Peter Dickson (l) and Hugh Edwards (r)
I usually don’t allow guest posts on my website, but today I am making an exception for Hugh Edwards, CEO & Founder of Gravy for the Brain.
The issue of sliding voice-over rates is pressing and seemed impossible to solve.
The folks at Gravy for the Brain came up with a brilliant, no-cost solution that can make a huge difference in the lives of those who talk for a living.
Click on this link to read Hugh’s article.
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Are you a nail-biter, a chain-sitter, or an overeater?
We all have bad habits we want to get rid of.
Here are some of the things I have written about in the past, I wish colleagues would let go of in 2019.
1. Spending money on new equipment while you’re still in a bad recording space.
Yes, I know you’ve been eyeballing that new microphone for the past six months now, but will it stop the neighbor’s leaf blower from blowing, or the deep rumble of the school bus from making a guest appearance in your auditions? Will it magically tame the flutter echoes in your improvised booth, and make you sound like the next movie trailer man (or woman)?
Not in a million years!
The number one thing that held me back from being successful as a voice-over, was the absence of a dedicated and isolated recording space. Once I built my own booth, I had the freedom and confidence to go after every job I felt I was suitable for. Last year, almost every production I’ve been involved in began in my home studio. It has paid for itself many times over.
Treat the space first. Then treat yourself to some shiny new equipment. If you must.
2. Expecting the keys to the kingdom on a silver platter.
I’m a member of many social media groups dedicated to voice-overs. A majority of these groups are supposed to be for professional voice talent. Yet, every single day I see amateur questions that have been asked and answered hundreds of times, coming from people who are too lazy to do their homework. In the age of the Internet no one can claim ignorance, so:
Stop playing dumb, people! It’s embarrassing.
It’s not that our community isn’t willing to share. If anything, the VO-universe is very giving to those who demonstrate relentless commitment and extraordinary talent. But I refuse to help people who want to pick my brain out of a false sense of entitlement, and a simplistic idea of what it takes to make it in this business.
So, dear colleagues: Stop giving free rides to those who don’t feel like learning how to drive. If you keep spoon-feeding a child, it will never learn how to eat by itself.
3. Complaining without taking responsibility or action.
“The book I’m narrating is awful. The author is impossible to work with. The deadline for this project is unrealistic. They expect me to record a complete rewrite of the script for free…”
First of all: Stop whining!
Winners aren’t whiners.
You’re a freelancer. You are free to work with anyone you want. Nobody is forcing you to read a crap novel about a topic no one’s interested in for a ridiculous royalty share. You don’t have to collaborate with a disrespectful writer who pretends to know more about voice-over narration than you do. If a deadline doesn’t work for you, then don’t agree to it. Never record a complete rewrite at no charge. Your time and your talent are valuable.
If you feel this particular pay-to-play you’re a “member” of, is greedy and unethical, don’t keep it in business by renewing your membership. Don’t tell me your livelihood depends on this one company. It’s bad business to put all your eggs in one rotten basket. If you want quality clients, start doing the legwork yourself. It’s part of being a pro!
4. Working for less than you deserve.
No matter what freelance business you’re in, there’s a quick and easy way to get rid of clients that treat you like dirt, and pay you accordingly:
Price for profit and raise your rates!
It’s not that complicated. Every time you accept a job for less, you send a signal to the market about your worth, and the worth of your colleagues. Clients aren’t stupid. They love getting more and more for less and less. We all do. But we also understand that there’s a link between value and price. Price is an important indicator of professionalism and quality.
I’ve said it before, and I’ll say it again: When it comes to voice-over fees, you’re either part of the problem, or you’re part of the solution. As soon as you start competing on price and out of fear, you’re doing yourself and your community a huge disservice. As soon as you start competing confidently on added value, you’re teaching your clients about the worth of (y)our work.
By the way, here’s something else you should stop doing in the new year:
5. Making assumptions about your clients.
So many colleagues tell me:
“If my quote is too high, I’m afraid the client won’t be able to afford me, and I’ll lose the job.”
Let me ask you this:
“How do you know what a client can or cannot afford? Did you talk to their accountant? Let’s say you didn’t get that job because of your higher bid, what did you lose?” You can’t lose something that wasn’t yours in the first place. Secondly, you’ve actually gained time to pursue or do a job at a respectable rate.”
Last year I’ve said “no” to more offers than in any year of my entire career, and this was my best year on record. I’m not saying that to impress you. I’m saying that to empower you.
Don’t ever pretend to know what your client is thinking of, or hoping for. You’re not in the mind reading business. You’re in the script reading business.
Never assume. Always ask.
Having said that, I won’t assume what things you’d like to stop doing this year.
If you like, you can share them in the comment section.
Don’t let me stop you.
Paul Strikwerda ©nethervoice
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“Seize the day,” “Carpe Diem,” “Maximize each moment.”
In a society as hectic as ours, that seems to be sound advice. Especially at the beginning of a new year.
All of us are given a limited time on earth. The best thing is to use it wisely. Don’t worry too much about tomorrow. Get the most out of each day.
Go to any electronics expo, and you’ll find tons of smart gadgets designed to make us do more in less time. While some of these ingenious tools can be helpful, they are part of a trend that worries me:
Life is speeding up. People are getting less patient, and more stressed.
They are focused on the short term, instead of thinking ahead.
Why? Because we crave certainty, and it’s easier to predict what will happen in the next moment as opposed to years from now. Instant gratification has never been more popular, and has never been more destructive.
A few examples.
Politics doesn’t think in decades anymore. Voters have short memories and demand quick results. Policies that lead to temporary gains are favored over measures that may take years to implement and bear fruit. Let’s drill for energy today, and we’ll worry about the environment later!
We’re not interested in diets or exercise that lead to gradual, lasting weight loss. No, we demand results by the end of the week. And if that scale doesn’t give us a number we’re happy with, we blame it on the method and move on to something else. But everybody knows that losing pounds is the easy part. Keeping them off is much more challenging. That requires long-term commitment.
Makeover shows on television tell us that people can change their lives in a matter of days. It takes us a week to build an Extreme Home, five days to turn a failing restaurant around, and 48 hours to learn what not to wear. After that, we’ll never be the same again! Well, a few weeks later our dream home is leaking, the bistro is going bankrupt, and that fashion-challenged girl dresses like a slob again.
I’m sorry to break it to you, but quick fixes rarely lead to lasting change.
Short-term thinking is a big problem in the “industry” I’m a part of: the wonderful world of freelancing, in particular, the voice-over industry.
THE MYTH OF THE SHORTCUT
Thanks to false advertising, unrealistic expectations, and an attitude of entitlement and impatience, some people still believe they can rise to the top in very little time. Just read this book, take that seminar, and buy some cheap gear. Before you know it, you’re in business! No experience necessary.
And when these people finally come to me for coaching because they’re not getting anywhere, they are shocked when I present a long-term plan without guarantees.
“That can’t be,” they say. “This takes too long, and it’s too expensive. I don’t have the time, and I don’t have the money. I thought this would be easy.”
I tell them:
“If you’re in this for the long run, a few simple steps won’t get you anywhere. Would you throw some seeds into the soil and expect a few trees to magically pop up the next morning? And would you expect these trees to bear fruit the day after? It may very well be a couple of years before you book your first job.”
One person responded: “If it takes that long, you’re probably not a very good coach.”
I replied: “If that’s what you believe, you probably won’t be a very good student.”
THE ONLINE CASTING TRAP
Another example of short-term thinking is the way some people perceive the “membership” fee for online casting sites. They tell me: “If I book one nice job, this whole thing pays for itself.”
No, it doesn’t. It wouldn’t even be true if you only booked that one job. If you spend let’s say $399 on membership, and you make $399, what’s your profit? To see if that $399 would be a worthwhile investment, you’d have to look at an entire year of membership, and ask yourself: “For all the time and money invested, how many dollars did I get in return?”
You’d have to add up all the money made through that Pay to Play in one year, and deduct the membership fee, taxes and other expenses. Then you divide your net profit by the total number of hours required to generate that income. By hours I mean all the time spent looking at jobs on that site, doing auditions, communicating with clients, and recording/editing the audio.
When you finally look at how much you’ve made per hour in a year, do you think this is still a good investment, or should you spend your time and money elsewhere? Of course no one ever takes the time to run the numbers. Perhaps they’re afraid of the answer.
A COMMON MISCONCEPTION
But don’t make the mistake that short-term thinking is just a problem for the newbie. I often encounter it when colleagues discuss the hot topic of pricing. People with a short-term view tend to charge lower rates than those who are in it for the long haul.
“I’d rather make a hundred bucks now, than lose out on a job,” they say. “A bird in the hand is worth two in the bush.” A week later they complain that they can’t seem to make a living as a voice talent.
No surprise there.
Your rate is not just about money. It’s a sign of professionalism. It sends a signal to the client: “This is what I believe my time and talent are worth.”
It also sends a signal to the industry: “This is what I believe this job is worth.”
By the way, it’s much easier to book a low-rate job than to land a well-paid gig. Any fool can undercut the competition (and go broke in the process).
Here’s the thing: If we devalue the work we do, don’t expect rates to rise. Low rates will become the new normal.
How do we turn this around?
Step one: realize that short-term actions have long-term consequences.
If you don’t think about the long-term consequences of your actions, your life becomes inconsequential.
A NEW FOCUS
If you wish to have sustained success as a freelancer, you have to start thinking long-term, and big picture.
You have to ask yourself:
“Where do I want to be, five years, ten years from now? How much do I need to minimally make in a year to get there? What do I have to invest? How much do I need to charge?”
Of course you also have to factor in what people around you are charging, and what clients are willing to pay. But don’t let that limit you. Premium products command a premium price. If you think that’s just a slogan, tell me: who’d have thought people would be willing to pay over $1000 for a mobile phone?
Thinking big picture also means you have to consider the effect your actions may have on others, and on this planet (often for generations). You don’t live on an island. It’s not just about you. What you do or don’t do may not seem earth-shattering, but it makes a difference. A tidal wave consists of many small drops.
So, here’s my humble request for 2019:
Accept that there are no shortcuts to success.
Slow down, practice patience, and embrace delayed gratification.
Dare to say no, instead of settling for low.
Trust me.
All of this will pay off in the long run!
Paul Strikwerda ©nethervoice
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Is the voice-over world one big love fest?
If you go to pretty much any VO-conference, you may get that impression. There’s a lot of hugging and endearing cheering going on. People speak of “my voice-over family,” and will introduce you to their “Sister from another Mister.” It’s all hunky-dory on cloud nine. Why is that?
Is it because voice-overs tend to be part of an inherently “nice” and unpretentious group of people who avoid conflict at all cost, or is it because all the “nasty” people stay away from these social gatherings? Perhaps the bad apples congregate at conventions we know nothing about, sponsored by voices dot double U dee (wd stands for world domination).
But seriously, not all is well in voice-over land, and you know it. As in any community, there is camaraderie and controversy. Not to stir the pot in any way, but there still are a couple of hot-button issues we shouldn’t sweep under the carpet. Let me name a few.
1. Rates: publish them, or keep the client guessing?
Out of all the topics, the greatest shift in thinking happened on this one. In 2012 I made the case for colleagues to publish their rates on their website. Why? Because in the twenty-first century, people want to know how much things cost. That’s the way they are wired.
The nay-sayers argued that listing prices would hurt negotiations. It would scare away customers, and we’d make it easier for the competition to put in lower bids. Besides, there was no consensus as to what was considered to be a standard rate.
Fast forward five years. The Global Voice Acting Academy’s Rate Guide has taken our community by storm, and is widely used as a point of reference. It’s been sent to some Pay-to-Plays, and the latest version was edited so it could be presented to clients. More recently, UK-based Gravy For The Brain published a guide to voice-over rates typically charged by voice artists in the United Kingdom.
In short: voice-over rates are no longer a big mystery. More and more colleagues are publishing how much they charge. Still, a fair number of colleagues feel we don’t do our industry a favor by being open about our prices, and thus the discussion continues.
2. Rates: how much or how little to charge
Critics of rate guides almost always use the same argument: “Who are you to tell me what I should charge? Mind your own business!” Oddly enough, it’s usually people on the lower end of the scale who seem to be defensive, and I have trouble understanding why they respond that way. If you’re running a for-profit business, isn’t it helpful to know what the going rates might be?
Secondly, these rate guides are called guides for a reason. No one will force you to charge a decent fee for decent work. If you feel your voice-over isn’t worth more than a fistful of dollars, welcome to the Wild West where the deaf lead the blind.
But let’s put all of that aside. Why shouldn’t we have a rate debate? Why can’t we issue guidelines? Almost every professional organization on the planet deals with compensation. That’s just one of the things professionals talk about. Only amateurs don’t have to concern themselves with what they charge. And that’s perhaps the crux of the matter.
The never-ending influx of amateurs has weakened the position of professionals. That’s why pros are taking a stand, and say:
“You may want to work at any rate, but it is immoral and unwise to do so. If you don’t value what you have to offer, you cannot expect others to value it either.”
3. Union membership
This is another hot topic in the voice-over world. Some prominent voice-overs feel the answer to all our troubles is to join SAG-AFTRA (or if you live outside of the U.S., to join another union). We’d all be paid a fair amount, we’d get health insurance, and we’d be in a much better position to negotiate with the big players. United we stand!
The problem is that many voice-overs feel that SAG-AFTRA has been treating them as unwanted stepchildren, once removed. Compared to on-screen actors, we’re the invisible small potatoes. Who cares if we ruin our vocal folds, dying a thousand screaming deaths for some silly video game? We don’t deserve extra compensation for that, do we? (please insert sarcasm)
After the longest strike in SAG-AFTRA history, there’s a tentative deal on the table that includes a promise that companies will work with the union to “examine the issue” for the next three years.
Things like that make me scream, but I have to be careful!
In a recent article, the Washington Post concluded: “In a $24.5 billion U.S. video game market that has turned some voice actors into celebrities, they still aren’t treated with the same respect as actors in television and in movies.”
Did you know that video games don’t pay residuals, and a union-proposed bonus structure for voice-overs didn’t make it into the tentative contract?
On top of that, a lot of union jobs are now turned into non-union, and SAG-AFTRA has done little or nothing to stop that trend. Oh, and did you get the news that a certain Canadian voice casting site has introduced a platform for talent agencies to access SAG-AFTRA jobs? They’re also going after ACTRA and other performance unions around the globe. Did the union(s) speak out about that, yet?
All I heard was crickets, so let’s turn to another topic.
4. WoVO
The World Voices Organization (WoVO) was incorporated on April 25th 2012, and it was launched a day later. WoVO is a non-profit international industry trade organization. Its mission is:
“to inform and educate members of the voice-over community and other business professionals about best practices, standards for ethical conduct, and professional expertise as it relates to the voiceover industry.”
WoVO is run by voice-over talent for voiceover talent, and I am one of its members.
Why do I list WoVO as one of the hot-button topics in voice-over land? Because there must be thousands and thousands of voice-overs in the world, and only about eight hundred or so are WoVO members. If WoVO-membership would be a no-brainer, this number would be much higher. Apparently, it’s up for debate.
If you are reading this blog, and you are not a member, what are you waiting for?
5. Voices dot wd
In one way I’ve got to give it to the leadership of this greedy, unethical company: David C. has always been clear about his ambitions. He wants to be THE middleman in voiceoverland, taking a big fat cut from every party involved in every transaction on his site. This year, Morgan Stanley Expansion Capital gave him eighteen million reasons to demonstrate he can deliver.
The pressure is on!
David’s strategy is straightforward: gain the biggest share in the voice-over market by creating a streamlined system that’s simple enough for stupid people to use. The next step is turning his VO-services into a commodity by encouraging the lowest bidders to sell to the cheapest clients.
How do you get voice-overs to buy into this scheme?
1. Appeal to the laziest hopefuls by promising to deliver lots of leads via email.
2. Have them pay an annual membership fee for the privilege of bidding on jobs they’re likely to never land; a privilege shared with over 200,000 other voice actors in 139 countries.
3. Make it easy to sign on the dotted line. No talent needed. Just a credit card.
Why is this still dividing the voice-over community, you wonder? There are two hundred thousand reasons why. Without them, there would be no voices dot wd.
BONUS: The Voice Arts® Awards
On Sunday, November 5th, people were flocking to New York to attend The Voice Arts® Awards Gala, known to some as the “Joan & Rudy show.”
There are voice actors who believe our profession needs these awards to provide international acknowledgement of the extraordinary skill and artistry that goes into voice-over acting. Others like me, question the value of these awards.
In case you didn’t know: the Voice Arts® Awards do not give a prize to the best performance in a specific category. They only nominate and award those who paid a significant amount of money to be evaluated. In other words: you pay to play. So, a phenomenal voice talent might never win an award because he doesn’t want to spend his money on some competition.
By the way, the costs don’t end there. As a nominee, you’d have to travel to the awards, pay for a hotel and meals, pay for a ticket for your partner, and if you win, you also have to fork over $350 for your trophy. Is that worth it? And get this. Even though all VO’s pay to enter the competition, only VIP’s get to walk the red carpet, and last year there wasn’t enough time in the show for everyone to accept their award on stage. One of last year’s nominees told me:
“I was sold on going to this show and spending about $2000 because I’d have my name and work announced (marketing!), and I would have my moment like all the other nominees (fun!). And I was robbed of both. Those were the two reasons for going to the VAA.”
Another colleague wrote:
“There are no stars in VO. We both know it’s not glamorous. A big party is fun when we’re all together. But to get together to honor the dubious distinction of buying temporary adulation and ‘stardom,’ seems to me to be so disingenuous.”
So, is the voice-over world one big love fest? Of course not!
You may not agree with half of what I just wrote, and that’s fine with me. As long as we keep on talking. Every time I make a contribution to this blog, I want it to be the beginning of a conversation. Never the end.
What you are reading here is just my opinion,
and my opinion is always up for debate!
Paul Strikwerda ©nethervoice
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The 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.
This week we got the alarming news that VDC is acquiring VoiceBank. On Wednesday, I called it A Deal With The Devil.
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 free or paid 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
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I don’t know about you, but 2015 is a year I will not easily forget.
For one, I saw the number of subscribers to this blog grow to over 36 thousand. That’s insane!
It didn’t happen by accident. How did I do it? Well, if you read this article, you will get a good sense of my strategy.
Few things are more gratifying than knowing that you chose to take a few minutes each week to spend them in my company. Not only that, you have shared my stories with your friends and colleagues. You’ve discussed them online and offline, and you’ve reached out to me when one of my posts struck a chord. Thank you so much!
Now, we all lead busy lives, and I realize that throughout the year you might have missed a blog post here or there. That’s why -at the end of the year- I want to highlight a few stories that you may not have seen, or that have faded from your memory.
If anything, this past year has been very emotional for me. There were times that I didn’t feel like going into my studio to record, and when I did, it was challenging to say the least. I wrote about it in Feeling Like A Fake.
There were a few “firsts” in 2015. I believe I was the first voice-over who openly wrote about sex. If you’re curious about what I had to say, read The Confident Skills of a Sex God. I think I also was the first and perhaps the only VO who celebrated World Voice Day by writing two contributions.
The first post entitled Your Voice Your Life, was about vocal health. If you care about your instrument, it is a must-read! The second was The Window to the Soul, and it’s about a new area of research: emotional analytics. It’s all based on the notion that what we say is not as important as how we say it.
Like last year, I continued to rub many readers the wrong way. In fact, posts in which I vent my frustration usually end up being the most popular.
In March I became the most hated man among podcasters, when I published The Problem with Podcasting. After receiving some very nasty and mostly anonymous comments, I was forced to change my comment policy. Here’s a summary:
I no longer accept anonymous comments, or comments by people using a fictitious online identity. I want people to own up to what they’re saying, and not hide behind a made up character. Comments that are rude and disrespectful will be deleted immediately. You’ll find more about this in Poisonous Pens.
Another blog post that elicited some angry responses was 5 Reasons Why You Should Never Become A Voice Over. It was unfortunate that the angriest commentators forgot to read the last line. Skimming the text is not the same as reading it. In The Agony of Ignorance, I reveal some other traits I cannot stand.
People often get upset because I tend to say things that are perceived as being harsh and confrontational. One of those posts was The Message Very Few Want To Hear. Between you and me: I never ask my readers to agree with me, and I’m not intent on winning a popularity contest. I must admit: sugarcoating is not my strength.
One of the main goals in writing this blog, is to enhance professionalism in my line of work. In The Secret to Sustained Success, I discuss short-term versus long-term thinking, and the effect it can have on a career. In To Discount Or Not To Discount, I share what Famous Dave’s delicious pickles tell us about pricing strategy.
Are Clients Walking All Over You deals with the importance of setting professional boundaries, and in Sending The Wrong Signals I reveal one of the worst things you can do in customer service, and how you can turn it around.
Many more experienced readers want to know how they can get to the proverbial “next level.” If that speaks to you, please read 4 Ways to Get From Good to Great. You might also want to know The One Thing Every Client Is Listening For. Don’t get ahead of yourself, though, because Perfectionism Is A Trap!
And then there’s my biggest story of 2015. All my posts about Voices.com went viral this year, and the first one was Voices.com is Slapping Members in the Face, followed by Voices.com: Unethical and Greedy. Number three is called The Ciccarelli Circus.
To me, one of the biggest trends of 2015 was the fact that people were finally fed up with a pay-to-play system that didn’t give them a fair shot at landing jobs, and with a company that seemed to be double and triple dipping while cheapening the marketplace with low rates. Read Calling It As I See It, for other trends.
But if there was one piece that summed up my state of mind in 2015, it has to be Giving Up. It’s a new philosophy that I will continue to live by in 2016.
What I won’t give up, is this blog. As long as there’s still music inside of me, I will keep on singing with my Nethervoice.
May the new year bring you health, happiness, inspiration, satisfaction, and continued success!
Paul Strikwerda ©nethervoice
PS In case you hadn’t noticed, the text in blue is a hyperlink, taking you to the actual blog post.
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What 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)
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Before you begin, please note that the following article was written in September 2015, long before Voices dot com bought VoiceBank. I think my story proves that past behavior is a good indicator of future behavior.
Beginning 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 (VDC), 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. It’s easier for an elephant to fly in the sky using his ears, than for VDC users to cancel their membership. Even those who thought they had been removed from the VDC database years ago, found out that they’re still in the system!
Instead of trying to regain the trust of members who each paid $399 or more for services they feel they’re not receiving, VDC is giving callers 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.
After a deluge of devastating one-star reviews in August 2017, the moderator of the VDC Facebook page removed the review option altogether, deleting all the comments. Why does the image of an ostrich sticking its head in the sand suddenly pop up?
PERSONAL CONSEQUENCES
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.
One day in September 2015 when I tried to log on in, 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.
WE HAVE HAD IT!”
Paul Strikwerda ©nethervoice
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The 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)
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On 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
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