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VOICE OVER TODAY – August 6, 2002

Published by EDGE STUDIO
     New York training - 212-868-edge
     Washington DC training - 202-398-edge
     Connecticut training - 203-374-edge
     Tele-Training - 888-321-edge

demos. training. guidance. CD duplication. resources.

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WANT WORK? visit www.edgestudio.com/marketingresources.htm
NEED SCRIPTS? visit www.edgestudio.com/scripts.htm
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THIS ISSUE INCLUDES:

1.)… CD demos that don’t cut it.
2.)... remuneration – how much can I charge?
3.)… Washington DC Workshop – August 16 and 17
4.)... Free Marketing Workshop – August 29 at 7pm in NYcity

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Are you tired of reading off of cue cards? Memorizing long scripts only to get to the job and receive changes? Then this is for you.

EAR-PROMPTER--The ability to speak, simultaneously, pre-recorded material from a micro-cassette recorder, while hearing it through an earpiece, giving a flawless performance.

This extraordinary on-camera class comes from a leading ear-prompter proficient actor and trainer. Receive a nation-wide list of "Ear" agents at the end of the course and open the doors to more moneymaking opportunities.

Call Andréa Urban 212-591-1097 for private or group lessons

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1.) CD DEMOS THAT DON’T CUT IT

Why, I wonder quite often, do voice-artists market CD demos to satisfy their own needs, when instead they should satisfy the needs of their intended customer.

This article discusses ways to increase the chance that casting professionals find you and your demo.

As a production house, our clients expect us to maintain a library of available voices. Most often, our clients request a certain type voice, we play them demos that match, and they chose their favorite.

Therefore, like our colleagues, we have hundreds of CD demos stored in CD storage cases, which need to be easily found. We store CDs in standard CD storage cases with the spine (the side of the jewell case with the words) facing out (probably like you store CDs at home).

If we cannot find someone’s CD, or if we cannot find their contact information, they will, of course, not be hired. Here are things you can do to increase your odds that casting professionals will call you:

a. Use a “standard CD.” First of all, do not try to be cheap and use a cassette. And secondly, don’t try to be “different” and use a “mini-CD” or “business card CD,” because these types of media are not only so thin that they get lost in between other CDs, they do not play in many CD players…and consequently get thrown out.

b. Use jewell cases, as opposed to “paper-tyvec” cases or “clamshell” cases. (See pictures at www.edgestudio.com/duplication.htm.) Yes they cost a few more cents more to mail, but jewell cases are the only cases thick enough to fit correctly in CD storage cases.

c. Use a “tray card” (the “U” shaped paper insert that allows text on the spines and back of the CD case). Spend the extra money, because without tray cards, it’s difficult for your CD to be found in a storage case.

d. Put your contact information on the CD and the tray card. Don’t worry about being redundant or not aesthetically pleasing. Your demo is your resume…it’s more important that your contact information can easily be found. More importantly, most casting professionals keep only your CD (they toss intro letters, resumes, etc). Therefore, if your contact information is not on the CD, you cannot be contacted.

e. And most importantly, do not send shrink-wrapped CDs triple wrapped in double thick, indestructible stapled 2-ply envelopes sealed with scotch-tape. Yes, it’s nice for you to know that your CD will arrive safely, but trust me, colleagues, as well as myself, finally give up and throw the package out.

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2.) REMUNERATION – HOW MUCH CAN I CHARGE?

question:

How much money can I make doing non-union commercials?

answer:

How much money you can earn narrating voice-over is dependant upon several variables, such as:

a). your ability: If you follow direction, show up on time, etc., you'll do much better than someone who doesn't.

b). your location: If you live outside a major metropolitan area, voice-over work may pay less.

c). your niche: If you focus on one genre of voice-over (ie: hardsell, public service announcement, etc., there will be less possible work as opposed to being more generalized.

d). your marketing: It's a number game -- the more you market, the more work you may obtain.

Also, keep in mind that commercials are only approximately 10% of the industry. 90% is narration (video, film, documentary, audio-book, educational, website narration, telephone systems, training films, etc.) Therefore, if you stick only to the commercial market, you are limiting your potential.

With the above said, here is a range of what to charge for non-union voice-over services:

First, keep in mind that rates are negotiated between the voice-over artist and the client. In other words, you are often told what the payment is and you decide to except it or not. This is known as a "buy-out" fee. Even if a commercial airs longer than you were told, or if a small video becomes a national documentary, there are no additional payments made to you for a buy-out. You generally sign a "talent release" form agreeing to the above conditions.

Therefore, knowing how to determine the best non-union rate is critical. This is based upon numerous factors:

• Commercial payment is based on the size of the advertiser, how long the spot will air, and if it will air in one local market or in many major markets. A local cable TV spot may pay $50, while a national TV spot airing on network TV may pay $750.

• Narrations often pay by the hour (with the first hour generally being higher).
• Based upon the company's budget, length of the job, who will hear it (in-house or general public), and purpose (training tape or soundtrack for a major documentary), charge between $100 and $250 for the first hour, and $75 and $150 for each additional hour.

Remember that when you are new, charging less may help win that first job.
However, demanding too small a fee can set a precedent, so that asking for higher compensation down the road may not sit well with your clients. Requiring little compensation can also mark you as having little experience under your belt. And finally, being inexpensive can be construed as being hard-up for work.

Of course, there is the option of giving a new-client discount, or telling a prospective client that you will do the first session for free, so that they can see your ability.

Keep in mind that asking for a great amount of compensation can signal experience, skill, confidence, and can therefore ease the nervousness of your clients. But asking more than the client's budget can lose you the job. Plus, demanding big $$$s means you'd BETTER be worth every penny!

So, before giving a quote, do one thing: figure out what your client CAN pay. Not how much they WANT to pay, but what they CAN pay. And it's simple to find out. Just ask them, "What's the budget for this job? I'd like to work with you on it." Or "What have you paid voice over artists for similar jobs in past?" Finally, try and find out how many other voice-over artists are being considered. I f the answer is "none," it's time to beef up your fee a bit.

Most importantly, remember that any work is work. And while you shouldn't attempt to rip off your client, you should not cheat yourself either.

Hope this helps. Call us at 888-321-edge (3343) for more help.

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WANT CUSTOM CD DEMO CARDS?

We can work by phone, Internet, or IF YOU LIVE IN NEW YORK CITY I can meet you at your place of work, home or even Starbucks. If you live out of the New York City are, I cannot travel to you.

Together we’ll listen to your demo and create artwork suitable for it! Everything is stored on file for future duplicates.

CD Front Card - $1 per card
CD Tray Card - $1 per card
Cassette J-Card - $1 per card
One time Set-up fee - $40
Cutting Charge - $8 per order

Paul Liberti (212) 229-7856
PlibertiNY@aol.com

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3.) WASHINGTON DC WORKSHOP -- AUGUST 16 AND 17

Unique Voice?

Curious about commercials, books-on-tape, documentary, website narration, voicemail, children educational films, etc?

Assess your strengths and pinpoint marketable niches in this accelerated half-day Intensive Technique Workshop. $139. Afterwards, receive a candid, private evaluation from instructor.

If you possess potential, (we'll be straight forward), we can help you with demo production at a later date. If you need private training first, we can also help.

Participate in this Intensive-Technique Workshop either Friday, August 16 from 6pm-10pm, or Saturday, August 17 from 9am-1pm or 6pm-10pm at the Governor's Hotel (downtown DC).

Interested? Seats fill quickly, approximately 10 participants per workshop. Call 888-321-edge (3343) to participate.

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The 2002 edition of the Audiobook Reference Guide, from the publisher of AudioFile magazine is worth checking out. This comprehensive sourcebook to the audiobook industry, the guide provides contact information for 600 audiobook publishers, wholesale and retail distributors, creative, manufacturing and support services.

Check out the new section on Voice Talent--and sign up for YOUR listing in the 2002 Edition.

Call 800-506-1212 or visit www.audiofilemagazine.com to order your copy now. Just $24.00 (inc. s/h). For info on the Voice Talent listings email jennifer@audiofilemagazine.com.

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4.) FREE MARKETING WORKSHOP *** only in New York City ***

WHAT IS IT?
Come to the FREE one night voice-over workshop Thursday, August 29 at 7pm. BRING YOUR DEMO.

LOCATION
122 West 26th Street, 10th floor - Suite 1000, New York, NY (Class only available in New York City)

WHY IS IT FREE?
It’s an introduction to the VOICE-OVER MARKETING CO-OP, with Scott Glasgow. Learn what this workshop offers, meet the instructor, and decide if you want to sign up for the 12 week class.

DETAILS
Complete details at: www.edgestudio.com, click “marketingresources,” click “Marketing CO-OP.”

RESULTS?
Historically over half of participants have been called in by an Agent or Casting Director before the 12 week class even concludes.

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HAVE A DEMO? We're always searching for new talent. Please mail us your CD demo to: Edge Studio, 251 West 30th Street, suite 9-fm. NY, NY 10001 USA
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Voice Over Today is an Edge Studio publication
- advancing voice-over careers since 1988 -

www.edgestudio.com
888-321-edge

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