play the games to be part of. Well, thank you so much for your time today. Just before Did you still do that? There was that great monologue that used to do which started which started we'll start out as babies. Oh, yeah, we'll do that one. Could you perform that one for us? Sure. I'll start at a baby. And then as days go by, we get a little older material. We shouldn't cry. It goes through school trying to be cool. And then we graduate. Some of us might be mommies, others work or even date. As we grow. We wonder what are we smart are just a full. Now some others are back in diapers again. And others even draw. Well done. Thank you so much. That's that's one of my favorite monologues. Perfect. Thank you. Such a pleasure. And you're such a great Interviewer And I hope we did okay. We did great. Thank you so much. Thank you.

Plosives and how to fix them!

Today on VO Life Toby talks about 'plosives' and 'popping' the enemy of voice recording experts everywhere! We discuss why this occurs and investigate the various methods for reducing this artifact in your recordings. Brought to you by the complete voice over career platform - Gravy for the Brain Oceania:

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Here’s a transcript:

Hello, and welcome to another episode of vo life with me Toby Ricketts. demystifying some of the myths and technical things around voiceover, I'm starting a new series today, which is all about mic technique, because people seem pretty interested in finding out how to have better mic techniques. So that's how we interface with our microphones how these devices, record our voice, and how the laws of physics kind of work around microphones and how you can best do that as a voiceover artist. This episode is brought to you by gravy for the brain, Oceania. If you haven't checked it out, please do at Oceania dot gravy for the brain.com complete platform for voiceover artists from beginner to Pro. And you can find out more info in the little link below. So today, pops and plosives What are they, and what are some techniques that we can use to to work with them in our practice. So as you can see from this view, is right in front of my microphone, it's pointing straight at my mouth. Whenever I make a plosive like a P or B, or "Chuh" - anything that lifts air out of the mouth in a big wave, it goes into the recording elements which are very sensitive in the microphone here. And it's a very sensitive instrument. So that wall of noise will go right in and all sort of fluff on the microphone. I've got a pop filter here at the moment. As you can see a metal I think it's a Stedman screen I've got here, which you'll find, like ubiquitous in recording circles, because this is very prevalent, especially with really sensitive condenser microphones like this. Okay. So if I was to take that away, and we'll start a new audition recording here, let me just get into my system. There we go. So let's start recording. And you'll be able to see, and the spectral view, whenever I do a pop of pretend to read a plosive script, I'll stop that you can see down here, every time there's a pop, there's one there, and there's one there, everything under about 100 hertz, there's a huge wall of sound you can see. And so this sounds like a ball, like a big you can get rid of these in post production you can do but we always try and you know, go for the gold standard and do everything right the first time. This is why we have pop filters. And but sometimes that's not enough, if you're doing some really like over the top cartoony sort of voicing, then you need to have other things in your arsenal as well, because even with pop filters, and some mics are just very sensitive to pops. I know my I've got a Neumann kmi 84 pencil condenser. And that is extremely sensitive to pops like even with two of these pop filters. The pops still get through. So this is when we have to use a mic technique. So for plosives the mic technique involves either directing that pot away from the microphone. So options for this is that you get a bit further back, but then you've got proximity effect. So your bass is going to roll off. So if you want to stay close to the microphone, then you can just turn your head slightly. So you can when you went to kind of read the script here, Peter, and Bill went to pick some plums. And so if the piece go off to the side, you can you can sort of turn your head and then direct the Pops away from the mic, and there's still enough sound coming out of the side of your mouth, there's still like sound good. So let's do a recording an audition and see if that made a difference again. Peter, and Bill went to pick some plums. So oops, there we go. So there is no pops in that recording, I've got my pop filter. And I have also turned away you can see this a tiny remnant of one, but you won't hear that pretty much. So that is one technique you can use for pops. And the other one is to kind of swallow the Pops. So it's too and you can practice this on your hand again, like if you go full noise and Peter and Bill went to pick some plums and then try and swallow the peas. So instead of going not going like like that, but it's like halfway to that. So you basically go Peter, Peter, Peter, and Bill bill instead of Bill, Peter, just go Peter, and you kind of suck in at the same time as you're saying the P it is possible to say these words without actually making any plosives as well. And that's kind of like the best mic technique if you can train yourself to do that. So there are two options, three options really if you include hardware so you've got your pop filters you've got your direction and you've also got the swallowing of the of the p there. If you've got any other ways that you get rid of pops then please do let me know Toby. At Toby Ricketts dot com is how to get in touch or leave a comment below. I always love hearing your comments down below. Don't forget to check out gravy for the brain, Oceania. I do webinars every week, pretty much and we do script read throughs all kinds of stuff like that to help you be a better voiceover artist. So check out Oceania gravy for the brain.com for more info and I will see you next week for another Have an episode of vo life about Mike technique. See you next time.

Interview with British American Voice artist Susannah Kenton

I recently had the opportunity to speak to my dear friend and voiceover colleague Susannah Kenton about her career as a voice artist. And we discussed many interesting insights into the voice industry and our approach. Here is a video and below, a transcript of that interview:

It's my very great pleasure to welcome to the gravy for the brain Oceania interview Susanna Kenton who I've known for a number of years, I've been trying to remember how many years it is but she has been one of my kind of voiceover inspirations. And she's in Christchurch, New Zealand. And I do want to just tell us a bit about where you are at currently with voiceover at the moment Susanna. You know, I oddly enough, I've been in it for a while and I am loving it more than ever, for really strange reasons that are very kind of inner The reason being that i i love the art of trying to find the truth in any given situation with any given script, no dive straight into like the deep end. But really, um and so what I noticed is there was a time when I was like, I really want to be voicing scripts that are more in alignment with my values What I love most and then I realized like what a blessing it was to have work when during this you know, period of lockdown when everyone was struggling and frightened about what's next. And I became just so grateful for the next project that would come into my inbox. And what I loved was the opportunity to to voice it to really honor the the product or the company and the acting job to find the right voice for each project which I think is something very nebulous, you know, every every project Every company is different so so what kind of have you put yourself into some into a genre or an accent or area of voiceover? Um, you know, mostly Toby I've, I've voiced from my natural accent, which is probably mostly British, but because I've lived in the States and other places, it's kind of a, it's a bit softer. So it's not, it's not a very strict British accent. And sometimes when I hear strict British accents, it makes me realize how far from that my accent has has moved. But yeah, I don't I sometimes do voice an American accent as well, because I was born in the States. And that comes fairly easily to me. But I wouldn't say that I specialize in accents. I'll have give one ago when somebody asked for one. But what I found is, and I think this is, this is true for most people that are doing well in voiceover is more to do with the delivery than any particular accent. And it's more to do with kind of coming from your heart and connecting with something that then translates people hear it. It's, um, you know, I've said this to you before, that I tend to go by feel and you know, you and I recently had a question, a chat about rates and how rates change and what you should do and make sheets and you have the most amazing setup for that is very sweetly sent me a rate sheet. And I was just blown away by how, how beautifully thought out it was and appropriate and kind of fair for companies of all different sizes with your tier system. But for me, across the board, I tend to go by feel with most of what I do, maybe that's a more of a female thing, the male thing I don't know. So you're more of an intuitive sort of you feel your way around that things. Seem to Yes, I completely agree with you, though, in terms of like, people get hung up on accents. And I feel like I went through a phase where I was trying to do the accent perfectly. And then you kind of almost break through that and do realize that people are not actually listening to the accent necessarily. And if you can tune into, like, for example, like Americans, how Americans speak, it comes from a different place to the way British people speak. And if you can find that place, rather than find the vowel or find the consonant or whatever, then, you know, it's about listening more than is about doing I think, and yeah, totally right. You know, for me, too, yeah, to come from an intuitive place. There's an American spirit. That is, uh, you know, I was, I got to live there for seven years in Los Angeles. And there's a way that Americans talk that's just kind of free flowing. And it's just kind of easy. And it's not, I mean, that's a California or California way of talking. But if you get for those of us, maybe you are right to be maybe I am intuitive, but those of us that tend to go by feel, it's, it's catching the vibe of it, and letting that just kind of come through the voice. Because if you're voicing a piece of copy, and you're trying to get the accent, right, think about so much of your brainpower is going towards trying to get it right. Whether if you whereas when you can just kind of relax into it, then you can focus more on on the intention, you know, as an actor behind the script. Yeah, absolutely. Yeah. Yeah, exactly. That's so true. I've often one of the things that I the best advice that I heard for doing American accents was that Americans speak in. And they speak in concepts rather than sentences. So it's like, there's one point of the sentence and, and it's easy to like, no, like, I'm going to go, I'm going to go get my coat from the car, rather than I am going to go and get my coat from the car. Like it's like coat the car, and you just make the leap yourself, you know, so it's like focusing on the intent of the script rather than the actual words itself. Yeah, and also, I've heard it said that Americans focus more on values rather than consonants. That's I'm gonna go get my coat from car I'm gonna like they draw out the vowels instead of etc. And he also still voice in French. You did French for a while, didn't Yeah, I lived in France for seven years. And there I was an actress and so I would act in French, but with a kind of a British or an American accent. I actually did a play there for two years where had an American accent speaking in French, but I don't I mean, there are so many people that speak better French than me. So I just let them do the French voicing Do you mean it's like a. And I really believe you know, for people that are just getting into voiceover it's about finding your own kind of excitement around it and what, what inspires you like people that love to do a lot of different accents or character voices are very well suited to animation or video games and stuff. And that can be so much fun to do, you know, the sort of stuff that I do tends to be more corporate. I would say you know, and, and not I'm not as much in that realm of of playfulness. Hmm, absolutely. So speaking of bad people who are just starting out in voiceover, how did you first come across voiceover? How do you first start out? So I was an actress for about 12 years. And during that time, voiceover was just kind of something that would arise. So as living at the time, after I finished acting school in, in the UK, I went to live in Paris. And I think one of the first acting things I was doing things I started to do was, we would dub films. So it would be a film that would be being dubbed. You see, I think we would dub it again, into French but with an American accent. And it was amazing, you'd be in this huge sort of Sound Studio room, and the film would be there. And they were so clever, like they'd write in handwriting across this band that moved across the screen. And it was all beautifully synced to try to coordinate like a character was the actor was putting their lips together. In a sound they try and match like the French word. We were dubbing it into English. It was French ones that we were definitely into English. I think that was it for the American market. But um, and another I remember another thing back in Paris there was just kind of in voiceover thing I just I guess I was very lucky. I didn't know it was a thing that you did. And I think my was my acting agent just said one day Oh, you're going to go do this. I didn't even audition for it was like a pizza ad commercial. Where had to dub Cindy Crawford. So she obviously had tried to speak no, she was speaking English and the English version. Then I had to do her bigger voice in French. The weird thing was a week later, I had to dub Cindy Crawford again. In an ad for Revlon. I think it was funny. You could be one of those people. You know, there are these there are actors that just dub films and the like the German guy that voices Keanu Reeves, for example. He's the one that always dubs Keanu Reeves. So you become like a surrogate in another language for that voice. Because when people go, and it's a different thing, like that's not Keanu Reeves. So you could be, you know, doppelganger voice with French. Yeah, that's right. And, and the people that do that, Toby, they're so amazing. They're so skilled, you have to do that. Because, you know, they have to be in the right energy, they have to watch if the character is moving fast, or if it's, you know, intimate, so not only the emotion and reading the script, but also conveying it to the size of the shark, for instance, might be a feature so many things to multitask, and they don't have the physicality of acting as well, like they have to kind of come to that from somewhere, which isn't, yeah, and I actually think like, oftentimes, people that dub films, well, they do use their bodies, you'll see them, you know, moving moving around behind the microphone, and they try to imitate so if the character is you know, has just gotten up off the ground or something that they'll be that they'll do an effort to put that into the voice. That actually brings up a really important point because people ignore their bodies when they do voice over a lot, I think. And I'm always very careful. Like, I often voice early in the morning being in our timezone, because I work with the States or Europe or whatever. And, and I'm always really careful to warm up first, because it is a whole body experience. If you're voicing just, you know, from sort of the neck up that it doesn't have the same fullness, as if you're as if your whole body has woken up and ready and kind of the feeling of the emotion is moving through all of you. So interesting. Yeah, you do some sort of warm up. I know you said to roll out of bed. And that's like you have this great gravelly morning voice. Exactly. That's actually the thing I was about to say that, that my my warmup is not warming up because I'm warmed up. I lose like a whole octave. So yeah, I usually get up and voice first thing in the morning is great. And then last thing at night as well. So the whole if I try and voice something about now about sort of them, it's actually not too bad today. But I've got also always got a lot of tension around to three o'clock and my voice and I've had sessions, where I've really struggled to match the audition either first thing in the morning isn't something to consider. Yeah, exactly. Yeah. And, and going back to the sort of physicality of voice work like I've really, when I've had to do a voiceover that sounds excessively kind of ponderous, or basically almost bored. You like is to like have your setup so that you can head put your head on the desk and just voice it from a completely bizarre voice because then you'll sound so different from all the other auditions because you can actually, I'm amazed that microphones pick up everything, even the way your body is sitting, you know. So you know if if I'm doing games where someone's like running or they're, they're basically up and excited. I've got one of those desks that you can there that goes up and down electronically with all my gear on it. So you can see I can stand up and then actually start running and doing other stuff like and it really does come across On the mic, so I try and get around to make sure they've got a really flexible set up for that reason. That's great. Yeah, I mostly stand to voice but there are some projects where I do. I do sit. So did we talk about, we talked about how you got into voiceover like from that first gig. And I mean, you know, talking about getting into voiceover, you're kind of the reason I first got into voiceover because I used to own a studio in Christchurch. And tandem, I think you came in for some reason one time and, and you were like, you know, I'm a voiceover artist, I'd usually voice from home and I was like, that's a thing, you can do that. Amazing, inspiring. So thank you for that. But um, but what was your mindset? I have to Can I just say something on that subject. I spend my go around spending my life trying to like lecture people on how to make their lives better, like how they should eat, what kind of healthy food, how they should move, whatever. And it is such a joy to have seen you take what smidgen of voiceover like inspiration I gave you and just run with it and explode with it across the planet. All the things you've done, I'm so, so immensely proud. And so yeah, honored to jump into that, I think you know that it's right there when when you when you you hear about something so small, and it just gives you so much energy on a constant basis. Like I say to people that you know, if you if you're doing auditions, and it's getting you down, that you're not getting any work and you're just not into it, then it's like, well, it's probably not for you, like you need to absolutely love it like love every audition, you do love the challenge, love the craft. And if you do it enough, then it just you you get work. And it's you know, it's like a rolling ball gathering snow or moss, whatever totally. And that's not to say that sometimes it's not really challenging or you're reading a piece of copy that I had a very funny experience. I was once voicing it 100,000 word endoscopy project full of medical terms, like really complex complex that went on for ages and ages. And I like one day I was in the booth and I started to, to voice and the sentence had the word monotonous in it. And when I hit that word, I started to laugh, I started cracking. So I actually have that recording and it put it in my blog on my, on my website. But the funny the funniest part was, the person who hired me was the only person that saw the blog. I don't know how he came across it. Maybe he like, you know, a Google search for endoscopy or something. But he wrote a really sweet comment, but I thought it was hilarious that the one person that was sort of like would probably be embarrassing if he saw it happen. Classic, yeah, we all do have those gigs occasionally, which are a bit of a struggle that you do have to dig deep. Like I've definitely voice like a 35 or 40,000 word like TTS training demo for text to speech and to train. Speak. And when I was gonna ask, yeah, no, it didn't, it didn't go anywhere in the end, unfortunately, as the company when done it, but I'm involved. And the worst thing about it was that you had to read sentences. That didn't make sense. And you weren't allowed to put any emotion into it, you had to make it really flat, which I really struggled with, because that's the one thing you want to do is for servers breathe life into things. And this was the opposite, we had to breathe life out of it. And that was a lot more of a struggle than I thought or when, like telephony stuff. And you have to read like one to 1000. And you have to do exactly the same and not very the way you say it, which is so challenging. Yeah, what astrological sign are you I usually say pirate. But Scorpio, your Scorpio, okay? Because I'm Gemini. And Gemini is love. Like they're very changeable. And they love all sorts of different things. So the idea of doing like one flat, monotonous thing. But I love your trick about putting your head down, voicing that way. And listen, amazed at how little you have to do. And even like I sometimes still do some on camera stuff. And when I do that, it's always when I'm auditioning things. There's always the note from myself or somebody directing me do less to do this. That's the advice I ever got the best, the best piece of work that was like one of the milestones in my voiceover career when I had some voiceover metric from a great American voice coach who just said, do less and every time I read she said do less and she just wore me down over like half an hour to just being absolutely flat. And then I thought this is gonna be awful and they listen back and I was like, that's like a car commercial rate. And I was just like, you know, it was it was getting the voiceover out of voiceover, you suddenly become getting out of our own way. You know, I had I did a project once for Starbucks. It wasn't an ad. I think they were just talking about some charitable work that they were doing or something. But I was directed by two directors that really knew what they were doing. And they got me to do it and i i think that's on my website somewhere as well. It's just like they just they just go Me to, say doing an American or Mid Atlantic accent? I don't know. They just got me to talk in such an easy way. And it's like, falling off a log. Exactly. And I like you, I thought, Oh, that's not enough, you got to push a bit more listening back with like the new. Exactly. And it's isn't it nice when you get really good directors, it makes so much difference to have all six. Exciting. Yeah, um, so like, I often say to them, like, I like compliment them on how well they direct because when you get a bad one or someone that's like fresh out of the gates, and they think they know how to direct it can be an absolute train wreck. And I've I've actually come up with a way of, of trying to defuse if you ever get bad direction, or someone's doing something, because because often what happens is directors will, they'll tell you what they want, or they'll tell you how to do it, right, because they, you know, their job is to get what they want out of you. So they'll go, that's wrong, do it this way. And they'll have the worst ones will give you a line reading and actually, like try and voice it. And it's just an app, it's horrible. Because you anyway, you know what I'm talking about. But what I say to them is like, instead of telling me how to do it, tell me what you're trying to achieve. And then let me do that. Because it's like, with a builder building a house, you don't say you're putting that nail in wrong, you're doing that thing wrong. You tell them what kind of room you'd like, you know, you'd like I'd like it this dimensions and to feel like this. And then you let them do the thing that they're really good at. And so if you explain it like that to them and say like, I really want to get you the result that you're after, tell me what you're trying to achieve. And I will try and get there with you. Beautiful. No, that's great. That's great advice. And I love that you are confident enough that you can hear when someone's doing that you can recognize and pick up as soon as you hear somebody giving you a line read. You know, anyone in the industry knows that you never ever ever give an actor a voice artist ally made its most insulting. Yang. Exactly. And not the way to get the best out of someone you know? Exactly. Yeah. So when Tell me about a bit about the sort of tech side of your setup, because you've been 70 years, have you been doing this? establish just how long you've been doing it for as long? Yeah. So I don't I don't really know. Because like, while I was acting, I was still voicing. But I think in terms of like, pretty much doing voiceover aside from some acting and some writing. I think I've been doing it for probably 15 or more years. You know, yeah. And I was, I was thinking about like, when I started, I didn't have a studio home setup. And I actually went to do mother plains FM radio station in Christchurch here. And they very sweetly offered me studio space in exchange for my doing some radio liners for them. So I might I don't know if that's still a thing for people that are beginning I think nowadays, it's, it's a lot easier to just have your own setup and, you know, fairly inexpensively you can start to build that but that that worked out really well. So once or twice a week, I would go in and record my project and had an engineer who engineered it for me. No soundproof studio nice mic. And from there I think I I must have bought a decent mic and I I began recording in a cupboard in my home. And it was tiny, I took the shelves out. And it was just like being in a coffin. It was about the size of a pocket. And I checked myself in it kind of like not at all like swing your arms around kind of get loosey goosey with it and but I did that for a while and then built a five sided studio, which you've seen Toby used and which I just love, it's all black on the inside. And it's pretty well soundproofed it has a door that kind of is like a safe door that cranks over and like blocks out the outside world and even has a ventilation system, which is really nice in the summer, which brings cooler air in but with a very soft fan that you almost don't hear. And for me that's kind of like a magical space. It's like in, in the theater, we have black box theatres, and I've always loved them. We had one at university and it's just like, in that space and that black space, anything can happen. You know, it's not big, like I can reach the walls like this. And if someone's too tall, they have to sit to voice in there. But I have that and I work mostly with anointment TLM 103 Mike and I've I've messed around a bit I'm always on the quest for improving audio quality and always neurotic about it not being good enough. But over the years I've learned about plugins and things and learn to do a bit more of my own audio engineering. Well, obviously I do audio engineer my projects, but what some software to use to record into an edit. You know, I use a software that's I work on Macs and they use a software called Sound Studio, which I just love and I've tried other ones. When it first started out I used cool Edit Pro which is Then became Adobe Audition. Is that right? That's right. Yeah. But I also have twisted wave, which are sometimes used on other devices like an iPad. But I love Sound Studio in its simplicity, because it just has really what a voice artist needs. And for someone like yourself, who's also an audio engineer, I would say that the, like EQ and things like that are a little bit crude. But for myself, it's just so simple and looks very clean. And every time I try and move into another door, I just like, come back to it. Yeah, it's interesting that Isn't that how it's just like it feel so comfortable. That kind of glove, put on that stuff. And I mean, it's interesting, interesting that, I mean, a lot of engineers now, especially if you're working in certain areas, like something that's going to have post production, like commercials, or other kind of higher end elearning projects, that basically they just want raw audio these days, they want you to have a good and a good room. But basically, they just want the sound as raw as it gets. And then their engineers will do and, and they actually don't want anyone to mess with it. They don't want compression on the way in because you can't get rid of it. Like it's you know, once it's gone from raw, it's gone. So, so you know it, I think I always say people like simple as best, you know, it's nice to be able to know how to use compression. And I always give clients both things were given the raw and then I've given like a process question to use, depending on what their setup is. Yeah. And you never know, do you which kind of client you're working with. And yeah, and there are some you know, sometimes you work with a company and they don't know, they know, much less than, you know, even I know about audio engineering. So yeah. And you often hear ham, like projects that have gone to gone to the web or something where there's voices got no processing and sounds really distant and really kind of small, like, you know, they're really quite weedy. Yeah, exactly. Yeah. So I think I'm a little bit too hyper vigilant around noise floor. And so I do use a high pass filter. Yeah, yeah, yeah, absolutely want to get rid of the rumble. I'm trying to show off to be. There's not that much. But I also do us a slight noise gate. Because I find it easier to then work with the voice file. And if there are, I don't know, math clips, or things that I need to take out. It's just you can bring it all down very quickly, but interesting to kind of open up the discussion a bit with you. And to know that most audio engineers and good ones like it to have the flaws still in there. Yeah, yeah. Cuz because, you know, audio engineers have often got quite advanced tools for getting rid of noise and for getting rid of rambles and noise and stuff. Yeah. Yeah, absolutely. So yeah. anything these days? Yeah, I mentioned the I'd like this in French thanks, Adobe edition. Auto translate, I bet it's about 10 years away. You ever engineer other people's stuff? Or it's mostly your own? Yeah, sometimes? Yep. Sometimes I am. I'm in a project. And they'll say Who else? Do you know who does voiceover so I'll kind of end up casting for them, and then giving them all of the files at once. Because it's clear that they don't, they're out of their depth. In terms of audio, you just want to map that Toby finesse around? Exactly. So, so yeah, sometimes I do do that. And it is interesting, how many, how many things I've learned from from other people giving me audio. And then me going, Oh, this is actually a lot harder, like I prefer it, you know, and I've given feedback sometimes in terms of, like, if you ask, you know, three takes from someone, and they give you three identical tags, and you're like, well, there's no point in that, because I've got three copies of the same thing. So like, do something not wildly different, but do something like quite different, so that you can choose to write down your head on the table, try one with me head on the pillow, it's up to you. Because I'm I tend to with most of the projects that I do, I record a piece of copy, let's say it's a two minute video or something, I'll record it, maybe I'll do one read to warm up and I'll record a couple of takes. And then I just take the best take, but if there's any bit of it that I don't like, I will choose another piece that does that, you know, I am very perfectionistic around delivery. And I like like even if the emphasis is in the wrong place in a word that shows that my mind was kind of wandering at that moment, and I wasn't really focused on the meaning then I will you know, steal it from somewhere else. But I know a lot of voice artists, they do send two or three takes on a project. What was your what's your policy? For me? It kind of depends if I'm doing a like a project at the bottom of my rates where it's quite a long project like over five minutes and it's and I'm not charging that much for it but I'm telling to just in one and say there's nothing wrong with it just an extra engineering. exactly it is it's it's a big deal to do to multiple dates. If it's something like you know, if it's if it's a 15 second drop for something, then you're given three texts, you know, because it's so easy and quick Pull off, was it just the multiple start to really add up a few anything beyond five minutes? You know, because it turns into quite a bit production to record three texts or five minutes and edit those suddenly you're at an hour, you know, in terms of studio time. So, yes, it depends how much how much they're paying for. But, I mean, I often, you know, do stress with clients that, you know, if there's anything wrong with this, and rerecord to completely free as long as it's my fault and not changing the script, for example. Yeah, that's, that's really, really reassuring, I think and leads to having repeat business, which is great, exactly. But the flip side of that is if they're in a hurry, because I'm in a different time zone, and they'll only get it sometimes the next morning, and that'll take me six hours to respond. If I know that time is of the essence, I'll give them as much as I can on the front end, so that they don't have to wait to come back to me. Yeah, exactly. So you do get, I think this is one of these intuitive things, going back to being a bit intuitive that you pick up from clients. And you kind of you get used to working with different sorts of clients, and you get to know how to recognize them. And then what are the things that they hold as a priority? Uh huh. Yeah. So I want to ask you about where you get your work at the moment, because some you've got a wonderful website, and you go and do pay to be any part of any voice platforms like voices.com, or voice 123. Yeah. So, um, for a while, and especially when you're starting out, I did voice 123 dot com and voices.com. And eventually, I got like, a lot of clients. And, in fact, I think one of them I think it was voices came to and they said, Hey, you know, you should try us Super Deluxe pay thousands of dollars version, platinum, platinum. And I said to them, honestly, I really appreciate you inviting me to that. But I don't want more work than I have, which was like such a, you know, privileged place to be and they were like, No, okay, good for you. I'm so at the moment, I still have a voices account, it's not the Platinum one, but I think it's premium or something. And I don't do a huge amount of auditions through that. But so I tend to set the rate fairly high that like, you can choose which jobs you want to audition for. And I don't want my inbox flooded with voices audition. So it just maybe get an A one, one or two a day, something like that. But um, some of my auditions come from other agencies in the States. And otherwise, a lot of my work these days is just sometimes through my website, but also just, um, clients that I've worked with for some, some of them for years, you know, and we just, we know each other well, and it's just like, it just seems repeat business. It's amazing, isn't it? How it just builds up over time? Yeah, blessing? Yeah, it is. Absolutely. Because I think they this, you know, be interesting to actually, like, find some statistics on it. Like, you know, one out of every 15 clients will turn into a long term client, and they'll give you work every three months. So if you if you get like every 15 clients you get, you'll get one of those, and then that will give you more work every three months. So it's kind of like it slowly builds up until I can envisage a point in the future where it's just residual work, you know, and you don't actually have to market yourself or go to get new clients, because you're just busy servicing kind of an old pool of clients. Plus, they referred to if you give them an exceptional experience, which has been my focus for the last three years, then and they become a real fan of yours, then you know that they're in the same circles as other video, people. And they'll recommend you usually, yeah, which is lovely. Yeah. And also, I mean, think about it, once you've established that connection with a client. Like they want it to be hassle free. They don't want to have to do huge auditions, every time they have a project. They just want to know that, you know, you've got your act together on the, let's say, the performance side on the technical side, that your turnaround times are fast that you're nice to work with. And then they're just Oh, thank God. So it really is win win, you know? Yeah. And you can tell the clients where you that you know, that they're just like, they say something nice afterwards. And it's like, they they found that they kind of like, Oh, thank goodness, I found someone that's a really Yes, I really, I used to I do want to say, Oh, sorry. I used to work in radio. And it was you know, we'd have copywriters, so we could go on to do voicing, and he wasn't you the ones that were best at voicing, and we're just so quickly and super easily and you just go to them by instinct, it was just because, you know, you knew it was gonna be easier for you. So if you can inspire that feeling and other people have just like this There were just so easy to work with you will be the first on the list that they call. Yeah, absolutely. I want to say as well like I really feel for people in the current climate with the whole, you know, COVID situation and there's a lot of fear and anxiety around around earning a living. And there's a question you know, when you are when you earn your living like pretty much my whole life I've been I suppose freelance, you know, I mean, I've you know, I haven't had a job set for one and a half years when I was a copywriter in a company. But so I've had to really trust kind of that flow of the universe and what I've learned a couple of things about it and one is that I always say to my myself. And so I say this to your listeners too, if it feels like the universe is withholding abundance from you, what are you withholding from the universe, staring straight into the camera. And, you know, it can be like that you have some hidden talents that are locked away that you haven't really been sharing, or it could be even that you are angry about something. But you've got that anger locked up and sad, whatever it is, just listen in and see like, what do you need to unleash? Because I do believe in the flow. And I do believe that there's enough work to go around, that we don't have to be competitive one another with one another, we can find a niche. And we can think about this the other day, Toby, there is so much voice work in the world. So many companies and projects and artists need voices. So you know, just a little faith and a little trust in the flow. And know that even for those of us that do and are living this way, there are times when things are slow. And then you just turn your attention to building your home, for instance. Exactly, say thank you universe for a little bit of a break. In a free house, I've only I still I still have weeks and sometimes like longer periods where they're just they they're the work doesn't come in, and I don't get the gigs. And I think I there's this really like dark sense of me that thinks, well, that's the dreams over time. So this is that like most just No, it just for whatever reason, that's just not gonna happen anymore. And then like I and then I think No, no, no, this has happened many times before. Just go and do something like treat yourself, this is your vacation, you don't get to go away any other time of year because your voice artist, so like, this is your time to do some work or do some marketing if you feel like it. And then it always picks up always, right, I know, I don't, I don't get that number, I love that you thought you would share that. And it's exactly the same for me. And I have the same, you know, demons that are just like, Oh my God, that's it, nobody likes you, you know, you've slipped in your ranking, and it's over. You know, but I also trust, like, if there comes a time, when voicing isn't what I'm here to do anymore, that something will take its place. So really, we don't have to worry. And I want to say to anyone who just kind of started to get into it. I mean, to be you and I just share this immense gratitude for this path of earning a living. And, you know, you knew what it was like before this. And you were already working in a creative industry when you would, you know, producing and directing and audio engineering and things. But you also knew that there were like these hours of a day, it wasn't really you were too creative for that, you know, for that space. And you were you felt kind of locked into it. And in my one and a half days and a half days, one half years of working in a company, I felt like I was a veal, like put in a box being ready to be slaughtered, like with no light coming in, and they put me in a cubicle eventually. It's just like, I just couldn't do it. You know, so for those of us that, that a free spirits in that way. Just believe in it. It's such a great thing to you, and you learn and grow as you do it. And don't be too hard on yourself, because it is a real learning curve. A lot of people start out and they think, Oh, well, somebody said had a nice voice. And then they you know, they pick up a piece of copy and they start to read it. And they think that's voiceover. And they pretty much think that anyone could do it. But there's a real learning curve and a real art to it. I mean, I noticed that for you like when you started off, you were booking jobs anyway. And you had some avenues in. But there came a point where you actually understood what you didn't know. And you started to coach and your voice work just went to a whole nother level. My two, my two it's like, we can say, Oh, yeah, no, the words coming in, I've got this, I'm really good. And then you coach with somebody really good. You're like, Oh, my God, I had no idea. technically true. Different realm is so true. And there are just those I just love how there are these paradigm shifts where you get comfortable and you get complacent. And you do think you've got it all sorted. And as you say, you get you have some kind of experience or a session or a thought that just breaks it down. And you I love the fact that even when I'm sort of you know, voicing this level, which is more than more than I ever thought I'd be doing in the world, like 10 times as much. I still know, there's room for improvement. And there are other echelons to go to like I think though Yeah, that's not that's not like, Oh, my God will ever get there. But it's just like, what a ride. What a journey. Exactly, you can always do better. I have to be careful because I tend to be really hard on myself. And like the upside of that is the perfectionism that, that just takes great joy in finding getting it just right. I love working with a client who's really fussy because I'm really fascinated when we were like, no, let's see if we can get it better. Yeah, that was it. We nailed it, you know, but the downside of it is to be like sometimes I'll be editing my something that I've recorded and There's a perfectly good take. And I've gone with my dog clicker. Do you use the dog? clicker? I just use it. No. Oh, you do? Okay. No, it's just a device that used to call the dog and puppy, are you putting a spike in your file? Oh, you've graduated beyond that. Anyway, what I'll notice is in my file is that there was a perfectly good take. And somehow, in my mind is like, I'm not good enough, you could have brought out more on that word, or you could have, like, lighten up a bit. So, you know, it's self management, isn't it? On the subject of self direction, because this is another hard thing. Like I, you know, I run a voice Academy here in New Zealand and in person. And people love the fact they get in the studio and they love, you know, they do reads and you and you say, Oh, you know, you were doing this, and I was doing that and everything. How do you? Do you have advice for people on how to self direct because it is a skill entirely separate from voiceover? Because it relies on you listening to your performance as you're doing it and judging it? How do you I can't remember when I started self directing, or I mean, it helped that I was, I was directing talent. So that kind of came first to me. But for someone who, like, you know, how did you realize to self direct and start that process? I mean, I think I've been self directing in every area of my life since I came out of the womb. But, but it's, it's a really, it's a, it's an interesting thing to look at. I think, for me, I voice best when when there's a sense of freedom and flow. So if I'm too hyper vigilant, maybe too caffeinated. I'm not going to do my best voice work. So this is way back at the beginning, I was talking about, like warming up the body and getting into the flow and feeling that the voice is just very kind of clear and free. And then Oh, yeah. Okay. So Toby, let's talk about this, like, you know, how in invoice coaching, they often talk about, like talking to a person. Mm hmm. Right? So is that something like, do you visualize a person and start to talk to them? Never know, it's almost like I don't know, it's almost like I'm voicing to myself in a weird kind of way. And see, I think that's super valid. And I often will voice to myself, because I'm the harshest critic. If I can convince myself my own authenticity and attack, then I'm doing pretty well. But one of the things that I do, I think of it in terms of dropping in, so you drop into that alignment, which is right for that particular project. And for me, it's almost like, it's a consciousness thing. It's just like, okay, it's almost like I set an intention, before I begin, I like to take a deep breath in and let it out, funnily enough, before I start to voice, and you think, oh, you need to take a deep breath in and start talking. But try this, you take a deep breath, and you just let it out. And there's a sense of relaxation, and then you begin to speak. And it's like, you're already the placement of the voice and the relaxation is already better. And then one of the tips from one of my voice coaches was, and I quite like this, was that you just read the first line several times until you're ready. So it's like, it's not that thing of like, the fear of the bank blank page, or the blank audio file, you know, it's just, they just start off. And there'll be a certain time, maybe three, you've repeated it three or four or five or six times. And then you're like, there's a yes. And then you just carry on from there. Yeah, cuz To me, this idea of like speaking to a person, sometimes, I'll use that as a starting point, especially if the, like, say, if I were doing something that was for, I don't know, a young audience, and say, I wanted to have that kind of intimate connection, if I were talking to my 18 year old niece, for instance, and I might just, you know, imagine her, but then quickly, just kind of let that go. Because if you're trying to put your focus on the person you have, again, it's like your mind's having to multitask on too many things. And that's so true. I'm going back to what you're saying about the like, you know, doing little things before your voice, I realized I had this real realization recently that when I was looking at my sessions, I've done live directed sessions, and I usually clean them up for them, you know, before, before I send them through, and I noticed that I slept the tape like I do with live drinks. And so I go, you know, this is a test, take one, read one. And then I got exactly the same throat clear every time I compared them. And it's an idea and I do it completely. I don't do it because I need to clear my throat. And I don't do it because I'm conscious of it. But it's just it's a bit like I'm in rugby too, because I'm from New Zealand Rugby analogy, right. Then when it's not in the habit, it's almost like you know, when the young guys about to kick the ball through the posts, and they have a little weird routine and so they drop the grass, or they lick their finger and put the wind and they take a number of steps backwards. It's always exactly the same because they've been trained to do this. mindset thing, I realized it's exactly the same for me. And I didn't even realize that I've made this like, it's like a mantra or something. It's like the thing. Yeah. Go into character. And yeah, so and I don't know just how how people come up with that thing but, but be conscious that you can have a little thing, even like a little action like a like a rubbing your hands or something like just to get that could come and coming home to yourself, you know, and even where I've always I have a few things that are that inspire me like I have. I love redwood trees. And I have the in Northern California, the redwood trees, that's where I was born. And I have a picture of them in my booth and just things that kind of tune me in and uplift me how it might be a quote or something, but it just, I love redwood tree so much. I'm just in the North Island, there are some Yeah, that's true. Right? Yeah, for a tough match in Hawke's Bay that summer, as well as a plantation not know, as near as big as the ones in Northern California. But yeah, still lovely trees. And I think you're totally right with your, you try and make your place you voice if you can, if you're able to make your place a sanctuary, I can make it a place that feels feels nice, even if it's just a cupboard. put something on the wall that that makes you feel, you know, nice, like a like a picture of a view or something, you know, like, at least, you know, try and trick yourself into thinking that it's, it's not a claustrophobic cupboard. You know, this is the place I get to do my creative thing, which I really enjoy. Yeah, I've got in my in my studio, I've got a window. And it's one of those windows where there's two pieces of glass, but they're sloped or something or one sloped, I think so that it doesn't reflect the sound in the same way. And inside between the two pieces of glass is a little turquoise frog. I love frogs and and so it just like it's there was so yeah, just little things like that. It's probably the frog is directing every session I do. And it's quite important for people to have the place they go to do voicing, I think, like, I realize some people have to kind of set up in their lounges or set up temporary studios to do practice or to do auditions. But if you if you can have a place you go to do voiceover and that's all you do there. I think that really helps with this whole because it is such a mind game. Voice it is it is and it's amazing how we have to be feeling relatively well to voice Well, I think. And I think you can't really fake it. And when you know, I did a number of years acting in theatre, and I made the commitment. There was one time I did a show in the I did the played Anna and the King and I am musical in touring the states for a whole year. And it was hugely demanding as it was amazing, but huge, hugely demanding. But even when you know, you'd get up at five o'clock in the morning and go to the next place and fly or bus or whatever, and you get there and you'd be so tired and had to do two shows, whatever it was, I always was cognizant of the fact that that audience, a lot of them were, you know, in the middle of the country, maybe they didn't have much money, maybe they'd saved up for that event, it was like, maybe the first time for some of them that they went to theater. And I was made the commitment to be true, and to really show up and to be real and not fake it because when you've done a play over and over again, sometimes it's like, Oh, here we go again, same lines, whatever. But I would, you know, really forced myself to do my best to be in the moment and give it my all and because because people feel the difference. They You know, I think it's funny that when this T shirt that says authentic. But they you know that people deserve authenticity, and they're not stupid, and people can hear the difference. And you know, you and I Toby because we've been doing this for a while, you can hear that voiceover you know, as soon as like you hear somebody that's like in stuck in a rhythm, or they just sound like they're reading the script. And the art of voiceover is to make it sound like you're saying it, and that it's just the next thought that's arising and then you just know you're feeling and that you're feeling it. So I love that so and we've both coached with Marla Monica urban in New York. And, and one of Marla's things is that, you know, the, the copy travels in through your eyes, and it goes into your brain. And then it needs to drop down into your heart and connect with your feelings. And then it comes out of your mouth, you know, and that journey, it's like, just seeing it and put going in your brain and having come out, it doesn't do it. No, it's got to also have that you know that circuit and be connected. And when somebody is if it's not moving you then how do you expect it to move your audience? Yes. And we all do bad voiceover at times. I remember one time when you were here, and there was a file on my on my computer that said bad voiceover and you saw it immediately. Like it was just on my desktop you like what was that bad voiceover and I had Actually gathered like, I don't know where I got them from but two peoples the male and female was because I wanted at some point and I've never done it. I didn't want to shame anyone. But I wanted at some point to say, Okay, listen, this is an example of somebody who's just reading it, or somebody that thinks that that kind of automated robotic read his voiceover and it's interesting how the market has shifted in terms of like, it used to be about the, the the trailer voice and no one actually talks like this. And and now people have cottoned on especially with advertising and it used to be the hard sell kind of mattress commercial sort of like it kind of feel but now it's it's so much more like people have woken up to the fact that they're being advertised to and it must they must be hooked, there must be a scam somewhere. Because of the way this person is talking, instead of it just being like your friendly neighbor who's got a great suggestion for you. Yeah, that's right. And when you when you hear TV, ads, radio ads coming at you, and then all of a sudden, you hear one where the person's dropped in, and they're just speaking to you like a person, you hear it. And the rest of it, you learn to just switch off and tune out of because it's just not interesting, or whatever being, you know, smacked around the head by this car salesperson or something. Yeah. So in terms of like the connecting with your reads, and the script, like, I know, when we talked on the phone, we're talking about like, what, what you wouldn't wouldn't voice and whether you need to really kind of believe in something like what's being advertised in order to, like, engage with it. And to make it sound good? Do you reject jobs? Or kind of what's your process for that in terms of betting what you will or won't voice? Yeah, so um, it's, that's a really important question. In fact, I had it with a friend of mine. And this week in Los Angeles, we were talking about, okay, what can we still, from an ethical standpoint, feel okay, about voicing and where do we draw the line. And as, you know, somebody that came up through through the acting world, it was like, your job was to act. So even if you didn't believe in the character you didn't like the character didn't like the project, you showed up, and you act it. And for a lot of my career in voiceover, I've done that, like, I am a health nut. I love health food. And I have voiced for McDonald's and unvoiced for Coca Cola, you know, so you can say, well, that's conflict of interest or whatever. But I've considered them you know, acting jobs. And my job is to say, if I'm voicing about eating, you know, some I don't know, highly processed, whatever food that I wouldn't put in my body. I might do a substitution and voice it as if I'm eating a beautiful. I don't even know what so yeah. Yeah. But But I do, there are projects that I just cannot do and when auditions come in that are it's especially a way to reject auditions and I'm not getting up sorry, not gonna go there. And on the days when I have plenty of work coming in anyway, I'm like, Yeah, no, I love the luxury of being able to say no, no. About for you, Toby. What's, what's a no for you? Um, I've kind of boiled it down recently, in terms of like this, I've always had one, which is that I'm not a religious person. And when I when I get scripts that are that are trying to convert people or, like insist religion is is real, I can't do it for myself. Like I just, you know, yeah, but you are a pirate. I'm a pirate. So I would do pirate scripts. No, exactly. Yeah. Um, but the other thing that came up recently was I started voicing for, for some kind of movement called the total human thought movement or true human thought on something. And they had a very vague script, which, which, which was sort of, you know, about, like, there was going to be some kind of world shattering event, and everyone was going to be involved and, and I did it, but I was very uneasy about it. And in terms of like, I don't, I don't know what what this is actually for, like, the language is so vague a bit, it sounds like it's quite important to or, you know, which, which, if I don't understand where something's going, it kind of makes me a bit nervous. And then it came back with another script that was like, something about it basically sounded like a cult, and it sounded like they were gonna exploit people because it said, you know, you can own your house within five years, you won't pay any interest and anyone can afford this and, and it was like, stuff that was like, this cannot be true. Or everyone would be doing it. And I just said, Look, you know, I'm happy to post a script. Can you just tell me what you're advertising and how how people get this? And they wouldn't, they wouldn't tell me. They just flatly refused to explain anything until I was like, Well, I don't I can't be involved with this if I don't understand it. And I feel like so basically, I've kind of boiled it down to if it's if it's morally unethical to do it. Like if it's a one of the biggest voice jumps that I regretted ever doing, which one of my first voice jobs I took it because I I really wanted to be a voice about this was like recording like prank calls. For people. Like there was a website where people could record like someone doing it, and I just, I did it and I just thought that's, that's my voice just hurting people and it's awful. So yeah, that was I really honor you for that. I had one that was that I had to throw in the towel. And I actually can't remember if I just I think I just let them not pay me or did a kill fee or something, but it was spandex. And it was all about like telling women how to you know, flatten their bum, or make their bum bigger and flatten their belly. I don't know what it was, but it was just so disgusting to me. And they wanted me to really push it. Oh, this looks like one of the lines was like for a perky of bum. And I was like, I'm just not going to be a part of body shaming for women. Yeah, it was no thank you. And it just it just didn't feel right. And I have a thing in life, which is if it's not a yes, it's a no. And I and I honor that whether it's, you know, say you're out shopping and you see a T shirt that you quite like you think that something is to say, if it's not a yes, it's a no. And just you know, same with voice. It's not a yes. It's a no. And you know, there's that mentality of well, beggars can't be choosers. But I think that you can trust that when you align yourself with your own values, you will attract the kind of work that is more appropriate for you. And oftentimes If you say no to something that just disgusts you something else really lovely shows up so small black animal, welcome. Okay. Well, we're nearly done. But before we go, I've got a couple more questions. Small ones, which are basically I was gonna ask you what your biggest voiceover gig you've done, but I was gonna change it to say, what's the voiceover you're most proud of? Because that's a bit more affirming. Beautiful question. Mmm hmm. put you on the spot. Now it's hard. I know, it's hard. It's hard to choose, isn't it? I was very proud of this. About a year ago, I was hired for several months by a company that was doing work that I really believed in. And it's a company called possess, which is a sleep app that helps people to, to go to sleep with stories, and they were so sweet. And they actually hired me kind of with their salary and everything. And I had a company email, which is really unusual, because most of my projects, it just you know, and we work together, I just love the people, they were so young and kind of smart tech, technically and four months a voice and then wrote and voice scripts to help put people to sleep. And I, I loved the possibility of helping, you know, being of service on the planet. But people that were, you know, struggling to sleep sleeps important. We got into doing some other stuff. There was another, there was some spin off apps that had to do with meditation, and I got to write and voice meditations. Yeah, so that's, I don't know that I was very good at putting people to sleep. I think I'm probably more interested in consciousness and waking people up out of like, the matrix that limits them or or restricts their freedom. So I think that they, they have a wonderful, a wonderful voice artist who actually I became friends with and she'd left the company. But she's now back in it. And I'm really happy for them. She has an American voice. And she just amazing to fall asleep. She's one of the names Bethany. And she's one of the top insight timer. Do you know that meditation app, it's called insight timer, I think it's the most listened to one on in the world. But she just has a quality. She's not a voice artist. But she's she began in corporate work. And she just found this kind of groove and she loves to guide people. But it's so soothing and beautiful, amazing. When you come across someone that just has that as their special skill. They just have this amazingly lovely to listen to voice. Yeah. And she's kind of felt that way about me. And I felt that we were house like, you're the good one. And we had this mutual admiration society going on. But he is he's way better at putting people to sleep. And it is I love how voiceover by extension when you go out into the world and you meet all these different people like I really like I love finding interesting voices, not necessarily nice voices, but just the ways people speak is so interesting, because it tells like reading like someone's someone's poem or something like you can tell a lot about them, you know, by the way that they speak, and then terms of their life that they've had and that who they used to hanging out with and who they think you are almost because we're all kind of social chameleons and we'll change to each other. Yeah. But you know, it's it's once you go down the voice rabbit hole in terms of analyzing However, in speaks, it's just bottomless. You know, there's, you know, what you talk about learning accents and and you know, you're like, you know, American accent which American accent and you go out with text and then you go which takes an accent you know, you can you break it down into infinitely variable, you know, segments. I love your passion for it. Oh, I just thought of another project that I that I loved, which was I don't know if he ever came across, you know, slavko Mart enough. Yeah, it's not code. Did propaganda. As long as it was a pet that was like, Oh my gosh, it was amazing. And and what was funny about it was a very sort of politically, how would you describe propaganda? There's quite a daring film. It was documentary effectively was mockumentary. Yes, that is like North Korea and sort of very covert and stuff. And I had to do this very flat read almost like a expressionless, like BBC World wasn't that. I'm weirder, weirder than that. And Glasgow was amazing at directing it. But I was gonna say that what about oh, my gosh, that was one of the comments that people had because it went up in sections on YouTube. And one of the comments someone had is like, there's something really spooky about that voice, like, they're hypnotizing or something. It's like they're gonna take you know, and it's just like, it was so innocent. I was just gonna voicing just like when in the groove of what we decided we were going to do. But his his project ended up winning like michael moore's best film in a tribe. Some festival wasn't his first ever city. Yeah, yeah. Which is amazing. That was great. Fantastic. Oh, well, we've had such a great chat today, we're nearly sort of at an angle, but it was there anything else that you wanted to want to talk about? And talk about for our listeners? Yeah, um, I think I just, I just want to inspire people really to trust themselves. And you know, like, you're saying, Toby, everyone's voices unique. And don't, don't think like, you have to sound like somebody else. You know, who you are, is enough. And it's good enough, and just begin and practice and catch the joy of it. And, you know, there is tremendous freedom in being a voice actor, and we do voice in our pajamas. At times, and because what do you love about about being a voice actor? I love that I work with people all over the world, I find that really interesting. Is to Mongolia of late. That's what we're both involved in a project. That was great. Yeah, and, and I think I just I really, I, I like that I found something that I not only enjoy doing, but I turn out to be fairly good at. And, and I, you know, it's, I wouldn't say it's easy, because like, a lot of people think voiceovers, you know, it's just, it's really easy to just, you know, it's short hours. Because the actual work you do in terms of when you're voicing in front of a microphone, is maybe 5% of the time it takes to run the business, get it do the editing, you know, all the other stuff that goes around it. So people think that it's all just that, but it's, it's most of it's finding the work and promoting yourself. But some, it's also like you have to work like I, you know, get up at seven in the morning, come straight down to the booth and do three hours and then do other stuff during the day. And then I go come back to the studio and work sort of through through till quite late at night to catch the European. got nice and gravelly, again. Exactly, yes. So it's, um, so it's, I really enjoy having the middle of my day free, which is really nice. But I wouldn't call it easy because you do have to, like, I have done sessions at like, three in the morning, when I've needed to. So you know, it's, it's sometimes you really have to kind of realize what a privilege it is, and realize that getting up at three in the morning, once every now and again is actually part of the job and it's fine. And the fact that when you go on holidays, you're never really on holiday. You always have to take your gear with you. And you know, but but if you love it, that's the thing I love. It was Oh, if you love it, it's not a job. It's something I really enjoy doing. Like, you know, yeah, that is such a great approach. Yeah, it's the one that created the success you have because it's just that that's contagious, you know. Thank you so much. It's been just utter joy talking to you today. So we need to do it again. We'll catch up and have another chat. So yeah, thank you so much for joining me. Good luck to everybody. voice on Absolutely.