Business of VO – Millennials

Memes. Snapchat. Avocado Toast. The advertising industry trends are changing and maybe for the better. Anne and Gabby share some perspectives about the trends they’re seeing come from millennial clients and talent. What approach should you take with your millennial clients and how should you really interpret that “millennial” direction on your copy? Listen to find out!



Takeaways

Quick Concepts from Today’s Episode:

  1. Study up on the coming trends and make sure your business evolves with them.

  2. Millennial clients tend to appreciate the artistry of voiceover more than non-millennials.

  3. Millennials prefer spending their money on experiences rather than stuff.

  4. Millennial style reads aren’t about not caring. They’re looking for authenticity and intimacy.


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Referenced in this Episode

Direct links to things we brought up ++

  1. Subscribe to VO BOSS on YouTube!

  2. Our podcast is recorded entirely using ipDTL. Get better than ISDN quality with: ipDTL!


Full Episode Transcript

VO: Today voiceover talent is more than just a pretty voice. Today’s voiceover talent has to be a boss. A VO BOSS Set yourself up with business owner’s strategies and success. With your host, Anne Ganguzza. Along with some of the strongest voices in our industry. Rock your business. Like a boss. A VO BOSS

Anne: Welcome, Everybody, to the VO BOSS Podcast, I’m your host, Anne Ganguzza, along with my lovely, wonderful co-host, Gabby Nistico. Hey, Gabby.

Gabby: Hello!

Anne: Gabby, today we’re gonna talk about something that confuses some people.

Gabby: I know.

Anne: Sometimes angers other people. And…

Gabby: And for some people it’s like a unicorn. It’s like are they real? Are they not real? It’s…

Anne: Are they real?

Anne: Are they?

Gabby: Are they?

Anne: We’re gonna talk about millennials. And how to work in the new, I don’t know, millennial age, I should say. Work with millennials, work for millennials, there’s a lot of things to talk about. As a non-millennial, Gabby, I’m a little older than a millennial. I have to make some adjustments. I have to start to think how millennials are thinking, because they might be my bosses.

Gabby: I feel like I’m, you know, millennial adjacent. They’re the generation right below mine. I don’t know, every generation goes through the “oh, you stinkin’ kids and your this and that, and your–

Anne: “When I was your age…” Gabby:–“loud music, and your [inaudible]” Everybody does that. Everyone’s done that throughout the years. I mean, every generation goes through that phase. But, I think, a lot of things have kind of happened with the millennials that doesn’t make sense to people. And they largely, I feel like, get a bad rap. Which I think is kind of ridiculous, and, I don’t know. I just think this is a fun topic to explore and for us to kind of look at it. What does it mean if you’re working for one? And certainly if they’re your client, because, hey, guess what, haHA a lot of them are. Right?

Anne: Exactly. Exactly.

Gabby: And also, what does it mean if you are a voice actor who falls into the millennial category, and/or you found our self working with other voice actors who are millennials. I think these are really important things to know for the direction that our industry is headed, and how it effects our businesses.

Anne: Alright, Gabby, so, I have actually seen–I guess I’m gonna start off with, I think what a lot of us might encounter, number one, is that I’ve seen a lot of specs that have come out asking for–

Gabby: Yass! Anne:–the millennial voice. Or the, you know,–and so, what exactly does that mean? And I have really kind of think about that because the voice that I hear in my head, that sounds like something I would hear on the radio, or something I would hear on a commercial, is a very different sound than today’s millennial. And what it means for today’s millennial, because our environments are different. Our–we’re living in a different world where millennial–there’s a lot of things going on. There’s you know, the digital age.

Gabby: There is. And people need to also realize there’s two categories of millennial, which is really kind of crazy. A lot of clients will refer to either a younger millennial or an old millennial in their copy and in their spec descriptions. So, that, in of its self, is kind of crazy. An older millennial is gonna be someone potentially with kids, someone who’s married. You know, they’re probably in their late 20s, early 30s, whereas a younger millennial could be a teenager. They’re getting such a bad rap and I hate that. I love my millennials. I work with a bunch of them. I’ve hired a bunch of them. Right? They encompass my staff. These guys keep me current. They keep me–

Anne: Yeah, me too. Gabby:–topical. They keep me technologically advanced, I mean, what’s not to love about that? So, we kinda have to get out of our heads, and some of our own, I don’t know, maybe misconceptions about them?

Anne: Oh, very much agreed.

Gabby: Yeah!

Anne: And a lot of it is because of the environment that they are in. And a lot of that is today’s world of so much technology, and so many things going on at once, that they are simply in that world already. And it’s something that, let’s say, you or I, well me especially, because I’m an older, older, older millennial. [Both laughing] Way old millennial. I am the person who has, you know, come up through the years and adjusted to the digital revolution, I should call it, or the digital age, and I’m a little bit more, I guess, technologically, I would say, pro-technology than a lot of people that I know. And so thankfully I also have a lot of millennials that work for me. I have them on my staff so that they can inform me about what’s current, what’s trending, what’s happening; because I need to be able to work with them and I need to be able to work for them as well.

Gabby: To really, I guess, address your earlier question, or talk about the sound and the direction that we’re being given with reads and with performances. I think the misconception is that the millennial read just does care, and is very flip, and very irreverent, and very just, I don’t know, removed from having any kind of emotion towards the subject or the content. And I don’t necessarily think that’s accurate. I don’t think that’s a fair way to look at it, because for what I think really happens with that generation is that they’ve been so saturated by technology, their whole lives. Remember, this is a generation that has never not known the internet.–

Anne: Right. Gabby:–Or has never not known a smartphone.

Anne: They’re so used to the technology and dealing with lots of it flying–

Gabby: Correct. Anne:–at them, you know, at once.

Gabby: And–Yes. And not just the tech but also messages. You know, they grew up in an information age unlike anything we’ve ever seen. Where you’re constantly being bombarded by stimuli. And so what people see as jaded is not that. It’s an audience that just isn’t necessarily moved or swayed by the old school hype that we’re typically used to seeing with advertising and with messaging. So, they prefer things that are a little more down to earth, and a little more genuine, because that’s what’s gonna motivate them to buy, not hype.

Anne: Right. That’s excellent. I really like that analogy–

Gabby: Yeah. Anne:–where it’s not that they don’t care, it’s simply that they are really looking for the authenticity in it all. And in the

Gabby: Yass! Anne:–meaning.

Gabby: And I think that that’s something that when you study millennials in advertising and in psych