Interview with 'The Nethervoice' - Paul Strikwerda

Paul Strikwerda AKA The Nethervoice, has decades of experience in broadcasting and voiceover.
His Blog is one of the most read and subscribed-to Voiceover resources on the internet.

Toby Ricketts and Paul chat about many things, including;
His journey into the world of voiceover
How he started blogging and what benefit that has for his voice work
Whether he voices in different accents or languages
The best way for beginner Vos to start in the industry
Why it is important to stand out
The story of his stroke and recovery from it
His thoughts on work / life balance
His opinion of Gravy for the Brain as a company
Voiceover business tips
Why passion in your craft is important
How welcoming and supportive the VO industry is
Technology in the studio, including microphones
His book “Making money in your PJs”
His new book

Stick around until the end of the video for a very generous offer from Paul…
More VO LIFE Interviews in the series: https://youtube.com/playlist?list=PLZQTBMxKbs3E8C9VwatGYFjHo0wpoAGfK

You can find more info at www.nethervoice.com & Gravy for the brain Oceania: http://oceania.gravyforthebrain.com

Toby Ricketts

Welcome to vo life. My name is Toby Ricketts from gravy for the brain, Oceania. And on this video podcast we talk to the big people in the world of voiceover and entertainment really we've we've had agents, we've had voices. We've had all kinds of people on the podcast movers and shakers. And today's guests certainly does move and shake a lot on the internet, that's for sure. It's Paul Strikwerda. Be very afraid. How are you there? It's very early where you are.

Paul Strikwerda

It is 5am. But I think we should start off by wishing Mel Blanc a very happy birthday. Birthday today.

Unknown Speaker

Very good. How appropriate.

Paul Strikwerda

I was called by Dutch national radio a couple of hours ago. They have a morning show. And they wanted to talk about Mel Blanc. And I said, Why do you want to talk about Mel Blanc today? Was it don't you know said I don't know what? Well, it's his birthday. You should know your voice over? Who is Mel Blanc and why? Why should we talk about involves you called me. And he? He died 33 years ago. But it's pretty amazing. That 33 years later, people in the Netherlands still remember him and want me to talk about him, which is phenomenal.

Toby Ricketts

Yeah, it's a testament to sort of like what kind of like how voice artists can touch people really, you know, they can like the voices of all of these characters that they know and love. And it's still like the same these days. We've got videogame characters who just like they'll do one character and then go on, you know, tours for for years on the back of that passion that the fans have.

Paul Strikwerda

I think it's always fascinating. If you stop some people in the street and say, Can you name five Hollywood actors? I think they can rattle them off straightaway, you know, five popular actors. But when you ask them to name one voice actor, there's probably one voice one name that comes up and that's probably Mel Blanc and O'Donnell Fondriest I will draw a blank. That's, that's part of our professional that we're kind of the anonymous disembodied voices that people hear. But they'll know who we are and what we do and stuff like that. But I think it's a big tribute to Mel Blanc. And they asked me, Why do you think he's so popular? I said, Who doesn't love cartoons? You know, you can love or hate your favorite movie star. There's this big Johnny Depp thing going on at the moment of our recording. And some people love him. Some people hate him. But I have never met somebody who hates Mel Blanc are the characters that he voices. So that's pretty unique. And I think there's also a wonderful that we can enjoy someone like malbranque with different generations because I have a daughter, she's 19 I'm 58 my father in law who is 90 years old who lives with us and our favorite pastime together three generations is to watch Looney Tune cartoons. It's all Mel Blanc. That's phenomenal.

Toby Ricketts

Yeah. Without his voice in there, like those characters just wouldn't have been

Paul Strikwerda

told the interview yesterday. Now. Just imagine watching like Daffy Duck or even Tom and Jerry or Woody Woodpecker. Roadrunner, all his classic cartoons. Turn the sound on, you can't hear anything. What's left of it? It's just images. And it's really it's, it's nothing's left to it. It's not even funny. Yeah. And in those days, I mean, I know you wanted to talk about me. But I think Mel Blanc is more interesting. So let's make this interview of belflex Sorry, people

Toby Ricketts

smell blanks journey through life. To talk more about your journey, of course, people might know you as the nether voice. That's your big your website. You're a prolific blogger and social media, right? So do you want to tell us about like your journey into voice acting, because you've got some sort of strong opinions on sort of, like, you know, training and how people get into voiceover. But how did you

Paul Strikwerda

struggle? gets me into trouble. You're trying to get me into trouble. Every time I voice a strong opinion. I got a big backlash. So let's do it all over again. I think I started like a lot of voice actors did because as a child, I love to imitate people. And that got me into trouble too. Because the first instance that I can remember me imitating somebody rather successfully was the first year of elementary school. And we had a teacher with a very weird voice. So to talk a little bit like Julia Child's, but her name was Mrs. drinkers drinkers. And drunken in Dutch means in Hebrew, ate it drunk, drunk was drunk. So I talked like this. And they said, Well, to me, she sounds like she's only drunk, not knowing that she was just about to come into the classroom, and she said Mr. Strickland, in the corner with you, You troublemaker. And what she did was something that people couldn't do these days anymore, but she took it took a big bandaid, put it over my mouth and I had to stand in The corner for 404 for an hour or so, and everybody laughed at me. Oh, Paul was silly voices. That's my first first appearance, I think, is a voice actor. And it didn't deter me. And I and I, my father was a minister. And I loved imitating him on his pulpit. And he didn't like it either. But nevertheless, I persisted. And I kept on doing that, because I think there's something so fascinating about the voice of voice. It's like a fingerprint. It's completely unique. And I remember doing these, what do you call them? That I was my father and I had this when we were building models. In the days, I'm dating myself now, where models weren't these nice plastic elaborate things that you glue together. But they're a made of cardboard, cardboard, so you had to cut them up and put them together. So I had a whole village of models in my bedroom, put on the shelf, and I invited my family around of the bed, and I had a flashlight and I put the light on the different models. And I started telling the story with about the people living in those houses of what they would sound like what their lives were like. And later on, I did radio plays with an old tape recorder and old Phillips cassette recorder. And I had lots of instruments because also love music and play different instruments, instruments aligned around me for the sound effects. And I have read stories like King Arthur and the Black Knight, or the five or all these famous kids books that reenact them all by me, directed by me voices by Paul stricker voice characterization, as they would say, with Mel Blanc, and all the sound effects. I think that's how I got my start. Now fast forward, the small boy grows up. And it was 17 years old, I was studying musicology are four things in in Holland. And one of my best friends had an uncle who was in the radio business. He was a news and current affairs presenter and he said, My radio station is holding a contest for young kids who want to be involved in youth radio. And then, as sort of a joke of the party, all our friends said, You know what we're going to all apply and properly, nothing will come out of it. But it could be fun, you know, because I was always fascinated by radio voices. And I want to have a look behind the scenes. So if this is an opportunity for me, and maybe I could work for the Costco music department, being a musicologist and stuff like that. So I applied and, much to my surprise, they hired me on the spot to start doing youth radio programs. And one of the benefits was that I was mentored by the people who were the veterans in the business to people that I had grown up with. And it wasn't only radio, it was television, as well. So as of age 17, I was a voice on Dutch radio and later face on Dutch television, can't believe it, this face, but they they wanted me. But later on, we decided that I had a better face for radio, of course. But that's, that's how I got my semi professional start. And then I had another big break, because at that time, the Dutch Army still was was Russia, we had an army of conscripts. I think that's what you call it. And so I had to go, but I didn't feel like going to the army because I'm not a big fan of shooting people with guns. And I became a conscientious objector. So instead, I had to do social service, which is fine by me. And I found a radio and television company that was enlisting. People who wanted to do social service by working for radio and television station isn't that great?

When it was my time to go into the army, I did my social service at that radio and television station. So that gave me another two years of a full time professional experience to do all kinds of things, producing presenting being a roaming reporter every aspect of the radio and television business. And after that, I got myself a free vacation, courtesy of the state of the Netherlands. And I loved it so much that I flunked out of musicology. And I said, this is what I want to do with my life, and it would be in radio. And so that really became the start of it later. Was my voiceover career.

Toby Ricketts

Was there any point like a lot of people where you would sort of doing voice work on the side or it wasn't making up like a majority of your income, and then you thought, like, there's a leap of faith that happens with every voice artist, I think when you get to the point, like it's done as a hobby for enough time, and you think I really want to make a go of this on it, but I don't have the time to apply to it. So you think Well, I'm just gonna do it for six months and see what happens. Was there was there a point at which you reached with that?

Paul Strikwerda

You know, I was done with the whole radio and TV business by the age. I was 38 because I was working in the news and current affairs department. And you know, in most news is not good news. Unfortunately, that's why it's new. Who's and it kind of sickening to have to deal with that every day. So I decided to take a break from broadcasting and got a training as an NLP practitioner that stands for Neuro Linguistic Programming or neuro linguistic psychology. It's the stuff that guys like Tony Robbins teach, you know, you gotta believe in yourself, it's all about changing your mind change your life and helping others to change their mind and their lives as well, which was incredibly powerful, empowering, powerful stuff. And I became a trainer in that methodology. And I was invited by training institute in the United States to become one of the lead teachers. So I made it, my first leap of faith was leaving the Netherlands behind my friends or my family, packing my bags and moving to the United States of America, then joining an institute there. Now, the person who was running the institute that said it was very successful, which in fact, it was not. So while I was there, there wasn't as much work as they said they would offer me and I had to do something on the side of this, you know, this this, I've always loved working with my voice. So let's see if I can do something with my voice and I found an ad in the paper. And as said Mike Lemmon casting Philadelphia is having an open casting call. So well, this could be my opportunity to fame and fortune. I knocked on the door of Mike Levin casting, and Mike Lemmon was the big guy behind the moves of M Night Shyamalan, like the six cents with Haley Joel Osment, when he says I see. Remember that movie. And he's been casting them ever since. So he was a big name in our area. And when I opened the door of his casting agency, there were about 1000 people in the hallway. They all thought they were the next best thing since sliced bread. But most of them are like, like ventriloquist and jugglers and ballet dancers and singers. And there was only one guy who thought he could do voiceovers and it was me. So they looked at my application and said, Oh, voiceover we only have one VoiceOver so I was sent straight to the voiceover director. We had tea and scones and the lovely conversation and she started directing me Give me a few scripts. And she noticed immediately that I know knew how to work a microphone know how to interpret a script, do different voices characters, and she said, You know what, I want you to meet Mike Lemmon. So I did and he worked with me. And they hired me on the spot, basically, because there was no one else I think, but they said, You know, Paul, you sound like unlike anybody else we have in our database of voices because you have this weird European thing going on. And at that time, this was mind you about 23 years ago now. I sounded very British because that's how the Dutch children learn their English, the Queen's English. So sounded like a stuffy Professor all the time is when we whenever we need a stuffy English professor, kind of Attenborough type of guy, URL, man. And that's how I started I started by imitating I think now for a very bad British accent that Americans don't know what accent from the other anyway, so they hired me. And I was hired. I remember my first job was for Hershey parks, which is a big theme park, you know, Hershey chocolates, the most awful chocolates in the world. But nevermind, I they have a theme park like Disney World. It's all about chocolate, of course. And right. And it was the voice of one of the rights that led to many other things. But back to your question five minutes later. interrupt me when when you need to. Okay, please, because I have a tendency to go very on and on even that coffee. But I, I did not quite believe in myself. Because I'm Dutch, just this unknown Dutch guy in the United States. And in Holland, it's very easy to be famous, because there's only 16 or 17 million people in the Netherlands. That's it? Yeah. So in Holland, most people knew who I was. But in the United States, this 250 or 60, or 70 million people there. And nobody knew who I was. Nobody had ever heard of me. Nobody cared, ready. And I, these were in the days where we didn't really have social media. I didn't have website, I had one agent. And just, I didn't want to sit by the phone all the time waiting for the agent to call for another thing. So I wasn't sure whether I could do this or pull this off. And we didn't have home studios either. So it was more of a wait and see game. But then this whole arrangement with the training company, for whom I was going to train people to become NLP practitioners wasn't working out very much. I said, Well, I got to do something on the side, at least to get by. Because otherwise, I might as well go back to Holland. And at that time,

I was in a romantic relationship in the United States. And I didn't want to go back to Holland. So I had to make a choice and said, What am I going to do? I'm going to take this seriously, or will I stay an amateur forever and keep it as a hobby. And some people still think that I should have kept it as a hobby. But I decided note and I'm gonna give this a go. And then my I started my whole publicity campaign all around the nether voice that voice of the Netherlands Paul stricker Look at, look at us now we're talking about it. I'm talking to somebody in New Zealand for things, working for a company called gravy for the brain.

Unknown Speaker

Who thought that crazy idea?

Paul Strikwerda

You got to be crazy to be in this business, don't you? You do,

Toby Ricketts

you've got to kind of I mean, I think your things is exactly right about standing out. Like, there's definitely something to be said for like, the thing that gets you the foot in the door. For me, obviously, like the fact that I was like, I mean, you know, I'm in New Zealand, I'm in the middle of nowhere and rural New Zealand. And that is a good enough reason to give agents a call, because they're like, Wow, that's different. That's, that's kind of, let's get this guy out, you know. And then if you have the talent to back that up, it's gotten you in the door. So it looks like that's definitely worked for me. So I often tell people, it's like, you have to find that that part of yourself that people find like interesting, like an odd stone on the beach, or whatever. And I'm, that's definitely interesting

Paul Strikwerda

students is, you know, what's normal for you, is probably special for someone else. And you don't recognize it, because it's normal. That's why I need someone else to recognize that. And I got a hint, in my short and unglamorous career as a waiter. Yes, I've been a waiter in the United States as well to make ends meet. And frankly, I didn't have a don't tell them what I didn't have a work permit at that time. So and it took years to become a US citizen. And when I finally applied we had 911 and then it took even longer because they didn't want all this foreigners in the country. So I had to do something to make a couple of bucks and I became a waiter. And people love me for some reason because not because who I am but because of the way I sounded. And we had this game where they the the people I was waiting on had to guess where it was frameless if you guess one from our by a free dessert. And, and I did waiting on the side for about two years, which was another life lesson I will eagerly forget. But it was fun too, because you have lots of different people in your restaurant, lots of different personalities, lots of different accent and you learn how to sell stuff, you know, when the kitchen says can you push dish triode free, we need to sell the the chicken today. And so I could talk people into ordering dishes and buying basically more from me than they were willing to spend. So it was an education and selling. And so I am losing my train of soccer wagering making money in United States accents. Getting a work permit helped me out again.

Toby Ricketts

Well, I guess we could fast forward into because I was next thing I was gonna ask you is about like, where? Because you're in the United States. Now. How much of your work? You know, do you are you doing for United States companies? How much is back in Europe? And like, Where does this work come from? It's like, you're kind of all about self generated work. And agents probably come into it as well cuz I know you're represented. And whether you fish in the ptps or not. Occasionally, a fiver maybe?

Paul Strikwerda

Is fiber. Yes. Don't say the word Fiverr. Well, I dabble here on deck because that's one thing. You can't put all your eggs in a basket. Absolutely. in one basket. That's that's never gonna work. And I became a freelancer to be free to be an independent contractor. So I've always been a freelancer by the way, from the very moment I started in radio, I was my one man business. So I had learned how to to drum up my business and to stand out a little bit, if you will. So I have about 12 agents, most of whom I never hear from. And when they when they when they do it, they usually think I'm like Holland and Poland. They think Holland and Poland are the same sort of idea. He Polish scripts, or Pennsylvania Dutch scripts. Boy, you're Dutch. You live in Pennsylvania. So you must be Pennsylvania Dutch. So let's do this in German, German accent and I still can't do it. But so you know, I cannot rely on these things. And to everybody who's watching at the beginning of his or her career. Some people may say, well, once you've got an agent, you have landed and it's true. They gave me my first break. But that will dry out at some point. You cannot rely on your agents because if you do that, then you're pretty much doomed. The only person you can rely on is you know, my wife has this wonderful tile next to her desk it says behind every strong woman is herself which is nice because they say you have behind every strong man is his wife or a woman or something like that. But she says behind every strong moment is herself. I think the hide every strong VoiceOver is him or herself, it's gotta be you, the buck stops where you are, you gotta make a lot of noise, otherwise people won't hear you. It's the whole deal is you're a needle in a ginormous haystack. And what you need to do is make that needle as sharp and shiny as possible, so that you become hard to ignore. And that's what I set out to do. Maybe arrogant at the time, but you know, I had nothing to lose. So I thought, somebody told me that I have a very unique accent. I'm going to leverage that accent, I'm going to make use of that. So I labeled myself I marketed myself as the ultimate European voice was very boisterous, because Holland, the Dutch people are very modest. You don't talk about yourself. So I had to learn how to talk myself up in public,

Unknown Speaker

America is a pretty good place to learn that.

Paul Strikwerda

Oh, my gosh, the United States. That was the hardest thing for me, because everybody said, Paul, Tony, down, I have to tell my Dutch colleagues also, you know, you got to get out of your shell, sell yourself, otherwise, you will not you won't be noticed. Yeah, but what people wear if people think I'm so arrogant, no, no, you're not arrogant. You're just proud of your accomplishments that we need to rephrase the way you think about yourself, the way you sell yourself.

Toby Ricketts

We call that tall poppy syndrome. You know, where the tall poppy is get cut off? Yeah, exactly. True.

Paul Strikwerda

Yeah. So. So I had to learn that. And one of the first things I did was a built a website, I'm not a website builder. So if you would look at my first website today,

you would just pass me by because it was very bare bones. And the only thing that I did that was different at the time was I started blogging. And I always loved to write and stood first started as notes to self really, because I didn't know who I was blogging for writing to if anybody would be interested. But apart from a weird accent, that's something that I think I'm rather good at. So I started documenting my journey. And then, thank goodness, social media started and became a member of a couple of groups. I don't even know if Facebook had started at that time. But there were a couple of groups on the interweb, or about voiceovers, and I started posting links to my blog, and some people read my stuff and commented favorably on it and thought, you know, maybe I'm onto something here. And I've been doing that for the past 1718 years now. And it's grown and grown and grown and grown. And today, I can say that my blog is the landing page of my website, and the single source for my notoriety, if you will. One thing that the Dutch have in common is that they don't mince their words. They're very, they're known throughout the world as being rather blunt. Because they're honest, they don't want to be nasty or rude, but they're just honest. And they like to share their opinion and everybody's got an opinion in Holland and they're not afraid to share that with you. And I didn't know that was made me different because I was just writing as me being blunt about the industry about the the setbacks and all the empty promises that were being made and all these people that pretend that there's something and they're not and you know, there's so much humbug going on and hot air that a lot of Emperor's without clothes. And I thought it was my, my service to the community of voiceovers to expose these embers will have closed and all the hot air that was going on, including hot air about me because I was trying not to take myself too seriously. But somehow, that took off, and I got myself a name. But what this does is once your blog gets a regular amount of viewers, it gets noticed by the Yahoos and the Googles in the world to say, hey, this somebody who does something relevant, apparently something that's interesting, and that people want to check out again and again and again. And again. Because the problem is most websites is that voiceover websites, I mean, is that they're the same. Every day, every month, every year, I had some people that I worked with voice actor websites a lot in there. And they build the greatest websites for voice actors. And once they build a website, then five years later, they get a call and say can you please design another website for you? Because mine is not working? Or why isn't working? Well, nobody's coming? Why is nobody coming? Well, because you didn't change anything. Why would people come back once they visited your site? It's like fish in a fish market here. If you don't change it, it starts to rot. Nobody wants to nobody wants to come back. So that's the great thing. A blogged us if it's done well, I think if it's interesting, you got to be interesting for people to be interested. So every week consistently through thick and thin. And then for better or worse in sickness and health, I've been writing this blog. I'm married to it, as you can tell. And every week, to my astonishment, still, people are coming back for more. And that has given me what they call a domain authority Domain Authority is a number between zero and 100 indicates how popular your website is based on the number of backlinks. Whenever somebody links to your story, it means that they pass it on to another website, and then to another website, another website, because it's an indicator for Google to say that people liked this stuff, they'd like to share it. And my website is one of the most shared websites, especially the blog articles in the voice of community. In fact, Joe Davis a couple of years ago, Joe Davis is the man behind voice actor websites, and he is an analytics guy. He is all about SEO, search engine optimization. He said, Paul, I just ran a search. And I found out that your website is the single most popular individual voice over website in the entire world is what how did that happen? Why said it's all about your blog, man. It's all about the blog, the single most visited individual website, it's not like a lack of voice 123 Are the other big ones that I shall name because they've got millions of visitors, I can never compete with that. But that that impressed me greatly. And that tells you something because I never set out to become the best or the most popular blog or the most visited website. It's never voice.com By the way, if you've never visited Nether voice.com new blog every week.

But that's the power of of social media. And here's the side effect. And now I'm finally coming to the answer to your question. When your website becomes popular, what happens when people type in a search for Dutch voiceover or European source or voiceover, or neutral English voiceover My name comes up in the top 10 On the first couple of pages. And that's how clients find me. So I tell people, you attract clients, you have to become a magnet yourself instead of chasing clients have clients chase you. And all things on my blog. I think that's what's happened that people find my, my, my website, my blog, they start reading, they start listening to the daily demos, and they end up hiring me for some reason.

Toby Ricketts

I mean, and that's what Google is noticing, like you mentioned, SEO and I went on a really big SEO journey from about three years ago. And made improvements like it's all about content now. And it's got to be content that people have to find interesting. Like, it can't just be pages of you know, nothing speak or voiceover repeated a million times. Like it's got to be evolving, changing multimedia backlinks, as you say, and Google takes it all into account. And the more you can, like, I'd say that you know people with with with other websites, the more relevant you can make yourself to someone, like wanting to find a voice or find out about voiceover, then like, the more the better success you're going to have, because that's what's Google is trying to intelligently do is find out the best answer for people. If you can be the answer, then it's brilliant. So you mentioned social media towards the end there in terms of you know, how that stuff has spread. And you're very visible on social media on Twitter, all of the sort of the big things, commenting on things all the time. I don't know how you find the time of the day to do

Paul Strikwerda

it. I kind of keep my big mouth.

Toby Ricketts

It's a valid marketing strategy to, you know, be doing little videos every day, I see people on LinkedIn and on Instagram and stuff doing these live videos in the studio today. I'm starting to do a bit more of it. But do you think social media didn't the blogging is more important than the social media stuff? Or do you need both these days?

Paul Strikwerda

I definitely need both. Because if you make a lot of noise, and nobody hears that you don't exist. So I make noise, and then it makes sure everybody hears using social media. Is it a good strategy? Well, yes or no, it really depends on how you use it. And I still have to discover the world of videos because I know that on Instagram, and I'm very active on Instagram reels, the videos are short videos like tick tock, they're all the thing you know that they get preferential treatment. So one of the things that I really should do, is become more proficient at producing videos, but it's much easier to write a piece of 2000 words than to produce a minute a video,

Toby Ricketts

I think the opposite is the I think the complete if it would take me days to write 2000 words, it would take me about six minutes to do a video. So maybe we could swap stories sometimes.

Paul Strikwerda

Oh yeah, you got to play your strengths. That's true. It's different for different people. And so, but that's one aspect of myself and my social media exposure that I have yet to explore. Unfortunately, I moved to the Northeast Kingdom in Vermont lately. I've been here since November 5. And it's this outpost of America five miles from the Canadian border where nothing ever happens. And I like to keep it that way. But the nature is stunning. So I started posting little nature, pictures of where I live and what I know and what I do. And people seem to like that. So maybe I could become the pole strip reader of Vermont now of narrating my own nature, nature videos, you the data back from them from a golf, I can do that. But you know what to tell what I tell my students because I have a few students here and there. And I call it well, the coaching that I do is I help people to stand out as a as a voiceover become that shiny needle in the haystack, right? I tell people, you know, what you should start doing first is do what you love already doing. So for me, my love was writing for other people could be photography, some people, it's videography. Some people like to draw cartoons, but do something that you love, because it won't take as much time and will give you pleasure. And when you are finding pleasure in something it shows and people hear it in your voice. So do what you love to do and make a mock that way. create yourself an audience, and then you can drag themselves into the world of voiceovers as well. Yeah,

Toby Ricketts

it gives you energy. I think that's the key thing like I find with you know, if you do something that you love, everyday like voiceover, it gives you energy to do other things. And then like it's it's self sustaining in a way, whereas it doesn't take your attempts to keep doing it. Yes,

Paul Strikwerda

yes, yes. Because because it's such a crazy, it's such a crazy business that we're in really the uncertainty with a variety as well, you know, with uncertainty comes the variety as well, because you never know what tomorrow will bring. If it even brings anything and sometimes, you know, I don't know what to do, because I have weeks where nothing happens. Really don't you ask? You asked me Oh, how do you produce all that content? When you see me producing a lot of content, usually nothing happens. Paul is trying to desperately stay busy.

Toby Ricketts

It's very true. Like I I've, I've learned to embrace I used to get really nervous as a sub subcontractor or an independent contractor. When you have those quiet weeks and you think, Oh, well, that's it, maybe the dream is over and you get the imposter syndrome and you think, Oh, that's it. That's it career's over, I'll define the end of the week at the supermarket. But I've really learned always comes back it's always goes back and it comes back with a vengeance usually. So now I really enjoy those weeks where I have no work and I'm just like, now I can catch up on this stuff I can do this stuff I've been meaning to do. And it's like, you know, as a as an independent contractor, you don't get you know, four weeks of paid leave a year. So you kind of make that your paid leave in a way so you know, it's I've learned

Paul Strikwerda

to embrace ridiculous thing about living in the United States where it's all about work, work, work, work, work, and I'm a European, I'm used to at least six weeks of summer holidays, vacations, as they say, Here are six to eight weeks, the Americans have what you leave work for more than two weeks, and you don't leave your phone number and email address with your employer. He doesn't get in touch with you, you don't get in touch with your business. What ways that to conduct a business you always have to be able to be reached and called upon said no, no, no, my vacation that's preventative health care. When I want to take off, I'm not taking any voiceover kits with me, no travel gets nothing. I want to be there for my family and myself to recharge the batteries. Because if I don't, then I'll go crazy. So this whole thing about work, work work. Always being available. I don't buy into that at all, I'm telling you. It's such a relief, because I started doing that after I had my stroke three years ago. And that was an eye opening experience because I was one of those people who's always chasing his dream and client after client and the more I did, the better I felt about myself and I said your I don't want my self image to be linked by what I do. What I do is just an aspect of who I am and who I am is more important than what I do. So I really was working around the clock I was in my studio. And I tell the story a lot but I'll keep it short but I was in the studio and I woke up on the floor of a studio and I was partially paralyzed and I had never experienced anything like that I had a terrible headache and and I could barely speak could lose part of my face was paralyzed. And I recognized this because I'm having a stroke but it was by myself in the home in my soundproof studio I said this is the end it's desert I'm waiting I was waiting for the tunnel and the light to show up and didn't unfortunately but said this is this time to meet my maker because I was thought I was gonna die. And obviously I didn't die I'm still here. But to cut a long, long story short, I was supposed to be at a meeting and my wife is expecting me she got a bad feeling and she asked a local police force to do a welfare check on me and they found me

Toby Ricketts

wow that's because the door inward isn't that right so you couldn't like actually get another reading a blog at the time.

Paul Strikwerda

I was leaning against the door it was just The ordeal to get it open and get me out. I was almost suffocating because I didn't have any ventilation in the room. Yes, very smart. Always have a studio with ventilation people because it might not end up well for you. But, you know, it took me about a year to get back to me, milk itself itself was a little bit weird and strange. And but you know, I decided I looked at life. And so you know, it's also relative or called fame and working for big clients and building a name for yourself. What's gonna be left at the end of the day, it was worth it. What's it worth is worth dying for the studio on the floor and gas struck for? And I certainly know, forget it, forget it, I don't want that. I'm no longer going to chase clients let them do the hard work.

Toby Ricketts

It's interesting, because when I remember when I read that blog, it was of special interest because I'm one of the things I do in my spare time is I'm a volunteer ambulance officer at the local ambulance center. So I go out and calls and I've, you know, gone to people with strokes and stuff. So I was reading it, I was kind of like fascinated about being a voiceover and that whole thing of the booth and like how that all worked and stuff, but you're so right that like when you're confronted with those life and death situations, even if it's vicarious, and you're just sort of present, you do have this whole, it just shifts you into this other level, this top down view. And you're like, what's really important, like, you know, it's really it's really refreshing and like things like I always wear my seatbelt, no matter how short the drivers because you just see things like you know, people didn't read the seatbelts. And it's just like that tiny little action makes a huge difference. And just like having your cell phone on you all the time. Like you're saying the booth you could dial or something. So it's yeah, that was a very interesting article. And it

Paul Strikwerda

was. So it's, yeah, go on. Go. Go.

Toby Ricketts

Yeah, so you you are you you primarily doing, like European voices, like Dutch voiceovers, or you called on to do different Euro voices? What kind of what's the character of the work you do? Is it character work?

Paul Strikwerda

Well, you're obviously talking to a character, but most of the stuff is, is interesting. Because it's, I'd say about 80% of the work I do is boring. Elearning which I tried to make interesting. And the most in demand accent is my what they call neutral accent neutral English doesn't really exist, but it's kind of you know, you listen to the voice and say, Where's this person from? I don't know. Is he British? Is he from the United States of America? Is it from New Zealand? No, there's something an in between land of weirdness that I have cornered that market for us. And it seems so if they want to voice that doesn't sound like Yankee or stiff, upper lip brittle solid like that. I I am called upon. So it's a lot of international business stuff. And lately, the pharmaceutical companies have discovered me and they think that I sound like some, some intellectual or somebody who can tell about the latest breakthrough medicine or therapy. And they sometimes they wanted to make more British more American, I can also do a Dutch accent or we talk like this, like normal Dutch people do. The Dutch people have trouble pronouncing the th this a decent death thing instead of this and that. So it was a talk to the client? What kind of poll Do you want to have today on the menu, I try to give that to them. And I'd say about 80% of my work is in English. And then about 20% is still in touch. One of the last things I did a couple of days ago was a museum tour. I like doing guided tours as well, because it's kind of a relaxed pace, and you take people on a journey. It's all about the journey, not the destination. And this is all about global warming. So it was socially relevant as well. So 80% is like that, that every now and then is the odd commercial. So funny when I when I first got my status on a very British, I was asked to be the voice of the Beatles musical to have a jukebox musical called Let it be. And instead of hiring a Brit, they hired me Dutchman to be the voice of the ultimate British musical on Broadway. Which is fun because the next time I came to New York, I was in the back of the taxi and I could hear my own promo, which rarely happens. So I do that too. I still do Attenborough a little bit. My impersonation is much sought after.

Toby Ricketts

Yeah, every job it seems on the beta places for eight and

Paul Strikwerda

a half. Yes, yes. Yes. Again, it was very fun because I'm one of the very few touch voiceovers that has had a national commercial in the United States. Not as me but as somebody talking. They'd like Richard Attenborough about Hawaiian french toast from IHOP the International House of Pancakes. Yeah,

Toby Ricketts

it's always fun and feels kind of naughty that like I've done national sports in the US as a American voiceover and just thinking that this I'm just in the middle of nowhere in the studio and New Zealand interest and like it's going out to every home in America to kind of

Paul Strikwerda

say about the imposter syndrome. Well, we are imposters, imposters. Exactly that's that's that's acting acting is being the good imposter, the best imposters get the the Hollywood Walk of Fame star and they get an Oscar. Yeah, the best liars are the best actors. You know. It's true that we get paid to lie because we're pretenders. Yes.

Toby Ricketts

So we're on the the VO life podcast brought to you by gravy for the brain OPI Oceania and you've interacted with Greg for the brain. Over the years. You've a very tight opinion of us. Why is that? Yes,

Paul Strikwerda

yes, yes, absolutely. This is a business about personalities and about connections, personal connections. And the first time I met Peter Peter Dixon and Hugh Edwards was at VO Atlanta. And I've always had a thing for the Brits, I have to say, Holland being close to the UK, me working for the BBC for an hour for a year, which is one of the highlights of my career. If you may say, I've always had a fondness for the British language and British drama. So I have this natural affinity for anything British. So I don't know what would have happened if gray for the brain would have been in Australia, Austrian company or German company with my mother headed off. But you never know. I like these guys instantaneously. I didn't even know what they were up to. Because who knows what bravery for the brain does? It's Yeah, well, it's a name even come from you know,

Unknown Speaker

it's a food company.

Paul Strikwerda

But it was makes for great puns because I wrote this whole story about my sidetrack here, but about my recovering from stroke. I ended with that God had different plans for me that it was my time to go yet. Cuz I was too brainy for the grave. That's pretty good. I love playing with language no matter what language it is. So we met and we hit it off. As they say over here, we hit it off really well. And then started find out what these guys were doing. They were often these amazing, amazing trainings. And really, what I liked is about they they don't seem to if I'm mistaken, let me know. They don't seem to run a get rich, quick scheme. This is really in depth training. That was not there to exploit you. Because there's so many other companies, as you know, that are preying on vulnerable hopefuls that think they can have a Korean voiceovers and if only you buy their Package, which includes 10 demos for free. They will promise you the world. And you end up on an island tried to get off and how did they get there? So so what I found is that this is a company that is really working in a very ethical manner. And going where others have not gone dig, they go deeper, more in depth and beyond. And they keep on supporting you no matter what level sounds like a commercial no matter what level of your career you are. But it's true. That this is not run by pretenders. This is with people, like Peter like you have huge resumes. So they're backed up experienced to better their connections, and they have formed this whole network of love above all is that, you know, colleagues become friends. And that's something I love about the voice of water in general, especially with the with the people that graduate the brain surrounds itself with, you feel like you've never seen each other. But you know, you have something wonderful in common. silliness, of course, because nobody takes themselves too seriously. Hence the name problem, which I also liked. They don't pretend to be better than they are. But it's just fun to hang around with too. And anything that's fun is makes it more easy to learn. So it's this perfect combination of being thoroughly intrigued, thoroughly entertained, but also educated at the same time. I think it's kind of the the university level of voiceover training, I honestly mean that run by the most ethical and wonderful people who also started this, this this voice of conference of one voice and One Voice Awards. And so I said, you know, this is something I can stand behind fully. This is something that I want to associate myself with. And I started doing that. So when, when the first conference was starting, he reached out to me and said, Paul, can you talk about it? Maybe you find it interesting. Maybe you want to write something in your blog about it. And I find it interesting. I wrote about it and people responded to it. And since then, every year when they have a new conference, we get in touch every year when they have new products or services. We get in touch. And it's kind of my way of I know it's cliche, but it's my way of giving back of how much these guys are giving us as a community, me as a person to tell you this, this goes beyond and I'm getting a little bit emotional here. But this goes way beyond talking about the business and voiceovers. Because when I was in the depths of misery in a hospital bed, thinking that it would never talk again, because that was one of the things the stroke did to me. I lost my voice, the ability to speak to emote even one of the first people to reach out to me and say, Hey, Hi, buddy, how you doing? Was you Edwards. And he's kept on doing that ever since every couple of months or so we check in with each other and say how you doing? And that has meant the world to me. So when you mentioned great through the brain, I will walk on fire for them on hot coals for them and do anything I can to help them and spread the message. And and

I can't say enough good things about them. Wow. By the way, this was not a paid promotion. Because I don't get paid by them either. When I write a stock is it's free publicity. But it's really us working together promoting something for the betterment of society. Yeah, because I think there's too many, too many people who are of ill repute, who take advantage of impressionable people. They are not, they are, as I say here, the real deal. It's true. I joke about it. But I think you know what I'm talking about, you know, just when someone like you being associated with Shadid with them as well doing this podcast series, with people who are all in some way linked to grave for the brain. That is a great tribute to the organization that they have built. And then they have this worldwide expansion as well. So they didn't want to keep it confined to the UK. No, the goodies must be spread all around the world. So in every geographical region, like the Oceania, you have grave with the brain for siano for aficionados. So you create more than just voiceovers because we can talk frankly, right, because what we do is is not really about voiceovers at all, I think it's really this discussion that we're having to this interview, it's not really about voiceovers, it's about living up to who you meant to be as a person, you know, about what makes life worthwhile and fulfilling. And for me, it's, it's wonderful if I can be a doctor in a script that will promote certain medications that can save lives. It's wonderful, but it's ultimately the people that you meet. In life, we have an impact on you. And you learn a lot about yourself through your voice, because you can't hide anything, the voice will reveal everything, whether you're tired, whether you just didn't in a divorce, or have gone through a stroke or anything, your voice cannot hide anything. Yeah, so we're very raw, we expose ourselves, we become vulnerable, we have to deal with criticism all the time with rejection all the time, you know, it's the uncertainty of making it to another week or another month. This really throws you back at who you are. And you got to be you got to be strong to survive as a as a one person business. And it's a lonely business, of course, because you're there in your new and improved studio. And I'm here in the middle of nowhere in Vermont, and not really anyone to talk to you about how buddies It's a lonely existence that very few people could really stand because we are social beings, we need water cooler conversations and be with one another. And you don't really have that unless you find a community of people that are like you that know what you're going through, then I'm not really there professionally, but say, Hey, how you doing, buddy? I hurt you were in the hospital. If there's anything I can do, let me know I can do it.

Toby Ricketts

Yeah, yeah. And the voice industry like I've I've been really struck every time I've gone to one of the one voice conferences, or or just reached out to anyone in voiceover is that there is this genuine connection that everyone in the working voiceover seems to have with each other. And we don't like it's a competitive game in a way. But I like the fact that when you wit someone, someone wins a job against you. It's not that they did better than you. It's that they were more certain they were more suited to the job. So there's actually any competitiveness is kind of faux competitive risk, because we're all just doing our best and sometimes we're not right for the role, and that's totally fine. And it's the attitude, I think that people need to walk into it with is that, you know, it's about making yourself you know, more appropriate for different kinds of jobs and, and but I I'm I'm fascinated and just I really love that I found this, this industry that does have so much warmth, and there's so much genuine connection. And you know,

Paul Strikwerda

there's so much unpretentiousness, I know it's not a word, but people are unpretentious. Exactly. Yeah. And because I noticed that when I worked in radio and I worked for this big broadcasting company in the Netherlands. And there were two departments radio and television. And both had nice people, but very different people. People in television were much more aware of their personality, because they were in the picture literally all the time, they were recognized on on the streets. And they became very recluse because they didn't want to be bothered by everybody. So they became not so nice persons, but always very, very aware of what they would look like how they would sound like and they did not become themselves and we voice over and radio people, nobody sees us, people only hear us and we're kind of the anonymous workers in the entertainment industry, the disembodied voices. So this, this whole thing about oh, look at me, and his big ego is not really here. A few big egos in the industry, but they deserved it. And rightly so they can, they can be proud of what they have achieved, but not as many as you find in the more visual arts. And that's what I always loved about the voiceover thing. The unpretentiousness of it all, said the end, you know, it's it. It's so fragile, and it's so easily forgotten. You know, people say, Oh, my God did a big commercial. I had to get used to that when it came to United States, people are proud of doing the commercial. And they said, Okay, great. You did a commercial for bathroom tissue. So what you know,

Unknown Speaker

put it on my gravestone

Paul Strikwerda

doesn't really impress me. While you know, it's a national commercial for bathroom tissue. Everybody heard me? Oh, well, okay, great. What do you do for mankind today? You know, it's, to me, it's very oriented about money, and status. And if you want to forget about your status, just get yourself a stroke. Nothing is is worth anything anymore. It comes back to the very simple things in life that make me going and probably make you go into because there's a reason why you do the EMT thing too. Because there's more to life than voiceover sorry, people. There's more to live in voiceovers? Yeah, absolutely. Yeah. And I do for one another. And that matters. Yeah, exactly.

Toby Ricketts

Yeah. And I mean, I think like when I was about to talk about, you know, advice for beginner voiceovers and coaching and things like that, and going on to your book, but like, when people are coming into the industry, like I say to them, this is definitely not a get rich, quick scheme. You may see voiceover artists getting paid, you know, a stupendous amount for one commercial, but they've spent 10 years getting to that point. And they've done most of that, because they absolutely love it. And they were doing it even if they weren't getting paid, which probably was happening anyway, you know, because I would I know that, you know, if I won the lottery or sees the need for money, I would still do this because I get such a kick out of it. And I think it has to be that way. And, you know, doing auditions, everyone should be fun. It shouldn't be a total chore. Did you sort of concur with that you've always found that gives you strength? And that's the advice you give?

Paul Strikwerda

Yes, absolutely. I have to laugh because it is something that makes you happy. And if you do, what you make makes you happy. You have a rich life. And that's, to me is the main thing is to have a rich life in more ways than just monetary compensation mean, I'm not gonna lie about it, I can make a very decent and comfortable living. So it's really easy for me to say, but I've been in the trenches I've, I've, I've been away during the restaurant. I know how hard that is. And so I really started from a big unknown to somebody that that is sought out by clients. And when you look at successful people, you just look at the result and not at the road that that took them there. It's like, you know, you go to a concert. I love classical music. And you see this wonderful classical pianist, make it seem seamless, easy to do, you know, piano concerto Beethoven, Brahms. They just that seems like, Oh, you're such a natural talent. But what we don't see is the many, many, many hours and hardships these people have to go through. I tell people, there's no success without sacrifice. Sorry, you gotta sacrifice you gotta want it more than anybody else in the world. Because otherwise, you're not going to get there. One of my friends is a classical pianist. And a new is going to be famous. You know why? Because every morning, he went to the conservatory, he didn't have a grand piano at his home. But they had pianos for the pianist. And he was the first one in line to be able to open that door to get himself grand piano so you could practice for a couple of hours a day. That's the spirit. That's the spirit. That's what you have to have. You really, really have to want it not something on the side. Not as some hobby or pastime, you really have to want it. And you have to know that involves much more than talking to the microphone, or pointing at a microphone, which you can't see but Hello. It's it's not about that really, at the end of the day. You know, that's only 20% of the workout. If I could do 20% of the work 100% of the time, that would be lovely. Yeah, all got to do the boring stuff, but everybody wants Should the fun stuff. And being becoming successful is having to do and wanting to do the stuff that you think is not too fun. But in the end could be very fun to like, attracting clients through writing a blog, you got to find something that really works for you. And that sets you apart

Toby Ricketts

from making videos, like making videos. And it's funny, you use the example of a classical pianist because I often say to like, one of my examples is like, people come to the Veyron voiceover courses in person occasionally. And people say, you know, when will I start making money from this? Or like, you know, when when can I expect a return on my investment? And it's kind of like, if you've just decided to start a new career, like in something creative. It's a bit like deciding to like, learn the grand piano. It's like if someone went to a music teacher and said, right, when can I make my money back on these lessons? They'd be like, Well, that depends on how much effort you put in how naturally good you are, like, you know, with the drive and determination, like so many factors. And I feel like with VoiceOver, they just expect to like I can read already. I sound pretty good. I'm basically ready. When it's just this this behind the curtain is so much more that people don't understand.

Paul Strikwerda

Oh, yes. It's the whole Wizard of Oz. situation. There's a lot going on behind the curtain that you don't see. But yeah, yeah.

Toby Ricketts

What was the experience of writing the book, like actually, like, what was

Paul Strikwerda

the book because it was really written? It's basically a collection of my old blog. That's one of the Okay,

Toby Ricketts

yeah, fair enough. Yeah. And I was I was, I was a bit like, I wasn't sure because it says making money in your PJs. It sounds like it's easy. Yeah. Were you worried about that title that it would say like, they would sound a bit too easy. And people would read it and think like, by the end of the book, they could be making money. Or they horribly disappointed, something

Paul Strikwerda

really silly and catchy. That was the only reason why I chose it. Yeah. And

Toby Ricketts

actually, incidentally, I almost always wear PJs, when I work at night, when I'm

Paul Strikwerda

wearing PJs right now, because it's bloody early in the morning. I just came out of bed. Honestly, that's no, that's, that's that's the whole deal about it. I had to find a silly hook that people would remember me by. And so they could do so like have a sustainable career in voiceovers or make $1,000 a month as a voiceover artist. And that was actually boring. The best things come out of the most silly thing. So I woke up one morning, I had to go to the studio didn't care to get dressed. They said, Yo, this is the best job ever. I don't even have to wear normal clothes. I can do this in my PJs. Yeah. Well, there it is, Mickey money your PJs. And I kind of addressed that in the first chapter as well, that is, in fact, nothing like easy money at all, you can do this in your PJs, and you probably will, and you should, I can highly recommend it. But, you know, you really have to put on your big boy pants and big girl pants to to make make a dent in the universe of voice RT. So it's not as easy. So it's kind of playful, I play with the ideas. And often, that's not a good quality of mine. But I mock people a little bit, I preach a little bit because I'm the son of a minister. I try to to mock people who want to make things look like it's quick and easy. And never is everything that you think is quick and easy never is. Because otherwise everybody would do it. Everybody would be successful at it. And it's not. So yes, my approach is really to be treating this very, very, very seriously. But with a lot of fun. I had a pleasure that I had a background in radio, which is not always an advantage after my my radio career has helped me tremendously as as a freelancer running the business as a business, of course, but also in the whole thing about approaching people in a business because as a as a roaming reporter, you have to talk to people that don't want to talk to you. You have to talk them into doing an interview, they have to do the interview. They have to cut and paste it and put it in bite sized pieces. All of these things come together as a voice artist, because I had to talk to lots of people who were not intent on hiring me. But I had to convince them like Mel Blanc, by the way, there's a nice segue. He he knocked on the doors of Warner Brothers for two years. And the guy who's hiring voiceover said, Sorry, we have all the voices we need. But he kept on coming back and back and back again until the guy who was in charge of hiring the voices died. Somebody else got in this place. And he said Mel Blanc. Well thank you know what, let's have coffee. Let's hear your voices. And that's how you got in the door. And the second job he did was the voice of a pig, which became Porky Pig. So you need this persistence, this kind of I don't care whatever the outcome is, I'm doing it anyway thing. Even though you know that everything depends on it. You have to work as if it doesn't. Because otherwise you become too desperate. You don't want to be too desperate. You don't all other thing you should Didn't do is invest lots of money and lots of expensive equipment in the beginning and, and this has become fingered as a lot easier to start in this business because you can buy a new microphone for two holida $100 Like the RODE NT ones perfectly fine. Voice Over microphone super quiet.

Toby Ricketts

And the Focusrite Scarlett series, they're incredibly good value for their sound these days, like go back five years, that was just not possible. So I know

Paul Strikwerda

it's been it's really been amazing how that has, how the technology has cheapened in the way. And so it's easy to get started. But you know, I am a frequent visitor of eBay and I can recognize a voice artist who has given up his dream. Post

Unknown Speaker

the package executive package that is online, it's like so focus, focus, right solo, some headphones

Paul Strikwerda

with a free pop filter.

Toby Ricketts

So you've got a new book coming out. You're telling me before What's this one making lots of money in your pjs

Paul Strikwerda

don't wear anything the naked voiceover don't find a catchy title yet. But some people said I should put my big fat face on the cover that will sell so a lot but I I was I was going to call it the self sustaining voice over because that's that's the big thing that I that I teach people advocate in my blog as well to become self sustaining. Sustaining career not just a fling. Sounds boring. So I gotta find something else. So if you have any suggestions, please write a gravy of the brain attention to Mr. Paul string for the middle of nowhere Vermont, USA. And I will get get to me straightaway and they'll give you credits. But it's really about what it's what it takes to become a self sustaining. VoiceOver so. So what's going to be is a couple of years ago, I noticed that the subscribership to my blog was stagnating. And I thought that I had reached the limit of people that I could reach because we have a very small community. I only have 40,000 subscribers, which isn't known to the big bloggers, but a lot of people who blogs, whoa, 40,000. That's a whole thing. But I want to at least have 400,000 and 4 million, why not $4 billion subscribers. So I said I had to tap into a new market. And I started doing micro blogs under the name of Nether voice on Instagram. And Instagram gives you about 2200 characters to write a story. And so I do a mini blog every single day about the business. So it's something that you can read in a minute. So what I'm going to do for this new book is just have bite sized pieces that you can reach read at the beginning of the end of the day or just in between me to take a break when you need like a vitamin shot in the arm, a little bit energy boost. But running a business about doing voiceovers about being a good person.

Toby Ricketts

That's a good idea. I often would need something that's like well, well my audio is processing or something I need something that's like yeah, like a minute long just to pass that time. So we're not just staring at a progress bar.

Paul Strikwerda

Yeah, cuz people's attention spans are getting shorter and shorter. So I tend to write these lengthy blogs that it takes us seven minutes or seven minutes to read. But I try to be thorough and so if you if you like the small parts of try to convert people to come to my website and eventually read my blog that's been working, I am tapping into a new and younger audience then the Instagram people are coming to my blog because they if you want to have a more in depth story, you can read the full story on my blog, but the short things I think I caught on to something there. And so the nice thing for me is that it's basically already written now the big trick about being a good writer is not being good writer bits but being a good writer you have to edit your own work and make it even better. So I'm in that process now selecting out of all the pieces that have had something that is not as voluminous as making money in a PJs because that is a chunk of a book because I noticed that some people let me get it here at this and self promotion

Unknown Speaker

app to screen to mess with

Paul Strikwerda

the scenery here.

Unknown Speaker

Oh wow that was candid.

Paul Strikwerda

always worked with very sturdy equipment. Exactly. But the best for me so Gobo for your life from GE ik acoustics you together you have a base panel like this then you have somebody that

Toby Ricketts

you can stand it up but like he did try a Japanese screen or something.

Paul Strikwerda

Exactly. Yes. So this is about is

Unknown Speaker

thick, isn't it?

Paul Strikwerda

Is very thick. It has too many pages. I pedaled this around for a couple of voiceover friends that I wanted to have the input from. And they said, Paul, this will never sell because it's too long. And look at the last page is 423 Bloody pages. Wow. Yeah, you could build

Unknown Speaker

and then a bookshelf out of those books I know. But

Paul Strikwerda

as you can see, there's a lot of whitespace. So like to make things in bite size paragraphs, but so my promise, my dear readers, my next book is going to be a lot shorter. And sweeter, I hope.

Toby Ricketts

Yeah. Like the short form, I think, like and I'm gonna subscribe to Instagram as well, if I'm not already to catch those blogs, because that sounds very interesting.

Paul Strikwerda

It's just easy. Add another voice and you'll you'll get something every day. And in fact, today I'm writing about the birthday of a certain voice artist. Oh, who is beginning it Surprise, surprise.

Toby Ricketts

You often blog on technology, voiceover technology, which is one of my passions. I just love technology associated with voice. I love helping people with the technology because like some people find it really difficult. And I just find it so easy and easy to explain that I just I just want to help people with it. Because I it reaffirms the knowledge of myself as well. Actually do to your article about the U 87. Microphones? Yes, I ordered one. And I hoped it would be here by the time we did this interview, but it's still in transit. But I'm really because I've got a u 87. here and I want to put them side by side. There it is. I wanted like absolutely, like do an article that that just like picks every detail and massive because a bowl accounts. It works really well. Right? Yeah. So I'm very keen to send fake so I'll send you my test results, side by side of the real thing. And those because like, it sounds like there's not much in it, which is interesting. But you've blogged the like, What's your favorite thing about studio sound is it mics, it interfaces, computers are the whole lot.

Paul Strikwerda

There's nothing that I don't like really, I love playing around with them. It's it just makes juice to toy around with things and have manufacturers send me free stuff. I need to get to know that thing too, that I that I that I'm on a mission to to educate my readers, and educate myself really because there's so much great stuff being made right now take for instance company like Austrian audio, which just came came out of AKG and Luhut. And I always loved discovering things that were not used by others. Because I if there's something I hate is that people say this is the inst industry standard, say must have the industry standard. Otherwise, you don't count as a voiceover artists. There's so much great stuff on the road NTG five in the short shotgun microphone is a wonderful like the for one thing is way better than a 416 of a cheaper two. So why not test that. And so I wanted to give people an idea of there's so much more than going for the TLM 103, or the MK h 416, or the U 87. So out of my own curiosity, I started writing about it. And then I got in touch with a guy who runs a big microphone database on the internet. And he now runs a company called Roswell audio, where he's making his own microphones. And as I'm trying to, as I'm talking about, I'm trying to think about the name of the website is a Big Mac microphone database. Anyway, he invited me to start writing for him and test microphone. So that's what I did. And this is a test for him and write stuff about it. I might as well do it for myself to put it on my blog. And that's what I did. And the nice thing is that once you write honest reviews, people recognize that and manufacturers too. And I tried to write about it in a non technical way because I'm not a George Witham who is one of the experts on home studio building and technology. I'm not a sound engineer like Uncle Roy, your cousin is or Dan Leonard, you know, those are people who approach it often from from the more technical side, I just use my voice over ears in my voiceover surroundings and say what would work what wouldn't break the bank and what makes this microphone different from other microphones? And what do I think would be a good bet for people? Because I hate I hate people spending money on things that they don't know how to use yet. Yeah. Or did they go broke on equipment that they don't even need? You know?

Toby Ricketts

Yeah, exactly like people buying UAV sevens because it's the industry standard. And it's like yeah, it's so overpowered in terms of like what you need and you also like the thing about like when I bought this UAV seven I was in my other my old booth and it actually it's it sounded terrible in that old booth because I'd like I was I had designed it around for 16 to a super directional all the soundproofing was on one end, but a cardioid comes in and starts picking up all of the room ambience. And it was just And it's one of those mics that's brutally honest as well, if you don't have a good space, it just does not sound good. So it was a real like wake up call for me in terms of like, you know, don't you don't just spend the earth and then it doesn't just deliver suddenly a great voiceover. It's like, that's when the work starts. And then you can you can go further with, I think, these mics and they're very dependable. But in terms of sound, it doesn't save you any money at all. Like it won't get you gigs.

Paul Strikwerda

And I suppose all your oils, that's what it does. Yeah. And so a lot of microphones are much more flattering. But now, what's happened since COVID, is that a lot of people have entered the market. They all thought, you know, this is the best job to be doing from your basement or your attic. So we've had a lot of new voiceovers, which I don't mind, everybody is allowed to chase his own or her own dream. But in order to separate the wheat from the chaff, some agents have said, well, you're not going to be added to my roster unless you have this and that type of equipment. Yeah, so people buy Apollo preamplifiers, and the whole package with a plugins and they have to have the 416 and the TLM, one or three and the UHD. Seven, and otherwise, you you're not on the map, and you're not taking your job seriously, which I think is nonsense. But it is kind of a badge of honor. And look what I can afford to I've landed. So on one hand, people can tell whether you're serious or not, but the equipment that you have. And so I had run into this problem because I had this wonderful shotgun microphone, called the Cinco de

Unknown Speaker

to omega Chai. I heard about this, the Pratik scored 156

Paul Strikwerda

US dollars, but retails normally for 250. And honestly, I can't tell the difference between the D two and 460. Maybe my ears are not refined enough. But you know what kinds are not listening on refined equipment either. So I think it's often a moot point. But so I was using that one. And I was landing big jobs. And nobody ever said, Oh, you you sounds like you're using a cheap Chinese microphone. Yeah. Yeah. But then it became time to get to a different space in Vermont now and I thought it would be time to upgrade my microphone a little bit. And I wanted to find another shortcut microphone and I ended up with this one. This is the Sennheiser MKH 8060, which is the successor to the famous 416. Very short one, two, I'm not going to unplug because you want me not hear me. But look this.

Unknown Speaker

Yeah, it's like half the length, isn't it? Yeah. Yeah, baby.

Paul Strikwerda

Those five things for me.

Toby Ricketts

More oh, five, I think the four or five they did a version 2.6. That was like, shorter. But, but yeah. And I think the longer the barrel is, the more the interference tube is the more sharp and the more like pronounced the HyperCard effectors. Yeah, it's just really is just like laser focused on you get, but it becomes unwieldy at a certain point. It's like once it's 20 feet long, it's kind of impractical. Now it's

Paul Strikwerda

out of the way, you know, when you do a lot of social media, you don't want this big microphone in front of your face. So yeah, it works really nice in this direction.

Toby Ricketts

I like this one in front of my face, though. This is my like, it's I feel like this this culture that's grown up in our microphones, like, it's the same reason that like Conan O'Brien, and they put a microphone on their desk. You know, it gives, it's a visual indicator of like, this is a microphone. This is what you expect when you see a voiceover and I've kind of like I took that and thought like, with my whole, like, Zoom background. I was like, let's market the space.

Paul Strikwerda

That's the background is that that's fake.

Unknown Speaker

I know. That's real. It's real. Right? Yeah. But it's yeah, the Fender Rhodes. I see. It is it's Fender Rhodes. Yeah, man. Do

Toby Ricketts

you play suitcase road? So yeah, play keys. Yep, absolutely. Yeah. And a little bit of bass on the wall there as well, somewhere fantastic. And drink whiskey in the background. So all my interests are represented, you know, around my head, along with a voice summarizing

Paul Strikwerda

all that's great for the brain is about you know, making music, drinking good whiskey and enjoying a nice microphone. Exactly.

Toby Ricketts

Exactly. Yeah. We better wrap it up soon. Because I mean, you're beginning to work day soon. And it's and we've succeeded

Paul Strikwerda

in the United States. Today, we sort of made the honor the the people who lost their lives for their country. So we got Fun and Games, because when America celebrates something, it's always fun and games, no matter whether it's Memorial Day or not. Yeah, so that means discounts in the stores gotta go to buy. Yeah, and we have parades. We have these poor veterans who are like 80 9100 years old, and we parade them around the town from making walk for a couple of miles. And at the end, they have to listen to speeches that never end and then they have to eat and drink again and buy stuff. That's the

Unknown Speaker

stuff is the rule. Yeah, keep it going. Keep it all going.

Paul Strikwerda

Absolutely. So on this Veterans Day, bye, bye. But here's here's one, here's one thing I want to do. Yeah. Because you've been so nice to me and give me all this time to to talk about myself and about Mel Blanc and all these things. So if you're watching this interview right now, and you think that what you've heard is Interesting and silly and absurd, but also, hey, I'd like to hear more or learn more. Please write to me, please. At Paul at Nether voice.com One word Nether as the Netherlands voices voice Paul another voice.com. reference this interview. And I will send you a free digital copy of my book, a PDF version, which is even after one even longer because everything I didn't put in the printed version, it's like 600 pages of of me. You can watch every aspect of the voiceover business. And I write stuff that people don't like to hear. So I can be honest, brutally honest. But fair, I think. But so yeah, pull it near the voice.com References interview, even if you hear this, that 10 years from now, 20 years from now, I will still be there. Hopefully, I can send you a PDF copy of the book for free just as a way to say thank you for putting up with me all this time.

Toby Ricketts

No problem. No, it's been a pleasure. Thank you so much for joining me and all the best with your your Veterans Day celebrations.

Paul Strikwerda

Well, my my father in law is a veteran, and he will be all dressed up and I will be applauding him. Yes. Which is very wonderful to do. So it's I make fun of it. But it's a serious thing too. I think that we should give credit to the people who put their lives on the line, you know, and we his voiceovers live such protective secluded life here. But it's not an easy job. But in many ways, it's a very comfortable job.

Toby Ricketts

I do feel like I have to gratitude is very important in this job. You know what you work hard for it, but you do when you get there, it's nice to really sort of you know, to to give thanks for it and acknowledge the

Paul Strikwerda

reason you and I can do what we do in our freedom is because we owe a lot to these to these people. So with all jokes, joking apart, I really, really mean that. I'm glad that have an opportunity a day to honor these people. And really, I think we should have every day a day like that where we honor the people who gave everything without expecting anything. So on this somber note, we have to say with Mel Blanc, that's all folks. Thank you, Toby. It was a

Unknown Speaker

joy. Thanks, Paul. It absolutely was Cheers. Bye

Transcribed by https://otter.ai

Interview with actor, director and teacher Jeremy Birchall about his role as voice casting director for Path of Exile

Join me for an in depth chat about the world of character voicing for gaming. What are game casting directors looking for? and how are you expected to perform in a character or gaming session? Jeremy Birchall is a New Zealand based actor, director and teacher and casts and directs VO talent for Path of Exile, which is an award-winning fantasy action role playing game with millions of players worldwide.

Here is a transcript of the interview…

Welcome to vo life my video podcast, which aims to explore the world of voiceover through talking to interesting people doing interesting things. And today's guest does some very interesting things. So I'd like to welcome to the video podcast during the virtual well done. Hello. Hi, Toby. Nice to hear. Absolutely. It's really good. We're pretty close in the world. It as it turns out, and I didn't even know this until I scheduled the interview, but we only live about 100 kilometers apart, which is quite amazing. Yes, it's a stone's throw. Yeah, you and I will probably actually do the trip down to Auckland every once in a while. But, you know, in this wonderful way, age that we've been in and COVID lockdowns we can actually work pretty much from home. Yep. So let's see a bit of a tech setup in the corner there with your microphone and pop filter. Yes, I've got the new Ultron which is the chaotic eyeball. ripoff. Interesting. Yeah, I've got to actually sort of weigh it side by side. But yeah, you can't even compare the price that is actually very cheap compared to exactly. I'm sure that like the Chinese can come up with like a hollowed out ball of foam at a pretty good discount. Yeah. $400 Us versus like $35, New Zealand. Cash and head and you find that kind of works. If you had to play with it so far. Yeah, I've had a really good play with it. Yeah. And I've just obviously I'm using condenser mic. So it's catching a lot of room sound. And I haven't set my my studio up yet properly up here in the North. But it was a good happy medium to find something that would actually just make the room have data. I was I was getting a few auditions coming through. And I was putting like everybody else once we don't have a full setup, I was putting the Dubai over my head, trying to manage the script at the same time. And you're getting that rustling sound. But yeah, this is this is the start of actually building it properly. Now. Brilliant here. And there's so many people I found, you know, doing the constructing home studios, even if they're not on the business end of the microphone, as it were like even for meetings and for, for direction and stuff like that. It's quite distracting having that whole, you know, ambience and rolling, the sound rolling around the rooms, etc. Because houses are very rarely designed for for sound. I've just gone through the process of designing. This is actually the first video podcasts on my brand new studio that I've just built up here at hempcrete, which is also on my channel, that sort of process of building it and the acoustics were a lot more challenging than I thought I kind of thought I could get away with a lot more than I actually ended up getting away with, which you can find out about on that playlist. But yeah, but but isolating from noise is such a tricky thing and just controlling that noise in the room. But it looks like yeah, that's a good temporary fix. Absolutely. And I did see some photos that you sent me of the studio. And I think it's looking pretty sharp. So I think also, because we work in sort of a steroidal, also cerebral but creative business, having a really good vibe that you're in that space is really, really important. Because sometimes it can be a bit stressful. And if you can just sort of momentarily take your eye away from from it and just go Oh, yeah, that's good. I've built this. And I've got this and this is a you know, nice helmet, Himalayan rock salt lamp sitting over there on the corner. That is making me feel good. Yeah, absolutely. It can be like, I remember way back to the actually the first episode of this podcast. And I talked to Susanna Kenton, who's a very talented international status based in Christchurch. And she was talking about how, like having a little sort of trove of objects around you in your studio, that means something to you, because it is like, you know, voiceover has to be an intensely emotional thing at times. And it's quite exhausting emotionally. So to have all those centering objects that kind of like, ground you is actually really important, I think so it's nice to have those little tones. I agree. I think they sort of ground you on a subconscious level as well. Because often we Yeah, I mean, it's a lot of breathwork the boys so you often get into a very heavy space and especially the work that we that I do. Often will we need people have brakes often. So go and walk outside, go and get some natural light in your eyes. You know, if we're doing 10 Page scripts, you know, via source Connect. Make sure we have breaks, make sure you go and get hydrated, come back into your room, let it air properly open the window. So yeah, the environment is really really important. So he was looking very sharp. It's looking very sharp. It's a little bit warm in here because the air conditioning goes in tomorrow. So until then, I'm just like opening the windows every chance I get getting the fans in but it's gonna that'll solve hopefully a lot of my comfort problems. Yeah, clothes optional. Yeah, exactly. So enough about me. Let's talk about your, your career as an actor, teacher, Director. Let's go right back to the to the start. And when did you sort of start performing? Um, yeah. Okay, so, I started I came from Mastodon and the wire wrapper. So that's a small town of about 90 and a half 1000 People never quite made it to a city. But my mum and dad were both in. In the arts. My father was an English drama teacher. My mother was a dance teacher but Back then, in those days, I had what they call a learning disability and undiagnosed dyslexia. But my parents saw, I wasn't great academically, I was okay. I was doing doing okay. But I wasn't really thriving, and you know, striving. But I did everything else outside of it. I did the arts, I did drama, I did dance, they saw how much I lit up. And I believe that my career in the arts is based on nurture over nature. There are things that I've had to understand that might be part of my nature, and they've helped me in the arts, and that we can get into that later on, on which I think finds me as a director now. So after spending many years it was 19. I went to drama school and applied for Unitec. In Auckland, and I did the inaugural year of that 93 And then it moved actually wasn't Carrington, or not Carrington. It was in the old television in New Zealand building off College Hill. And then we moved out in our second year to Unitec. That was an amazing experience, obviously 1920 I'm not quite a man yet. Even just navigating around Auckland City was enough by bus at that point. And I think the things they learnt from the Murray Hutchinson's the Linda Cartwright's, the Michelle Hines, the Sylvia rands, the Ilona Rogers, Raymond Hawkins is amazing people didn't really a sink into well in my 30s until I read, travelled, lived and I was like, Oh, that's right. They said that to me, or I was a child. I was a young man having an experience and but, you know, I still came out and managed to get work out of drama school. After two years, when I did children's theater. I toured the country for a couple of years doing that. I got my first film break in 1998 with a Miramax film called heaven. And that was an international cast that came to New Zealand. And at that point I auditioned for it was a Scott Reynolds film and auditioned for it and myself and another New Zealander, and Carl Oban got into that film. And that was sort of the start of my pure love for acting for camera. I mean, just the good old days when it was 35 millimeter, you know, like, the alone three and a half minute mag and UK okay, we're going to load a new mag and you know, every moment counts and film, it's expensive. And you watch the rushes you watch the rushes the day after they bring you a beautiful film quality in to see yourself. Yeah, isn't it like talking about how the technology influences the art and I like I did my training right at the crossover between like analog audio like working on tape on multitrack tape machines, right when digital audio is coming in, and the cool edit pros and the which is a precursor audition stuff, we're just sort of surfacing and I think like you lose something by not being involved with those arts as well because I also did a summer at a film company and they were shooting 35 million just that I don't know this this something like the smell of it or the feel of it or the vibe of it, but you do lose by shooting straight digital now. Like it was a lot more precious those tapes and stuff like it's just interesting how that affects the performance and affects the vibe of film sets, isn't it? I think also when a cast and crew come together watch the rushes there's a holistic nature to what we're doing at that point we're looking at it from all aspects we're looking at it from what it's going to be looking at looking at look like and post and it's coloring or so it's audio how things are going to come together and now we can just shoot shoot everything so much we can multicam things in HD but I was the same and there's a really interesting journey between digital to HD I mean the ugly digital stuff that that happened in the 90s the DVD and then there were a few people that were trying to still make films and 16 millimeter and even eight millimeter you know trying to actually still afford the I actually made a film an eight millimeter which we had to actually send the the films over to Germany to deliver I mean that will tell he sent me that pack right but that we were worried that was going through X rays Oh yeah, just give us that nice frosty like overexposed look but i digress anyway, so yeah. Like you I've I've had well, I'm I'm 48 now but I've had a very varied career throughout the stage and film and television. And I've had some what perceive as big breaks. And you say you've had your break and what what used to happen in those moments with our man you've had your break and it was like you made the first film. Something comes about. You don't come famous As you might make a little bit of money, I've saved my money, I always put a bit aside, because what was important to me was security, I wanted to be able to have what normal people here, which was maybe at home one day, and, you know, actually just have the ability to still keep doing what I'm doing and have the time to do what I'm doing. So I had the foresight in my 20s, to actually start that process, I bought my first house at 25. So created that security behind me so that now I can still have the time to do what I'm doing. I don't have to work too hard. But I can actually just focus my energy into my craft. And actually, you know, what, say no, there's a thing you know, for many years of my life of 2030 years, I had to say, yes, a hell of a lot. And some of those things I didn't want to have to say yes to, but we did, because we needed to make a buck. And it's hard to break that habit, isn't it? Like, I've definitely found that in the in the sort of latter days of my voiceover career that saying no to something that's like, under your budget nowadays, and you just, you know, it's gonna be trouble. It's more difficult than it should be, you know, you still got the instinct that tips for everything, you could just make this money in five minutes. You know, it's like, it's but it's still it's difficult to do that. I mean, there's a whole conversation we could have digressing into that for hours about the ethics of voiceover and what you might say, Would you do a voice of round up? I don't know, I wouldn't. But you know, if the money was right, some people would. So where's the line in the sand for you? I have got to a point where I'm quite happy to say I don't ethically stand behind that product. Yeah. And it's interesting to fit that, like I tell people to figure out that stuff before it comes up. Before there's $1 sign attached to it. So say like, right, I'm not going to do anything that's unethical, like to this standard, or, you know, whatever, and how granular you want to get and like I for example, I have a personal because I'm not a religious person. So I don't do anything that overtly tries to convert people to, to another religion, or to make people think a certain way. But then stuff comes up where they're like, you know, it's like a YouTube video, and we just want to show how beautiful the Bible is being read. And it's like, wow, but that like the Bible kind of is a piece of art, a very historic piece of art with with an angle, but like, you get into these things, where it's like, I said, I wouldn't be that kind of okay, and are here. It's tricky. Yeah, I think you just keep checking yourself. It got like that also across commercials. When I got the television programs, I was going up for judging things. I don't really care about this piece of art. But am I am I happy doing it. So anyway, I had a side career as a dancer, I danced for many, many years. There was lucky to my mum, my mum had a great philosophy, she said, you'll need as many strings to your bow as you possibly can in this industry. And I can once we get to a point of talking about directing, I can tell you how my dad's work helps me with that. As you as an audio engineer helps you as a voice that is, this is a really big conversation, I believe for up and coming voice artists or people who wake up to the fact of how their life has informed them to get to this point now. So yeah, I got another big break in 2001. And I got a cast in a sci fi sci fi channel's telling movie called riverworld So that one of the forecasts and that and that was signed for six series for that. And it never, I waited for a whole year for it to go to a series I was sort of on a retainer, and never, never went. So it was one of those moments that happened. And it's been burnt into my being as something that was just an amazing moment in my life and a possibility of a direction of going that way. But I went in another direction. And I met amazing people, I have the love of my life. And my you know, as my wife, and I have traveled with her and I might not be exceptionally rich and famous. But I am so grateful to be a working actor, voice artist and a person that feels that, you know, I have something to contribute. So my teaching has helped me with that. So I think bringing that I'm not an exceptionally famous person, to a group of actors and voiceovers and say you don't have to be you can be happy working. You can be a blue collar, working artists. You don't have to shine bright, you can just work and that takes the pressure off in a lot of ways doesn't it and allows you to enjoy the successes that you don't realize that you have as well. Like all those things that you have done, you know exactly, but just because you're not a household name doesn't mean that you haven't been successful in your art and it's not, you know, really rewarding and fulfilling. Absolutely. So tell us about your current role with Grinding Gear games and path So I want to sort of get into the mirror go straight straight to there. Yeah. Well, if there's anything that you think like built up to that, and well, actually, I think I will, because, in truth coming, the reason I mentioned that that 2001 scenario is the reason I got into voice work because it was not on my, on my radar is there I walked into doing an ADR session, that additional dialogue replacement session for that. And I think this is really important for people to understand that you never know who's listening. You never know where your next career might be notch from in that moment, I was just doing silly voices, I was having to do additional dialogue for my character, there was a whole scene, it was a huge scene, I had to reavoice because there was a lot of a lot of atmospheric, you know, artifacts there, there was the sea and then there was planes flying over. So redid the whole thing. But in the in the downtime I was I was there. I was I was playing with microphone, and being you know, and then being in the studio that much I was a young man. And she said, you're really good at that said the coordinator for that film. She goes, I'm just about to go and work on Power Rangers. Why don't you join the loop group? So for honestly, 20 years, I have been part of the loop group for Power Rangers, which is launched my voice career, just fill in some people about what a loop group entails? I assure so yeah, okay. Because I've got I've got lots of analogies for the sense just Well, what I want to choose which this like, four circles of attention, and no, I'm not going to use that analogy. I'll keep it simple. So the group, so if you're watching a film, and you're watching a restaurant scene, and there's a lot of actors in that restaurant scene, there's a lot of people in that restaurant, they have what they call, maybe the extras or the you know, supporting cast, you're shooting the main, the main people, they're having a conversation, we're recording that on the day. And it's very, very important on the day, the supporting actors, the extras are not talking overtop of the main actors. So they're mining. So if we're either working in film or television, we're adding that loop trek in post production. So a group of you know, 610 actors will then do a, sometimes an English or what they call international Waller. Or, we'll do you know, that is that that will deliver that with it. We'll talk in gibberish. Power Rangers specifically talks in gibberish because it goes to multiple countries. And we call that international Waller. And then that gets reversed on to different in different languages. And there's an art form to things can't sound like God, things can't sound like Allah, things can't sounds they listen to him. If it's something like Disney, they'll go through and listen to all the lip tricks. And if if there was someone out there that's going to use some fancy plugin to distill just the hubbub about find something wrong with it. So basically, it's like hubbub creation, isn't it? It's like, it's like custom hubbub. It is the loop group has more than just that. I mean with that when I said my dance career, I didn't realize this so many, many years later. And I said, that must be such a massive leap. Why, why your dance career has helped you as a voice as it's because I used to watch a lot and lots of stunt snake scenes and reavoice them. And time was the essence. So we've watched, you know, a minute and a half of a pure edited final lock scene of fighting. And myself another person, I'll beat him up him. And then we would just go watch it once and then voice the whole thing. Like that it'd be all in there reason I got good at that is because I my dance career can learn all the choreography very, very quickly. So I believe that was the launch of just being so efficient at doing it and saving time and money. Or let's get Jeremy and he's really, really quick. And then that's how I started developing. And I watched and I learned and I think that's really, really important. You just have to watch other actors succeed and fail. And I was going from one TV show Spartacus in the morning doing five hours of loop of pure light that's over then to maybe directing legion of the seeker or Power Rangers. So we were we were working really long days that voice and so two things you need to be very quick and you needed to be able to sustain your voice and that is that is a technique that you can learn. Absolutely. We're gonna work with a bit of voice health stuff a bit later on. Yeah. So yes, so they don't I've had many years of doing voicing and directing and look groups and ADRs. And films need to be at the right place at the right time knowing the right people that the phone call came said, We need a director for Path of Exile. So for those who don't know what Path of Exile is, you want to give us a quick potted summary of what the sort of the game is. Sure, it's been. It's been around since 2006. And it was in its beta form in 2006. It was fine. It was launched online in 2013. It's an RPG game, it's a roleplay a game. So there are seven player characters. And as a play as a player, you can choose a character, and then you go on this Fighting Fantasy kind of world where you are going up and having conversations with NPCs non player characters and getting tasks. And basically, it's killing lots of things and getting lots of loot for it. It's a very, very complicated game in its essence, but it's very simple as the enjoyment is simple. Yeah, the economy that surrounds it is quite like it. And I didn't even realize how much this economy is. But that the trade of like digital stuff in these worlds is unbelievable, isn't it? Unbelievable. And what I want to say also, it's a game. It's a microtransaction game, but you don't need to, you don't need to spend money to win the game. There's other things that are just artifacts in nice things, you can have a nice costume, you can have a pet, you can have all these things. So they started that game 2000 Sitting online that's now on Xbox One, Playstation, the PlayStation platforms. And we have PC year started off in PC. So we have perfect so which was the original game we have in development perfect. So two, which is a whole new game. And as well as puppets on mobile watching So and there's all these packs that come out out there, there's like this like, like, the old game, there's just like, there's a new pack that arrives and you just basically like it sort of upgrades everything and like gives you a new quests to do effectively, which is it's right, so we have a 13 week cycle. And the 13 week cycle is what I mean we've got a massive team and some amazing thing in New Zealand, we've got 160 Plus staff working on this game Summit, some in the studio out in West Auckland, and some from the remote places around the world as well. And so in some is a full time dedicated Path of Exile to and there's a full team dedicated just to Path of Exile. So what what people are playing at the moment is the Path of Exile game. So every 13 weeks, we're creating a whole new what they call league. And the league is basically a whole new adventure where you meet new NPC characters, yeah, you will then of course, embellish it your character and you'll be able to get support packs for that which could mean you know, or mystery box, which could mean you know, you're gonna get an amazing cloak for doing us and we have at one any one particular time that a million people playing the game. Worldwide, incredible that a million people anytime, is playing the game and listening to all these, these voices, because, you know, like with a 13 week cycle, I was just thinking, you know, you're effectively kind of you recasting every, every 313 weeks, so there's like coming new characters, there's a lot of creative stuff going on. It's not just build the game, and people play it. It's like, it's like those titles, like, I want to say like The Last of Us or some of those other big titles where it's like, you play this, this this path. And and that's kind of it like, you know, it's constantly just rolling, which is amazing for the creative industry. It is. And it's it's also creating new challenges. And it's timeline. So, I mean, I've been with the game for four years. So I've seen it, I've seen the technology change, I've seen the industry change, I've seen a lockdown, I've seen a pandemic and the process, and everything has had to sort of just keep evolving through it. So if we can't do one thing, we will find another way to do it. And also when you take 160 people out of the office, to go work at home, managing all those people to hit a deadline is as challenging. So say, Okay, we'll just let the fans know we're not going to release this month. And they can they can do that they're not the big boss, Tencent, which is China, which is owns about 80% of the game, as long as the game is growing, and is is obviously manufacturing a profit of some sort. They happy but we don't have a strict deadline on it has to be 13 weeks. So yeah, I mean, obviously in the first time when I started, everybody was going into the recording studio. We were auditioning in the recording studio, we were recording voices face to face writer myself, you know, facilitating directing and the voice artist in the booth. So from where I am now, we probably the we did probably 90% of that. And now we flipped it, we're almost doing like 90% source Connect, you know, 10% of people who haven't switched over the technology, I sit at home on source Connect Now, the beta version of source connect, and myself or the writer and another place and another writer, another place, and we direct the game, some and usually, our recording studio native will facilitate it, they'll get a really good quality of the recording. And we might have an actor who's in England, who is standing, who's at four o'clock in the morning in the converted wardrobe, screaming their heads off and worrying and the neighbors worrying the neighbors, I'd always check that I said, are you okay to do this sort of type of work right now? But um, yeah, isn't that just an amazing feat of technology and creativity, and go back six years before the pandemic, it wouldn't have happened. Like, it's really only come together in the last, like, people were starting to do home studios as it was, and then suddenly a pandemic just made it, you know, go go crazy. That's right, we recorded 20 actors, actually 19 actors in space of three weeks, all online. And that studio quality, that's amazing, most of you know, and that's, that's just fired out, then to the audio team Grinding Gear games, who then you know, we'll put all the pieces together and drop that into the, into the software. The thing is, also, we have an amazing thing called the randomizer, which means we can call we can take if you have a greeting, like hello, hello, hello, hello, hello, we'll take every single take and use every single tape, right? Yeah, because randomizer technology allows the player to be able to come up to the npc and have a different experience every time they come up to them that play. So the different voice exactly like that, it makes so much sense. Because you know, if you're playing this game a lot, you'd very quickly pick up that it was just they asked us a recording and breaks that spell that you're in a game talking to a real person, which is very, very simple and scary at the same time. Because of course, obviously you might be researching at the moment where technology can be going with deep fake and AI voice, which I think will be covered towards the end. But I want to get your thoughts on where that's going as someone working in that in that space, because you know that there's malware and went all about now. But dynamic AI, especially as they kind of get kind of exciting, as well as a little bit threatening to voice artists. So when you are so you do you are you casting the voices, as well as directing, and you're kind of in charge of voice, my technical sort of position is coordinating and directing. So the process goes like this on a day to day basis, I will get a brief about an NPC character. And then I will break down that brief on paper and take the important piece of information for the voice actor out of it. So a brief brief sort of synopsis about who he is, maybe, maybe the writer hasn't quite given us enough description of what the voice because I mean, if you say it's RP, received pronunciation, you're going to get effect as do their, their, their homework at home, and they go and work on their receipt, consternation, pronunciation, you'll get, you know, 400 of those and and sometimes it's not actually what they're looking for. So I have to keep going backwards back and forth to the writers and say, you have probably written this with someone in mind. You want to Liam Neeson, esque? Or, you know, are we doing a northern accent? Or is it you open for interpretation. So I've got to make sure I relay this to the the agents and the voice actors so that they can have a little bit of a window to sort of narrow that in or a bit of play. And I say, you know, I'll have to take to that. So, that brief has to have the accent, the age, the characterization and sometimes a bit of reference to what is going on in there for that person at that time, and then a very short amount of text. And then I will send that out to the agents and then we will get we will sometimes say we want a limited amount because they don't want to go through that make that much but as I said literally we were getting 400 At one stage and I then will have to be deceived meaning, sometimes, as you would know, something that can sort of disabled somebody's opportunity is the quality that they'll seem to through, because it's an audition of their studio these days, as much as it is an audition of their character. I think it's beautifully put. Because, yeah, I think it's, I'll speak very plainly. And that is that the beauty of actually, when you see somebody in person, and they walk into the studio, and their demeanor, and their professional work ethic comes very, very clear, quite quickly, and sometimes you'll just go, I've got to spend five hours with this person, and we've got 10 pages of script, I can't let this audition go through, because it's going to become very, very difficult for them to be able to sight read a lot of material, because we often will not have the scripts till the day before. And that's really tough. I'm trying always to get scripts out for voice actors early on where they can at least get familiar and they don't have to sight read necessarily. Yes, that's right. And I think there's fear, but it's not always the case and gaming, because the mechanics and the mechanics play a massive, you know, sort of what should I say they actually drive it more. So sometimes, then just what you want to have this narrative, it's like, you can say something, but it won't actually be feasible within the mechanics of the game, because the mechanics just drive, yeah, that everything is written around that sort of law. So I will often say, okay, the scripts change. And here it is, and you're going to the studio and we've got, I booked it out for four hours. So when you start adding up that kind of money, where studio time and my time and everyone's time, we've got to be kind of really efficient. So it's sometimes quite obvious of actors are very, very nervous, and I can tell that they're nervous, and I've worked with them before, then, you know, you can see that they're just not having a great day. And then some people just come through and blitz it, and have done so much work on it. And then on the day, when you get them in, they'd like, this is just not the same sort of work flow. So coming back to now how the mindset has changed into what a package is, as a voice, actor, artists, is the studio quality, the quality that you're outputting from your home studio, is is a huge weight in the decision making because actually tell you the truth. We were actually saying now, if you're based in this town, we will put you in the studio, but we won't often source connect you to another studio because that's going to double our fee. Like we will do it sometimes because we have reoccurring characters that come back, right. And good actors work anywhere from recorded people all over the world because they're working in different parts of the world. I remember trying to find a studio in Bournemouth and like in England, like I managed to find a one, you know, put it out there. And he just said, oh, you know, we've got a little, you know, Studio, you can come in here and he just he went in there and he was really apologetic. Oh, you want me just to we transfer it over? And it was like Yeah, that's cool. When it sounds really, really good. We've got the actor in there. We managed to make it work. But yeah, it's it's incredible. Now that we are just asking, have you got a home studio? Or have you got access now to get to the studio in Auckland, because we don't really want to who know exactly, and then it makes perfect sense as well. So I'm talking about like, the kind of things that people can bring to the role because like, I'd like for people to get from this like to basically make both of your jobs easier. Like people don't necessarily know what they need to do when they're auditioning. And you don't want to listen to a whole lot of stuff that's not useful. So it's like a different interest to kind of agree on like, what the, you know, what are the do's and don'ts of auditions? Because And is it true that you know, when you're casting stuff, you can usually tell within about five seconds. Like it's fairly brutal in terms of like this is either on the money or not on the money and then you'll get like a bunch of on the monies and then go from there, but like how you know, how ruthless is that procedure? And what can people do to improve the chances? It's a good question. Also, I mean, I definitely have an opinion over what's an amazing sometimes interpretation of the voice. I don't I don't ultimately tweet choose that at all that goes through a panel of three people, you know, so a team of people and I'll be really surprised sometimes of the vision and it's got nothing to do with honestly the the ability of the voice actor I'm going well, usually when I'm talking or teaching I try and tell voice actors that it's sometimes don't overcomplicate it by going against the stereotype. Always start working with the bluntest, the bluntest part of a characterization because, subconsciously, what we we do as an audience? If we see the physicality of a big man, if we go and juxtaposition sure, you know, you're going to have a nice little voice or a big man, but a big gravitas. Man bald, who might look, you know, you know, like he's just stepped out of the bush or the jungle or something like that would I think we can pretty much narrow that window down quite quickly with audio. I can't give you an exact example. But when you just go, that just feels right. It just is right. It's, I often find that it's not. It's so archetypal. That's, that is often what is chosen. It's not. It's not to it's actually your first instinct. Do you? I don't know. Do you work from instinct, as I as I've always had active work a lot from instinct. Yeah, absolutely. Like, intuitively, like, there's so much that you, you Intuit, once you have done something for the 10,000 hours, you know, because you've just seen it enough times and see what works to just go there straightaway. What I feel like has changed and is making lots of people nervous in this world. And I've talked about this in a bunch of different interviews is, is like the politics in the identity politics of the world is making like those obvious choices more difficult. Because there's more, there's like, and it's really tricky with audio, especially because you have to rely on certain stereotypes just for people to get things quickly. Like, if you want the sound of what what's, what's a good example. But like sounds have these innate qualities that we just associate with other things, and they become stereotypes, and that becomes the way of doing things. And so we've we've traditionally just so you'll use those in terms of voice casting, too. But like now, now it's it's trickier. Because like, there is all this, you know, we need to be inclusive, absolutely. Like the the industry has got to remain inclusive, and not just cast your friends or people that look like you. And so taking the kind of the person out of the equation, and just casting for characters, I think is is the best way to go. But like it has swung a little bit towards the other way. But I feel I mean, it's not that affected that you find that the inclusivity thing is, has made your job more difficult. Or I think, if you can change between the commercial factor of voiceover that you know, the radio, television, commercial factor, you know, this and I know this as well, it used to be you were very conscious of a voiceover that's a voice heard of eyebrow that's doing that kind of voice. Now, it's the everyday man. It's the anti voice now doing that, weirdly. Yeah, androgynous. It's like, um, this won't be so applicable to people that aren't in this country. But the Bunnings the Bunnings ads don't have people that are act as they choose people that work in the store to do it. And that's acceptable, that is acceptable to hear somebody that does not sound like a voice artist selling you a product. Now, how that sort of transcends now over into the character work is, I would say, how how we need to find new. Yeah, it's a hard thing to explain, but because it's transcended and fraught, as transcended now, through a movement of, of what we expect and to now the downplay of things. I do not know how to describe this, it's kind of rebuilt, it's way more nuanced. Yeah, yeah, as I say to you, when when three people have to choose something, I'm sometimes very, very surprised, because I say, I don't believe that voice would come from that big man or that that very flirtatious looking woman, and they're very good at writing writing characters for women, and the that go against type and I'm very, very impressed with that. And often it's been men that have done that. So they've been very, very clued and switched on about their players. When when we're trying to find character, and you've probably what I am, what I am impressed about sometimes, with people is the more than words is how the character breathes, and how the character size and how the character finds its nuances around just the dialogue. So that it's not sometimes just dialogue, especially with character work. It's the breath into the work. So it's, well, my, you know, I want you to go over here and I want you to do this. And that gives you a life around of struggle around the character, rather than as, Yeah, mate. I want you to just go over there and I just want you to do This now wants you to do that gives us no life. So we're always working towards creating something that feels quite real trenched in their world, I call it more than more than words, which is, you know, the breath, the effort, and everything else around it something that that is the struggle of the character. And then you aren't saying that. But we've had many discussions with people around around heroes and anti heroes. And when we're playing goodies and baddies, you're sometimes never going to approach. You know, Abadi, like, you know, up here doing all this sort of stuff. Yeah. And it's, it's comedy, which is hilarious, you know, unless it's juxtaposition, like, yeah, for doing that kind of thing. There's something that just has the light and the shade to something, and we're just varying degrees of light and shade and there. Excellent. Wait, you know, I mean, I, you know, especially in the Path of Exile world, we don't list their bosses and people who don't know what a boss is, a boss is just purely evil, there's just purely bad, bad NPCs and characters, a shade of both. And they're a shade of good and their shade of bear, especially in this kind of world of Path of Exile. So we've got to kind of always be walking that middle ground where someone can go into that very dark, or they're very light place. And it also, you know, the delivery on expositional material, because that's what it says its exposition all the time, there's very little subtext to what you're doing, they can be I mean, you can do that with the more than words for the while you know that, that tells you how you might feel about some, but you're imparting a lot of knowledge and a lot of information for the player, its exposition, and we've got to be able to listen to that a lot. So that is a huge factor and choosing an actor as well, you can be am I actually listening to this? Am I getting the information that I really, really need for an anchor, listen to it for a next, you know, three or four hours. And also, whilst we then go into the process of recording, once someone's chosen, they need to also be reminded that the listening ear of somebody that is learning listening to all material for the very first time, slow it down by 20%, don't don't don't attack it as hard as you actually think you're attacking it, slow it down by 20%, which then informs the character yet again, even more, once you slow start slowing faster. Yeah, I'm gonna even talk up here. All that to say, Yeah, well, you know, it seems like, I've got to actually, oh, you know, creating the more than word stuff in the air, or the little text, you know, really slow that exposition down, and it becomes listenable, rather than just Yeah. And I've always said, like, you know, in terms of editing works with having gravitas to read, but the slower you say things, the more though, the more important those things become, like and so if you want to, like, you know, transmit that that feeling of like this, this you need to remember this information then slowing that down, that, you know, because a huge way towards that, I'm going back to your you know, to talking about voice selection and exposition things, a few of the clips I listened to with Path of Exile, especially in the early days, there wasn't quite like, how much does being an unusual voice plan to it like something new, because at some point, I was like, gosh, that's an interesting accent and kind of pitch. And like, you know, you meet those people in everyday life, who just like, you know, you meet them and you go, Gosh, you for like, really interesting voice, not necessarily easy to listen to, or whatever, but it just stands out for some reason. And we've kind of been interested in that in terms of trying to, like hoover up certain traits to then apply to characters or apply to voiceover in some way. How much do you bias towards looking for different voices that aren't just like, I have a sword and going on a journey? You know? That's That was lovely done that was it really? That's right. Well, that's that's our heroes, archetypal voice, how do we, how do we find you know, there's 10,000 of those and how do we find I think the first thing to acknowledge is that every everybody has a unique voice, a unique tambura a unique delivery and don't, don't don't think you are anybody else. You are so unique. And yourself. Sometimes you're your first delivery of who you are. There's not like anybody else. You know, some people were amazing mimics and some people were really, really good at actually doing somebody else's voice. I think I think personally, there's so many factors in doing this kind of work. First, first and foremost when I personally approach this work, is the sustainability of the voice. That's that's the most you've got to talk about the practicality of it. If you know you're going in and you're using Glock old dots, like engraved gravelly voices or something does not sit naturally with you, you will probably not sustain it and you'll create no JAWS for yourself, and you'll have a whole heap of issues with that sort of stuff. So that will probably talk about vocal health later on. But that's the first thing that I would I would probably say to a doctor that came in and gave me something very, very unusual. Is it sustainable for you? Cuz we're going to work hard, and you don't want to feel at any point your instruments sort of failing. If you feel that in a session, as I've always said, as it's the worst thing, especially like 15 minutes into like, two or two hour session, you just say, How am I going to? How's this gonna work? And it is, so you're right to put the number one because, yeah, if you can't do it for that long, you can't do it. Like, it's, I think, and then I start seeing, I've seen it myself and I start seeing the actor, they start clearing their throat, I was getting it myself a drink, to seek it, and it starts affecting their work and they become very, very apologetic, apologetic, and, and we're New Zealand's was self deprecated we're the worst. We're professional self deprecated. So if we feel like we're failing ourselves, we're failing the whole world, you know? So we've become exceptionally apologetic. And that that wastes time in itself. We have to keep reminding each other, you're doing a great job. It's okay. It's right. Take your time. And you've got this. That's what we have to do as he is New Zealanders to each other. I'm assuming dealing with Americans and you know, other other people that are very brash, and what you see is what you get, you know. So that's, that's the first thing that I look at the practicality of it. The second thing is that is it believable, because texts text, when you marry text and voice together? Somebody, they I've heard some amazing voices that are so incredible, but I do not listen to the material that's coming through. I first and foremost, habits really collects in well, that's where that's placed, that voice overrides what is important, and that's the performance or the piece of the material. So that is, that is something that often will be as an instinctual thing where I kind of go, I'm getting hit with a voice. That is what is, is actually being demonstrated to me first, it feels like a demonstration. And it's not connected to material, it feels like a performance. Like you're not the person you're trying to be the person sort of thing. Yeah, that's right. That's right. And, and I think we have, we have a limited amount of truth than us. And it's just trying to find those, those slight slides of our voice, whether it's high or low, or you know, how it's elongated out, or the accent that we might put on top of it. And it's subtleness or, you know, all those little, you know, texts that we might have that make something really, really interesting. So yes, the those two practicalities first, as you know, is it is it sustainable? Is it believable. And then when it is connected, and mostly when you do believe it, when it's a really, really interesting voice, and someone brings you something that you I mean, honestly, we're working with a to two dimensional piece of paper or the character and someone's rendering of it. What are we taking from that? We had a character just recently when I taught this, so let's look at this character. Let's look at him. He is scarred he has lost his leg. He has issues he what what makes him he's got, you know, a mohawk. But he's got something about the curl of his lip, he looks like he's angry, does each carrier chip on his shoulder. So when we sort of say, well, let's give a delivery, which means you have a chip on your shoulder. I don't approach it just purely as a voice I go, What is this person's history. So you know, if that if that because I've got a chip on my shoulder, you know, that might just bring up my speed or everything that I do, or I have a wall that's in front of me, I think that input forms the voice. As the same with you know, if we go for the, the woman that might be flirtatious in any particular way that you know, if we're only looking just at an image, and therefore she's an adventurer, and then she is well equipped with the, the, the compass around to her band while she has a sword or she looks actually really, really prepared in life. She's not dirty as a person. She's not scarred as a person, what she might educated, educated, white collar versus blue collar that can inform your accent as well. So there's so much information that you can garner just purely from an image. And I think there's a lot of research just in that. That's really interesting, because I've you know, I've looked at images, but I've never used them to that extent. And I think that is such a useful piece of info to really like what can you pull out of this because someone has spent a long time in bringing this character to life like you say, apart from the brief like You know, graphically, and they're, they're incredibly skilled in their own way. So like borrowing some of that, and yeah, really pulling out little traits that you can add an affectation or a speech impediment or something that's going to sell it as fantastic advice. Absolutely. I think so too. And I think that's just what I've discovered by listening to, you know, 100, people give me the same thing, you know, and it's just and sometimes, also, you would know this to Toby that sometimes you've just got to have some tenacity. If you're auditioning, you've just got to be prepared to lose it by going, I believe in this, I believe who this person is. And that pays off that, that's what steps sets you aside from, you know, 100 other people, we kind of go, I believe in this. And if you can line up all those things, which is the sustainability, the believability and the character, the actual emotive content of the script. And also, you know, those you've really studied the image of somebody's artwork, and that they have given you clues and little breadcrumbs along the way. And then look, if we get into the deep deepness of the real art of where you come from as a voice artist, your experience in life, and the people that you meet along the way, that person reminds me of that I that person I met in England, or that person, I'm in Israel reminds me of this person, and then you start embellishing these characters with people you actually know. And, and all the things that you studied and things that you do. And it's a beautiful, beautiful thing about getting older, you know, if you've become a student of life, you watch, and you look at nuances, and I've heard some incredible, not just voice that people have incredible voices and just ways of being and you go, Wow, I'm just going to take a little bit of that sometime and then injected here, and some character somewhere. And that makes Why believe that makes it believable, because that is your own personal experience being translated into the work you totally makes it authentic, like, totally authenticity these days. And VoiceOver is like, it's really swung from, like you say, from like, the, I know, the the old school like, I always use example, the Harvey Norman ads or like the voice where you're trying really hard to do that voice. And now it's just a complete opposite. And they just want to hear real people doing real things. And that's, that's what people connect with, you know, it's so interesting. The antihero is that 33 words in 30 seconds, it's now you know, 15 words in 30 seconds in slavery. We want to feel life as accessible. And with, with we've talked about so many things like we we've talked about 35 millimeter, which was, you know, so expensive to do to the point that we can just record and record and record and record, we can make movies, now we can make things from our home that are just so incredible. But do we do it has the technology made us better at making, I mean, we've got studios that are better, we could make albums out of stuff, we could make platinum albums of stuff, creativity can never be replaced. Genius can never be replaced. But discipline also is something that needs to be taught and learned, you know, especially, you know, you strike me as a person who's very disciplined, and you want to learn, and you want to better yourself and your craft, and you're not afraid to sort of throw yourself into that. And I really admire that, you know, I could take a bit of what you do, and to my life, and not afraid to say that. And I think that's we can all learn from each other. I mean, I think the future in the technology is what's going to be coming out of people's bedrooms is going to be just incredible. You know, I think I think Hollywood and I think, you know, the gaming companies and all these things must be scared on so many levels in regards to the revenue and their worry about, you know, I mean, you I don't watch television, I watch YouTube channels, you know, I watch, you know, monetize YouTube channels, and I love it. And it's because I'm watching people renovate French chateaus in real time, and I'm watching the seasons turn into the spring and, you know, the challenges and that is amazing to me. Yeah, nothing replaces a good idea that, like you're saying, and a well executed good idea. That's, you know, that is and that's like, you know, when you're coming up with the characters, it's exactly the same thing. It's an idea and and like, yeah, you know, take so much from that, that whole, you know, idea of, of getting all the things in a line and then adding real parts from your own life. Like it's, yeah, that because you hear so often that people talk about life experience being so poor, it's so important for the end. And that's the reason why it's because, you know, you build the set of you know, you make a patchwork quilt, animal is interesting fabric that you've come across, and you end up with a really interesting blanket as opposed to like a white cotton one that you could find farmers you know, well as I said to you, I think when I was 19 and 20 all those tutors, those amazing people that I had, it didn't hit me twice 30 Here information because I'd had life I had fallen in love. I've fallen out of love I'd had all these things in experiences and you know, just meant so much more you know Cool. I know we're kind of reaching the end of the hour. But we've got I've got a few more questions. And if you're right, you're up for it, we'll go into it because we just this has been such a great chat, when the first thing you noticed there was voice health. And you know, and it is challenging for the voice, I mean, character voicing, I've, you know, done a lot of a lot of commercial work, it's kind of our set as the commercial sort of corporate end of the sphere. I've done a few games. But the games I have done, I found really quite challenging from from just a, like the athleticism required from the voice because you don't really get that in commercial because you're only doing 32nd reads, it's usually just kind of like a radio kind of voice. And it's not, it's not finding the edges of your voice, which you have to do. You know, it's more like 100 meter sprint, the character stuff, like, that's the same kind of like trying to find the edge than it is, you know, doing the comfortable reads. So how do you sort of help talent with that, like the length of sessions, shouting is a big one for me, like I basically, I just refuse to shout these days, I haven't, I haven't actually done the work to learn how to shout. And I know that that is a thing. And I should actually do that, because it pre broadened my, my abilities. But what's your, you know, advice for length of sessions and shouting and stuff in terms of voice health? Look, this is where I've cut my teeth since my 20s, you know, trial and error. And also I had an amazing singing teacher who trained at the Boston School of Music. And they were in the good old days back in the, you know, a few decades ago, they used to put cameras down singers throats to actually look at the mechanism of, of the vocal instrument. And so she imparted some incredible knowledge to me about rotational body technique, and of the engagement of the body with the voice. And that has sustained me through my career of 20 something years now, in vocal health, I've not I've, I've lost my voice from using it for maybe six or seven hours of pure shouting and screaming and Monster work. But the recovery is quite, quite quick. That I think to, to put in its simplest terms, it first is to actually think that your body and your voice cannot be separated, they are together, they are, they need to be engaged. Regardless, if you're just sticky lating through your 32nd Read or you're doing commercial work, or you know, you you turn your head or you have a way of doing it, you're engaged physically and in some way, now you take that to the extreme we work on, you might work on one side of it, I work on the other extreme, which is pure, you know, wow. So lots of periods of time, you will walk out of those sessions. If you if your body is not sore, then you have not worked, you've worked with this not interesting, it's to do with the lateral muscles. And it's to do with a rotation of the body. And it's to do with the position of the body. Now, what they did is when watching singers of different sorts of disciplines, whether that was rock singers, they would analyze their body positions when they were achieving certain notes, as so that they knew that if they went into the jazz bars, that when certain singers were trying to get a certain tone and a certain sort of feel about it, they were on the front foot relaxing the larynx of the throat. And when rock singers wanted to hit the high note, they would hit the back foot, they rotated the microphone down, rotated it down, turning the lateral muscles on, and they're going back into the back, you can watch rock singers who do it, the ones that lose their voices, and they're not, they're not very good at it, they'll lose it throughout the gigs, but the good ones will go on the back foot on the high notes and sink down and rotate the microphone down. And then let the note go. So when I go on to do a Spartacus session, or I go into the Power Ranger session, if I'm engaging in that kind of work, monster work, I need to go what first and foremost, I'm looking at the script or the you know, my cue points, what specifically am i doing and where does my body position need to be? And what kind of how am I and what am I engaging in hence the dance training tense hence the dance training is pretty important and the mind body and spirit is very very connected and whatever we do if you can align everything up and understand that we are doing it you know we can can do great things. So yeah, it's it's very important I think to to just engage first and foremost, your mind and body and start experimenting with this kind of work shouting is is definitely something that you need to engage your lateral muscles in your back muscles and doing if it's not you're going to work this part of your body and then you will lose it are very quickly and you'll start getting Flynn build up our flame, there is the first, the first sign that your throat or your voice is trying to protect itself. So it's creating a layer Kotova then if you do, unfortunately, do it incorrectly for a long period of time, you can get nodules on your throat, and they will have to be they don't, they don't often turn into being cancer. But they can do they just have to be surgically removed. And it takes a bit of time to heal from that. Yeah, I think also, this is the kind of work that is on an individual basis, because everybody holds certain tensions in their body. And breathing meditation work releases a lot of trial, hard childhood traumas, it's incredible when I work with students about how much trauma or you know, relaxation, or lack or how much they bring into the studio with them is quite a bit of baggage from everybody, you know, and when you start doing this kind of work, which is very, very heightened, and I've seen actors completely fall on the floor and pass out because they've, you know, they've reached their physical and their mental capacity of doing that kind of work. Yeah, it's fun. And it's, that's why there's so good. Well, hence also why like, it's so important to really align yourself with the character that you've created and bring Authenticity to it. So it feels like a natural thing to do rather than forcing, like, you know, to do something. And I mean, is it something that you build up over time physiologically as well, rather than that, as well as mentally but like, is there a physiological limit? Because I feel like I you know, if I shattered all the time, I build up a tolerance like I look at like, you know, vocalists like Zack de la Rocha, or someone from Rage Against machine who just literally is Korea is screaming, and he seems to be able to sustain it. And I'm just like, I can't even do that for like, you know, 10 seconds without him suffering the consequences the next day, and there must be a kind of a physiological component, I would think as well. Yeah, I think it's, yeah, it's called get the check, like get the check at the end of the week? Yeah, well, it's kind of like that. I mean, when we were doing it, like, you know, two or three times a week, and we were suffering, we had to, I mean, some people just do it instinctually. And they they go, this is how I sustained it. And it becomes, you know, written into your body, you immediately know how to turn it on and turn off. And like I do now to that is just like you, you would probably if I videoed you doing a certain type of work, or a certain type of accent, I bet I could probably pinpoint different physiologies of where you turn your head or the nuances of that sort of stuff. It's not it's not even, it's subconscious now, yeah, and for different accents as well. Like, it's like, you know, each person has a different posture sort of thing like it or whether you're, you know, you're talking about the side of your mouth, or it's, you know, and that's really interesting about the voice placement. But the Yes, I agree, I think I think, you know, it's becomes eventually a cerebral point, that you start here and you're going, I'm failing at this, okay, I need to sort of start working this better. And then it becomes into your body. And, you know, it's like, I know how to do things that I haven't done this to three or four months, but I know how to do cross Brain Stuff. It's near in your body. It's like a cricket, cricket player, you know, spare pick up a ball and throw it directly in a wicket. It's the same as playing sport. So you asked to learn? Yeah, you'll learn how to how to form those postures and protect your voice, I suppose. Yeah, yeah, lateral muscles, you know, your, your glutes and your posterior and all that, you know, it all just sits in the right place. Cool. It's very interesting. Couple more things. One related to that last one exertion scripts, because I've always struggled with, like, everything ends up just sounding like sex noises. And like it gets, it gets kind of embarrassing and kind of like you're like, climbing a rope running, jumping. Like, there's what actually differentiates those things together? Are there any like, I mean, there's hilarious moments. I'm sure you could recount from exertion sessions. But like, is there any advice for exertion sessions for people that haven't done them before? Yeah, I mean, I've done lots of different TV shows, where we go and do fight scenes and they will sound like an orgy and an orgy that sounds like a fight scene. Yeah, and that's, that's hilarious. And then someone will point it out and then we will have a bit of a laugh about it. I was actually I was the lead actors, writing and efforts double for a whole TV series. So he was too busy to come into work. And do those those parts of the post production so I was employed to be his writing. And that sounds like when you're riding a horse, it sounds like you're humping somebody. Honestly. Ah, you know, and you shouldn't get paid for this. It's kind of weird, isn't it? Yeah, it is amazing isn't it is strange. But then also, I've been in a session with 10 actors, male and female and we were voicing an orgy for a specific show sword and sandals show show. And then And no, this just sounds like a battle it sounds like strangling somebody. But it's six and data not that dissimilar joins out there. Yeah. Plenty of embarrassing moments for sure. Yeah. Especially when two people you have to walk up with another woman in the UK or other people around you. counterpart. And you're going What do you do just sick, you know, voice the 16. And it's like, getting paid for this. This is so weird. This weird of all with it. You go. I wish they were streaming this? Because this is really interesting. Yeah, exactly. work. So I don't know if I can answer how you'd make it better. I think it's just yet again, also this kind of more than word stuff that's happening around at the effort stuff is going to be based on truth reel, you obviously if you're playing the the screen back and you're doing it to the perps, and that sort of stuff, you were actually looking at the technicality of actually just dropping it at the right time. You know? Yeah, exactly. Yeah, yeah. Yeah. For games, you know, usually, it's like, you know, fire climbs, like falling. noises, I was just amazed at the variety of death noises. It's like, you know, death by falling from 50 meters death by falling from 10 meters. Tell you the whole gamut of them. So you'll go okay, we just want to start with 12 Attack sounds, defense sounds, then screaming sounds, three second screaming sounds and then the screaming sounds that you fell off a cliff. Now there's a difference between being thrown a falling off a cliff and throwing off a cliff. So you go, Oh, that's throwing a falling off Cliff then getting thrown off a cliff as someone threw you like, it's a surprise. Yeah. suicide death. That you are impaled on something. So oh, man, and you want to do very good. People are very, very good at it, then there are actors, and it does worry me, when they say I will not do it. And they tell me after their cars. It is tricky, because I know that their voice is their instrument. And I be as respectful as I possibly can with that, and we don't push it as far as I say, what is your limit on this? Can we do five can we get five screams you know, but I think also, that's really, really important. If you're going to this kind of gaming work there is there is this kind of work that has to be done around your character stuff. So you will have to be essentially, if you are cast and this sort of stuff to try and be as transparent as you can in regards to what you might or might not do. But be prepared that you will be asked to do these extra things often at the end of the session. We do 30 seconds of sprinting another 30 seconds of being sprinted by being chased. You know, in that very lightheaded on the floor of the studio after Yeah. It's basically I mean, if it's if it's like if someone's got a studio breaks or something where they've like, walled themselves, and I've like heard of voice actors who just like, by the end of it, they just drenched in sweat, there's water running down the inside the mic starting to fail, because the humidity is too high, it does get a lot more intense. And I think most people think, absolutely, you're soaked and you've got to keep yourself hydrated. But also if you're a good director, like have you ever personally either been a voice actor, so I know what actors need in regards to breaks. I have to say we're taking a break now guys, so come back in 10 or 15 minutes, overly afraid just to say, hey, look, I need to get a warm cup of water, a break or slip out for a bit and it makes so much difference. Just don't talk during your break. Don't call anyone. And if you're Australasian, we used to say self deprecating you Okay, yeah, yeah, I've got good. Yeah, let's go on. And then of course, start to fit in the work. You know, it does just just oops, okay, yeah, we've got five hour sessions. If you're looking at the time and you're getting, you know, four or five pages. It's fine. Yeah, exactly. And that's all good. I'm feeling a bit like there now without the air conditioning in my studio, I'm displaying it almost strange. But when one more question, something we touched on, and we'd said we'd cover is the the role in the future of of AI in games because like, you know, it's all very well recording, you know, going in the recording a stack of lines, because you want to cover every eventuality, especially like for triple A games, which are kind of like they're not, you know, roleplay games, they're kind of on a course. And there's all these people you have to meet in this like in this there's all these different eventualities. Obviously the ultimate would be to have like a, what they call the digital first AI Whoo Hoo, a dynamic AI so that, you know, basically a chatbot within the game can come up with new lines every time, like there's no limit to the amount of new stuff they can come up with, and then voice it within the game. This is kind of, you know, this is kind of in the, I'd say, sort of two to five year out, is there anything that you, you know, think that AI will change games or change the voicing for games? Do you think like, you know, main characters and NPCs will still be voiced by humans? Or when you're excited? That's a really challenging question. Because I want to say no, I want to say that the authenticity of of that of and the emotions that a human being can bring is, is always going to be very, very important. But the technology is so good now that within I mean, I think you might know that Adobe Audition had had released a piece of software that could deep fake someone's voice so I can take your voice. And then I could speak through your condenser mic, and it would replicate your voice. Now they pulled it the they pull that technology immediately, because it was obviously very, very dangerous. Because I could get, you know, Joe Biden, exactly, yeah, becomes very problematic, very quickly, cancer exceptionally problematic with their technology is there now. So that's, of course, the scenario of a human replicating and other humans voice. I believe that we will get it so good. It'll be it'll be based on the engineers ability to create nuance within the software. And the decisions that will be made. Eventually, I'd say within 10 years, the AI will be able to replicate the nuance of human characteristics and contextually pulled out from the script, possibly, absolutely. My game will do. Yeah, and I mean, everything that is happening right now, in our technology, whether you know it or not, is being recorded as being observed and filed. And I'm gonna say it's ripping me off. But it's it's an it's, it's studying human beings. Yeah, data is there isn't that? Yeah, that's what we deal with. Yeah. So the big question, I think it's another really interesting thing, what, what, what do we, as voice artists have beyond this technology? And where does our creativity sit? Beyond all with it? How, what are we going to do with this technology, that that, that helps us and what other forms of creativity are beyond gaming beyond voicing, commercials, documentaries, you know, trailers, whatever. That could be our future work. And because I believe people, people will cut corners, and I believe they will cut costs. I think that is something that is part of the paradigm not too far away from here. Yeah, economic incentive has always been the driving factor in the past isn't that so slightly, and there's voice banks, I mean, you know, this now working in audio engineer, we can go into grab 50,000 variations of somebody screaming or a baby crying, we can just search on those voice bags, and then pull that piece of information. We don't need to bring somebody had to do that. Now. We can just pull those libraries together. And within the software of editing, what we can do with that we can stretch things we can, you know, record things at 96 kilohertz, we can drop things down we can. It's fascinating. It's so fascinating, and I am an already terrified of it at the same time, along with the rest of us. Yes. I think you might feel the same way. I don't know what to perspective on it is, yeah, what do I feel about? I think I do think that there will always be a bit like how vinyl records have come back. There will always be a place for some voice artists. But I think that like, especially in the areas, I mean, even like, you know, starting today, there are so many areas where you probably don't need a human to read it out. Like you know, those those kind of travel announcements and things that are purely transactional, or, you know, they don't need a motion they don't need just need the words in the right in right order. And it's bespoke each time. So it's, it's kind of impractical to have someone you know, voice every possible, you know, think it's just like, you know, Siri and Google Home and stuff when you when you say, OK, Google, they, you couldn't have someone record that script, because the script would be infinitely long. So like, there, it's interesting that AI has had to AI voice has had to, you know, rise to create that technology. And I think there's probably other areas that we don't even realize exist yet because we didn't realize that was the thing five years ago, and yet it's just it's everywhere. It's completely you know, yeah, it's just in our faces all the time. So it'll be a very interesting area. I like to think as well like you that there will be parts that can't be replaced and and, you know, I've got these these beautiful stereo monitors that I got a long time ago from like, 1976 and they sound better than the ones that I got from like a couple of years ago. And it's like, because they've improved on the technology. But that's not actually what we want. What we want is like the soul of those old speakers, it just sounds better because someone put that much more time into it. And it wasn't designed to computers and stuff, it's just got this kind of vibe around it, which I'm not sure I can get vibe yet. Hopefully, they can't replicate vinyl DNA because it has a lower frequency. Because yeah, and just all like I've had a previous life as a documentary filmmaker and photographer and like, the old lenses are the best because they have these inbuilt floors, which change the light in a certain way, which the new lenses look totally flat and clean and perfect. We don't want perfect, we want color. And we want something that makes it different to reality. And I feel like that's kind of why, you know, old vintage lenses are sought after an old vintage monitors because they add this color that you kind of can't fabricate in a way. So I'm like shooting on film. You know, going back to the interview, you're shooting 35 mil, it has these, these very subtle things like when stuff moves across the frame, there's that blue there, which you can simulate. But it's also got like when you stop filming, and it starts blowing out all of those colors. Again, you can simulate it, but it doesn't look as good as the real thing. So yeah, I think this is a really interesting conversation, and I need to think about it really deeply. And I'd like to have conversation about this technology, you know, sometime in the future with you again, and see how much because things got so quick, so fast. So like, I can't even keep up with it. Exactly, yeah. So they just just saw that the other thing they've just saying that they're trying to release the digital wallet thing. You know, that's, that was just in stuff the other day, you know, we're gonna get Yeah, this is the biggest thing that was since airpos. They said, By the way, everything's going off your card now and your phone your phone. Yeah. And then what's the next step? The chips in the wrist? That's what it's gonna be. Because yes, because not everybody in seven generations, they're going to be very good with their phones. Yeah, exactly. I know people lose their phones all the time when we put your money in your ID and everything. Well, it's great. Absolutely fantastic to talk today. We've covered a lot of ground and anything that we didn't cover in the interview that you wanted to close off on. No, I'm I'm a I'm a typical Kiwi self deprecating. So, you know, I'm a sensitive person. And I think that just really works well with my career and what I do and also you know, hey, with the with ai, ai will never be sensitive. We'll never be as funny. We'll never be as deep we'll never be as as flawed as we are, you know, and that's the beauty of how you go, Oh, well, it's me so flawed. The future that's why we're such an amazing big A arguments are more flawed than newer, real and flawed. Toby. Lovely to catch up and you're doing great work there. Cheers.

A chat with Juliet Jordan from 'The Voice Business'

Juliet Jordan, JJ,  has been a voice artist in Australia for over 35 years, being represented by RMK for most of that time. She's now started a voice training company and online voice agency and is representing New Zealand and Australia at The Open Voice Network - set up to represent voice artists' interests within AI voice and TTS development.

Toby and Juliet Discuss many topics including:

How the VO business has changed for Women
How Juliet got into acting and Voice over
The link between psychology and voiceover
What’s the state of VO in Australia
Some of the key things about delivering great voiceovers
What is AI voice or TTS or speech synthesis?
How we can prepare for the this new voice world

Transcript of the interview:

Toby Ricketts

Welcome to vo life presented by gravy for the brain Oceana with me, Toby Ricketts. This is the voiceover interview where I interview people about all things. Voiceover And we have a good old chinwag about lots of voiceover stuff. So if you're a total voice nerd like we are, then strap in, because it's going to be a great chat today. I'm very excited to introduce Juliet Jordan, who has 35 years experience in the Australian market has been a voice with our MK for for many, many years. Now, heads up the voice business Comdata you and voice over.com.au as well. So we're gonna ask about that coming on. bookbound Welcome to the show where Julie Juliet?

Juliet Jordan

Well, thanks very much, Tony. I'm looking forward to it.

Toby Ricketts

Cool, fantastic. Now, it was a belated Happy Women's Day because it was a women's it's still women's day in America. And I wanted to Yeah, obviously wish everyone a Happy Women's Day. But start off with a question of how in Australia has been a female voice artist changed over the years? Has it changed?

Juliet Jordan

Well, actually, it has, because advertising seems to be using a lot more female voices than they did when I first started. I was in the business 35 years ago when we were slicing and dicing things. And it's fantastic. Because obviously women are being encouraged to to show up everywhere. And I have to say though, I've got one proviso that the thing of having one day to celebrate women doesn't quite cut it. I think we need to do better than that. Exactly, yes. Voiceover women in voiceovers, women are very much seen as the voiceover of trust. Particularly, it's interesting to see what's happened to voiceovers and the types of quality of sound that are used for women and adds after the pandemic or during the pandemic, a lot of more mature, calm. The sensible sort of woman sounds and have been utilized extensively in advertising recently.

Toby Ricketts

That's very interesting, isn't it? Yeah, there has I've definitely noticed, and that there's been lots of sort of comments over the last sort of five, probably to 10 years that there has been much more, you know, of a trend towards using female voiceovers even for things in a very traditionally male domain like cars, for example. It's a great example. Yeah, exactly. Like it's all about the sort of smooth female voice as opposed to the sort of

Juliet Jordan

boy only that but have you noticed that that in a lot of the ads, they actually have females driving the cars. And there's all these poor guys sitting there with these female drivers. They're also looking like they're enjoying themselves. But from my experience, that isn't quite the case.

Toby Ricketts

Fair enough. This is actually a great film. I don't know if you've ever seen it called in a world if you ever watched that film. I haven't seen that one. You have to look that up. Because it's all about, like a woman trying to make it in voiceover in, in LA. And and basically, it's, it's about movie trailers, but I'd seriously suggest you look it up because there's so much like voiceover humor in it. And you'd absolutely love it if you're if you're right. So let's go right back to the beginning and talk about how you got into voiceover because I always like hearing about people's stories about how they got in. And obviously, I mean, we're both voice trainers, we both deal with sort of newbie voices all the time. One of the big questions is, how do I get into voiceover? It's not the same as it used to be like, there's many more people in the industry has changed a lot as more work as well. But like, how did you first come across this thing called VoiceOver and realize that you had a passion for it and had a talent for it?

Juliet Jordan

Well, I think I have to go way, way, way back until when I was a little kid. My parents were really good at reading to me. And they used to read and put all the little voices into the characters in the books. And I would copy them. And I would also have loads of little toys lined up. I was for a kid I was banned into this huge trouble bed, I had this terrible bed to myself, and I got scared at night. So I had all of these little toys next to me. And I gave them all voices. And so I started to do a lot of character releases and all those crazy things so that they would comfort me at night. So voice and voiceover Well, how did I move into actually professionally doing it? Well, I went I trained in in London at the London Academy of Music and Dramatic Art as an actress. I also went to university in the United States and trained as a director and a psychologist. And all those things sort of merged quite nicely with also speaking, it's very hard to sort of shut me up basically, my my dear late husband used to say, and so I sort of put them all together to form a training organization. But I actually am digressing I should go back to the voiceover. I got into voiceover in US when I moved to Australia. After I after I finished drama school. I was, you know, destitute and derelict and ran out of money and everything like that, and my parents had moved to Australia so I decided that I would throw myself on their mercy and come over for a holiday. And that dad said, yeah, no problem. Come on over. So I came on over. And instead of sort of mooching about the house, dad said, Well, look, you know, you've done all this training and everything. Are you going to try to make some money out of it? I said, sure. But I don't sort of really want to stay in Australia, because did seem like the boondocks at that time. And so he said, Look, I'll shout you. There's an Australian saying shout, which means I'll treat you to write, I'll shout you a trip to go up to Sydney, because I was living in Melbourne at that time. To go and see people, you know, trade the board, show your wares where, you know, what are you made of go do something. So I went. And fortunately, that was a very useful little weekend trip, because I managed to score the lead role in the biggest mini series that ever been in Australia. Wow, that's a that's a pretty big moment. And that was pretty damn good was it. And that required me fortunately, to actually sound quite English. So I, having just come from England, and trained in lamda, that, that worked out quite well. And that was a wonderful experience, because the miniseries was all about the history of Australia. And this poor woman that had been a convict unjustly sent us to Australia. And she ended up by being coming the most successful businesswoman in Sydney. So I don't remember to follow this. So I went with that. And then after that, I got into into psychology and doing millions of personal growth courses. And this was a very good move as a voice trainer, because people kept saying to me, hmm, I like your voice. Can you teach me how to sound like that? And I said, Sure. And I from that, I started to devise courses and training and whatever. And an A parallel thing. I thought, Well, how am I going to keep making a buck by and devising all these courses and stuff. So I do about voiceover. So I went, and I applied to various voice agencies of which really, RMK was the only one at the time, run by the original owner of it, Ron Scott, and was sharply rejected by the agent. And I thought, Oh, that's not so good. But anyway, I decided this, I would keep on going as one does, you know, you have to be enterprising. And I made a very good demo, and put it all around the place. And then I ended up by turning up to different studios and getting hired as a freelance. Unfortunately, for one of those meetings, one of the people who I did a corporate narration with was best buddies with the owner of our MK. And he went back and said, I think you'd better get this girl she's really doing well. And so they actually called me up, which I liked. That was great for the ego. And from then on in, I stayed there for 35 years, loving every minute of it, they were a great agency. And then, of course, I really spent most of my time after that with my own business. Hmm. And

Toby Ricketts

yeah, that's, that's really interesting to see how, how, like the voice training and the psychology and level survey, like, you know, you've kind of ridden the waves of that as if you're like, I'm always like, going back to the voice of voice training thing. And people wanting to have a voice that sounds nice. It's my experience, because we, you know, we both run in person voice courses are on the New Zealand voice Academy, which, which, which actually sort of trains people which

Juliet Jordan

is incredibly famous.

Toby Ricketts

Exactly, this small plug for myself. And that one of the biggest things that always comes out of it is just the fact that almost no one in society like a be less than sort of to present to people even consider listening to their voice and how they sound to other people. Yeah, it's like the primary thing that we use to communicate with everyone else in our lives. You know, we we send emails and stuff, but mostly the relationships that matter. It's all done with your voice. And just the value that you can get from learning how to use that voice better. Is is phenomenal. And do you do you find the same in your courses that when people actually sit down and think about it, they're kind of like, you know, this is so important?

Juliet Jordan

Absolutely. You've got me convinced. Yes, indeed, indeed. And of course, people do have that initial response to their voice because they hear it differently, as you probably well aware, you know, when they speak, they hear it echoing through their burns of their body, and also coming back to their ears in stereo. Of course, when they hear it just coming back. They go from stereo to mono. So it's the diminished experience. And it does not compute does not sound to them like them. So anything that doesn't sort of compute with us, we tend to put press the reject button me like that and get rid of it. As far as the value of the voice I totally agree and have made a big business. Ever for past 35 years or whatever, because people don't think about their voice. They are now a lot more interestingly, because the word, we see a lot of people saying so and so has a voice or get a voice for this or whatever. So there are different sort of things that we're talking about with voice. So we're talking about, do you have a voice at the table? And is there something that you need to say? Do you have an opinion about something? And then of course, we've got the physical? Well, how do I actually say it in such a way that they don't sound like an idiot or whatever, right? So we've got it. So we've got to learn how to optimize the body. A lot of people don't realize that, that you know how important the body is. Many people as I know, I'm talking to the converted here, because you know all about this, but for the listeners here is that most people talk about your voices and instrument. Net, your voice is the music. The body is the instrument. Because if you get the body going, then the music comes out, right? And so we work with that. And then once you've got the How to the why. And then you've got to have the Where Where are you going to go and actually make your voice heard. And that's what we're going to talk about a little later about AI voices to, which is a whole new ballgame. Which where we've got our finger on the pulse here in Australia on that.

Toby Ricketts

Yeah, I'm very keen. Certainly, yeah. Yeah, I was gonna say yeah, like, when I've heard sort of radio interviews with, say, a CEO who's maybe new in the job or something that can sometimes be just something in their voice that belies the fact that they're nervous about the interview, which can then like, translate into the fact that they're not sure about their what they're saying, which can translate into like a drop in share price. Like, it's, it's amazing how nuanced the voice is, and how much we can read. Like, I always give the example to students of the fact that, you know, if the phone rings, and you pick it up, and you talk to someone, you can tell whether it's male or female, happy or sad, older young circle, well, like there's all these things you can you can intuit from someone, before they've even said what they're going to say. And it's all riding on the back of their voice. And so if you can grab hold of that, and, and actually, you know, kind of like, come up with the subtext you want people to receive, it can be a lot more powerful as an instrument. But again, we're we're preaching to the choir, aren't we?

Juliet Jordan

Yeah, no, I? Well, that's great that everyone hears that, because that's indeed, absolutely true. It's a dead giveaway. Ah, it's quite interesting now that we're moving much more into video, however, because obviously, a lot of work was done on the phone, lots of customer service and stuff. And now, it's now video or AI. And it's so the voice is taking on a slightly different appeal. I think that at all times, it's good to optimize what you have minutes, it's good to get your body working, it's good to get your voice working and take things out of the zone of I don't know how it works right into, into doing something about it. And you know, it's not as hard as you think, is it we have a particularly we've developed this, this structure of four session courses, basically, that take you through step by step, how your voice works, and how to develop different aspects of it. So by the end, you put it all together, and you know how to control your own voice, no matter what happens, because of course, you will have threads coming in from left, right and center. Particularly, it's interesting, the people we teach, we have a range of people, we teach people who are high level executives, most of the big movers and shakers in town have come. We've got international film stars, we've got people have to learn accents. We've got, you know, the local counselor who needs to sound good at a council face, we've got obviously voiceover students, we've got people and in the media, the news readers and things like that. And it's fascinating working with each one of them, because every single person has a special specific need their generalizations, as you know. But it's the one thing that I always find this useful that I've studied psychology is that I really liked the psychology of it, I like to know how to really help that person. It it actually is personal growth, through sound. Now, so it's about improving the person's feeling about themselves and their confidence. And confidence, I think is knowing that you know, so you've got to have something to know and then practice it and get good at it.

Toby Ricketts

Yeah, absolutely. I mean, that I talked in the course is all about how I mean competence is key people want to hear a confident voice unless you're playing a character that's meant to be not competent or something like generally, even as even to get the gigs of voiceover. You need to kind of portray that confidence. You know, you have to you either have to fake it till you make it or literally be as confident you know, as you are. And so but the thing that scuppers that is usually adrenaline when people are nervous, that usually kills confidence, and it also makes you sound terrible. What are some of the tools you give people to sort of unpick that adrenaline surge when they get in front of microphones because even I mean it's amazing how afraid people are of microphones. And when they just devices that record, you think like, why are people so nervous? It's,

Juliet Jordan

it's like, well, why it makes people nervous is that it's just out of their comfort zone. They're not used to it. I mean, obviously, voice voiceover artists in front of a microphone actually love it. Give me more. How, however, what we work on primarily is the control of the body, which is, first and foremost, the breathing. And we work really, with martial arts principles, we work with very much breathing into the center of the guts of you. And that is an area of your body that really doesn't tense up. If you go into two finger widths below your belly button, you'll find that that's a pretty damn good, stabilizing place. And you might think, yeah, I'm too nervous to breathe. But we have people also think in different different ways and concentrate. There's one thing that when I did psychology at university, I did my honors degree in psychology, and I did it ran a sort of wild experiment, I'm tending to do things like that. I loved finding out about people and what they like to do. You

Toby Ricketts

weren't the person that locked them in the basements and maybe

Juliet Jordan

I wouldn't put it past me it's the truth. But no, I used to run these various experiments, one of which I put a whole heap of cookies on, on the road, on a plate to see what people would do. And I wanted to know how they would react if they were by themselves or with another person. And I had a few hypothesis about that. But that's not the interesting one. The one that I really did was when I had people have an experience of judging themselves and judging other people's faces and things. And about the whole, the underlying thing was about self consciousness. And I was fascinated. Why do people say, Oh, God, I hate that picture of myself. Oh, it's awful. Because people do the same thing with their voice. Oh, my voice is awful. Right. And so one of the things that I discovered was that people who have high self esteem, which we measured, you know, with a measurement and everything, tended to feel happy when they saw pictures and heard voices of themselves sounding sounding good. Yeah. Which makes perfect sense, doesn't it. But people with low self esteem as done by the measurements, actually felt happier when they saw pictures and heard voices themselves sounding bad. So one of the things that was fascinating is that people tend to want to, to match up what they think about themselves with how they sound, or how they look. And one of the things is, is if we can change the way that they're thinking about themselves, they can also optimize the possibility of increasing their ability in speaking. So that's why when we when, when someone comes in and says, Oh, Jesus, I hate hate the sound of my voice, I'm just hopeless, I'm never gonna make it, you know, whatever. We don't say, oh, no, you're gonna be fine. We actually go in and say, oh, yeah, that's really interesting what we did, how'd you get that way? And what's that about, and then work from where they're at, to build them up by giving them experiences and feedback, continuous feedback, which they can't deny. Because if they record recording, to hear their voice back, they start to convince themselves that they're better. So one of the things that's really important, I think, particularly in the recording area, here in our training is for people to get feedback. So they teach themselves more than anything and convinced themselves.

Toby Ricketts

Hmm, that's, that's a very interesting, I'm fascinated by the, I haven't really delved into a little bit, but the the psychology behind voiceover, because I feel like it is such a deeply ingrained thing. You know, how our society has developed, and I mean, and how I know chimpanzees use the voices of others, and how language has evolved. And then how we take that language. And we were able to talk like we're doing now about very advanced and often abstract concepts. And all of that has this kind of emotional subtext. And that's what what I think, when voiceovers, either consciously or unconsciously, can tap into that subtext that they're generating, when that aligns with the script. That's when you get the most powerful voiceovers. When the word you're saying and that the the tone that you're you're talking about is also reflected in this kind of ethereal subtext that's being generated, by the way it's being voiced. You know,

Juliet Jordan

very, very much so of course, when I went to lamda, I trained in acting and there's very there's millions of angles that we go into to make sure that we can get engaged with a character and that is absolutely relevant to to voiceover it's about total engagements and acting job basically,

Toby Ricketts

I have no straight voiceover Isn't it like you know, even

Juliet Jordan

everything one so we always have, even if we're doing a corporate narration, we're always somebody talking to somebody about something and we're somewhere right and One of the things we always we have this little formula that we give our voice voiceover trainees about the questions they need to ask just to get in to the character, and everything is a character, basically. So you're never just sort of, Hi, I'm the presenter from news 65 talking to so and so you're always engaging in some, and there's, there's ways of doing that. And of course, some people find that very difficult, they have this sort of bland thing. And quite interesting, because some people over engage too, you've probably noticed that, you know, particularly with find people who have had, maybe acting training they come in and they overdo it. So it's how to, to act more like a screen actor, actually, and much more subtle, very much in touch with yourself. Mm hmm.

Toby Ricketts

Absolutely. Yeah, it's, it's so interesting when we get, you know, new people in the studio, and often it's, it's a case of giving them the tools to, like I talked about them overcoming themselves giving themselves permission to let go. And I feel like people are often afraid to stick their heads up, and, and be different and be noticed. But that's kind of the one thing that we have asked to do as voiceovers, especially in auditioning is to, like, be different. And, like, there are some seem to be some people who are better than others at being able to tap into that, though. You know, you get some people who, you know, you they do a reading and you say, Well, that was that was good, but like, you know, Can you can you try doing this. And they do it again, exactly the same as if they haven't heard the direction. And it's, it's like, you know, some people are able to change their voice massively, and others are not as able to do it. And I still kind of maintain that, you know, with enough training, anyone can become a voice artist, but it was going to take some people a lot longer than others. Would you subscribe to that? Or do you think there's people that are? Yes,

Juliet Jordan

I would, I would definitely subscribe to that. I mean, some people have a greater connection with their inner emotional life than others, because they've had different life experiences that have got them to the point that they're at. And some people may have, unbeknownst to us had, you know, been attacked by a pedophile or something, and, and completely closed off an aspect of themselves that they don't realize, and then they get activated, and then they close off again. So one of the things that we do is try again, try to find out a little bit about more about the person who we're teaching, and how best to help them navigate themselves, their own psyche, so they can get into that space of engagement. But yes, you're always gonna find some people who are much better at it than others. And there's some they're amazing at that. I mean, they've just jumped anything. Oh, my God. That's great. That's excellent. The one thing that I think you've probably found, like we have too, is that there's part of us that feel a little bit difficult about training people in voiceover, because there's an overabundance of voiceover artists. And this might move us into that conversation about what what's happening in Australia, too. Right? There's everybody in their brother and sister want to be a voice artist, because they think they can make a quick buck, as I'm sure I'm talking to the converted the very listening here. But we all know that it's an art form, just like anything else. And it does require a skill and training and, and persistence, and business acumen, all of that sort of stuff, which is quite good, because some people will drop out because it's too hard basket. When we're training people who want to do voiceover we, we can sort of find out who really is going to be capable of doing it and other people who aren't necessarily so capable. However, what they will be gaining skills in the how to use their voice, which will be useful to them in any profession that they're in, but very upfront with people just to say, look, this isn't, this isn't as easy as you think. And we really need to get real here,

Toby Ricketts

huh? Absolutely. I think people do have have heard stories, or they've heard about how much sort of certain voiceover artists make, you know, it's like, you know, I did an hour session and I got $3,000 or something. And people think, Oh, they just went in for an hour and they got $3,000 When there's been like 40 hours of work to get to that point that like to just that job. And that's little and all the training and stuff you have to do. I compare often to like, if someone deciding that they're going to, like, be a concert pianist, and they're like, I really liked piano, I'm going to become a concert pianist, listen to this and just going in, like bashing away on a grand piano. It's like, well, people that is making noise on a piano, but people aren't going to pay to hear that. Like that. There's a big difference between being able to, like make music from your instrument, as you say that, you know, you need to put the hours in in order to actually you know, move people with your voice. It's just a lot more convenient to have a voice to carry around to practice on the distiller grand piano round. So, you know, portable Yeah, exactly. But I yeah, it I feel like it is changing. Little bit lots of people want to have a go at voiceover. But yeah, I don't I'm not sure whether we're doing a good enough message of, of actually telling like how, how difficult it is or I mean, it's difficult because so many people who have made it as voiceover artists have always been passionate about it. And I found with my training that that's the thing that really separates people who, who go on to do great things and become full time voiceover artists, and the ones that do sort of flower flounder around for a little bit, and then sort of eventually, you know, give it up is the passion that they have for it. You know, if you've got this really deep passion for it to start with, then any practice you do was really fun. And it doesn't feel like work. It's like a hobby, you know, that may eventually lead to you getting paid. So, you know, do you offer any advice for people who are starting out like the best ways to get success as a voiceover artist?

Juliet Jordan

Yes, I would say definitely engage with that passion, and find and find it in yourself, and then get technique, and then know where to go, what to do and what you need to put together. And at the same time, don't give up your day job a lot of the time, right, so that they're not suddenly put under enormous stress, thinking everything, putting all my eggs in one basket, realizing that there's a progression, and yeah, you can hit the jackpot. I mean, for instance, I'm actually a walking case of that. I mean, a lot of the things I've done, I've just walked into and just got the big thing, without hardly anything. But if you're right, though, to get to that point, I actually had a whole life training and stuff beforehand, but I don't actually think I didn't think of that at the time. It's just like anything, where's there's a TED Talk and whatever about having that 10,000 hours of doing something over and over again, to actually then have it really embraced in your being. So become masterful at it. And a lot of people who are passionate and having fun doing voiceover are actually already masters at it, because they all through their life, they've built into their psyche, this skill set that that's good. I think a lot of people's passion is being sorely tested at the moment, though, because there is a lot of risk and threats coming in to the voiceover industry.

Toby Ricketts

So let's talk about the wisdom industry in Australia, because it's something that I have been a bit unfamiliar with. I've you know, talked with Luke Downes from RMK, about the sort of industry over there, that was a year or so ago. The thing I still I'm sort of interested to see what happens is, you know, there's been a very stable state of voiceover where you've, you've had the big agencies running the show, and you've got, you know, voiceover artists with beepers who are just jumping in taxi as soon as they get the beeps sort of thing like Batman. And, and that's, that's been the sort of professional realm, there's been sort of dabblers, probably freelancers and stuff around the edges. But I mean, like happened in the US, you know, five to 10 years ago, there's there was a tidal wave of home studio people, and and then work to satisfy the demand for voiceover there as well. Being, you know, people like independent directors who are just shooting stuff on on DSLRs. And making small films, they don't have the budget. And it's not really a big production. So it's like, they don't want to pay the full agency rate for TV commercial, because it's just going to be something that they show, you know, maybe a couple of 100 people. So there's, it's like, shattered into a million pieces, the voiceover market, and there's all these different types of voice jobs around. And Australia is probably on the verge of responding to that. And, you know, with people doing training, like yourself engraved for the brain, I feel like there's gonna be more people setting up to service that market. Would that be an accurate description of how it's evolving? What are your predictions for how that's going to work? Well,

Juliet Jordan

it's quite interesting. You probably know that we have. So it's almost like in the sort of 1980s or something, I guess. Yes, indeed, the setup here is that people have voice agents and there are about 3.5 agents in Sydney, there are major there are major because we're, we're 25 million people in this giant land or so. And all of our work is set in the major cities around, of course, the major, major place is Sydney. Secondary market would be Melbourne, and then we have Brisbane, then we have Perth, then we have Adelaide. And then we have maybe Hobart, and Tasmania. Something happens in Canberra from time to time, but mostly everything's there. And that's how it was in the beginning and how it sort of still is now even though the internet is around. And we tend to go to studios or we have up until the pandemic pandemic, excuse my pronunciation, gone into studios, and that's half the fun really. So we're called in like, okay, get to the studio such and such forever. And so we'll race to the studio, your agent tells you you get there, you get the job gig, you do the job, walk out after an hour and away you go then Then the agent sends the bill. And then you're floundering around waiting for the next

Toby Ricketts

gig. Yeah, so most everybody hold down another full time job doing that, because you couldn't just

Juliet Jordan

Well, that's one of the things that was caused me a bit of difficulty because I was running this big organization the same time, and some often, there would be a call out for a gig. And I couldn't go well, because I was running a workshop or something. And what I used to do is I would put myself out. And of course, that's very difficult for an agency to deal with, because they want someone who's there all the time. Well, it worked for years and years and years. But in the end, I think it just became a bit difficult for all of us. Because, you know, it just is. So that you have to be on, on on tap, on call ready to go like, like a Uber driver. Yeah. And so that's the way it was. That's where it's sort of still is, but things have changed since the pandemic, because of course, people couldn't go into studios. And so the people really felt the brunt of the studios, by the way. Yeah, so they're sort of collapsing, left, right and center. Eventually, we were allowed into studios, but we had to take our own headphones. Interesting. I don't know why they if they wipe the mic, or anything, but so so we would go in and do things there. Of course, we began to start to do things remotely. And that has caught on. And there are a few there are a few very good voice artists who actually are in Australia, but they originally came from England, myself being one of them. But there's, there's some other good ones. And they they already had a lot of experience, actually with the international market. So they had home studios, and they just, you know, killed it. Fantastic. Yeah, totally. But a lot of people haven't still haven't even done that. Yeah, well, we're not quite there.

Toby Ricketts

It's it's it's a very technical part of the whole game. Like I'd say you need to be an independent voiceover just now you need the craft of voiceover how to actually be a voiceover, the business skills to get the work and to market yourself and to do all the billing and tax and everything. And then the tech side now is huge in terms of you have to run your own recording studio, and deal with other recording studios, because they're the ones that are expecting flawless audio. So you need to know what their perception of flawless audio is. And then meet that with with the your technical requirements and build build the right studio. And I feel like standards have slipped a little bit in terms of broadcast audio, like you can get away with more than you used to be able to get away with probably, but it's still a very big hill to climb for a lot of people is is recording and editing as to

Juliet Jordan

why we chewed into your wonderful seminars on how to do audio because you're an audio whiz. And this is where we recommend gravy for the brain to our clients too. Because it is it's a wonderful resource for all sorts of things, but particularly for the technical side. And so you're a bit of a star over here,

Toby Ricketts

right? Oh, that's good. I should do more technical because I feel like people get bored of my technical stuff, but clearly not I'm, I always find it very easy to talk about because I'm I love technology and I love sharing it so

Juliet Jordan

fantastic. And there was also one that I saw the other day, which was very well presented by the gentleman from Canada, who Graeme Spicer. That's right. And he made it so simple, but not patronizing, but it was really good. And so we've had some good comments from some of our clients saying that was a really good simple way of doing things.

Toby Ricketts

It was very good. Fantastic. That was that was I congratulate him and let him know. Absolutely. It's fantastic. What trends do you see in the Australian market? We've talked about the trend towards female voiceovers. But there's there anything is there been this, you know, ubiquitous trend towards the casual, you know, just say, well, you're telling your friend read

Juliet Jordan

that that's been here for a while now. There's been a trend definitely to for the compassionate. And the sort of compassionate female sort of breaks it in at the moment. The males, though they're still a bit blokey. And let's have a bit of fun. And I think as everything winds down, it's really interesting, actually, because, you know, we were all locked up for two years, and we've just thrown open the borders. Well, everyone's thrown off their mask as well. It's like nothing has ever happened. People are wandering around, we still will be okay. Okay, keep away, keep away, then now. It's just like, Oh, hi, how are you? Breathe, breathe, breathe, is interesting.

Toby Ricketts

We're not yet there in New Zealand, where we're going through the wave at the moment, but I think we'll come out the other side and hopefully be like,

Juliet Jordan

Well, we still have it, we still have just actually as much, but it's suddenly instead of being the front page news, it's sort of down on page five. What we've got at the moment if we've got the course the terrible situation going down in Ukraine, and then the situation here in the floods, so that's what's going down here be

Toby Ricketts

horrific, isn't it? So with you, I'm just conscious of time and I do want to To give us a big long chat about AI and TTS because it's kind of your specialty in Australia, like you have led the charge and in kind of heading up. And for those of you who don't know what we're talking about, do you want to just define the terms? Ai voice, TTS. Like, what does it all mean? Just boil it down for us.

Juliet Jordan

All right, well, AI voice or AI is artificial intelligence. So it's usually a digital compilation of something. And when we talk about AI voice, it's basically taking all of the sounds of your voice and digitizing them, which is quite easy, actually, if you think about it, because even as linguists, we can break down sounds into phonemes, etc. And we do that, you know, when we teach various articulation exercises and stuff. So all this is is a digital rendition of how we speak, which is not really rocket science, quite easy to do.

Toby Ricketts

Just gluing together different sounds that we can make effectively. So it's just gluing together the different sounds that we are capable of making.

Juliet Jordan

Exactly, exactly. So it's just a compilation of all of the sounds, you just digitize them and put them together now where artificial intelligence fell flat to start with, is everybody sounded like a robot. Right? And, of course, no one wants to in advertising buy from a robot unless they're buying robot wear or something.

Toby Ricketts

So Stephen Hawking, and you've kind of that's what you sound like.

Juliet Jordan

So so the thing that's threatening now to us in artificial intelligence is the the clever tweaking just like if you're in a recording studio, you know, you can tweak the voice and equalize and compress and all that stuff. Well, of course, that's all being done with people's voices to try to tweak for emotions and cetera. Now, you might think emotion is my God, that must be how do you do that? Well, there was a study a long time ago by a bloke called Manfred Klein's I think it was, and he made a study called Sentix. And that is a study of how, how emotions actually have a wavelength. And when you go and you hear certain things, and this wavelength, it can be either an audio wavelength, or it could be a visual wavelength of color. Because everything has a wavelength, it's all vibration, we are vibration, right? We have We are affected by that. And in fact, it's very interesting. If you watch the news, for instance, and you hear somebody recounting some, something that's really moved, that you will find, you will pick that up as well. And you don't know what why you're picking up that vibe, but essentially, their auditory wavelength is signaling it. And they're also their facial expressions going into certain things. So these wavelengths we are picking up all the time. And so one of the things is, is that people in in artificial intelligence development are beginning to study how to do that, because again, you can break it down into how to do it. It's, again, not rocket science. So the difficulty for voice artists in artificial intelligence, well, there are many of them. But one is that it's getting better, the scientists are getting better and better and better at reproducing sound to such an effect, that you really, there are some where you can't really tell the difference between your voice and, and an artificial or synthetic voice of you. Of which I've had mine made. And I can, it's very interesting. It's very convincing.

Toby Ricketts

It's, it's interesting, like the this the thing that I still find is because you know, they have gotten better and better and better. These these artificial voices, but they still aren't able to pull context from a sentence, a complex context. And then, you know, end the sentence in the right way. Or like this, there's the moment there's nothing other than vanilla. Like there's there's just telling it like it is theirs they haven't mastered emotion as far as I'm aware, apart from like, video game emotion, which is very big and very, you know, it's very, like crazy. Well, um, but soft emotion, like you're talking about the trend towards like a sympathetic read or something warm and comforting. Like, it's definitely not that nuanced yet, like, well, and gotten into that.

Juliet Jordan

I hear what you say, but there will be there will be it just studied and there'll be able to do it. I tell you what, everything's getting faster. We're talking about what what's that computer that can beat the chess masters and stuff because it computes so fast, right? Well, people are feeding in data all about all of this voices and stuff. And the computers with that sort of brainpower are coming up with solutions pretty fast. So don't think it's not going to happen because it will. And that's one of the things that we have to do now to protect the voice artists rights. And that's might lead me into saying some other stuff in a minute.

Toby Ricketts

Right? Okay, cool. Like there are a few Australian companies doing this out there. I'm trying to find my head notes on a few of them, but I think I think I threw them out there was there's one company in Brisbane. replica replica. That's right. And they were then great. Yeah, exactly. And they like, it seems to be that the one of the leading reasons that this, this seems to be two use cases that are actually kind of winning at the moment, and I feel like a lot of you know, work will go their way. One is in the era of explainer videos, where you know, it's basically a cost thing, if you can get the cost of voiceover right down. And it doesn't the quality doesn't matter that much. Like if you go to a business that has a few customers, and they've got a video that says what they do, if the voice sounds a bit synthetic, it's it still kind of does its job, like you think, oh, that's fake voice, maybe people don't realize, I don't know. But like, it feels all a bit sort of plastic. But that's that's kind of fine. Like, that's, you know, that's, I feel like that's going to take the entry level people into the industry, which is a bit of a shame. Like, that would be your first kind of voiceover gigs. And those easy elearning explainer video scripts, where you don't really need much acting. And the other use case seems to be around computer games. And the fact that, you know, they're introducing what's called dynamic content into video games, where there's no script, effectively, you know, that we've all known about chatbots for a long time, which can have a conversation with you. And it'll sound like a, you know, it'll feel like you're chatting to a real person. And there's time to integrate this into video games with, you know, a character that comes up to you and starts talking to you. And they're not actually on any kind of script, they're making it up as they go along. But of course, all the lines and video games are usually voiced, you know, well, before the video games released, there's a whole mess of past stack of them, the voices have to read. And they're all just fit into the game the right times with dynamic TTS. The lines will be fed in and generated on the fly along with the text. So it is like literally like meeting new characters in every voice game so that, for me that's like, Well, absolutely, there's actually no way to solve that with voice artists at the moment. But if you want dynamic content, you can have someone in a booth reading real time, all the stuff that AI generates. So so that is a that is a really interesting area for me. And also like talking about digital first voices, where they've actually haven't sampled anyone, they're actually starting to see how, how speech is made, and then come up with a new voice, which is complete, which is not anyone's voice. You know, it's kind of interesting.

Juliet Jordan

Not only that, but they're also combining people's voices, right to to create a new voice as well. The other area too, is customer service, to where their customer service, people talking back to who aren't there. But yes, this the intelligence behind everything is jumping about by leaps and bounds. Absolutely. And the other, the other area, too, would be IVR. And all of that is true, yeah, would be an easy picking. The one thing to think about is that at this point in time, one is more fun working with a voice artist, two, they're not as expensive as everyone tries to ride on their, you know, blurb and three, they're actually faster to usually, because rather than twiddling knobs to try to change the voice quality, you can just tell somebody totally, and they'll do it as quick as anything like that. So I think that that's, the more that we go into automation, the more also we're going to want to have human connection to. So that's one of the saving graces for this. But just like beater, VCR, you know, the video stores, the record players and stuff, every everything goes through this phase of fading out. But of course, records are coming back. So it could be that it'll pick out the people who are really good and sort of get rid of the people who possibly should be maybe looking elsewhere to do something.

Toby Ricketts

And is there any way? I mean, you know, you've been an advocate for voiceovers rights through this with over the open voice over network, correct? Yes. And how can you defend against the technology that will effectively just undermine it or make, you know, intermediate voiceovers irrelevant?

Juliet Jordan

Well, that's what we're doing. at the crack of dawn, or the middle of the night, because I'm in Australia, and everybody else is in the States or, or Europe or whatever. We have been meeting for over the past year or so, to figure out how are we going to save the day, right for what's the what are the harms and the uses and everything of synthetic voice, which is what we're talking about here with VoiceOver? How can we somehow rather sets guidelines before it becomes a complete shootout? Yeah. Because it's a case of if we can jump in fairly soon with something particularly of trying to appeal to people's ethics, right? You'll see a lot of these companies, the synthetic voice production companies, which by the way, many of them started with, with open source software that they've just gone in and then totally give me give me

Toby Ricketts

your handles toggle on to is most of those voice platforms, you know, Speech Hello, exactly. And this just have literally just copied Google's model, made their own models and just put a platform around it. And that's it. And no one really realized, like, I thought when I got into it, I was like, Wow, all these places in developing independently, their own voice synthesis things. And they're not, they've just literally taken all Google's research, downloaded it into their own website, and they're selling it off. That's had the massive downside of being, it only comes out at about I think it's 20 2050 kilohertz or it's 22 kilohertz or 32 kilohertz, it's not actually broadcast quality, and you can hear it when you hear when you

Juliet Jordan

pick No, yeah, exactly. Drastic,

Toby Ricketts

you know, yeah, I can hear the instant because it's not, it's missing all the top end that you usually record new Ss and stuff. And it's not because as soon as you double the frequency, you're at least cubing the amount of processing that it takes to do that, that sort of work. And no one's willing to sort of go that far. So that's a really interesting hurdle, that there are aligned that no one's really crossed. Yeah,

Juliet Jordan

well, there there, there are a few people actually. And there's a bloke who wrote a wrote his master's degree and to develop this thing called Lyrebird, right, which is at the basis of a very good software, called descript, which is the one that I've had my synthetic voice made with, and the it's incredibly handy, in a way for a producer and also for a voice ISIS. Interestingly, for instance, if you're given a script, right, everything is written in text. And if you have made a synthetic voice, which requires you to record a certain amount of not line after line, actually, had you read a whole heap of David Attenborough's latest documentary or something, right. And you they need less and less and less now, it used to be lots of lines, but not so much

Toby Ricketts

anymore. Yeah, I did one that was like 10,000 20,000 words. Yeah, yeah. Ridiculous.

Juliet Jordan

Things that don't make sense or anything. But this one was quite interesting, really, it's like was like reading a docker. And then what happens is, is that you type something in, and then let's say a word has changed. Someone's, your client says, Look, would you please change clients to clients, or whatever. So instead of doing a drop in re record, blah, blah, blah, you can actually just change the type, you just type the script differently. And your synthetic voice will fill in the the bit and if it's a good synthetic voice, you can't tell the difference. And so it's a very quick edit. So it's, there's a lot of people doing their podcasts that way, you can also link it up with visuals and, and whatnot.

Toby Ricketts

That's right. You basically go in and voice something, it converts it into text, and then you can basically edit it afterwards. And yeah, absolutely. Audio again, it's just,

Juliet Jordan

exactly it's gonna You can even visuals as well, because it has the capability. And also, I highly recommend going to their website because they have some of the cleverest marketing videos I've seen in a long time I've seen really, did you? I don't know, I

Toby Ricketts

know, I've seen that six months ago. And I thought that is a very compelling marketing video, like very, very compelling for someone like me, it's a bit of a.

Juliet Jordan

But what I wanted to go to and warm voice artists is that, that a lot of these synthetic voice production companies have they have terms and conditions, right. And of course, as temperature conditions, we know they go on forever and ever and ever and ever one rainy friend, right? And so sick. Yeah, I agree without ever having had a look. Well, this is where they catch you out. Because they have things about how they're going to use your voice, how they can keep your voice, how they can distort your voice, how they can mix it with somebody else's voice, and whatever. And once it's mixed with somebody else's voice, whose voice is it, right? And all of this, and this is the thing that we're doing at the open voice network. We're trying to figure out all the parameters that need to be understood, particularly by production houses so that they don't go and rip off us. Voiceover voiceover artists, right? Because I know that you probably know that we're sweet people, we tend to want to just do the best for everybody. And we'll bend over backwards to help and flexible to the point of contortion isms, basically. And this is something that we need to put our foot down just like we have, you know, sag AFTRA and here in Australia we have media entertainment arts allow alliances which you also have a New Zealand to right, because we share the share the same thing. Yeah, it's

Toby Ricketts

definitely has a presence over here. I'm not sure if there's a formal presence or whether we're just whether the agents well,

Juliet Jordan

you actually do you actually you actually do have somebody who's the Chief of New Zealand and everything. Oh, good.

Toby Ricketts

I should be Yeah.

Juliet Jordan

Well, you might have to find out about that. Yeah. Well, she she was a she last time I looked. But we're going in and trying to figure out how to get some sort of rules of the game set up. Right because people actually tend to be pretty fair. They know. But the one thing is at the moment in time, everything is stacked in these terms and conditions against the voice artist, one of the, I mean, sorry, go ahead,

Toby Ricketts

one of the arguments will be that they'll always be someone that will allow their voice, you know, if someone puts up a job for 500 bucks on one of the voice platforms and says, you know, hey, digitize your voice, we'll pay you 500 bucks, and we can use it for anything, there will be someone that goes for that there might not be that good. And maybe that's, you know, that's the argument against us that, you know, well, yeah,

Juliet Jordan

there. There's always going to be that. Yeah, right. And there's always going to be beyond that. Remember, because this intelligence is being able to recreate voices, no matter whether it's a real voice, it's got enough data, to get all the real voices in the world, you just analyze all of that stuff. And you can make anything this is this is like a witch's brew here. Right? So we are basically sitting on the potential to be wiped out. Not quite yet. And, and not totally right. I know a lot of people saying, Oh, don't worry, if you do still have a lot of work and stuff. But actually, you're not going to have a lot of work in that in many areas. But if you do want to have some work in that area, then we're gonna need to protect ourselves and have some rules of the game. So that's why we're going guns blazing into sorting this out as fast as we can.

Toby Ricketts

So how does that work in Tim, like, practically, is that does that happen at a state level, like in terms of countries legislating, and having formal legislation that prevents people from, you know, having royalty free digital voices? How does that actually enacted and who you love?

Juliet Jordan

Yeah, well, that's that's the that's the trick. So one of the obviously the bodies that are quite helpful unions. They're the ones that and particularly like in Australia, or union, it's actually set the rate for voiceovers one of the difference, major differences, which I think makes it quite easy to function Australia is that we have pretty much set rates for things we don't do all this negotiation, business agents, the red card, and they will Yeah, well, they agents obviously negotiate extra here and there, and particularly for international work, but but there's sort of rules of the game in place, and it just makes it flow really easily. People know that they're going to pay this this for this job, and blah, blah, blah. And it makes everything pretty smooth. Difficulty, of course, for Australian boys agents, voice actors trying to go overseas is that they get absolutely flummoxed by all this negotiation business. They think, Oh, my God, I don't know what to charge or do I do the charge for fiber? Or I don't know what's going on. And they get lost? Completely. Totally. Yeah. Which is, that's why we haven't seen quite quite a lot of voice actors going international.

Toby Ricketts

Right. Yeah, I mean, great for the brain obviously has at some rate Guide, which we've tried to make a central point, which is international, because there's there's plenty of centralized voice records that there's the VOA rate card, and there's the mea rate card, and then there's unions as well, which have their own separate record, and growth for the brain. Anyone can check out at rates dot growth for the rent.com. And you can put in your country and what the production isn't, it's got like, you know, local persons said what the kind of the rates are, which, which is, you know, I think it's quite helpful. But the in terms of going back to like the union setting rates and stuff that the union in the States, especially, which is where this will probably be ground zero for in terms of AI voice stuff, you know, the unions have been losing ground for for decades. And in terms of that, there's been more and more non union work, there's still some, you know, there's still a good healthy sort of core of in union work, but it has been less than less since like the 90s. You know, when when they hadn't, they didn't, arguably, they didn't really keep on top of you know, taming the market and keeping people in line. So I just wondered, like, they'll have to get a lot stronger if they're going to move into this tech space, which they might not understand as well, because it's evolving so quickly. And if you have digital first voices, where someone just tweaks and tweaks and tweaks until they go, Oh, that sounds like a real voice. That doesn't belong to anyone. So is that exempt from the

Juliet Jordan

Yeah, yeah, this, you're right. It presents a lot of challenges. That's why we also want to educate voice artists, you know, that one, that's the whole point of where the brain to is to educate voice artists about what exists, what's around what your rights are, to stop sort of the prices going down and to know and to support each other. So we want to we want to team up here. And the one thing that I would like to say to all the gravy of the brain is particularly those overseas is don't forget Australia. We're a big gig out here. You know, even though it might seem like we're the back of the boondocks or something. It's interesting. I'm sure many of you have visited Australia, but for those who have not, if you live in Australia, Europe feels like next door, right? Unfortunately, with all this war going on, we were very moved by the whole thing, right? But I'm essentially from the other way, because I was born in England lived in England, when I look back to Australia, it wasn't even in my mindset, you know, like, Australia. Where's that? That's somewhere and What's New Zealand? That's New Zealand lamb. I remember that from butcher's shop. Right? That's about it. But see if you can wrap your mind around, including us where the Asian Pacific area, we're huge. We've got Singapore, China, Malaysia, Vietnam, all this sort of stuff. These are markets that are whopping, there's billions of people here. So don't discount us.

Toby Ricketts

In terms of that's why Ray, are you talking about cutting in terms of casting Australians for those roles, or moving creative agencies to Australia?

Juliet Jordan

Ah, interesting, you know, thinking, putting Australians into the loop in terms of perhaps narrating things, because one of the things is that companies around this Asian Pacific area you probably discovered, because you do these multiple accents and stuff, which I do also, the thing is, they want this middle Atlantic Trans Pacific type of accent. And Australians, if they're not, you know, aka Australians, and then like that, you will find there, they're actually very good sitting in the pocket of this particular area. So lots of lots of markets around this area could be served very well with an Australian or New Zealand voice that's toned down, right. So we don't want it we're not talking about shrimp on the barbie. Right? Dandy stuff.

Toby Ricketts

Yeah, I wonder if we could come up with a new accent that's like an APEC accent. You know, it's kind of got a bit of Australian but if New Zealand and maybe even a little bit of Asian and it just feels different from that northern hemisphere middle, and it's like the antithesis to the mid atlantic vibe. Because I've done voiceovers like that for Microsoft, I did run for which was like an Asia Pacific region wide TVC where they wanted like a little bit of an Asian accent, but a little bit of kiwi, and you know, and a tiny bit of those American vowels, just to sort of you know, because because quite a lot of the Asian countries have the rotate our way back in the American accent. So it's gonna be interesting to see what happens with accent trends and stuff as well. Well, there we are. So we,

Juliet Jordan

we've got a challenge on our hands to accent What's that? Hey,

Toby Ricketts

APEC, the APEC accent, I'm gonna I'm gonna start promoting myself as I did. So, let's spend a tiny bit more time on the AI stuff with a little bit more time. Again, where do you see it going? Because like, if you can't legislate against it, and technology, like like, because the feedback I've heard from like the voice 123 trial, you know, voice 123 did a trial with AI voices alongside regular voices on their platform. And, and there's, there's a, there's a class of clients who don't care, they just want the voiceover just just a you know, whatever, cost less, I don't really care. But most of them wanted performance over price. Yeah, especially in the kind of, you know, the say, the top half of the median in terms of spend. And that bodes quite well for voice artists, I guess until the technology catches up. Yes. Like, what do you see as the future? Because at the moment, I mean, hopefully AI peaks too soon, everyone hears it and goes, That's rubbish. And then they don't select it when it gets better in the future? Because they just think that's rubbish. That's

Juliet Jordan

interesting. Yes, I think for some people, that would would be true. I think it's a case of like anything, when anything new comes in, people sort of find it fascinating. And they tried to twiddle the knobs and use it and stuff, then they find it too hard, or it's not really as good as you think. And then they either drop off of it and burnt basically don't want to use it again, like some of the people you're talking about. Other people will sort of come as later. It's just the, you know, different types of people who buy things at different stages. And so people come in later when it's more developed, and they'll say, Oh, this is easy. This, why didn't I do this before? This is fantastic. This has saved me a whole heap of money and whatnot. And then of course, there are the people like the luxury buyers, like you said, the people the top end of the market with the money. Why waste your money on artificial when you get real for heaven's sakes? Yeah. So essentially, they are buying, like prestige buyers, you know, they'll buy the Bentley for heaven's sakes.

Toby Ricketts

Yeah, why not? I wonder if there's a strategy to kind of try and get rid of AI. before it even starts is what what it is, is a list. Let's get rid of AI. Well, in terms of possible, less successful would be like What the? What the meat industry did when vegan products started getting onto the market was they started their own vegan meat companies and made it awful and flooded the market with terrible vegan products. So that people tried them, hated them and then went back to eating meat allegedly. I don't know if that's true, but it's a great strategy potentially. So like maybe you know, ovan could actually develop its own terrible voices.

Juliet Jordan

Okay, I like that. Server terrorists. Ai team going in to destroy the AI world. I'll put that to the meeting. We're having a meeting next week.

Toby Ricketts

I think they'll find that awfully fascinating, amusing, if nothing else, you would have heard of the Bib standing story and tech. Yeah. You know, she's a great for the brainer, of course, one of my fellow territory controllers that set a precedent in a way that people couldn't just reuse software involving someone's voice on another platform. What was Owens kind of response to the bib standing case?

Juliet Jordan

They thought it was absolutely fantastic. Absolutely fantastic. And she's part of our group now. She's up for a couple of meetings. And another person too, who's done an enormous amount, I think for AI and educating voice artists and Gan boozer with her wonderful series, her podcast series on voice and AI, which I highly recommend people. People see she's her husband also works in in AI too. But she's doing a very good job, interviewing some really interesting people in the production end of AI and finding out what their thinking is. So definitely tune into her podcast on vo boss, that's good. I don't if I'm allowed to mention that, but I think probably she's an affiliate.

Toby Ricketts

Actually, I listened to her episode about I was doing some research on a an outfit called scribe audio don't know if you heard of scribe audio. But they they're an AI voice company, which has come up with this concept of digitizing the back catalogue of publishers with AI voices. Yes. So instead of their big titles, which they get voiced by audiobook narrators, there's all these books where they only sell 100 copies a year. But the AI is voicing them. And they approached me to be one of the like narrators that did this thing. And so I wanted to know more about the company, and they seemed really good and legit. And then they sent through the final contract. And I hate contracts. And I never read them. But I thought you should read this one, you should absolutely read it. And I did. And I found two clauses, which gave me quite a lot of concern. And there were along the lines of we can use it for anything we want. You know that it's an infinite time period sort of thing. And I was like, I want to ring fence some of this like this is not I'm not okay with this. And I never heard back from them again. So I don't know whether it's just because they forgot about me or whether because

Juliet Jordan

now you would have been causing too much trouble possibly. I know, we know about that. And that's a lot to do with that is a definite market, there are loads and loads of books that are, as you said, not many, you know, just like 100 copies or whatever, that they want to be turned to audiobooks and AI works really well for that. So they want to do obviously as a as a voice that they could distort to use for loads and loads of these books. Now, if you had a greater I think you got paid per book or something. So you actually did get residuals as it were, which is quite a good deal. But yeah, no, then the contract is they can use it for anything. Yeah, it's difficult when they say they can use it for everything and distort it and stuff. And that's what a lot of the terms and conditions say that's why we got to read them, then we got to say something about that. But yeah, so this is you've also brought in a possibility for voice artists, though, because it could be and that's one of the things that we say here is that you can lend your voice to for good things. Right? It could be that you can make money off of it for residuals because you have one recording and they do all sorts of things with it and just keep getting some money in. But it's going to be a pittance, by the way, right? It's not like wonderful residuals that we tend to get from commercials and stuff. You can also lend your you can also lend your voice to people who don't have a voice. And this, of course, is what RuPaul Patel is doing. She's got a whole thing. She'd been at this for a while getting people's voices and then creating synthetic voices for people who, who need to be able to speak like for instance, in the olden days, I a young girl who didn't have a voice, right? For the through some illness or was born that way. If she wanted to talk, she had to have the voice that was an electronically recorded older man or something. So it just was weird. It was like was a call that that thing when Linda Blair sort of the exocyst or so. So one of the things is, is that they're now getting voices of all sorts of people in ages to help people who don't have a voice like Stephen Hawkins for instance, right? He there are ways of lending your voice and for good, that really helped people too. And also you can save your voice at different ages. So imagine your turn out to be old and gray and you think I can do a young voiceover I'm just going to whip up my young 26 year old voice. And so you get your 26 year old synthetic voice to do the ad and they weren't think of the range that you have. Mm hmm.

Toby Ricketts

It's so interesting, isn't it? All these possibilities but like you say what Be nice to have some kind of licensing structure around, or the ability to have a voice print that you could search the internet for your voice. And it would I mean, that would be a great tool, someone could develop a tool that would listen to all the ads playing on stations, and figure out whether you had been paid royalties on that if they were just using it without permission.

Juliet Jordan

That's That's true. And that, of course, is doable. And that's one of the things we're talking about watermarking. Yeah. Yeah, it's interesting. We had a Chinese gentleman come and join us for as a, as a guest, one in one of our meetings, and they want to set up a huge big database of people's voices in China. We said, an interesting idea, but I don't know if you're gonna get too many Europeans to want to do that. Interesting, but bear in mind, that's already being done. Yeah. Because and here's a real freaky one, right? Well, we already know about deep fakes and people's faces and stuff. But obviously, deep fake voices are being made. What's happening is, is that lots of this affects us could be trained a lot of corporate executives, a lot of big executives have had recorded shareholders meetings, and whatever, whatever their voices are recorded, and their voices are being then synthesized. And then people are emailing the lesser beings in their, in their company with a voice recording from the CEO saying, please send money to such and such. Yeah, in the past, it used to just be emails with the CEO signature and stuff. But now when God LISI his voice telling you to do it, where do you go? Right? So this is this is, people get very creative with how to use people's voices for bad as well as good

Toby Ricketts

with discernment to how powerful the human voice is, if the CEO does, you know, phone you at your desk, you're going to do what he says. And if you'd unless you know about that technology, as we do now, with, you know, email scams and stuff. Most people won't send money offshore from an email, but still happens, and I'm sure it will happen with voice, as you say, in the coming decades. It's at all. Yeah, it's all very interesting. It'll be interesting to see what happens in that space. Who knows when we'll actually have some answers to these questions.

Juliet Jordan

So that's, that's essentially why we're formed as a group to actually educate this educational organization, not, you know, when you're not, thank you for the opportunity to talk, by the way, because this is helping to start people thinking about the vague and not to be too complacent. And we're going to give them people ideas of what to do. We've got we've been drawing up contracts, that 10 templates of contracts, which look after the interests of both the production, the producer of the synthetic voice, and also the voice artists. And so it's a case of come pulling your head out of the sand, and actually realizing that we need to do something. Because it is happening,

Toby Ricketts

it is happening, where can people find these educational resources from over on?

Juliet Jordan

Well, you're going to find them from Oman, we're going to be talking about them, and we're going to be producing them. Also, we are developing a site, which is going to be an educational site that we'll be launching very soon, which is just basically going to be an educational site for people called AI voices. And it's going to be everyone can bring their voice in and, and talk about things. It's we're going to show you where you can get contracts, who the people are, where to go and stuff. So it's going to be a bit of a hub.

Toby Ricketts

Right? What's the timeline for development on that?

Juliet Jordan

Probably about another month.

Toby Ricketts

Okay, cool. It's quite it's, it's nearly finished. Fantastic. Oh, thank you for joining me today. It's been a great chat about all things Australia and voice and AI voice so well. Yeah. Thanks for your time.

Juliet Jordan

Well, thank you very much for having me. All the best

With 17 Audie awards under his belt, more than any other male VO in single-voiced titles, Simon Vance is an Audiobook legend.
Join Toby Ricketts and Simon Vance for an in-depth chat about the world of Audiobooks, and how a spectacular and improbable coincidence brought them together!

Find out about Simon Vance's early career,

how he ended up being one of the worlds foremost audiobook narrators,

how to perform differently as a narrator versus a stage actor,

what the trajectory and shape of an audiobook narration career looks like,

how to get experience before entering the world of audiobook narration VO,

the politics of Audiobooks,

Some behind the scenes stories of the Audible 'Sandman' series,

Some more behind the scenes stories about the Dune audiobook series,

Tips for maintaining characters,

Simon takes us on a technical tour of his home studio booth,

A discussion of home studios vs professional studios,

Why he enjoys the work of narration.

Enjoy! Visit simon's website at www.simonvance.com

Here is a transcript of the interview:

Toby Ricketts

Hello voice nerds. This is Toby Ricketts and this is VO life my monthly chat with people who are big in the voiceover world. We've got movers and shakers from all over from agents to actors and everything in between. So welcome. It's good to have you along. Very excited about today's chat, because I'm speaking with one of the biggest names in audio books today. He has out narrated over 1000 titles, been nominated for 40 audio awards, won 17 of them, he's in the audible Hall of Fame. I'm going to just keep going on because I want to get across how ridiculous it is. And it's got the most audio nominations for a single male narrator on titles of anyone. So it's my great pleasure to introduce Simon Vance to the podcast.

Simon Vance

Hi, Toby, nice to meet you.

Toby Ricketts

It's very nice to meet you as well. Just starting off with the one have you come across those coincidences in life? And you're like, what were the chances of that happening. And I just want to spell out exactly how we got in touch because it's one of the biggest coincidences that's ever occurred to me. So the scene is that I've just listened to the Sandman series on Audible, of which you play a part you've got a character role in that. And, and I wanted to see the film dune that was coming up. And so I thought, well, I'll I'll put, I want to read the text. So I don't so I can see, you know, the movies, I'm gonna listen to the audio, but before that, which also happened to narrate I hadn't quite started yet. And then my mum, who lives here in New Zealand with me said, Oh, I caught up with a yet an old friend that I haven't seen since like the 1960s the other day, because I saw him on Facebook. And he mentioned that he was in some sort of voiceover thing. And I was like, Oh, who's that? I might know his name. And she said, Simon Vance. And I said, that name, because I said, Where have I heard that before? And then it just so happened that you guys have caught up at exactly the moment that I've been listening to all your stuff on on Audible. So I was just blown away by what a coincidence it was, and what a small world we live in,

Simon Vance

was extraordinary. Well, it's got in a way it got smaller the pandemic help because of sort of people having more time to spend on computers and Facebook and so on. And that's what happened. I think I posted something and your mum saw it and said only you this island dance that we used to play with on the Brighton Beach, consult Dean and stuff. We had cats together and our families were very close. And I kept in touch with a couple of people. There's a girl Penny, who was a great friend of your mom's too. And and of course, you've brought your uncles I was gonna say your brother's No, that's your mom's brothers. That's what they used to come over to our house all the time, our birthday parties and everything else. Amazing. But she got in touch with me and said, and I said, Yeah, let's chat. So we got on and I mean, she's been over there for since the early 70s In New Zealand, and I've been in California for almost exactly 20 years now. 20 years next week, I think. 40 years. At some point, it

Toby Ricketts

doesn't really matter, does it?

Simon Vance

Oh, but anyway, we got in touch a nice fun chat and it was so much fun catching up and then you send me an email. And the funny thing is, it came to me, Toby Ricketts. You know, my mom. Ricketts Ricketts. I don't know any record. Oh, I know New Zealand. That was to Somerville.

Toby Ricketts

Yeah, of course. Absolutely. There was the connection. It was just it's amazing how these things come full circle. So you obviously you grew up in Brighton in the UK as a as did I great place to grow up. In terms of audio Becca, like, you know, when when you were growing up? Because lots of people think oh, you've always you've always done audio books. Obviously, you've had an interest from a young age. And you kind of did but there wasn't really much around at that time. Right? There was sort of vinyl records with sort of Richard Burton reading things was what other kind of influences did you have from a young age? Oh,

Simon Vance

the funny thing is, I mean, audiobooks was never going to be a career of mine. It was never a choice. This wasn't an active choice that's sort of backed into it. And became good at it by accident. But I was we growing up in England, born in the 50s. So radio, TV in the 60s, there was a lot of storytelling. Now listening to the voice on the radio, watching, listen, well, there was watch with Mother, listen with mother and re watch with mother lunchtimes, when you're really young Jacko normally was an afternoon show on the BBC. It's around 5pm 15 minutes of an actor sitting there telling stories. So that was an influence on me. I also happen to be very good at reading around during class being able to read and sort of I can have, remember a particular time reading I think, might have been a Joseph Conrad or something and just getting lost in it was about 14 or 15. But never really thinking this is what I'm going to do. I was into being an actor for a lot of time, but never took that seriously until I was in my 30s because it seemed to be a question refer? Well, it was something people played out, it wasn't a serious job. That was my original opinion. My parents were both in the medical profession, and grandparents had been and so on. So I was all set for maybe looking at that nearly became a civil engineering. We talk about that later. But I sort of moved away from it. But I ended up having friends at school Grammar School, in Brighton High School in the States, whatever it was in my teens, whose whose dad worked in the local radio station, and I started in radio. And then I went to London, and joined radio for the National speech channel at the BBC speech based. And he went there, and I followed him, because he went a few years before me, and I thought, Well, if he can do it, I can do it. And it seemed like fun, I enjoyed it. But um, and while I was in London, the RNIB, he worked for the RNIB, this friend who'd gone to radio for before me, he worked for the RNIB Talking Book service for the blind reading books for them for charity. And when I got to London, he'd left he'd gone somewhere else, but I was on my own, and I had a lot of spare time. And I thought, what did he do to fill his time, and I'll do that. So I started reading books for the blind. In the 80s eyeglasses, 1983, I first went up to London, and I started reading for the blind in one afternoon, a week for the whole nine years that I was up there, working for the BBC. And when I came to the States, I was determined to be an actor and I was in, but I didn't go to New York or LA, I was based in San Francisco, and there was a really only theater. So I did a lot of work in theater. But my then brother in law knew somebody who worked in audio books. And if you want to add some extra money to audiobooks, so I did some audiobooks. Or I got signed by this one company, Blackstone audiobooks. And I've been with them ever since. And that was the beginning. But I never ever saw it as a career path. I think that's

Toby Ricketts

something that a lot of my other voiceover artists, including myself, have remarked on that the fact that they always kind of knew it existed as this kind of, you know, Hallowed, you know, imagine being able to, you know, use your voice and get paid for it. I'm because I'm from a radio background as well. And, and there was always a sense that there were these jobs, but it wasn't kind of a real job, like I couldn't, you know, I couldn't go for that. I don't even know how to get into it. And it does seem to be a shared thing that you do, you gain skills along your life, and then suddenly, it just falls into place. And you're doing it and suddenly, like I'm doing it this is this is amazing, which might be different these days. Because there are so many more people, I think wanting to be voice artists these days, that there are more parts that are sort of just laid out for this sort of career that it is a valid career path. But at the same time, there's so much more work around for things like explainer videos and genres that simply didn't exist sort of, you know, five years ago. So it's interesting that, you know, it has changed this whole career and how to get into it.

Simon Vance

Yeah, I mean, as I say, for me, I sort of backed into it accidentally, that worked for me, because I have issues with, you know, wanting to be good at something, if I'm going to be a success at it, I need to be good at it. And I didn't need to be good at audiobooks. I was reading for the blind when I started it. That was my apprenticeship. And I came over and I thought, well, I can do this won't lead to anything. Whereas with acting, it was always a bit of a struggle, because you go into a casting or whatever, what do they want? What do they want? You're always thinking what's what can I do to make an impact. And I never had to do that with audiobooks, because it was never a goal. I got a good friend, Scott brick, who's another very successful audiobook narrator here in California, in Los Angeles, and he talks about wanting to be an audiobook narrator from a young age, younger than me, but he was, you know, that was his goal. Once he recognized it was it was a thing, he decided to go for it. So he took a career path. But me, it's always been a little bit accidental that it wasn't until about 15 years ago that I finally accepted that I was good at it. And I could make it a career and actually backed off doing theater and stuff like that. I'm back in. I'm in Los Angeles now and looking at working in film and TV at some point along the way. But that's yeah, I'm enjoying the audio books have been very good to me, and I've enjoyed them, but it's a complete surprise. But as you say, these days audio books, it's got a much higher profile. You know, I was working it in the 90s and it was just cassettes, then, you know, people driving along with 25 cassettes beside them and slipping one in the car each time and popular thing.

Toby Ricketts

Yeah, sales reps that were driving 1000s of miles a week.

Simon Vance

truckers are a huge audience. But you it wasn't until Steve Jobs or whoever the mp3 players and Steve Jobs particularly with the iPod that suddenly it became possible to have a whole book by pressing a button, a single button and suddenly in 2000 234 the business just huge it was growing before that but it just expand

Toby Ricketts

Usually, so that would have been sort of in the middle of your sort of your, your audiobook career so far. And you noticed a real uptick in, in sort of in sales and demand for for actually reading these books.

Simon Vance

Oh, yeah, it was very often down in the early days. I mean, I started I got here in 92. I started doing books either later that year at the beginning of 93. I can't exactly remember. But I was working for Blackstone doing books here. And they're working in theater, mostly. A very good year and 95. I worked in the theater every every week. Around 97 Business dropped off, I was still with only Blackstone. And it was horrifying because I was going through a divorce and separation, not necessarily in that order separation, then divorce. And it just it was it was crippling when when they backed off sending me books, because I didn't have anything else didn't have a lot of theater at that point. And then things started coming back later on. And it was very noticeable. For me. I think I won my first award in the year 2000. Then the next couple of years, and it was, as I say, 2005 Suddenly I had a job. So I stopped doing or doing theater because theater took me away, that was rehearsals every other week and, and so on and so forth. And and some of the audiobooks I was doing in the early days required me to fly to New York or Seattle or somewhere else to do the recording in studios. Because I was mostly recording at home, which is very unusual in the early days in the 90s. There won't be any of us who did that. Yeah. And sort of surrounded by a lot of the mainstream people until they realized, actually, some of these independent guys can do it.

Toby Ricketts

Yeah, absolutely. Just going back on a couple of things you said there about, you know, being in the theater and also doing audiobooks. And I've just come from a weekend teaching sort of how to do voiceover and there were some theater or actors in the room. And one of the things I had to tell them was about, you know, when you are doing on stage work, you are, you know, projecting and making everything big, so that in the back seats, they can hear what you're saying. But in audiobooks, it's much more subtle. And so you have to have quite a range in terms of being an actor, and then sort of bringing that back. And, and, you know, I told them to, you know, instead of projecting to the back seats, you're basically performing for the tiny person inside the microphone. If you've got any sort of thoughts on how it differs, you know, theater acting, the audiobook? Well, yeah,

Simon Vance

I mean, for me, I was fortunate because I did do all those years of radio, and broadcasting where you were basically, I and the cliche at the time, then and probably still is, you know, imagine your grandma sitting the other side of the microphone, and you're just talking to her, like, I'm talking to you just that, you know, I'm not gonna project to you told me. Hey, Toby. Yeah. And the difference to some extent, I think, is the the amount of breath support and so on, you know, you're on stage and you've got to project you've got to be Sapele. You can't be storming around Shakespearian, like all the times, you've got to be sat on that you so you give him more support. You don't have to do that the breath control is very more nuanced in the studio. It's much gentler, and yeah,

Toby Ricketts

because the mics up everything to listen, you know, it's a very sensitive instrument.

Simon Vance

Indeed, indeed, yes. You have to be careful. And it's, it's so storytelling is so gentle

Toby Ricketts

trust exercise, in a way, isn't it? Like you're really you're creating a world and inviting someone into that world? And it's quite a responsibility, I think.

Simon Vance

Yeah, yeah. It's funny thing. I mean, I I can happily I can listen to myself. We're not you don't not listening to my not listen to my voice. I mean, there's a that's a thing you find with some new people in the industry and some older ones, perhaps, but, you know, I've got a wonderful voice, and I've listened to you can tell they're sort of enjoying the sound. I'm doing wonderful things with orders. And, but I'm listening, I'm listening to the story. So I'm, I'm actually I found myself I wouldn't necessarily I don't coach people. And I wouldn't coach them to say, well, you know, see how your story sounds to yourself. But there is a way in which I'm listening. On some level, I'm listening to myself, am I making sense? Does this serve the story or not? And I can tell when sort of when it becomes false when I'm drifting or, or pushing or, or whatever. And so that while you know, you're putting the audience out there, or the one person you're talking to, that one person is in my head at the same time? I'm sorry, in some strange way.

Toby Ricketts

Yeah, yeah. Before we leave the, the sort of, you know, your history and how you got into audiobooks. It's like I see, I definitely see that there's a something in common with my career and in terms of you know, you were able to do many years of practice. In a real situation you're reading for the blind, so you're basically doing audiobooks but without the pay, but getting that practice, practice practice which we I was talking about in voiceover training. And then it's a kind of a slow start, it's a very slow curve up, you get some books. And then as soon as something like an award happens, it seems to sort of go exponential. And then it's sort of like the world is your oyster. And you, you, you you learn at an exponential rate. Would you say that? That's sort of how it's happened then? And what happens after that? Does it sort of plateau? Does it keep on going? Is it can you just do what you want? At that point?

Simon Vance

I'm on the downward slope. It's, it's really interesting thing, it's one of the things I have a problem with, when I'm when people ask me, you know, how do you how do you work? How do you get in the industry and so on and so forth? How does it grow? Because I came into it in a different way. I way that people don't, as you explained it, you know, I did my apprenticeship for eight years, and there was no pressure, no pressure at all. These days, you come into the industry, and it's almost like you got to be hot, the moment you open your mouth, you know, people rush into books, and they take on more than they can handle in. And it's, it's, it's almost like with with auditioning, well, you get sort of one chance as it were. And if you if you don't nail it, the first time, the fear is, you're not going to get a second chance. And I had a lot of chances to nail that to grow and stuff. And I may, or may have had a gift to begin with, you know, so So I was fortunate in that respect. So I didn't need to learn, although I have heard some of my books from the 80s. There's a couple. I did a RNIB that they sold to Audible UK, and they're available, but I made sure they put them under a different name. And I'm not going to tell you what it is. Because I've heard Okay, that was a beginners voice. listen to voices books I've done 20 years ago, and there's a slight, you know, I said little squirmy Enos about it. Well, that's a good

Toby Ricketts

thing, in a way, isn't it? Because I mean, if you're not if you're not getting better, and it's nice to see the progression,

Simon Vance

in terms of how it how it went, you know, for me, it was again, no pressure for the years that I was working here commercially, because it was something filling in the time or a little bit of money on the side, because acting on the stage was my thing. And it was very gentle. And it started to take off, I won the first award, it was one of these earphone awards about a pile of them here, they kind of this the spare room and fold. Let me just go into the wall here. audiofile magazine, which is a US magazine that does a great job of promoting and reviewing, I send these out to new readers every so often couple every month or excellence. And it's just a nice alarm to have. And I got my first one in 2000. And and I wouldn't have said I noticed a big change that I won my first od in 2006. And that's the sort of the Oscars of the audiobook industry over here. Pretend

Toby Ricketts

I'm not quite as good.

Simon Vance

But it's very flattering. I mean, it's phenomenal. And I won my first one of five or six and it does help you with the business, the business and audiobooks as it's changed over the years it was still growing then, in 2011, or 12. Audible bought, audible was bought by Amazon. Audible had started up as being just a distributor of audio books a sort of central place on the internet that people could download them. So all the publishers sort of gave this that didn't give their stuff but they channeled it through audible. And inaudible started doing what they said they weren't going to do in the first place. And that's produced your own audiobooks. And everybody got very uptight and audible got bigger and bigger became the, you know, the elephant in the room, taking up all of all the oxygen and and then Amazon bought them and started using the unload masses of titles. They wanted everything on audio. So around 2000 Whatever it was 1112 13 they demanded of the publishers or producers rather producers, they wanted to bring in as many of these books as possible. So everybody in their grandmother got the chance to do audiobooks on the standards just dropped. It was a bad few years. In retrospect, business actually dropped off, because the main publishers, the people that I did work for and paid me in a regular union rates. They weren't putting so many books out because they are audio and took a few years to recover. And the milk amongst those narrators who came in who weren't perhaps experienced the milk, roaster chop and some extraordinarily good narrators that came from that. And I think things have leveled out now in the last few years. I think it took three or four or five, six years for the for the business to really settle. Because even given my level of award winning I was I had gaps in my lots of gaps in my schedule. I got very depressed Time's about, you know, the work, because it wasn't happening. And but it's it's come back in the last few years. And it's an it's continued to expand now, but it's all a little more sensible than it was a decade or so ago. Right. But it's been up and down, it hasn't been a direct, you know, like that. Yeah, sort of, oh, this is good, or this is bad, or this is always good. And then it's, it's sort of come up now. And I think we're on a steady trajectory. I'm, I'm having to turn down books. Now position to be, yeah, it's a good thing to be. And unfortunately, it's all others story. I've got his name names, but there's a publisher that sends me some fantasy books, which were great at the time, but they've gone on too long. They're not very well written the self published things, they got an audience. And I don't want to not be authors, because it's my God, being an author is incredible, but they're not my cup of tea. I'm locked into this series. Now, I've had a I had a 27 hour book and a 17 hour book, and I just today started another 27 alcohol for the same publisher. They're all of the same sort of nother fantasy. And I've had to turn down books from publishers I love with really good books that, you know.

Toby Ricketts

It's funny how, you know, being a, sort of a subcontractor life or being self employed, and does have such ebbs and flows. And I've had to, you know, counsel, a few sort of voiceover artists on that kind of slight word upward trajectory that you will have weeks when no one calls you. And it's not the end of the world. It's like it's the time to do your marketing. And like it does does seem to pick up as long as you put if you start putting the time in to to promoting yourself into finding new ways to work. But it can be quite disheartening, I think. And it's nice to hear from someone with so much experience that that happens to even you with the awards. You know,

Simon Vance

it's just that I remember John Cleese getting very frustrated because people were looking for John Cleese types. He goes through the career of a of an actor or something like that, you know, then it would go through various things. Give me John Cleese. And it will give me a John Cleese type. And then John Cleese is going but what about me? And I think I feared that was a time when give me somebody give me a sign advance type because him signing events is too busy. We won't have time it was a lot of assumptions on the way that sounds do business. Right? I'd have to keep going out and reminded me, you know, I got some space here. Yeah, I've got some time if you've got anything for me. But you're right. It's about communicating, being in touch with publishers and the industry as a whole and keep reminding them that you're there even at my level, you know, forget. Oh, he's okay. He doesn't need work.

Toby Ricketts

Yeah, yeah, absolutely. Yeah. All right. Let's switch gears a little bit and talk about some specific projects is basically just me like having a slight fanboy because I want to peek behind the curtain. The two I mentioned at the start, which the the Sandman series from which is on Audible, which is just such an it's one of the best dramatic productions audio only dramatic practice I've ever heard this, that the the level of acting and the level of production is just it blew my mind when I was into it. So do look. If you're into the surf, then do do look it up. What was the process? Because there's a lot of dialogue in that. And I can't imagine they got everyone together in the same studio. So once that managed from afar, and was it live directed sessions, did you have to travel? How did that sort of turn out?

Simon Vance

Oh, gosh, I think a few years because I only have a few lines in the first one and add more in the second one. They're different because the second one was right in the middle of the pandemic. First one. Well, here's the thing I get on very well with the director, duck Max, producer, director and fantastic Medusa. Oh, god, he's incredible. He and I, he's a classic Skype warning. I don't he's born but he was. He went into a friend's same grammar school as a friend of mine was taught by my friends. It's a small world stuff. I mean, he could go in detail and stuff like that, but I bumped into him at at one of the audio awards. And we got chatting has a lot in common. And I also happen to know Neil Gaiman so that was that was helpful. And, and we he hired me for it. And I was I wanted to do it over there. He's willing to let me do it from here remotely. But never on any occasion. Have I been in the studio with anybody else? Well, other friends report. So who's another audiobook narrator extraordinary artists. Brilliant. Okay. Nothing else. He's done a lot of good stuff. He lives a couple of miles from here. But he he went into the studio with Michael Sheen was there, Neil was there. Three or four other British actors were there and he had a phenomenal time for his week, but he did some great Ghibli Gilbert I think in the first season, and it's just phenomenal work that he does. He's a very talented guy, but he got the pleasure to meet of meeting people but I went there and it just happened to coincide with a couple of days after my mum died, but I booked it so I went in and did it. But that was the first Lucien the librarian session that I did. And I just sat at a microphone and done I sat beside me, and he read the other lines, and we let the guy you know, I respond, but he'd say he knew what I think. When he was James McAvoy so he I don't know if he'd recorded James at that point. But he, he knew how it was going to be. So he gave me He fed me the lines, and I responded. That was the first season or first act, act two and act three I did here. This is my studio.

Toby Ricketts

Yeah, we're gonna get into that a bit later. I'll ask you some questions.

Simon Vance

And, and I just I think we did it remotely. Yeah, we did it. What's the subject?

Toby Ricketts

or something? Yeah, yeah. No,

Simon Vance

you're talking about voiceover Thank you. So we did voice source connect, and with a studio in London. And, again, he read the lines, and I responded with a suitable space, they knew what he likes. There's one part of act three that I did a whole sequence I knew was coming up, he wasn't sure if it was going to be included or not, I can't remember it depended on their choice of what they were going to do, which episodes and so on. And I thought, You know what, I'm gonna go in the studio and have a go just for the heck of one morning I woke up and I thought, Oh, my voice feels good. Ladies with VoiceOver, you know, something that you wake up? Oh, I sound good this morning. So I went in the studio because it was a like a 20 minute read or something like that. And I just launched into it. And I sent it to him. And I said, you know, if you want to use this, I'll do it again. And it came around that they then decided they were going to use that scene. And I thought, you know, Were you okay with that you want the other goes? And he said, Well, why don't we think about this accident or this axis? I went back in the student I did about four or five times more, way more than he needed. And he actually I think he's using the original.

Toby Ricketts

Yeah, then some of them away. There's something in that first read that just is fresh. And yeah. And probably your interpretation as well.

Simon Vance

Yeah. And that was not resource Connect. There was just me doing it right. off my back. Because I'm a storyteller. I read books. I don't have a producer in my ear all the time. Yeah. So

Toby Ricketts

more comfortable. Exactly. And the other one I want to pick your brain about was was the the first book in dune because you've been the the narrator for the series in June, that must have picked up in popularity over the last couple of years with with veal nerves, beautiful film that has just come out recently. There were a few interesting things about the production of doom, though, that I found interesting. And I don't I'm not the production because I think it was a fantastic production and your parts were just absolutely sublime. But it differed from other audio books in that it was a mixture of single Narrator doing characters and other chapters were actors doing scenes with narrator in between. And I wonder whether they explained what that how that was going to work to you or or any kind of, you know, detail about how that occurred.

Simon Vance

It's an interesting thing. I think they do a much better job on it today, because I think people are much more experienced in the industry with with multiple voice or whatever they want to do. I'm not sure what their decision was based on. I'm not sure whether the people who did it and I know them at a distance. I've met them. And they're good producers, but they decided to split it so that you know, and I don't know what the thought process was on what scenes are we going to make, like audio drama as it were and what scenes we're going to have single Narrator I got a script saying these are your bits to read. So I went through that and it was great because Scott brick who does some of that who does the voice and he plays portrayed is in the originals and he's he's worked a lot on the dune books with the with Brian's Franco but son Brian, and he got from him. Before we did this, he got all the pronunciations, right? Yeah, all the authentic pronunciations, not like the, the movie was made way back in the 80s, which had all the wrong pronunciations in it. And Frank Herbert was a pocket POC, elliptic, or at least very disappointed anyway. But we had all the right pronunciations. But so we got all the list and pronunciation stuff like that. I just recorded my bit. I wanted to hear what the other voices were doing. Because from my from my point of view, and it's been pointed out to me, sometimes I do a voice because I like to not make a huge character thing. I don't overdo voices, unless it's Dickens or something, and you know, but I want to differentiate them when I give them a sort of voice or accent or whatever. And of course, that wouldn't be when they did the scenes, that wouldn't be the voice of the actor, it is one

Toby Ricketts

interpretation, isn't it? You know, it's two people having a go at the same character, you're going to get a different result. And without those interacting, it's going to be a different result.

Simon Vance

I've never gone back and listened to it. And I'm sorry, I sort I think I'd be too critical of it because it was a little bit of a failing on my part, perhaps or, you know, but it wasn't offered that I should have done some more research on who's Playing what and how are they doing? And I'm not sure any of the actors would have been able to tell me because

Toby Ricketts

I don't I don't think so I think your your parts were absolutely fantastic and your interpretations of the characters were bang on so I think you I think you did a fantastic job in that

Simon Vance

interesting and it's has been successfully one it was my second or third Adi back in the day. And yes, I didn't get because I have a Google alerts if my name pops up somewhere in the world. And months, it was like, you know, the list of best selling audiobooks or something and Dune was was

Toby Ricketts

up there. Yeah, yeah. Because I mean, I mean, I only bring it up because he like when I listen to audiobooks, I am hypercritical, because I'm thinking if I was doing this, how would I do it? And like what, you know, what does this all mean? Whereas I'm not. It's difficult when you're in the industry to become completely immersed in it because you're constantly do, do you listen to audiobooks? And do you find it difficult? In terms of you're constantly kind of interrogating the production?

Simon Vance

Well, I don't listen to what I bet very rarely these days, there was a period when I drive, we had a, we originally lived in the Bay Area, San Francisco, my wife and I and my wife has been teaching at UC Irvine down in Orange County for the last 15 years. And eight years ago, we moved down here partially about for about three or four years. We had a house up there and we had a small rental down here. So that will bring together all week she was flying down once a week and flying back. And I was trying, I was exploring Los Angeles and movie work and stuff. And I drive the five or six hours. And because of a very good friend of mine, Grover gardener, who's been in audiobooks about as long as I have. And he does wonderful biographies and stuff, Carnegie and you know, Rockefeller, and all the rest of it, and I love those. Also, around the time, or maybe even bit before that I love I listened to some of Scott's books, because he's a friend. And there was a lovely woman, Kate Fleming, who sadly died. But I was I knew her well. And I listened to some of hers. And I listen to a couple of other books. But like you, it's hard for me to listen. Because I'm if I because most of the people in the industry I know. I mean, I listened to some. I did enjoy listening to books. There are a couple of British actors I liked. And I can't remember the names now. But they did some classics that I enjoyed, that I hadn't done. I didn't mind listening. But no, I I tend not to because it's difficult. And also, I haven't got the time. Yeah,

Toby Ricketts

exactly. If you're not commuting or doing some kind of long distance or, or yard work, which is my favorite time to listen to audiobooks. And you know, I found I mean, I actually have the opposite effect as well. Sometimes when I find someone who's so good, and I like so much that it actually starts to give me other strings to my bow, I find I start to learn things from them through their interpretations. And Derek Perkins is one of those who who's done a number of audiobooks who I nonfiction, and I just I loved his nonfiction delivery and really took lots of inspiration from it in a way. So it's kind of it can be, can be quite freeing in a way and to find new ways of doing things. Yeah, yeah. Yeah. Do you happen to sort of have a favorites? Or do you have genres that you sort of specialize in? Be it fiction or nonfiction? You sort of pigeon holed? Or do you try and keep it nice and broad so that you are applicable to more chops.

Simon Vance

I'd like to keep it broad I did. Because when I came into the industry, we did everything. In early 90s. I got everything. A lot of things quite rightfully are now going to people who are more appropriate for the characters and for the parts and so on and so forth. I think what I did was was good. It was never a caricature and stuff like that. I remember doing a piece an author had written the piece set in the Caribbean was an English, it was like five different characters, and one was an English detective, and there was some locals and stuff. So I researched accents and did the modern, the author was so impressed and loved what I done. But I'd never be asked to do that kind of book now, quite frankly, looking at things differently now. So, but I did everything. I do get concerned apart. Partly three, three fantasy books in a row is driving me crazy. I don't want any more of these. I just don't do them anymore. And there's it's just one publisher, and that's basically a lot of what they do is self published books. But for my main people, they send me everything across the board. Of course being English. I did all the Charles Dickens and you know,

Toby Ricketts

great expectations. I think it in Sherlock Holmes.

Simon Vance

Sherlock Holmes. Yeah, yeah, a lot of love that stuff. Yeah, I mean, it's, I've done so many books. People say well, what's your favorite? I know you're probably gonna

Toby Ricketts

just put a line through that question.

Simon Vance

I don't know. I mean, yeah, we'll get to that question. Yeah, I've got a few that I've really enjoyed over the years. But yeah, I'm actually trawl up and all the rest of it. I've done all those Thomas Hardy's and stuff. I mean, there's still probably some I haven't done back in the day you see back in the 90s and the aughts. And before it really took off. Most of the the audience, the customer base was libraries. That was where they were aiming. So it was all the classics. These days, it is changed so that it's new books, any new book has got to have an audio version. So that's where the pressure is now. Which is a shame, because I think there's still a lot of classic books out there that I would love

Toby Ricketts

to do. Yeah, especially movies, when there's movies involved as well. Like,

Simon Vance

pick him up. Yeah, I mean, if there's something they'll pick it up, you know, so it'll get get pushed and so on. But yeah, the new books definitely. Yeah, they want them done yesterday.

Toby Ricketts

Yeah, totally. So going into some sort of the craft the tech in the business of this is kind of the the, the business end of the of the discussion where we talk about the different sort of components that make up a sort of a you know, your, your method with when it comes to characters because characters are a big part of fictional audiobooks, possibly non fictional, but not not generally. What's your method in terms of how do you keep it consistent? Do you go through and do all the character lines at the same time they could do it or that kind of thing? Do you research accents? Do you engage with the author to say how they'd like it done? Was it just your interpretation? What kind of is your approach? All of the above? That was easy.

Simon Vance

Moving on. Let me see what just you threw in the thing about nonfiction and it's one of the rules is really generally speaking, you don't cook put voices on nonfiction because you're trying to do real people. So you know, there's been a time there have been times when it's okay, you know, Chilean butchers talk like that. And we have had them on the beach where you don't want to overdo it. But the things like that, but often you got big up people from around the world presidents prime ministers, whatever, and kings and queens you don't want to be if they're in quotes. You don't want to give them voices because it's just distracting. So that's one of the rules that whenever I say rules, I always remember Prunella scales and actress in Britain, who played Basil Fawlty, his wife and Fawlty Towers, wonderful. Timothy West's wife, Samuel West's mother. She said, she gave me a list of things for spoken English and poetry, one of the things at the top of both them was these, these rules are for the sake of making sense, and so on and so forth. Also break these rules for the sense of making sense and whatever. So there are no rules. So when I say a rule is you can break it, but is it guide the way of starting in character voices? Yeah, I mean, I remember we're just going back and going back to the beginning, when I did audiobooks for the blind, sitting in the green room, with actors on the west end, I was in radio, and there were people from radio for three and four and an actor's and stuff. Sitting around, there was one fellow who insisted no character voices whatsoever, he was one of the old school. And that was a that was prevalent for some time, even here, I think. But uh, but generally speaking, I was always somebody who loved putting character voices in and, you know, for the way the book for the book to make sense. Because quite often, you have a long page of dialogue, and you don't know who said what, and unless you give them a little bit of on, if you've got the page in front of you, you can reference back and go, that's him speaking or, you know, you get a sense of what they're saying they give you a guide to who it is who's speaking, but I think carrier devices help and the thing about audiobooks is I don't want to get I don't have my audience thinking too hard about things like that. So I want it to flow I want people to understand and to be keep with me, you know, not, I don't read fast, but I read faster than some, but I like to keep it you know, so that they can follow the thread. So that's the main reason for doing character voices. Now how i i do them. I tend to I know Jim Dale, who is an extraordinary narrator and he did all the Harry Potter's over here, the US Harry Potter's Stephen Fry did the ones in the UK but Jim Dale would break down the characters before he even starts the book, and he'll work on the voices before he even starts the book. I tend to and I think that's a wonderful way of doing things very organized, but I'm not very awkward to entertain my guide from the moment I know I understand who the people are I understand the background. I was mentioned Dickens here because he always did a wonderful thing where he named his characters in a certain way Mr. Jolly so you know. Yeah, this is there's often a little clue in that but also they often spend a paragraph describing before they open their mouth, and as an actor, that's all gone. I mean, it's just wonderful. It feeds you and, and then I open my mouth and what comes out is what comes out in the moment most of the time. And I don't at that point, I get an idea in my head of what they look like. Mm hmm. Sometimes it's it's not so much these one though still these days. I'd actually put a face on it as an actor if I'm doing an Alec Guinness face. I can't I did not used to quote this. Some say Alec Guinness because I could do an Alec Guinness ish voice. Like think of this kind of school teacher was not a Guinness type. No, me doing an Alec Guinness voice you probably wouldn't know it was Alec Guinness. But that doesn't matter. Hmm. John Wayne voice it may not sound like John Wayne or something. But in my head. It's what comes out.

Toby Ricketts

It's an attitude.

Simon Vance

I hope I don't. character isn't attitude. It's also the way I nail the name onto that guy's forehead reference. Yeah. So he's kind of a visual reference, you know? Yeah. So it's, you know, 20 chapters later on and go, Oh, that was Alec Guinness. You know, when when Dr. Smith walks into the room again, oh, it's Alec Guinness. And I've got the voice. It's there. And that's that's the way it is, if you're doing one book, I have to talk about this. Because I'm doing this, as I say, this fantasy book, which is a fifth in a series. And I haven't done one of these in about a year and a bit. So I had to go through the script and find all the people who opened their mouths by reference, the old ones. In the first nine chapters, there's like two and a half pages of names, but 80 names, and then I go back to the other books and match up the voices. I use their eyes, and it slowly comes back to me. And I remember people who are organized, make voice files at the time, right? Yeah, yeah. Yeah. And you look great on that. And I actually, I have done it on times. And then I lose the voice voice file. Because it's two years between books. And I go, where did that one go? I thought I kept I guess I didn't save it. I guess I trashed it along with something else. So but but generally, the way I I remember them during the book is that I see the actors on the stage.

Toby Ricketts

Hmm, interesting. And do you as part of your sort of research? Do you cold read books? Or do you pre read them? So that you know what's coming up effectively?

Simon Vance

Yeah, I did, like various the golden rule, when you're beginning audiobooks for a beginner is read everything, read it, at least once

Toby Ricketts

pre read it. So So get familiar with the text? Yeah, yeah.

Simon Vance

And I don't do that. And I've never been one to go in detail, except to the two different things. One is, when I had to go to a studio, and I had a producer, or a director and an engineer or something they're relying on me Time is of essence, I would pre read the book, so I knew what was going on. Because otherwise you're wasting people's time. If you're sitting back knowing now, what shall I do here? The other occasion is, if it is a mystery, I need to know who the good guys and bad guys are. If it's if it's a real sort of thriller of that kind, it's crucial to know that most books you know, I don't wing it. I mean, things like the dickens and the trollops on the Hardys. I would actually get quick notes. You know, the SparkNotes. Always and then just go through Oh, yeah, okay. Okay.

Toby Ricketts

Yeah, quick, catchy cheat.

Simon Vance

Yeah, I saw a thread on Facebook. I didn't go on very much these days. But I saw a thread where somebody is going on, I'm starting in this business, I'm, I'm reading my books two or three times I've heard somebody say they read it four or five times how many times you think I should read it? Like, no, no, no, stop, stop. I get it. I get it. People are nervous about that. And I think you need to read it as many times as you need to be comfortable. I happen to be a good sight reader. I trust my instincts. I've been doing it for so many years, you know, 40 years or something. So I trust my instincts. So I can I can jump on a page, and I'm into it and give me a few clues about the character and boom, I can do the voices. Also, as I said, if I'm in a studio, I will pre read and plan stuff much more if I'm here, which is 99% of the time. I've got time to if I get into a chapter and I've I've given somebody a voice that I suddenly don't like I can go back and start again. Just me it's just my time. I'm the one who's penalized by my sloppiness. That said, as I say, if you're a beginner, it really pays to to do the research and to you know, have a good idea in your head, as I say until you feel comfortable. And if that's one reading, go with it if you don't because somebody else done something in a certain way doesn't mean you have to do it that way you can experiment. I think that's a good thing. And that's the thing about teaching. You know, this is the experience of the teacher that takes, in my experience, it takes somebody to two readings to really get comfortable with it. Try it. And if that's too much, for me, I like. And this is a lazy man's argument, I suppose. But I like the sense of surprise. And I know, as actors, we can be surprised every night of the week with the same lines in a play. So, you know, it's an acting skill to be surprised, but I still like for my to feed me. Otherwise, books become very dull and boring. If I've read three times I read every book three times before I get in front of the microphone. I will not enjoy this work.

Toby Ricketts

Yeah. And you'll be able to hear that in your voice. Yeah, I'm more likely that

Simon Vance

than the fact that yeah, that because I can, you know, yeah, yeah, it's that I don't think the fact that I am acting surprised. Yeah, you'll hear it. Yeah.

Toby Ricketts

Yeah, I one of the best quotes I I ever heard was be prepared, but not rehearsed, is that rehearsal thing kind of gets rid of some of the energy that you bring to a text when you first are interrogating it, it's got that

Simon Vance

reading, you know, when you driving, you begin driving and you you behind the wheel, and you're looking about two yards down the road, or meters, depending on what system you're using. And it's really how gardening, because, and then you get to a corner and get, Oh, I get to sit in the corner.

Toby Ricketts

Everything about everything. Yeah, everything. Whereas,

Simon Vance

you know, as a driver of years experience, you're looking way down the road. And as a narrator, that's sort of the way you've got to be, you can't be looking at the words. It's a weird thing to say this, but you I'm not reading the words, I'm looking beyond the words absolutely being processed in the brain, because that's the way you get to what's beyond? Well, there's, there's a whole world beyond that the words are basically suggesting, and the way through to the author's mind is that way, but if you're plugging each word in, this is where you get the awful beginners thing of emphasizing too many words. That's that's one thing. And, and, you know, emphasizing every v and a, you know, instead of going Oh, yeah. You know, people just get that will express every single word.

Toby Ricketts

Yeah, exactly. So it's more about, you know, taking a step back and trying to get, like, communicate concepts, rather than the language itself. Like the language is just a vehicle for the concept. And it's, it's worth, you know, trying to say, yeah, yeah, very good. Very good. And just quickly, do you have much contact with authors at all? Because I imagine people think that you're, you know, sitting down having coffees with the authors every morning before you start recording, but it's probably not the case. For many if not,

Simon Vance

some of them. I mean, it's difficult. Dickens has never answered any of my emails. But when they're alive, they're usually very happy to chat, discuss things. And I do like to be in touch if I can be. Publishers are very careful. They don't want to rate us they don't. They're generally protective of that separation. Yeah, they like to be the middle people. And I totally understand that. That said, I've been around long enough. I just want to talk to the author. I mean, trust me, trust me, man. I'll be okay. You know, I'm not gonna embarrass you. But part of the part of the issue was, I don't know if it's still the case now. But they used to get upset because narrators would call an author directly, and the author go will go, Oh, I didn't know that. Make an audible. I wanted to read this. And then issues, publisher and whatever. So that was one of the reasons for having that boundary between you. I've always liked to contact the author if the book needs it.

Toby Ricketts

For pronunciations, and for context, perhaps

Simon Vance

just Yeah, I. I think I mean, I'm thinking specifically of the book I did. I did the prestige by Christopher Priest, it was made into a, he's a wonderful author and was a friend for years, I sort of lost touch with him, he moved off to the west country in England, and I haven't seen him for years, but I did the prestige. And I tried to contact him, and it didn't get any response. And it's basically I think there's three, four different, I think, five, again, five characters. And I don't want to give away a story, but I launched into it because I couldn't get in touch with them. And I was quite a long way through. It's only a seven hour but now it's four or five hours, when he finally came back to me. So sorry, I was traveling in France. And I had a phone call with him. And he gave me such I can't even remember the details of it, but he gave me a different perspective on it. I just threw out everything I'd done and started again. I don't do that very often because it was time consuming. But that was extraordinarily useful. pronounciation is obvious. I have a lot of time. I've spent a lot of time on the phone with people or emailed them generally. And got a long list of pronunciations that's often with the fantasy books and stuff like that. And, you know, some good friendships that come out of that. I'm doing the book after this one is by one of my favorite living authors guy, Gavriel Kay who's just, I love his writing. I just love it. And I can't remember how when we first met, but I ended up he, he's sets up in different parts of the world and writes for, you know, a month or something. And he was in Monterey, and I went, my wife and I went down and stayed overnight. And he introduced me to the Negroni cocktail. This was many groaning No, I won't go. And I'll give you the recipe. Oh, it's um, and I'm his sort of go to VI. He insists on me for all his books. And this next one is a joy. And that's actually one that is not complex or anything? Well, it's not a simple book. But I am sitting and reading it ahead of time. Whereas I wouldn't necessarily put the time aside in the detail of this one, just because it's such a, it's a really deep book, and I want to get it right. And it's personal. It's personal. Yeah, yeah. But I will always I will reach out if the author's alive and is interested in chatting, I will try to contact them and get some because they can give you insights and so on. Beyond pronunciations, and stuff, I am pronunciations quite often just you send a list to the publisher and they send a list to the author who then sends it back. I'd like the author to read them actually.

Toby Ricketts

Yeah, exactly. I was gonna say cuz I mean, it's it's horrible trying to get a phonetic version because of course, in different accents, phonetics have completely different meanings. So it's, it's a challenge. So moving on to the technology, the tech space, because you record a lot of your own stuff, you run your own studio, I can see in the background I can like I like to see what I can get in the background. You You used to have a Whisper Room, I think or something like that. And your videos on your website, you have a sort of one of those booths with a window and stuff. But that looks like more like an inbuilt one. Now. This is my, this is some of the

Simon Vance

cool secrets. No, this is this. This whole room was built. Two years ago, see my forehead. This is this is how I used to talk to my mother on Zoom was always like this. Yeah, I had this built in the garden. It was actually completed two years ago, almost exactly. This, I'd head up north in San Francisco, and it's a six by four vocal booth. So it is exactly as you say, one with a window in it. Yeah. And it fits nicely in the middle here.

Toby Ricketts

Oh, that's nice. And then inside of the big room, air conditioning duct as well, which is which many people would be like, I wish I had good air conditioning but important for you.

Simon Vance

Well, there are times it hasn't. I mean, I bought the on the top there there is that that box? Yeah, that box there on the top there is the is the sort of allows air in and out as a filter sort of keeps the sound. It was never that successful. But I managed to insulate it. This it goes in in one of these one of these boxes here and out on one of the others. The room itself is pretty cool. I have a mini mini vac. I think they call it on the wall up there. Yeah, which I can run and it makes barely any noise. So that's good. Yeah. So by the time this is a double walled booth. So by the time I'm in here, I kind of put a light on

Toby Ricketts

you. And you got the is that a UAC seven.

Simon Vance

It's a UID seven the story behind that I had a I started off with a $50 shore 30 years ago, and I ended up going to a nine month TLM 103, which is pretty standard. And I found that what I found it allowed too much sort of surrounding noise and it didn't please me a hugely I went with a Sennheiser 416. Is that is that that's on now. And again, I liked it because that is what I experienced at Blackstone audio studios when I went out there some time to record and I thought it was nice and clean. But it's clean.

Toby Ricketts

Exactly. It's very, it's kind of harsh.

Simon Vance

So I started looking around and I had a couple of other ones I tested and then I thought oh, I'll try the u 87. I hope you got I don't like it because it's expensive.

Toby Ricketts

Here. There it is. Exactly. Mine's in my drawer at the moment because I actually bought one on that basis. And I tried on my studio and it just doesn't sound good in this room. But I'm building a new studio, which will be open in the next month. And I hope I really hope since I've invested in this mic that it's going to it's it's going to sound good because I found it was it was picking up again too much ambience of this room and that the forensics is so much more directional. So that was working better. But um, but yeah, do you do you enjoy the technology behind studios and recording?

Simon Vance

Um, yeah, in a way. I mean, I'm not. I'm definitely not technophobic. I love it. I just don't remember. So Matt, you know, you set something up, you know, I've got my I got stuff here. This is I got a Mac Mini on Apollo's two with twin solo, whatever it is, I actually use a grace. That's the one the M one of three. I've got PreSonus this is one, the ADL 700 valve one which I'd actually don't use, right? Yeah. But he wants to buy one. Yeah, so I've got that's what the thing is, I you set these things up and you get them working. And then five years later on something goes wrong going, how on earth did I do that? Yeah.

Toby Ricketts

Yeah, exactly. And I mean, consistency is a massive thing. If they want to come and do a chapter or or an update or something, then sometimes, you know, it's, I suppose you basically deliver them as one thing and then that's it. You know, you very rarely would you

Simon Vance

changes. I mean, I never change. I've never changed my settings. Yeah, they were set years ago. You know, if I brushed against it and knocked all the things, I'd be like, Oh, my God, how did I I think I did photographic once a few years ago. But no, I mean, in terms because I have to do pickups, I have to do corrections that have to fit into the book. So basically, I don't I never change it. I experimented with various different positions on the microphone. And then

Toby Ricketts

and we're sitting on the on the u 87. The cardioid pattern or figure eight or the Omni?

Simon Vance

I'm saying that sort of thing.

Toby Ricketts

Yeah, the kidneys sort of shaped one. And what some audio software are using to run cuz I didn't recognize it from the videos on the website. Yeah.

Simon Vance

Well, this is back when because I think I was one of the first people to use to record directly to a computer because we used dat and a well cassettes, in 9394 cassettes, audio cassettes, and then that and then I know some people went to a dat I didn't, I went straight to a hard drive in 1996 because I was just going through the separation and I needed an I thought I'll try this because I I do love the technical side of things. I love experimenting with things like that when I can. So I got one, it was like a four megabyte RAM, and 120 gigabyte now 120 megabyte hard drive, you know, and it will take, I'd record for an hour, and it will take half an hour to save their dog in 1996 97 and a half an hour, I'd finished recording my hour, set it to save it and I'd walk away and hope we didn't have a power outage or anything. But But at that time, I was looking for the software. And it was like I didn't know, there was no internet to go and ask I think I did have a worldwide web box or something that allowed me to access but nobody, there was nobody selling anything, anything no advice. And I went into a music store and they sold me Cubase which is a music editing software, which had as a tiny part of it Wavelab 1.0. And both Wavelab 1.0. And I stayed with Steinberg ever since. So this is Steinberg's or something?

Toby Ricketts

Yeah, so I've definitely heard of people using Wavelab it's uncommon, but it's not unheard of.

Simon Vance

I really liked it. And I I've tried to go with Pro Tools from time to

Toby Ricketts

time Pro Tools is too complicated for most complicated and

Simon Vance

it never did. And I don't, I don't know, if you well, you know, there's I record straight, I do not, I don't do punch and roll, rock and roll or whatever they call it. I tried that at times. But my argument about sticking with it is I have more control this way. Because I'm I worked in radio for years. So I edited tapes with a little razor blade, and so on. And so I know to listen for where you can edit.

Toby Ricketts

Totally, yeah, that's such a skill. And it's, it's almost becomes an instinct, like because I'm the same now I've a very specific way of doing of doing cuts and, and I can almost edit without listening now because I know the shape of my voice and where I will pick up from etc. So,

Simon Vance

so it's, you know, the little yellow pencil back in the day, but I. So I find that with Pro Tools, you know, you've got to consolidate the thing afterwards, and it does the crossfades. And you really have very little control over you know, you might cut half breaths and all the rest of it, which is what the publishers you'd take these in, the engineers will then be cleaning up. But also you end up using the last take, I mean, I know there's options because it stores them all on the side. When you do retakes and stuff like that. You can send the whole package but with uh with this, if I I can edit like you say I can edit in the middle of sentences on C's and D's and F's and Ks and all the rest of it and the very beginning of words middle. But also if I do three takes of a sentence say I can take the beginning of the second sentence and the you know, the end of the second sentence or the beginning of the third take and put them together and I can clean it up that way if it's yes, most of the time. I'm just doing straight edits.

Toby Ricketts

Yeah, I'm exactly the same. I just use the to track editor and then just keep it simple. And then and you have a method of noting visually when you make a mistake like a like a click or a dog click or something.

Simon Vance

I have a I don't even see on here. But if I put a little a on here, because that's tomorrow's file I'm going to do I get a little modified. If I record Yeah, so that's, that's it in record. And I've got a little Marker button on the side, it's over here. It's gone. I'll just drop the marker, I'll make a fluff. Yeah, I'll do that now. Do it again, or whatever. I mean, when I stop that out of the way, there's a couple of yellow markers on the right. Yeah. There's, I've got so you know, my I added on my iMac over there. And I've got a programmed mouse, and I just hit one button, and it jumps to the next marker. Oh, that's great. Yeah. another button that erases it cuts it out. I've got various shortcuts, which makes editing really quick. I'm very absolutely

Toby Ricketts

as long as you are disciplined enough and, and have programmed yourself to actually when you do mistake, put those in because it takes a while to build up the instinct of like, I've made a mistake. I'll do this. And then later on, I'll know exactly what it is.

Simon Vance

Well, the hardest part and I still deal with it is, you know, the when you've got the record thing up there, it's a very small little corner, little button to press that. Does it mean, sometimes the mouse drifts off? So I'll think I'm clicking it or not. And the publishers fortunately know that from me occasionally. And they know I do that. And it's very straightforward. Retake Yes.

Toby Ricketts

So you you kind of have options, depending on who you're working with, don't you whether you provide just the raw session, whether you do edited versions, as well as increase the time obviously, sit back over here. Yeah, by all means.

Simon Vance

Everything the Yeah, I. Yeah, I mostly do the editing. It's rare. I think there are a few occasions when I work for Penguin Random House, the one I'm doing for guy Gabriel case through Penguin Random House, and they want a producer on the line. So I'll have a director, listen to me, and he'll be making he or she'll be making notes. And I won't need to drop a marker or anything. So I basically just record, send it off to them, which is the way they work in their studios when I got into a woodland hills in Los Angeles. A couple? Well, not for a while I did a George RR Martin a couple of years ago. And that was the last time I was in the studio.

Toby Ricketts

It does feel like a wonderful treat. When you go into any you literally just reading experience,

Simon Vance

I have to say I'm I, I get very nervous. For this book, I know the first few chapters is going to be a little difficult because I'm aware somebody is listening. And one of the joys when I'm working alone, it's nobody's listening. Yeah, but being a studio is a different is a whole different atmosphere when you're in the studio, and you can just, yeah, you know that somebody's taking care of it. They're taking care of the levels, and they'll listen for everything. I don't know that I don't do a better job sometimes when I'm home on my own. Yeah, cuz I'm very, very judgmental. Yeah. And I will retake more. Because I hear it in my, if I'm letting somebody else take care of it. They're not always stopping me when I think you know, because I'm not thinking in that way. I'm just reading, you know, in the story, telling the story and so on. But I'm not thinking in a sort of directorial way. I know, there are people who don't like that sort of, they're having to think of three different things. But I'm actually quite capable of three things when I'm doing narration, and exactly

Toby Ricketts

the same. Yeah, exactly. And live sessions. I'm happy to run the recording and all the other stuff as well. It's kind of exhilarating. And if anyway, I'm very weary of time, because we've we've been talking for 65 minutes, it's been so wonderful. But I've been carried away. So I've got a few more questions, if you've got a few more minutes to to indulge me. Absolutely, yes, we barely started. Yeah. So this is more around the the business of audiobooks, because like not many people really get to get an insight into it until they actually become an audiobook narrator. And, like, how does the business of audiobooks work? Obviously, you've got relationships with publishers, which are probably your most important asset, and then you've got independent authors and people approaching you directly and whether they're whether you do like, you know, you record it for free, and then share the royalties. There's all kinds of options out there these days. So I'm gonna take us through some of those options.

Simon Vance

I can try I again, one of the reasons I don't do a lot of coaching and stuff is because I don't have I don't have the tools that are needed to begin, you know, I rely I could rely just on the publishers. They have come to me over the years with Blackstone audio for many years, and then I did go into New York, on for an APA, audio Publishers Association event. They run a conference every year, and you'd get a chance to meet publishers and so on and so forth. I met someone a couple of years later tanto asked me to do stuff in books on tape, we became Random House and then Penguin Random as so and then somebody else in the industry will call me from another publishers and so on. So I could just work for publishers, which is of course, if you're starting in the business, that's nearly impossible. You've got to get something out there. The one thing that again, this is what I don't really know the full details, but I have worked through a CX a couple of times. But I know some people go through a CX, because it's gonna be a bit dodgy. There are a lot of pitfalls. I would recommend going onto Facebook and joining some of their groups. I hate to recommend Facebook

Toby Ricketts

is a meeting place, isn't it? And like you say, like me, especially with COVID like the conferences just weren't happening or aren't happening. And it this it still happened the audio book conferences or Yeah, I

Simon Vance

believe it's happening soon. I'm not attending this year, but I think it's online. Right. But I but a CX, you audition you've got a you do everything yourself at home, and you can do royalty share, and but there are a lot of scams out there, you got to keep an eye on so I would highly recommend researching and maybe even just spending some time with an experienced narrator. Not me. But somebody who teaches or somebody who coaches who can can i Oh, you can you can learn by looking on Facebook, there is a great website called the narrator's roadmap and caring things. I think I can sorry, my

Toby Ricketts

Yeah, I think you have mentioned on your website there abouts. You've got a section for for sort of people who want to find out more

Simon Vance

when right isn't? Yeah, I mean, the website is something I got redone last year. I haven't touched it in a year, but it still got some information on that. Yeah, the writers roadmap that is narrated roadmap for search. I think they have a free level, I think she started charging to get into the real weeds of the thing. But I think there's a lot of good contacts you can get from that. And it gives you a lot of information and things to watch out for, it's really important to pay attention. Because there are people who put stuff out on on a CX recording, there are some horror stories of people recording a whole book and then finding the person who asked them to do it didn't have the rights. Law and given away, you know, because especially, you know, I would do a 15 hour book in a week or week and a half. And people are beginning might spend a month doing a book like that, and then find that they're not going to get any money for it because the book will never be allowed out. Yes, there will be things to watch out for in the business. Yeah,

Toby Ricketts

yeah, absolutely. And you describe it on your site, as you know, the least well paid job in voiceover, which in my experience is kind of the case in terms of word count. Anyway, it's not like you get exactly $10,000 for 10,000 words. So it's, it's kind of a labor of love. Like I mean, the conditions are a lot better in a way in terms of if you love reading books, then you you know, you get something from it aside from the money which I think is quite nice a lot like I mean, I do I'm starting to do a lot of documentary work. And I'm loving it because I'm learning so much from doing the documentaries it's really enriching my life in that sense as well as you know, doing the work and getting paid for it. So is it the same with audiobooks do? Do you find you you are very learned from all of these titles? Very much.

Simon Vance

So. It is exactly that reason I fell into it because I just love doing it. And I didn't mind I didn't say eight years for charity one afternoon a week I get my time up because I loved reading the books. always enjoyed reading. It's it's not well paid. And you know, elearning is so much better paid because you aren't paid by the word in elearning. So many other areas of voiceovers do a commercial you can get 1000s and stuff but but audiobooks is it's it's a marathon, it's not a sprint, it's the joy of doing it. A lot of people I wonder about the people coming into the industry and expecting to make a living. And it takes a long time to get to that point. I mean, we're fortunate the union in the States has come in very strong in the last decade, I I'm proud to say I helped somewhat in that because we're industry as part of some of the publishers who came in some people came in around the time of audible being bought by Amazon. And because they could sell stuff to Amazon and they were paying some ridiculously low rates like $50 for an hour finished out. And that's just not livable, you can't live off that given many hours of research, you might have to put at least a minimum wage, or you're ending up being paid less than minimum wage. Yeah. So the union has come in and done a very good job of minimal minimal level of pay. And the publishers have been very good in that respect. Yeah,

Toby Ricketts

fantastic. So coming towards the end, I ended up bring up a question a slightly different question than the one I crossed out, which is what do you think your best work is not necessarily your favorite but if people were to jump in to your sort of career, what would what's your best foot forward?

Simon Vance

Well, I didn't love the dickens always let the Dickens and great expectations you mentioned that one was I mean, in some ways, it's easy. For me to go to the ones that won awards, because that's had confirmation from elsewhere. Yeah, that I do, like I did. With Nicholas Nickleby was, was lovely. Because one of the early days, oh God, who was the author lives in Greensboro, North Carolina. Anyway, he did a blog about how he was quite a well known. He's a he's a well known author, and he did a blog about how he never understood his book when he's given it at school. And then he listened to my audiobook and it made all's make complete sense. And that's something that audiobook narrators do. Because people don't read a lot. There are people who do have difficulty reading. And the thing is, if you're reading something like if you're American reading Dickens or trollop, it's written in an English way that the language the structure of the sentences are hard to pull off the page for some people. Whereas a Narita actually brings it to life in a way that you understand more easily. So things like the dickens a wonder that sort of was the big one for me early on was The Girl with the Dragon Tattoo. That's always been very well respected. And a lot of people will say about that reading it, they couldn't, they couldn't get into it at the beginning, because there's a long stretch at the beginning of the book. But listening to me, give it character really helped them into it. And that got me a huge number of fans. I loved Alan Moore's Jerusalem. I did. Alan Moore is the author of many graphic novels, V for Vendetta. And several others I have in my bookcase. But in watchmen and things like that, he's he's eccentric. He wrote this magnum opus, it's seven, it's 70 hours long. Wow. And when he wrote it, I got the call somebody, I think, who was a good idea. I recorded books. And I called Neil Gaiman. Because to call him I emailed him, because I know he knew our more well. And I said, Hey, I'm doing this when he said, What do you want me to introduce you to add in more so and I actually flew to England. I can't I got in touch with him. There's a whole long story there. But he's a bit eccentric, doesn't have a regular phone or anything. He's sort of off the grid. But I had a little bit of time before I started the book. And I recognize what this book meant to him. It was based in his hometown of Northampton. And I, I flew out on a Monday, I met him on the Wednesday, flew back on the first day was in the studio on the way to, you know, off my own bad, I pay for that myself, publish it and pay for it. And I love that book. 70 hours long, every chapter is sort of written in the style of a different author. But all the stories based on the history of Northampton is in Northampton. I'm saying that right. Yes. I slip up if I go wrong, and I apologize. But that's a lovely one.

Toby Ricketts

Yeah. Yeah. 70 hours is, it's a that's a very long time to you know, to keep it fresh and keep people's attention. Is that the longest audiobook you would have done?

Simon Vance

Oh, ah, yeah, it's close to it. I did. Oh, dance music a time Anthony Paul did a series of books back in the well, he started writing them quite early on, he finished in the 70s. He wrote 12 novels separated into quartets now, but it's all as Paul called Dance the music of time. And it's basically follows the group of people, one particular person and his group through the pre war pre first world war through to the 70s. And it seems ordinary historical document to look at English society, a certain sort of level of it. That I think is 86 hours. And of course, they've complete Sherlock Holmes. I did all that in one go. And that's 60 or 70 hours. So these ones yeah, those are the ones I've done in blocks. I mean, there's then there's a series like this one, I'm finishing 27 hours, which is the fifth one. And each of the other books has been like 15 or 18 or 20 hours. So it gets out there eventually, but I'd had that separated, you know, so that's separate. Yeah, but yeah, some big ones. I would reckon. I mean, the Guy Gavriel Kay books are a joy and T Garner is a fantastic one of his early ones. There's so many and Christopher Priest book I mentioned earlier, I love doing that and how fell occurred to me and the books that I Yeah. Oh, that one? dimension that one. It's very hard. I mean, it depends what people want to listen to what kind of books they want to listen to. It's very hard to recommend anything in particular, but the ones I've enjoyed have been those Jerusalem dance the music of time. Girl with the Dragon Tattoo.

Toby Ricketts

Fantastic, and well. We've taken up a lot of your time with this interview. So thank you so much for your time. Just before we go, there's lots of guitars on the wall behind you. And do you play the guitar as well?

Simon Vance

Yeah, yes. Well, I, I've had a guitar since I was a kid. I've sort of come back to in the last decade, I suppose. I've played I had a couple one. There's one there that I got in. That's less for coffee from Antalya, which is one of the Japanese makes, but it's the oldest one I've got. But I had that one for years. And I had a band when I was a student. I played a lot. And then I just sort of I've been messing around ever since. And then a few years ago, I promised myself I wanted a Les Paul, because that was when I grew up in the 60s watching everybody, Jimmy Page, Eric Clapton. They're all playing les Paul's, I wanted one so and I thought, well, I got in some late 50s. And I thought, Well, when I can really play well, and I will deserve a Les Paul, I'll go get one. And I hit 16 went Screw this. play that well. So I bought one. And that's, that's on the wall in the corner over there. Yeah. And when I got the Les Paul and I started doing online lessons, I liked the Telecaster. And then oh, my wife and kids got me the HSS Stratocaster PRs as a 10 top, that's the blue one, a really nice, beautiful piece. And I've got this was a latest joy. It's the Gibson 1959 reissue. He has 335 pounds beautiful, which is gorgeous. And I'm doing online lessons where the guy was online because we don't meet up but he's in LA. And I'm finding, it's great. It's a wonderful challenge, but I'm really finding the basic stuff. I forgot how did how does my finger do that? So it's embarrassing. So I'm embarrassed by how I'm one of those guys. There's a name for me, I can't know what it is for the kind of people who have more money than guitar talent. And I'm actually getting better and better and I got a I've got a drum machines and things. I got a drum kit around the corner as a bass. I've got up on the house too. So I think I can play I'm always self deprecating that I can play someone I love. I love that. And also, you know, I'm getting older. And one of the things they say about keeping the brain alive is challenging yourself. Exactly. Yeah. You know, same old, same old, same old. I mean, the books, I did all the books, but I'm sort of aging them out a little bit not doing as many hours a day as I used to. So don't have time for things like this.

Toby Ricketts

Yeah. Fantastic. Thank you so much for your time. Is there anything else you wanted to cover that we haven't done the interview?

Simon Vance

I'll discuss Ukraine

Toby Ricketts

can spend a very long time talking and we should do in the second episode.

Simon Vance

Say hi to your mom will do. Absolutely.

Toby Ricketts

Absolutely. Well, it's been an absolute pleasure to talk to you today. Thank you for sharing some of your wisdom and the stories from behind the scenes of audiobook wealth. It's been a pleasure.

Simon Vance

Thanks, Toby. It was a joy

An interview with British voiceover legend - Peter Dickson

Peter Dickson is a legend of the British Voiceover scene.
His voice is instantly recognisable to most, and he even has the moniker of "Voiceover man". This Christmas, I sat down with Peter to enjoy a couple of glasses of fine whisky, and also for a wide ranging discussion about the ins and outs of Peter's career, including his impressions and thoughts on various voiceover topics including;
Why living in the country is good for recording
Is it still important to go into studios to do VO? Or work remotely?
Why it’s best to keep your studio setup simple
Is microphone choice important?
Why a more expensive microphone won’t make you sound better.
Is microphone placement important?
Why is consistency important? And how to achieve consistency across recordings
Strange sounds in the studio…
What is a typical day like for Peter Dickson?
Getting jobs in the US vs the UK
Why is it good having an agent?
How voiceover work is stratified in different levels
How hunting for clients turns into farming your clients as your career progresses
How Peter is interested in aviation
What are some of the highlights from your career in TV?
Your voice is very recognized in the UK, what’s that like?
What is the range of your voiceover work?
How there are different genres of voice over work appearing
That X Factor voiceover, and how it came about
Why committing to the performance is so important
What are some of the highlights from Peter’s career - https://www.youtube.com/watch?v=ZaBt_bXlXmk
Is it important to set goals?
How did gravy for the brain come about?
Recap of the most important things we’ve learned about voiceover this year
What are some of the trends in VO for 2022?

What is Christmas like in the Dickson household?

Here is a transcript of our conversation:

Toby Ricketts

Welcome to vo life with gravy for the brainy Oceania My name is Toby Ricketts. I talk to the VO superstars in the world today the movers and shakers, people who are making things happen and who people are talking about. And it's my great privilege coming up to Christmas to share a lovely glass of whiskey with one of the most notable voice actors in the world. Definitely the UK, I think he was voted as like the most recognizable voice spent in a national poll recently. But he's also been the voice of The X Factor, and so many other things, the Olympics, a billion different documentaries and different things. So it's my great pleasure to welcome my friend and colleague, Peter Dixon.

Peter Dickson

Well, thank you very much indeed for that lovely intro. And I see you're opening your whiskey and I've got my whiskey here. I've actually pre poured mine in good TV fashion, so I'll probably top it up as we go along. But anyway, why don't you pull your I know we will get me through most of it.

Toby Ricketts

Exactly. I had a bottle. Don't worry.

Peter Dickson

You're well ahead of a sec. Good. Cheers.

Toby Ricketts

Merry Christmas. Yeah. Mm hmm. I'm on the Glenmorangie. Neck that I'm on

Peter Dickson

the I'm on the Macallan, which is a bit harsh, but it's a special occasion.

Toby Ricketts

Exactly. Yes. It'll be nice when we can share a glass in person next time you're on the same side of the planet.

Peter Dickson

I know. Isn't it remarkable though, that you know you're in Australia and I'm in London well as near as dammit. But we are you know what the other side of that we're opposite sides of this planet. Yeah, to each other. And yet, we're speaking in sort of, almost 4k video. And we are was no delay. I mean, to my father, who was you know, he, you know, funny, when he was alive, this would have been he died about 20 years ago, this would have been amazing to him, he wouldn't even believe this was possible. And yet, here we are taking this for granted now. Not only just to do this kind of thing, but also in the way we work, which we'll get onto I'm sure in some at some point in very near future. But this to me, this is amazing. And and we take it for granted. But it is an extraordinary thing that satellites and you know, high tech, fiber optics and all these things can make this sort of thing possible it is and revolutionize the way we work

Toby Ricketts

it has exactly and I feel like because I remember finding out that, you know, the first video phone call was actually invented in like the 1950s. And that everyone's kind of it's one of those technologies that's been in the wings, it's been possible for a very long time, but difficult, and even up to sort of like 2010, sort of 2011 we still weren't really using it on a daily basis, like we do now. Like I use Zoom absolutely every single day. And it's only really in the last sort of four to five years. And now with the pandemic, just you know, it's driven home that we use it constantly in that video calling is basically the standard, you know,

Peter Dickson

yeah. Yeah, it's a no Jimmy I've got, I talked to a colleague here in the UK, who has converted his studio into a almost a TV studio. He's a he's a, he's an audio artist. But what he's done is quite clever. He's, he's created a studio with a video, I haven't done it in mind. But he's got a a wide angle lens on his camera. And behind him, he's got a an LED screen on which he can put the client's name or logo. So when he's working for someone, he has the client's logo behind him, which they love, because everybody loves their name or their logo to be displayed. And so that really, that that initiative has given him that kind of leverage, which most of us wouldn't even think of doing and and they his clients absolutely adore him for it. So he does all of his sessions remotely, but they are done. Not just audio but video as well. So they can see him doing it. Yeah, now I do some of my sessions like that, but not all of them. But he leads the way in this he's really created a fantastic studio where it looks like this, like a TV set

Toby Ricketts

exactly what I'm going to steal that idea somewhat because like I've kind of set mine up a bit like it like I've got lights that I can change the colors and everything on like and I've got a professional cinema grade camera as the as the webcam for this. But in the new studio I was planning on having and focusing more on the background because like it's so interesting with Zoom calls and when you do connect with clients these days about who chooses to blur out their background, and who chooses to kind of emphasize the thing that you know, that they want to emphasize, and things like that. It's funny how they actually make a difference. Like I noticed, you know, our colleague JMC always has his we joke that you know, his voice Arts Awards that are lined up along the Seeliger holding up The roof, because I've got so many of them. And it just I feel like it's one of those subliminal things that when you do connect with clients, they go, Well, this guy knows what he's doing. You know? Like, it's, it's another factor. Whereas if you blur out the background, it's kind of like, are they working out of their spare cupboard? Like what's going on there? You know. So it's I feel like the Zune background thing is a whole new paradigm of kind of marketing. That hasn't really been explored yet. So yeah, some space behind you there. What are you gonna do with I've got,

Peter Dickson

but I could do something here. I suppose I could have a screen there or something. Yeah.

Toby Ricketts

Getting this logo on a curtain. So I could, you know, have it back and forth.

Peter Dickson

Yeah. But I think the the old sort of green screen thing is sort of over done. Now. People know, you know, if you're trying to pretend you're in or you're out your windows, the Pacific Ocean. It's not gonna work. But I think I think you're right. So make it real, but make it relevant to them. And this is this guy. I know he's done this. This screen, he puts his clients logos up on nearly on the LED screen. It's a fantastic way of, of really cementing your relationships. Absolutely.

Toby Ricketts

Yeah. That's fantastic. So you were saying that you, you do some sessions remotely, because you use sort of your living outside of London? You're sort of an hour or so from the train, I think, from London. And yeah, yeah.

Peter Dickson

I'm about 35 minutes from the West End of London. So I happen to skip basically, where I live is in the middle of where I live is in the countryside. So I am literally I've no name, I can't see anybody near me. I'm, I've known known that my nearest neighbor is probably a half a mile away from me. So it's the best of both worlds, but best of both worlds for me. So I love being here. And and, of course, being in this sort of remote rural location means that there's no real problem with noise Ingress. Here, though, I have a very well, insulated studio, but I don't have to worry about anything I worry about the occasional tractor goes by, or maybe an aircraft or a helicopter or something, but it's very short lived. So I don't have these because as many people will have, as, you know, the constant rumble of traffic perhaps, or trains going by every 10 minutes. I don't have any of that. So I'm very lucky.

Toby Ricketts

Yeah, it is. It is one of those considerations. I mean, I really enjoy living out in the country for the same sort of reasons that there's very little reason that there is noise apart from the current studio, there's there's rain noise on the roof, which is why I'm building the new studio that we were discussing. And the casual logging truck that goes past down the country road that I live on. And planes, of course, as you say, but but living in the country definitely has its benefits for voiceover I think especially now things are mostly remote, you know, and how much of your work do you do remotely?

Peter Dickson

I would say more and more of it now, I think probably, but the majority of the bigger commercials that I do that the higher paying ones, the big agency jobs, they still want to see you in town. And so I go in to London for those. I'm happy to do so because they pay me well. But but all the other stuff, as you would imagine all the kind of jobs that I do for corporate and smaller commercial work for regional stations. I do from here, all of it. And so this rather nice, rather nice lifestyle balance where I go to London, maybe about twice a week, perhaps and the rest of the time I'm here which which suits me fine. I love I love the I wouldn't want to be in town all day long every day would be be too much. I think I've got a perfectly balanced now.

Toby Ricketts

Absolutely fantastic. And did that change. I noticed when I when I had a British agent. They said you know, everyone loves your voice. But the fact that you can't appear in person is a big like it's it doesn't do well for you, you know, you really need to be here. Clients really want to press the flesh, they want to meet the voiceover artist and stuff. And I found that kind of surprising because in the American market, it's almost it's not exactly the opposite. But it's like you can you can do anything online now you can just source connect them to anywhere and it doesn't really matter even for the really big commercials that don't need to actually see you in the studio. Did it's a different city in the UK.

Peter Dickson

No, I think I think the past year has changed the perceptions immeasurably and irreversibly as well. I think, you know, we have had a scramble for everyone to have a home studio in the UK in the USA. Yes, most of most established voice talent had their own studio facilities. Not all but a lot of them did in the UK. A lot did but a lot didn't. And when the pandemic struck, they were no longer able to go into studios in town. So there was a scramble to build home studio facilities. And so they did that and I think that's now become much more acceptable to play Who are the younger producers I work with, for instance, in back three years ago would not be prepared to work with me in my home studio. And most of the studios who I was working with, for obvious reasons, because, you know, they they have their own, you know, their own businesses to, to, to kind of worry about and to maintain. They were very unhappy they would not to sort of countenance clients working with me remotely because there's a it was used to find fault with my audio, whatever it was, for whatever reason, of course, there was no fault. But because they were trying to justify their existence. It's interesting there because most clients now I work with most agencies, I work with a quite happy to work for me remotely. More and more so and I think that's a great thing. Because it widens there also widens their talent pool, because so you could be you in where you are New Zealand are on an equal playing field now with me? No. So they can they can, they can access you as well as they can meet as easily as they can be. So that's, in many ways. It's, it's leveled the playing field for all of us. And I don't think that's a bad thing. I think it's quite a good thing, particularly for the product, the end product of the client love it.

Toby Ricketts

Yeah, absolutely. That's fantastic. And so with your home studio, I mean, obviously, you know, you mentioned they do need to conform to a technical spec, there's still a base level at which it needs to operate on Are you a kind of a studio nerd Do you like to get get you know, deep into the technical stuff? Or are you more of a technophobe, or do you sit somewhere in the middle.

Peter Dickson

Now, I like to keep things as simple as possible, Toby, I think, my rig my setup is here is very simple, I've got a actually just bought a MacBook Air, which is, you know, I love Mac's they work and so and and because I work in mainly in audio. The DM one processor in the MacBook Air is perfectly capable of looking after the standard audio session without too much demand. And I have a you know, I've a focus right to itu here and, and I've got a couple of mics I've got a range of microphones around me I can use for various things. So the reason I did that was because I've got a place in America as well. So I go I did go traveling a bit and I wanted to be able to create the same sound and have the same technical lack of complexity if you like wherever I am. So I just have a very simple setup. It's digital and digital out and my booth is the sound that creates when I'm in here but like when I go to my home in America I just take the same kit with me protect my 414 which 416 shotgun mic which is great mic to travel with because it's so light and it's very robust. You've got my MacBook Air my to ITU and that's all you need really is I can I can create the same audio quality as I do in the studio here as anywhere in the world. Yeah, so I'm a big fan of keeping it simple.

Toby Ricketts

Totally Yeah. And I had that revelation probably about four years ago when I was doing quite a lot of traveling as well. And I had a young like one of the the kind of like one of the best microphones in the world and women use 67 which is like the valve version of the 87 which is my primary mic but it had this huge power supply you had to carry travel easily doesn't travel easy and you need power is the other thing whereas you know if you have a phantom powered mic like before one six not only is it super directional so you can record in pretty much any space you know you can make it work but it's can be you know, bus powered off your off the interface which is powered from the laptop so you don't know You know, I've recorded stuff in the back in the backs of cars and car parks before no mains power required. Exactly great battery only. So it's so that's definitely a trick for and people often do get caught up in the sort of the tech stuff and go down tech rabbit holes of what makes should I buy and it really it doesn't matter as much as it used to because everything is fairly capable nowadays, especially if you go with something that's really tried and tested like a 416 and the scarlet two twos there. It's a great combo.

Peter Dickson

Look, I mean, people the first question, most newbies asked me, What mic do I have? I said, Well, I happen to have a 416 and I've got a m for Sennheiser and I've got I've got various other things in the cupboard I can use but it's not the point. I mean, you know, if you're spending I think I sort of sort of set the bar at about 200 pounds about $300, you know, upwards doesn't matter. I really Yeah, nobody's going to be able to tell the difference unless you're really good. You can spend you know, 2018 102,000 pounds or $2,200 on a UAC seven perhaps but, you know, if you're, if your vocal technique or your microphone technique is not great or your studio doesn't say Write one of these very high, high fidelity microphones like a UID. Seven isn't going to make you sound any better, in fact, is going to magnify any of the issues you have with your with your space or with your technique. So, you know, oftentimes it's better not to have that sort of level of quality in the microphone, but to have something that's just does the job well enough? Yeah, exactly. You don't have to,

Toby Ricketts

you don't have to spend. I found that exactly. Because I recently purchased a UHD. Seven. And I was very, like, I'm very happy with the sound of my booth with the four and six. And I thought, you know, this, this will be like the next level up, and it was kind of a reward to myself too, because I've always wanted one as the iconic, you know, microphone, it's like that you just see someone with that. And you're like, you know what you're doing. But I found that when I set it up, and I spoken to it, it did exactly what you said, it magnifies the flaws in my room, because it's a cardioid and not a shotgun. So it was picking up different ambiences that I didn't set this room up for. So I've put it away for when I build the new studio, and I'm going to tune the studio around that new microphone. But it was a shock, it was kind of a shock. It was I still was formed to that newbie principle of if I buy an expensive microphone, I'll sound better, which is it's not it doesn't work like that it's capable of producing a better quality sound, if everything else is at the same level. But if it doesn't, it just shows all of the flaws out which was a real, you know, it was good to relearn that lesson for me.

Peter Dickson

Well, I'm glad you learned the lesson, Toby because so many of us don't. And we all love we all want to have a you 87 I've never had one never had the need to have one. But you know, I know many of my friends and colleagues do have them and they love them. But he's like having a Rolls Royce. You know, it's the badge and and if you can afford it, yes, I would highly recommend them. And I work with them a lot in London studios where I where I work a lot, but I I love my shotgun. And not normally people do live in because they're very directional. And depends what you're doing. So if I'm doing, say, long form narration or audiobooks, which I don't do very much, but doing so let's say a corporate long form. I will switch into the end for which I've got just up here on another stand. I can pull that down. You see I can do this. Yeah. Or I can use my you can't see it, but I could probably pull it down. You can see my mic there. So I've got a range of things randomly so I can it's horses for courses really but this is this I do mostly commercials and promo so this 416 works very well for me because and a lot of light Entertainment Television. So big TV shows I'll do on that my because it's crisp, it's spot on. It cuts through. It's got a nice, dynamic. And whenever I process it, I do a lot of my own sort of EQ and compressing that microphone. Bar any I've used is perfect for what I do.

Toby Ricketts

Yeah, absolutely. I couldn't agree more. Actually, I've I bought my full review six have you got there in front of you. It's 416. It's a vintage four and six. I bought it actually on Ebay. I bought it as an experiment because I was using nomen K mid fours, which are like little pencil. Yeah, but they're still cardioid. But they were very detailed and very pop sensitive. Like I had to have three or four pop filters between me and the mic because they were so sensitive. And they didn't travel well. And they were costing a lot to maintain because they had some components that were sort of getting, you know, they were vintage mics as well. And so I thought everyone's looking at the four and six, I'm just going to get one secondhand and see if I like it. And it's arrived. And I've been using it for that length of time. And every time I switch to something else. I just want to go back to it because it's so dependable that the self noise is so low for traveling. Like I've chucked it into suitcases. It's gone. It's done. Yeah, 10s of 1000s of kilometers with me. And it's it performs like a brand new and even though it's about 30 years old. It's just It astounds me How could these mics?

Peter Dickson

Now let's talk about mic position. Toby so you I'm, I'm probably working with my mic right now where I would normally work down above me toward pointing downwards. Your your mic is pointing upwards. So yes, which is best.

Toby Ricketts

And I know I when I first chatted to Hugh a few years ago, and he saw my thoughtful one six pointing up from my from my desk into my mouth. He was like that's a bit interesting. Like everyone does it top down. And I feel like it works, it can work better coming from the bottom because like it then it kind of gets a little bit of the warmness of chest as well, you know, like it was traditionally used of up above because on movie sets, you know, that was the only place off camera that you could have it. And then But then of course you get proximity effect, the base rolls off and you get you get sort of a cut through sort of thin effect. But if you're doing a nice warm narration, then these mics can get quite warm. You just have to go and get close to them and then watch the Pops and you might technique to make sure that it doesn't. This does pop up a lot and I've got two pop filters on there at the moment and I vary the distance depending on

Peter Dickson

the they do they do pop, I mean, I use mine, I'm just you, I've got a higher above me than I would normally have, because we're on vision vision, but I would normally use mine about here. And so you can get quite close to it and get cozy. But I've got this metal filter in front of it. And the reason I have it above me is because I work I very rarely use paper, I've got a screen a very large screen here in front of me. And my where I'm where I'm looking now is where I have my recording window. So I will sit and probably have that down about here. And I will read off this screen and have one eye on them on the levels and everything and then go back to editing. But I didn't have it there is because I like having it out of the way. And I don't think I don't have to think about the microphone, I don't worry about popping it because I never going to pop it here. Because I'm not in front of it.

Toby Ricketts

I mean, I I started doing it from underneath because I my screen is directly in front of me like I'm talking directly to my screen now. It's one of those big GM wide curved ones from from Samsung. So it's like it sort of fills your whole field of view. And I was worried about reflections from the screen. And like if you get to a screen it reflects back. And the best way for these mics is like they reject 100% of what comes at them from the rear. So my idea was to have it so that the mic was coming straight up from the screen so that it wasn't picking up any of that reflection. But then that's right where I'm trying to read so I'd moved it down so that I could still I could still gesticulate and still have a clear field of view. Basically that was kind of my your script.

Peter Dickson

Do you still work off paper? Do

Toby Ricketts

No, no, no, it's all completely digital. I have a printer, which doesn't even work. I think I haven't printed something for a very long time. So

Peter Dickson

where is your script? When you're really good on the screen in front of you? Yeah, exactly. Yeah. Right, you split the screen between your script and your and your recording window.

Toby Ricketts

Yeah, well, actually, to get super geeky on I've got the I've got the Asus Zenbook laptop, which has got two screens in it, it's got one on the keyboard, and then one up, and then I've got this external screen up there. So instead of having a screen which goes left to right, I've got a screen that goes up to down. So I look down on the desktop and I can see my zoom window or anything live stuff in the main laptop window sort of down here, I've got the recording windows, making sure everything and then the script is directly in front of me. So I'm predicting straightforward, and then the camera up there. So I've got this kind of like look up look down system, instead of which is great for like your mic technique. Because if you're turning your head around there, you can hear that you lose the crispness of your voice, etc. So it's better to dance down than it is.

Peter Dickson

So always want to keep, you always want to keep your head at the same distance from the mic and the same position Exactly. Throughout the whole process. And so I always think it's very important. An old engineer in London always taught me long ago, Mike positioning is one of the keys to getting this right. So you once you've established your mic position, I put I'm very foot I'm anal about I'm fussy, so I will spend ages. So it getting it in the right place where I feel it's not obstructing my field of view. And I'm feeling on the right distance from it like a hand span away. And I'm not going to pop the mic, so I don't have to worry about that. I take my cans off, actually, I've got a pair of headphones here, which I used to, you know, set, set things up with, and I can hear it. And once I'm happy with that, I've put that I always put them away, and I never use them when I'm recording, I'll always sit here and I'll go, right, I'm confident that what I'm going to do next is going to give me a good result. And I'm happy with the position the scripts in the right position, I've got it on the screen, and I'm recording my audio here. Let's go. And then I ignore all that technical stuff. Because what I'm then focused on is the content of what I'm reading, rather than worrying about the technology or the the engineering side of things, which really you don't want to be thinking at all about when you're performing. Because once you start thinking about whether whether it's right level or pop, am I popping, you know, you start to your your thoughts are with other things rather than the subject matter at hand. So that's the only reason I do that. Yeah, I think

Toby Ricketts

I was gonna say like one of my advices to people who are starting out and building this sort of first studio is try and find a permanent place you can set it up, don't be setting it up every time you need to do an audition because it will you'll have no consistency in your sound. If you do that. You know, it's good to find a cupboard or a wardrobe or somewhere where you can leave it set up so that you do have that consistency. And recently I've been doing this this project for the History Channel voicing a 10 part documentary series. And one of the things I've been struggling not struggling with but one of the things that I've been very conscious of is the need for consistency. And the fact that even if you move something in your studio or you're just sitting in a slightly different place, you'll listen to the two audios from separate episodes or pickups and they won't quite fit together. Yeah, and that's aside from just the normal voice like your voice chimes day to day basis. Yeah 100 days a big thing. So that's what you know, you've done a great number of documentaries, have you sort of rationalized the the consistency and you get back into that same character that you're playing in another episode?

Peter Dickson

It's very, very good, very interesting question. Most of the documentaries I've done have been, I do a whole episode in one studio, and I've never done a documentary in my studio. I've always gone into town to do it. So I've done it in London. And so I leave it with the engineer to try and match the sound. But of course, episode two episode is not so important. But more importantly, you know, when you're when you're in audio books, that's I read my I wrote my own book and read my own my own biography. And that was the first very first time I'd ever done a long form, piece like that. And that was one of the most challenging things I think I ever did, from a point of view of a voiceover and also from the point of view of engineering it because you're right, you come in, you do a day, and and then you come in the next day, and you think, well, I've got to listen back to what I did before and try and recreate the same sound because the listener is going to be maybe going from chapter one to chapter two within the space of 10 seconds, whereas I've had a 24 hour gap. And so I have to kind of be aware of that. And and it's not always easy to do, but you have to, once you've started your mic position, I marked it, I took a photograph of the studio, that this is where my mic is this through my chair is I need to keep that constant all the way through the recording. And because the studio, the walls don't change, that's, that's okay. But I knew I had to make sure the mic was in the same position. I was in the same position. And my script was in the same position and everything sounded the same. And the levels of course, I had to make sure were the same. So it was. So that was a challenge because you're always thinking about the engineering and the the sound and not really initially focused on the words. So once you've got all that sort of sorted out, you had to sort of say, well, let's forget all that. That's when I know that's sorted. Let me focus on the script.

Toby Ricketts

Absolutely. One of the things that I noticed I had this weird resonance in my studio for one day, and I said, where's that noise coming from? Well, I found this but tell me what yours was my was this water bottle being empty. And because it rings he had it that's got a kind of a yes. And just because it was down here and it was empty, it put like a boost in the certain frequency. And it was, you know

Peter Dickson

what mine was? What was mine was and I couldn't work out what it was sounded like it was an odd frequency ringing it was sort of like a, like an echo or some sort of resonance somewhere. I thought it's not in here because this is pretty dead this room. And I suddenly worked out what it was, and it was my old pop filter was made from it was a it was a nylon in a ring rather like this one. Yeah, this is a metal one. So it doesn't resonate. I suddenly worked out that my my voice was hitting this pop filter, and it was going boom, it was a booming a boom I get like a drum head almost like a drum at the end of every sentence. It was what is that? What does that entail on the on this shouldn't be there. And it worked out it was this this old pop filter I had and of course I got rid of it immediately. And I bought this metal one, which is very closely

Toby Ricketts

Yeah, the Stedman screens are available now but they adapt they're very superior.

Peter Dickson

So there's no kind of interference so this old nylon thing was resonating with my breath voice and hitting the mic and creating this odd kind of booming sound at the end of every sentence. You're right about screens in front of you though, you know I was worried about I've got a big screen here big screen here. But this 416 rejects everything from the back and so

Toby Ricketts

this so direction was just amazing how directional they are which is which is great for for spaces that aren't at optimum kind of treatment. Yeah definitely find at the moment I've got a resonant problem with I'm storing a drum kit in this mezzanine floor above and every time I make it I do a really buried with big projection I hear it just going this is the drum hits pick up that sound it's funny but you get sensitive to when you when you pick it up like that. So what does a normal day look for you look like for you at the moment like I mean when I'm tempted to do these pie charts of like when you're a beginner voiceover all your time is going to be looking for work and you know, occasionally doing work and then and then doing editing in your work but when you reach sort of like our level and you're working full time as a voiceover artist, and you're a few years down that track it's less time looking for work and just time doing work you know, so what what is your kind of like percentage that I do still have to look for work or does it all to arrive, neatly packaged in brown paper on your door?

Peter Dickson

No, I, you're right, though the early days, it's a question of establishing yourself and and I'm at a position now where I have an agent, and a fan of several agents when agent in the UK and two in the US. So they bring me stuff. And also, to my day starts like because I come in here and I sit down and I open up my emails and there's usually a bunch of auditions that are required from my US agent. The UK is operates completely differently. The UK agent never ever asked me to audition. So in the UK you don't it's just unreal. Just this is great. Yeah, it's all on demo reels. Yeah. And I'm, I'm, in a way I love I like that. Because, you know, in some ways, I do quite like auditioning, though, because it gives me the chance to experiment and do stuff. Yeah. And the thrill of the chase, and practice and the thrill of the chase. Yeah, and 90% of the time in those American auditions, I never get the gig. But that doesn't bother me so much. I think part I think I've kind of conditioned myself to believe and think that my job is to audition. And that's what the job is. And while you're auditioning, you're also practicing and getting better. So it gives me the opportunity to also, you know, see what's out there to see what people want and understand the client's demands and wishes, and what the current trends are. And so I value that very much Lee, but I wish that, you know, the US would book more off demo reels rather than auditions, when it comes

Toby Ricketts

on, because they used to do that a lot than they used to be more about they did now with with the advent of especially since COVID, it's you know, it's really ramped up in terms of having to audition for everything. And often now, I mean, they, you know, it's like a two page script, we need you to read the whole thing. So you got like, 200 Voiceover artists spending, you know, 15 minutes looking at the script, and you think, Geez, they're only gonna choose one person.

Peter Dickson

I know, just let us why did why did they do the two pages just do two lines, you can tell within five seconds, whether you're right or wrong,

Toby Ricketts

often, you know, the rub is these days is that the client will decide on the voiceover, they want to see the they want to see the entire thing basically produced, it's like walking to a restaurant and saying, I want to taste everything on your menu, you know, just so that I'm sure I'm going to get the right one. And so that's I mean, that's the rationale is that they want to cut it with picture and then show the client and get the client basically all the way across the line before they engage with the voice of Alice, which is kind of putting more, you know, honest back on the voiceover artists in a way. I mean, I do like auditioning, but sometimes it's kind of taking the test when, you know, you do have to record a long script. Yeah, and I'm not sure that time. But that doesn't seem to be reflected in the UK, like you're saying,

Peter Dickson

I do I do question that. Mostly, I say, would really you need me to read all of this? And, you know, wonder whether they? Well, I know they don't, but I just kind of have this slight, slight, slight feeling. They might use it without telling you. But I don't think I don't think that's going to help you do

Toby Ricketts

hear stories. Like I'd never do that on a p2p. But often there's there's a lot of trust is the trust game with an agent. And you know, you have to kind of just put it out there and hope because there's no chance of ever policing it and finding it yourself. It was used. So it says it is a tricky trust game that we often sort of play with with clients. But do you do self agent at all as well? Or do you make everything go through your your agent?

Peter Dickson

Go do some some SELF SELF SELF sort of administered work. But not much. I mean, I I mean, I often find that, well, it's quite difficult to price yourself particularly in in a more complex, complex scenario where they're saying, we want to use you in this territory in that territory. And I could sit down, I suppose, and use the grave of the brain that makes great guide. But time is of the essence and a lot of these things. And they say, Can you can you do this? And how much would it be? And I forgot, I've no idea. So I could work it out. But it would take me half an hour. And I just said, my agent will do all that and they do it really well. And my agent has been marvelous. And most of the time, they they would ask for more money than I would have the nerve to ask for even the ability to score. And so you know, even though I pay them a decent percentage is quite, it's quite good to have an agent because they can deal with the payment of the invoicing and also the recovery of the funds of the funds as well at the end. And so, you know, I'm happy to give it to them. But the smaller jobs are the sort of more basic kind of easier to price jobs. I'm happy to do that directly with clients and I do

Toby Ricketts

see a lot of you know, new talent coming through who may have set up a studio and got the sort of got the job. Thank you As soon as I get an agent, that's it, the work will just start pouring in. So it's probably worth saying that, like, it's not, it's, it's not always like that, that you have an agent, because I've got, I think I've got six agents in the US and New Zealand and I did have an agent in the UK, I'm looking for another one, if there's any agents watching, but like, you know, it's it's, I feel like you're you have to be right at the top of your game in order to just make a living off what your your agent gives you. But often people think that it's the ticket to doing time like that, once you get an agent, it's that you're away laughing. But I feel like that the the new way, especially in the in the US is is for the sort of self agency model or a hybrid next bit that you're doing with where you some work comes from your agent. And then you know, some possibly majority of the work comes from a mix of paper plays, direct marketing, all kinds of you know, there's, I remember doing, you know, webinars on this stuff, and there's this, when you really look into it, there are so many avenues that you can get voice work from, if you really investigate them. And an agent is just one of them, you know, and possibly a dwindling one. I mean, I think there's definitely still a place for agents in the world. But it's definitely not what it used to be. Because now people have their own studios and clients have lower budgets, there's a lot more work around. But I think the the average price of voiceover work has come down probably at the bottom that we that we thought

Peter Dickson

it was oh, no, but I think we're seeing more of a stratification of the market. But where were the top 25th is Asian workers, the top is the best voices, the ones who are the famous actors, the big names, they will always be in that top, top fifth. And then you get lower levels where you get the people who don't aren't big names, they're not the famous voices famous faces, that I'm still getting quite good quality work there, the next layer down and then you will have another layer of the sort of more basic staff and then there's more self administered work. And then there's the, you know, the pay to play sites. And then there's the fiber loss in the very bottom, you know, so there's, there's room for everybody. I'm not not kind of denigrating anyone in his layering. But it depends where you where you rise to. And, you know, you can, you can also work in all these different levels. I mean, I don't work on the very bottom, I don't do any, I don't promote myself on Fiverr, I don't even do pay to play now anymore. So not that I ever did anyway, but greatly, but I've been involved with a few of them. However, I, I don't anymore, because I don't have to I'm luckily thank God, I'm in a position where, you know, I've got enough client I know worked hard. And I've got a client base, that people come back to me and asked me to do stuff on a repeat annual basis. And, and I'm very happy to have that ongoing and that's the ideal position to get to where you know, if you start out on pay to play, and you start out doing five, or you build your, your client base, to a point where you come off those platforms, and you just work directly with those people. That's the aim.

Toby Ricketts

Absolutely, yeah, yes. Someone that's probably sort of transitioning into that into that kind of life, I've definitely found that like, as the years go on, just the level of repeat work comes up. And so you don't need to hunt as much about farming your clients, you know, it's like you turned from a hunter into a farmer. And that can lead to a more settled sort of life where you can pick and choose a bit more about the things that actually speak to you, that you want to do rather than things that you sort of have Yes, because you have to pay the bills or whatever. Yeah, so. So tell me about some of your other interests. It was fascinating doing the research on this because like there's there's a great number of sort of fan sites and things popping up about your career, etc. But you're also you've, you're into aviation a lot. Is that right? You've had a long history. Yes,

Peter Dickson

I guess I know that when I was at university, I joined the by accident, I think more than by design, the university Air Squadron, which is a program run by the Royal Air Force within the universities in the UK. And they have I think about six or seven sites in the UK where universe where universities are and they encourage people to join to Fly Light aircraft. With the view I've got I think it is completely selfish viewpoint from their point of view to encourage you to become a pilot in the in the Air Force, or join the Air Force in some capacity. So yes, I joined the University Air Squadron when when I was in the second year of university and spent three glorious years flying Scottish aviation Bulldog aerobatic aircraft, which was great fun. But I never flew privately after that I just flew through for years, but I've maintained my relationship with the Air Force and I still again in it because I was I didn't join the Air Force obviously I joined the BBC and became a journalist and a voiceover actor. So I but I'd like to maintain my relationship with them so I do help them a lot. I do a lot of award ceremonies for them free of charge. I do a lot of pro bono work with the

Toby Ricketts

Air Force and you can get typical kind of thing. So they give you the occasional plane ride to say thank you. They do they do.

Peter Dickson

I've had a few play, which is great and I don't demand it but I just think isn't they just occasionally said to me, do you want to come and fly in a fast jet? I say, Oh yeah, it'd be nice. I've done a few fun fast jet trips and a few transport aircraft. Yeah, it's been great fun. I love it.

Toby Ricketts

fast jets would be a different experience altogether because we saw aviation.

Peter Dickson

And I flew, I flew in a typhoon and a tornado or which are two of the tornadoes, sadly, has been retired from the Air Force by flew, flew in the last year of his life, which was brilliant. And the typhoon was the Eurofighter, that's a really a spectacular, aircraft very fast, did a performance takeoff in that that was, you know, talked about nought to 60 in two seconds, it was like being kicked in the back by a couple of donkeys. And we go up, we go up to we're within two seconds, you're at 10,000 feet, and then within and, you know, these push the throttles forward in your supersonic. But, you know, it's incredible. And what an aircraft and I have that had to have the privilege of flying in the back of one of those was amazing. I loved every second Ave, I love my association with the, with the Royal Air Force. So yeah, I still maintain my, my, my links.

Toby Ricketts

Brilliant. And you've also dabbled in a lot of TV work, which I wasn't as aware of in terms of like, you know, you've done writing for TV shows as well like with them, you know, TV credits, what are some of the sort of highlights from like, I guess, like, as a bigger question, maybe another question. How does onscreen work compare to being behind the mic and being the kind of invisible TV star, because they're quite different I imagined

Peter Dickson

they are. And I've always tried to be behind the scenes, I never really wanted to be a TV star and never watch TV star never, never really want to be. I've done a few I've done a bit of on camera work. And I do enjoy it, as we said, but I've never sought to be in front of the camera as a sort of ongoing mainstay of my business. We're voice actors, and that's where we like to stay behind the scenes and do our thing without being seen. That's one of the that's one of the perks for me is not being visually famous

Toby Ricketts

Nick market and having you know, well, yes, people know who you are, but they don't instantly recognize you like they would you know, Brad Pitt or

Peter Dickson

so my voice in the UK is is is very well now. I've been doing it for two years. So my on radio and television. So my voice I guess I was told this by a friend of mine the other day said, you know, your voice has seeped into the consciousness of the unconsciousness of the British public. And when people meet me for the first time they say I know you from somewhere I can't quite place where you're from. I know your voice You know, I've seen and then I say what I've done you know I've done X Factor Britain's Got Talent Live at the Apollo all star value fortunes, the prices, right catchphrase, loads of different TV shows, and radio commercials, TV commercials, games, you name it. I've done more or less all of it over 40 years, I've been constantly on on the on all the channels. And so people do know me my voice but they don't know me don't know me personally, or they don't know what I look like. So it's it's quite interesting that you can have that high level profile without having the all the bad stuff that goes with fame. Yeah, exactly.

Toby Ricketts

I was kind of surprised to see how many games you've done. And I was curious to ask about how you see yourself as a character voice. Yeah, I mean, in some senses, like I tell students, all all voiceover work is kind of a character. Like even when you're doing a straight corporate voiceover you're playing the part of the corporate straight voiceovers and how people normally talk. But for his or your game roles, like quite a departure from your, your sort of straight vo stuff like do you do accents and they do do realist voices do you do cartoon voices? Like how what's the scope of your kind of like, your your the range of your voiceover work?

Peter Dickson

Yes, you're right, dude, every voice job is an acting job. And I think sometimes the more and more that people will want you to be you. And I think particularly in commercials, they say we know you have to be a real they have to sound like an authentic person. A conversational style is very much in demand. But in terms of gaming, yes, I mean, I do all kinds of characters. I served on Americans. I've been zombies. I've done world war two pilots. I've been Russian submarine captains. I've done you know, fantasy characters, wizards warlocks, you name it in all ages and different accents. So I do love doing that though. That is for me, pure voice acting. And but it's just An aspect of voice acting like all of it is, and whether it's a corporate voice ever you're right, or whether it's a playing Russian submarine captain, you're playing somebody that's not you. And so I do, I don't really differentiate between it very much, I think it's probably not very helpful. So I think you need to sort of approach every job and give it the what it does, what it's designed, what you what you can give to it. So, I, I'm afraid, I can't really differentiate any of it. But I do love all of it. And probably, you know, I've been I've been a master of all, no jack of none, all my life. But I've always sort of taken the view that, you know, if I was just to concentrate on one thing, say, gaming, you know, I would probably be unemployed now, because these things go in cycles. So I've always likened my career to spinning plates, I've got seven plates spinning, promos, commercials, gaming, light, entertainment, television, corporate, audio, corporate video, you know, animation, you know, whatever it might be. So I'm going to keep all these things going as much as I can, because I don't differentiate between any of them. And I'm not pretending are an expert in all of them. But I think it to have an established career. When I had it, I'm not sure. That I don't think is quite the case now, because people are specializing in when I was sort of going through the peak of my career, I wanted to do all of it and be good at all of it. So I did. But it's an interesting question. Because nowadays, I think, with the advent of availability of people, in Digital Studios, all around the world. So I could people can hire you as well as they can hire me, and they didn't used to be able to do that. So I think nowadays, it's more important to have something one or two things that you specialize in, rather than being the, the jack of all trades and the master of none. So what do you specialize in? Well, it's

Toby Ricketts

interesting, because I've found I've fallen, I've fallen into a few different commercial categories. And I didn't expect to like in terms of like, you know, that there's commercial, which is, which is a category and I seem to have sort of fallen to that one quite well, which just happens to be a very well paying one, which was very fortunate indeed. But within that category, I seem to be hired mostly for luxury cars and watches. And it's weird that I just keep getting approached for those kind of work. And I wonder whether it's because, you know, you do a piece of work, which then resonates with with with any user on your show reel, and so people it gets out there, and then people see that and want to hire you for their one. And so it's just a rolling ball that just gathers snow, you know, as it goes down the mountain. Yeah, all weather, like, my voice though, the character I play for that particular voice of it, you know, does intrinsically link to that kind of like, you know, wealthy men like to hear this kind of voice or like your, your you sound like our target audience, for example, or something like that. So that's been kind of interesting. And, and more recently, I've, I've found that there are these non traditional kind of, they're not exactly categories and genres of voiceover, which is things like meditation, like conference openers, stuff like that, which is, which are kind of new genres which have crept up, and there seems to be people who are hiring just for that sort of stuff, like, especially conference openers, is very much like, there are conference companies that just do videos for conferences, and they often want to hire a voiceover to do their opening. So

Peter Dickson

I mean, the big missions, the mission statement open, like

Toby Ricketts

a three day conference of ophthalmologists in Chicago and they have a video saying Imagine if the world could see it or something you know, like it's that it's that thing that the big start video where brings everyone together and and they usually go that fear fear budget on them, because they're it's only one time use only be seen by a roomful of people, but they still pay quite well, because they have to set the right tone at the beginning of this conference. So but but there's a lot of things at play, like I was like to imagine, you know, that, that I'm at the conference, and the lights go down, and I've got the mic, and I'm talking to an eye, you have to be spellbinding, you have to actually fill these people's hearts with this excitement that they're on this three day adventure, you know, so like, really living those parts, I think is is a big part of of the voiceover thing. And what I like about these micro genres is you really get to kind of crystallize and imagine what the end person is going to feel from this what rather than finish which is very broad, you know,

Peter Dickson

well, it's critical. I think, most newbies to the business say, How do I how do I do this? How do I get more, more auditions, more bookings? I said, Well, you've got to put yourself in the position of someone who's listening to you know your audience, first of all, and as you rightly say, if you're doing a conference opening, you've got to really when you're performing imagine that audience in the darkened room listening to your and you need to know the music track what Now it's going to play out. There's no point in me projecting very, in a big way, if the music is, you know, very minimal and sort of droney. So I need to know what the producer intends the intention of the piece so that it matches the tone. And it's very important to know that because otherwise, you're just shooting in the dark. But you're right. You're more and more in commercial terms, you the producers, the buyers want you to sound like the person who's going to buy the product or service doesn't you know, you have to sound like you come from their world. And getting into that is the absolute key to success. A no doubt about it. You've got to sound like you come from that world, you got to sound like you know, you're talking about. You can't sound like you're an outsider, you've got to know your audience.

Toby Ricketts

Mm hmm, exactly. What else did I want to ask you about?

Peter Dickson

Yes, I'm having another McKellen, by the way. Oh, fantastic. Yeah, we're

Toby Ricketts

nearly out on this end as well. So it's a good time to refill

Peter Dickson

just a small one.

Toby Ricketts

Exactly. What do you have any routines? Do you have any things that that get you into the character because your your X Factor voice I like to, I can very I can instantly hear your X Factor voice before you do it? Because it's so kind of iconic in that way. Do you want to just give our viewers in case they haven't heard what your X Factor voice sounds like? It's alright. It's quite a character that you play like it's it's quite it's almost a cartoon character. Yeah, you know, it's a caricature, if you like it's not

Peter Dickson

a real voice. No, the voice grew from series, one of the X Factor, which was 16 years ago now, believe it. And if you listened back to me when I started, it was a much tamer beast, and it grew to every years. We really did. Yeah, it did. Because the show ratcheted up, and the production values increased year on year, and more money was spent up as it as the show is the format became more successful. ITV, the commercial broadcaster, decided this was a show that on Saturday night, they were going to spend money on. And it was it was a cash cow. And so they chuck more money and more money and everything went suddenly, from the small room to the big room to the big big room, the big studio, the lighting, the sound, the sight sets, all became much more much more kind of elaborate and much more glamorous. And as the shirt as the series progressed, I was, as a viewer was watching it, I thought, I've got to change my I've got to make myself I've got to go with this. So I'm became each year bigger and bigger and Brasher and ended up with me 16 years down the line in my voice sessions, you know, bleeding like a Bond villain from my eyes, and, and sweating. And literally, I had to have studio, whether it was in here or in London, wherever I did the voiceover I used to say to the to the studio people, I said, Look, when I come in, I want this studio chilled. Sure about 12 degrees, because when I'm going to go for it, I do go for it big time, I'm actually exerting myself so much that I would sweat and Puffin pant and go red in the face. And the veins of my neck would would come up and I said, Look, I can't do this in a Hot Studio has to be cold. And I need a towel in there as well. Because I'm going to be sweating like a pig oxygen I did. And so I that's how it happened. So every year got bigger and bigger. And nobody told me to do this. I just took it upon myself because I thought if they don't tell me, nobody gave me any, any guidance or advice. I just started to push the boat out Nietzsche, I pushed a bit more and I'd wait to see if anybody complained. Nobody did. And then it began to get gathered like mosque gathers, like a stone rolling stone gathers mass, it began to go to build its own momentum. And then I realized that people were actually enjoying my voiceover performances. They were sort of imitating me and taking, taking the, the voiceover of the show, as part of as one of the elements of the show. And it was very nice to see that I I just took it upon myself to make it what it was. So I'll give you an example of what it was like there's a big phrase on the show, which which is comes at the end of the title sequence, which usually was a recap of what happened on the week before and it ends with Carl offs, wonderful music, oh for tuna, which everybody now knows. And my famous line was, it's time to face thumb music and then to be a huge action It's a sort of graphic coming through London and smashing into Wembley, and they blister off and in Sparks. And they'd zoom in on from the back of the audience over the audience heads onto the stage, and the show would start. And so that was that was quite something. And I think it was quite, I wanted to make it as big and as bombastic and as sort of ridiculous as I possibly could. And was the show was that

Toby Ricketts

Yeah, exactly. And it's, it must sort of feel nice to be the one of the contributors to an icon, you know, has become iconic in the UK, that that that intro in that sequence, I imagined?

Peter Dickson

Yes, I think, you know, nobody knew it was going to be like that. And when I got the, got the job, it was very, sort of an unremarkable hiring because I was in America and a friend of mine, he was the sound supervisor on a show I'd been doing before in the UK called test the nation, which was kind of like an IQ test show with Philip Schofield. And Anna Robinson, who UK viewers will know. He, he rang me up and he said, I'm working on this new show called What's the working title of The X Factor? Nobody's ever heard of it. And they're looking for a voice to do it. And we can't find somebody that suitable. And I've worked with you recently. Would you like to have a go? And I said, Well, send me send me something. And I've looked at it. And he sent me this. They sent me this Vimeo link, and I looked at it and I thought, Oh, my goodness, this is, this is right up my street, I could definitely lend value to the show. So I emailed him back said yes, I'd be very interested. And they sent me a script, just to sort of have a go at it. I sent him some samples by on mp3, from from America. And next day, they hired me, I got the job for series, one of the X factor was brilliant. And never looked back.

Toby Ricketts

Yeah, the rest is history. And, like, I think I feel like, you know, when you look at great performances that people like, when you look at it on YouTube, there are those you can see the audition tapes for certain, you know, iconic roles as they turned out. And you can always tell that the people are giving more than 100%. Like they're absolutely committed to the character like that. That's the sign of a really great performance is commitment to it to it, which you know, you

Peter Dickson

have to know glad you mentioned that word commitment is the word it is exactly. It's it's a committed committing yourself to the line fully, more than fully.

Toby Ricketts

Yeah, exactly. And it works in other genres like, like, you look at the great news, any volunteers, it's because absolutely channeling, they're completely giving in to the feeling that music gives them and going with it. And it's exactly the same with VoiceOver I find the best performances you give a when you just let go and you go as far as you need to to get the ground.

Peter Dickson

We're not talking about shouting or bickering back there. But like, all performances, you're right. You have to be at one with the script and and be sympathetic to it. But give 100% It's almost like surrendering to it and commit commit to it. Yeah, you

Toby Ricketts

know why? on yourself or anything? No, no, no, it's

Peter Dickson

not, it's not going over there. I'm not I think people may misinterpret this by thinking, like, we need to go over the top. And that's not what it's about. It's about being in flow with the copy in sympathy with the copy, understanding your audience. And once you've done all that sort of processing, then you are committed to and you have a purpose, a sense of purpose to it. But committing to the lines, God Yeah, that's what it's all about. Whether it's a poem or a shouting on a TV show, it's just, it's being in in the right moment and understanding your purpose.

Toby Ricketts

Absolutely. So looking back over your your lengthy career, are there any pieces of work that really stand out for you and stuff that you're really proud of?

Peter Dickson

Oh, that's interesting. Yeah. I did a show, an animation series years ago, called Monkey test and it was was very well received in the UK dinner where that was when I think it did go worldwide actually, because I still get some residual payments from from from sales around the world, but it was an animation series produced by a friend of mine. And it was so well done. It was way ahead of its time. And it was it painted a rather dark picture of Britain in the 1990s but it was still it still stands up to scrutiny today. And it was one of those shows that has become a kind of a it's developed a cult followings. It's kind of like a bit culty but it's it's still there. It still gets shown on youtube if it's a what called monkey do this is that there's episodes on those clips on YouTube You monkey does,

Toby Ricketts

what character did you play with?

Peter Dickson

Well, I played the classically trained actor. Some might say it was, was typecasting. I was a voiceover artist who played the voiceover artist too, who really wants to be more wanted to be a classical actor. And he was always frustrated by the fact that he was always casting in a voice ever Oh, selling products that nobody wanted to buy. So either way, it's kind of art imitating life. And I often think back on that, I think, well, I'm actually I am actually I had that character. I've always been frustrated. I've always wanted to be a Shakespearean actor, but I never made I always end up selling furniture or shouting that cars off, or pizzas or whatever. And

Toby Ricketts

that's hilarious. And it is funny how you end up sort of coming back to those those things sometimes that? Yes, yeah. I've definitely found that like, in my voiceover career, like saying that you're going to do something or making a goal. Just lengthen. It never never works.

Peter Dickson

I never, I've never, you can set goals all your life, but obviously, life will throw you curveballs occasionally and you'll end up going down another weapon. Expected. Yeah, you don't know, never, I've never planned my career as such, I've never had a plan. And people watching this might be quite horrified. And the same time pleased about that. Because, you know, you just got to go with the flow sometimes, and the flow may not take you in the direction that you want to go, but is the direction that the market wants you to go because you're getting that work. No, I just don't, I don't think you should have too hard and fast and opinion about your career direction that is

Toby Ricketts

true, because I was going to say that setting goals at least gives you like the point at which you want to head towards you know, because if you if you don't know where you're going, then you're sure to get there. You know, it's that that whole thing of like, if you're just paddling aimlessly in the sea to nowhere, then you're you're just going to go around in circles. But if you do have that, that kind of island on the horizon that you're swimming towards, at least you'll make progress towards that island. But I think what you say is very true in terms of don't be too hard and fast with I have to do this and I have to do this. Like sometimes it's like if this great role comes up and it's not really in your genre, have a go at it, just do it and see where it listen

Peter Dickson

to what the market gives you, you know, the market will they will decide what you're good at. And if you don't know what you're good at, try everything. But some sometimes, at some point, somebody will say actually, this is where you should this is what you're good at, this is what you should be doing and don't fight it. In the Loop. There'll be certain veins will open up to you and you'll go Oh, actually, I hadn't thought of that. But actually this is working around getting a lot of work in this area and just go with it and may not be the area you even thought you'd be good at. But the market market will decide

Toby Ricketts

oh, there you go. Let I'm typecast as luxury cars and watches some of this is worse because

Peter Dickson

there are worse places to be. And you you you what I like about you is you work in all kinds of territories. You You Are you you've got a you're a master of accents. So you can you can work in the American market and in the Australian New Zealand market in Canada or wherever, wherever else you want to work. So you you adapt your accent Yeah, to the market.

Toby Ricketts

You're funnily enough, my biggest product is being British for Americans. So it's like Americans like me as a British guy. So it's um, it's because

Peter Dickson

it's because you don't sound too British or posh. Yeah, too threatening, or Yeah,

Toby Ricketts

something like that. Yeah, exactly. Like the accent I've created for my British kind of persona is is not actually a kind of a British accent that British people have. That's what it's the accent the American people think British people have got it very JMeter, isn't it?

Peter Dickson

I know. Isn't that funny?

Toby Ricketts

So I know, We're nearly out of time. But I wanted to ask you quickly about some I mean, obviously what what, what how we met and what binds us is gravy for the brain, the wonderful product of the voiceover career platform, which people watching this probably be familiar with. How did that all start? And how did that kind of the grow?

Peter Dickson

Well, it grew from a bricks and mortar business that Hugh Edwards and I started we, well, he came to me, I had worked with you as as a as a voice actor, and he was a director on a couple of games. And he said to me, you know, I'm fed up working with no, it wasn't working for me, but he said, um, there's a very small roster of people I work with, and it's quite limiting. In London, and, you know, it's an I try, I've tried, he said to bring new people in, but I ended up hiring people who have never done games before and they come in and they don't know what they're doing and I'm doing and they're practicing in front of clients. And that's not ideal when you've got somebody from Sony sitting in the in the booth and you're floundering as a newbie, not knowing what to do, because the the skill sets required for voice acting in games is quite different from the ones you need to know about for, for instance, doing a promo or commercials So he said to me, how do you fancy creating a course for people to do to do to learn how to do gaming voice? I said, Yeah, that sounds like a good idea. So we created this course, a bricks and mortar course for no more than about 10 people. And we ran these on couple of Saturdays every month in London, we hired a studio, we advertised, people came, and they absolutely loved it. And it was it was it was tiring and exhausting and time consuming. But we enjoyed teaching. And so we then reached the natural conclusion as you would, where we we'd like to be more demand than we could feel filled. So we wanted to reach more people. And so the only way to do that is to go on online. So we developed a rudimentary, it wasn't called gravy for the brain back then. But it was called something else. But we had an online course as well as the bricks and mortar course and, and then we thought, well hang on a minute, we could branch this out into other areas of voice episode, corporate, commercial, and then teach Studio, you know, building and engineering and all the rest of that goes with with with their voiceover career and we so kind of grew sort of exponentially from that point. And gravy for the brain was born. Not not not the, the name actually is quite interesting, because it was it was born out of the desire to create an online business that would educate people in all kinds of things, not just voiceover X was going to be a platform that could teach you how to do you know how to knit or how to make pottery or be a waiter or whatever it might be. So grieving for the rain was the sort of umbrella concept. But then we thought we know nothing about pottery or waiting a table. And that was a bit too sort of vague. So then we would be really crazy, the platform the and the URL and the name so stark. And people always ask us why why you call grave as the brain? Why is it not got any voice ever reference? And that's why because we were intended to be a much broader church than it eventually ended up but but in a way, you know, graves The reason it's so unusual name that people you know, remember it?

Toby Ricketts

Yeah, yeah. Which is kind of the most important thing these days in the in the sort of the busy sea of the internet, trying a catchy thing that people can just remember which they've seen somewhere. Yeah. Yeah, well, that's fantastic. It's so similar to your original courses to the voice academy that I run. And the thing that I, I always I get so much energy from is the fact that people who do come on these courses and people who braved the rain, it's such a thrilling job in a way like when you have a go at voiceover and especially in the bricks and mortar studio, that's a really fancy studio, and there's people listening and everything. It's like an adrenaline rush the same as going in a fighter jet or something like it really, really is. It moves people like to their to their core,

Peter Dickson

oh, um, we've had people crying and our courses, not online, I don't see that. Most people are crying. But I don't know why they cry. But they came into our into our course. And what we used to do, this was a really fascinating process. We took 10 People in at nine o'clock in the morning in the studio, we said $7. And here's the script, it was a piece of gaming copy. And as we asked each of them to go to the microphone, and read the lines, and we recorded them, which they did. And then we took them through a whole process of teaching them how to do what they needed to do, how to create characters, and they we would do workshops with them and talk to them about committing to the line that we talked about earlier on and being full of purpose and commitment. And at the end of the day, by five o'clock they'd been through the wringer and, and had learned an awful lot in those those hours with us. And then we got to do exactly the same copy again at the end of the day. And they both they all read the copy the end of the day and we recorded them. And then by six o'clock the engineer had chopped by all these pieces together back to back each each person 10 times. And we sat them down in a comfy chair is it now to demonstrate how far you've come in these eight hours, I want you to sit down and have listened to your initial performance back to back with your final performance exactly the same copy. See what you think. And that was for me, the the real lightbulb moment for for me and for them because they listened to their initial performance which was work on like, it was all the right words in the right order, but no purpose, no commitment, no intention. And then the second reading In most cases, was so dramatically different, that they just blew them away they thought and every, every time we human, I would sit and watch this and listen. And we'd see their faces just go, Oh, my God, this is exactly been a fantastic experience. And we we really understand now, what you mean when you say commitment, purpose and understanding of the copy and getting into the character. And so that contrast was so stark, that they went away, and they never forgot.

Toby Ricketts

And the ability for them to take that skill into their own lives, that's the big thing that I find like that people suddenly have control over their voice, which they didn't. And when they arrived on the course, and our voice is what we used to communicate with all the other humans who we come across, like it's their primary communication medium. So I feel like it's so important to learn how to use your voice effectively.

Peter Dickson

I can agree, yeah, and to and to be a good listener, as well, because, as an actor in gaming, you never ever in you're never very rarely, when you're performing. In soloists, you're always in the studio in your own invariably, but you do see the other characters that you're sort of your your lines are against. And I always encourage most of the students in our courses to, to understand the context that they're in and to read the lines into the of the previous character you're working against in your head. So you can well before you read your line, you read the the other characters line that you're reacting to. So the you you're just not, you're not, we're not talking in a vacuum. As such, we are reacting off what they've said. It's a genuine, real. So it's genuinely you're listening in your head to what the other character is saying. And then you go there, just read your lines and ignore what they've because you need to know what's gone before.

Toby Ricketts

Yeah, absolutely. Yeah. Fantastic. Well, I thank you so much for for staying up and indulging all my questions. Have you got to chat about voiceovers? Well, we haven't covered that you wanted to cover?

Peter Dickson

Well, let me submit a few notes. I'm just going to say very quickly go through. Yeah. Right. So. So I'll just go through this very quickly. There's a scramble to home studios home studios are now the thing everybody wants them. Everybody has them people are comfortable using them remotely. The USA UK differences are quite stark. The UK is now caught up in the USA. So most UK, voice actors have home studios now and producers are happy to employ them from home. Remote studios are now here to stay. So that's important. So studio quality your own home studio is very important. So pay attention to how it sounds. If you don't know how it sounds, ask someone Rob be gravy will help you to iron out any kinks in your studio sound. You need to get connectivity working. So whatever you choose whether it's source connect or ipdtl, or whatever it might be, you will need. Now that ISDN is now defunct and dead, you will need to have a good broadband connection and

Toby Ricketts

be able to know how to use it know how to use. Yeah. And now how

Peter Dickson

to use more than one piece of software. So have several several beating or be proficient in several. So I've got three here got source connect ipdtl. And I also use other proprietary software that I can link to other studios with

Toby Ricketts

this video call and session link Pro and there are clean feed there's so many feeds

Peter Dickson

Very good. Yeah, yeah, they're all good. They all have their drawbacks. Source Connect for USA standard is the Yeah, is the one they want. So yeah, you can also you can get source tech standard, I believe on on a day to day basis as well.

Toby Ricketts

Yeah, this is a subscription based I think it's like weekly or monthly or something. So it's just not part of the session fee really, you could

Peter Dickson

just and the reason they want that is because the algorithm is different. They want that there's a stability with source connect standard that they're using with the free version that you get good stability on the on the signal. Demos. Interestingly, I've noticed that agents are happy to have longer sequences on demos, commercial demos particularly used to be a trend where you have 10 seconds, even shorter snatches

Toby Ricketts

down to about four seconds. It seems their demos are so quick.

Peter Dickson

But it's going the other way. The the trend now is to conversational everyday voices so they want to hear your want to hear more, maybe 15 or even 20 seconds. Which is a trend apparently narrative deliveries probably more narrative delivery. Yeah, longer demos in every genre so used to be you know, you demo. We've been there longer than a minute now. They're getting one minute nine minute 30. And for sort of animations and for corporate, they want two minute demos. So they're getting longer. conversational style very soon still much at the forefront authentic voices. Yes. So, as I said earlier, because producers can hire people from around the planet they don't want me to do in Australia or New Zealand voice accent or whatever it might be. Other than your case to Tony, Toby, you're British voice is so good. People love to hire you. Real accents are very much. And also non binary accents. I see a lot on scripts

Toby Ricketts

that is so different. The inclusivity is a huge thing now.

Peter Dickson

I don't. So I've seen a few auditions come in, where they don't want you to sound too masculine. They don't want the deep sort of masculine voice, they want something slightly non binary. That's an interesting trend.

Toby Ricketts

And also, there's this trend towards like accents to that. But then they're not. Exactly yeah, it's accent from nowhere sort of thing, which, yeah, so I've specialized in over the last few years. But

Peter Dickson

where do you where do you place your nonspecific accent, it's sort of halfway between America,

Toby Ricketts

yeah, to mid Atlantic, but sometimes they want they don't want just British American, they want a bit of Australian in there as well, or sometimes a bit of Chinese, for example, like English as a second language, as well as the British and the and the American, which is kind of which, which is usually a case of just flattening the vowels and making it a bit more percussive. So it just sounds different. But I'd like to stress in my I did an excellent webinar earlier this month, in terms of like, you can't just pretend like you know, the accents and smash them together. Because it sounds like Dick Van Dyke and they're above, it's like, it just sounds all over the place and kind of awkward. So you have to stumble with doing both of the accents. And then just subtly choose to go one side of the line or the other on different lines, just to keep it sort of interesting sounding, you know. But it's a very interesting new growth area, this whole global accent thing, because of the, you know, international companies and corporate interests, having bases and lots of countries around the world wanting to do one video.

Peter Dickson

Yeah. So looking into future trends, I think, certainly authentic voices, or people who sound authentic, as you, as you've demonstrated, you can do are definitely going to be hired. Auditions, if you're auditioning for work, I think, because now we have the pay to play the numbers of people auditioning. And I wouldn't be too concerned about that, because 90% of them, you know, probably aren't going to get hired. So if you're good, you're going to get you're in the top 10%, you're going to be going to be at a chance of being hired. But I think your auditions need to be more daring and more different for everybody else. So you need to find something in the copy that will enable you to stand out. And be yourself. Don't just read the words, perhaps do one take where was the entire script as it's written, and do another take, which is your interpretation of that copy and humility.

Toby Ricketts

Yeah. And Mark Roy, who I interviewed last month, his big thing was just be noticed. Like, it doesn't really matter what you do with the copy because it's going to change in the session, but get noticed. And if they like your voice, like they'll, you know, they're hearing 200 people read the same lines, do something different. Yes, such good advice.

Peter Dickson

You're going to jump you're going to jump out at them. So yes, yeah. So humanize it, personalize it to your own way and try and again, but that making overacting but make it sound authentic and but but do your own interpretation.

Toby Ricketts

Or be yourself like really honestly be yourself because the more reviews

Peter Dickson

the more of you that shows up in your reads the more you'll book

Toby Ricketts

totally Yeah, absolutely. I definitely didn't intend this trip. Well fantastic. I mean it's it's Merry Christmas again, I've got one sip left. It's been able to catch up and what does the What does Christmas look like in the Dixon household?

Peter Dickson

Well, I'm still I usually go to Ireland where are where our families are from, but I won't be going this year because of travel restrictions and various other family issues but I will be staying at home with my wife my son, my two sons are coming to stay with us so it will be four of us Christmas Day and New Year. Who knows I never planned anything so fantastic. I usually I usually don't go out on New Year's Eve because it's usually chaos but I will I like staying at home I like to fire and and have a nice have a whiskey and stuff fairly quiet New Year's Eve usually and and then wake up on New Year's Day. Rather smug with myself that I don't have a hangover. Well, fantast anyway, very much. It'd be it's lovely Christmas. Thank you for asking me. Speaking. Indeed. Cheers. Cheers.

Interview with Character voicing legend Marc Graue

Mark Graue is a legend in the voice industry, growing up in Hollywood around the movie studios, and now with his own studio in Burbankwhich has seen some of the biggest stars on and off the screen, grace it’s walls. Today on VO LIFE, I chat to Marc about:

 

-          How people are now recording from home has this affected your voice studio business

-          What are some tips for people recording at home?

-          What separates pro talent from amateurs with home sessions

-          How do you see yourself as a voice actor?

-          Is versatility the key to characters?

-          How has the role of actor changed?

-          Do you have a bank of characters or customize the voice for every gig?

-          What are the classic levers we can pull to create different characters?

-          How should people approach casting in the modern context?

-          Why you should listen to direction in the session

-          Be prepared but not rehearsed

-          Is doing voices still fun after 50 years?

-          How did you break into the industry?

-          Working hard vs being ‘discovered’

-          How to get noticed in your auditions

-          The difference between doing a voice and being a voice

-          The state of gaming VO

-          Is it important to play games to understand them?

-          Video games and voice health

-          Why listening is so important as a voiceover

-          Where do you source work?

-          Agents and the union

-          Are videogames casting and recording in house?

-          How to bring realism to videogames voicing

You can find more about Marc and his training at https://www.marc-graue.com/

Here is the transcript:

Toby Ricketts

Welcome to gravy for brain Oceania and VO life. This is the chat where I talk to the big names in voiceovers, the movers and shakers, the people who are really making things happen. And today, I'm so excited to announce. We've got a 35 year veteran in the industry. He's got a studio in Burbank, California. It's a total industry legend, a voice coach, winner of voice of the year, the one voice Conference USA this year and is about to be inducted into the savez Lifetime Achievement Award Hall of Fame. It's Mark. Don't introduce myself. It's Marc Graue. How are you doing?

Marc Graue

I'm doing great. I was thinking, Who is he talking about? Wow, I had no idea. I had all that going for it ask for my money down it. Exactly. Yeah.

Toby Ricketts

I didn't even get on to the second page. How you doing there in Burbank?

Marc Graue

I am doing so well. Actually. It's life is good. Yeah, absolutely. It's the world is a little topsy turvy and kind of upside down, as we all know. But as far as the voice voiceover world, it seems to be going very well for a lot of us, for most of us actually disappears. But it's yeah, it's good.

Toby Ricketts

Absolutely. Yeah. How's the the COVID sort of end the work from home thing. I mean, it's been great for voiceovers that already work at home. As far as studios goes, it put a pressure on you in terms of running studios?

Marc Graue

we still have larger set like a lot of localization and localization being where they'll take a Korean Chinese, just whatever it may be, whether it be a game or Netflix dubbing, that kind of stuff. And we'll go so there's still a lot of that. The studio has stayed busy, we're approved, sag approved for COVID. So we even have electric motors on the microphones, stands. So the engineer doesn't even have to go in, he just pushes go up and set it do all of those good stuff. I've never even heard of such a thing. Yeah, it's good. So it's good. It definitely if nothing else, for people at home, it certainly is up the ante meeting that where you used to have, you know, like a crappy USB mic or something. Now, people are actually who I need to kind of jump on the back and get upgraded a little bit. And and they do they're still, you know, that element of people that don't assume that it takes, you know, virtually no investment at all. It's like, well, you know, is there any way I could do this on my phone? It's like, well, yeah, that's, that's gonna go really good with a big client. You know, they hear me now. You know, but I think I think a lot of people have, you know, they really have upped the ante a bit at home and you're noticing more and more copy coming across with actual specs from the client, if you're recording at home, this is what we would like to see you have large diaphragm I can do even to like, you know, like, like a u 87. Which is pretty cost prohibitive for most people. But you know, what, TLM 103? What kind of mic pre are you using? Don't want to, you know, to to, actually, here are some traps stuff in front of your booth with no, you know, no speaking lights, speaking being very loud. The thing is to also in this room, if you have source connect, use it first Do not wait for a session and then go, Oh, I've never actually used it. Because that's not that's not the time for a tutorial, I've actually seen a couple of clients where the VO guys have lost the gig, because they weren't, you know, it's not it actually what they're doing now is they'll actually want a snapshot of your source next showing that the port is open meaning that it's been forwarded it's all up it's running, because I can't tell you how many people will I downloaded the program and it's like, yes, but it doesn't it looks nice, but it's not doing anything.

Toby Ricketts

It's not Skype and Skype. Yeah, I've heard that there's a worldwide shortage of Sennheiser four one sixes for that very reason that everyone's scrambling

Marc Graue

you know, it seems like there's a shortage of everything at this point. You know why I can't why there would be a shortage of that I have no it's like yes all of these people in the meeting when I need it for 16 Oh my god there's 1000s of them you know it's like they're at the door was George's shotgun mic I evidently there are there are shortages of all kinds of things seem to take a little bit longer to get but it's you know, the thing is too is you know your stuff know your system know what's going on. So that that becomes its secondary it's no different when I'm coaching for that becomes muscle memory. It's like you're not even thinking in redundancy is not a bad thing. If there's an issue with something if this isn't it, have a plan okay, you know what, I've had that happen where source connect just would not work. We tried source Connect Now that work. I've had other sessions where it wouldn't work at all ever. This is unusual. I didn't know I guess there are two different platforms it sorters connect one for PC and one for Mac. And if you have them interchanging with each other, sometimes there can be issues I guess with went because it goes to their servers. And so I've had So where it's like I know tell you what, why don't we do a zoom session, you can direct me. And I'll just track the sessions in Pro Tools and send you the session. Oh, great. Session saved, you know. So that's that's all just

Toby Ricketts

redundancy is one of the things that really does separate the sort of men from the boys if you like in terms of like being a professional voiceover artist, because you, you've been around long enough to to know what can happen in the session. And you don't want to do that again. So you always have a backup plan, like having a second interface. Because I've had two interfaces now that have spontaneously you go to turn off. It's just there's just no sound.

Marc Graue

I don't know what happened. That's, that's brilliant. That's I even at the studio, I've always even if it's a very seasoned engineer, been there 20 years before you'll go home, even check, talk back. I'll give you a great example. We had Bill Shatner now, actually, Bill now is great, because he's been in so many times, he's fine. And But initially, we were just a bit touchy about things. And so that's not an individual you want to go. Whoa, this isn't recorded right now. It's like, no, no, no, no, no. What had happened was we had the clients come in, and of course, because it was William Shatner, and we've got a room full of people in the control room. Someone did come in, set their briefcase down on the talkback button. Well, unbeknownst to me, I'm up in front of the sweats breaking out going, God, there's levels. Like, can I hear anything anymore? We're checking the arms. Oh, my God. Okay. And it's like, you know, it's Shatner sitting there, you know, are we ready to go and it's like, and then I've, you know, like, I'm getting right on the verge of calling by Bo takich. To get in, you know, look, we're gonna have to do so they're moving to another room and turned around and went, Oh, we were right. So ever since that we know how things around the target that you can't do that.

Toby Ricketts

So yeah, in a sense, like problems like having having issues in the booth like and things crop up, like that is the best thing because it makes you that much stronger every time I find like, as long as you do learn from the mistakes and and put things in place. And like my mind traveling kit now has so many little solving connectors, tape and problems and solving stuff. You know, it gives

Marc Graue

you a beautiful set of veins in your forehead.

Toby Ricketts

Again, a receding hairline and grayness. So, onto the onto the sort of the voice area, you are very sort of legendary as a character was such a huge sort of collection of voices that you've that you've created and curated over the years, is that sort of how you see yourself, do you do commercial sort of straight stuff as well, although straight stuff is kind of a character as well. You've put yourself in the industry?

Marc Graue

Well, I mean, primarily character stuff that's always been the running gag is I never play the guy next door, I'm usually the guy that kills the guy next door, you know, which is fun, you know, the lobby even have a real that's just evil guys, because I do a lot of that. But it's it's a primarily character. I mean, the, you know, I do have commercial clients that I work with gotten, you know, on a consistent basis. And, you know, like, we were just exchanging that story, which is coming out for Toyota. So, but you really, it's just being prepared. I'll give you an example. When I was booked for DCS legends of tomorrow at a TV show your that should be again, I'm thinking Oh, okay. And obviously, it's probably a woman who's busiest and it's on a federal clock, you know, galley chi and stuff. And I go in, and it's an homage to ET, and it's this adorable little character named gumball. And all it is is nine pages of ADR and every single loop says effort you know, and I'm thinking he should have got the right guy. Did they misspell? You know, is it misspelled something? It turned out five, but it was definitely you know, shakes the cage a little bit. You feel like this is not really, you know, the other stuff where it's like a no brainer, fine. Yep, let's do it. And I mean, my direction is usually can you make him sound like he just killed this person and eat his bones? It's like, Oh, okay. You know, you really should quit living in your mom's basement discover curls. But anyway, sorry.

Toby Ricketts

Funnily enough, I looked, I looked at one of those clips, just as preparation for the interview. And I was thinking, Is that is that mark making the noise for the little T things? And it was, I mean, I guess that is the key to, to, to being a character voice artist is his versatility, right? I mean, it's being able to really take on anything and not just have a go at it, but like, give it 150% 200 million

Marc Graue

you always have things that you're much much better at a great example is kids voices. I can't you know, me doing a kid's voice sounds like I'm trying to lure them into the van with a candy bar. Not going to work. So usually that kind of stuff I'll pass on because there's people that just nail that and are spectacular. And you know, another thing you know if it's in your wheelhouse The interesting thing too, is we've now gotten to a point where we're so segmented and I mean, if it's, you know, a an Asian voice than it has to be an Asian American actor, which I understand that but at the same time me acting is acting I mean, that's why you're being hired as an actor to do different, not maliciously, I don't mean NetBeans spirit or I have just recently done a project was pretty big. And they had me speak Cherokee. And they had a guy on the line that said, Can you so I did. And the heaps in American Union he goes, Wow, that was amazing. It was honestly I would know I be he goes, that was great. And I go well, thank you so much for being there. I was kind of cloning what he was doing. And somebody posted that in Boise, Idaho, Cooper hit the fan over that. It's like, How dare you? You're not an indigenous person. You bastard. That's Deadites typical white people like you that didn't was think, Whoa, whoa, I wasn't malicious. It's not. Well, you should have been it was like, but I'm sorry, when you've got a large company on the line. This was initially begins with D. It's not like you go, why not doing that? Get a? I mean, it's like, you'll go Oh, yeah. Okay, whatever you guys want either pay me a lot of money. And it's like, so I know, in retrospect, I guess I should have probably thought more down those lines now that I've been doing this something that that didn't, didn't used to be a consideration. And I don't mean that from a mean spirited aspect. I was just like, Okay, it's an anti job. Yeah, yeah. It's

Toby Ricketts

something I think a lot of us have wrestled with in the in the voice industry. And that the the role of actor has changed from you know, someone playing someone else to sort of like it has put restrictions on who you who you can play. And instead of just having a go at it, there's all these other considerations, like, have they tried to source this from a legitimate source? Is there some kind of bias involved, which makes it so much difficult, more proposition, you know, that the kind of brief has changed as far as

Marc Graue

everything varies very much. And you'll even see that in the in the actual copy direction, saying specifically what they, you know, and to me, I mean, I understand that or, or don't understand. But I think sometimes you can put too many rules on things. And I'll give you a great example is, evidently with the Academy Awards. Now, at least, I believe it's 20 to 25% of the cast has to be under everything, and I get that I understand. But what's happened is writers are going but now I'm going to I sit down and meet rather than letting the creative I have to go, Okay, wait a second, I have to do this and this and this. And there's now very specific rules I have to play by rather than just writing whatever's coming from my heart. And I don't I can't imagine, you know, a black individual and Asian American, I mean, all of those things. They've dealt with ridiculous shit. No doubt I I'm not trying to parlay that make that small by any means. It's just find the it's probably very rough, though, for a writer, you know, somebody had mentioned like, Well, what about you know, the godfather? I mean, it's an Italian family. How am I supposed to do you know, and I mean, it's just a story is a story, you know, and the thing I think we're starting to, you know, we all are humans, we all you know, kind of walk up right? We have very similar interests, we fall in love, we fall out of love, we get our feelings hurt, we don't get our feelings hurt. We're striving to do well for ourselves and our families. And, you know, when there's so there's kind of a common thread and sadly, that common thread seems to be kind of dissipating and very segmented, you know, I just like I was laughing talking to somebody the other day going, when it's gotten to the point where he should be able to buy a keyboard that has a fuck Yuki. You know, which is sad, but true.

Toby Ricketts

Yeah, absolutely. So I mean, and the tricky thing, I'm just just to do this a little bit more is the is the is how some of this appears to be like retrospective like and I feel I felt for The Simpsons voices going through that controversy about 12 months ago with like, having to apologize for characters they played decades ago, when times were different and and being accountable for that in the modern day. Seems a bit rough. I mean, I guess they can they can say like, we won't do that again, because we realize now as you know, in the Hmong context, it's it's insensitive. But yeah, that's that's kind of a tricky. Yeah.

Marc Graue

Well, at the time, it wasn't, it was acceptable, and it wasn't meant in maliciously at all. It wasn't like, oh, well, here, this other person people off it was like, you know, it was like, oh, okay, sure. All under the care. I mean, you know, look at that, you know, even going back to Mel Blanc with things like, you know, Speedy Gonzalez and stuff. I mean, now Oh, my God, of course not. But at the time, you know, and things have changed, you know, very much. And again, now, you know, I'm not Hispanic, I'm not Latino. So I don't know how that affects, but as a white guy, I never looked at that as like, ooh, that's where that's bad. Or that's, you know, that's Mexico. We just thought it was a cute cartoon character.

Toby Ricketts

Yeah. So onto cartoon characters. And I mean, you know, come out with a broad range of characters. Do you spend time kind of like creating characters and then putting them in some kind of bank? Or is it always sort of on the fly and you're pulling different handles, depending on what the gig is?

Marc Graue

It really depends on what the gig is. And where I mean, you have an idea, I call it roadmapping copy direction, and I know they'll probably get in trouble over this one direction, though, is is so specific. Sometimes I always look at it liken it to Pirates of the Caribbean where well, it's not exactly rules. It's more guidelines and Really, I mean, if you've been doing this a while we've all seen or heard a spot the direction was very specific. And you were hurt or sad when really that's where they were, that's not even close to what the direction was. So if I think a lot of the time you know from your heart you know, but but look at the copy look at the you know, it's that classical knew who are you speaking to? How many people but but that point, how is it written? Is it written, where it's kind of, you know, smart as is written like a TED talk, where you got the mic coming down, and you're very passionate. And, you know, it really depends on the style of stuff you're doing commercials are all a call to action, CTA they want you to do something, they want you to go to the phone, go on the internet, get off the couch, buy something. So leave me feeling good. I mean, even the spots that run here with Sarah McLaughlin, and you know, that awful spot with the dogs and they show him what it's like, and you're $19 a month, by Biffi, a third leg so he can walk in a circle. I mean, let's try that. I'm sorry. That's terrible. But the thing is, again, it's very awful. It's a but here's the solution. And here's the end, even childhood cancer. Here's the problem, you know, your St. Jude's, it's like it's terrible. But you know what, here's the solution. And so you're leaving me feeling good. Same thing with with, you know, whether it being animation or video games, you need to connect with what that audience is, if it's a much younger, sweeter, you know, very, you know, like a kid's thing for Nick Jr. for Disney. It's very sweet. It's very non threatening. We years ago had done Hulk Hogan's rock wrestling. All the wrestlers and a brother, this is what we're gonna do. All right, we got to find the bad guy and stop them. And they don't got this, you know, so the wrestlers came in, they did 26 episodes, they went to test it and all the kids are going mommy's y'all. Hey, listen, you should. So they had to recast the entire thing to tone it down a bit, because it was it was just too intense. You know, so hit him, you know, things have changed. I mean, that's changed drastically, you know, as far as you know, this style of stuff and language and all of that kind of thing. But it's really, it's just identifying with that character and the personification of physicality. Absolutely. I mean, I'm all over the place. It looks like I'm having a seizure or something. You know, but it, you know, that comes through, it's like, I tell people, you know, if you put smile on the copy doesn't mean okay, I'm smiling. Now. I know physically smile. Okay, there and that will come through your voice. Hmm.

Toby Ricketts

What are some of the other the classic kind of character levers you can pull? I know, you do a great YouTube video where you take a red character, and then you make him like a little guy, and then you become a blue collar guy. And like, that's one. So Libra is sort of like age and size. Are there any other kind of obvious levers that when you're trying to tweak a character you can explore?

Marc Graue

Sure? Well, I think I think again, um, attitude for one, you know, age also, I mean, the thing is, there are such subtleties within like, age, people go, okay, he's an old man, they immediately go to you know, yard kind of thing or a gets even more not get out my yard, you know, kind of thing where it's, you know, it's, it just depends. But most older people now don't sound that way. You know, know, if it's a cartoon, a cartoon is just that it's an animated character. So sometimes they want that there's a lot of time you Adult Swim stuff, they want much more? They want realism. So what would it what would a person that age, sound like? And again, it's, it's sometimes sticking with what you do, like, you know, I'm an older guy now, obviously. So like me doing an 18 year old boys, it's not gonna happen. You know, it's just, it's better to pass. I mean, you could try and debit, it's just, it really isn't going to work for that, you know, so why, why waste the agent's time and a client's time, you know, but at the same time, I love it when they're very specific and go, well, the age of this character is 43. I'm sorry, that we got your idea was great. But it was definitely pushing 44. I mean, it's like, well, you know, there's not that many differences in certain age, you know, areas like that, where it's like, what's the difference, really. And really, it's, you know, the key now, especially, is to do something memorable. Because everything I come from an era where we still use like voiceover gypsies, you'd go to casting directors office, you'd go to your agents, you'd go to the buyer, and you'd actually as you made the rounds, you'd walk in the casting director Hey, Mark, how you doing? Well, we work together on Oh, yeah, and foots in the door. And you know, now you're relegated to being an mp3 so that the essence of you needs to shine through that mp3, you're not there to work the room, you know, so that when they hit Play show, even in your slate, and I don't mean going off on some you know, I've heard people where the slate I think was longer than the piece itself, but just like hey guys, how you doing great character, you know, hope I hear from you, you know, I'll shut up now. Let's get on with this. You know, and give them a few different tapes. You know, give mix it up a little bit. Look at an audition. That's Your chance, as you know, monologue night on camera school is like, hey, let's give it up for it. You're up in the light comes on, it's yours, you know, so So you That's your chance to bowl them over, there really isn't any right or wrong. It's what you feel you should do. That's what you should do.

Toby Ricketts

Yeah, that's so interesting. I hadn't really revisited that. Because when I first got started in voiceover, I did a couple of in person auditions, you know, with casting directors, when I lived in a big city before I moved out into the middle of nowhere. And it was a fundamentally different experience, because they were there. And you could tell from like, with their faces, whether you were doing a good job or not, and sort of change it on the fly. But now it is completely blind. You know, you're recording this a day or two before they listen to it. So you really have no reading.

Marc Graue

Yeah. And even without you get feedback on the spot, wonderful, love what you're doing, pull back a little bit, if you can, let's play up that Gil and say, Oh, great, thanks. Because it's, you know, that direction is invaluable. And that's why live sessions are wonderful. Now, that doesn't mean that I agree all the time with with, you know, necessarily with you kind of going, okay, sure, I'll be there. They're the boss. That's what they want. They they have an idea of the overall picture. So they know what's going on. We're just hired hands. It's like doing a little piece of this. And it's like, they know how that's going to fit into the overall thing. And we're just kind of like, oh, okay, you're sure its own? Sure. You know, and it's not, it's not unusual to ask you, can I just give you another take that felt at the end, but they'll almost always go? And of course, you know, absolutely not what Jake, that's it now shut up. You don't

Toby Ricketts

know who I am? Yeah, I think and I think it's really useful to have those sessions where a direction comes completely out of left field, and it goes completely against your instincts, when you've actually got the gig and you're just like, what, really, I can't I'll do it, I'll do it, you know, and you give it to them. And then you see the final spot. And you're like, that was the right call, I didn't realize the pictures were going to be like,

Marc Graue

that brings up a very interesting thing. And that is a lot of people will get, you know, they I've had a number of people you probably to ask when you get the copy, usually, as you're walking in the door, you know, there's like, here it is, here's, you know, this is the rewrite whatever, but be prepared. It's like when I was doing you know, like, even going back to like Avatar, the cartridge, I wouldn't read the script. And it wasn't because I was missing the script by the fish. We do smell that, you know, by God. I mean, you know, it was because I didn't want that set. You know, what do you mean, you don't want that laugh? Don't you know what that laugh brings to the you know, and your brains going. But that lab, I put the laugh in, it was supposed to go there, and you start getting, you know, very chill. It's the same situation as if you get an audition, and it's got links to YouTube. I always suggest don't listen to those first lay down a few ideas of yourself, then go back and listen. Otherwise, you're just doing a bad impression of what you just heard. And it's entirely you know, if it's a voice match, of course, you know, then you need to listen and get down all the subtleties and stuff. But voice matches are dead on not Well, it's pretty close. But that doesn't count. It's got to be dead on. But what happens is your brain starts with no, they put in more of a pause. No, they have that kind of crap. So they drop off at the end like that. Like that. Okay. And so when you read all of that said, it's like this or you're like that. And that's just like, it's like, yes, if he had Tourette's, sorry. There's not a lot of filters here. I apologize.

Toby Ricketts

No, it's true. I one of the best pieces of advice in terms of you know, going into a session is be prepared but not rehearsed. Because rehearsal kills that kind of, there's something you get from the first read that's like a spark of freshness that you cannot replicate after that first read. And we've all had

Marc Graue

that where you do that and go through three zillion takes, and they go, yep, they ended up going with the first day.

Toby Ricketts

Yeah, exactly. Yeah, everyone's had that experience yet. So speaking of those sort of sessions that do go on for 300 takes when you know they're going to use the first one. This is a really fun gig. I think that's the one of the big things I've never heard an occupation spoken of. as highly as also in terms of just having fun. Like it really does not feel like work. If you've been doing it for 35 years. Is the magic still there? Like is it still fun? It was

Marc Graue

actually the living has been closer. It's almost been almost 5050

Toby Ricketts

you go. Obviously that video is 15 years old, and I might just

Marc Graue

Yeah, yeah, yeah, it's yeah, it's sadly as it's true. Yeah, it's, you know, like anything else, you there is a certain amount of birth. I don't think you still retain the excitement of you know, I remember my brother is a musician. And he was like, Hey, man, we're, we're in town. Do you want to come down to the studio is like, Absolutely not. I mean, when all day. I mean, like, you know, it easy. He's all like, well, this is really cool. It's like, No, it's not my life. You know, it's like my kids. You know, their friends are like, can we go to the studio? God, that's so cool. My kids are like, Oh, it sucks. It's boring. You know, and if you're born in it, you kind of I was actually born in Hollywood of a Queen of Angels. My dad used to do News Channel Five here. So I grew up up I'm a lot there with dinosaur and Bob Hope and all these guys. So to me that was like, Okay Daws Butler was my godfather he used to do a live puppet show is Stan Freeburg golf time for BD EBD boys. And I remember sitting there was it while I was very young night for maybe five, and just enamored, it was like, wow, this is so cool. You know, these guys are great, you know, and watch them rehearse, you know, worries that they had, at that point, they didn't have stage lights. So they have these massive pieces of plywood spotlights. I mean, just so these poor guys are working at night, you know, it's got to be 300 degrees and sweating. And he's like this. And as he's talking like this, all of a sudden that you could see the puppet starting to go, oh, abd chef. And I remember thinking, this is so cool. It's puppets and bad language, you know? And of course, my mom's like, You're never going back. That's, you know, I thought it was the coolest thing ever. You know, I didn't at that point, you really have any idea with that? That's what I would end up doing. But no, it's been a it's a spectacular idea. As far as stealing how, you know, I still absolutely love what I do. There's no doubt about it. There's times it becomes overwhelming. There is the business aspect of it that you do need to deal with, you know, and sometimes that's not as much but it's like any other business. Not a lot of fun. You know, but overall, yeah, I can't think of it. I mean, this is really, it's all I've ever done in my entire adult life. You know, paid for let's say two divorces, three kids, we call it four houses. And I'm still over.

Toby Ricketts

Yeah, so what was your first sort of like, what would you say was your big first big break into the industry? Can you can pin it on a certain event or a gig?

Marc Graue

Well, it depends I can't it whether it's the first one for studio wise for engineering, was I was I had be asked my way into a big music studio called Cherokee way back when that when this was like the Mecca. I mean, all of the cars albums and journey and Michael Jackson and Azia match. I mean, it was just me. In fact, when I first went in interview, I almost knocked Pat Benatar over it was like, oh my god, I had not a clue. As far as the music part at all was always watched but they decided they wanted to open a media studio doing voiceover stuff. So I actually talked Warner Brothers Records into bringing Van Halen for their first album, then came in the whole thing to do spots was high price talent they did the thing this guy is the I've told the story a zillion times but he was looking to patch an effect and well you know, man, if you do this and he turns around in front of this roomful of people that goes I'd appreciate it if you'd shut your mouth and stay out I said I was like you know right side let it knock him off the chair left side just said sit here and shut up mark so I did and it was like I you know that I listened to i We got you know, this is Van Halen This isn't now it's like I mean it's it's good but it's not. So I put I went in and voice to spot and put together a blistering you know, Van here where you know, phasing where you do left, right, champ day and then a Chet. So Leo van him. And I mean, the thing was, you know, there's like, the old Panasonic spots where your hair is fine. And probably not very cozy, but I stuck it on the end of stuff when I sent it to Warner Brothers 3300 Warner bit of art in Burbank. And they called and it was like, I'm going oh, God, like, there's my career. It's getting smaller and smaller. You know, I'm thinking, Oh, my God, I'm so excited. Man, we loved it. And I had Warner Brothers as a really good client for probably 20 well up until AOL bought them out, which was, you know, but I had them 2024. And they to the point where they go, you know, Madonna's in town, we need an interview. Here's the bio, she'll show up at three. And it was like, Really, so I've got some amazing In fact, I've got this collection of stuff that I'm at some point gonna work out something with, you know, Rock and Roll Hall of Fame that because it's one out, I mean, it's like Brian Wilson and REM. And yet all of these huge acts from back then. And I've got the original voice tracks the original interview that nobody else has him because it's the uncut version of all this stuff. But yeah, was that and doing contract spots, and they have a thing they do every month called the the guide, which was all their new releases. And at that time, it was not just Warner records. It was Warner Brothers, but they also distributed Kevin sire quest, Paisley Park, you know, metal blade, all these others. So all of those were all combined. So it was yeah, it was really an amazing ride. And in the first voice gig, someone had said, Well, there's they're having general auditions at Hanna Barbera. I mean, I've done a lot of voc. I don't think I'd ever auditioned for anything. It was like, Oh, okay. And so when I wrote this script, and I think they thought I was on crack. Because it was, you know, now we'll have to find the great note of stuff. He may call me. Great, great. Yeah. So I get you know, and it's like, jumping or doing a Robin Williams thing you could tell they were like, you know, in Gordon Hunt was the director, you know, Helen hunts guide. And a lot of the big directors now they Are were Gordon's assistants at one time there. And so that was my first and they said, you know, you get yourself an agent will have yell at her work and was like really? Wow. And so I had made wonderful friends with Don Pitts, who is like this iconic Holly. He was like the voiceover agent in Hollywood. His clients were Mel Blanc, Casey Casey and Gary Owens, Orson Welles. I mean, it was like, if you're tuned for a I mean, you name it, if you were, you know, he was the guy. We became very good friends. When I was doing stuff at the studio. Because I was doing, I started doing demos for his clients. And I called him up and he said, Get down your hog. We'll sign the paperwork today. And it was a Wow, really. So that was kind of that's kind of how things started. Mm hmm.

Toby Ricketts

Very interesting. And it kind of cements for me because I know, you know, like most voiceover careers, you hear about, at least the sort of ones with longevity are based on just consistency. Like I've been in the industry for 10 years, it started really tiny, was kept being really tiny for the first five years. And then suddenly, it just gets bigger and bigger. And success leads to success. And you meet people and you know, people and it just all suddenly catches on fire. And versus the people who were discovered in Walmart or something, and they do, you know, they're the new voice of Disney or something. And it was just like, it's their first gig, which is very uncommon, like, it's that's basically playing the lottery.

Marc Graue

Yeah, that doesn't help. It's the same thing with getting an agent. That doesn't happen a lot now, because the field is kind of flooded with so many people. So there's ways to approach that. It's like I always say it's like embellishing on a resume. Do you want to lie? Of course not. Because you're getting Oh, well, yes, I'm the voice of Ford, Chevy and Fox and NBC. It's like, really? Okay, I mentioned Budweiser. It's like, you know, and I've seen people do that. I've actually was at a party. This happened a couple of times, and people go, Well, yes. Because I'm the lead. And it was like, No, oh, yes. I and it was like, little miliar not because we recorded that, and you're not, you know, it was? Well, I mean, I was involved with the scratch tracks, you know, and it's it's just to be true to thine own self. It's very interesting in that sometimes it's not supportive. You know, my dad, who was a newsman verions, he was like, what you sit in a room and talk and they pay like kind of shits out, guys, but he had pipe dreams, you have smoke too much pot, but that was wrong. But you know, I didn't you know, it was like, you know, that that's unheard of. But it's just, you know, if you just, you know, follow that dream, it can be interesting thing, is it a lot of people expect that overnight sensation thing and think well, I mean, I, you know, I put my demo together myself and send it out. And I haven't heard anything. And it's like, well, it does, you know, even with a demo, it's a one off, grab attention. You know, I always use the other tip of the song Happy by for you know, it's like, if you're that song comes on, it'll be in your ears forever. Even if you hate this song. It's like, there it is your legs moving and it'll grab you. That's what you need to do in with a demo, be memorable, do something where they go holy, come here, come here, you got to hear this, you know, and that could be you know, comedy drama. So it's not just you know, here I am doing my voices. You know, and you know, I do a dad on Homer Simpson, DOH. Doh. It's like, well, let's see, there's a couple of things here. That's not dead on. Dan's not going anywhere. So why?

Toby Ricketts

Yeah. And speaking of that, one of my next questions was, like, there are lots of people, especially from the sort of computer game player world who are told they have great voices. And, and they do do like, you know, great impressions at parties. They're an absolute hoot. But there's a difference between being good at parties and being a professional voiceover actor, although it doesn't seem like it on the face. So what is the sort of key difference between having a great party voices and turning them into like professional voices?

Marc Graue

The main key honestly, is that when you do a party voice, there's three lines that you do and you nail those and it sounds exactly like the character. If I go there to go, here's the script. You mean in that voice? Then we're gonna start doing that now you're gonna find it's going to be a little more difficult to do. There are certainly things you know voice matching is very good, big movies. That is a huge huge business for people that really do dead on carriage ALPA chinos you know contract make you know call how many million dollars to do that thing but if to come back in and do ADR either reply says I don't want to do it or it's an extra $5 million and they can pay you know a stand up comedian who does a dead on ALPA Chino and is asked to come in and do it and you know, work for you know, a grand two grand for the day, you know, and knock it out of them and you would never know that that's who that was that was in there and so that that kind of stuff is great. But with with that sort of thing, too. You need to be brutally honest here. So but and also realize, you know, like, Okay, who are you voicing? I mean, did you know it's like, is that person going anywhere? I mean why? So why? I It's a great thing to have in your cache of voices, you know, but putting that on, I mean, it's like, does that mean? I mean, why? It's, it's kind of a moot point, if the person's already doing that voice, it's not like they're gonna, what did you hear the guy do that product, let's fire the guy that's done it for 10 years, we're gonna, you know,

Toby Ricketts

it's, it's kind of, it's kind of realizing that they said, like, trying to reverse engineer the commercial imperative of like, why are you doing these voices? Who will pay for these voices? And why? Like, you know, it has to be a great original voice or, or, like you say, you know,

Marc Graue

that's really above and beyond, that's what they're paying you to do is to bring, you know, every everybody has the same words. So why am I gonna hire you? You know, show me why, you know that. And that's where all the subtleties and there's only one you. So you need to bring that that bring you to that audition process, where it's like, oh, this is kind of a different take. You know, and that's what I was saying before, as far as play a little bit. You know, play a little sometimes if you carry something. I've done auditions and booked the job and go, God, we got your ideas, and geez, which I mean, it was so pumped up twisted was like, Gee, you sounded like a, you know, a total, you know, mass murderer was like, Well, great. I'm here you hired? You know, and it's like, well, maybe we'll have to pull it back a bit. That's good.

Toby Ricketts

You know? Yeah, exactly. Yeah, showing that you can go the distance, you know, is a really important thing. And one of the other things I want to talk about is that, like, you know, what separates really good actors, from from sort of novice talent say, is their ability to really commit to a roll, like more than 100% Like you hear people trying to do voices where you can hear that they're kind of, they're doing a voice. They're pretending to be a voiceover artist. They're not actually living that character. So how does one like start to from starting to do voices Gulf to and being voices?

Marc Graue

Well, first off, visually, picture in your head. What what is this guy? Is he is he fat? Is he going to be Roatan? So he has a guy, you know, like, it's down in here, or take anything up in this thing? When he's a little, we

Unknown Speaker

usually say what do you think? Yeah, you know, that's easy, you know, kind of thing. It could, you

Marc Graue

know, whether it's, you know, but but think in terms of, you know, a little eating outside of the box, I felt like Tony, let's all walk out a call, you know, it's just, you know, it's like a witch boys, if you ask a girl to do a wish to immediately she's gonna go out and get you my pretty and your dog fit. You know, it's like, well, why couldn't she be a 400 pound witch with a list and an English accent. You know, that just and I mean, sometimes, you know, copy can get very specific, but feel free on that. Like, if you're doing a second take, give them something that's, that's very, very different. The interesting thing is a lot of people when you're doing two takes, one is going to be loud, and one is going to be quiet. And it's like, and the problem is that we all have we, we all have our own personal natural style of reading out loud. And so change. I always tell people change your inflection change, like put the emphasis on a different set of words when you get locked in now that's going to change that up and make it sound very different. Rather than Oh, he sounded loud, he sounded soft, you know, but understand that that audition process they don't know till they hear it, you know, when it's like wow, this this is and there's certain things that just you know, the sky's but a great example it you know, is there a motor come of luck absolutely, positively. Night at the Museum. Brad Garrett originally did the big Tiki head, right that the Eastern event it was at yum, yum. And so he didn't want to do the ADR. So I got to get doing the ADR, which was great. And I got video game that was great. The ridiculous thing was Hershey's and McDonald's where it just they don't you like grabs this thing throws it and I go, yo, yo. That's it. You know, at that time, we still with William Morris, and even to the point where they call and say we'll look Hershey's wants to use it as a rollover on your website. Yum, yum, yum. You know, it was but they don't want to do another session. You know, they're asking you know, if they could just do a buyout for 15 minutes like oh, wait, I just sold out for lunch for about it's like seriously so occasionally those do come in where it's it's a ridiculous amount of money and things fly and you know, you have those big but the real reality is no journeymen voiceover person. You're doing a little of this a little without this out, you know, my thing is pretty much carry so a lot of video game stuff. animation, video game stuff is huge. Right now, it's massive, captive audience. So but like dialects are very real. And it's not like really look without its lucky tolerances. There's big yellow balloons and whatever the hell it was brown things are not putting, you know, it's, you know, it's you want it to be more realistic than that, you know, these are pretty, you know, their triple A's are pretty gritty. You know,

Toby Ricketts

I want to talk about the difference between what the key considerations are between sort of like games and cartoons, which is, you know, the stuff that you're famous for. So starting with games It's like, what's what is the state of Gambia it's gone. You know, we used to just say computer games knew what it meant. Now you've got triple A's, you got casual games, you've got mobile games. I mean, it's a huge, it's more diverse in the movie industry and bigger than the movie industry. So like, what would you say the status of a game? Not only

Marc Graue

bigger than the movie industry as as of this year? Right now, it's twice with the movie industry and sports industry combined. Wow. That's incredible. It's, it's, you know, a captive audience, you

Toby Ricketts

know, especially Gen COVID.

Marc Graue

Oh, yeah, they came out with a new Playstation five and the new Xbox. And then of course, they had problems with it. But I had a pipeline of like old Zealand games were sitting, you'd never need to play them on. So it's like, well, or not? Are you in? I can't really talk about that right this minute.

Toby Ricketts

And you do have to, do you think it's important to play games as a voice actor to see what everyone else is doing? And see what's expected?

Marc Graue

You know, I've had I've had a lot of people see that I've seen stuff on the internet with, you know, I, you know, clients? Well, I've had so and so told me that. I mean, you really can't, you know, be you know, voice games unless you've played them. And it's like, Well, I'm a great example. I'm too old, my fingers are too fat. You have a director that's telling, and they'll give you a full backstory. And it's no, it's exactly the same as as, you know, an on camera session or whatever, except they're giving you this is what's happening. In this case, they're running up, you're trying to, you know, keep these people at bay or you just, you're we really want to motion you're actually walking up and realizing that your village the village is burned down. Your family is dead, you know, and that's where that emotion waiter will lead up. You know, it's Yeah, I mean, it's pretty serious. You know, war cries full volume. I mean, these are the the cinematics are so real. It's crazy, huh. That's, that's, I think, probably of all the genres of yoga. Video games, so probably requires the most out of teacher because they really, that emotion is huge.

Toby Ricketts

Yeah, exactly. Yeah. And there's always that disconnect between them. You know, if you do, like, I think students are always really surprised at how much more you have to give this side of the mic then comes out the other side, like through a video game or through it through to like, you have to give so much more when you see the sessions for like Spongebob Squarepants is that people can't believe that people are like, a kind of like, veins popping because there's so much effort going on. Oh, how do you remind yourself that that's the amount of effort do you just sort of set a standard for yourself and you just like, absolutely throw everything you've got there?

Marc Graue

Well, it depends on what it is. You know, it depends on what kind of a character you're playing. I mean, you know, I've done a bazillion orcs, you know, all going all the way back to the first very first word crab all the way up through the Warcraft movie. You know, all the different versions of it. I don't think I've done I don't know eight or 10 or something. And so you know but an orc you know, he still wants to come home he said so there's still a I don't want to say humaneness but there's still emotions there. You know, we were laughing the other day though. Even dialect wise it goes when When did all trolls become cockney or? Face? You know, it's like, like anybody from the Bronx will see this face. They know they've all got that very raw, you know? And you can you know, definitely we when we did the Warcraft movie, everybody was like Yeah, that's great. See you Monday we'll throw reference going on there.

Toby Ricketts

And how does that work? Because I've always struggled with I've wanted to sort of just dip my toe into video games see if it's something because it because you know, I'm mainly sort of in the commercial sort of corporate space and it does get a bit sort of like same time and I'd like like to mix it up and do and it's fun characterizing

Marc Graue

you know, baby mom I'm dipping my toe

Toby Ricketts

but like I struggled with that with with like the screams exertion scripts for example they they're quite hard on your voice like how do you what are your some of your tips in terms of staying healthy and keeping your instrument in one piece?

Marc Graue

Well, I think I've been doing it for so long you don't really even think about it. But I'm honestly I've had sessions where I came up via the only thing honestly above and beyond every Shut up you just need to not talk for a couple of days which microbrand seems to think is wonderful. I don't know why that is you know all the things with you know honey throat code, you know limit to always that's fine I'll dry you know Ghazal throat coat what I'm doing a session like that. But you just you know it you just need to rest. And you know, there are certain things you know, even efforts virtually all characters have efforts if it's like you're being attacked, air is going out. And they'll go you know, give me a set of five you've been hit give me a set of five you've been stabbed, give me a five you know, you've been a sword and attacking is usually a two part what you're picking up. Yeah, you know, and that kind of, you know, feel to it. And there's tricks with that to you know, as far as efforts and stuff but usually a good draft We'll keep that till the end. You know, you're at the end of this session, and kind of let you know. And sometimes, you know, it's hard. I mean, it's got to be honest with you. Because half the time Honestly, even more than it, I really don't know what I do is like, Okay, I booked this character. And it's like, okay, great. And so we do it and go, Okay, that was it. Let's do the average grade, do it. And I'm thinking, Oh, right. Oh, here, we've got one another character here real quick. It's like, Ah, okay. And even even two is you can have you do three characters and then only pay with usually, then you've got one mean, and the other two are incidental. And they're usually very good about it. It's not like they're mean are terrible, you know, but it's some sessions can be very, very grueling. In that video game, guys, they pray, you know, if, like, when you've worked with them a while and stuff, be prepared. Video games are usually an ABC of each line, meaning you're doing three different takes. So you don't want to go and it's great. And it's great. And it's great. That's not really helpful. So you want to make sure you switch that up, because different intent. That's not if they've worked with you a while and stuff you'd like with now, they'll usually let me get get away doing a full page of stuff and going through, and then I'll go back and have to do pickups, you know, if some, or they'll just go, Yep, let's move on. You know, it just depends on whatever they they want. But just you know, it's kind of be prepared for whatever, whatever comes your way. And sessions can be, you know, the interesting thing with video games is a lot of the time, the casting process may only be four or five lines. And if you book the game, it may be 22 pages of dialogue, you know, so it's a very different kind of a feel. And so it's just, you know, it's, it's really not, you know, it's not brain surgery, if it was IP and a lot of trouble. You know, so it's really just kind of, you know, but thinking in terms to have what they have, there's some people that don't have that thought process that we call it American Idol syndrome, or it's a no, no, just bring it down like this. I am no, bring it down like this. I am and it's like, okay. And it's just it's not going to happen. I've got a great show we did with a, we were doing spots for Captain Morgan raw. And the line is Captain Morgan, what do you say? That's it? Captain Morgan, what do you say? The guy keeps going? Captain Morgan, what do you say? It's like? No, it's Eddie. Eddie. Wasn't here. A good? No, no, man. It's just a throwaway. Why do you say why do you say? No, we're not asking a question. It's just like Captain Morgan. Why do you say, got it? Captain Morgan. Why did you say it's like, no, you're doing No, no.

Toby Ricketts

Actually, I've had that experience, you know, like, in terms of mentoring and stuff, and just come to the conclusion that like, voiceover really is more about listening than doing like, it's listening to yourself. And it's listening to others and what others are sort of asking you to do and making sure you're doing

Marc Graue

networks to the interpretation of what they're telling, oh, nudge, you know, and that's why when you do this, we're like doing three in a row. I mean, it's like, but I always pride myself on, you know, they book me for three hours, and I've done in an hour in 10 minutes, you know, because I'm usually pretty fast and can zip through stuff pretty well. You know, did you not like, Oh, it's just, you know, you kind of been like anything else? Again, muscle memory, you just you know where to go? You've done a zillion I'm gonna say, Okay, sure. No problem.

Toby Ricketts

I think it's easy to forget as Mossad is that we, the we, like, part of the skill is knowing what we sound like when we do certain voices, like we know exactly what sound like as opposed to like normal population, who, when they hear themselves go, Oh, my God don't sound like that. You know, like, there's that disconnect. Whereas, like, the the point of being a voiceover is being a sounding board, nothing all these ideas, but knowing exactly what we to those sound like and being able to modify

Marc Graue

them. It's true, you know, to that point, I mean, again, a lot of the time, I don't, many times I don't listen to the finished. I had a series for 11 Siri or 11 seasons on NatGeo, calling Alaska State Troopers and generating it. And I don't consider myself an overwhelmingly great narrator. You guys do a lot of characters. So it was a great, I mean, obviously, 11th season, that's a great run. I think the best comment was at a family gathering and somebody, my daughter was there, they said, that must be really cool to hear your dad on TV. And she goes, No, because every time I hear that voice, I think I'm in trouble. I want to hear this done.

Toby Ricketts

Again, it's so funny. How about that I heard I heard a clip of that, that that documentary when I was researching this and, and it is it's almost a character that kind of, you know, that kind of police documentary. It's like, you know,

Marc Graue

these guys don't get away from the cops. And that's what they want it Yeah, yeah, that's, that's, and that's the key is that it's not, I've had people, you know, look at, well, this copy is just stupid. I'm gonna cheat and it's like, this is that's not how it works. You know, you're gonna get copied. It's like, really? Okay. I mean, it's like, you know, you can, you know, make it at least so that it's made because a lot of time it'd be maybe was written by someone who doesn't be English is not their first language. So you may be able to clean things up a little bit, you know, a great example of that, which which is prime for that is anytime you're doing localization, or ADR for like a foreign film and doing dubbing into America, you're constantly having to change stuff to make it fit lip flap, you know, are gonna fit, you're gonna have to add an hander or, you know, if that's looking closely to it, and that that's a constantly changing kind of

Toby Ricketts

thing. And I mean, Netflix is really and the others are doing it, too. But like they've changed the localization game and that they change everything into every language basically, to just you know, give it complete worldwide reach. And they say

Marc Graue

okay, nothing

Toby Ricketts

but it's kind of a special skill, isn't it? Like and do you have the facilities at your studio to sort of you know, do the the impersonator Yeah, watching the lips recording?

Marc Graue

Oh, yeah. We've got the ADR stage. Yeah, it's got a big 15 by 15 foot screen with a yeah, we've got banners and they've come across, it'll go into lock so it'll go beep beep and you know, when to Tyrion, playback production audio. Yeah, we've done a ton of I mean, even I think probably the coolest it was we were worked on a what was it at the sea? With Ron Howard movie, they said, Hang on, he was at Pinewood he was the director. Jelena was wrong. It was like, Oh, cool. Yeah, that was kind of neat. Yeah, we do a lot of that. And we always laugh if it's a particularly bad Christmas movie, and it's on Hallmark. Let's see, hold on to any of those Shannon's got Billy Ray Cyrus, chances are we probably did the ADR saying,

Toby Ricketts

I found it an interesting fact that like overseas, like the big American stars have their own ADR voice, which always voices for that, that character disease, you know, that's kind of a thing, which

Marc Graue

it's finally starting to open up. Because one of the things that really bothered me a lot, I've got a bunch of, you know, obviously I live in LA. So I've got a ton of Hispanic friends, Latino guys that I grew up with. And it was really bothers me that they'd have first run shows like, you know, CSI or something that's making millions and they do it, you know, the Spanish version for Telemundo. And guy, by the way, you know, we'll pay him 100 bucks or something. It was like what, and this is like, the voice of this mega series, you know, through the entirety, like how many ever episodes I think that we're finally starting to realize, you know, big market for us should be paying these guys because they're good. They're phenomenal at what they do. Absolutely.

Toby Ricketts

Absolutely. Yeah. So switching tech a bit like where do you? Where do you source jobs? And would you suggest people source jobs because now like, there's a whole diversity of different ways to get jobs now online, mainly, that it's the pay to play sites, there's agents, there's just having contacts, like, you know, how has that changed over the years? And what do you say is the most you know, where can people find work these days?

Marc Graue

Well, I found that public bathrooms it scale. Alright, I don't have to like it. Right. Okay. Sorry.

I apologize. Um, it really, it depends on your skill set. As far as what kind of stuff you want to be looking for you there will be you'll see tons of stuff on the internet about you don't need an agent about it. And it's like, well, that's because you don't have one. It's like, why would you not want someone in your corner whose only only job is to get your work and they don't get paid? Unless they're getting you work? I mean, that's you know, and a good agent has contacts it's like and there's there's agents that are more connected in specific areas. I mean, if you want to do video games, you want to find somebody who's in bed with Brian Scotland and dead with Insomniac Games and a bed with you know you know, Blizzard and all the you know, same thing with you know, if the you know, the animation and you want to do that that make sure that they've got those contacts, you know, portion. Scott over coast to coast is brave, you know, why don't you whether it be outlets, I mean, all these guys cabaret, she's leaving CSD, but you know, I mean, there's a bunch that are real, and they have those connections, they build those connections over years. So if, let's say so and so it you know, Disney is doing a dub got to they're going to go to which means you're going to audition for it, you know. And that's the that's the bigger jobs. Which brings us to an interesting thing to Union. In the States, obviously, the governing Union, where it used to be too little vitals stuff anyway, it was, you know, it was American Federation, television, radio artists and Screen Actors Guild now they've combined definitely opens the door to better paying jobs. There's residuals, there's that kind of stuff. However, what's happened at this point, seriously, if to be very honest, it's probably about 8020, about 80%, non union work and 20% Union. And that's changed dramatically. And quite honestly, the union should have jumped on that a long time ago, rather than it kind of treated the voiceover thing. It's kind of a vouchered redheaded child like a delta. And now they're going Oh, I see that little tiny speck. That's the boat that sailed, you know, So, you know, hopefully they'll they'll catch up and you know, but it's, it's a cross. There's the Taft Hartley Act which can get you into the Union if it's just the you know, that's a whole nother Bucky but

Toby Ricketts

yeah, it's pretty, it's quite complex, but people on the outside I mean, I know I've definitely I mean, I've been tapped out laid onto a few things. And yeah, boy, when you get a taste of Veta, sweet, sweet nectar of the Union, it's hard to have to stop. But, you know, it's hard for people to get that first for Giga seafood outside the states because you then kind of have to either commit fully or not, and, you know, becomes a very confusing mess. And the biggest thing

Marc Graue

without if you're outside of the states or outside, you know, if you're, you know, Mid America, make sure that connectivity, you've got that, and you know how that system works. You know, ipdtl stuff works pretty well. But source Connect is kind of its source Connect is like Pro Tools. They came. Yeah, exactly. Yeah, everybody had. And if you do that opens the door, you don't have to be. I'll give you a great example, that Raina in the drag the Disney movie that was all done at people's homes because of COVID. And for Disney to do that is unheard of. And a lot of the time companies will even send out a rig, you know, they'll actually do which I've never really understood the printing side. Because if you have a crappy space, it's it'll reproduce that crappy and as long as you know, you know, but But sure, so that recording in the home I mean, it's become a much more where it used to be. It was like, you know, two or three you know, Don I mean, I LaFontaine I knew Don we used to do all those crappy Steven Seagal movies back in the 80s. You know? And it's, it's just, you know, I mean, Don Aveeno, home studio, Danny, dark boys of NBC. I mean, you know, those were like, Oh, my God, you have a home studio. Jeez, really. And at that time, the whole reason Don had a limo was not because he was dead, is because it wasn't ISDN there wasn't, you know, so we had to actually go from session to session to session to session to session and in Los Angeles, that can very well very quickly, you know, so that was really the main reason. But, you know, it's that connectivity thing will open the doors to everywhere, you know,

Toby Ricketts

they will exactly and it is just a sign of just how things have changed and and how it's democratized in some respects like it like for me than the old New Zealand Yeah, being able to get these these gigs in the states boot with with just no work and and just hanging in there for a long time. Yeah, but it's, it has kind of opened the door. It's fantastic. I really were run with fostering at a time. And we've we've, we've covered,

Unknown Speaker

let's talk really fast.

Toby Ricketts

So I guess actually, one of the things that came off the back of the games thing was, have they started taking casting and recording in house? Are these because they're such big games? They require so much recording? Do they still outsource?

Marc Graue

As far as the studio itself?

Toby Ricketts

Yeah, like, like the outsourcing the recording and the casting to agents and stuff? Or do they seem to maintain their own books,

Marc Graue

it's still sure they'll, they'll still, it's the bigger companies, they pretty much know who the players are and what they do. But yeah, they'll they'll still, there's studios that they feel comfortable working at, and that so then they know the engineer, they know, the and they know the quad, so you have a report, just like you would with anybody else. It's like you've got this this group that's recording, so your writer is in their directors in there, you have your engineer in there, you know, what the place is, like, what the food's gonna be, like, what the data, how the day is gonna go, how the tracks will sound, all of that stuff. So there's that portion of it, although occasionally, they will actually bring, you know, Blizzard still has a big facility down in, you know, down in Orange County, and I went down there recently to do a thing that's coming out later, but so you have that kind of stuff. As far as casting, yeah, but they don't, they'll outsource from a standpoint that sometimes they'll throw a wide net, just to see and the interesting thing is now that net is even wider, because of what we were talking about earlier, they want various if they want, you know, northern Asian, we want somebody that's that's Czechoslovakia, they want somebody that's Czech, that's it speaks Czechoslovakia that may have an accent that debit it sounds very real. There used to be a guy in town here that did de Burgh, Middleton Berg would get ADR for films, and he had this ridiculous list of stuff where you know, he'd do his Sylvester Stallone film, and it would be like, Okay, well, this next scene, they're in Pakistan and he go, what province and they go it's data and he'd have three guys would come in and do the huddling in it. So you're watching and so even even somebody from pet would go God they're there you know, even though they're on a backlot, you know, similar so it sounds weird, but games are even evolving to that where they are looking depending on what it is, you know, but a lot of realism so you know, those two put a call out to you know, you'll you'll get stuff from your agent, you know, going here this isn't new for this and that kind of thing. And then they know kind of what the you know, the big directors of video gives a credit they're pretty aware of who does what you know, and tell me they kind of know what not to say there's not new but they kind of know you know, this person nails that this person nails had a record or group of people.

Toby Ricketts

And again, on the realism thing with games like that does seem to be a real, a real trend is that people are going for this really dramatic sort of realism. But it's, I mean, how do you, like teach people to be realistic? Like, what what are some tips to because as soon as you put normal people in front of microphone, they sound like a scared rabbit. So like,

Marc Graue

biggest thing of all, it's emotion, you know. And so think think of it, I'll give you a great example. And this is not not a fun example, it's, I have coached Special Needs soccer teams for years, right? That's been my thing away from voiceover and just, it's very sweet and very endearing. About three months ago, I got a call from a mob. Daniel, who's now 22nd died from COVID. And which was just like, in two days later husband died. Now that's like, I mean, see even your facial expression that just connected emotionally, it's like, wow, so if you bring that up, and you have that, in my, in my head, when I'm doing something emotional, I guarantee you somebody listening is going to be going, Holy shit. This is like, crazy, intense, you know. And that's, and that's when you've connected. I always use the analogy of it's like walking down the street, and you see a little girl sitting on the side of the road, she's crying, we're not going to walk by and go, you know, what the hell is your butt? No, you'll get down to her level, your facial expression changes your eyes connect your vocal pattern changes, because you're connecting with that person emotional. And that's, that's the key. And if you do that, man you're in. I mean, there's no that because then it's very real. And it's very raw, and all of that. It's like, it's right there. You know, and you can't, you can't and that's not it, it's just putting you in that in that mode. You know, and and really, really going knows animation. It depends anime, you know, you've got two schools of thought on that you've got the cute and remember, don't judge Mr. Squirrel by his tail, you know, kind of thing. And it's very sweet and endearing. Then you've got Adult Swim, which is like, Did you see the tail on abroad? Oh, a shit. I mean, it's like, you know, they're, they're all over the place. So it's really just be prepared for whatever comes your way. You know, that's, that's the key, but whatever you do, just make sure you excel in. I always use that phrase, just be memorable. You know? And that's sometimes hard to do. But you could emotion I mean, if you see an adult or hear an adult crying, or even wait, I mean, man that affects you, that that you don't just go to I mean, you're like, even if you don't know the person, you okay? And what's going on? You know, and you're, you know, I'm writing it's like, it's gonna put me in tears to me, what do you okay? What's gonna, you know, and that's, that's that human part. And if you connect with that dam you're in. There's no doubt about it.

Toby Ricketts

I've had such good advice. Just before we go. One of my favorite films in a world that was in your studios, right. I love that was shot there. Yeah. What was that like to be involved with?

Marc Graue

It was awful. No, okay. No, it was wonderful lake I I was very lucky that I had known Lake beforehand because she'd come in and do to do stuff and so so I was probably the only was it I didn't have to audition or anything or to beat you know, we were I think SIP dead and Mark Elliott and everybody. And, you know, that's a Fred's a good friend, Bella Meadow was in there, too. That's, you know that with the Plater dad. It was great. It was really quiet. You know, the only thing it always ends with any issue. I mean, that was phenomenal. Great, you know, cows to show you. Lake was amazing. I mean, she put that thing together on a shoestring one, all kinds of right. Her career has just taken off. She's directing. And I mean, she's doing all kinds of stuff. But there were those moments, you know, where I, you know, go okay, you know, I know I've got okay, I said, Guys, we can do this, but hallway is fine, but we can't use Studio A today. I've got sessions, and then I walk Epico there's the fucking door. We had to take it out. You can't take the door off. It's a studio. But you know what I'm thinking going. We've got a session in 10 minutes, put the door on, you know. So there was some of that, you know, but overall, it was it was it was really, really, I mean, they were very thoughtful when it was a great, great cast. It was it was one of those those kinds of things, but we also did a series or BH one called Free Radio. You should look that up sometime. It's very fun. Okay. That's good.

Toby Ricketts

I thoroughly recommend to it. Yeah, we'll love you as if you haven't seen in a world. It's like the number one film about voiceover for voiceovers. It's It's classic. It's very nice.

Marc Graue

It's got a heart to it. Yeah, absolutely.

Toby Ricketts

It's it's a very nice way or anything. Well, we found we've reached our time. Thank you so much for joining me today. Um, I wanted to say as well you offer coaching on VoiceOver and a broad range of things. What's the best way for people to get in touch?

Marc Graue

Um, you can reach me out to www Oh god, that's novelistic. Just do lowercase Mark Ma, RC dash, grouchy R e u e calm so it's my dash browser.com that email from that goes directly to me It bypasses the studio so it doesn't get lost in that way and I'm pretty good about getting back you know immediately but yeah, it's me RC dash g or UE don't try to pronounce your last name. It's pronounced. Yeah. Obviously, my parents didn't believe in so

Toby Ricketts

you have all the vowels all the vowels! Well, thank you so much for joining me today and I really look forward to watching the ceremony. So that's this year, which I can't be there in person because of the whole COVID thing.

Marc Graue

But yeah, I It's funny when they called it said you know her life it was like he should have got the right number. Okay, it's you know, and I'm flattered I just I think I think at this point, it's because it's because I'm old and still alive. So I want I'm still here. My pants are squishy again. Anyway. You got it man - thanks for having me!

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!

 

An Interview with Armin, CEO of Bodalgo.com

VO Life Ep 10 – Armin Hierstetter – The Bodalgo perspective

This month on VO LIFE I talk to Armin Hierstetter, CEO of Bodalgo.com – the largest online voiceover marketplace in Europe. Membership of Bodalgo has increased hugely during Covid, and the site is expanding rapidly. Armin is a colorful character and takes us on the journey of how Bodalgo was conceived, how people can succeed as online voice artists, and what the current issues facing the voice industry are; as well as;

How Armin got into the voice industry

How Bodalgo started (at Beerfest, or course!)

What is the difference between Bodalgo and the other voiceover marketplaces?

How do the jobs get sent out to talents on Bodalgo?

There are many people going for jobs on Bodalgo, is it still worth auditioning?

How does Bodalgo find VO clients?

How does voice hiring work in Europe?

How important is writing a good proposal on Bodalgo?

Should voiceover marketplaces be responsible for deciding minimum acceptable charges for voice jobs?

What other tools are included in Bodalgo premium?

What are some future challenges the voice industry?

Should we be worried about AI?

What happened to voices.net?

What do you have planned for the future of Bodalgo?

TRANSCRIPT:

Toby Ricketts 

Welcome to vo life brought to you by gravy for the brain, Oceania and hosted by me, Toby Ricketts. It's great to have you along. And this is where you can find really interesting chats between people in the voiceover industry who are doing big things, making waves. And I kind of thought leaders in the space and doing a series at the moment on the voiceover marketplaces, where job seekers go to find work and also where people, you know, go to find the best voiceovers in the world for their projects. And so I'm very pleased to introduce my good friend, and the CEO of bodalgo.com. Arman hische data that I say that right?

 

Armin 

That was absolutely perfect. Thank you so much for having me. And hello to everybody from Munich in Bavaria, Germany.

 

Toby Ricketts  

Fantastic. I do like Munich. I remember drinking beer there, which is probably not uncommon.

 

Armin 

not uncommon, but it will be this year's again, no, Beerfest, no Oktoberfest because of you know what? And so we are all suffering a little bit here. So we get up here elsewhere, but I'm really looking forward if normality comes back. And we have the Beerfest again, because it's always a great thing to go to. Absolutely.

 

Toby Ricketts 

Yeah. Fantastic. Cool. So, bodalgo.com we're going to have a talk about the voiceover industry. We're going to talk about the website, where it's going where it is all kinds of stuff. So strap in. Firstly, and we've met at the one voice conferences, we've had a great time we've jumped on tables. It's a very fun time at the conferences. I am keen to know a bit more about your background. Where did you Where are you from? How did you get into sort of computer stuff and voice stuff? Like what's your kind of two minute potted summary?

 

Armin 

Okay, so let's do the quick one. I was born in 1970, which makes me an old fart of 50 years or 51 years actually, I just turned. So now I grew up in a little town called Swan Dorf, which is in Bavaria, Germany, in the southern part of Germany. And by the age of 11, I came to Munich, and I was there, I had a friend who had a Commodore VIC 20. And he taught me to program. So this is where my programming background started. In school, we had a computer lab and I went there all the time, before school after school. And then I had my first job as a junior writer in a computer magazine. And I took over the programming section of that magazine. That was in 1990. And then after, after some stations at like, I was editor of penthouse magazine in Germany, and then I will had, I oversaw us titles in Germany. And I then I did a commercial for a colleague, he said, Oh, we have this commercial for FHM magazine, because we published that at that time, in 2004. There was, and he said, we need, we need a new voiceover for a commercial that we already have. It's just the copy that changed. And I said to him, Well, you you give me compliments on my voice all the time. So why not try me he was really desperate, it needs to be done, like within 24 hours, and he was afraid that there's hardly any budget like always, and that that he couldn't find the right voice and in that time, so I said, well, let's go to the studio and take me and if it doesn't turn out well then we still have an option you can go elsewhere. So I was a complete non talent at that time. We came to the studio and it was it was basically just two lines and it always ended with F h m mener zinsco. And I trained that in like driving in the car that all the time and the morale I think it sounds nice, it will be fine and there was the the director and he said well okay, I can hear that you're not a trained talent but to be honest with you if you just follow what I tell you will be a Bob's your uncle and and we will we will be fine. So that's what we did. And really, it took only like 1520 minutes and out I was of the studio and I thought yeah, I'm a voice over talent now. What What's next? And I wrote, I wrote to every agency I found I wrote an email and with my with my one spot that had him as a demo reel. Can you see how naive i i've been? So I sent them to there and and none of them even bothered to reply. And then something happens. That was like the turning point. I went online and searched for agencies and and I found online casting websites but people pay it's not pay to play. I always do this. It's okay to play.

 

Toby Ricketts 

pee to play is a whole different kind of site. Yes, exactly.

 

Unknown Speaker 

So

 

Armin 

I went on a on a website. Like that, that was also in like 2004 2005. And I saw, they are also Germans, because it wasn't it was a website from Canada. I won't tell you the name. And actually was not No, it was a website from Colombia, I'm sorry, was from Colombia. I won't tell the name either. So I went on the website. So I had our German talents as well. And I wrote to one of them, and asking, Is it any good? And he said, Well, the jobs are really not that well paid. So he's not thinking that he will go ahead with the premium membership. But I thought, well, I'm a noob. Let's give it a try. With no training. So far whatsoever. Boy, was I completely misguided. But then I realized, okay, I need training, and I had my my coaching classes, and then things got better. And I booked my first jobs there. And I thought there must be something like that, but German for the German market, because as it was a Colombian website, there was many Spanish jobs and English jobs, but nothing for me and for the German guy with the glasses. So I was, but then I couldn't find anything that was, was was done in the for the German market. And I had the idea, like three years. And then and now we're coming back to the beer, right from the beginning. I'm sitting at the beer Fest in September 2007. And I'm sitting there and I, I start complaining again, about with with with some mates and said, I don't understand why nothing like this shows up, this will be so great. And that the Epiphany I had was like, nobody will do it, you do it yourself. And I had already three masses of beer, I already have that in me. So I was quite self confident. Off I went to, to my flat and started coding the very first lines of what later would become budongo. And this is the story in well, more than two minutes. But this is the story how, how I went from being a little kid in Japan to of writing my first code, having some jobs, and then doing good algo as a part time project to be to be honest.

 

Toby Ricketts 

And so you sort of managed to fuse these two skill sets that you had, where you you've also mentioned in the meantime, you were you were developing as a software programmer or something like that, and then combine these two sort of likes.

 

Armin 

Yeah, so I, I started with voiceover in 2004. And I had training and then in 2005, I would not say I was a seasoned pro, but I had my my my first little thing Medals of Honor, if you can say like that. And on the other hand, yes, I was programming but by 2004 or two sorry, 2007 I hadn't counted really that much for about like, a good 10 years really because I was because of my publishing job. I went from computer magazine then off to to, to, to to to other magazines, so I didn't count that much anymore. But when I saw when I coated the very first line of fidalgo but Doug is written in a language called PHP for all you programming aficionados out there, and but it's it's it was not P. PHP is not far away from another language called C and I knew c pretty well so jumping into programming the website was not that hard in the beginning but it then became a lot harder when you do Server Administration and all that stuff that only crazy people but who voluntarily. So yeah, it was quite a bumpy ride. Developing the website because also it was like the first big big project I I tried to achieve there completely by myself. I'm not sure if all the viewers do know this, but fidalgo is only three people and it's me, myself and I there is nobody else behind Okay, I have of course a few suppliers by now like hosting companies and so on and but um, yeah, so yeah, I combining the voice thing with programming and I studied marketing, so I was a bit savvy and now that the website is ready, how do I market it to the people?

 

Toby Ricketts 

Absolutely. And you still have voiceover artists, you still do jobs or are you entirely fidalgo owner?

 

Armin 

I have not I did after like one and a half years. I did my very first job again just a few weeks ago. But usually what I do is I reject jobs and when I say I reject them what I do is I quote such a ridiculously high price. That I hope that they will say we probably shop elsewhere but Sometimes, if they say, No, that's fine. And I'm god dammit.

 

Toby Ricketts 

Exactly. Whenever you whenever you want to discourage work, it's it's never just say no, it's but you price

 

Armin 

price it up because um, it sounds nice. It's like, oh, he doesn't want to work with us, but it's like, oh, he's too expensive for us, which is a completely different thing

 

Toby Ricketts 

you've studied marketing, haven't you? So tell me and tell the viewers what is the difference with with algo? Like, I mean, there are a few big differences, but what do you see as the kind of big difference between the market versus other marketplaces that there are around the world and then but alga,

 

Armin 

I think the major major difference is that a credit card will not get you on the boat, like a credit card by itself, you need to be a professionally trained talent. And when people sign up, their profile is not visible to the rest of the world, just visible to themselves and to me, and I bet each and every talent, and this is getting more and more challenging, really, because many noobs are coming in. But then also many people, for example, that do coaching with gravy for the brain. And, and they are very new to the market. And but they are well trained. So you're doing a great job out there. And then probably that you coaches as a coaching as well. So more and more people come up. And sometimes I struggle to to to to get through the pile, because it's so many and you have to listen to each and every demo of them to be able to judge is this professionally trained or not, because if it's not professionally trained, then I just delete the profile. And that comes to that point in a little bit. And so for people to understand when they sign up with fidalgo Oh, I would say with any online casting website, I think it's three things that they really, really need to bring to the table. And it starts with a flawless audio quality. And Toby you You would not believe how bad it is sometimes. And I and I don't mean this in a in a condescending way. I mean it in a way where people don't realize that their audio is not that great. This starts with like a background, his. If you're listening to your audio with just loudspeakers, each side on your table, there's, there's a good fair chance that you will not hear that because of the NBN noise that's around you all the time. So people really need to listen to the demos with headphones, like pts 770, Pro, wonderful headphones, but I biodynamic. I'm not getting paid to say that they are just awesome, great headphones, not fatiguing to your ear. It's great. It's wonderful. So you guys out there, listen to your demos with headphones. So you need to have flawless audio quality. And of course, your your recording your your voice, your read, needs to support the fact that you are a professionally trained talent. And this starts with like, if I hear a breathing in, starting in a demo, like I press play, and then comes I deleted, deleted because no voiceover should start with breathing. And a voiceover should start with Hi, this is arm and this is my demo reel, off you go whatever. And that you be there when you start your demo, you have to be there from the first syllable.

 

Unknown Speaker 

You have

 

Armin 

to the power needs to be there yet, like the engagement needs to be there. Like it sounds like basic things. But many people don't do that. And they they they they get they get deleted of fidalgo not for the other ones. I think the I don't say idiot of the North now. Now the guy in Canada will happily take your money. That's that's fine, but I won't. Because I think you need to bring bring that to the table. And then it's of course, the more technical things like Arctic, the proper pronunciation, articulation. Those things like right you, it's not been the read and then how great you're doing it read by itself but more technical things. It's like hold Deutsch the High German if you're not come to proper High German, you're out. And if somebody has not like, by it's difficult, more difficult that in the US because you have of course many accents all around the country. The same goes Of course for the Oceania and like different colors of English. So I'm a bit I have a looser leash there because it's a it's a bigger country, but in in Germany, for example, I'm much more strict about the like you You must not have an accent.

 

Toby Ricketts 

So going back to the sort of technical things because I'm absolutely with you and I've done casting where you get like 100 demos and like I am like one of the first things I do is go through If it sounds like it's someone recording in a shower, or like in the dining room, it's like, straightaway, like, like, I don't get this, but how. But given that you like holding this kind of sword over people's heads, how do you account for like just maybe your preference versus kind of maybe changing industry standards because breath removal is kind of one of those interesting things where some clients say, leave the Brits in like, I like it sounds natural, I kind of like it. And but then there's the kind of, you know, full on commercial voiceover we'd sort of never leave it in. So do you worry about that you're getting rid of talents that through rules like that. Okay.

 

Armin 

Then I'm the client the Bulava client and I say breathing in at the beginning of a demo is not acceptable. Boom, there you go. No, of course, it's a taste thing. But I think if a demo starts and and you hear like, yeah, it's now it's, I don't believe, I don't believe people have the time to listen to. All the time. I'm not talking about the breaths in between, of course, if you do like an audio book, you would never ever cut out the breath because people breathe while they're reading while they are talking. So so that would sound completely unnatural, but a demos a demo should start with your voice and not the way you breathe. And maybe that's a that's a preference that I have and maybe that's totally crazy, but for both algo let's say that's the rule. And but the other things like like the way people read and so on, I don't Oh, is it a high pitched voice a low voice? I would not of course delete a profile because

 

Unknown Speaker 

the voice is too high.

 

Armin 

I would not do that. But um and i would not do it for but going back to the technicals if there is background is there it's a no go. If this if you can hear room ambience. It's a it's a total Noga. If you if you hear if the miking is bad, you can Yeah, you can hear too much room. It's it's it has it has total lack of bass, or it has total lack of highs. And it's just really badly done, then. Sorry. Not good enough.

 

Toby Ricketts 

Because I mean, like, and I say this to my students that when you do an audition on any of the voiceover platforms, you're not just advertising the fact that you can perform your advertising the fact that like, what you hear is what you get, like the clients are not thinking, Oh, this will be fine once they really record because you are really no, no, no, no, no,

 

Armin 

absolutely. No, you're absolutely right. They'll tell you they will the client presses the play button. And whatever comes out of the loudspeaker is the quality they think they can expect from the real thing. Sometimes it's even like, let's say there's, there's a commercial, the commercial is only three sentences. Sometimes they get auditions where somebody reads, because it's only three sentences the whole spot without changing anything, because it's a it's a it's a client that posted already, like 150 jobs. So they know this is probably fair enough to to do it without watermarking when it tricks, and they come back and say awesome, perfect read. Thank you. We take it you don't have to send anything. Because it's it's okay. It's only an mp3 is 160 kilo kilobits, kilobits. But you don't hear that in the mix.

 

Toby Ricketts 

resting on their phones these days, let's be honest.

 

Armin 

Yeah, yeah. And even if it goes on, even if it airs on radio, like, Okay, if it's if it's FM radio, you definitely don't hear it, and they compress it at the radio stations and do tons of stuff with the sound. You don't hear that if that's just an mp3, but it needs to be properly recorded.

 

Toby Ricketts 

Yeah. So the biggest sort of point of difference you see is that it's kind of a selected group of people. It's not just sort of, you know, anyone in the world. The other sort of thing that about fidalgo, is that I mean, you have a monthly cost, there's no sort of annual fee option. And the business model is kind of different, isn't it? In terms of you don't take percentages of jobs? Yeah, of course. Yeah,

 

Armin 

that's that's like from the financials, there are a few more differences load. Let's start. There's three plans monthly, half yearly, and yearly. Obviously, the monthly is the most expensive if you add 12 of those months together, the yearly would be much cheaper, like 25%, or something like that. Yes, but I want to offer them because sometimes the people want to jump in and out. Especially when it's for languages where they are not so many jobs. They just wait for one that are really interested in they know there are not many other premium talents they're fighting against, like we're talking like, finish all the Scandinavian languages, or some languages Africa, like it's why should they sign up for a year there's only like 10 jobs a year for them in the first place. So that's that and they Hidalgo only takes the premium membership fee, as I just said, and monthly is 2990 euros. This is all Europe prices I'm telling now, half yearly is 149 90 and yearly is 269 90. And apart from that, nothing, there is no add on cost whatsoever. There is no escrow fee, there is no managed services fee. There is, and the client doesn't pay anything like the plant just post the job. Because I don't, I don't see a reason. Could I could ask the client, like, let's say, Oh, we need a transaction fee or a processing fee of 29 euros per job? Well, I think job numbers would would drop because of that. And why would i would i do that in the first place. Because the client already brings the money to the table, the budget he has for the job, and the talents already paid using the service. So of course the talents deserve all the money of that jobs budget, of course, why would I funnel like basically any other platform, I believe now, funnel in their pockets. Hidalgo is based from the business model on the premium membership fee. And that's it, it's very easy. It's very transparent. a two year old understands that. So yeah, and I like it, and this one will never ever change.

 

Toby Ricketts 

That's, that's good to hear. I was gonna ask whether, you know, you see it changing in the future. It's, I mean, it's really the only site that offers like a completely level playing field in terms of like, because how your algorithm like works and how it actually distributes jobs to voiceover artists, with the other major voiceover marketplaces, there's an algorithm that kind of aggregates the jobs and then sends out, you know, breadcrumb jobs to sort of like certain talents. And if you're a more, you get more of those breadcrumbs. But there's bad algo work when a job is posted, it goes to like everyone all at once. Is that how it works?

 

Armin 

Yeah, so with algo has no tears, like some so many others are probably, basically everybody else. So there are no tears, everybody that is a premium member will get the job that matches him or her. And it goes out, let's say that there is an American Job, and the client doesn't know whether it should be female or male. So it goes for all them or non binary is included now as well. And so let's say on the three 2500 talents, not premium talents, in all premium and basic members fall into that, that that roster, so it's just a female, male, non binary, age group, young adult, or best ager. And so you have 2000 talents. And it takes about two minutes until those emails are sent out to all of those 3000. Now, the vast majority of the 3000 are non premium members. This is the way but I'll go Of course, advertisers, it's its service to the ones who would like say, wouldn't you like to try become a premium member, of course, and the premium members get a mail where they say, hey, there's a new job. If you think it's a good match, then you audition for that job. Everybody gets it basically at the same time, with one two minutes difference. So there's really no competition. Yeah, there's no unfair competition. And also, every time they send out the orders randomized, every time a job is sent out, it randomizes the order which talent gets it first, but it only takes a minute or two. So there is really no advantage to getting in first. Okay.

 

Toby Ricketts 

Yeah. Interesting. Because I mean, one of the things that I have, and I mean, we can talk about the sort of, you know, your recent success and how the site has grown. Because I went up when I see sort of see on fidalgo, it can be sort of disheartening sometimes to sort of get to a job, and like 10 minutes or 20 minutes later, and there's like 50 or 100 people that have already gone for the job. Do you think that that has like increased especially or the COVID like, have you seen an influx of new people over COVID? Yeah.

 

Armin 

So as I definitely yes, there has been an influx of people. Fortunately, there also has an influx of jobs. But let me address the the the, the challenge with many auditions, it's like you can't have both. You can't have like exclusivity that you are like the only person in the world that that gets the jobs and also at the same time want to be able to audition for everything, which is what Prolog allows it allows you to audition for every job that matches your profile. So you can't have both and it yes, it is an issue and yes, there can be up to 400 auditions I have I have seen 400 auditions for one job well of course it's the best time jobs So what does the algo do to like, make this a little bit better? Well, first of all, I believe in a free market, if people really think, let's say, oh, there are already 200 additions, I don't give it any more job, well, then it balances it out by itself. But there are people that come late to the party, and they still audition and they get the job, it doesn't matter at all. You can't say it's a rule that says you have to be the first to audition to increase your chances of nailing the job, because the list presented to the client with all the auditions on top of the ones that auditioned last. And many people don't get this, I believe. So what is the reasoning behind that? Well, if the client, let's say the client comes to the page every two hours, then I don't want him or her to have to scroll down to get to the new editions they haven't listened to. That's why the new edition is on top of the list. So they're just go website, CR, five more new editions there, listen to them. Next, come in there again on top, and it doesn't have to scroll down and remember where he was very easy for everybody. And it takes the pressure out of the talent to be like, Oh, I need to be the first. Now you have all the time to prepare your audition, no need to hurry whatsoever. In fact, it could be that being one of the later ones is actually a good thing. But then again, there are people that go there all the time, like five times a day. And then it's not a good thing to be the last one because maybe they already identified on their way. Three or four talents they really really liked. So there you go. Now, the but yes, there isn't it is a challenge to have this many auditions, but it's built in the system. fidalgo wants you to be able to audition for all the jobs with no tears and no filtering whatsoever. While we have to match of course, the profile like gender, voice, age those things. But there is no other filter where they say, Oh, you already auditioned for 10 jobs. Now you can't audition anymore. I don't think that's that's a good way. But there is a way that might come in the future.

 

Wherever Dalgo says, okay, we are looking at the longest streaks of your membership. Like you're you're a member and a premium member for five years. And then you may have a benefit to a member that is only there for two months for special selected jobs where the client would have to pay to have like a job plus posting, well, then this posting only goes to 50 or 100 people. And these would be the people with the longest streak of their premium membership. Why would I take a thing like that as a filter? Well, because the ones that are the longest, well probably are the longest because they are successful with what they do with put algo. So I would assume that because of that they are probably very seasoned talents that know what they are doing like that. They are, I don't want one I don't want to say like they're the cream. But they obviously do something really, really well. And this is why it's all this is just like I was spinning this idea. I'm not saying suggesting in any way that this will come. If it would come it would only affect jobs where the client would have put big money on the table, I big money like 99 euros per job or 199 per job. So he only gets his job. To to those talents. The talents wouldn't pay anything, the talents just by their existence at fidalgo would be eligible for for those jobs or not. And because it changes all the time. This would be what it would shuffle. So but this is all just dumb ideas. Nothing is set in stone. And maybe after talking at now, one voice conference about this idea to too many talents, maybe at the end of the day said no, it's not such a great idea. after all. It's not set in stone.

 

Toby Ricketts 

Fair enough. Do you get feedback from your clients? Being the job posters on the site that there are there's too much to kind of wade through and that they sort of struggled to get through like 400 auditions.

 

Armin 

Yeah. Sometimes it is like that. I'm happy to say that the opening rate of additions is back to 75%. It dropped to 69% during COVID. And then I changed something in the system where a client only can see the offer the quote the price tag, once you listen to the demo, and boom, the opening rate went up 6% and it seems to be now stable at 75% which of course could be improved. Absolutely. But I think 75% is pretty solid. It's a it's a, I think a really good number. So, yeah, but yes, I, there are sometimes complaints. Not very often though. It's really like, two, three times a year maybe people that really like I can't use your site anymore because it's too many auditions. I think they get it. I mean, what are the what are the options, and especially as all are many, many, many, many of the auditions are really great quality because put algo beds each and every talent, they don't have to listen to crap. Like they would have to do with something like with voices.com voice 123 Fiverr. I mean, it's full of crap that they need to listen there sometimes, because they don't vet the talents and just look at the credit cards. And even the CEOs openly say that they want to be open to all sorts of voices. Yeah, well, okay. That's a different philosophy. And I think that the, the, the clients appreciate, yes, it's a lot, but it's a lot of great voices. And, and we appreciate that not every audition gets listened to the, we don't need to, to, to make things more rosy than they are. But um, 75% is a good rate. And, let's see, maybe have a few more ideas how to bring that.

 

Toby Ricketts 

While we're on statistics, and talking about talent and jobs, I'd be interested to know roughly, like, what proportion of talent you have, that are kind of the German speaking, say, versus sort of, like, you know, American English, or like, what's the kind of spread, of course,

 

Armin 

um, if I have my numbers that well, we have about 544 to 5000 in total now 45,000 talents from America, we have 1500 from Germany. So Germany, the, the English speaking market, like looking at the financials at the bottom line of Perdomo, and the job numbers to the English side of life has outgrown the the German side. And what I was started as a purely German website, the other languages came later. So So I would say that, that about 50% of the jobs that come in 45% of the jobs are for the English world. 30 are Germany and the rest is Italy, France, Spain. And then the rest, there's three major ones. English, UK, English, us, German, these are the biggest ones. Now these, these three are the biggest ones.

 

Toby Ricketts 

And in terms of the job spread, like where most of your clients sort of base, do you have obviously started in Germany.

 

Armin 

Yeah, it started in Germany. So Germany is where the the biggest, biggest time pool comes out of Germany. But there are many, like they did not only need German jobs, international companies, and they need all over the place. Yeah,

 

Toby Ricketts 

lots of localization. I noticed jobs coming up for a British version and American version, etc. Yeah, yes. Yeah. Cool.

 

Armin 

It was always very difficult for me to get into the American market to make badaga known overseas. I'm not sure whether that is but um, I don't like the aggressive cold calling thing like having having 100 people that are cold calling people that don't want to be cold calls. And also, it's prohibited in Germany. I'm not sure about the US though. And yeah, I would like I would love to grow the client base in us. But apart from from the usual suspects in marketing, I have not found like if there is a great talent out there that has awesome marketing skills, and I'm talking to all you gravy for the brains and the YouTube channels, watches. If you are if you are really a marketing genius, and if you know the voiceover world, and know how to find attractive or attract clients, you drop me a line at aminata blogger.com. Wow, that was a cool commercial building. Right into

 

Toby Ricketts 

there we go. Voiced by the man himself, Senator natural. Like I'm interested to know about, because like most of the jobs come through, through Europe, and in my experience, Europe has quite a different way of like people finding voices, for example, in the Scandinavian countries, it seems to be that, you know, clients go to studios to get something produced the audio production houses and they're the ones that find the voice generally. Well, they have their own in house rosters. It's that sort of how it has traditionally been before but the other one, is that still the case and a lot of European countries where the audio post production houses are the people who find the the voice actor.

 

Armin 

Yeah, as I as I remember it from productions that I did long time ago. It's like you You want to let's say we create an ad. So we go to this film production company and said okay, we won't be you will do the shooting of the ad. And they will also then They will go to a studio and ask, Hey, what are the cool voices give all their go to an agency and say send us some cool voices. But usually it's the it's most of the time it's the studio, that the the audio studio or recording studio, that gives them a few samples of voices. And they source them from their own catalogue or they go to a to an agency. So this is how it used to be done in Germany, and I think all over the world. Now, with with the upcoming of online casting, we still have the agents, I would assume that they that they see that jobs numbers probably going down, but then COVID difficult to say I'm not sure about that, but they are still in existence. And I don't think they will go away because the top shelf brands that that have like they go to the top shelf film production companies. And usually those do not tend to go to online casting because they don't yet see that online casting is a really great option for them. They also want I think this more personal approach. And maybe the clients also want this more personal approach where they can sip their coffee or Prosecco in the recording studio and be there while the the talent is recording and all of that though, there's a it's more of an event. The whole thing here they feel probably a little bit like Celebes when they can walk into the studio and and see that talent they're recording, I really do believe that there is a little bit of and don't get me wrong, it is a cool thing. To to, to watch a production. And and also sorry, I completely get it no has done it. And they have they think they have full control, which sometimes, of course leads them to the client talking to the talent like, Oh, can you please read it faster, but make it sound slower? we all we all have been there. But of course, there has been a shift to online casting with COVID. There's no doubt about that. Because the people simply couldn't go anymore to the studios because the studios were there because of COVID. And I believe that but Agha did a great job without like tapping my own shoulder. But I think badaga did a really great job in in making those people now more confident in Oh, online casting actually works really well. And after COVID To be honest, why should we go back? Because this was really, really easy. And I hope that the others did that the same about I do believe they they still very easy to just rip off the clients without knowing them. But that's a different story. But I'm still it's very, they have been ripped up very easily. Can I say that? legally? I'm not really sure. But as I'm as I as I did not say who I especially mean, I think I can get away with it. Otherwise, you have to cut it out? No. So I really do hope that with all the casting websites now joking aside, that they saw Hey, that that really works. That is an option. And yeah, not so good for the agents not so good for the recording studios. I totally get it. On the other hand, yeah, but I think this is where the world is heading to. And I just would wish that the bottom feeders and the amateurs would be more identify that we would train our clients more to listen, to listen to where they need to listen to, to separate the the amateurs from the pros, because at the end of the day, it's their bottom line, if a commercial does not really work that well, because it was just really bad talent.

 

Toby Ricketts 

And you know, it's that whole thing of cheap talent, you know, you you end up paying for it somehow, like better and longer studio time or the campaign not working or you know, all that stuff's

 

Unknown Speaker 

all. Very

 

Toby Ricketts 

true. So let's get into some nitty gritty stuff about actually sort of using fidalgo. Because I remember hearing controversially, as usual, you're very controversial, but saying that when you did a presentation at one voice saying, no clients read the proposal text, don't even worry about their field, it doesn't even matter. Do you? Do you know if clients read the proposal text? It was probably a joke on stage.

 

Armin 

No, no. They read the proposal because if they don't read the proposal, they can't can't send you a message because at the end of your proposal, there's this text field, that's where they can type in their answer when they say hey, great voice we want to book you. They could also go to your profile and do the same thing. But so yes, it's it's but what I wanted to say with that is, don't overthink it. The major thing because making this proposal also takes time, especially if you want to be relevant to this specific job. But this is what I always say, three sentences for at the most like salutation Hi, and whatever the name is, you see the first name so I would, I would suggest as a Hello first name is absolutely fine. And then three sentences. Why You are the talent for this job, it needs to be a relevant and unique benefit that that you can provide to the client. Now I know that is easier said than done. Because if the client doesn't describe the job very, very well, how can you find out if what unique relevant benefit there is to to, to get the client to sell. But if there is a briefing, then unique, relevant benefit, those three words must be there. And if you can't find some, well, maybe this is not a job in the first place you should audition for because then maybe it's okay, three sentences, Best regards, blah, blah, blah, blah, your contact details are attached to it automatically. You just have to make sure that your signature, which is also at your dashboard on your dashboard, when you go to Moodle, go make sure that your signature has those in email, telephone, mail address is not important. Just email telephone is the most important thing. And then fine. So don't overthink it. I really do not believe that. It's like the major thing. The major thing is your voice and your voice and your voice. And that's it. And you can do much more mistakes there than you can do in a cover letter.

 

Toby Ricketts 

Yeah, fair enough. It's good. When people are sort of, you know, the one of the biggest things that newbies have a problem doing is deciding what to charge, you know, and and charging for voiceover. It's one of these areas that you know, it was very stable for a long time with agents that had their rate cuts, etc, online casting came along, and then you know, the whole applecart got up turned. And there's been the rest of this argument of the race to the bottom, which kind of hasn't hasn't happened at the same time, like, you're still online, casting jobs have sometimes quite often a lot better rates than the agents are putting out still. So it hasn't I don't think we've seen a race to the bottom that was kind of predicted about five years ago. The big question or now,

 

Armin 

when you when you're looking at Fiverr? There you have, yeah, but they're not already been violence.

 

Toby Ricketts 

Yeah, no, I said, that's, that's always been sort of, you know, it's it's kind of stratified. I think the different sites occupy different sort of, like ecological niches in the in the voice industry, if you like. So, like, the big question has been in recent years, and there's basically been, should the voiceover marketplaces, you know, have minimum rates and tell the clients what they should be paying and kind of enforce it, you know, because they've gotten a lot of stick for lifting jobs. I just saw one of one of the voiceover sites that was like, you know, it was a video for some pharma company, it was like, and it pays like 50 euros, it said in the in the title. And it was kind of like, I mean, that's obviously that's obviously way outside. So should they pull that job down? Or is it is it free market because you said you believed in free markets.

 

Armin 

There's a few things to this, okay, let's fidalgo checks each and every job and if the budget is not where it should be, we would argue rejects the job. Even before that, if a client enters a job, the system will pre scan with some rules, if the budget is suitable for that job and rejected immediately suggesting the correct budget. Since since build algo has this the number of jobs that I had to then reject dropped dramatically. So if you which proves definitely that if you if you give reason why this is and this automatic or semi automatic tool does that gives reasons why the budget is higher. So that they actually are willing to learn and if a good reason comes along, they say okay, then I pay more fine now. But in Germany, you cannot force a price. Like Like an offer from the client, you can't really tell them no, it needs to be 1000 euros or else

 

Toby Ricketts 

because like price fixing I said essentially as noted sir.

 

Armin 

And and this is a difficult topic. So but Dalgo is working there in a gray area, but because we kind of say you have to you can't have it for 50 and but I think it's a gray area and so far Nope, of course nobody complains. But you can't force it the issue with with with all those those price lists we have is there there's just too many. In Germany we already have three different rate cards that just in Germany alone, and all over the world is like and then in an international world. What How do you do it like you have a Chinese client that wants a German most soba? Well which red card applies the Chinese red card or a German raid card shuffles I'm always saying the raid card where the talent lives applies because he needs to pay the prices or his setup living also in the country that he lives in. So his red card is the one that that should should, should be there. So, but it's very difficult. And in the for the for the all other markets we have, of course the GVA rate card we have I think you have a wonderful tool as well,

 

Toby Ricketts 

he had a great look. Absolutely great. And is there a turning into right stuck over the brain calm or just google search, you know, great frame rate code, and it does have

 

Armin 

exactly so this is a this is a great tool to have a look. There's also the bubblegum art which is a much more like, it's not so sophisticated as the as the gray before the rain tool. I always wanted to update it to reflect more countries it gives really just only a very rough idea of where things could start in pricing. Definitely not where they could end. So I would suggest Yep, GVA has a good read card and gravy for the brain. I have not understood how union works they have explained it to me many many times. I did not understand it, especially how to convert a non non union job into a union job. Three paymasters similar simultaneously try to explain that to me, I didn't get it. I think I'm, I'm more stupid than I.

 

Toby Ricketts 

I'm pretty sure the union doesn't know how the union works out for the day. It's a very complicated, it's very cool.

 

Armin 

Yeah, I have the feeling well, okay. But I'm not connected with the union at all with any union in world. So they can do whatever they think is best.

 

Toby Ricketts 

I want to talk about a few of the The other thing that makes Hidalgo different is that you kind of you know, you've you've tried to add value through tools like bed elbow call, and prompter and CRM, etc. Did you add those? Is that the sort of a voice retention sort of strategy? Or did you see a need where people I mean, you know, but don't go but our call? Did you see an uplift in that during COVID? Because it would have been a very useful tool.

 

Armin 

Yeah. What Oh, good call is definitely as at this moment where we know the talk, probably there are 20 sessions going on in this very second. And what I would call, it's not a huge number, but over a week, over a month, there's many, many, many sessions. And yes, there was a big peak there since since COVID. And now that, like I changed the system a few times, where you now can record when you when you can record the session, you record it or recording each single track. It's free for the premium talents. And and not only for the premium talents only if you want to record that's still free for the premium talents. But if you're not premium, you cannot record Well, you can record on your machine Of course, if you have the correct route routing and wiring. But um, yeah, I thought it's, it's a great tool. All the browsers are most of the browsers can do it, it's built in just you need to create the app. And I also saw it as a coding challenge. And oh boy, I age I aged definitely a few years doing this because it was a total nightmare to code. And then with with the CRM, I just thought it would be a nice to track down the your clients your jobs and so on. But I think it's when I when I built it, it's the the the amount of what it can do is maybe to reduced for for many people to use it. It's used people use it, but not excessively fidalgo prompted and which is totally free and I think it's the only only online teleprompter that is that you can that you can use your with your mobile phone where you can use your mobile phone as the remote control for the for the teleprompter, it really works wonderfully like magic. And and I got a such a nice email because there was a talent that was not any longer after not a stroke or something like that after a disease and he he was stuttering all the time when he was reading a page because he had to flick through the pages and he was stuttering. And this girl this lady wrote to me and said she she is she is completely over the moon because with fidalgo prompter, he stopped stuttering it will because it's because the text was flowing by itself and he could adjust the speed and there's this little bar where you can see the line you're reading at the moment as he said this this was this was totally unexpected. I was I was almost close to tears when I read well actually I was confused when I read read this email because this is something that I didn't didn't even think about. Yeah, and so so and yeah, and it's there and I will add over the time. They will Tools appear when I have an idea for a great tool, because I wanted fidalgo to become like a voice of a toolbox we had. One thing is, is the casting. But there are also other tools that you might like to use. And it's because they are free, it's not really to retain the premium talents, maybe it's also giving back to the community be like, I do really well with with with dogs, and I'm very, very grateful for that. And by sponsoring the events, or bringing those tools to the table for free. Basically, it's also kind of a giving back, and it doesn't cost me anything. Well, that's not actually super true, because kodagu call now costs me something because I have to pay for the relay service. Because it's now very many people from out there that use algo call, but I'm happy because the tool is there. It's it works. 99% of the cases it works really, really nicely. There are a few issues still. But um, it's it's a really reliable tool. Great. And it's been nominated for the one voice awards.

 

Toby Ricketts 

Yeah, well, good luck with that one. That's always good. So we're kind of getting into the at the end of the interview, we had a good long, long look at the sort of present, what do you see as some of the challenges that the voiceover industry is facing currently?

 

Armin 

There are a few for the new ones that are coming in. There is the challenge that they must not believe that having a USB microphone connected to your computer will do the trick. They need to understand that first, before you think where can I have my demo produced? The first question you ask yourself is, how can I be good at that. And then once you're Are you you produce your demo. So you need to find a great coach or great online coaching right before the brain is a wonderful start for you to get going. Or to to start to start walking item. So but that's a that's, that's a good way to start. But and then you don't stop. You need to to to, to learn to konecranes you guys. So this is this is like both. So now what are the challenges ahead? Well, ai might be a challenge that we need to see where that goes. But I'm a firm believer that we are still very far away from from voices that you can actually direct. Because when there is a when when you do a commercial and then you say Oh, that was that was really nice AI. But Kenny, can you add a little bit of red carpet? Try to be arrogant but still approachable, running? Hmm. Good luck with that. Yeah. So but with things like elearning, that is completely where emotion is not present. I couldn't imagine that there might be a time in five years where the bottom feeders from Fiverr will have a hard time because what they do will be done by AI. But but the professional work and everything that has to do with acting like proper voice acting, animations, commercials, audio books, all of that creative. Very, very, very creative stuff. I don't see a way there at all. I think the professionals will be will be still good. If you are if you're good at what you're doing. Otherwise, you will be not by the by by AI. But I think we were looking at least five years in the future and maybe even more so. Yeah. And then

 

Toby Ricketts 

did you read the the state of AI voice report that was 123 put out recently?

 

Armin 

I'm not sure if I got through that company. I saw it. I am anything interesting in that. Well, it

 

Toby Ricketts 

was interesting because it kind of showed that clients aren't really that into AI. Like I definitely thought that there were fewer, though it was less. It didn't look as rosy as I expected it to for AI you know, people people wouldn't we're not keen on hiring AI voices through the platform, which was which kind of interest Yes, I think that that can change

 

Armin 

dramatically fast. And I think one reason why they are not that that keen on using our voices is because they hear I voices every day. And they can hear it's an AI voice. Siri, Alexa, they all get that kind of better than but are they really that much better compared to the GPS navigation in cars 15 years ago, they sounded pretty okay. On the next in 100 meters drive left. Okay, it got a bit better now. But there he is that and they say well, I can't To use that for eLearning, I can't use that for for my tutorials, I can't use that for commercials. And this is why, why they have already an expectation because they're listening to that stuff every day. And they think that's good enough for me keep reminding me about my appointment in two hours, but it's definitely not enough to become my next commercial boys. But when those girls and guys become better, and they will become better, then immediately millions and millions and millions of people will rate AI voices completely different.

 

Toby Ricketts 

So, and I mean, yeah, it's, it's, it's like the uncanny valley, isn't it? Like, the closer you get to it, but you still know it's an AI, the more weird it feels like, you know, I mean, you could definitely wouldn't have audio books being read by AI, because, you know, you'd get sort of like, you know, 15 minutes in and it would be obvious at some point in that, that it was an AI and then suddenly you wouldn't trust the narrator, you wouldn't have that relationship.

 

Armin 

It's any kind of real act they were acting is needed, you can't have that. Because in order to do to give it the proper read, the AI would need to understand what's going on. And imagine you have reference in one sentence to a reference, like the two to two paragraphs up. And you need to choose Tu Tu Tu, Tu, Tu, Tu Tu read it that way, I don't see eye at all, to be capable of doing that. Because then you know, the AI would not only need to understand what it's actually reading right now, it would have to remember and reference it, it would be the brain. Now it's not a AI, it's humans that can do that. And I don't see that decades, this is decades away until AI will be will be will be will be able to do that cut. Next morning will be the headline I read like a human.

 

Toby Ricketts 

Exactly. It's gonna have it as another question about the future. I mean, and referencing the past, um, voices dotnet was something that we you released in 2019. And I was I'm very keen and still a beautiful sight. And it's still up there. I looked at my profile yesterday. Yes. What's sort of the status of it? No good news there. Do want to give people a bit of background just in case they missed the 20th? Oh, yeah.

 

Armin 

So I had, I had the idea of creating a second second, voice up a website that was kind of unique, in some ways, were how, first of all, it would be totally free to voice over talents, it would be the clients that pave her casting.

 

Toby Ricketts 

And there was a premium, kind of like, the very top end of the month,

 

Armin 

it's only the top of the top of the top could even, like, build a profile there. And yes, and then COVID came and more and more time was dragged into, like, I better run the horse that is already on the track than the one that is still in the stable. And yes, so it could well be that the that the website disappears. It would be ashamed, but at the moment, I don't have any new data, I have no update there. It's, I it's a big shame. And I usually when I say this will be done. This will be done with basically everything I'm saying, but that maybe maybe I I bit off more than than I could chew I would have to probably employ people and I'm not sure whether I'm ready to do that.

 

Toby Ricketts 

It's a big leap and it was I mean that might be you know interesting people for you to find out in this interview that you are at like a one man band and you know compared to the other the other companies who have you know distributed workforces around the world and they've got you know $40 million of venture capital funding and giant offices and stuff you know, you're considering you're playing in the same arena as them you really punch above your weight so well done and congratulations and your reputation always you know is very strong in the wizard community that you really listen and connect with and are part of the voiceover industry you don't kind of like you know, you don't sort of like farm voice over talent you're genuinely engaged like with your free tool. So I

 

Armin 

I like tu tu tu tu tu tu hope that if somebody asks me a clear question, they will get a very clear answer. Sometimes I'm too I'm very direct and sometimes I can and, and not and not everybody likes them and I completely appreciate that. But um, at the end of the day, I just want to give like an honest true answer people can really like work with not every time the truth is is nice, nice to swallow, but you have to swallow it anyway if it's the truth. So yeah, I'm trying my best I'm not always at my best but i'm i'm trying must try harder.

 

Toby Ricketts 

Very good. Have any other like products or services that are coming up for the delgo that you sort of want to talk about or anything on the horizon that you're excited about?

 

Armin 

Well, I still think about the the new way how that clients can pay for the job plus feature, where on a set of talents is able to audition for I'm still thinking and about that. So this could come apart from that. Nothing major, really, there's always a little bit of optimization going on, still have a look at to get the the the opening rates up, if somebody out there has an idea of what should be done. So the people listen to even more of the auditions. I'm happy to discuss that at one voice conference in London, because London is opening the borders for us Germans again, which is great. Yeah, we'll just just shoot me a line. This is also something that if there is any question out there, that even Greg before the brain can answer or you, Toby. I'm happy to be emailed at armen@pulga.com. And usually I'm pretty fast with with emails, if you don't hear within a week, just shoot another one. You can't annoy me with that and just add an image on my plate.

 

Toby Ricketts 

Cool. Fantastic. And if you watched all the way through this video justifying that, why it's called fidalgo calm, you can find out at belga calm because it's a question you get asked all the time. I know that.

 

Armin 

Yes, it is. Apart from the question. What is English neutral?

 

Toby Ricketts 

Well, yes, of course. Yeah. And the no one really knows the answer to that. Anyone who says they do. Still doesn't quite but you know, it's it's it's one of those. It's, it's it's a spectrum. It's a spectrum exam, but also also that answer is unbelievable. Nice, very good. So unfortunately, we won't be able to catch up at one voice because I'm in New Zealand. Now borders are still quite close to the rest of the world. But I'm sure I'll see you in 2022 over there in London. But thank you for joining me today. It's been an absolute ball. And I do have some ideas. I'm going to show you an email, but with with with some stuff. So look forward to that.

 

Armin 

Thank you. Thank you so much for having me. was a real pleasure to catch up with you to talk to you and yeah, to all your viewers out there. I hope you had a little bit of you could take something home from all we said today.

 

 

 

 

Interview with Rolf Veldman, CEO of Voice123.com

Voice 123 is the oldest and largest voiceover marketplace on the web. In it’s time it has had ups and downs – a fundamental platform redesign a few years ago caused controversy – but recently it has rebuilt and is adding features and functionality to keep current and define the future of the Voiceover marketplace.

In this chat with Rolf, I sit down to discuss a whole range of topics around the voice industry and voice123.com, including;

Rolf’s journey to become V123 CEO, Where Voice123 is and where it is going, the new features being rolled out for voice artists and clients, How is voice 123 reacting to Text-to-speech or AI voiceovers?
What were the results of the experiment run to gauge the market response to AI voices?
What are the first areas of voice that will be serviced by AI voices?
What are some of the use cases for computer generated voices?
Are there AI voices already on the voiceover marketplaces?
How much pushback have you had regarding your AI voice experiment?
When will we see realistic AI voices replace humans?
What is the AI revolution going to mean for novice voice actors?
What are the legal ramifications for voice actors engaging in TTS contracts?
What is the future of voice123 and TTS?
Are there too many newbie voice artists entering the industry?
What qualities are clients looking for in voice artists?
Why did Voice 123 launch ‘The Booth’?
What insights can Voice 123 give about Voice buyers?
How many new voices do you see joining and then dropping off the platform?

Voice 123 is a totally distributed workforce, what are the benefits and challenges of remote working globally?

Visit Voice123 here.
Visit The Booth's Voice over Guide here.

Here is a Loooong transcript of the interview:

Welcome to gravy for the brain Oceania, the interview and vo life. I'm Toby Ricketts, your host and it's my pleasure to bring you people who are movers and shakers in the voiceover industry from all around the world and all different kind of parts of the voice industry from voices through to agents through to voiceover marketplaces. Speaking of voiceover marketplaces, I've got a very exciting guest today. It's Rolf Veldman, who is CEO of voice 123. Hi, they're Rolf. Yeah. Nice to have to be here. nice segue as well, like speaking of marketplace, as well, well done with the intro. I really like that guy. And it's described as the world's first and largest voiceover marketplace. Is that right? You've got those two metrics? Yes, yes, we've been in here since 2003. Actually, our founders Alex and Tanya started way back when Tanya was a voice actress herself wanted to cut out a middleman. Alex was an engineer. And they said, Let's combine forces and other that came on voice 123. And we're still the largest depending on what metric you use. But we're so open. And that, compared to other platforms, we calculate is slightly different. So the number of people on our platform is maybe the biggest, I don't think we have the biggest revenue, because we don't try to maximize revenue on every part of the deal. But yeah, we're largest platform. I just network. Nice. Cool. So we met in a quite a funny way. Because you at the the one voice conference in 2018, on a boat, going from like one place to another across the Thames. And I think you introduced yourself as like you just started, I thought I had the impression you were an intern and voice 123. Yeah. Oh, that's how I felt I was I was basically there incognito. So we right, it was a weird time for boys 123. Because we had a, it's been a rotation of management for a couple of years in a row. And because of the founders sort of moved out of the company and try to focus on other other endeavors while still being involved in voice into three from a board level perspective. So I ended up liking looking for a new leadership, previous leader, and they just parted ways with. And they knew me for a while, and had pitched me to become part of voice on three as a general manager, first, maybe CEO later. And they said, but it's important that you get to know the voice over industry first. And then you get acquainted with the kind of people in the voice over industry, because you really have to love this industry for you to work in it. Because it's it's quite particular. Right? So they send me to the conference in London, to meet up with people and to basically interact with as many people as possible, build some relationships and see if I would enjoy it and would like it. And I sort of didn't tell anybody who I was, well, not didn't tell, but I will try to be a fly on the wall, while also connecting with people. And you're the first one, one of the first I talked to, you had all these great ideas about the future of the industry and what could change and you're very like excited about all the all the potential there was around I was this is this is this is not a stagnant industry, there's a lot that can move. And it can can change want to be part of it is partly because of the conversation I had with you. And so either people can blame or Thank you for having me as part of this industry now. I feel honored. And it was it was kind of a masterstroke because I feel like our conversations would have been quite different. Maybe if I had known. So yeah, I think he's got an honest opinion from me, which is, which is quite good. Which I you know, I do do have, I think one of the books of industry is like it's so it's such a friendly kind of industry and they've run, there's no real shooting each other down. Like it's mostly supportive, I think because like, if you don't get that if you're looking at the same level of someone, you don't get the gig. It's just because you weren't right for the part. So there's no kind of personal stuff in there. That's true. So what sometimes my title gets in a way, though, so that's why it was nice in the beginning. So if you have a title CEO, then people see Oh, that's important. I also don't know what I'm doing right. So I'm just trying to learn there. And it makes it easier if that title is not in a way no conversation. So I really enjoyed that. We got to know each other. Totally. No, absolutely. And it was quite a different story at the 2019 one where you stood up and people kind of threw fruit. You were saying friendly industry? I don't know, felt like a pitchfork and flame kind of situation. But yeah, really depends on who you are. It was right. It was the right emotion for the time. Yeah, exactly. So where did you come from just briefly, like what's your put upon a history of entrepreneurship and company running. So I was actually trained as a historian in the Netherlands. So that's, I don't think you can get any further away from being an entrepreneur than being an historian, besides the fact that if you trained to be an historian, and you're graduated in my case, in 2011, is when the economic crisis also hit Europe. There were no jobs and there's never a job application that says we need an historian unless you want to be you want to be a teacher. So that made me do all kinds of things. I worked for NGOs. I worked in bars. I did all these kind of small end jobs to get to get to know what I really wanted to do ended up in government as much as most historians do. And I realized I was carolee predictable that was for the coming years, decades. Like there's, as soon as you're in, there's a path for the next 20 years. And it was kind of a constraining, I felt. So I had in 2015, I was in the process of becoming a project manager. And in one of the, one of the government agencies and I, I sort of told them, no, I quit, which was a kind of a great moment, instead of getting a raise, I just quit my job. And my then girlfriend, my now wife, and I decided to fulfill a dream that we had of traveling, we were in a position in a very fortunate position that we saved some money. And she's originally from, from Latin America. So we wanted to go back there, travel around, reached Colombia after 10 months and decided to make or break Colombia, meaning that we wanted to find a job there to make us self sustainable there. I found a job as an English teacher, again, working at and also at an NGO worked out. And, and most of my work until then, in governments and different companies was helping to digitalize those kinds of organizations most, back in 2000s, most people still work on paper, I think a lot of people still do work on paper and trying to make a switch to digital work was mostly organizational and behavioral change. And that's what I did. Sounds kind of boring, quite a fun if you're in the middle of it. And then I in Columbia I met Alex is the new one Colombian who introduced me too, Alex. So it's very happenstance. We had a we had a conversation, we decided not to work together straight away. But I told him, if you ever wanted to make pictures, remote work to the next level, let me know. And I can help. So 10 months later in 2016, and joined his holding company, to build a bunch of frameworks to help him operate in a remote setting. So how to do leadership, how to do strategy and how to do project management, all these internal management stuff. So my background is mostly from a leadership training perspective. And by the time I've built that framework, and said, well, it's kind of easy to tell people what to do, maybe I should try to do it myself. And I had pitched that to, in this case, Alex, and Tanya, and the founders, and they decided to train me for a couple of years, and then put me in a position invoice on two, three. It's actually my first big entrepreneurial endeavor where I'm at the helm of a large existing company. Before that, I was mostly in an advisory role consultancy role or have part of the responsibility. And most of my training for here was on a job getting myself ready to become an invoice on the three and having a bit of remote, remote baggage. That sort of answered kind of vague But no, that's that's the engine to hear what you where you've come from. And I mean, you've come from like kind of left field in terms of like, like you say, like turning up the one voice conference, like to learn about the voice industry, to see if you want to be a part of it. And I imagine you've done a hell of a lot of learning over the last sort of three years. to four years, probably I wasn't completely new to report because I knew to come a new company, but working in a company where voice is different than having an opinion about voiceover industry, right? Like a roadmap of where, yeah, or a vision like where should it go? So? No, no, I had to learn fast. And I think it was possible because I started from the starting point that I don't know, right? That's why I talked to to you. And I talked to all the other voice actors and try to talk to as many producers as well, trying to get that input, try to see what our problems, what are the visions that most people have about the future? And how do they correlate and what where's the opportunity on a business perspective? And that's, I think, if you talk to enough people, a vision sort of formulates I think one of my skills if I could, as an historian, you have to absorb a lot of information and turn it into one narrative. So that skill set finally came into, into use. Yeah, absolutely. So now that you have had this time to sort of, you know, to ruminate and to learn what like, firstly, where is voice 123 at this moment, and like, what's your what, what are the kind of big plans you have for it? But I think that's the that's the one question. We're gonna take an hour for this, maybe, because that's quite a big one to where it is. Now. I think I have to say where it was when I joined. So basically, what Alex and Tanya had done is they build toys on the train, and let's say in 2014 15, they decided to We want to go into other other fields of work. But before they did that, they tried to create a newer version of voice 123. And the idea was to replace voice on three. And that was, what is now blending studio voice. But they thought, okay, that's the natural progression of whatever voice into three is right now. And then I realized those are two completely different things. We should separate them, they can exist on their own, potentially they can compete in the future, but they're different. What the result of that was, is because they were so focused on building other companies that was on the three was basically left in maintenance loads, load mode, right. So it existed, it's a self service platform. So voice actors and planes, they connect with each other, what we have to do is make sure that technology works, and that people are finding ways to talk to each other. But we were at that stage and wasn't the three that if we would just want to change the copy on the on the platform, it would implode the platform. So it was so outdated, because it was built in 2003. And we had to really go for a new version. So I joined in that process of rebuilding boys on two, three, and one of one of the things that we wanted to do is set it up for growth in the future. And it came from the idea that you if we want to build an open marketplace, where the relationship is, first and foremost, we need to provide more and more tools for the people on the platform to to basically build their business there, we always had in mind, a version of whatever Shopify is for small business owners, we should be that for business owners, and an even smaller levels, which are basically creative freelancers, right. And they manage their own business. Bo intrapreneurship is a very common term there. I think it's slightly misuse. It's, it's always about marketing, but it's more about managing a business yourself. And we wanted to build a platform that was able to add more and more and more tools to it. And that's where we are right now. So we've we've launched the new version in 2019. And we stabilize that new version. Now for the next couple of years, it's all about adding new functionalities to this platform for our in this case, boy is creative, but that's too small of a market, there needs to be more for them to do more extract more out of their own, out of their own industry, position them at the front, instead of being a middleman like many other platforms. So there's this big transactional model, we don't want to go there. We just want to be a market true for a marketplace that acts as a network where people can connect. Now, practically, that means that we need to think about tooling for for admin, from voice actors, like it's wild to me that most people still work on a spreadsheet. Whenever they do their finances and do their taxes. It's wild to me that most people are focused on finding a first client when the way to stay in voiceover, in my opinion, is to nurture the second client the second time you work with the same client, right? That's how you stay in voiceover. So we're going to set people up in a way that they can really manage their own career on voice 123. That's, that's very interesting. Cool. That's, that's, that's cool. Because I mean, there's shortest version. Yeah, absolutely. And I've noticed, I mean, I've noticed these little bits of functionality being rolled out, like, I mean, the most obvious one is the where clients can pay, and you know, you hold the money, and there's a job, you know, through the platform, as opposed to just putting people in touch. And they sorted out between themselves. Which is I guess, tending towards the more that the other models, the other other platforms do, there was a there was a huge decision for us, because we always thought, okay, we should never do that, right? We build our and we look too much at other companies in the industry saying that's what they do, we are different than we realize there's always a use case for it. Right? There's, there's, there's certain kinds of companies that buy voiceover at a very high volume, they don't want to pay 25 times a day, they just want to pay boys on three and us to release that money to the voice. So we tried to do it at cost. And that's why our fee is so low. The the other part of that is there's always going to be a connection with a client that you might have never worked with, and you want to have a sort of a guarantee for it. So maybe in that initial transaction, you're going to use this. And so we realized as long as we make it optional, then we never make it an obligatory thing on boys on the trade to have to use this, then it adds a service. Yeah, became a bit more open minded on what we could should and should not do. I think that's a big change compared to the past. Hmm, absolutely. And, like it does give more power to both both the client and and the voiceover artists like me, it is a definitely I've definitely felt pressure from clients who they just want to pay with a company credit card, which is quite hard. If you're not set up for it as a new voiceover. It's very hard to take credit cards without stripe accounts and all that sort of stuff. So it does streamline that which has been really useful. And yeah, I've seen some of the other sort of modular functions that have just sort of repeated out and I was quite excited to see on the I was like going through all of the different parts that I didn't even know existed of 473 and there was like they were good at not being very cool. about what we're doing. And there was like the rollout of staffing, I think you're referring to the stats page mean? That is that actually is that live now, the stats page know that that's what we're working on now, again, not within now with the idea to just say this is how you're working on 123. But and not just to show, okay, these are how many likes your auditions got, but also like, Hey, this is the money that you made on 123. This is the average budget that your market is in. And this is the average budget that let's say, if you're not an animation, we want to be in animation, this is what's happening, always something tricky. So we want to be really transparent about what's on voice on to three people to make a better decision about that. It's brilliant. I mean, and it's good to see what features are coming up. Like there was also the like sample transcripts, the video files I was really interested in because I'm all about video on those days. And, and endorsements obviously has already happened. And that that's been really big this week on voice 123. The other big thing which segues beautifully into my next topic is AI voice character, which is would you like to have a digitalized version of your voice. And that's all it says leave us a comment. And you did an excellent webinar, I think about six months ago, possibly longer ago with you from gravy train UK, about the future of voice with regards to TTS and what voice 123 was doing in that space. And I was, I was really like taken aback. I was like, you know, I had no idea that this was happening in the space and what you were doing. But it sounded really interesting. So for those who haven't heard what the experiment kind of was, do want to just bring us up to speed and tell us where it's at now. So, again, I'm an historian, so I'll go one step further back. But basically, when I joined in 2016, we already told each other Okay, there's an existential threat to the voice over industry in a way that we operate our business, right. So voice 123 is a marketplace where the more voice actor there are, the happier shellder shareholders are, because that means there's more revenue. Right? That's the simplest version of what it is. So if there's AI that can computerize all of these voices, will that take away a part of the market? Or how will that behave? And is that going to be a threat to the way that we do business on voice 123. So ever from the start, I had my eye on this. And I figured it might potentially be as big as what we were ourselves in 2003, where I felt that becoming a digital platform in very much local network oriented industry is going to be quite disruptive, is AI going to be the same thing? I didn't want to be on the sideline. Looking at it. I would prefer to make it as transparent as possible. But hosted on was on two, three, because I wouldn't mind being a place where if it happens, it happens. With that in mind, we I'm looking at and I was looking at AI a year ago thinking okay, it's most likely going to have an impact on certain verticals of voiceover. So like ivrs, it makes sense, then that might be disrupted by whatever AI voice is, right. But what happens if AI goes into promos, right short form problems, where and commercial work? That's where money is being made by voice actors. And we'll go there, how much does it cost to run an AI program? For the people that have those AI models? We think it's very cheap. It's actually still very expensive. It was a year ago, and it still is now what mom? When do they become profitable? Meaning? Is it even viable that it's become if it adds to the space? Is there a new potential for AI, and meaning a whole new category of types of voices and type of voiceover work? All of those questions we had, but I can only hypothesize of it. I could only talk to people. And I don't, I didn't think that was enough. So what we did in in six months ago, is that we thought How about you start showing it to the people who decides what the future of AI is going to be? And it's the people who buy the services. So we figured if we can have like 10 to 20 of AI profiles on voice 123. And they're just public profiles, everybody can visit them. They're purely AI voices. So they have a playlist, or a couple of samples in there. And how about in our project form? When clients ask receive additions, we ask them? Would you also like to receive a AI version of an addition? If they toggle Yes. And then whenever a client requests 50 proposals, we send them 50 plus one AI. And then afterwards, we ask them are good. Did you think it was would you ever hire and this kind of voice? At what stage would you hire it? If it's not good enough? What would you pay for it? And what would you use it for? And I figured if we have all that information, or six months of work, and we make that public, then if you're a voice actor, and you're building your business on corporate vo and all these clients as I'm going to use it for that, then you know that you need to change your game. But maybe these clients are telling us no we're going to not going to use it or I'm going to use it to get a taste of Boys, then it's sort of changing auditioning. Forever, right? Instead of us auditioning 90 times to get a job, maybe what clients really want is to have a tasting a script of us, like minded sounded voice for, let's say, low acting type of gigs. But then there, maybe that's where it's gonna go. But the nature of that experiment was finding out that information and making it public. And then my personal end goal there is, of course, people start to equate boys on the three a bit with AI, right? secondary is, ideally, by the time voice actors are ready to record a version of their an AI version of their voice, it happens with partners that we recommend, because as with any business, they're, let's say they're morally right or morally wrong. Businesses, people that take advantage, or people that don't. So we want to set us up as to be basically the network that enables what is essentially the future of VR, in my opinion, and that is where AI plays a role. And it goes into so that report is is being is, is already in data, but it's not already in visuals. So we're still working on it. But ideally, we're publishing it within next two to three weeks. And based on that report against any scoops, yeah, yeah. And I will I will, there's a speaker, I think, I think one of the things is that, like I mentioned already, IVR is very obvious. What the thing that was scary to me, was that so we asked, everybody could say Yes, that is right. And only one or 2% of our clients enabled it. So I mean, that's very low section on it. And even within that small section of clients whenever we had an open field of leave any of their comments or feedback, and most of them said, Hey, this is a threat, don't do this. We need to predict a voice actor, how will payments work. So I love that there was a sense of we need to take care of the people. So perfect. But the scary part about it was that they also collectively said, we're never going to pay more than $1 a minute. Which, depending on the type of work that's going to be quite quite impactful, of course, is biased, because AI is just not good enough right now, but it will be in a year or two from now. So the prices will go up, I believe, based on this report that AI will work just as a new category in voiceover world where you have your premium talent, and you have your standard AI voices depending on how well you've recorded it, you can start selling it at a higher price point. But what I learned is they want to use it for roughly three or four kinds of things. Very standard ones are a ivrs, and placeholders, especially in gaming, right where it is an early develop game. And we need a couple of voices to really get funding for this game. That's when we use it. But again, like an animated placeholders, yeah. And I think that's how gaming studios set up their business as well. Like you want to create a character for a game. Part of that is creative voice of that character. And ideally, these gaming companies want to have that an AI version, because that's real time. But there's a very small market. The other part is, is translations. So I assume you don't speak 20 languages, let's say do bless Bless you. But it would be nice to get to a stage where we're going to hear a Dutch version of you, right? And potentially you can hear Yeah, the technology again, is not there. But that's the biggest requested feature so far. Like I could use this if I need to do a promo in 20 different languages, I can just work with one actor, right. There's the convenience. And the the other part is short form promos, meaning five to seven second. Audio specifically on mobile. It goes very specific but mobile is the fastest growing segment in audio and video. Fastest Growing type of advertising under market tiers is five to seven boys five to seven second piece of content, video or audio and that's where AI most likely will sit. This is for like Amazon products, isn't it because it's a new field is like these five to seven seconds like product summary videos I've heard, which is we might be so might but it's also on on, on your streaming services on whenever you play a mobile game and you have to pay for like you need to pay for an app or get the ad. That's where a lot of these will be. Yeah, right. Yeah. And I think there's two, two or three ways that our voice actors should work with, with a will go and really deep already, but I just want to also be excited about about this topic. So this is one way where which was my original plan. But so far, there's only limited demand for it from the from the client side and that is, let's say you Toby. You want to cater to those to those gaming markets or you want to cater to to more short form low acting kind of projects and you can Do versions of your voiceover. So let's say you have wizard, Toby, you have conversational Toby. And those are just characters that you have on on your own website, I as a client, try that script, I upload a script, like download that. And it is always watermark. So I cannot download it without your approval, you approve. And there's a licensing structure for us to both benefit from their salt. That's one way to do it. So actually licensing per character. But technology is getting already good enough that you as a creative, whether you're the director, or the voice actor can already play around as if it was a desk, up up the happiness or the sadness of the voice, etc, you can already go a bit further leaves the oven pole in terms of the Wii and yeah, absolutely. So. So you might not have to have to recreate all these different kinds of characters, but you can just have one voice and work from that. And then the licensing structure still works in depending on what it's for. less so. So imagine you have a you want to do an audio book. And you want to have certain the beginning and the end, you want to have real high quality. So let's say that's you. But there's also sections in that book where it's fine for you to use an AR version of it. So you can do a mix, part of this project, because of the fast turnaround time, and you already get this done. I'm going to do part of that is going to be AI Toby, and then the other part is going to be real time. There's one way to do it makes and the other one, which might be the most offensive. And the most offensive is I think that it will, it will replace a section of auditioning, because auditioning is where the work is right. auditioning is where you commit and your pitch and you do your your work as an actor, you own your craft. But I really sense that there's a large section of clients, when you don't know what quality is. I was also a new three's industry. I don't know what is good. I need somebody to tell me what is good. And it's already sounding better than what I sound like. So okay, let's go for it for this project really depends if it's a big commercial or a big branded project, you won't do that. But 40 smaller businesses. And let's say it's an in house, corporate vo video or corporate training that exists for one time, I'm going to use an AI version of that. So the and I want to, instead of wanting to interact with a lot of people, I'm going to just check what they sound like in the AI and demo. So it might be a marketing gimmick, it might be a way to convert people into introduce a lot of people to your voice without you having to audition constantly to everything. That's one way I think I can see it go. And like all of these kind of functionalities, we want to test on voice 123 with the voice actors that wanting to work with it. So they can be beneficiaries of it. Because the worst version of all of this is like a Shutterstock or AI. Right? Yeah. Where you just have a catalogue of AI voices and you pay $29. And you use that AI? Yeah, yeah. I mean, of course, that's always going to be before there's going to be that company is going to exist. But ideally, arguably don't like Yeah, kind of fill all of the kind of like, we can get into the details of you know, because it is it is around us already. There's the sort of speech demos and you know, everything that's based on Taka Tron true, which is like, you know, the overall sort of the one that they developed, which has quite a distinctive sound, because it's not it doesn't produce audio at full range. It doesn't it's it's limited to about 32 kilohertz, I think so you can hear that it's kind of it's, it's, it's limited in terms of its frequency range, from a processing angles, just that they you know, they designed it on that that kind of platform. And at the moment I'm hearing the odd YouTube explainer video where I'm I think it's real voice and then something will happen. I'll be like, that's not a real voice. Now look, listen closer on it's Yeah, it's very good. But it is only an AI voice. And so like weird, or a version of it. That's like this descriptors, right, this script is basically your voice. And then it's our edited with AI. Right? Just to go for the google google example. All right, two years ago, we saw profiles on voice 123 where it's just a person using a program to audition with it, right? And just yeah, people and I, I've talked to people, when they're more plays, they already see those use cases, we have to check them in and say, okay, use your real voice or state that you're not stated you're using software to do this. But from the voice actor side is is already already happening. And we already ended suspicion that you had about YouTube is what a lot of people in the last three to four years from the client side have been asking us about that. This addition seems fake. This seems fake. That seems even though it's not fake. But it's why it's one of the reasons why I think conversational style of voice over is now so popular, like a very natural opposition to it because it's the hardest one to crack. Yeah, and it's the most easy To recognize as definitely being human. And it's very interesting. I'm actually just going back to like your your test that you ran for six months. Did you expect that there would be kind of some kind of outrage from the voice of a community? Because you were sensitive? And no, Do you get any pushback? So I we we tried to go with great for the brain going workshop, would you make a plan a lot of talks that week, because I figured the way normally information spreads is it spreads through these kind of awkward communities that exist everywhere, whether it's Facebook, Reddit, or or whatever group people are talking whatever forum people are talking about, even if we put something a wide banner on voice over three. So far, people don't go for the news about vo two voice on day three. So we wanted to make it alive in those in those communities by going on those talks, I expected a lot of pushback. And there's only pushback when people see voice on three does AI experiment. What they then see is the ruining industry. But it's of course, it's a bit nuanced if you have the context, okay to try and expose where AI might change. And they're being transparent about what what is what is happening and what's coming out of it. And they're going to share the report with everybody. Then, okay, dentists are starting to make sense. So we got limited pushback, until I think three weeks ago, four weeks ago, suddenly, there was an uproar in a couple of groups, and we were spammed, with people being really angry at us for doing the experiment. We sat down with the people that were not explained hate, this is what we're doing. And then it was okay again. But so far to push back has been not as wild as I expected. Because I also think people understand that vo is not a static industry do changes. And this is just an exchange. If we do it correctly, it could be a change for good. I mean, I often compare it to the taxi industry, turning into the Uber industry turned into the self driving industry. And it's quite similar with voiceover in terms of it used to be agencies studio, you know, LED. And now it's kind of voiceover marketplace LED, and says, you know, the next logical step is the AI thing. But there will still be people that drive cars for hundreds of years. And you know, it's not going to replace everything. But it will be interesting to see where it does sort of infiltrate, if you like, and where it does sort of right and where it is the best solution. Because I mean, the place I'm really sold on TTS is like dynamic TTS within gaming. Because you can create these worlds where you can meet like a stranger. And they're literally like an AI stranger, basically a chatbot. But in a game, which actually talks and actually reacts the normal thing. But you know, you don't have a voice actor voicing like, you know, 80 million words of script. And, yeah, there you go possible. And you, you must have already also done maybe in your work dynamic audio ads, where they want to depending whether it rains, sunshine, or where you are going to want to run that ad. And you do need to record hundreds of lines for a 10 second ad, like that's another place where AI can solve that. Right, but it has to be short for them even. And in those games. I think people accept it because it's a fictional realm. Right? So it's okay, that the voice also sounds sort of foreign. But you also, I think, especially in educational content, you see a change, where in the past, the people recording, creating educational content, were all about the content and not the performance. And in the recent years, or most more educational content. Companies realized that the quality, of course, is not only determined by the content, but by the medium of the content. So a well performed educational course, is way better than a educational course it just is content stream that you write. So while you could say, okay, people need to just absorb the information. Yes, let's use AI. There's companies on the other side, it's not this needs to be highest, highest quality content. We need a proper actor here that really does the work. So like you said, there will always be work in vivo, or human. I always I feared at the beginning, in your to stay within your metaphor of the car. That may be human. VO was a horse, right? And an AI was the car but i don't i'm off that truck. It's good. And so where do you see that? Is the cutting edge of AI voice at the moment because we've kind of we are still in the uncanny valley a little bit of voiceover and that the closer it gets to reality, the kind of creepier it gets, when you realize it's not. It's not real voiceover Do you think you know within a year or two, we will have genuinely unpickable you know, voiceover at least sort of straight voiceover in inverted commas rather than adding too much emotion at this stage. But we have that in many places already. But right and your your ears, your ears, there's uncanny valley to experts here. There are But most people consuming AI are not experts. Most people consuming audio are not experts. So a lot of content is already being created that we don't have to go over that threshold for most of the content. I tried to, whenever I talked to either my, with our potential investors or with other partners, I always talk about a very simplified version of it. But let's say if you if you do voice acting, on a scale of one to five, five being, acting, acting, for being acting, acting, and then three being okay, acting, and then one and two is minimal acting required, then that's where we can already the AI is already solving those problems. And I don't think maybe because of gimmicks, AI will, will, will attack the category of like proper acting, required vo but I don't think in the long term it will maybe as a as a hype, because AI is cool now, but in long run, and in one and two, it's already is using, it's already there, but it's just too expensive to run proper AI. Boys always. Yeah, yeah. And I think like, I mean, if, you know, I, I'm, I've worked with a TTS company. And I'm still sort of, you know, talking to them about you know, how you train an AI to do sort of more acting like what leavers Can you pull. And because I teach a lot of voiceover like, I have enough trouble telling experienced voiceovers, like how to breathe more acting and life into this. And if if I have trouble telling another human how to do imagine trying to tell a software engineer who's going to try and tell the computer how to do it. Like, if you can't actually define what the X Factor is that you're trying to get, then it's very hard to actually, you know, to make a computer, just do that, without, I guess, you know, having machine learning, you know, things and just showing them acting and saying this is what the act is doing now, but that's a much more complex feat than just say, talking and matching a jerk on the on the page. So a bit imagine you, you being you're getting the job of having having to deliver a full, full audio file or a delivered, right, you can choose where you're going to do AI or, or Toby, but they're equally good. And then this becomes like a super editing program, right, where you can hand certain parts of yourself, or you can give yourself just a little bit more range. And then then you can see the function, but then it requires your air and your vision for that voice as a creative to turn it into a proper voiceover. And imagine them being the director with those kinds of skills instead of working with the actor. And if AI is good enough, I can do this myself. Now, there's only a very limited group that can do this. And I don't foresee any future where everybody has the ability to turn. Even though the technology is there. If you put me in charge of creating a building a commercial and then putting the right VoiceOver on it, I'm going to fail 10 out of 10 times, even with the best possible to go into because I'm not a voice actor, I'm not a producer, I don't have that air. So I'm desert, it's already here. But there's always a use case for people who are well trained in a craft. And you having that a unique ability, not even getting your direction out of your head, is allowing you to be in the center of this whole creative process anyway. So I think it's always going to be and I think voice actors keep forgetting that when they're always the most expert person in the room when it comes to voiceover when they work with clients, right, so most clients are not in the voiceover industry. They just need a voiceover. But as a voice actor, you're always the expert. And if you're able to leverage that expert position, then AI is like a super cool tool. I do worry that like the breeding ground for voiceover actors who, you know, I want to start being a voiceover actor, I'm gonna get myself a home studio and I'm gonna put myself out there has been these small jobs, which don't require much acting like getting runs on the board, doing IVR, doing explainer videos, etc. I do want to know that that's going to cut off not know exactly the supply, but it's going to know shattered the dreams of a lot of people and who just won't get that lowest tier. And finally, I mean, I don't know what fiber voiceovers, you know, because that's, that's traditionally the, the the the sort of position survivors occupied is that kind of, you know, lower fees, you know, lower amount of acting required, etc. Normally, you're 100%, right. And there's a lot of people joining the industry now, I think, at a higher pace than ever before, because actually, the biggest revolution of the last couple of years has nothing to do with technology, it's the reduced price of hardware. Right? It's easier to set up a still expensive, but it's way less expensive than it was to record a voice at a minimum required quality in your home. Some people do it with phone, that's not good enough to me, but for others, it's good enough. They just want to have the acting style or you can buy a very minimal minimalistic mic for a couple of 100 bucks. And that's how you can get started in the industry. So those obstacles have been removed. No AI will most likely sweep in and take most of those low learning jobs. So people get disappointed earlier, and they might need to step it up to get to stay in industry? Well, yeah, I think those trends are, it's going to be interesting to watch them happen simultaneously. Logically, you would say, AI is going to be the fiber of the future. But I have no idea whether that's gonna be the case. So I want to get back to newbies and training and stuff, because you've got a new guide that we've got released this week, which is really useful, but I just want to stay with TTS a bit, because like, we both have passions, very passionate in the space. And people want to know, what's what's keeping you aware of any AI voices or TTS companies that have effectively, you know, gone that they haven't trained their voice on a voice actor, so they haven't had to make any moral decisions. They haven't had to train it for the 1000s of hours of voice actors. They've literally just made one that talks. Are there any digital first AI is that you're aware or where people tried it? It's incredibly shit. So you record it. Sorry, for language, you record it TTS yourself. Right. So that's not a that's quite hard? Because it's very consistent performing. For Yeah, it's a skill that you need to have. And then we see the server. Yeah, yeah. So we see companies that, that just want to get a set of audio and then train a model. And that model almost always doesn't work. Now, there's a couple companies that might get better at it. But so far, all of them have to add more make the moral decision to work with doctors. And they will continue to do so I think. But I think it changes right now. It's kind of a weird vibe. So you got paid for that TTS project? Right? Basically, what? Sorry, I'm not trying to insinuate anything. Most people get paid for working on a TTS project, especially as for a brand. Well, that makes sense. But now people also get paid to train a model of TTS. Right. So what is 8000? Yeah, I was gonna say entered to just go further on that it often says like, your voice won't be used at all in the final recording, but it will sound exactly the same as your voice like, that's the thing that gets left out, change it change it slightly. Yeah, yeah, well, and most most of these training models are so I trained is, let's say version one of Toby. And I, the model learns from that. And then for version two, I basically need to re record for it to be good enough. So if anything, you most likely will end up if you want to really train a model, you have to record the same version like three four times. So they have to put in their audio constantly. The The, the thing where it will go is the other way around, where I as a voice actor, I'm gonna have to pay a company to record an average of my voice. Because that's the flip side isn't it? is the fact that if I am okay with doing that kind of like non acting sort of stuff work, but I have a good profile and a good voice and a great model, then Yeah, why not make money while I sleep? passive income? Yeah. Well, so then it becomes a selling point. Yeah. Right. Now, it costs between five and $10,000 to do that, so there's no way people are gonna do it, because then also running the models after it costs too much money. So, but that's something that will happen in the next couple of years. That's a very interesting, what do you see? I mean, the there are some clear and the obvious ones, but the the moral and ethical issues around TTS have been in the headlines recently with bib standing my previous guests with the TIC Tock voice scandal. And it kind of comes down to something I'm not interested in at all, which is legal issues, I hate everything to do with fine print and contracts. So instantly fall asleep when reading. I always think when reading kind of why don't you use terms that I understand? Yeah. How can you make one sentence as convoluted as possible, but yeah, so like, like the crux of it seems to be the fact that you know, you're hired to do something like train, train this voice for this purpose. If that company then gets bought by a parent company, they inherit the assets of that. And, you know, that's what it sounds like happened with the TIC Tock case, we don't know exactly what happened, but it will come out in the wash. But like, there is this issue of of not knowing where all you will go and if I create a voice model, say, then someone can make me say, like, whatever they want, how do you stop it getting misused? in the marketplace, or pirated effectively, someone pirated my voice and started selling me? I might not even know about it for a while. But I think there's two things there. Like you could essentially you can break down what happened to best standing as a breach of contract somehow, right? Again, I also don't know the details, but assume that's the case where I was I was doing one thing, but it got used for something else. Right. That's a breach of contract. And it's even salary that have happened in this case in AI but it happens. Occasionally. It happens in all types of reo where I do it for a and it gives us for me getting past that you're right. So if I sell my AI version of a voice to one company and they use it for other, how do how do we deal with that. And those, there's two items there. One is that at the same time that AI is developing the treatment of, and protection and security of content is also increasing at a higher level, right? So you can, if you if you start to generate your audio files, encrypted Lee in such a way that you can trace them back when being used unless it's in an internal corporate structure, you always have a foothold on it. So let's say it happened. tik tok is integrating a new voice that you actually recorded for someone, something else you can trace it back to being your original recording or your original voice, there's ways to trace it back to you. So there's a technical protection side, in the same way that AI is developing that can help voice actors. Then the other part is, I don't think there's a very standard template for contracting on how to deal with AI to make sure that even when there is a full buyout, and there's this still need to be limitations, because full buyout is something that we in industry know is like kind of useless as a concept, right. But it takes about two years to try to convince the client of how useless It really is. So you need to have the terminology buy out there and then still have a contract that is factually not a buyout, though with limitations. But I think we would have to build those those, those contracts to get I would love to work with, with the union or with a company like Greg for the brain on that to have a template and strictly promoted. So whenever people purchase the services of an actor to train a model or to record a voice, they can use these kind of standard contracts that help prevent these kind of problems. But there is a use case where AI gets smart enough to turn Toby into Toby plus Rolf, and then we have 12. Right? And who own stalls, right? So, but it really did, but yeah, that might happen. I have no idea how to control that right now. Yeah, it's an interesting world and lots lots, but it's a very niche problem. Yeah. Yeah. That's the tough situation. Yeah. is unlikely to be the future of AI. Yeah. I mean, you do meet voice doppelgangers. Like I've, I've, I have friends and family saying, Oh, you voice that new thing on TV? I'm like, No, I didn't. And I listened to it. I didn't think it sounds like me. But you know, like, there are people that do sound like quite like me sometimes. And you can't go and sue them. If they suddenly we decided to do a voiceover. So Oh, it's such a tricky area. But I mean, I like this idea of having like voice marketplaces effectively, where you could weave or servers could create their own voices and sell them in some kind of partnership program, perhaps. And perhaps there would even be a facility for people who aren't even voiceovers to start designing AI voices. I'm not sure. But, you know, that's an interesting thinking creative first. So I think right comes back to the vision I I shared earlier that if we think of the problems that are facing the industry and think about a creator, and by the Creator, I think both sides, but the specific specifically, the boys can put them at the center of this. And then if we wasn't three can give an overview, hey, these are the companies that are AI, this is what it costs to record a voice here that changes the dynamic of how we look at AI, right, and exposes all these companies that are out there. Because at the photo community is if you really want something there quite strong. Certainly. So what's voice 123 doing in this new TTS environment? Like it? I mean, you know, I guess have to tell us the entire plan now, but are you formulating a strategy based on the research that you've done over the last six months in this report? Yeah, so the idea would be to already have a character voices on on voice on 234, a group of actors this year, but I'm thinking, I'm not sure if character voices is the right way to go might be just, I also have a, just a one version of Toby on my profile was going to start with a small group. And then, depending on how that goes, roll it out to others, but that would be my ideal version. Now, there's all these engineering complexities behind that how to make that work in such a way that people actually enjoy using it. But yeah, I step one is that and the other. The other step is I'm trying to collect as a bad word, but I'm trying to get as close to as many AI and TTS building companies out there. And ideally, start allowing them to, to have like a football voice actors to work with them on voice on two, three, directly and open. Because I mean, you hold that position, then we've been a marketplace and having all those voice actors and clients and, and imagine as a TTS TTS company that needs an AI voice, you need to go to voice authority, because that's where a voice is. And then there's this contract in the middle that protects the voice actor. That will be like a golden situation. That works for me, like I'm not necessary. Not necessarily a revenue driven idea, it's more that any network effect that which was on three more at the center of yo, it's good for voisins during the long term, but that's my, the reason why I'm doing Yeah, brilliant. Absolutely. Right. Well, I'm gonna pivot out of TTS to ensure that we touched on before, which is new voices wanting to get into voiceovers because you've got this new new guide called How to get into voiceover, which is part of the the the booth which is kind of like your new kind of what's the what's it's a resource for, for voice actors who are working already, and people are new to the industry. And there's lots of good stuff in there. So I encourage you to go to voice 123 dot com slash the booth and their their voiceover guide is on there. What do you say to the sort of seasoned, grizzled voiceover actors? who say that, you know, there are too many newbies spoiling sort of the ground? And you know, we there just seemed like, there's far too many people these days. I'm obviously not one of them. But like there is the attitude out there that we shouldn't be training so many new voiceovers. Yeah, I mean, yeah, I also want everything for myself all the time. But that's not how the world works, I guess there's new, there's new talent coming in. And they're good. Sometimes they're not good. There's people that want to work with younger people. There's people that want to work with older people, there's room for plenty of people in his voiceover industry, like audio is the fastest growing one of the fastest growing industries, especially in entertainment, it's the fastest growing industry, there's plenty of space, I think of anything, be part of that educational wave, right, don't push people out, don't try to keep this this small corner of the VR world for yourself, because that's how you're going to get kicked off. So as a old, older grizzled veteran voice actors, I think they can be very open to whatever new type of work comes in. And you can learn from how the younger ones do succeed, and vo, right. Because the to one of the other things to how vo has changed is I think it's very clear to were quite anti agent, right? We came into existence thinking the whole agent model. Why? Right? Because it's a closed industry that is about networks, and these agents control these networks, and therefore you have to go through an agent to go to a play, let's get out the agent. That's the plan. Know that. But if there's an agent, you as an actor perform a different service than when you work directly with play. Because if you're an actor with an agent, you're acting, if you're an actor, without an agent, you're providing the whole service, right. And part of that whole service is being able to be good at customer success. And being able to very on top of communication, when we get to see these younger, new coming, people that are not biased by how the industry works, we're really excelling at that we want. One of the things that we realized researching our clients is that they want three things, they want a good voice, obviously, they want a good quality. And by quality, I don't necessarily mean high acting skills just want to have good audio quality, most of the time very consistent. The second part is that they want to have ease of work with easy to work with, I just want to have a person they can get along with. And people are fast. Right? So that's one of the reasons why I think not the booth is not just for younger people. I think also the next generation should be aware like that the industry has changed and what people need when buying a voice actor of voiceover has also changed if you look at our Platinum members on wasn't the three, most of them are successful, because they have some form of assistance is their partner with helping with admin and communication, or they have actually hired people to do so they created their business as as a bit of an industry, bit of a company. Now, bringing the back to, to why we started with the voiceover guide in a booth in the first place is that basically, most people that either want to go get into voice acting, or they want to buy a voiceover for the first time, or like me go into a conference talking to you. No idea how to shoot goats. Can you walk me through it? So we realized that people who are using boys on 232 for the first time we shouldn't unboard them on what voice 123 is we should onboard them on Hey, this is how the industry works. Right? This is what is required of you from a voice actor perspective perspective, like these are all the terminology to start with. This is how you set rates. This is how you record these are minimum requirements when talking to a client ideally, that's where the older generation helps those younger generation hey don't undervalue yourself. Don't do it for 450 bucks. This is priced way more. I know you want to get started but if you if you set your brand to be exclusive from the get go, yes future and then from the from the voice over buyer perspective. Imagine having never heard of voiceover You're having to run a run the project management for your firm in your second week in the job. And you need to get a voice over, you're going to voice on three or even two voices, are we going anywhere? you're confronted with a with a form that says usage? But I don't know what that is, right? or What does it mean it cost all these kind of things? or Why should I choose an accident? or Why should I choose a male or a female or non binary? What do I do here? So we realized that we need to build an educational space where people can learn these very basic things, while also working with the with more senior voice actors and exposing going to hate this is how the industry is now in a modern day vo it's about customer service. And it's about audio quality. And it's it's about fast reply time things is changed now, or this is how a what AI will impact. How will impact voiceover, we're trying to, instead of feeding this kind of material to all these other companies, we try to also be a space where we introduce people to the world of you from both sides. And that's why the booth is there. That's what a guy to do is there and to have those basics, but also to have people updated about these industry trends that are constantly changing. Absolutely. I mean, it's one of the goals of growth for the brain, of course, is to Yeah, you know, that's what we always promote them, because I think they're the best out there doing it right now. So I, I again, ideally, we would refer people in a booth to go to great photo brain to get a course right or to do a webinar on a specific function. Like we're not going into that part. Yeah. And I'm like an 18 different countries. Now at some it's kind of a worldwide thing. So we're, yeah, I mean, can I can I add one more thing to that? Oh, yeah. It's it's very obvious that we never really realized. But I think what was intriguing give the vo industry in the VR world is mostly insights about clients. One reason you're envoys on two, three is because there's work regardless of how we, how we get started, who the people are, in the end, you'll go to version three, because there's work in view, and clients come to us because there's this large database of people, I can find any voice that I want to be treated like the Google Voice. Right? The we've always focused, it's kind of coaching sessions. And it's kind of training materials when it comes to voice actors about, I think, outdated version of what a voiceover buyer looks like. What was intriguing do is, keep people informed that this is what's happening now, hey, conversational is not the most searched term, like get into it, right? Or we see IVR is dropping, change, or planes really like this kind of service. When you add that to your to your portfolio when it comes to turnaround time, or are these are these are popular financial admin accounts that most companies use, if you want to work payments directly get this kind of software, I think that's where was on three can really leverage the 20 years of experience that we have by just being more transparent and more open and educating more people about hate this is what clients want, instead of voice actors telling other voice actors will play in one's stuff biased. Sorry. I mean, do you do ever release sort of sort of big data? conclusions about your sort of the clients on it? Because I've definitely noticed between the platforms there are, there's a difference in the kind of clients that you each attract, because of your, I guess your different advertising and SEO, etc? Do you because sort of constantly measure that, to make sure that you're still you know, finding the right clients, or the clients that I suppose have been become used to? Yeah, so thankfully, we there's a high sense of loyalty. But if you don't get the next type of client and I never the platform, you're dead, right. So most of my, my focus is, and our theme should always be focused on trying to get more work for voice actors. So we're trying to look who that new segment of of content buyers is. And that's why we're also looking bigger than just vo, like most people, work in vo, not directly but indirectly. So we do segment our user base, I wish I could see what the other companies have all the time. I know it partly, a lot of most of the data you can, through proper researching can do it publicly, you can you can find it. So what is very common in vo world is that a project that's posted on voice on three is posted on voices is posted on Bodog or is posted on other ones, because it's basically clients hedging their bets and voice actors on all the platforms. So if anything, the kind of job that flows through through our platform and other platforms, I think you're in a better position to make that comparison. But we can provide a data from our end but it would love to learn more from what the differences Absolutely, yeah, interesting. Um, one other thing I was gonna say about your the voiceover booth is like um, what I think is really important when when talking to sort of newbies about coming into the industry is is like a reality check. In terms of like, like when you start, it is really hard and it takes ages to get that first gig, you know, I think it's about 90 is the average 90 auditions to get a job like in your first couple of years, which is pretty accurate. So you like you have to love it first. And just do it because you love doing it as opposed to like trying to find a financial incentive. And I think it is it is fairly, you know, realistic this, this report this guide that you've made, you know, which says, you know, it's common to fail about 50 to 60 to 60, on online auditions before landing a job? And like, do you have an average sort of, I do pull stats on sort of, you know, when people join, and if they join as a free member or a premium member? And when they sort of drop off? Is that a thing? So people who, especially let's hit it, we call it the pandemic effect, right now, there's a lot of people who bought memberships last year, and I realize, holy crap this. Right, so they're not renewing. And we see that even without a pandemic, there's a lot of people who purchase, in our case, a membership on our platform, and the first time reactive in a couple of months. They realize why am I not booking? Why am I not booking women and booking and then staring away? So first year voice actors have a low renewal rate is what we call it internally. And that's from the voice actor side. And, and, and, and because this industry is partly driven by fame, right? And fame. Also in vivo, we're looking at a couple of top actors. That's why we have awards. Like there's, there's all these different kinds of awards in the VR industry compared to other industries that are creative. That's because we're so close to the entertainment, but everybody's looking at those people inside. If I want to be like, Dolby, I'll be like, Am I going to be like those people? And I'm going to get there because I have a mic, why not? But then we then they realize, okay, 60 to 70 to 8090, auditions one job. And then then one job is not as being like 100 or 200 bucks, that's not gonna, that's not gonna fly. And, and we had an influx of 1000s of users, I think, two years ago, because one video that promoted free money, right, go into view, it's free money. And all these people sign up. And they boast and it's all not good enough, and then they all get disappointed. I think we're gonna have these inflows, because it's quite of a closed off industry and outside looking in, you think I can do that? And then you realize you can't, I can't talk. People told me I have have a great voice. But it's not about that. So yeah, there's always a high turnover rate for first first time starters. But there's also at the same time, once as a voice actor, you figured out Yes, I always need to bring in new people. And I need wasn't three to give me leads. And I go to I go on voice I go and other sorts of do the same. Where did you stay in industries, of course, that you get those repeated flights, and you build that network, and they start to recommend you to others, nurturing that relationship? So the first recording session together and the first deliverable, and then what happens afterwards? That's where you stay in industry. That's the kind of data we have we like we only have that because we talked to a lot of people. And that's how we see people who are successful how they are performing. With go back to your original question. Yes, we have a lot of people who get started and then get disappointed. There must be a lot of like, Focusrite Scarlett solo interfaces coming up? At the moment? Yeah, I think so. interface. Now, I realized that we've we've spent so long talking about TTS, we're kind of going over time. Hopefully that's okay with you. I'm enjoying the conversation. No, I'm enjoying it as well. Fantastic. So you are also this is completely different topic. Now. You're also the leading one of the leading kind of voices in the application of like the new remote workforce, you know, ways of running corporations, large corporations, with a completely distributed workforce around the globe. You were doing this well, before the pandemic, I believe. Yeah. And you must have had a lot of people asking you how to do it because everyone's had to do it. So yeah, no, and, and, and in COVID, working remotely is different than working remotely without COVID because with COVID you working in a lockdown sucks. Whether you're working from home or you're working in the office, right? a lockdown is a lockdown. So I think there's a maybe people are not enjoying remote work because of the circumstances that we are in right now. If you also have to homeschool your kids, and you have to work from home with both your partners then it's going to be tough. But yeah, so we we have out of necessity wasn't as built as a remote company. And every sequential company that Alex has found has also been remote. So I helped him set up multiple companies in a remote structure. The the reason why we got to be reminded that Alex and Tanya were living in the US at the time started a company wanted to hire talent. Most of their network was in Latin America. So they tried to bring in people to San Francisco and When there were a visa visa issues, and then Okay, screw that, let's just do a local office and then Hey, why don't we just make a digital space where we build this company and that sort of organically grew and what we are right now we have like 12 different nationalities? Are we mostly talking timezones with all the different time zones in our in our company, and we try to build a digital structure for us to work together. And it's basically we're meeting most of the time, like, you and I are meeting now. And then we try to do one or two company wide retreats every year. And we try to get teams to work together in a space because in the end, you need to also see the people that you're working with, in real time, because right now, for example, we could be the same height. It's number one question, when we do a retreat is go to everybody's height. Everybody get, it's always wrong, right, because you have no idea how tall the person is. But so you have to do this kind of retreat to have super bonding, but in terms of how it changes your life, to be remote, working, like I moved back to the Netherlands, I was living in Colombia and working in the US, Colombia and the Netherlands. And last couple of years, I moved back to the Netherlands, and work in my home office. And my lunches are with friends and family. Like the whole concept of office work, especially in industries where you're required to work five to six days a week, 10 hours a day six, let's say eight to 10 hours a day, then you have a very small soldier environment. I think if you have remote work, people can come back can become active in the community. It's a fun, it's one of the reasons why I'm so in love with remote work is it allows me to volunteer here, instead of to do recover. It's not that I don't love my coworkers, but there's all these all these beneficial items from a more workout in a pandemic. It's been it's been accelerating how people do remote work, and I finally was able to help other companies make that switch. So most of the intrapreneurs that always looked at it saying you're stupid, you do remote. At the moment, they have to go remote. How do you do this? And what, what what remote work basically force you to do is you write down or you document how you work at a detailed level, not to micromanage people, but to set expectations because people work in different time zones. Don't work away from each other as a question that country taps you on the shoulder to send you a quick text or something, you don't want to do that. So when we have a massive Handbook, with a this is how we work together, we have it on a detailed level of how you organize yourself in a zoom environment, right? Never camera off, that kind of stuff. So we have all these details, behavior expectations, and how we communicate with each other. And it makes work go very efficient. guy I like efficiency. There's lots of similarities. Actually, I've this let's get to you say what those things are between being like a global working voiceover artist, I was thinking because like, I mean, I work in, you know, four or five different time zones regularly. So I'm like, whenever I'm conversing with someone, I'm also automatically doing the calculations and adding or taking away a day because I'm in New Zealand, which usually means taking yours was extra hard. Yeah. So and also the fact that like, there is this like, there's an etiquette between in communication with clients and stuff in it has to be, you know, everyone has to be on the same page effectively. So like it is it is like, having, you know, my own voiceover business is a lot like having like, like having a remote workforce, except for the kind of my clients you know, which is quite interesting. Yeah. And I assume especially with client you have to set these kind of expectations on a call because they even though they're, they're working with you, you're again the expert so walking them through it. And I think the other similarity is that even though it's a lot of fun to do all this remote work it also has the risk of being isolating a bit or there is potential to be more lonely compared to go into an office even though people in offices can also feel lonely Of course. So that's why I think these these big conferences like one voice conferences are so much fun because the book to finally talk to each other and then you feel that vibe of I've been in his studio and I'm It's so fun to be here and that kind of stuff. So it has other dose peaks are even higher compared to other congresses do I think if you go to a conference, let's say in accountancy, it's a different vibe, because there are surrounded by accounts all the time when one voice actors meet, and we get to go to those conferences. We're just so excited to be absolutely, I mean, I feel like there's so much more scope these days. Like, you know, we were talking before, you know, you live in the country, I live, you know, way out in the middle of the New Zealand jungle. And I used to live in Auckland, and like had an apartment that overlooked the Auckland Harbour Bridge. And they were always traffic problems from people trying to get from one half or come to the other. Everyone falling across the bridge just to sit in cubicles in their office and then like talk to people on zoom. And it seemed ridiculous. It was like surely we have The technology where people could do most of this work at home, and why between the ages of nine and five, it's like, as long as you've just got tasks for people to do, just give them the task, and just like your job is to solve this task. It's not to be in the office at this time this time. And I feel like that is I think that has made a massive shift towards a task based economy as opposed to an hours based economy. That's the biggest change, I think that's for us also was the nicest change, like already weeks, a month, once years ago, we work with the concept of, Hey, this is your responsibility. This is the impact that you need to have, tell us what we need, give us your roadmap, and then you work back, it's not a boss telling an employee say, Okay, well, maybe five, and then you do this from eight to five. And so end of the week, you need to deliver this, that's not how life works. That's not how your professional office space needs to work, you need to be more in control. But it's also harder. And because from two sides, one, I think, because of the pandemic, a lot of leaders who work and who lead from a position of control are going to feel massively in a remote setting, because they feel they're in control when they can see people work. And, well, if you're at home, especially with kids life happens also, you're not able to only take a break from 10 to 1015. Because my toilet, my daughter has gone to the toilet, I need to help her out, right, or I'm just that was a rough breakfast to get to get started, I need an hour break. Like if you're on a human level, you want to be more in control of that time with leaders want to be in control of your time, and those leaders tend to fail. People in in remote settings from a team member perspective also tend to fail when they're waiting. So whenever you're working from home, you need to have a sense of productivity. And you need to have a sense of accountability for the goals that you have. And you need to really get help in the problems that you need to solve. Now, so you need to be more in control, you're not necessarily waiting for your leader to ask you how you're doing, or for a leader to tell you what you should be doing. But on a personal level, you need to be very proactive. And that's where a lot of people find it hard, especially if they're if they're working in industries where they're not so where they don't feel an expert in. So those from the changes to coordinate mix leadership, and team member behavior. And I think if you get that clear, and you hire the right people in the right place, then remote, remote work can be a lot of fun and very challenging. Actually, it could be so challenging that you have to restrict people from working too much. One thing shows is that people keep on working. And you need to have a really clear routines like I'm not going into this room if I'm not working. I have I have on my computer I have a setting of work in a setting I'm not work, never mix those concepts or even change outfits when I stopped working to get those kind of routines going because I think there's the risk is burnout. Yeah, absolutely. Yeah, we've I've definitely had brushes with with burnout when you just try and do too much. And so we've transitioned beautifully from a voiceover podcast into like a business leadership. We must wrap it up at some time. I'm having lots of fun. Is there anything that you'd like to cover from a voice 123 perspective, that hasn't come up? I wanted to mostly Connect just with you. Because it's been a while that we've talked. So I enjoyed Thanks. Thanks for this. I wanted to have people learn about the booth and why we have those kind of educational materials there. And I always enjoy talking about AI. I think there's not much else that I wanted to share. No, I think there's good. I'm excited to read the full report about the TTS exam when it comes out. And and the serum you'll share it as soon as his life yeah, brilliant enters to see some of those those extra features sort of come off the dev rank and get implemented. Is there any way that people can? The best way to get in touch for sort of like feature requests? Or if they have problems with voice? 123? It's good question. It's under public roadmap that you shared. You can you can basically indicated, you're interested to be part of testing pools. Yeah. Right. So if you, if you type in your if you if you google public roadmap voice 123, it brings you to a link where you first of all, see what we're working on. And second of all, you can leave your feedback. And if you leave your email there, then we'll add you to a pool of those people that get exposed to earlier development cycles. It won't be perfect because we the way that we develop is very minimalistic, and then if it works, we scale it. So what do you get exposed to we would like better functions. Totally. Well, thank you so much for your time today. And yeah, I look forward to connecting with you at least on a six monthly basis and having a good because it was really nice. Thanks, Toby.

#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.