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The Authentic Voiceover

It’s quite a challenge to write about authenticity without constantly tripping over yourself in the process and asking, “does this sound authentic?” I guess that’s the point I’m trying to make in this blog.

I’m on a break, taking time out from Voiceover and sitting on the balcony of an apartment in Paris and feeling very Noel Coward as I start writing. I’ve just enjoyed a wonderful, albeit boiling hot day at Disneyland with my young daughter, just for context.

Authenticity in voiceover is a feature very much in demand at the minute, especially in Commercial work, but what do people mean by it?

Most audition scripts these days have within the brief, a requirement to narrate in a way that feels natural, unforced and as if unread. It’s common in advertising, where you’re asked to sell something without sounding like you’re selling it.

We’re All In Sales

You might not like doing sales pitches, but anyone in the business of communication is effectively in sales. You’re selling ideas and thoughts and making connections with them.

I never used to feel comfortable with the idea of being in sales though. It all came from deep rooted memories of superficial sounding, gimmicky and over the top salespeople – pushing the unbelievable (and never ending) furniture sale. It’s given in a hyper energetic voice of God style, even though we’re talking about a furniture sale! These days that just feels a bit fake.

Let’s back up for a second though, who is it that remembers those ads? Probably no-one born after the end of the eighties. However, that style of advert was a product of its day, where there was limited exposure and everyone was fighting for the same space. Stuff really had to punch through the noise.

That’s not to say there isn’t a place for the boomy cliché voice, but sophisticated consumers these days get the context and its often found now in character work.

Authentic Marketing

advertising-board-showing-a-false-message-about-free-beer

What I think is really driving the demand for authenticity though is the influence of modern marketing. Much of this can feel like entrapment if not delivered transparently and honestly. Email marketers appear in your inbox and talk to you like your long-lost brother, inviting you to share in a recent epiphany before hitting you with the inevitable sting.

I get it, this approach works and it’s a numbers game where one in a hundred brings a sale, so it’s just a question of scaling. However, they’re not my mates and it can feel sleazy when they pretend to be.

I like those that come from a place of honesty. They offer something of real worth in exchange for your email address and there’s a refreshingly brutal admission that they want you to buy or sign up to something.

My 9 Tips For Authentic Voiceover

I don’t like preaching and this isn’t meant to come across that way, but there’s something about being on a break that puts you in a reflective mood.

For me, authenticity begins with sounding believable and like it’s the real person talking. I lean on this a lot with narrative and documentary styles, where there’s a conviction in the delivery that sounds un-forced. I was struck today by how Disney and Paris seem like two unrelated worlds. Disney is all smiley and happy, with a “have a nice day” at the corner of every street.

Now the Parisians are nice people, but serious in their demeanour and can come across a little unforgiving of foolishness. There would be something very unauthentic about Parisians pushing the “have a nice day” trope all the time and I’m glad to say they don’t.

What you get at Disneyland is authentically Parisian, even down to the grumpy man telling me his ice cream shop was closing – so hurry up!

1. Be Yourself

Sounds obvious, but it comes down to having a clear idea of who you are and what you believe. I spent years within a corporate machine before getting into voice over work. By the end, I’d stopped having strong views on politics, the arts, World affairs and even parenting. It was like the rough edges were smoothed, as I was moulded into a corporate entity.

I like people with strong convictions, even if I don’t agree with them. They might sound bonkers at times, but it hits the mark more directly than someone selling a corporate line. Maybe that’s why there’s so much distrust of politicians.

2. Model Others

It sounds wrong-headed to say modelling other people is a way to develop authenticity, but it’s true. Successful composers study the masters of old and learn how to write in their style first.

They learn what works, how they approached challenges and how they solved them. Eventually they discover their own voice by cherry picking the bits that work for them, leaving their own style secure.

3. Stick to What You’re Good At

Once you’ve developed your own voice, audition for jobs that allow your strengths to come through. I started out with Narrative Documentary styles at first as it felt most comfortable, before discovering the joys of character work. Trying too hard to bend your voice into something that it isn’t is never a good plan.

4. Take Direction Well

A directed session can be a dynamic and evolving process. If it gets way off the initial brief though and you’re not convinced you can still deliver it effectively, it’s probably best to just say so. There’s also no harm in offering something outlandish later yourself, where you get to do that grizzled warrior you enjoy so much.

5. Voiceovers Communicate the Message – Not the Script.

A professional Voiceover doesn’t just read the words on the page, which frankly anyone could do. If it sounds like it’s lifted straight off it then it won’t feel authentic. Try to get inside the script.

What is it they want the listener to do? Do they want them to associate an emotion with the product, be reassured, excited, or have a sense of prestige?

It also helps if I’m personally convinced. If I don’t believe in it then I’m going to struggle to convince others, so I visualise the listener and consider it a real conversation.

6. Research Your Clients

I was narrating a children’s toy commercial and was confident I had the light, friendly brief squared away. I looked at previous ads they’d commissioned and tried to get inside their World. It allowed me to create several takes that fit the brief, but also offered suggestions for alternatives.

Having the flexibility re-interpret something is important and shows both imagination and a sincere level of engagement in their work.

7. Practice Authentic Voiceover

Every audition, every job, and every demo reel is the opportunity to refine the skill of authenticity. Reading articles and doing courses is great, but there’s just no substitute for practice.

8. Get Voiceover Feedback

Get involved with voiceover groups and forums and look for opportunities to share your work for review. Your family and friends are the kindest critics but they’re re not the ones that give you what you need. If you’re getting it wrong, best find out sooner than later.

Return the favour of course and you’ll be amazed what you can pick up from others by just listening. 

9. What Does Authentic Voiceover Sound Like?

For me, authentic narration sounds like the personal view of the narrator, something they believe and have emotional investment in. Regardless of whether it’s an ad for fried chocolate or an emotive Sonnet, an emotional connection is always needed.

Take the time to understand the script, read the brief and ask questions. It might be the 10th audition of the day, but it needs the same effort as the first. Remember its someone’s baby and the person that gets the job is usually the one that they hear in their mind already.

James Fowler voiceover talking into a microphone whilst looking thoughtful and wearing a suit.
Great Voiceover requires emotional engagement

Lets Connect

James Fowler is an experienced British Voiceover Artist, working in Hampshire, UK. His services are in great demand around the World, where clients find him reliable, professional and happy to go the extra mile to help. Reach out if you’d like to discuss a project and he’ll be happy to help.