Let's be honest - placing a "process" on creativity can be a moving target due to its subjective nature. So how does an advertising agency, video producer or creative director ensure success from voiceover talent when every session is a little bit different? Below is a simple formula to maximizing sessions regardless of the different scenarios surrounding it.

1) Give the voiceover talent the script as early as possible. 

Often times the voiceover talent receives the script immediately before beginning a session, so there is very little time to prep or read it through. For the best performance from the start, it helps to provide the script (even if it is rough) at least 15 minutes before the session. This allows the voiceover talent to have any pronunciation questions prepared while also noting any tongue-twisters before the session, and marking the script for optimal performance.

2) Begin by playing the original audio from the voiceover talent you hired.

In most cases, an advertising agency or director has hired a specific voiceover talent based on the pre-recorded demo that the voiceover talent provided. 

It is preferable to begin the session by referencing this audio so everyone has an objective place to start from in regards to tone.  At this point, as the director, you can offer early feedback on the audition that provides a road-map for both parties on how the piece should sound.  For instance, “Chris – we liked the energy and personality you brought to this particular set of lines. In the first take, can you keep that same vibe but come down at the end of the line so it sounds more like a statement?”

3) Present a brief background of the concept.

It is surprising how often a voiceover session begins and the first comment from the director is, “let’s grab a take.” Time is extremely valuable, but before hitting the record button, consider beginning with a general explanation of the tone of the piece, the campaign and the company culture. For instance, "this is a friendly, welcoming piece inviting new customers to try out this company’s new product. Their current advertising environment centers around younger audiences who are in-the-know. So we cast you because in your demo, we liked how you sounded cool, hip and spoke to the target audience." Then, let the voiceover talent hear the music or see the rough cut of the picture with the scratch track. By providing a small amount of background information, this ensures that everyone, from the advertising agency to the voiceover talent, is on the same-page when beginning.

4) Lead Your Critiques with a Compliment

Every person, regardless of their field of expertise, enjoys a compliment from a professional peer.  Voiceover talent and actors are no different. During the first take, listen closely for an opportunity to praise the actor’s performance and consider leading your critiques with a compliment. This small gesture invites the voiceover talent into the creative environment and softens future critiques. By extending a small compliment, directors can establish a safe-space for creative-play, and bring out the best in the performer.    

5) Less is More
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Performance is subjective and collaborative by nature, so voiceover perfection is in the ear of the beholder. Therefore, power is having multiple options of lines in various styles of delivery for the final presentation to the end-client. Rather than explain at-length what is needed, mention a small critique and let the voiceover talent give you variations. You can then hone-in on the target by referencing your favorite take of the variations. For instance, “Hey, Chris - can you give me an ABC of this line with a little more attitude?” Then, “those three takes were great, and my preference is C. Let’s roll another set of three in the style of C."

Here are a examples of simple, brief phrases that work well:
"Chris - that was nice - let's try it again with more of a smile throughout,"
"Great, Chris; this time let's try it more determined,"
"Wonderful read; can we go again with a slower pace on the front-half?,"
"I love the delivery. Chris, can we emphasize this word on the next one?"

By keeping brevity in the critiques and leading with a quick positive statement, it allows more time to actually record so everyone can operate from an objective piece of audio versus discussing a subjective idea of what they want. For this reason, when offering critiques and asking for alternate versions of a line, less is always more.

BONUS TIP! Did you notice the words "we" and "let's?" Collaborative words work best when offering critiques, because the best creative is a team-effort.
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Did you find this helpful? Please reach out if you have any questions you would like addressed in future articles. For more perspectives from inside the booth and creative needs, please reach out at Chris@ChrisBurnettVoiceActor.com

When sending a longer piece of copy to voiceover talent, it is customary to not always send the whole script. Why? Because many times you will not want to listen to the entire piece from a voiceover artist, since there are many candidates submitting for one job. However, before sending the trimmed down version of your script to the talent, consider doing the following:
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Rather than arbitrarily picking a spot to the cut the copy, ensure that you are selecting a portion of the script that includes an emotional adjustment. Typical narrative pieces have a beginning, middle and end. For instance, in the commercial world, this might include a “problem and a solution,” whereas in the corporate narration world this might involve “where we have been versus where we are going.” 

​Therefore, if you would like to hear more engaging reads from talent, you must ensure that the copy has at least two emotional points in the trimmed-down version. 

By keeping at least one emotional adjustment in your script, you have an objective moment in which you can note a transitional tone from the voiceover artist. Not only will you hear more nuanced performances in the auditioning process, but you will also arrive at your session with confidence that the talent can interpret the longer version of the copy. 

If you have questions regarding your next project, please reach out.
Chris@ChrisBurnettVoiceActor.com
213.761.8212
ChrisBurnettVoiceActor.com