Pay-to-Play

Voice-Overs: the Untold, Unsexy Story

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 20 Comments

Standing at the gates of hellSomething strange is going on.

Whenever I try to warn people about the intricacies and pitfalls of the voice-over business, I get two types of reactions.

More experienced colleagues thank me for painting a realistic picture of a complicated industry.

Beginners criticize me for spitefully dashing their dreams.

To some, I am a hero for speaking my mind. To others I’m a villain who wants to curb his competition. There seems to be no middle ground. Just look at the reactions to my YouTube videoThe Troublesome Truth About A Voice-Over Career.” Even though I made it a few years ago, I still stand behind every word of it. One of the commentators said:

“Why would anyone seek out this negative party pooper? Don’t just offer the problems, offer the solutions, or at least direct people to where they can find the solutions. That might be on your website, but most people will never go there as all you’ve done with this post is attempt to suck the life out of their dreams.”

Another one said: 

“Why is this guy such a douche bag? Haha. This is a video about a VO actor that sadly didn’t “catch the big break” and made a rant video.”

Here’s a third response:

“Tough love. I appreciate it. Thank you for this, but it has me more determined than ever!”

And one more:

“A very honest and accurate summary of the voiceover business. As I tell folks, my job is not doing voiceovers. My job is finding voiceover clients.”

THE POWER OF PREJUDICE

Positive or not so positive, every response teaches us something about confirmation bias. It’s this very human flaw that makes us see what we want to see, hear what we want to hear, and believe what we want to believe. It’s a way of filtering information that confirms our preconceptions. Quite often, it makes people immune to facts.

Advertisers create entire campaigns to play into people’s biases by offering simple solutions to complicated problems. Here’s a familiar example from a new website, using the persistent myth (bias) that every ignorant fool with vocal folds has a good chance of becoming a professional voice-over!

screen-shot-2016-10-24-at-8-57-13-am

Yes folks: anyone with a camera can make money as a photographer. Anyone with a hammer can become a carpenter, and anyone with a piano can be a concert pianist. You just have to believe in yourself, and sign up for whatever training program they’re trying to sell you. Clients worldwide are waiting for you!

CUTTING THE CRAP

Well, let’s do a reality check, shall we? If you believe I have a hidden agenda and can’t be trusted, perhaps you’re willing to listen to an accomplished colleague of mine. He’s a writer, producer, and voice talent. A while ago he responded to one of my blog posts entitled What Clients Hate The Most.” His story is a tale I have heard many times since I started writing this blog.

It is honest. It is raw. It is painful.

Minutes after he posted his remarks, he asked me to delete them because of possible repercussions. Sharing setbacks could be bad for business, he said. I think he has a point. 

Most of us do our best to look successful in the eyes of colleagues and clients. That’s why we share our latest and greatest accomplishments with our peeps. Colleagues refer colleagues with an impressive track record. Clients want to hire winners, not whiners. 

So, I shelved his message for months, but in some way it continued to haunt me. Here was a story from the trenches that deserved to be heard. I’m not saying it is representative of what every single voice talent goes through, but it tells a story you have to hear. This week he gave me permission to share it with you.

RICK’S RESPONSE

Hi Paul:

I’ve written and produced for thirty years. One of my pieces is used by Dan O’Day in one of his courses, specifically the use of music in a commercial. I am quite good at nuance and communicating just what the client wants in the way he wants it. I have top-shelf recording gear with a couple of the world’s finest mics and preamps, and my stuff sounds very, very good.

I’m a good editor with an instinct for timing, layering, choosing the right music when required, and knowing where to put it. My demo is as good as anything you’ll hear. I’m a nice person with good people skills, and an ability to empathize.

I was mentored by a writer who did “Where’s the Beef,” and “Sometimes You Feel Like a Nut.” He told me 25 years ago, after working with him for many months, that I had reached a level where I should be making $75K. This was in 1981. I have read the books, gone to the seminars and webinars, written and produced 2000 commercials plus audio and video pieces for corporations and government agencies.

This year I will perhaps make $30K, only because I’m now on social security, and have a couple of new clients. All my clients are local. The average amount they spend per month on advertising is $700-$1000. I have sent out very well-designed and well-written post cards. I made hundreds of phone calls. My average income 15-20 years ago was $20-25K. For the last five it’s $15-18K.

I used to believe that if I learned my craft, had natural ability, never stopped learning, and worked diligently in making contacts and handling them well, I would succeed. I no longer believe that. 

I have lost clients to people who don’t write any better than radio stations, and don’t know how to schedule for effectiveness. 

I went with the two large pay-to-plays, and after 200 auditions and getting one inquiry that didn’t go, and after seeing people make it who sound like every dj you ever heard, I believe that success comes only when you (luckily) land that One Big VO gig or (luckily) get that One Big Client, and it all flows from there. 

For the people I know, that’s how it happened for all of them. I’m sure for many it’s different, but I haven’t seen or talked to anyone like that. I know there are more than enough people out there whom I could greatly help, whose messages are off-point and blandly produced, and who believe a commercial should “sound like a commercial” because that’s mostly what they hear.  They’re tossing their money in the street and don’t know it, and don’t know they don’t know. But I’ve never been able to find them. 

It’s an understatement to say I’m crushed. I know several talented people who just can’t make it, who will probably never make it. I am one of them, apparently. It’s a horror, Paul. I mean that quite seriously.

I am 66, sound like I’m 40, am still firing on all 8, and am writing and editing better than ever. But after three decades of not making enough to keep my family above the poverty line, I feel I am condemned to having small clients forever: Moms and Pops who, God bless them, believe they know more about advertising than I do, because people think “anybody can do advertising” and “all you need to do is get your name out there” and advertising is an afterthought; something they can give to Mikey the office assistant. You know what I mean. My few clients think I’m a genius, and I’m always naturally ‘up’ when talking with them or talking to a possible new client.

Because I love doing this, I have offered my services free to several organizations including charities. I have yet to get one callback.

VO guys and people who write and produce, have told me they spun their wheels for five years before getting the break that opened the Horn of Plenty to them, and they complain about “all that time” it took before it happened.

Really? Try starting in 1981 and still be nowhere.

Dante posted a sign outside the Gates of Hades saying “Abandon hope, you who enter here.”

Well, I know how that feels.

Rick*

THE TAKEAWAY

So, here’s a guy who is a triple threat. He was trained by the best. He has tons of experience, and he owns the right equipment. Yet, he’s struggling. I don’t know enough about Rick’s situation to tell you where and why things went wrong, and how they can be improved. I do know that Rick is not alone.

If sharing Rick’s story makes me a party pooper, or a douche bag, so be it. Frankly, I don’t care what you think, because throughout history people have always blamed the messenger. The question is:

What do YOU take away from Rick’s story?

Does it upset you? Does it make you more persistent to pursue your dreams? What does it tell you about breaking into voice-overs? 

I’ve had some time to think about Rick’s story, and here are my two cents.

If there’s a lesson in his narrative, it is this: The advertising/voice-over industry is not fair. In fact, life itself isn’t fair.

Studying hard, working hard, having the right chops, and owning the right equipment does not guarantee anything. Putting out nice brochures or postcards entitles you to… nothing. Being a nice guy doesn’t mean you’ll make enough to pay the bills.  

Uncertainty is the name of the game. There is no promise of work. There’s just potential, talent, and subjective selection. 

This is not a message many want to hear. It is a message most Pay-to-Plays, training companies, and demo mills want to suppress because it’s not sexy, and it doesn’t sell.

YOUR TURN

Now, Rick was brave enough to stick his neck out, and I would like him to walk away with something positive. That’s where you come in!

Ideally, I’d love it if you would use the comment section to answer some or all of the following questions:

• Is Rick’s experience unique, or do you recognize what he is going through?

• If you’ve been in a similar situation, what have you done to get out of it?

• What needs to happen in our industry to make it more likely that people like Rick can make a decent living?

The floor is yours.

Your input is much appreciated!

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!

*As you can imagine, Rick is not his real name. 


Stop Bashing Voices.com!

by Paul Strikwerda in Articles, Career, Money Matters, Pay-to-Play 30 Comments

ProtestThe history of the world is littered with intelligent people doing stupid things. 

Some of those people have interesting excuses:

“I continue to suck on this carcinogenic stick, even though it could kill me. It’s just so relaxing.”

“I won’t stop sexting, even if it ruins my marriage and my political career. I can’t live without the excitement.”

“My employer treats me like dirt, but I’ll stick it out because I have great benefits.”

The people who are saying these things are smart and have been around the block a few times. Yet, they choose to continue to behave in weird ways, almost as if they have no choice.

I had to think of these people after I heard of yet another chapter in the ongoing saga of Voices dot com (VDC), sticking it to voice talent. Under the heading Did Voices.com Just Take a 92.5% Commission?,  colleague Marc Scott reported that VDC had the audacity to post a $4000 job for a measly $300. How do we know? The VDC audition script for this national TV spot happened to be identical to a script that had already gone out to several agencies. 

Busted!

In its defense, “Voices” claimed the project they posted was cast in a different way, with multiple roles instead of one. Scott spoke to people who had received the original casting, and they disagreed. In their understanding, the client was offering $4000 per role. Not $300. 

In an email response to Scott, VDC went a step further in explaining the $3700 difference. Get this. They said their quote wasn’t even based on the client’s budget, but on their own rate sheet.

Well, no matter how you spin the story, offering three hundred bucks for a national TV spot is beyond pathetic, if not outright insulting. But that seems to be the way VDC treats the people who put the voice in “Voices.” 

If all of this comes as a shock to you, you’re either new to the voice-over business, or you have been ignoring the facts. It’s been a year since my two posts Voices.com Is Slapping Regular Members In The Face, and Voices.com: Unethical and Greedy? were published. These stories have been read thousands of times (20,337 & 21,547 respectively). Since then (and well before that), colleagues as well as VDC employees have been venting left and right.

In light of all this, here’s the question many VDC members are asking themselves:

“Should I cancel my membership?”

Here are some typical answers:

“I feel betrayed. However, they are a good source of income for me, and I can’t really afford to dump them out of hand.” 

“I hate what they’re doing, but sixty percent of my income comes from VDC. I’m not going to quit and lose all that money.”

“I guess I could leave VDC, but where would I go to find all those VO jobs?”

And that brings me back to the opening of this blog post: intelligent people doing stupid things. In this case, many are complaining about VDC, but they renew their membership anyway. Year after year. I find that hard to justify. 

As long as you keep investing in a company that does not have your best interest at heart, you keep that company in business. It’s that simple.

We know how VDC operates. We know that those who criticize VDC’s business practices are ignored and kicked out, but listen to this. If -after all that has been revealed- you still choose to collaborate with this Canadian company, you are an enabler who has no right to complain. 

Frankly, your outrage means nothing to me. It’s just lip service (and we all know that voice-overs specialize in lip service). It’s easy to protest if you don’t have to pay a price.

It doesn’t stop there, though.

People tend to reveal what’s important to them in the choices they make. So, if you choose to stay with “Voices” because you’re afraid to lose the income, you choose money over morals. It shows that your conscience is for sale. To me it also indicates that you don’t really seem to care about the long-term effect low rates are having on the industry. As long as you get paid your $200 for that ten-minute industrial, all is well. Money is money, right?

To those who fear they’ll have no career without “Voices,” I want to say this:

There is life after Voices dot com!

As a freelancer it’s bad business to make yourself dependent on one or two sources of income. “Voices” is not the only game in town. You have many options, and as a professional you should explore all avenues. Here’s the good news.

There are clients who are willing to pay $4000 for your voice. Why settle for $300? Why should a voice casting site that’s already making tons of money off memberships and escrow fees (that just went from 10 to 20%!), pocket the difference?

If you think you’re entitled to a fair share, and you feel you’re not getting it at Voices dot com (or at any other casting service for that matter), you have to do something about it. For your sake, and for the sake of your community. But let me be straight. 

You can’t have it both ways. You can’t moan about the middle man, and support him at the same time. You can’t complain about the quality of the water, and pour yourself a glass. 

If you want to be part of the solution, you can’t be part of the problem. 

Unfortunately, words alone are not going to bring about change.

Bad things happen when good people do nothing. 

But as long as you’re unwilling to take action, stop bashing Voices dot com!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

photo credit: Demonstration/Parade/Performance/Public Hearing – Hamburg 28.05.2016 beyond welcome: another planning is possible right to the city – never mind the papers – schwabinggrad ballett via photopin (license)


The Cult of Kumbaya

by Paul Strikwerda in Articles, Career, Journalism & Media, Pay-to-Play, Promotion, Social Media 21 Comments

Screen Shot 2016-04-20 at 7.59.01 PMNot long ago, Adam Aron, the CEO of America’s biggest movie theater chain, had a brilliant idea. 

To attract a younger audience, he wanted to make his AMC theaters smartphone-friendly. If it were up to him, texting would be allowed, and he told Variety why:

“You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.”

Not everyone agreed. His remarks were immediately followed by a widespread backlash on social media. People complained left and right. Days later Aron responded:

“We have heard loud and clear that this is a concept our audience does not want. With your advice in hand, there will be NO TEXTING ALLOWED in any of the auditoriums at AMC Theatres. Not today, not tomorrow and not in the foreseeable future.”

I think Adam Aron is a smart guy. He had a bad idea. People protested. He listened, and he changed his mind. Good for him. Good for us. Unless you’re a millennial. 

CULTURE OF COMPLAINING

This story was just playing out as I was reading a short article by “Voice Whisperer™” Marice Tobias called “The Culture of Complaint: A black hole for Voice Talent and…the rest of us.”

Tobias sets the tone in the first two paragraphs:

“Thanks to social media, attack television and brigades of haters running rampant across all platforms, complaining and criticizing has become the discourse du jour for this moment in time. It generates a lot of piling on and follow-up posts.

Problem is, running a continuous negative commentary is not only tedious and alienating, it can also cost you work and income while wearing the rest of us out!”

“Check your negativity at the door,” Tobias recommends. Clients don’t care for it. You only have so much energy. Use it to be in a more empowering, positive state of mind. 

DON’T BITE THE HAND

Part of me totally agrees with Tobias. We do seem to live in a culture of confrontation. Just look at social media or at the current political process. Civility, respect, and intelligent discourse are rare commodities. Facebook threads can easily escalate into shouting matches. Anonymous trolls push people’s buttons. The coarseness and narrow-mindedness of some exchanges is nauseating. 

The voice-over business is a people-business. Nobody wants to work with a jerk. Voice-overs are hired to read copy. Not to criticize it. The more positive interactions we have with our clients, the more likely it is that they will call us again. 

But that’s not all. 

The other part of me strongly believes that there’s a role for criticism. Constructive criticism, that is. Complaining for the sake of complaining is a waste of time and energy, but sometimes people have legitimate grievances and concerns. They’re not being negative. They just want things to change for the better. 

ROSE-COLORED GLASSES

As a blogger I can relate to that. I see the world through a colored lens, and not all I see is perfect and positive. 

One of the worrying things I have observed is what I call “The Cult of Kumbaya.” It’s a tendency to approach the tough business of voice-overs with naïve optimism, believing that most players act out of altruism and integrity. 

It is constantly fed by commercial propaganda, trying to paint a pretty picture of an unforgiving industry:

“Work from home in your spare time,” says the website. “We need audio book narrators now!”

“Become a member,” the Pay-to-Plays say. “Upload your demos, and start making money with your voice today!” 

“Let me be your mentor,” the voice coach boasts. “Give me a few sessions, and I will teach you the tricks of the trade.” 

LA-LA LAND

Then there are voice actors who will tell you that everything is hunky-dory. Whenever I criticize voice casting sites on this blog, they tell me that these companies have “revolutionized the business, and have generated thousands of jobs.” 

When I call out colleagues who are willing to work for next to nothing, I am told to mind my own business because it is a free market. It will all even out in the end. 

When I express doubts about certain awards shows or expensive industry conferences, colleagues get angry because I should be supportive of my own tribe and embrace new initiatives. 

Here’s the problem with this type of uncritical thinking: it’s either/or.

Criticizing someone or something is equated with being negative and unsupportive. The unspoken assumption being that supportive, positive people don’t complain or criticize. They don’t foul their own nest. 

Forgive me, but that’s utter hogwash. 

Every coach knows that they will have to critique a performance in order to support a student. Every journalist has to expose injustice to bring about a more just society. Every parent has to correct their child’s behavior, so s/he will grow up to become a decent human being. 

Secondly, no matter how good something or someone is, there’s always room for improvement. But we can’t improve without quality feedback.

SIMILAR OR DIFFERENT

Now, this world is basically filled with two kinds of people. One part of the population sorts for similarities. The other for differences. You need both on your team. 

Let’s say you have a bucket of pebbles that are painted blue. The person sorting for similarities will say:

“Look, all those pebbles are the same color!”

The person sorting for differences will say:

“Every pebble has a different shape and size.”

Both approaches are correct and perfectly fine. We need people in this world who spot patterns, and who can see the big picture. We need people to tell us when things are right. 

We also need people who can spot exceptions, and who can focus on details that are different. We need people who can tell us when things are wrong.

FACE THE FEEDBACK

I can handle critics. I can even deal with complainers, because they will tell me that texting in a movie theater is a bad idea. I’d rather hear the honest truth than foolish flatter.

The people I have a hard time with are the whiners. The contrarians. The know-it-alls. Their negativity can be draining. 

So, whenever I encounter criticism, I ask myself a few questions before I react. 

1. How does this relate to me?

If it’s not important, why get all worked up?

2. Who or what is the source?

Do I trust the source? Is the source influential and reliable? Why start a discussion with someone who clearly doesn’t know what he/she is talking about?

3. What is the context?

Nothing is ever said in isolation. To understand where someone’s coming from, we usually need more information than a tweet or quick comment can give us.

4. Is this a real issue or a cheap personal attack?

Some commentators just have a chip own their shoulder. Unfortunately, it’s not a chocolate chip. 

5. What is the complaint or criticism an example of?

That’s a good way to move away from specific examples and elevate the discussion to a higher level.

6. Does the complainer offer a solution?

If that’s the case, you know they’re not just in it to moan and groan.

7. What can I learn from this that is useful and positive?

Even if the criticism seems over the top and unjustified, there might be a lesson to be learned. 

ANCIENT WISDOM

So… are complaints and negative comments a “Black hole for Voice Talent… and the rest of us”?

It depends.

A great critique is never a burden or an attack. It is an opportunity to learn and grow. It is a gift. And speaking of gifts…

One of Buddha’s followers once approached him, and asked:

“Master, do you see that nasty man over there? He is always badmouthing me. I feel horrible. Please do something about it. Make him stop.”

Buddha looked at his student, and said:

“If someone gives you a gift, and you decide not to accept it,

to whom does the gift belong?”

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

photo credit: Caro pointing finger via photopin (license)


The Turning Point

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play, Personal 23 Comments

Newton's CradlePotentially, this could be my shortest blog post ever.

It’s the story of how I got from doing okay, to doing quite alright, professionally speaking. 

Almost every week I get emails from readers, asking me to reveal the big secret to my so-called success. 

Why “so-called success”?

Well, everything is perception, and perception is everything. 

Before I tell you about this secret, you should probably know a bit more about me. 

As a freelancer, I work in a highly competitive and increasingly crowded field: I’m a voice-over. I talk for a living. The other day I recorded an audio tour of a gorgeous area in the North of France. Today I’m pretending to be a medical doctor, telling physicians about the side effects of a new cancer drug. It’s a fun job with many pros and cons. 

As a player in the new gig economy I have a lot of freedom, no benefits, and very little protection. Weeks of underemployment are usually followed by a crazy busy period where I’m scrambling to finish every project I was hired to do on schedule. It’s feast or famine. 

A voice actor’s income can vary tremendously. Some twenty-second commercials bring in thousands of dollars, particularly if you’re an A-list celebrity, which I’m not. An hour of e-Learning or audio book narration may generate a few hundred bucks (before expenses and taxes). Most clients come and go. Very few stick around.

Although my work is not physically demanding, sitting still in a small, dark studio behind a microphone for hours and hours, isn’t exactly healthy. It’s also easy to feel socially isolated because my colleagues are all sitting in small, dark studios in different parts of the world. And I’ll be honest: at times the stress of being out of a job as soon as a project ends, can get to you. Work fluctuates, but bills keep coming. 

Even though I think I’m experienced and highly qualified, most of my days are dominated by the search for new clients, and by auditions. Every audition is a crapshoot. Like most of my colleagues, I try to read between the lines of vague specs and scripts, attempting to second-guess what the invisible client is hoping to hear. And most days I’m wrong, and someone else ends up getting the gig. 

Now, in spite of this sad story, I love what I do for a living, and I don’t think there’s anything else I’d rather do, career-wise. I’m not a good candidate for a 9 to 5 job. I can’t stand bosses who have risen to the level of their incompetence. I’ve had too many of them. I wouldn’t want to waste hours a day being stuck in rush hour traffic, just to make some corporation happy. I rejoice in the fact that I don’t have to go to endless staff meetings or mandated office parties. Been there. Done that. 

My accountant is also pleased because every year I make more money than the year before. There’s still no Lamborghini parked in my driveway, but I can live with that. And every time I book a new job, I realize that there are probably hundreds of hopefuls who are trying to figure out why the client picked that silly Dutch American with the European accent over them. 

I know… It baffles me too!

Taking all of that into account, how did I get from doing okay to doing quite alright?

Do I use a special microphone that turns my vocal folds into the Voice of G-d?

Are eager talent agents fighting to add me to their roster?

Am I friends with the movers and shakers of the voice-over industry?

I have to disappoint you. It has very little to do with all of the above. 

Sure, I use first-rate recording equipment. I have a number of great agents and a nice network of connections. But the thing that has made a real difference in my career is not something you can buy, and it has nothing to do with other people. So, what is it? 

It is a strong belief in the Law of Cause and Effect. The mechanism of action and reaction. Specifically, my preference to rather be at the cause-side of the equation, than at the effect. It boils down to this:

I see myself as the prime instigator of change in my life. Change through choice. 

I choose to be proactive (at cause) instead of reactive (at the effect). It’s the difference between sitting in the driver’s seat, and being a passenger. I like to hold the wheel and set the course. 

People who share this belief are go-getters. They take the initiative. They take responsibility. 

People who prefer to be passengers are usually more passive. They tend to be finger pointers and complainers, who often see themselves as victims. They’ll sue McDonald’s for making them fat, or for serving coffee that’s too hot.

Here’s a question you can ask to determine where someone stands: 

“Do you like to let things happen, or make them happen?”

Of course I know we’re not omnipotent, and that certain things are beyond our grasp and control. My attitude only applies to the things I feel I can actually influence, and the person I can influence the easiest is… me. 

I control what I put in my body, I control the size of my portions, and I decide how much I exercise. I don’t blame the fast food industry for my expanding waistline. To bring it back to my profession: I don’t blame online casting sites when my voice-over career isn’t where I want it to be. Instead I ask myself what I can do to increase my skill level, to promote my services, and to attract more clients. 

Being “at cause” means being accountable for taking or not taking the necessary steps to achieve a specific goal. 

That’s why as a voice-over coach I never guarantee results. I tell my students:

“As your mentor I don’t have magical powers that will result in you booking jobs. I will give you tools, but it is up to you to use those tools effectively and appropriately. You are responsible for your own results.”

On a superficial level my proactive philosophy may seem a no-brainer, but it’s not. It is a lot easier to blame and complain than to take fate into your own hands. 

Being “at cause” means sticking your neck out. Taking risks. Doing the hard work. Making tough decisions. Going against the grain. 

It’s not an easy way out. Quite often, it’s an uneasy way in. 

The moment I decided to take charge of my career and be “at cause,” was a turning point in my life. The effects of that decision have brought me to where I am today. From being a spectator, to being an instigator. From doing okay, to doing quite alright.

And you know what?

You can apply this principle in any area, whether personal or professional. 

Now, if you’re still with me, you have noticed that this wasn’t the shortest blog post ever, and I apologize. 

I guess I could have condensed my message into three words:

Just 

Be

Cause.

Paul Strikwerda ©nethervoice

Be sweet. Please retweet!


The Message Very Few Want To Hear

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 30 Comments

DisappointmentWhat if…

What if you advertise yourself as a pro, but you’re still learning on the job;

What if you wonder why you’re not booking, but you’re too cheap to hire a coach;

What if you’re too lazy to look things up, and count on your community to bail you out;

What if you think you can break into the business on a shoestring budget;

What if you’re convinced you can crush the competition by undercutting rates;

What if you feel that no one has your back, but you refuse to join WoVo;

What if “What’s in it for me?” is your motto, and you don’t care about your colleagues;

What if you expect to make money, but you don’t know how to run a business;

What if your Pay-to-Play acts unethically, yet you don’t raise your voice;

What if your client pays dirt, but you bend over backwards anyway;

What if you are totally exhausted, but you never take a break;

What if you love to complain, but you never contribute;

What if you don’t believe in yourself, yet you hope others will…

Well, I’m really sorry, but I cannot help you. You have to help yourself, and up your game if you want to become a pro.

Pros know what to do. That’s what they’re getting paid for;

Pros never stop learning. Even the best work with a coach;

Pros are proactive, and do their own homework;

Pros invest in quality, and are willing to pay for it;

Pros know what they’re worth, and charge accordingly;

Pros stick together, and belong to the World-Voices Organization;

Pros look at the bigger picture, and care about community;

Pros are business savvy, and price for profit;

Pros speak up when they’re treated with little respect;

Pros work with clients who recognize their value;

Pros take care of themselves, knowing they can’t give what they don’t have;

Pros aren’t whiners; they are winners;

Pros are poised, and self-assured.

Pros realize that talent entitles them to nothing. It challenges them to do everything. 

And above all, Pros know that success is the result of many small, intelligent steps, taken in the right direction.

Success can’t be rushed. It can’t be bought. It can’t be forced or faked.

It has to be learned.

It has to be earned. 

Every. Single. Day.

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!

photo credit: Disappointed via photopin (license)


The Ciccarelli Circus

by Paul Strikwerda in Articles, International, Internet, Journalism & Media, Pay-to-Play 19 Comments

Screen Shot 2015-11-04 at 9.24.24 PMSo, here’s the deal.

We all know that the CEO of Voices.com David Ciccarelli is on a charm offensive. He tried to do damage control by talking to fellow-Canadian Graeme Spicer of the Edge Studio. I don’t think that worked out so well.

The promised recording of the contentious interview was never released because (supposedly) the video version did not survive due to “technical problems.” Then Edge Studio and Mr. Spicer announced:

“We had every intention of releasing the recording of the event as originally stated. Unfortunately we are not in a position to post it at this time. I hope you understand our position, and that you will continue to support Edge Studio as we strive to advocate on behalf of voice actors.”

Some spoke of a falling out between “Edge” and “Voices.” Others suggested that possible legal action prevented Edge Studio from releasing the interview. Meanwhile, a SoundCloud copy of the interview has surfaced, and it is making the rounds on various VO Facebook groups.

Ciccarelli also did a webinar slash infomercial with Bill DeWees, in which DeWees solidified his reputation as Mr. Nice Guy. Some described the webinar as a “snooze fest”. Soon, the CEO of “Voices” will be on the Voice Over Cafe with Terry Daniel and company. I wonder: When will Ciccarelli be hosting Saturday Night Live?

But seriously, here’s the real question:

My blog post Voices.com: Unethical and Greedy? was published on September 3rd. Two months later Ciccarelli finally decides to tell us his side of the story. David, what were you waiting for? A Voice Arts™ Award for best Pay-to-Play?

VOICE TALENT HAS HAD ENOUGH

My guess is that he had hoped the turmoil would simply subside like it has always done. But he was wrong. This time, the voice-over community reacted like a ferocious pit bull. It just wouldn’t let go.

More and more people came forward with Voices dot com horror stories, and asked questions about the Ciccarelli way of doing business. Even voice-seeking clients started complaining, and experienced voice talent began to leave the site in droves.

Newsflash: Those with unpaid Voices-profiles are now asking to be removed from the site. Ouch! Something’s clearly wrong when people don’t even want your free service anymore. One of those talents is Mike Cooper. He told Voices dot com:

 “I see jobs for good money being intercepted by staff, with large percentages being creamed off the top – often without the client’s knowledge – and siphoned into the pockets of a company which I believe has become overly greedy. There is little or no transparency, and I no longer feel I want to be a part of that model.”

Connie Terwilliger was one of the original contributors to the Voiceover Experts podcasts on “Voices” back in 2007. This is what she asked Voices dot com to do:

“Please remove my two Voiceover Experts Podcasts from your library. I do not wish that my name be associated with Voices.com until such time that you recognize that your current business practices are simply not serving the professional voiceover community, nor helping the production community understand the value of the voiceover talent.

Frankly, you are acting as an “agent” and a casting director. Then you should act like one. Go ahead and charge a commission (the escrow fee) and even charge to coordinate large jobs (as long as you don’t undercut the rate to the talent in order to do so). 

However, since you are functioning as an agent, you should NOT be charging the talent a fee to be on the site.”

Connie’s podcasts have yet to be removed.

MONEY TALKS

Ciccarelli finally broke his silence, but don’t think for one minute that his recent interviews and articles were meant for you. The CEO of “Voices” needed to please two types of people: bankers and politicians.

Voices.com borrowed money, and received grants from the Canadian government to grow the business into a multinational. Lenders had to be reassured that everything was A-OK in London, Ontario. Politicians needed to know that their grant money was in the hands of a capable company, especially after the political landscape changed dramatically in October.

Susan Truppe, the conservative Canadian MP for London North Centre who handed “Voices” $900,000 in 2014, was badly beaten by a liberal candidate in the last election. Her successor, political scientist Peter Fragiskatos, might not be so generous. He actually wants small businesses to use crowdfunding to raise money and grow. Unfortunately, the crowd that is willing to fund “Voices” through membership fees seems to be shrinking day by day.

LOST LOVE

In anticipation of Ciccarelli’s appearances, colleagues have asked what I make of his campaign. To tell you the truth: it leaves me cold. My feelings for “Voices” are the same as my feelings for an ex-girlfriend. We had a good time for a while, but it’s over. We split up for a reason, and it’s pointless to try and change the other person when the relationship is dead. It’s hard enough when you’re together. 

Relationships that work have this in common: they are based on trust, and they meet the needs of both partners. Right now, it’s your turn to decide the following:

  1. Do I (still) trust Voices dot com, and
  2. Could a business relationship be mutually beneficial? 

I cannot answer those questions for you. What I can do, is give you information and opinion. In the past five years I have often blogged about Voices dot com, and I have written about them in my book. I think I’ve given “Voices” enough of my time, and part of me believes I could have spent that time in a more productive way. However, I must admit that it is thoroughly gratifying to see that more and more people are getting sick and tired of being milked by a greedy company that made double and triple dipping the new norm in online casting.

AMPLE AMBITION

A while ago, the website Success Harbor asked David Ciccarelli: “Where do you see “Voices” in the next 5 years, what is your ultimate goal?” This is part of his reply: 

“It comes down to this: we really do want to dominate the industry. Meaning, be that kind of dominant player for good but the one that everyone thinks voice-overs is synonymous with, like oh yeah, I go to voices.com for that. So that means speaking to every potential customer that’s out there, having every single voice talent that practices the art and craft of voice acting, they should be on the platform as well. It’s having that omnipresence is really what we’re aiming for.”

Right now, Ciccarelli is finding out that not everyone in the industry wants to help him achieve world domination.

In a time of increased global competition, the strength of a service is determined by the quality of what’s being offered. Voices dot com has to remember that the company is only as strong and valuable as the talent it has on tap. Without acrobats, contortionists, lion tamers, and clowns, a circus is just a tent. 

Ciccarelli will need to do a lot of juggling to convince people to pay in order to play under his roof. 

He’s certainly not going to charm his way back into my business. 

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

PPS Thanks to the inimitable Terry Daniel for the title suggestion.


The Ugly Truth

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 14 Comments

man covering his earsBeginning bloggers often ask me how to write a story that gets a lot of attention and traction.

They realize they have to cut through a lot of clutter to reach an audience suffering from information overload, and they don’t know how. 

In a way, blogging is a bit like a voice-over career. With thousands of hopefuls jumping like Shrek’s donkey shouting “Pick me, pick me!,” how do you make sure your voice is heard?

As far as blogging goes, there are a few tried-and-tested ways to grab people’s attention:

1. Have a strong headline;
2. Use numbered lists (like I’m doing right now);
3. Tap into problems your readers are experiencing, and offer practical solutions;
4. Be provocative as well as entertaining.

Stories that prove to be particularly popular are the ones claiming to reveal success secrets of those who have made it. Content aggregators can’t seem to get enough of articles like:

“6 Behaviors of the Most Successful People”
“4 Remarkable Insights to Inspire Social Media Success”
“8 Habits of Exceptionally Successful CEOs”
“11 Secrets of Irresistible People”

I don’t even have to read these stories to tell you what “secrets” they reveal:

• Be yourself, and believe in yourself

• Work hard and play hard

• Be proactive and stay focused

• Keep on learning

• Stay in shape, mentally and physically

• Be persistent and flexible

• Do what you love, and love what you do

• Don’t get comfortable, stay hungry

• Always exceed expectations

That’s all good, but there are a few things that are frequently overlooked. Here’s one aspect all successful people and organizations have in common:

They are open to feedback, and willing to change course when they’re moving in the wrong direction.

A GREAT TEAM

A management team is useless if it only consists of cheerleaders. Cheerleaders love everything you do, and they will only tell you what you want to hear. We can all use some positive reinforcement once in a while, but a great company builds on its strengths, and it works on its weaknesses.

It takes clever and fearless critics to point out those weaknesses. They have the guts to tell you what you don’t want to hear. For that, critics may get a bad rep, because they are often seen as unsupportive contrarians who only want to disrupt and destroy.

Some companies have developed a culture where any form of criticism is being suppressed, because it is seen as being disloyal. It turns out that those companies not only close themselves off from inside critique. They don’t want to hear it from the outside either. And once a business stops listening to those who use their products or services, it is pretty much doomed.

GOING UNDERCOVER

You’ve probably heard of the show Undercover Boss. It features CEOs of struggling companies. Most of these men and women seem to have one thing in common: they have lost touch with reality. They know something’s wrong with their business, but they can’t put a finger on it because the people they surround themselves with are just as clueless, or they are too afraid to speak up.

So, the boss goes undercover and works a few jobs on different levels to find out what’s going on, and to hear what people are really thinking. What they usually discover is that the employees they work with on the show, are very much aware of what’s wrong. Some of them even have good ideas about how to fix it.

The program always ends with the CEO revealing him or herself, and implementing some or all of the recommendations and suggestions he/she picked up in the field. But there’s more.

The people who spoke up (not knowing they were talking to their boss) are publicly praised and rewarded, instead of being punished for criticizing the company.

The moral of the story? Whether you’re a public organization, a publicly traded company, or you run your own business, feedback is necessary for your survival. Otherwise you’re operating in a vacuum. Even if the criticism is harsh, and feels like a personal attack, you are being given a gift. How you handle that gift is up to you.

FLYING SOLO

Now, if you’re a solopreneur like me, you can’t go undercover in your own business. You need some other system to get feedback. That’s where a coach or mentor comes in.

Being a coach myself, I often have to be the bearer of bad news. It’s no fun telling people what they don’t want to hear. Hopes are high and egos are fragile. Susceptible people love to believe that they are special, and that they have what it takes to be the next Mel Blanc or Tom Kenny.

When that’s clearly not the case, it’s easier for a student to blame the messenger, and find another coach who will take their money and tell them what they want to hear. It’s just as easy to sign up for a site that will validate their status as a “professional” voice artist, in spite of their lack of talent. But “easy” won’t get them anywhere, because easy is an illusion.

Here’s the ugly truth:

If recording voice-overs was easy, everybody would be doing it, and they all would make tons of money. Instead, it’s the companies and individuals that want you to believe that it’s easy, that are making the money.

But I digress. The topic was feedback.

VOICES on “VOICES”

Over the past few weeks, this blog sparked a wave of criticism directed toward voices.com, one of the many online casting services. Colleagues like Iona Frances, who would normally bite her tongue on this topic, felt compelled to respond, and she shared her experience, as did many others.

The big question is: What will voices.com do with this feedback? I’m pretty sure the management has read the articles as well as the comments, and they can’t be too pleased. Countless colleagues have called Canada to cancel their membership, and have asked for a refund. Some have even contacted a lawyer.

If I were the CEO of “Voices,” I would listen, and listen carefully. This is an opportunity to learn and grow as a company. If the critique is valid, changes must be made. If the feedback is based on false assumptions, the company needs to set the record straight. What it cannot do, is to remain silent.

Ignoring a problem does not make it go away.

The worst thing “Voices” could do, is to give those who give them feedback, a hard time. But based on what I have heard, that’s exactly what’s been happening.

Instead of trying to regain the trust of members who each paid $399 or more for services they feel they’re not receiving, callers are getting an earful. That’s not how you treat the talent your site supposedly supports. Moreover, it only confirms the negative impression people had in the first place.

As for me, I have always retained a free membership that allowed me to monitor developments and changes at “Voices” from the inside. Rather than have other people tell me about sliding rates and managed projects, I could see for myself what was going on.

When I tried to log on yesterday, I made an interesting discovery: my account had been removed.

Without any warning or explanation.

Apparently, that’s how this company deals with those who dare to criticize it. You have been warned!

I have only one thing to say:

“Voices.com, thanks for the feedback.

Keep on doing what you’re doing, but know that we’re on to you!”

Paul Strikwerda ©nethervoice


Letting Go and Moving On

by Paul Strikwerda in Articles, Career, Pay-to-Play 23 Comments

man holding cup of coffeeThe basement of the church office was bright and open. The aroma of fresh coffee was wafting in the air as Agnes -a woman in her late sixties- brought in a plate of homemade snickerdoodles. In one of the adjacent rooms, a radio was playing Songs of Praise.

“Oh Lord, deliver us from evil,” seemed to be the hymn of the day. It couldn’t have been more appropriate.

“Ah Agnes, it’s so good to see you,” said Father Andrew, who’d just come back from his early morning jog. “You never come empty-handed, and you know how we all love your baking!”

“Well, let’s hope we have some people to enjoy these cookies,” Agnes said. “Do you think anyone will show up?”

“You’ve got to believe, Agnes. You’ve got to believe. That’s what this place is all about,” said Father Andrew. “This will be the very first meeting of its kind, so you never know, but I have high hopes. Over the past few weeks I have heard from so many people, and they seem ready to take the plunge.”

Andrew, or Andy as he liked to be called, began to arrange some chairs in a circle. He had no idea how many he would need, so he stopped at twelve. How biblical!

Ten minutes before the meeting was supposed to start, the first participant showed up. It was a middle-aged, nervous-looking guy wearing a Yankees sweatshirt, a baseball cap, and dark sunglasses.

“Well, someone’s got to be the first,” he said, as he walked in. “This coffee smells so good. May I?”

“Help yourself,” said Agnes.

“I love my morning coffee,” said the man. “And you know what they say: The best part of wakin’ up … is Folgers in your cup.

And as he spoke, both Father Andrew and Sister Agnes looked at each other.

“I’m the pastor here,” said Andrew, extending his hand. “I’m glad you could come. Your voice sounds familiar. Have we met?”

“Oh, I get that all the time,” said the man. “I’m John, by the way. We’ve never met, but I’m pretty sure you have heard me before. Let’s see… Have you seen that commercial for the new female Viagra? It came out last week.”

“Not really,” answered Andrew.

“I have,” said Agnes with unusual enthusiasm. “I’ve seen it a few times. Is that where I know your voice from?”

“You, bet. That’s me,” said John. “One day it’s all about having fun in the bedroom. The next I’m selling a cream that can cure athlete’s foot. Welcome to my world!”

A young woman entered the room. “John!” she cried. “I didn’t know you’d be here. I thought you weren’t doing that thing anymore. Aren’t your agents keeping you busy?”

As the two were catching up, Father Andrew whispered in Agnes’ ear:

“Is it just me, or does that young lady sound like she just walked out of a cartoon?”

“You’re right,” said Agnes. “She does sound like a character from a show I watch with my granddaughter. It’s about tiny, obnoxious superheroes. I’m telling you: this is going to be one interesting morning.”

The next person to come in was an unassuming, short fellow with a babyface. He did his very best not to be noticed, but Agnes spotted him immediately.

“May I offer you some coffee, young man?” she asked.

He looked at her for a moment, and said with a booming voice:

“In a land before time…

one woman embarked on a journey

that would change her life…

forever.

From the people who brought you “Heavenly Creatures”

comes a story of love, longing… and caffeine.

Rated PG 13.

Coming to a theater near you.”

“I take that as a yes,” said Agnes.

Within minutes, more people arrived, and for some reason, the atmosphere seemed grim.

“Please grab a seat,” summoned Father Andrew. “I know you’re all eager to get started.”

He looked around the circle, making eye contact with everyone in the room.

“Welcome to our first meeting. So glad you could make it. I wanted to start with a reading from Exodus, but I chose a short prayer instead.”

All of a sudden it became very quiet.

“Oh Lord, grant us the serenity to accept the things we cannot change,
The courage to change the things we can,
And the wisdom to know the difference.
Amen”

“Amen,” answered a few.

“Now,” said Father Andrew, “you’re all here today because you feel powerless, and a part of your life has become unmanageable.”

A few participants nodded.

“Many of you believe that you can’t live without that which has had such a grip on your life for so long. Yet, you feel that the time has come to let go of what no longer serves you.”

“Hear, hear” mumbled one of the participants.

“I know all of you have paid the price for years and years, and have wasted many hours, desperately seeking, and desperately hoping for something that rarely came. Am I right?”

“Oh yes,” said the girl with the cartoon voice. “I was such an idiot.”

Father Andrew stood up and said:

“Don’t feel bad. You are not alone. By being here, all of you have shown that you’re ready to become a member of a new group. A liberated group. And here’s the good news, people: You don’t need a credit card to join. I’m not going to ask you to set up an online profile either.

The only requirement for membership is that you have to have a desire to stop using what you’ve been using. Is that clear?”

Everybody seemed to be in agreement.

“I noticed that some of you know each other, and others don’t. Before we start sharing our experiences, let’s introduce ourselves, knowing that you cannot change what you don’t acknowledge. So, as you state your name, please tell the group why you are here.”

Father Andy looked at John, and said:

“Since you came in first, perhaps you’d like to start.”

John took off his sunglasses, revealing deep, dark eyes that hadn’t had much sleep. He sighed a deep sigh, filled with sorrow and regret, and said:

“Hello, my name is John, and I pay to play.”

And the group answered in unison:

“Hi John.”

That morning, Voice Actors Anonymous was born.

Paul Strikwerda ©nethervoice

PS Next time I’ll blog about how voices.com has added insult to injury by the way it has responded to the criticism of the past few weeks. Click here to read that story.

photo credit: No Flash via photopin (license)


Voices.com: Unethical and Greedy?

by Paul Strikwerda in Journalism & Media, Money Matters, Pay-to-Play 132 Comments

Mad as hellOn October 15, 2014, Susan Truppe, the Canadian Member of Parliament for London North Centre, visited the offices of Voices.com for a second time. She did not come empty-handed.

That day she announced that “Voices” would be receiving $900,000 from the government “to go global by expanding its project management division and translating its products into additional languages.” (source)

She had some nice things to say to the owners of Voices:

“Taking a business idea and turning it into something that does well in commercial markets is something we need to see happen more and more in Canada. The founders of Voices.com have done this extremely well and I congratulate you, David and Stephanie Ciccarelli. (…) You have grown your business into a marketplace valued by radio and television stations, advertising agencies and Fortune 500 companies.”

Notice which category was missing?

Voice actors!

EXPANSION

$900,000 may seem a lot of money, but it’s not nearly enough if you have big plans.

In April 2015 it became clear that Voices had secured $2 million from BDC Capital, and according to Voices CEO David Ciccarelli, his company has raised $5 million so far, all of it debt financing. Talking to the Financial Post, Ciccarelli added that he estimates his company to make $15 million in gross revenue over the next 12 months, and that Voices will exceed $100 million in annual revenue within three years.

In June, Voices announced that it would open up shop in New York City. According to the website TechVibes, 85% of Voices.com’s customers are located in the US, and a majority of the company’s 125,000 voice talent are located there.

Did you know that voices.com had a database of 125.000 members?

Again according to TechVibes, the Canadian company is experiencing 400% year-over-year growth, and it expects its workforce to reach up to 200 employees by the end of 2016.

SUCCESS STORY

From a business perspective, Voices is a success story Canada can be proud of. By all accounts, the two owners are intelligent, hard-working people, who want their company to be the leading voice casting service on the planet.

There’s nothing wrong with being ambitious, but what an increasing number of members are concerned about, is how those ambitions are being realized. They know that without voice talent, the company would have nothing to offer. One might as well remove the word “voices” from Voices.com.

However, the very people who are at the center of the company’s growth, feel they’re being treated like second and third-rate citizens. The massive response to last week’s blog post, attests to that. The story has been viewed more than ten thousand eight hundred times, and if you haven’t seen it, stop what you’re doing, and read Voices.com Is Slapping Regular Members In The Face.

In the days after this article was published, we learned a lot more about the business practices of Voices.com, thanks to many colleagues who decided they’ve had enough. Here are some themes that emerged from hundreds of comments:

1. Voices.com is driving VO-rates down.

While the price of membership goes up and up, voice-over rates are going down and down. That should come as no surprise. Voices tells clients on their “About-page” that by using their services they can expect a “50% savings on voice talent and audio production and administrative costs.”

Big corporations and institutions that used to pay talent a decent rate, can now book a voice at a bargain. Good for them. Bad for us. Once clients are used to lower prices, why would they ever want to pay a penny more?

2. Voices.com may take more money than you make.

Let’s assume a client pays Voices $650 for their services. That doesn’t mean the talent will see or get $650 for a voice-over narration. Colleagues tell me that Voices will often show the job as paying much less, from which a 10% escrow fee will be deducted as part of their SurePay™ system that every member is forced to use.

This is not some random example. This actually happened to voice-over Andrew Randall. The client was already a contact of his, and told him how much they had paid Voices to get the job done. Andrew writes:

“The rate Voices.com originally posted on this job was $440. Deducting their 10% escrow fee, that would have left me $396. That means Voices.com was intending to keep $254 of the client’s voice-over talent budget of $650, or a staggering 39%.”

This particular job was handled by Voices’ Professional Services team. This division will cast the job on the client’s behalf, and more and more projects are handled this way. It seems fair that a client pays a bit extra for this service, but close to 40%? That’s a huge cut of which the voice talent will never see a dime.

A ticked off Andrew responds:

“Union agents are only legally allowed to take 10% of a talent’s fee, and even non-union agents never take more than 20%, and usually 10 to 15%. I wonder how much money I have lost over the years from previous jobs for which I was unaware that Voices.com was taking such a huge cut of my fee. I may seek legal advice to see if I have a case to request those exorbitant fees back.”

But there’s more.

One disgruntled Platinum member told me she booked a job through Voices for $400, not knowing who the client was because Voices didn’t list it. And since Voices explicitly forbids talent to contact clients directly, she couldn’t ask.

Once she got the script, she found out that it was for a MAJOR global brand. The video she ended up narrating has over 3 million hits and counting. She said she has a feeling that Voices charged the client a much higher fee, and pocketed the difference.

A fellow-voice-over agreed, and said:

“They do take $ and hide what the client is actually paying. Another talent mentioned earlier today that they had a friend who booked a job at $1500 (outside of the pay-to-plays) and Voices posted that same job as paying $250. I’ve heard several different accounts of this happening from different sources now.”

This practice doesn’t only insult talent. It also angers those who use Voices to hire talent. A producer just commented:

“I had a recent job where my offer was $250/voice, and the talent told me that they were told by Voices that the job was only $120. This pisses me off because it makes me look like a cheap bastard and some good talent probably passed on auditioning since they saw the job as too low budget for them but in reality, it wasn’t.”

3. Voices controls how much you can “play,” based on what you pay.

As a regular Premium member, you will never see all the jobs that are in the Voices.com system. That’s how it is set up.

As I reported last week, a select group of 100 Platinum and Platinum Unlimited members who pay $2500 or $5000 respectively, are invited to more public job postings, and will get more private invitations than any of the other 124,900 members. Not because they’re more talented or more experienced, but because they paid Voices to give them preferential treatment. They’ll also receive VIP customer service.

One voice talent responded:

“What about everyone else who cannot afford $2500 for a membership, let alone $5000? They are basically making those talents audition into the void and completely waste their time. It’s not about TALENT anymore with this system- it favors those who will put in the money. As someone who grew up very poor, this makes me incredibly sad- and truly outraged.”

Someone else added:

“If I could afford the $2500, I wouldn’t need Voices.com”

Of course Voices.com cannot guarantee any member at any level that they’ll ever get selected for any posted project. They may control the flow of auditions, but they can’t tell the client whom to hire. 

Since my story broke, I have heard from a number of Platinum members, all of whom have been in the business for many, many years. One of them was voice talent and coach Deb Munro. She commented:

“I received more private auditions and made my initial investment back, but not much more than that either. I am floored that they are offering another tier [The Platinum Unlimited membership, PS]. This will be the demise of the site in my opinion, once more exposed.”

Here’s another point most commentators seem to agree on:

4. Auditioning on Voices.com is pretty much a waste of time and money.

Just listen to what three experienced voice-overs had to say:

“I auditioned like crazy, got one gig. 95% of my auditions were never even listened to. I finally would only audition if it was a 90% or better match, and less than 25 people had already auditioned, still nothing. I don’t know what the secret code is, but I couldn’t crack it, and I get plenty of other work.”

“The count of my auditions at Voices.com is in the high hundreds, and I’ve landed a total of two jobs – both from the same employer. I’ve received quite a few “likes” on my work, but a large number of my auditions go unheard and many more projects get closed without any further action. Spend more for better treatment and more visibility? Can Voices.com guarantee I’ll earn my investment back? On both counts, I think not.”

“Wow! I swore off P2P years ago. I thought it was not for me. This new Platinum Unlimited membership level brings it to a whole new level of wasted effort! I know there are some talents who have landed spectacular clients and/ or ongoing gigs. But that seems to be a rarity.”

Can it get any worse? Well, here’s another conclusion many colleagues seem to share:

5. The business practices of Voices.com are unethical. The company exploits naïve beginners, and doesn’t care about voice talent.

Here’s a small selection of comments on that topic:

“Monetize all the things” seems to be the new business model. Even inventing things to monetize. Yeah, one year was enough.”

“I would come back with open arms if they stopped the bidding wars, stopped undercutting their talent, and started representing their talent honorably. They have essentially taken over the job of a talent agent, and are NOT treating their talent according to the principles true talent agencies do. In the process, they are putting real talent agencies at risk – the real workers who fight for the talent. It has to stop.”

“I hate the way they run the company now. They used to pretend to care about members. Now they don’t even pretend to care. They just show utter contempt. David and Stephanie can run their company how they like. I will no longer support it or recommend it to other actors.”

“The arrogance and abusiveness of this company is astounding.”

Voice talent Todd Schick does’t mince words on his website:

“Some people are devoid of ethics and morals; they simply can’t see the benefit – monetarily or otherwise – to treat others in a fair, ethical manner.
Indeed, I’ve heard personally from former employees at Voices.com who have been threatened….now in fear of coming forward. Those that work there are rumoured to have been told to toe the line or be fired. Further still, talent who make noise about this issue are blacklisted (…).”

WHAT WILL HAPPEN NEXT?

You have read the critique. The question is: will it make a difference? Many colleagues are cynical:

“Paul rightly calls them on their tactics, but Voices.com knows VO-land is disorganized and that there will always be newbies willing to under-bid on a job to get a foothold in this job field. For every one subscriber who quits the P2P in disgust, three more step up with dollars in hand.”

“They’re making money hand over fist. That’s all they care about. They’ll ignore this until it dies down, and then continue to think of new ways to fill their coffers.”

I have blogged about Voices.com before, and whenever I do, it always seems to hit a raw nerve. People share these stories on social media, and comment like crazy. But this time, one thing was definitely different, and I’ll tell you what it is.

Normally, I would always get a few commentators who would come to Voices.com’s defense. They’d tell me how much they love the site, how much money they had made, and that business was booming thanks to this Canadian company. Some said I should stop being so mean to Stephanie and David.

This time around…. nothing.

What I heard instead was this:

“I’m done.”

“I called customer service, and cancelled my membership. I should have done it a long time ago.”

Time after time after time.

And you know what else? In the midst of all this bad publicity, the company isn’t even attempting to do any form of damage control. They’re not denying anything that has been said or written.

At their headquarters in London, Ontario, it has been quiet.

Disturbingly quiet.

Voices.com seems to have lost its voice.

Oh well…

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!


Voices.com Is Slapping Regular Members In The Face

by Paul Strikwerda in Articles, Money Matters, Pay-to-Play 121 Comments

Canadian dollarsVoices.com is doing it again.

They are making it harder and harder for regular (Premium) members to audition for, and book jobs.

How does “Voices” do it?

By creating yet another exclusive membership level, limited to a group of very special people who get preferential treatment. But before I get to the new program, let’s talk about the current situation. 

As a voice-over blogger and coach, people often share their frustration about voice casting sites with me. One of my students wanted to know: “Why does it seem almost impossible to land a job on a site like voices.com? I pay them $399 per year, and I audition like crazy. This year I have yet to book a single job. What I am I doing wrong?”

I told him: “You might not be the problem. It’s the system that is rigged against you. On purpose.”

Voices.com writes:

“We’re all about empowering you and your voice in this world of opportunities. (…) The Premium membership is designed specifically with the voice-over professional in mind.”

What many “ordinary” voices-members don’t realize, is that they’re being treated like second-rate citizens. Their annual fee does not give them access to all the jobs and exposure the site has to offer. That privilege goes to 100 Platinum members who pay a whopping $2500 each per year.

What does that get you? Supposedly this: 

  • the highest rankings in the Voices.com search engine
  • a one-on-one consultation with your very own Success Manager
  • two press releases per year
  • being invited to audition for select Professional Services jobs
  • Google marketing
  • higher directory rankings
  • bonus eBooks available for download
  • VIP customer service

 

A GOOD INVESTMENT?

The question is: Is such a membership worth it?

Here’s the problem: no one knows, because we don’t have data that can be independently verified. All we have is anecdotal evidence, and a multitude of marketing messages. 

I spoke to one Platinum member who asked to remain anonymous. She said:

“I have auditioned over 700 times in the past 12 months, and have been hired about 16 times. Out of those 700+ auditions, around 270 of them remained ‘closed’ with no action taken.”

By the way, these numbers are purposely vague to make sure the voice talent cannot be identified. What I can reveal is that she more or less broke even. In other words: she made as much as the cost of the Premium membership… by auditioning over 700 hundred times.

Imagine spending all that time trying to land a few jobs, and ending up making no money at all. Is that a good return on investment? Of course this is just one example of one member, so keep an open mind.

A NEW MEMBERSHIP PLAN

Now, are you ready for this?

The same person recently received a new offer from the Canadian company:

“I’m happy to tell you that we’re releasing a new membership called the Platinum Unlimited membership on September 1st, 2015. The Platinum Unlimited membership includes all of the features and benefits of a regular Platinum membership. (…) Additionally, the Platinum Unlimited membeship (sic) will include a Voices.com branding recording that would be provided to clients via email to give you excellent exposure while showing clients how impressive our talent can sound.

Currently, we have a system called VoiceMatch Invitations that controls the number of jobs you’re invited to. With the new Platinum Unlimited membership, we will essentially be turning this off. You will be invited to approximately twice as many public jobs postings. Our original Platinum membership gives you the opportunity to receive more private invitations because of the boost in your search ranking, while the Platinum Unlimited membership will allow you to choose from a larger amount of publicly posted jobs.

The Platinum Unlimited membership will only be available to our Platinum members. As always, we limit the Platinum membership to 100 people. This means that some people will have the Platinum membership, others will upgrade to the Platinum Unlimited membership, but in total between the two memberships we will never exceed 100 members.”

And how much is this Platinum Unlimited membership going to cost you?

How about five thousand dollars?!

No, I’m not kidding.

THE TRUTH COMES OUT

Here’s what I find particularly revealing.

In the invitation above, Voices.com admits that they are purposely controlling the number of auditions members get invited to, and they’re curtailing the number of public jobs their members receive. 

The only way to turn that system completely off, is to fork over five grand. As of September 1st, even Platinum members won’t be receiving all the job postings anymore. Remember, Platinum Unlimited members will receive “approximately twice as many public jobs postings.”

With this move, Premium members are relegated to a third tier position, making it even harder for them to compete with colleagues who get preferential treatment.

Talk about stacking the cards against you!

Let’s briefly look at a few other perks a Platinum and Platinum Unlimited plan have to offer. First off, there’s the highest voices.com search engine ranking, and higher directory ranking. 

This whole spiel about increased search engine ranking sounds very much like the snake oil sales people who are inundating my inbox with ridiculous claims and outrageous offers: “For only $500 a month we can get your website a top ranking on Google!” Everyone knows it’s bogus.

But let’s assume the creative minds at Voices can manipulate their search engine to give the Platinum & Platinum Unlimited members top spots. What this means is that neither competence nor experience matters if you want clients to see your name first. It’s all about how much you pay. 

In the world of Voices.com, money trumps talent. It’s a clear indicator of where their priorities are.

ARE YOU A VOICES-VIP?

Secondly, only Platinum and Platinum Unlimited members will receive VIP customer service, whatever that means.

I don’t know about you, but I teach my students to treat every client like a VIP, regardless of how much they’re paying. Why? 

Because it is the right thing to do. 

I believe these overpriced Platinum programs are a slap in the face of all the regular paying members who expect to get a fair shot at booking voice-over jobs. What’s more, these schemes are only guaranteed to fill the coffers of Voices.com. 

So, if you are in any way tempted to go Platinum Unlimited, take a moment and think of all the things you could do with 5K that would help your business right now. 

This is five thousand dollars YOU control, and not some greedy company in Canada.

I wonder what they will come up with next. 

Paul Strikwerda ©nethervoice

PS Be sure to read the follow-up story, and find out how colleagues and clients respond: Voices.com: Unethical and Greedy?