ARE SOME VOICE OVER DEMOS MORE MARKETABLE?


Maybe you can't tell, but voice over casting agents can.
There is a difference between marketable voice over demos, and unmarketable ones.

Listen to voice over demos produced at Edge Studio (links above).
Each demo uniquely fits the voice over artist... and each demo is marketable.

We maintain a reputation of helping voice over talent Make Back The Money they spend on demos.



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VOICE OVER DEMO FACTS
(Excerpts from Edge Studio's Industry GuideBook)


1. definition

Short for “demonstration,” a demo is an audio recording that demonstrates vocal capabilities.

Demos are also known as “demo tapes” and “demo reels” (from the days of cassettes and reel-to-reels).



2. purpose

The demo represents the voice over artist (much like a résumé) in the attempt to obtain work. For every voice over job or audition, a casting professional must locate a voice over artist with a specified voice. Demos are what casting professionals review to determine which voice over artist is most appropriate.

Without a demo, obtaining work is virtually impossible.



3. types

Three general types of demos exist. Each type focuses on a different sector of the industry.

     commercial demo: Due to the “glamour” of being heard on national television commercials, this is the most popular type of demo, even though only 10% of the work is commercial work.

A commercial demo demonstrates a variety of different kinds of commercials. For example, conversational, hard-sell, nonchalant, public service announcement, etc.

     narration demo: To work full-time in this industry, it is generally necessary to have a narration demo, as narrations are 90% of the work.

A narration demo demonstrates a variety of different kinds of narrations. For example, audio-book, documentary, voice-mail, website narration, children’s educational film, etc.

     specialty demo: This is a demo that serves one niche of the industry. This type of demo makes it easier to obtain work in one specific segment of the industry. For example, a “nature-film voice over demo” increases the chance of being hired by a nature-film producer. However, its difficult to obtain other types of work with this type of demo.

Specialty demo types include: character demo, audio-book demo, foreign language demo, nature film demo, children’s work demo, etc.

Most voice over artists have at least a commercial and narration demo – as with both, they are able to get all types of work. However many professionals often have specialty demos, allowing them to presumably gain additional work in that specific genre.

NOTE: The more variety you show on your demo, the more diverse you appear. Sometimes that is good, and sometimes not. It is based upon your competition.

If you will market in a competitive area, (such as an urban area), then it is often best to show one vocal style. This is because casting professionals have demos from many other voice over artists…many who specialize in one certain style. Therefore casting professionals prefer the opportunity to hire a voice over artist who specializes in the vocal style they desire…as opposed to hiring a “Jack of all trades.”

If you will market in a non-competitive area, (such as a rural area), then it is often best to demonstrate as much variety as possible, as there is no competition to compete against.



4. contents

Demos contain small segments of work called “spots.” Each spot showcases a different style of delivery. For example, one spot may show an upbeat style, another spot may show a serious style, and so forth.

By demonstrating a greater variety of spots on your demo, there is more chance that a producer will hire you. This is because you show the producers that you are capable of varied types of work.

A spot is generally 5 to 15 seconds worth of an original recording — regardless of whether the original was a 60-second radio commercial or a 3-hour-long documentary.



5. length

Demos are typically ¾ to 1½ minutes long. It may seem short, but it doesn’t take more than a moment to determine what someone sounds like. (Think about this: when you listen to someone singing kareoke, it probably doesn’t take you more than a few seconds to determine what they sound like.)



6. formats

Voice talent market their demos in a few different formats:

     MP3s: The majority of voice talent today market MP3 files. In fact, we estimate that the majority of casting professionals not only accept, but prefer MP3s. There are many benefits to using MP3s:

1. Emailing an MP3 to casting professionals and potential customers is free, assuming you already have Internet service.

2. Your demo can easily be uploaded to websites (your own or a casting professional’s library) for potential customers to review and download.

3. It is simple for casting professionals to receive and save your demo directly onto their computer.

4. It is environmentally friendly, as CDs, envelopes, and CD labeling are unnecessary.

     compact discs (CDs): CDs are essentially the only “tangible” demo voice talent use to market themselves. CD copies of your demo can be obtained from most recording studios and “duplication houses” (that specialize in mass-duplication). Alternatively, it is quite simple to burn CDs on your own computer. There are some benefits to using CDs:

1. Some casting professionals prefer CDs and dislike MP3s. In this case, being prepared with a CD can help secure a new customer.

2. Many talent use CDs in addition to, or in place of business cards. This is a great way to market yourself.

3. It tends to be easier to delete MP3s than it is to throw away a CD, and for that reason, it is possible that some potential customers hold onto CDs more than they do MP3 files.

4. CD labeling can help your CD stand out, by having attractive graphics. This is unlike MP3s, where every file “looks” the same.



7. labeling a CD demo

Following is the typical text labeled onto CD demos. Note that there is no standard. Your demo can be as personalized as you would like. Keep in mind, though, that the more clearly labeled it is, the more marketable it is.

a. name: The name generally appears on top, in bold letters.

b. contents: The contents must be noted, such as:

- voice over demo
- jingle demo
- audio book demo

c. contact information: Information to reach the demo-artist may include telephone number, beeper, cell-phone, etc. Addresses are generally not included.

d. track information: Track information shows what audio is on what track, such as:

- track 1 = singing demo
- track 2 = character demo
- track 3 = foreign language demo

On some demos, the track information is more specific, in that each recording is a separate track number, and contains detailed information, such as:

- track 1 = audio book excerpt – “War of the Worlds” – mysterious, dramatic
- track 2 = audio book excerpt – “Dr. Seuss” – silly, lighthearted, childish

or

- track 1 = character voice – “New Yorker” – rough, gravely
- track 2 = character voice – “dialect” – British, dignified

or

- track 1 = jingle – “Mobile Gasoline” – pop style, upbeat
- track 2 = jingle – “Myers Real Estate” – slow tempo, caring

Running times can also be listed for each track, such as:

- track 1 = dialect demo – 1:12
- track 2 = medical demo – 1:34
- track 3 = news/promo demo 1:02

e. logos and graphics: Logos and graphics are rarely used on duplicates for two reasons. First, they take up too much room. Second, the duplicate is like a resume, and does not need to be aesthetically pleasing. However, if one is preferred, send us a “tiff” or “jpeg” file, or give us a hard copy and we will scan it on.

There are two optional items that can be inserted into your duplicate CDs. These are:

     “Front Card”: A front card is a paper insert that slips into the front of the CD's case, and contains text and/or graphic information.

     “Tray Card (aka Back Cards)”: A tray card is a paper insert which fits into the back, and the left and right sides spines of the CD case, and contains text and/or graphic information (such as your name, etc). Note that this option allows information on the back of the CD case, AND along the spine of the CD case, which allows information to be visible when the CD is stored vertically (as in a CD storage case).

These options allow the demo to appear more professional. And with any “word processor” or “graphic” program and printer, they can be created inexpensively, and inserted into your CDs for an extremely high-end and aesthetically pleasing duplicate.

Either of these cards would include the same information as the duplicate contains. In addition, a biography, resume, logo, or other information could be included.



8. file naming an MP3 demo

MP3 demos should be named with your full name and the type of demo you are marketing. For example:

Joan Dickson – commercial demo.MP3

This way casting professionals can easily download your demo onto their computer without needing to re-name it.



9. longevity

A demo should last one to three years. It is important that the demo does not appear out-of-date, because that will indicate that the voice over artist has not worked for a while.

Many factors can give away the fact that a demo is out-of-date, such as type of delivery, type of scriptwriting, and style of music.

Updating a demo generally involves having an audio engineer “cut and paste” spots from the old demo onto a demo with new spots. New spots are either actual voice over jobs that the artist has professionally recorded, or spots recorded solely for the purpose of updating a demo.

When you update a demo, not only is the demo current but it gives you a great excuse to contact old clients again.