The world of commercial advertising has grown in leaps and bounds, from print media to television to digital platforms. With this evolution, the demand for voiceover artists, especially influential commercial voice actors, has surged exponentially. These professionals have the power to create memorable brand impressions, craft engaging stories, and connect consumers to businesses in profound ways.
In this article, we’ll highlight some of the most successful commercial voice actors and take a closer look at their journey to the zenith of the industry. By understanding their path, upcoming voiceover artists can glean insights to make their mark in the commercial voiceover world.
Morgan Freeman: Perhaps one of the most recognizable voices in both the cinematic and commercial worlds, Morgan Freeman's smooth, deep voice has graced commercials for brands like Visa and Mountain Dew. His ability to command attention and convey gravitas has made him a sought-after choice for many marketers.
Susan Bennett: Unbeknownst to many, Susan Bennett is the original voice behind Siri, Apple's iconic virtual assistant. Her voice has been part of the daily lives of millions globally. While Siri is not a conventional commercial, Bennett's voice lends credibility and recognition to Apple's brand.
Don LaFontaine: Known as the "King of Movie Trailers," Don's voice has been featured in over 5,000 movie trailers and countless commercials. His signature phrase, "In a world...," became synonymous with blockbuster movie promotions.
Melissa Disney: As one of the influential female commercial voice actors, Melissa has voiced commercials for giants like McDonald's, Ford, and Nokia. Her versatile voice ranges from sultry to energetic, giving her a broad commercial appeal.
Understanding the brand's vision is the first step. Influential voice actors don't just lend their voice; they align with the brand's message, purpose, and target audience. This alignment ensures the voiceover resonates with listeners and creates a lasting brand impression. Versatility comes second as being able to modulate and adjust one's voice to fit a variety of tones, emotions, and characters is pivotal. Successful commercial voice actors often have a wide range in their portfolio, showcasing their adaptability. Then, of course, continuous learning is always vital. Voice acting is an evolving art. Techniques, trends, and demands shift over time. The most successful in the industry constantly hone their craft, attend workshops, and learn from feedback. Finally, professionalism in all circumstances is fundamental. This might seem elementary, but punctuality, respect for deadlines, open communication, and a solid work ethic set professionals apart in any industry, including voice acting.
Though it is not exactly a skill so to speak, building relationships with clients and agents is really important too. Voice actors who have long-standing relationships with clients or agents often enjoy consistent work. Trust, reliability, and delivering quality consistently are key to maintaining these relationships.
Digital platforms have opened up vast opportunities for commercial voice actors. From online ads to brand videos on social media platforms, the demand for voiceover artists is robust in the digital space. Actors who embrace these platforms and adapt to their nuances often have an edge.
In the end, becoming an influential commercial voice actor is not solely about having a unique or captivating voice. It’s about understanding the intricacies of storytelling, aligning with a brand’s vision, continuous learning, and maintaining a high degree of professionalism. As the commercial world continues to evolve, so will the opportunities for voice actors. Embracing change, staying adaptable, and always striving for excellence are the keys to success in this dynamic industry.
Influential Commercial Voice Actors by Alan Shires