The voiceover business has changed dramatically in the last few years. Much of the change is due to the Internet and social media. Through these technologies, it's never been easier to self-promote, keep in contact, and manage one's own business.
There have also been many changes in what the industry is looking for.
A lot of voice professionals joke that if they depended upon an agent for paid work, they'd be homeless. Homelessness is no joke, but please remember this important fact: having a good agent is nice, but you don't "need" one to find success in voiceover. Some professionals today will tell you that over 90% of his or her work comes through self-marketing efforts.
Still though, a good agent can get you good work, and you never know what job might become a launching pad. Here are some of the things holding talent back from landing agents and work.
Are you just another voice out there?
Here is a simple reality: no one in the voiceover business, whether agent or buyer, needs another voice. Go to voicebank.net and you'll find every represented actor and actress out there. There are more voices in this pile that will ever be needed, period. But don't lose heart. What they don't have, and what they do need, is you. When I say "you," I mean your heart 'n soul, your mind, the uniqueness of your timing, rhythm and inflections. Most importantly, they need the real you that comes out when you're being casual with friends and family. This is what's in demand today in the voiceover industry--real (and unique) people.
Does your demo have personality?
Ever hear a potential agent tell you there's a "conflict" with your voice? This usually means your voiceover demo sounds similar to some other talent the agent represents. What this also usually means is that your demo lacks personality. Agents hear demos all day, and often after hearing one, he or she has no clue who the voice belongs to. The demo has no branding, no unique characteristics. A demo needs to represent your style and persona, stuff no one else possesses. All buyers have one thing in mind, to match a good voice brand with an advertiser's brand. If you can convince someone that such a marriage is a good thing, and if you're able to adapt different aspects of your personality to fit different advertising styles, you'll go places in this business.
Agents need love too.
You may be having bad luck with agents because you're high maintenance. Agents are only human, and don't we all tend to avoid those that cause us pain? A small bit of advice is this: don't save all your communication with your agent for those times when things aren't going well. Some actors reach out only when upset about something. Others will pester once a week inquiring about the lack of auditions. Your agent knows how busy or slow things are, there's no need to poke and prod about what's going on.
Instead, find reasons to touch base with your agent when things are going well! Try this: a quick note that says, "I had a lot of fun on that audition you sent me. Thank you!" You will get better quality work from your agent if you make him or her feel appreciated. You can also politely and professionally ask for his or her advice from time to time about how you can be more proactive in your career. After all, the more successful you are, the more he or she will be as well.
But what if I don't actually appreciate anything about my current agent?, you may ask. Perhaps he or she is disrespectful, or doesn't bother to return calls or emails. You work too hard for that; move on, find another agent. But don't drop your current one until you find another.
Keep your demo fresh.
On top of appreciating your agent, you'll also want to update your demo regularly. This is where money comes in, but hey, it's your career. Regularly updated demos will "force" your agent to listen to you again thereby reminding him or her of what you can do. The more in mind you are, the better chance you'll get a gig.
A blurb on non-union agents.
With non-union there is no protection. There are horror stories out there of unpaid work. Perhaps a voice talent does a gig, get's a small one-time fee, then finds out later the recording is running national with no more compensation. This would not happen with a union agent. Well, it could, but you can get an attorney to go to bat for you and get back payments and fees.
If you sign a contract with a non-union agent, be sure to ask to include a clause that the agent must pay late fee penalties if he or she gets delinquent. If this happens to you more than once, you can request the buyer pay you and your agent directly. Be sure to keep in touch with all your clients so they can inform you of when payments are sent.
Be positive and proactive!
Last but not least, you won't last long in the voiceover business or with agents or buyers without a good attitude. So check it constantly. A good attitude and positive vibes begets more of the same (as does the negative stuff). Be someone that others want to work for; smile and try to have a sense of humor. And don't forget to proactively go out there and find work yourself. Don't depend on an agent or sit around waiting for that phone call. It's your career, and nowadays more than ever, it's your business.
Kelly Libatique is a professional speaker, technical trainer, and author. He has a Master's in Education and a Bachelor's in Psychology. He resides in the San Francisco Bay Area with his wife and Anne and two sons.
Visit http://www.libatique.com/ or Contact Kelly at: Kelly.Libatique@gmail.com
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