When scriptwriting, the ability to tell a great story is a crucial aspect of every voiceover project; a script must be written to sound spoken. No less important and by implication, however, the voice actor who does the speaking must be able to bring your story to life. So: how to choose the best actor for your voiceover project?
Some context
Today, the global voice acting pool is practically overflowing with talent. Do yourself a favor and take a little time to browse through the roster of voice actors on Voice123 – even when you’re not looking for a specific voice.
Since the Covid-19 pandemic struck, much has changed and has probably changed irrevocably. Marketing and the online advertising environment have never been more fluid. As the needs of customers and prospects change around the world, as trends come and go, so voices must adapt and change too.
A voice that may have worked wonderfully for your product or service last year, may not work at all anymore, and should you use the same actor, your marketing campaign might end up being a cripplingly expensive flop.
On the other hand, of course, choosing the right voice talent can both boost your brand and lead to expansive growth and fantastic ROI. But how do you navigate the fast, frothing rapids of our post-pandemic world?
Understanding right from wrong
Well, the right voice encompasses a range of aspects like tone, enunciation, articulation, believeability and authority.
Let’s consider an apt example. When it comes to all of these attributes, there’s one voice that’s one of the most requested on Voice123: the voice of God and perhaps everyman as well – Morgan Freeman! For ads, documentaries, TikTok and Instagram reels, Freeman’s distinctive type of voice is so sought-after it’s almost scary!
Why, you ask?
Let’s find out.
Voice appeal
Just what is it about Freeman’s voice that it simply keeps appealing to such a vast audience? Could it be the way he safely guides drivers through the navigation app Waze? When he says turn right, we trust his voice enough to do just so. Or is it because when God speaks, we listen? 😀
Well, according to Waze, Morgan Freeman remains their most requested voice. That means, he’s the voice viewers really want to listen to. In the past, Google’s free navigation app was voiced by several well-known and even authoritative celebrity voices, like Arnold Schwarzenegger and even Mr. T. Their custom navigation even incorporated famous catchphrases like Hasta la vista, baby, and I pity the fool. But Morgan Freeman’s voice reigns supreme.
As Graham Norton put it, Morgan Freeman is ‘Mr. Narration’ himself. His rich and captivating voice is one that millions have come to associate with warmth, authority, and authenticity. His vocal appeal comes down to a blend of soothing direction delivered with calm authority. A voice that is so warmly encouraging, it automatically prompts you to action.
Voice development
This brings us to the question of, how did Morgan Freeman get such a memorable voice, was he born with it or did he develop it?
Well, the short answer is, both.
When asked what the secret of his voice was, Freeman said that he had no specific technique. But two things did contribute toward his vocal development.
Firstly, yawning a lot was something he did to relax his vocal cords. It’s also a useful way to drop a person’s tone. This means the lower the voice the better the sound. It won’t make a person sound exactly like Morgan Freeman but it will certainly deepen the tone of voice.
Secondly, he worked with a voice instructor at Los Angeles City College who helped him to improve his voice in several ways. When Freeman first started out he said that his voice was much higher with a very thick Southern accent. But working with the instructor taught him to focus on things like diction and voice development which enhanced his own natural skill and ability. All vital steps in creating the iconic voice we know today as Morgan Freeman.
Voice adaptation
So, why does Freeman’s voice work better than others? Well, his voice has been known to deliver authority mixed in with both warmth and kindness. And this seems to make all the difference to the listener. His tone of wisdom, guidance, and even direction has had a profound effect on the voice over industry around the world. Earning him a well-deserved place in the top twenty most iconic voices of all time.
Now, let’s face it, hiring Morgan Freeman is not remotely as financially feasible as so many of Voice123’s cliens would like it to be. Hence the request for soundalikes for their voiceover projects.
But that doesn’t mean we’re out of options. How so? Like any skilled craftsman, Freeman took the time to hone his tool, or in this case his voice to the point of creating something that is both iconic and easily recognizable.
And there are numerous voice actors who likewise take the time to enhance their own skills in a way that best suits a variety of projects. Unfortunately, a good voice doesn’t come out of a bottle like Captain America but, it does come from hard work and effort. So finding a voice actor that works as hard as Morgan Freeman to get the right style and tone is entirely possible. And if you need a little guidance on working with a voice actor be sure to check out our useful tips on how to get the best results from a voice actor.
Final thoughts
Voice acting is the foundation on which industries like advertising, marketing, and even music video production are built. This means listeners and viewers can directly associate certain voices with a particular brand or voiceover project. As in the case of Morgan Freeman, aka the voice of God, aka the voice of Visa, aka the voice of Waze. This is regardless of whether he narrates the march of penguins, a prison yard scene, or even the CBS Evening News.
But the real focus is, how do you know which voice to choose for your own voiceover project? Well, you can look out for key aspects like tone, enunciation, and even authority in a potential voice. Then consider how this type of voice will resonate with your target audience. And try to think long-term. How will your brand be identified decades from now? After all, Freeman is still referred to as the voice of God almost twenty years later.
So, we wish you and your project much success as you look for the Morgan Freeman of voices to best represent your voiceover project. And as a final note, be sure to visit Voice123! There are countless professional voice actors ready to lend their voice in a way that best suits your project needs.
