It's not looking good.
Quantitative View
There are now over 1.12 million talent compared to 100 thousand in 2004. While there is much more work thanks to hyper-fragmentation of ad platforms, the rate per spot is falling rapidly. The SAG-AFTRA paradigm is at risk of further structural decay in the face of this prolific re-balancing of the supply/demand dynamic. Top-listed actors are likely to continue to get the lion's share of the big VO jobs.
Qualitative ViewOlder writers/producers at production companies have already been downsized or are in positions of management where they do not select VO talent. New, younger, and less expensive creative staff are behind the trend to cast "non-announcery" talent ("No one likes to be SOLD anymore"). This is a major trend; not a fad. Polished, older announcers are now being cast only for ads that appeal to older demographics, or character-type performances. Talent who can adapt and create a character that pleases millennial producers will have better chances of survival than talent who lack the necessary flexibility to adapt.
Conclusion
Fewer talent are in the 95th income percentile than ever before in the history of the art form. A far greater number of talent (perhaps triple vs. 2004) are in the 30th percentile. Each week, the odds that you can make a full-time living in VO diminish substantially.
Posts
Without any malice whatsoever, listen up VO "talent", the laws of Supply and demand are immutable and it is proofing itself out, right before our eyes. There is simply too much supply, in a marketplace of diminishing demand. This perfect storm has been brewing since 2004. Even as a part time pursuit, any good business counsel would recommend against this field of endeavor. A lottery ticket is a better "investment". Select your future wisely.
ReplyDeleteUnfortunately Dick, I think your analysis is dead on. It is/was hard enough convincing young writers and producers that the voice talent in the Twin Cities are equal to the talent on either coast. The SAG/AFTRA strike in the early 2000's didn't help matters either. Many union VO people declared "fi-core" to accept non-union jobs. Agencies saw this and started offering less money, thereby driving down incomes for all involved. At my last engineering gig they were paying talent a $200 flat fee for a national radio :60, and $20 per tagged 1-800 number. Sad indeed. Hope you're well. Get out there and show those millennials how it's done! -Jeff Behl
ReplyDeleteThanks, Jeff! This phenomenon isn't happening just in VO. It happened in music 15 tears ago and it's now happening in TV and full feature movies. And yet, somehow, content remains "king".
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