Most voice actors define “the client,” by the brand or end user. My client is Pepsi, McDonald’s, Mount Sinai Hospital, etc. If you dig for more detail, they’ll often point to a producer, who may also be the person directing them in the booth. For projects solicited through online P2P casting services, the client may be perceived as whoever is managing the project on the other side of the paywall. The brand name of the end user is great for the old résumé, but the person who actually hires you is the single most important person you need to understand. Whether you’re working directly with the product owner, an ad agency, talent agent, etc., the important thing is that they’re already hiring you.
What about the 99 percent of the hiring apparatus that isn’t hiring you? The focus of this article is to get into the mind of the 99 percent and give you an irrefutable edge in getting work.
Fortunately, getting into the client’s mind is not rocket science. However, it is brain surgery. Consider how brain scientists look at the brain as an organ with different regions governing different aspects of human awareness: emotions, senses, movement, memories, etc. We do
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