Agency Insight: 30 Years of Voice Acting Trends

Anne Ganguzza
3 days ago
4 min read

with Billy Collura

Anne Ganguzza sits down with Billy Collura, a powerhouse agent with over 30 years at CESD New York. Billy shares his unique perspective on the dramatic evolution of the voice acting industry, from the early days of union-only radio spots to the current market dominated by non-union and digital opportunities. This conversation provides essential insight into the biggest voice acting trends that have shaped the industry and reveals the simple, authentic quality that makes a voice actor successful today.

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Chapter Summaries

The Agent's Role: An Evolution of Specialization

(03:37) Billy Collura discusses how his role at CESD has evolved over 32 years. In the early days, he handled a little of everything (radio, TV, industrials). As the industry grew, his focus narrowed mainly to commercials, ADR, and audiobooks. He notes a specific shift in his desk: 60% to 70% of his work is now non-union, a trend that started around 2019.

The Shift to Non-Union Work

(07:34) Billy attributes the increase in non-union work to the rise of digital and streaming platforms. He explains that digital agencies began producing high-quality commercials for less money, leading major blue-chip companies (including large fast-food chains) to follow suit and go non-union to save costs. He notes that the production quality is often excellent, making the difference between union and non-union work less apparent.

Changing Market Prototypes and Authenticity

(21:43) The hosts discuss the evolution of popular voice prototypes. Billy recalls the success of the "raspy, damaged sound" popularized by Demi Moore in the '90s and the John Corbett prototype of the 2000s. He notes that current voice acting trends favor authenticity, citing actor types similar to Paul Rudd and Rashida Jones, with a significant emphasis on casting across all ethnicities—making the "general market" truly inclusive.

Qualities of a Successful Talent

(27:06) Billy shares the non-negotiable qualities he looks for in talent. Beyond having SourceConnect early in the pandemic, he stresses the importance of simply being able to "read copy well"—meaning the read is honest, authentic, and comfortable. He uses an example of a successful actor who is "just that guy next door" in life and whose

performance reflects that genuine personality.

The VO Emergency Myth

(17:51) Billy debunks a common source of industry anxiety: the "VO Emergency." He confidently states that there is no such thing. If something goes wrong, the focus should always be on "How do we fix it?" rather than panicking, a mindset that helps him maintain a relaxed and positive approach to his busy job.

Longevity and Love for the Craft

(16:42) After 30+ years, Billy confirms that his love for the job remains because "it's different every day." He enjoys the unique challenges, the strong relationship with his clients, and the ability to teach his new assistant. He reflects on his career journey, revealing that he originally moved to New York to be an actor but found his calling as an agent.

Top 10 Takeaways for Voice Actors:

Non-Union is the New Normal: Recognize that 60-70% of the commercial market is non-union. Direct your marketing accordingly.
Authenticity Sells: The biggest current trend is the demand for honest, comfortable, and authentic reads—the "guy/gal next door" who isn't pushing a performance.
Read Copy Well: The core skill is the ability to interpret and deliver copy naturally. Agents prioritize this skill above all else.
Embrace All Ethnicities: The market has broadened significantly, making the ability to authentically perform across different backgrounds highly desirable.
SourceConnect is Key: While less rare than before, having and knowing how to use connectivity tools remains a professional prerequisite.
Manage Expectations: Remember, a client picks only one person from hundreds of auditions. Maintain persistence and focus on the quality of your read.
Quality Over Quantity (for Agents): Agents like Billy prioritize sending a few hand-picked, qualified actors over blasting an audition to an entire roster.
There is No VO Emergency: Adopt the mindset that any studio or booking issue can be fixed; don't let minor problems lead to panic.
Community Matters: The non-union community is noted as being highly supportive, collaborative, and less petty than the union world once was.
Longevity Requires Adaptability: Success over decades means continually adapting to market shifts, from media type (radio to streaming) to demographic demand.

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