Join us as we sit down with Steve Pogatch, Senior Manager of Voice Over Operations at Studio Resonate, SiriusXM and Pandora, to uncover the transformative journey of voiceover and audio advertising over the past decade. Prepare to have your perceptions of podcast advertising turned upside down. We dive into the fascinating differences between host reads and announcer reads. Gain valuable tips on delivering standout performances, crafting compelling commercial reels, and handling ambiguous scripts with finesse. Steve underscores the importance of prompt communication and reliable turnaround times while highlighting the industry's efforts to protect voice talent amidst the rise of synthetic voices. Finally, discover the impact of the Sonic Diversity Initiative, a significant step towards inclusivity in voice casting. This episode promises a deep, comprehensive exploration of the ever-evolving world of voiceover and audio advertising.
About Steve
Sr. Manager Voiceover Operations, Studio Resonate (SiriusXM Media-SiriusXM/Pandora/Stitcher) In addition to producing thousands of high quality audio ads in the 10+ years he’s been at Pandora, Steve Pogatch has been the go-to guy for all things VO Casting, VO Direction and VO Quality for Studio Resonate at Pandora/SiriusXM/Stitcher. He’s been responsible for recruiting, auditioning and curating new talent for the Pandora VO Roster as well as managing the Pandora VoiceOver Roster.
Chapter Summaries
(00:03) Voiceover Evolution in Advertising
Voiceover styles have shifted to a more conversational approach, reflecting the changing landscape of audio advertising.
(10:49) Voice Acting Industry Talent Management
Nuances between host and announcer reads in podcast ads, recruiting new voice talent, and using technology for ad scripts.
(16:38) Voice Acting Tips and Industry Trends
Confidence, varied takes, effective reels, VO intuition, prompt communication, demo reel, consistency, technological advancements, safeguarding VO talent.
(27:12) Sonic Diversity Initiative and Music Preferences
The Sonic Diversity Initiative promotes inclusivity in voice casting, diversifying talent rosters and increasing representation of voices of color.
Top 10 Takeaways
Quick-share concepts from today’s episode:
1. Shift to Conversational Style: Over the past decade, the voiceover industry has transitioned from traditional announcer tones to a more personal, conversational style. This approach aims to connect more directly with listeners, making ads feel more like one-on-one conversations.
2. Challenges with Script Writing: One of the significant challenges in the industry is transforming bullet-point-heavy scripts into natural-sounding narratives. Talented copywriters play a crucial role in achieving this, often rewriting scripts to make them more conversational and engaging.
3. Growth of Pandora’s Voice Roster: Pandora’s voice roster has expanded significantly from about 60 talents to a much more extensive and diverse list. This growth reflects the dynamic changes and increased demand for varied voice talents in the industry.
4. Host Reads vs. Announcer Reads: The episode explores the impact of host reads versus announcer reads in podcast advertising. Host reads, especially ad-libbed ones by popular figures, tend to have a unique appeal and feel more genuine compared to traditional announcer reads.
5. Recruiting and Managing Voice Talent: Steve Pogatch discusses the complexities of recruiting new voice talent, emphasizing the importance of balancing fresh voices while avoiding oversaturation. Effective roster management is critical, including the difficult task of letting go of underperforming talents.
6. Use of Technology in Voiceover: The innovative blend of technology and creativity is reshaping the voiceover landscape. For instance, ChatGPT has been used to craft ad scripts, showcasing the potential of AI in the industry.
7. Tips for Aspiring Voice Actors: Aspiring voice actors should focus on confidence, self-direction, and providing varied takes. Crafting an effective commercial reel without excessive sound effects is essential. Prompt communication and reliable turnaround times are also crucial.
8. Industry Trends and Synthetic Voices: The rise of synthetic voices and AI in the industry is discussed, including efforts to safeguard voice talent. The Sonic Diversity Initiative, which promotes inclusivity in voice casting, is highlighted as a significant development.
9. Sonic Diversity Initiative: This initiative was launched to promote inclusivity in voice casting, significantly increasing the representation of voices of color in the industry. It encourages other agencies to adopt similar practices.
10. Future of Voiceover and Audio Advertising: The episode touches on future trends, including the potential of more immersive sound design in audio advertising. 3D audio and theater of the mind techniques could make ads more engaging and enjoyable for listeners. These takeaways provide a comprehensive understanding of the current trends, challenges, and future directions in the voiceover industry.
Referenced in this Episode
Direct links to things we brought up ++
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