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voiceover

Super Bowl Video Narrations: Casting Outside The Box

January 27, 2019 by Laura Schreiber

Just a Philly Girl…

Everyone knows there is only one type of Eagles fan. Growing up in Philadelphia, I remember dreading the ride home from Sunday school every week. It did not matter whose dad was driving carpool, we would be listening to the Buddy Ryan Show the entire ride which was upwards of 30 minutes. My friend Candace can tell you those rides felt like an eternity. Football was a major part of my childhood, but I do not recall in those years ever hearing women voices as part of the dialogue. I also was not taken to games or included in the pre-or post-game banter. It all kind of happened around me. Still, I felt and continue to feel tremendous pride and spirit for our teams. How can you not when there are so many game day rituals?

Now, years later, I am married to a New Yorker (gasp) who is such a sports aficionado that he will have sports on the computer while he has sports on tv on mute while listening to sports on the radio. Harlan seems to love to watch videos on youtube and ESPN footage of old great plays talking about why they were amazing. Again, All. Male. Voices. So…. Let’s spice things up and try this…

https://youtu.be/S1QyjwHrBBI

Connected Female Narrator

The music is the same. The footage is the same. The content remains EXACTLY the same. The vocal quality is attached, connected, emotive, strong, confident, proud. But there is one major contrast. The voice of the professional voiceover is now a conversational, millennial narrator. Tradition aside, with more women who audition, the more women are likely to get these roles. But it is not just about numbers. When voiceover jobs are posted, often male narrators are sought for specific roles. Or, when both male and female voices are considered, if there is one female voice and ten male voices, the odds still favor a male narrator. As Britni de la Critiz from the Ringer explains, “women need to have champions in order to succeed in these roles.” With women like Randy Thomas announcing ABC news Nightline for the first time, hope for professional voiceover actors is on the horizon. For the first time ever, Amazon rolled out some all-female football casters. This is certainly a step in the right direction.

The Winds of Change

Still, it is clear that multiple changes need to happen for women to be considered for these typically male dominated roles. First, those doing casting need to be willing to cast a broad net and listen to auditions from a wider range. Next, voiceover talents have to be bold and be willing to shake things up when submitting their reads. We cannot be afraid to standout, we must be eager to shine and be heard so that our addition stands apart from the others. Our vocal quality can be nothing short of outstanding so that those castings are just choosing the best read. Perhaps if the casting agent hears 100 reads one way and you zag you get cast.

The Main Event: Super Bowl Sunday

As a professional voiceover actor, some of us are lucky enough to have a super bowl spot air. There are also related spots on the radio, as YouTube bumpers, and in the days following the big game. But, we all know that across America, come came day, in homes across the country family not only watch the came with eager anticipation, they watch the much anticipated Super Bowl commercials! What is the viewing audience looking for? Often we want a pang of emotion. A shocking plot twist. A good laugh. A thrill. Is this beginning to make you think of what we go after in our voiceover demos? Hmmm… See, for a professional voiceover actor, every single day we try to bring out the best in the scripts that we are given, but on this day, the day of all days, these commercial spots are truly incredible. And for the voiceover talents who have been smiled upon by the casting gods and are lucky enough to have some part in the quintessential American holiday we all love, their creativity can flourish.

I don’t know where you will be this Super Bowl Sunday, but I will be in my house surrounded by my family and wonderful neighbors. Even though my beloved birds did not make it this year, every year we host a great party. We have lots of delicious food, a lot of our friends, and our family. And as a girl whose Sundays have revolved around football for more winter’s than I’d like to admit, I can say with certainty that as much attention will be paid to the commercial viewing as to the game next Sunday.

It is my hope that if I revisit this topic in a few years there are a lot more women involved in all levels of sports casting and narrating such videos on a regular basis! If the Eagles can make it to the Super Bowl, it doesn’t seem like such a long shot…

Filed Under: Narration, Voiceover Tagged With: football, narration, narrator, professional voiceover, sports, super bowl, video production, voiceover, women in sports, women in voiceover, YouTube

Even Voiceover Actors Catch Colds

January 20, 2019 by Laura Schreiber

https://youtu.be/aEUI4jDYOJQ

No one wants to get sick…

It’s winter time and colds are inevitable. I remember the first time I got sick after becoming a full-time voiceover actor. I was actually working on my first tv credit, a documentary that ultimately ran on Canadian television called “No Running.” I got sick, which is both unusual for me and unusual over the summer. But, working moms know it happens. When you have young kids, they bring us these treats. It wasn’t just a slight cold, I had a hacking cough and a brutal sore throat. I didn’t sound a little raspy, my voice became unrecognizable overnight. Besides that I felt terrible, I was panicked about the job that I was so proud to have booked. I immediately reached out to the producer. He was so kind and understanding. I was fortunate that their production schedule gave them the flexibility to wait until I was better, which incidentally was more than a week. Any working mom can tell you that just doing the minimum to feed your kids and have clean laundry is difficult when you have a fever, but keeping a new business going is even more stressful. I was very relieved and learned a lot from this lesson early on. If you are a voiceover actor and you get sick, it is very important to be honest with your clients while pursuing a path to wellness.

Be Up Front with Those Who Cast Us

Maintaining client relationships is essential to a sustainable voiceover business. So, if you intend to make your clients happy, and you happen to be a little sick, or worse, really sick, you must tell them before accepting a booking. Transparency is essential in all business dealings and video production companies, casting agents, etc. expect us to sound like our demos and auditions. If we sound like someone else, this is a bate and switch. If you test drive a car, you expect to purchase that car. If you pick out a slab of marble, you expect the quarry to give you the exact slab. We are booked based on our read, and if we don’t sound as expected, we should assume they will either recast the spot or wait for us to recover. I lost a radio spot once about two years ago. It was an adorable spot that I would have been perfect for. But such is life and it is far more important that my client had what he needed when he needed it. Don’t try to hide a cold, it never works out.

Healthy Cold Remedies Specifically Voiceover Actors

Assuming that we all maintain a healthy lifestyle regularly, it is still likely that we will get sick every now and then. I am gluten free and dairy free and try to avoid foods that cause inflammation. Still, I do not live in a bubble and especially since both my children and my husband commute by train, if they get sick I am like a sitting duck. So, as soon as I get congested here are my go to tricks:

  • I gargle with warm water and sea salt. My late grandmother told me to do this and I actually find it quite helpful. The salt cleans out bacteria in your mouth and throat.
  • I use Neil Med Sinus rinse. I prefer the squirt bottle to the nettie pot. It is always important to use this with either boiled or distilled water.
  • I drink Golden Voice Tea. I buy this in amazon. I am not typically a tea drinker but find this really opens me up and it is very soothing. I learned about it from Randy Thomas at her conference and have been drinking it ever since.
  • I am obsessed with my Vicks personal steamer. It is the only way to get into your bronchial vessels and really open them up. I suppose you could just boil water, but this directs it to your face and it feels amazing. Just a heads up, don’t walk around with it once it has started boiling, you can get burned. It does warn you of this but in case you are like me and you ignore such labels, now you have been warned twice!

Making Good Use of The Time…

I don’t know about you, but as a small business owner there is never enough time in the day to finish everything I want to pursue. When I do have a cold, I try to audition less and instead focus my energies on marketing and client out reach. This is helpful for two reasons. First, if bookings do come in, my voice is in it’s best possible shape (assuming I am well enough to work). Next, I can do meaningful outreach that often yields results as good as auditioning. The key is that if you do indeed get sick, do not wait, take action on your path to wellness and while you are pursuing intelligent solutions also have faith that your business will continue to flourish.

Filed Under: Client Relationships, Voiceover Tagged With: casting, cold remedies, Golden Voice Tea, homeopathic, neil med sinus rinse, professional voiceover actor, vicks, voiceover, wellness, working mom

Explainer Videos and Grattitude: Working Moms Change the Narrative

January 13, 2019 by Laura Schreiber

https://youtu.be/f1V9fzAsB6A

What triggered these thoughts?

Since Thanksgiving, I have been working out regularly with my 15 year old son Jack. Jack and I have been work out buddies before, but never with such regularity. So what motivated me, a full-time working mom of 2, to stick to my routine this time? Well since 2016 Jack has been on growth shots. He was not producing enough growth hormone and was so small he was not even on the charts. Now, with the help of Nutropin, after just two years he has grown more than two feet and is bigger than I am! But, as with all strong medications, there are terrible side effects and one of them is that Jack’s blood sugar is quite high. The doctor suggested that losing weight would help.

Jack and I joined the Max fitness challenge and have loved it. As a professional voiceover actor, I spend my days in a padded foam booth. Getting out every night for out 7:15 class has not only helped me reach me health and fitness goals, but has been invigorating in so many way. Often others in the class will comment about how great it is that Jack is there and ask why he came. Not thinking any thing of it, I would answer honestly and explain about the growth shots and Jack’s sugar. Often as busy mom’s we won’t make a change for ourselves, but for our kids we will move mountains, right?

Well one night this week Jack told me that he would prefer that I “tell the truth” when asked why he was there. I was blown away, as I thought my reply could not be more honest. Jack said he was going to Max Fitness because he was looking for a harder, more challenging workout. That was it. He objected to my response because it made him sound like a “lazy schlub.” This really got me thinking. Two truths. Two sides of the same coin. But Jack’s perspective was surely the much more optimistic one. Jack’s outlook was full of hope and did not focus on any possible negative outcomes. This had me reexamining so many facets of my life. That very day I had been complaining that I had such a tough day, when actually four great things had happened. Instead of focussing on the great things as my kid would have, I was sweating the small stuff and letting everything that did not go my way define my perspective, and I realized that was ridiculous!

Just in Time for Grattitude Day

My conversation with Jack gave me a lot to reflect on. It turns out that Friday was National Grattitude Day. For someone who spends a lot of time working as a professional narrator, narrating other peoples explainer videos and projects, it was time to change my own narrative! Ironically, I am often chosen for projects because I sound hopeful, but I continue to be so hard on my self.

https://youtu.be/cn7lkUdKRfc

Well, this grattitude day marks the begging of a conscious choice to celebrate my successes instead of fixating on my own shortcomings. It is an irony of life that I am often specifically hired for the vocal qualities of being upbeat, energetic, and happy while internally I am measuring all of the things that I did not finish or the additional jobs I had wanted to book or the blogs that were never written or the friends that I never saw. After so many years of wanting to accomplish so much, it is easier to maintain this pattern of self scrutiny when we set the bar so impossibly high.

When the reality is that we are working more than 8 hour days, booking work in a super competitive industry, and somehow still managing to feed my family, help my kids with their homework, do the laundry, workout, and see friends from time to time. When I look it at that way it seems that working mom’s everywhere should not only be celebrated by our families, but we should be doing a heck of a lot more to remind each other how proud we are!

This is My Fight Song…

A lot of times when candidates run for office they have a song for their campaign. When Jack and I are in our gym class every night, and I am just breathing and trying to make it through, a lot of times it’s the music that helps me get through. I focus on the song. The beat, the rhythm, the lyrics all help me pass the time and survive what our trainer has us doing. On Thursday the old song “Get Ready, Cause Here I Come” was playing and if there ever were a song that captured the spirit of how I feel, it is that song! The lyrics do not fit exactly, but boy does it get to the heart of how I feel. I feel like I am still just at the beginning of life’s journey and the world better be ready for me, because here I am:)

Filed Under: About Me, Voiceover Tagged With: Explainer Videos, Explainers, grattitude, Max Fittness, Narrations, narrator, voiceover, working mom

The New Frontier In Voiceover: The 6 Second Youtube Bumper Ad

January 6, 2019 by Laura Schreiber

https://youtu.be/nV-cchP6QxY

You Have 6 seconds… Go!

Times sure are a changin’. When we were kids, we didn’t have a tv in our bedrooms. My parents loved watching tv with us and felt strongly that it was a family activity so the tv was in the family room. We also had a “little tv” as we called it in the kitchen. As it ran on an antennae and only had the main networks, if we were sick or they were out on a Saturday night, we had the special treat of having the little tv moved to our room! But, my sister and I were expected to enjoy it together. I remember watching Saturday morning cartoons in bed with Julie on occasion, and loving the lineup including “the Smurfs,” “The Snorks,” and “The Gummy Bears.” Those were special times.

Now it doesn’t matter so much that my husband (who grew up without a tv, gasp!) and I don’t have tv’s in our twins’ rooms, because they are amongst the 1.3 BILLION people who, according to Merchdope, are partaking in the watching of 5 BILLION videos every day! Typical of their generation, my twins have laptops, iphones, and ipads and can use any and all of these devices to watch YouTube.

And what is popping up on every, single video they watch? I am sure that you have seen those 6 second ads, that used to be 3 seconds, that you can’t skip. Those are called YouTube Bumper Ads and they are changing the landscape of voiceover. As a professional voiceover actor, I know have the exciting task of telling a story, showing emotional range, communication the essence of a brand, drawing in a customer, and connecting with the audience all in six seconds! I think folks who pursue a career in voiceover enjoy a challenge, and this new genre is just the next arena for us to dazzle our clients with our voiceover skill set. The YouTube Bumper presents all sorts of opportunities in marketing.

How big is this trend?

The trend of the YouTube Bumper Ad in voiceover is here to stay. Like in other commercial realms, marketing and ad executives strive to create a custom audience and based on the YouTube search can target a specific subset of viewers. Unlike commercials in other genres like television and radio, YouTube bumper are not skippable. With over 1 billion users daily, the permutations of groups and subsets of viewers to build brand awareness offers such vast potential with numbers never seen before all in one place! For example of what major brands are doing, Jon Lafayett of Broadcasting Cable explains “Busch used bumpers after a campaign that included the Super Bowl and saw double-digit lifts in both purchase consideration and brand awareness among viewers. The bumpers were made from extra footage shot while making the Super Bowl spot.” This echoes my experience as the professional voiceover talent. After being cast for the tv commercial, the new media usage was added on to my voiceover casting so that the producer could record all of the voiceover in one session. This allows for continuity in the marketing campaign and further brand awareness when the clients relate the voice across genres. The fact that the numbers were so impressive for Busch indicates the success of such strategies and the YouTube bumper is integral to a solid marketing strategy today in an economy that is shifting rapidly.

https://youtu.be/9zqLLXIOg1M

Roots in Commercial World…

In terms of voiceover technique for the YouTube bumper, adjusting to this shorter segment, while surprising at first, comes naturally for those of us who book a lot of commercial work. As my bread and butter has been voiceovers for tv and radio commercials since I started my career, when these scripts are written well it is easy to pour your heart into them. Most voiceover actors have done short spots on demos or tags. A YouTube bumper, however, is very different than a tag. Aside from the length ( and a tag on a commercial can be even shorter than a bumper), a tag is offering either an ending plug for the brand or a last bit of information. In a YouTube bumper ad, a voiceover actor has to be compelling and have charisma in a flash. Supposedly peoples’ attention spans are becoming shorter and shorter because of the time we spend on electronics, so they are looking for these short engagements and it is our job as the voiceover talent to make that connection.

Predictions About Impact on Industry

I believe that the YouTube bumper ads are here to stay and as the viewership on YouTube increases exponentially so will the need for professional voiceover actors to voice these spots. I also believe that the industry will continue to produce the 15, 30, and 60 second traditional advertising commercials as well. As long as radio and television continue to exist and have relevance in society, brands will want a presence there and will need for a connection in their YouTube and traditional marketing campaign. And at the end of the day, any working mom can tell you, a lot can happen in 6 seconds!!

Filed Under: Voiceover Tagged With: 6 Second YouTube Bumper Ad, bumper, commercial voiceover, voiceover, YouTube

A Voiceover Pro Talks About Connections for Live Sessions

December 30, 2018 by Laura Schreiber

from ipDTL to Source Connect and Everything in Between, Laura Schreiber Talks about her preferences

So You Want to Direct Me…

The answer always is, and should always be, great! I always want to make my clients very happy, and this is just another opportunity to do so! As a full-time, professional voiceover actor, I have been set up to provide my clients with live/guided/directed sessions since I opened shop. One of my coaches used ipDTL for every session, so I felt very comfortable on that platform from the very start. I remember my first directed session like it was yesterday! It was a video game session with a German director. He wanted to use skype and their were 3 others on the other end giving me feedback. I loved working with them because I was able to give them specifically what they needed and wanted from the character that I was playing, a teenage badass called Jes, in the moment they needed it! There was no need for revisions because when the live session ended they had every line just as the wanted it. I put so much energy into each take and gave them multiple options. Having feedback as I recorded was so valuable. I was not nervous, I loved every minute. Another advantage of live sessions is that it is much easier to get to know your clients and build relationships with them when you actually work directly with their team. I learned that early on too. While you can certainly get to know clients from back and forth emails, there is nothing like actually speaking to them and working with them to make them happy. Guided sessions are fantastic and that is why I offer so many options to accommodate my clients!

ipDTL and the ISDN Bridge

I love using ipDTL. As I mentioned earlier, I started using it during my coaching many years ago and loved the clear connection and the ease of use. As I try to be a client centered service provider who makes everything as easy as possible for the folks I work with, I like that this as a service that I provide my clients free of charge for them. I simply send them a link and we are ready to go. I have never had issues with my ipDTL connection and my clients always comment on what a clear connection it is. Here is a brief video where I show how user friendly it is:

https://youtu.be/eSn2y2utYJk

I also have a direct ISDN line with my own Los Angeles phone number through an ipDTL bridge. Several of my agents said they would not sign me without an ISDN line, so this was the easiest way to solve that challenge as Verizon stopped installing new ISDN lines in the winter of 2015. I have been pleased with this as well although I have had some hiccups with the ISDN service. The owner/founder of ipDTL looked into it and found no problems with my line, so I was left befuddled.

I do also like the ipDTL facebook group. It has helped answer a lot of questions over the years! It is free and a great asset for those of us who use ipDTL often.

Source Connect

To be totally transparent, I actually signed up for Source Connect in a state of total hysteria when my ISDN would not work and I needed to connect with a studio in LA for a big commercial at that moment! Thank goodness it was up and running quickly and Source Connect saved the day. I did not initially find it as user friendly as ipDTL and needed a lot of directions and help from others. Since installing Source Connect, quite a few producers have wanted to use it which is great. The connection is extremely clear and it is also easy to use, once you know what to look for!

Skype

It seems that a lot of my overseas clients still want to use Skype. Skype is fine. It is not great, it is fine. There can be a frustrating latency issue, or lag. I also find that there can be a lot of hiccups when there are software updates. It makes me nervous to use Skype in lieu of ipDTL of Source Connect, but when a client strongly prefers this I will always accommodate. Perhaps when they are comfortable with the format this drives their preference.

Speaker Phone

I have had a handful of clients demand to use the speaker phone in my booth! My mobile phone does not work in my studio as it is so sound proof it blocks the signal. I do have a land line there instead and I can use this upon request. This is the worst option as it does not go through my pre-amp and microphone, so clients cannot hear the actual audio quality and sound. There are nuances to the recording that they will totally miss. Again, if the client is most comfortable like this I will oblige.

Sum Up

Over the years I have had a chance to do countless guided sessions. Across genres, for all sorts of projects, I have had clients direct me for everything. While most commonly they are used for commercial sessions, I had one helluva narration session where the client was paying for an hour and she intended to use every minute of it! Boy did she have me jump through hoops, it was somewhat shocking! Whether it is for commercials, narration, IVR, video games, or promos, there is one thing in common: every session should end with a very happy client!

Filed Under: Voiceover Tagged With: commercials, directed session, guided session, ipDTL, ISDN, live session, narration, professional voiceover actor, recording studio, Skype, Source Connect, video games, voiceover

Voiceover and Fudge- What Could Be Better?

December 24, 2018 by Laura Schreiber

Giving Thanks

I don’t know what it’s like in your family, but around here when we have a yummy treat like fudge it only lasts for seconds! We circle around that package like a bunch of starving wild animals in for the kill and in the blink of an eye that box is torn apart and empty!

So, when I need to come up with a special gift, naturally fudge comes to mind! As a professional voiceover actor, all year I am rather focussed on physical wellness as it is so essential to my success. But, when holiday season rolls around, this is the time to roll out the treats and send them to the folks I am most appreciative of- my major clients. Each year, I review my financial data and take my top clients and send them a special treat. The treat should be just that, a special indulgence that they are not likely to buy themselves and lets them know just how thankful I am of their repeat confidence in me. It should be something that they are super excited to receive and that they will truly savor.

So, why did I pick a special assortment of fudge and salt water taffy from the Fudge Kitchen in Stone Harbor and Cape May this year? Well, first and foremost, the fudge is outstanding. Next, this fudge shop is special to my family. Let me flesh this out a little more….

Another Opportunity To Get to Know Each Other

As a small business owner, it is really important to me to build meaningful relationships with my clients. So, I try to make it easy for them to get to know me better. When I started my newsletter, I included this video

https://youtu.be/M7wSb_xZ1lg

which talks about how important going down the shore every summer is to my family. When we go down the shore, every night my kids get fudge from this very fudge store. They try different flavors from the samples being passed out and we typically let them buy a square. Let’s just say the fudge doesn’t last long! The fudge, then, is one of the best items that seems to be authentically part of the Jersey shore and since I am a Jersey girl, this is just perfect!

Carrying on the Tradition – While Supporting Local Business

It means a lot to me to take my kids to the beach every summer. As a full time working mom, I treasure this time with them and love every second! As a voiceover actor, it is often hard to step out of the studio, because leaving the booth means walking away from potential work, and I think as a small business owner there is always that struggle. But, on a beautiful, sunny summer day, there is no where I would rather be than on 96th street in Stone Harbor with my kids!

I have memories of being at the fudge store with my grandparents, and parents, and of all of them there with my kids, so in a very real sense with every purchase of fudge I am carrying on a family tradition.

I also love supporting a local business. It means so much to me that the small businesses stay open and continue to thrive. I have joked with my dad since I was a teenager that when I shop it’s good for the economy, but in this era of online shopping, I feel that it is more important than ever to patronize local stores. If we want these businesses to be there for the next generation, we must go to them now! Otherwise, with such stiff online competition, they will not stand a chance. So, when it came time to select a special treat for my clients, buying local was a priority.

The Holiday Spirit

How better to thank my clients and let them now how I feel about this special time of year then to give them a present fraught with meaning? When folks say “’Tis the Season” the words “Of Giving” or “for Thanks” immediately spring to mind. I am thankful for every single booking, bug and small. That is why I also take the time to send all clients and industry friends holiday cards as well. But I cherish the relationships I build as a small-business owner. I am not looking for one-offs, I look forward to working with clients over and over again, and I use this time of year to acknowledge how appreciative I am.

Building a voiceover business does not happen over night. It takes years of hard work and diligence. It requires a level of perseverance. It also requires an attitude of gratitude, because at the core of a sustainable voiceover business are these repeat relationships. I believe that clients come back for a reason, and I do not think that it is ever as simple as the voice on the other end of the mic or the equipment in my broadcast-ready studio. After years of working with clients all over the world, from video production companies, to advertising agencies, to talent agents, to instructional designers, it is essential to stand out. And if you want to know me and to know my brand I leave you with one final thought before Christmas: fudge helps.

Filed Under: About Me, Voiceover Tagged With: Fudge, Fudge Kitchen, full-time voiceover, grattitude, holiday gifts, Jersey Girl, New Jersey, small business owner, voiceover, working mom

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