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Times are tough in this economy. So, in an attempt to keep our business strong, I think many of us, as a natural reaction, have come to uphold VO as a sacred art. An irreplaceable one. One that only we can do! One in which we, as sacred keepers of our god-like voices, stand atop Mt. Olympus and declare to the heavens, “GOD, I ROCK!!!” So imagine how much of a reality check it was when a respected colleague of mine posted this in one of my favorite forums (voice-overs.com–I highly recommend it!). By all means, go check it out for yourself, but here’s the most important part of it: he quoted another (successful) voice actor who said, “I think some people are taking our jobs waaaay too seriously. We say words for money. That’s it. And we should be grateful we were given nice voices and the ability to learn how to act.”
Ho. Ly. CRAP. Considering all the talk about the “infestation of newbies,” the “rates crisis,” and the “devaluing of VO services” that takes place today, this was a very brave thing of them to say…and, in my opinion, so desperately needed!
I love what I do. At the same time, I feel like it’s important to be realistic about what my job is really worth. I think it’s important to take criticism, to laugh at myself, and to keep my real-life priorities in check. Heresy, I know, but it’s a heresy that we all need to take to heart a bit.
Think about it. Sure, as VO talent, for the sake of our business, we want as much exposure as we can get. We all want that national spot for McDonald’s. We all want to dethrone Robert Downey Jr. as the voice of Nissan. We all want to be recognized as serious, competent VO talent so that we can command a respectable business. Because if we command a respectable business, we command respect, right?
Nope. C’mon, guys. Most people don’t want to listen to us…and “us” includes Robert Downey Jr., for that matter–most of the people I talk to have no idea that he does the Nissan commercials! The average person doesn’t watch TV for advertisements, they watch it for their favorite TV shows. In fact, I don’t think it would be such a stretch for me to say that there are people out there who hate ads. Think of it this way. Y’know when you’re watching a YouTube video with a lot of hits, and an ad pops up, and the “Skip To Video” button becomes available after five seconds? How many of you just have your cursor hovering over that skip button, rapidly clicking, just begging to get to your video and not caring at all about whatever ad is being shoved in your face?
Yup. That’s what I thought!
For that matter, businesses are catching on to the fact that people don’t like ads…most notably, DVR makers. According to an article* in the Wall Street Journal by Shalini Ramachandran, Dish Network unveiled a new DVR feature back in March that’s slowly gaining more prominence called “Auto Hop” which allows watchers to automatically skip the ads of their recorded programs. Apparently, some networks aren’t too happy about this.
To be fair, clearly advertising on TV has some value, or else it wouldn’t cost anything. By “some,” I mean that the same article noted that CBS brings in $4.9 billion in advertising revenue from “Two and a Half Men”‘s time slot alone. NBC brings in $4.7 billion from ads that air during “Smash,” ABC brings in $3.9 billion from ads that air during “Modern Family,” and Fox gets a nice $3.1 billion from ads that air during “American Idol.” So, yeah, not exactly chump change. Still, the fact that there’s a demand for something like Auto-Hop is proof enough of what our job is in the grand scheme of things: we speak words for money.
Sure, there’s acting involved. Sure, it’s more difficult than it looks (well, sounds). Sure, one has to make sure they can do the best job they can do with their audio equipment and their recording environment. Sure, it takes a consistent marketing effort. Sure, not everyone can do this. Sure, being successful at this business–at any business–involves taking ourselves seriously to a degree. I won’t ever say, argue, or imply that this is a skill-less, thankless, meaningless job. It most certainly isn’t! My point, and the point of the person quoted above, is merely that there is such a thing as taking one’s job too seriously sometimes. Remember, we speak words for money. Words that, even when spoken by Iron Man, people generally aren’t interested in hearing.
PS: Sorry for plugging them again, but…well, actually, no, I’m not sorry. 😀 The voice-overs.com forum, which I linked to early in the entry, is a forum that everybody should sign up for and join. It was immensely helpful for me, and unlike other forums, egos are checked at the door there!
Some great discussion about this topic took place at…