J. Michael Collins

Fortune Favors the Bold: Taking Chances with Your Performance

Twice in the past week, I’ve seen the power of bold, even edgy, performance choices on the part of voice actors validated by industry gatekeepers. In one case, a demo client who has a signature snark was signed by a sought-after agent who proactively reached out after hearing his demo that led with a two-bleep beer commercial as the first spot. In the second instance, Executive Producer Kelsea Seavey of Oberland in New York encouraged voice actors attending a GFTB webinar to take chances in their auditions and get her attention by being fun, edgy, and different.

As the pool of voice actors continues to grow, success may be defined by thinking outside the constraints of classic decorum and offering bold choices to stand out from the competition as someone who will likely be fun to work with.

Buyers and agents listen to dozens if not hundreds of auditions and reels daily. The terrible ones are dismissed out of hand, but once the 80% of non-viable submissions are culled, the remaining 20% are still vulnerable to very fatigued ears. In today’s marketplace, making vanilla choices can often be more dangerous than taking calculated risks.

Over the summer, I booked a fun campaign for a trendy credit union by dropping a full line ad-lib into the first take of my audition. The read was about the initial lockdowns in 2020, and the script went something along the lines of, “You probably did some stupid stuff during the lockdown, like filling your living room with toilet paper, or letting your cat run that Zoom meeting….” to which I added, deadpan, “Yeah, your ass is fired,” before continuing with the rest of the script. The ad lib got me hired, and they added a version of the line I created to the actual spot.

Now, this was not a 5 or 6-figure job, and I might have been more circumspect if it was….but perhaps not.

If there’s one thing my voiceover career has taught me, it’s that fortune favors the bold. Half of the battle is just showing up. The other half is making them remember you.

Of course, you always run the risk that you’ll land on the desk of the uptight individual who doesn’t appreciate South Park and American Dad-style humor. However, it’s not always about shock value. Sometimes being bold can mean going way off-spec on a B-take (or even an A-take if you’re feeling really frisky.) I booked a series of Boost Mobile national TV spots several months back by ignoring the spec on my B-take and giving a read I thought might fit better. They went for it. No edgy humor….just their copy in an unexpected manner.

Sometimes, these choices can best be deployed on unexpected content. I’ve booked countless E-Learning and Corporate Narration jobs by unexpectedly dropping an Easter egg into an otherwise bog-standard read. It can pay off if you are the ONE talent among a hundred who takes a shot.

That said, be careful, and trust your instincts. There are many places where ad-libbing or taking an odd approach with delivery style would be a poor or inappropriate choice. A spot about a deadly disease or missing kids is not the place to demonstrate how clever you are. And when it comes to demos, be aware of whom you submit them to. I can think of five or ten agents where a well-placed bleep could get you signed…..I can also think of five or ten who would mark you down for it. You should discuss this with your producer before considering going over the top with your demo. Making a more vanilla version of a spot for a specific audience should not entail a lot of extra expense.

In the end, however, today’s buyers are getting younger and younger. They have grown up with edgy takes on life to a degree that previous generations did not. Safe and vanilla are not the order of the day. Fortune….favors the bold.

Guest Blogger Jenn Henry: It’s Okay to Not Like Things. But Don’t be a Di*k About It.

by J. Michael Collins 1 Comment

“Don’t be a dick.” Simple, right? What does it really mean though, “Don’t be a puppy-kicking baby hater?” In broad strokes, sure, that one is simple enough; but is there a gradient? While, “Don’t be a dick,” might not have a full 50 shades to overanalyze there are things easily taken for granted that amount to joy-sucking, and…being a dick.

It’s okay to not like things. Don’t be a dick about it. There’s even a song. https://www.youtube.com/watch?v=0la5DBtOVNI We see it daily…. ‘dick moves’ strewn across social media outlets. From celebrity to next-door neighbor, someone posts, “I like this!” and others are quick to fling poo at what they like/support and/or them personally for their expression. Another manner of such is to post one’s own poo fling at something/someone others favor. In our own little enclave, we relax to greatest hits like: “P2Ps suck.” “I love [insert event].” “This [insert event] sucks because” “You’re ruining the industry if you [insert one of 319 things]” “I’m new and [insert one of 319 questions]”. Negativity ensues and five comments into a thread everyone is acting like a dick toward everyone else because for some reason if someone is going to stir that pot, the stew is not complete without what we have to add….because, obviously, what we have to add is going to stop the room in its tracks and unify all to our perspective, right? Egos are cheeky like that, eh? By the time the thread finds its conclusion what’s the takeaway?

It is important to note, I have no amnesty. I am the occasional hypocrite, perhaps for even writing this. Adherence to such a mantra as, “Don’t be a dick,” requires continual measures of gut-checking, staying in the present moment, and sometimes my ego drives me to believe what I have to say will somehow make a difference in these spaces. Not so much. What it does do is afford me the opportunity to have endorphins released when people “like” and agree. In truth, I am sullying my own space and that of others because negativity is and breeds negativity. If I need validation, approval, and endorphin spooge, (which I do…don’t love to admit it, but, yea…it feels good, so…) funny anecdotes and dumb memes garner positive responses without crapping on someone else’s doorstep and are no less meaningful. One choice is 360 positivity the other is mixed at best.

You have a choice. Don’t be a dick. This component empowers well beyond our media, social and otherwise. This is all about knowing we have a choice in each moment and making the ones that best serve our own space, those continual measures of gut-checking, staying in a present moment, and understanding how we impact our sphere/space and all who encounter it. This is actually about, “living in gratitude,” (which is not necessarily the same as having gratitude for something particular.)Living in gratitude changes our perspective, it affords us the opportunity to ask ourselves, “How important is it?” “Is it a concern or a consideration?” Have you ever been running behind and that, “domino effect,” kicks in? We have the opportunity to not be a dick by taking each moment as it comes. We have the ability to stop the spread of our shit day, and/or even start a positive chain of events for another by simply being aware of our footprint on our heart and headspace as well as what we track across that of others.

Living the mantra, “Don’t be a dick,” means every day you eat rainbows and fart sunshine!…no, that’s dumb and unrealistic. (It is possible to barf Skittles and that’s a kind of rainbow, but I digress) It absolutely means we can 100% add to our own joy by not sucking it away from others. Be kind. Be gracious. Be appreciative. Live in gratitude and much falls into place. One part of that can be before we take to the keyboard to be brilliant, insightful, and persuasive by way of pissing in someone else’s cornflakes, to remember, “It’s okay to not like things, don’t be a dick about it.” Or In the words of the incredible Craig Ferguson, “Does this need to be said? Does this need to be said, by me? Does this need to be said, by me, right now?” The answer is usually, “Probably not.” Live. Laugh. Love…and don’t be a dick…it just makes a better life.

Never Give Up: Guest Blogger Brad Hyland

by J. Michael Collins 10 Comments

Today I turn the blog over to one of our industry’s rising stars: Brad Hyland. Brad’s an award-winning, professionally-trained VO with hundreds of high-profile credits under his belt, including as the voice of Santa from Elf of the Shelf. He also coaches, and Brad is one of 2020-2021’s Unicorn Award nominees at VO Atlanta for his contributions to the industry. He stands about 6 foot 11 and is built like a tractor, which is why he’s also the head of the JMC security detail at live sporting events and lobster hunts across America. Check out Brad’s fantastic insights below.

I first wanted to title this blog “NOBODY has hired me today.”

But that sounded too negative, so let’s try this…

“Never give up….and Love your returning customers.”

Those are my eight words of wisdom for the day. You’re welcome.

Never give up.

I really don’t need to talk much about never giving up, do I?

But…just in case… Never give up!

It only took me 30 years to finally “never give up “on my dream of being a voice actor.

I will never forget that sunny day in April 2015 while out for a bike ride… yapping incessantly about wanting to be a vo artist…my wife stopped in the middle of the bike path and said, “You have got to do this!”

So, she retired, and I quit my 33-year career to become an entrepreneur.

Yikes, right?

Now, after five years of being full-time in the business, I can tell you that each day is a new adventure and I am genuinely grateful and happy every day for what I do.

Funny though, even though I was first trained long ago…and went into voice acting as wide-eyed as I thought a person could be… I still wasn’t fully prepared for the ups and downs one goes through on the way to making a real income in voiceovers.

So, if you are struggling in any way before you even think about giving up > CONNECT.

Connect with someone in the industry that you trust and respect.

Michael Collins has always been one of those people for me – as have many others…. like Brigid Reale, Bev Standing, Dana Rizzo, Josh Alexander and Pat Kirchner. Everyone needs folks like these in their corners.

The struggle can be palpable….and the ups and downs are downright freaky at times.

One week you’ll feel like there’s a cash drawer where your underwear drawer used to be… And other weeks are dismally quiet. It’s just part of the territory…. and I wish I had a dollar for every time I’ve had a slow week… wishing I had a dollar.

In 2017 I learned an early lesson about not giving up. I had booked one nice job voicing a spot for Prestone Antifreeze. They loved what I did and I was told I was in line to voice both the fall and winter anthem spots….and maybe be the “Voice of Prestone”. But two days before the session they called and told me I was OUT…because a new creative director had been brought in and he had someone else that he preferred.

Back then, a wise man gently told me, “Get the hell over it man… You were the ribeye steak, and he wanted salmon” (or something very much like that).

Sometimes it doesn’t matter how good you are, they just want something else.

Something else DID come around… Shortly after that, I booked the role of the voice of Santa for Elf on the Shelf. A fabulous customer that I dearly love…and a recurring role each year since then.

My wife has been a huge supporter and is always reminding me that the next great job is just around the corner! Ya got to LOVE being married to your own personal cheerleader :^)

Making a real living wage as a voice actor can be tough for sure, But the benefits are so worth it!

Returning customers are VO gold.

Returning customers always pull me out of a slow time.

My mentor told me one time that getting 100 returning customers can “float” your voiceover boat. That specific number of returning customers will be different for each person, but I’ll tell you… It’s the truth.

In fact, when I do hit a slow couple of days or even a week.… Inevitably, it’s the returning customers that show up in your inbox and shine a little light on your day. So find a way to love and keep every single customer!

Get excited about each new customer interaction.

And ZOOM into great customer relationships.

I try to let every new customer know a few things about my business when we connect to talk about a new project. That’s why I always try to get them on a quick zoom instead of just email or a phone call.

I love to meet new people…and visiting and chatting with people from all around the world on a quick zoom is some of the best time I spend every day. Also, I’ve discovered that my foreign customers are quite fond of WhatsApp.

I have had delightful chats with people all around the world using WhatsApp. It seems like a more conversational and friendly way for them to communicate. They send audio files for pronunciations, and sometimes like to just send me audio notes rather than typing me something.

Also – when you set up them as a new contact on WhatsApp, you will often see their picture as well.

My customers are my lifeline.

I let my customers know how important they are to me, and I never try to get just one job and then move on to the next customer.

I have discovered during (yep, here it comes) “these difficult times” that customers are not only used to using Zoom, but they are also very willing and open to meeting virtually and learning a little bit more about each other. If you are not offering zoom sessions to your customers, I highly recommend you start. Making legitimate and genuine connections with my customers is a very valuable part of my business.

I would love to hear from anybody that has a thought or a personal lesson learned about “never giving up”.

And if you’re struggling at all, I’d be happy to chat with you!

Brad@americanvoicepower.com

Talent or Training? Voiceover’s Version of the Chicken or the Egg

by J. Michael Collins 3 Comments

Talent. It’s defined as, “A special, often athletic, creative, or artistic aptitude.” This word frequently gets conflated with another word, ability, which is, “Possession of the means or skill to do something.” Cue the debate among creatives about whether the innate possession of talent or training is the key to success, or whether talent is simply a matter of skills acquisition.

In most cases, they work hand in hand. They are both important to success in any field, voice over being no exception. When searching for justifications for why someone is successful or not, it’s rarely a cut and dried matter of someone possessing inherent talent who utters one word in an audition and lands a career, or someone who could not string a sentence together without losing their listener simply working hard until they rose to the top of their game. Do both happen? Sure, but rarely.

Let’s talk about talent for a moment, and why it’s important to have some natural ability if you want to succeed in voiceover. Natural talent in voice acting is like an aspiring quarterback with an incredibly strong arm. Players like Jeff George and JaMarcus Russell demonstrate that talent alone is no guarantee of success, but there aren’t many guys who make it in the NFL as a QB who can’t put some heat on the ball.

I have to say that most of the people I’ve seen hit six figures plus in VO have a level of natural talent, (and no less important, well-rounded knowledge of the world,) that makes performing relatively easy for them compared to most. That isn’t to say that they don’t have to work at and refine their craft, but rather that they have the most potential for growth and success through training and development. The more talent at the start, the easier it is to acquire the skills needed to move farther in their career, faster.

It’s not that hard work doesn’t pay off. It can. I’ve seen talent I would define as mediocre, (and they might define me the same way, to be fair,) earn hundreds of thousands of dollars a year in VO by dedicating themselves to building a business that maximizes their more limited skill set. I have also seen others fail despite being world-beaters in terms of natural aptitude, for lack of hustle.

That said, I do think the message of “keep plugging away,” becomes harmful after a while……if you’re not seeing results several years in, that’s the market telling you something. It doesn’t mean your dream is over, but it’s a strong signal. Always remember to consider the source of advice to keep at it when you are in the red after years of effort or investment…..are they trying to sell you something?

There’s a culture of, “This thing takes ten years,” out there that strikes me as being driven by a sales-based agenda. It really doesn’t take that long for most people who are going to make it, (there will always be exceptions.)

Hard work and diligence are important, but be honest with yourself about your skillset, because fundamental talent does play a part, which is why musicians and actors and even some broadcasters often have an easier road in VO. And yes, you can keep plugging away and working hard, but if that effort is not paying off, you may be happier expending it elsewhere, and you may avoid throwing good money after bad.

Respecting Your Agent’s Worth

by J. Michael Collins 2 Comments

A voiceover agent’s worth and rates are a very common discussion among voice actors. Whether it is a talent just starting out, or experienced professionals encountering a new type of project they’re being asked to quote that they’ve not done before, or others wanting to make sure that their quotes aren’t undercutting the market, it seems like this conversation is everywhere. But often we ask our colleagues, consult existing rate guides, and post in Facebook groups all while overlooking an excellent source of information on rates and how to negotiate them – your agents. Agents are a great resource to help you when you are struggling to figure out how to charge for something. After all, that’s what they do – evaluate and negotiate rates. All day, all the time.

Walking a good job into an agency can often be a leg-up in getting representation if you aren’t already signed. And if you are already on their roster, bringing your agent work is a great way to stay top of mind and build rapport. Also, it establishes a more collegial relationship based on trust between you and your agent. They don’t earn if you don’t earn, and the more motivated both of you are to bring in income, the better for the relationship.

Additionally, if talking rates with potential clients brings up all kinds of emotional blocks about bragging, or claiming your worth, an agent is the perfect representative to do that for you, and can often negotiate a higher rate than perhaps you would do for yourself, or find other ways to negotiate to better your position, (Shorter usage, no in-perpetuity, renewal options, etc).

HOWEVER…if you ask one of your existing agents for help with a rate, you have a duty to offer them the opportunity to handle that job for you out of respect for your relationship with them.

Furthermore, it is not right to expect your agents to give you rate advice for free. You are asking them to do their job for free when you ask for rate advice but don’t offer them the chance to negotiate on your behalf, and that’s no different than a client asking you to do a VO for free as a favor. So be sure that you respect their time and expertise and be willing to compensate them accordingly.

A good agency relationship can bring a whole new level of success to your business, well beyond the auditions they send your way. Don’t overlook opportunities to have talented negotiators on your side.

Judgement Day

by J. Michael Collins 10 Comments

If you follow VO discussion groups on social media, it’s hard to miss the urgent and sometimes panicked tone among VOs regarding the subject of AI or Artificial Intelligence voice over. There seems to be a pervasive fear that we are all about to be replaced….sent to the unemployment line by our new robot overlords…destined to go the way of the typewriter, VCRs, and my once-impressive head of hair.

Well, you may indeed go bald. There’s nothing I can do about that. But, I can give you reassurance that the age of AI voiceover may in fact be to the benefit of serious professional voice actors.

I understand the gut reaction of VOs to AI, but the fact is it’s an all-or-nothingburger that will either massively impact you or impact you virtually not at all, (and perhaps positively,) depending on how you are presenting yourself to the market.

Remember, AI can only ever be AS GOOD as we are. Never better. Cheaper, yes, but dynamically directable? Hardly.

That said, it is not to be dismissed, otherwise companies would not be pouring millions into the technology.

This technology is virtually guaranteed to ravage the lower end of the market. Clients buying on price generally don’t value quality, and they are going to FLOCK to AI because in their mind even $100 for a commercial VO or .03 per word for narration is TOO EXPENSIVE. If you are currently banging out ten jobs a day on Fiverr and making five figures from that and similar platforms you need to immediately prepare for a major disruption to your business model. Same for those relying on $100-$200 jobs on traditional P2P.

This technology will have little to no impact on the kind of work that goes through agents and managers, and limited impact on fair-rate work being hired by brand names or their intermediaries on P2P or through talent curation web search. These clients may occasionally be price sensitive, and don’t necessarily want to overpay, but price is a tertiary factor compared to quality.

Moreover, just as there are plenty of buyers of craft and luxury goods who will pay more for the personal touch and premium experience even when something from an assembly line can look and function almost as well, (think Rolex versus Timex,) so will there always be plenty of VO buyers who have the time, budget, and inclination to work with a real actor as opposed to an AI voice, and this will be a strong preference for them.

Some of these services are getting real voice actors to help them create AI versions of themselves, which will then be licensed and sold to third parties.

While licensing your voice for use by a third party is interesting, I think it will ultimately prove to be more noise than anything else for non-celebrity voice actors. I can see this paying something noticeable for a famous voice, but even for major VO-only players I don’t imagine this will ever amount to more than a few hundred bucks a month when you look at the actual dollar amounts these kinds of companies are talking about selling the end product for. Having been approached by a few of these ventures my analysis was that yes, there could be some small income from it, but hardly enough to justify the time to help them create an AI JMC, and also not worth the risk of illicit use.

Artificial Intelligence Voice Over Results

So, what will the end result of the arrival of the Borg be? Will we be assimilated?

Ultimately, I think this will lead to a needed rebalancing of the VO market to the benefit of pros, as there will soon no longer be any low-end of the market to undercut pro rates, that work having all been absorbed by AI and leaving buyers with the stark choice between cheap machines or paying humans what we are worth.

For hobbyists and lowballers, it will be a dark day indeed. For those dedicated to the craft, you may just find yourself more in demand than ever.

Of course, if you see Sarah Connonr……run!

J. Michael Collins

Artificial Intelligence Voice Over Results

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