Ask The Voice Cat

When it comes to getting your voice heard by agents or others in the V-O industry, you have many ways to accomplish that, but they all start with putting together a professional voice acting demo. And the only way to do that is to become proficient at voice acting. And the only way to do that is to study the art and techniques of voice acting through classes (which entails many hours behind the microphone).

If you've never taken classes, I strongly urge you not to do a demo until you're ready. It would just be a waste of your time and money at this time. Put those resources towards classes, and, if you find you have the talent for it, and your instructor feels that you're ready, then proceed to produce a demo.

At that point, make sure you work with a person who's produced other V-O demos (you should listen to other demos they've done to determine how good their production values are).

Remember, you only have one shot to make a good impression on the people who work in the V-O business every day, so when you're ready, you need to send out an impressive, competitive demo that's also professionally packaged.

But, what if you already have a V-O demo produced?

Where do you start?

How do you know you’re approaching the right people, the right way?

Here’s a little primer:

- Get a list of franchised talent agencies from your local AFTRA office (even if you’re not a member), the Voice Over Resource Guide (VORG-in L.A.: 818/508-7578), The Agency Guide (Samuel French Books, 7623 Sunset Blvd., Hollywood—they also sell preprinted address labels), Voices.com’s Definitive Guide to Voice Over Success (there are hundreds of agencies listed in their ebook from LA and NYC) or look in the Yellow Pages under Talent Agencies or Casting Directors. Also, do some research on the Internet to start compiling a list of production companies.

- If you know any voice talent, producers or casting directors, ask them their take on local talent agencies and agents.

- Ask your voice talent friends to listen to your demo and ask if they might call their agent to ask if they would listen to your demo.

- Before calling, write down everything you want to say.

- Look for an agent who’s well known, knows the market and has a good reputation in commercial voice work. Find out if they specialize in representing voice talent.

- Ask if you may submit your demo. If they tell you that the agency isn’t accepting demos at this time, find out whom you’re talking to and call them back 3 months later to see if anything has changed.

- If you can submit your demo, send it with a brief cover letter, resume and S.A.S.E. Check back in about 2-3 weeks. Don’t expect to get it back.

- Once you arrange a meeting with a potential agent, bring a well-prepared V-O demo and a clean resume (you can include a head shot if you have one, but it’s not necessary).

- Dress and conduct yourself professionally.

- Be prepared to audition. Your demo got you in the door, but agents want to see a skilled and professional performer.

- Ask if their 10% commission is added to the performer’s fee or taken out.

- Ask how they promote talent. Find out if there are a lot of V-O demos in the office.

- Determine if you feel comfortable talking to him/her. If you do, producers will.

- Ask if the agency has a good set-up for auditions.

- Find out if the agent is franchised by the talent unions (SAG & AFTRA). Ask also if the agency hires union and/or non-union actors.

- Be confident and out-going, but not cocky. An agent can see right through it.

- Some agencies charge a fee to cut an actor’s two-minute demo down to one minute so they can put them on the agency house demo. If that’s their policy, find out how much they charge and look into doing it yourself if you can find a better price.

- Whatever the reason for rejection, don’t take it personally. There may be a conflict with other talent (meaning the agency has voices “similar” to yours) or they may not be accepting any more submissions because they’re too busy representing the talent already in their stable. Ask if you can check back in a few months to see if the situation has changed.

- Ask for any feedback or constructive criticism of your demo and/or audition performance, but don’t change it based on one agent’s viewpoint. If a number of agents agree that your demo isn’t competitive, consider revamping.

- If a talent agency wants to sign you, make sure you understand the contract before you sign. It should have a performance clause, which stipulates that the agent should get you work within 90 days or the contract is null and void if you notify the agency (or SAG/AFTRA) in writing.

- Take your time. Don’t rush to sign with the first agent who offers to represent you. Tell them you’re weighing your options and will let them know soon.

- A normal contract is for one year. Some agencies want a multi-year contract, but this can be problematical if your agent doesn’t promote you and get you work.

- Sometimes it’s better to sign with a small agency than a large one where you might get lost in the crowd of seasoned performers.

- Some agents will freelance an actor, sending him/her out on auditions without signing them, just to see how they do. So, as an option, ask potential agents if their policy is to freelance talent.

- Never pay anyone up front to get work in the industry. If anyone promises that for a certain amount of money they’ll get you an audition or guarantee work, walk away—quickly.

Good luck, and let me know what happens!

Sincerely,

Marc

If you have any questions, please write to me and I’ll get back to you on the blog with my answers.

MARC CASHMAN creates and produces copy and music advertising for radio and television. Winner of over 150 advertising awards, he also instructs voice acting of all levels through his classes, The Cashman Cache of Voice-Acting Techniques in Los Angeles, CA.

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