Voice over artists perform more than read words into a microphone. There is always a preparation process that goes into ensuring a clean and polished commercial recording. Whether it is a 15-second radio spot or a 60-second video ad, voice-over artists follow a process to communicate the message in the best way possible. This blog post summarizes how voice-over artists prepare to read scripts for commercial recordings in a straightforward and easy-to-understand manner.
Understanding the Brand and Message
Before even previewing the script, voice-over artists first research the brand or company they are recording for. This is important, because every brand has its own brand voice and brand personality. For example, a commercial for a luxury watch will sound much different than an ad for a fast food chain. Some brands would rather have a trustworthy, serious read, while others would rather have something more playful and energetic. The voice-over artist might look at old commercials for the same brand, look through some brand guidelines, or listen to a client-provided reference recording to gauge an expected read. The research should help give the voice-over actor insight into how to relate to the audience or audience segment.
Reading the Script from Start to Finish
After the artist has seen the brand, he or she reads through the entire script without speaking into the mic. This initial read-through is significant because the artist gets a sense of what the message is covering, how it flows, what the main points are, etc. With proper instruction, the artist may even mark certain words to draw attention to, such as the product name or some kind of action—”visit our website” or “call today” for example. This helps the artist remember to highlight these words in the recording.
Breaking the Script into Sections
Once the artist understands the messages, he or she starts to break down the script into smaller sections, often referred to as beats. Each beat is an idea/thought, which helps you pace the script and put in natural pauses. In example of a commercial that is announcing a sale, there may be a section of the script that introduces the product, one that states the discount, and another with the final action. These breaks allow the recording to flow easily, with a little less rushed feel and a little more conversational feel.
Practicing the Delivery
Voicing over necessitates practice. After marking the script with notes and highlighting the pieces they want to work on, they then read the script aloud for practice. When practicing, the artist’s goal is to establish pacing, make sure their voice tone matches the meaning, and double check that they are pronouncing tricky words or uncommon phrasing accurately. The artist may even record themselves during practice, listen back and hear how it all sounds. This helps them notice if certain areas feel rushed, too slow, or if they sound flat.
Using Marks for Emphasis and Pauses
When practicing delivery, every voice over artist makes notes on the script. Making notes are simple marks that remind the voice over artist when to pause, if they should raise or lower their voice, or which written words to emphasize. For example, the artist may underline the word “now” in the line “Order now to save more” to remind themselves to stress that word. They may even place a slash between written phrases to remind them where to pause and breathe. These tiny A to B marks take away some of the stress during the recording session and help the voice over artists maintain better control of their voice while recording.
Timing the Script
Many spots limit artists to a strict time frame: 15, 30, or 60 seconds. This means the artist will also have to be conscious of the clock when they practice. If they are reading the script too long, they might try reading it a little faster, without sounding rushed, or they will recommend changes to narrow the length down. Conversely, if it feels too short, they might slow down a little or insert some brief pauses to reinforce a more natural rhythm. Staying within the time constraint is one of the most essential aspects of getting ready for a commercial voice over.
Taking Feedback from Clients or Directors
In most circumstances, a voice over artist will be accompanied by a director, producer, or client while they record. These attendees will be listening, and will be able to provide live feedback on the recording to assure the recorded material is what they are looking for. They may say something like, “Can you be a little more excited?” or “Can you try to have the end be a little slower?” A good voice over artist will pay attention to this direction, and alter their tone, pace, or emotion if needed. Being flexible and adaptable is an important ability to have in commercial voice work.
Final Rehearsal and Recording
Prior to executing the final take, the artist generally reviews the script for the final time. This is their time to check everything — tone, timing, clarity, and overall energy. When they feel confident, they begin to record. Most of the time they will record multiple takes so the producer has options to choose from. Sometimes a very small portion of a recording will be reused, which means that each take must be clean and consistent.