Exploring the Evolving World of Voice Acting and Radio Advertising

Welcome to our latest podcast recap from “Voice Acting Unplugged,” where we delve into the intriguing world of voiceover and radio advertising. In this episode, we had the pleasure of hosting Justin Sanders, the Group Head of Production at Global. With over 25 years of industry experience, Justin shared his insights on the dynamic nature of radio advertising and voice acting. Here’s a rundown of the key points discussed in our enlightening conversation.

Meet Justin Sanders

Anthony introduced our guest, Justin Sanders, a seasoned audio production veteran and Group Head of Production at Global. Justin has a wealth of experience, having started his career over two decades ago in local radio before moving up the ranks in London. His expertise in production and post-production is evident, with his leadership of a seven-member team at Global.

The Evolution of Radio Advertising

One of the main focuses of the podcast was the rapid turnaround needed in radio advertising, as Justin recounted crafting live content for the Olympics and reactive commercials based on real-time events, such as the outcomes of sports matches. This ability to respond quickly is a hallmark of radio advertising’s flexibility.

Justin emphasized that despite the digital age’s challenges, the appetite for audio content remains strong. With commercial radio gaining significant audience share, radio advertising remains a unique medium that can adapt and react swiftly—as seen in campaigns like British Airways adapting content based on real-time conditions.

Voice Acting in the Age of AI

Our conversation with Justin touched on the rising involvement of AI in voice acting. While AI can manage basic messaging, Justin highlighted the irreplaceable emotional depth that human voices bring to storytelling, especially for ads that require genuine emotional connection. He reassured voice actors that their performance skills remain crucial, as AI still lacks the nuanced delivery that a human can provide.

The Changing Voice Landscape

In discussing the changing voice landscape, Justin noted a shift from traditional accents like RP (Received Pronunciation) to more diverse and regional voices to appeal to younger demographics. This diversification offers opportunities for voice actors from various backgrounds and encourages a move toward more authentic and relatable performances.

Voice Acting Career Tips

For voice actors seeking longevity in their careers as AI evolves, Justin advised honing one’s performance skills and collaborating effectively with engineers. Authenticity in performance remains critical, with AI likely to augment rather than replace human voice actors in the foreseeable future.

The Future of Radio and Audio

Looking ahead, the podcast highlighted the continuous growth in audio consumption, both in radio and podcast formats. Justin identified key industry trends, including the passive nature of audio that allows multitasking and the higher investment individuals make in quality audio equipment.

In conclusion, this engaging episode with Justin Sanders shed light on the resilience and adaptability of the voice acting and radio advertising industries. As these fields continue to evolve, the demand for genuine, emotionally resonant audio content persists. We hope you enjoyed these insights from the podcast. Please subscribe to our series for more intriguing discussions and leave us your thoughts in the comments. If there’s someone you’d like us to interview next, let us know!

Join Margaret & Anthony next time on Voice Acting Unplugged.