I have been active in the voice over industry for 24 years, and in that time I have noticed one particular area that was not being addressed sufficiently in books, tapes and seminars, and it happens to be the weakest and yet, arguably, the most vital aspect of being a voice actor — promotions and marketing. In the entertainment industry, otherwise known as “show business,” the moniker is spot on — part show and part business. Having the “pipes” and the knack for doing different voices is one thing, but having the “know-how” to actually promote yourself in an industry full of “showoffs,” is like the title itself, only half of the game.

I love this area, and you should too. If you do not, I am hoping to start a spark that lights a fire under you! Some of my most “creative juices” are challenged in the area of promotion and marketing, but first things first, to clarify. What is “promotion”? It is more than just advertising and publicity, I promise.

• Promotion: The act of advertising what you do in order to urge your career in a positive and more affluent condition. This is not to be confused with “publicity.”

• Publicity: The act of providing information about yourself that is then disseminated through various types of media to attract interest.

• Marketing: The work of moving goods from the producer to the buyer, including selling, advertising, etc. In this case, you are selling YOU!

Getting Started
I still remember back in ‘81 how excited I was when I finished my very first demo tape. I was about to graduate from UCLA with a bachelor’s degree in theater when Daws Butler, my voice pioneer/mentor escorted me out to Hanna-Barbera to shake a few hands and pass out my tape. Being ushered into the biz by an icon was possibly the best promotion and marketing action one could ever have the opportunity to do, bar none!

As you know, the first “tool of the trade” for the voice actor is the demo tape. I get many questions from folks, (they seem to be getting younger and younger) who are interested in getting in “The Biz.” They ask me: How long should my tape be? How do you know when you are through? Who do you send it to? These are questions that are not to be taken lightly. In an industry wrought with competition and casting directors and producers with very little time to listen to submissions, it is vital that your demo tape represent the best “you” that you have. It is going to cost you a few dimes to get your tape into “competitive shape,” so do a good job. After all, you are going to be competing with professionals!

Your demo tape “is” promotion and marketing. It should consist of about two to two-and-a-half minutes of a “sampling” of your best characterizations. How do you know which ones are your best? You “try them on for size.” Play them for your family and friends; you will see which voices light up their faces. Take classes and work in a safe, non-judgmental environment that is conducive to helping you grow, rather than one which lessens your potential.

If you are in a class whose teacher negates your efforts, or criticizes you all the time, then you are in the wrong class! A class should be a safe place where you are encouraged to create these characters with the freedom to find that some characters have more presence and believability than others. If the character is not “made of whole cloth,” then it will not come across as believable to the listener. One of the key points to developing a character is “How real is he/she?” If it just comes off as a silly voice, this will not hold up in the casting department. However, do not just toss that voice aside; it is now part of your inventory so log it in.

Creative Tips
Another suggestion — I find it very helpful to take a children’s book and a tape recorder on occasion and just start reading. I will come up with any number of “new” characters and actually surprise myself. Out of 20 new “voices,” I might end up with two to three unique sounds that I have never used before. This is extremely helpful when it comes to auditions. I just go back to my “files” and pull up a brand-new sound.

Just for fun, go to the websites of some of the most productive voice talent in the industry and settle into a real lesson in talent. Here are a few — you can check out: www.sbvtalentagency.com, www.icmtalent.com and www.cedtalent.com. You will find exceptional talent at all of these sites. Even more importantly, you will be able to actually hear some of their demo tapes! I did this recently and was knocked out by the sheer number of professional voice actors out there. Their demos are clean, clear and interesting. They capture your interest and hold it for the entire time.

For those of you who are just starting out in your career, this is Lesson Number One: Check out these sites!

Lesson Number Two: Don’t be dismayed! Now that you have listened to some examples of professional voice actors, don’t just quit! The truth is that casting folks and producers are ALWAYS looking for the next Dan Castellaneta or Hank Azaria! It’s true.