Business of VO – Inside the Casting Process

You’re behind the mic every day. But have you ever thought about what happens AFTER you hit that send button? In this episode, Anne and Gabby talk about the ins and outs of the casting process. Gabby talks about her experience as a former voice over casting agent and gives you all the dirty little details about what agents AND clients are looking for in casting the perfect voice.



Takeaways

Quick Concepts from Today’s Episode:

  1. The more you reverse engineer the process, the better chance you have of booking the job

  2. You don’t have to answer every audition

  3. Play into your wheelhouse. What resonates with you?

  4. The language in the script can give you cues on what the client is looking for

  5. Casting is part psychology and part demographics

  6. Right, wrong or indifferent, stereotypes are the basis for advertising

  7. Are you a good representation of this spot or are you going to be offensive?

  8. Have integrity in your performances


Referenced in this Episode

Direct links to things we brought up ++


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Transcript

VO: Today’s 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 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.

Gabby: Hey, everybody, before we start today’s episode of VO BOSS, we want to introduce you to some of the amazing products and services and things that we’re doing at VO BOSS so that you can BOSS up.

Anne: We have some great things, super excited to share with you guys. Take a look at them on voboss.com.

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Gabby: If you’re looking for solutions to keep your instrument in top shape, this is a great way to do it. Go to voboss.com and check out BOSS Essentials.

Anne: OK, now, let’s get on with today’s episode. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with my VO BOSS bestie, Gabby Nistico. Hey, Gabby.

Anne: Hi, Anne!

Anne: You know, Gabby, I think that it’s so important for us as voiceover talent to really understand all aspects of the industry. I think it would be a good idea to talk today about the casting process. What do you think?

Gabby: Oh yeah, I love that. I mean, the same way we’re running a business, casting is the other side of the coin, right? I mean the people who are looking to cast a role, they’re conducting their business. They are using this as a vehicle typically for their advertising or marketing or promotion efforts. And it, it has its own intricacies, right? I mean like, we know ours, but –

Anne: For sure.

Gabby: But looking at someone else’s needs can make a big difference in terms of who books and who doesn’t.

Anne: I think it’s important to note that casting directors have a job, but before they have that job, they have a client. And that client has a product that they’re trying, typically trying to sell, or they’re trying to expand the brand. And so, a lot of the direction or the needs come directly from the client, who then talk about their needs or communicate their needs to the casting director about how they want to sell a product. And I think that the more we can understand that whole aspect of the industry, the better we can serve the client, or the casting director, with our voices, to be able to, to help elevate that brand, or sell the product, or whatever it is.

Gabby: When I worked in advertising, we had something really cool. Our sales department had a CNA, which is a client needs analysis, that was filled out and discussed with every single advertiser who was coming to us. And man, it would get into some really cool stuff, like things that I don’t think voice actors necessarily think about. So questions on a client’s CNA for casting would be things like, who’s your competitor?

Anne: Right.

Gabby: What’s the average age of your buyer or your ideal buyer? Literally I always tell people, it’s a full demographics breakdown.

Anne: Oh yeah.

Gabby: It’s everything from age, race, ethnicity, gender, education —

Anne: Income, yeah.

Gabby: Income, yeah —

Anne: Hobbies.

Gabby: All those factors. Yeah. And by the time you’re done, you, you basically have a really clear picture of the person they’re trying to attract.

Anne: And also the person that they’re trying to attract, typically they’re going to want to — and these days, because we are educated consumers, and I say this over and over and over again — they want to have typically a voice that speaks that language to that audience, and they can –

Gabby: Totally.

Anne: They can completely, you know, identify with. So you k