Newsletter

May 2007 · Newsletter Archive

"(As actors) we can't be striving to please--we have to be striving to get to the heart of the matter."
--Vanessa Redgrave

"Be bold--and mighty forces will come to your aid."
--Basil King

The Sound Advice Acting Approach©

As anyone who has coached with us in the recent past knows, what we deliver here at Sound Advice isn't just career advice or marketing strategy for the working actor--which we do. We don't just produce seriously competitive voiceover demos either-- although we do that, too.

The fact is, we train talent in a unique and effective performance discipline...the Sound Advice Acting Approach, if you will. Boy, that feels very bold to say. Still, it's the truth.

Our approach applies to literally every medium: stage, film, commercial work, spokesperson, narration, monologue, improvisation, animation, stand-up, radio personality work, television--not just voiceover work alone. We certainly concentrate on voiceover and even specialize in it. We want you to have as much opportunity to subsidize your career whether you (already or intend to) specialize in voiceover or not. Voiceover offers a far greater rate of return than most other mediums, thereby offering a better likelihood to accomplish additional career goals you may have.

I honestly don't know any performance discipline that is designed to apply strategy and parameters of performance to all aspects of the industry, regardless of medium--until now. Perhaps we've never had an all-encompassing approach before because there has never been such a demand for talent to be so versed in such a variety of media as we are today.

Our intention, here at Sound Advice, is to give you the most effective tools available that you can apply easily and at a moment's notice in order to deliver the most impactful, dynamic delivery possible--and to do so consistently.

Further, our process defines your responsibilities during the session or audition--and by doing so, gives you the greatest advantage. The 10 Principles of Performance are designed to sustain you throughout the life of your career.

What we offer in coaching is more than unique in this business...we're an absolute anomaly.

We're confident when you coach with us and/or listen back to those sessions from your CDs you'll ultimately replace the doubt and self-derailment with directing your attention toward the most effective, most dynamic, most spontaneous delivery possible.

Certainly this requires commitment on your part. Our approach, like anything else, doesn't arrive fully intuitive. That is to say, when you first picked up your cell phone, iPod or TV remote you had to concentrate on what you wanted it to do. At some point, it became completely intuitive. Our approach is based on this very principle.

We're confident it will raise your game dramatically.

If we haven't coached you in some time...we suggest you give us a call and come in for a good shot in the arm. We're looking forward to blowing you away with what you're truly capable of--and all on the fly!

Making the Rounds

'Tis the season to get out there and make yourselves known. It seems talent peek their heads out of the sand and make themselves known to the agents most in spring and early fall. This process of getting out and promoting to the agents is known as 'making the rounds.' Typically with that we get lots of questions...such as:

May I please use the three of you as industry references for Lori Lins? -CK

Always...and of course. (Thanks for asking! But if we produced your demo--ultimately you HAVE us as a reference.)

Here's the thing: like most of us, I'm usually listening to my iTunes when I'm surfing the net. And one of the steadfast rules of Internet protocol is, if we want to listen to ANYTHING we will do so ONLY if we click on it first. It's Internet 101.

This is such a minor thing. Lori Lins just uses this info for their own office point of reference. It's BEYOND rare any one will ask for this info.

But most certainly you have me, Colleen Archer (Casting Director and Associate Producer), Priscilla Quirino (Casting Director and Associate Producer), Jon Monteverde (Chief Engineer), Maya Kuper (Technical Director and Associate Producer) and Ben McKinney (Engineer). (All our engineers, including Maya, are seasoned recording engineers for commercial, film, TV and industrial narration and web.)

So there you have it. Soon you'll wonder what all the fuss is about. Why all the running around? Frankly, it's all busy work. Because the fact is, now that you have your demo and postcards and what have you, you're ready to work. (You can even mention that during your one-on-one interview-- in a very diplomatic way, of course.)

Your shoes are shined.
There's no need to run around worrying about these items too terribly much.

They ask for your info in this rather unique format for this business...namely references and a resume for VOICEOVER. (That's the purpose the demo serves, ultimately.) I promise you few if any in this industry will ask for these items ever again. (Which is why I see this as busy work and barely pay them any attention in the book.)

However, I do like this agent very much and we want to accommodate their filing and sense of order. This is how they keep the scads of talent straight for THEMSELVES more than anything else. And that's a good thing!

This way they have something to refer to when they send you out on a session (because it's very likely you will score some work from these folks)--even right off your demo.

Again, we've seen that stat increase by 70% in the past year.

They will also ask you...what's your rate? What did you get paid on your last job?
Uh-huh. That can be jarring at first blush.
Answer: scale. (Remember the April 2007 Newsletter? I discussed this in detail. See our newsletter archives.)

They (Lori Lins) are simply trying to keep their meager but productive hands and feelers out in this ever-changing business. It may seem awkward--heck, IT IS AWKWARD! I can't imagine anyone likes this process. But it serves a purpose and everybody wins ultimately, so...just know that going in and it will seem far less overwhelming. Keep your skills sharp and you'll be fine. Knock 'em dead!

The Cost of (making/promoting a) Living

Hey Kate and Colleen; Now I'm not complaining about postcard stamps going up to $.26...(as of May 14th) but here's a bit of good news from the USPS--the $.63 stamp we use to send CD demos out is actually going DOWN to $.57 (for the same weight) in a few weeks, per my local post office. How about that? No excuse for not going nuts with demo mailings. -BMW

Thanks for the heads up there, Sporty! Kate

Don't Just Take OUR Word For It...

The following is an excerpt from Everything Acting Podcast (everythingactingpodcast.com). In Episode 27 (March 14th), host Darbi interviews Billy Serow, VO agent from Abrams Artists Agency, a top talent agency in New York.

Darbi (host): Any parting words of advice for our listeners as they are developing a relationship with an agent, or pursuing a relationship with an agent?

Billy: Know your strengths--and present your strengths. I do think that many actors might not have the real knowledge of where they really fit in, in the grand scheme of things. And voiceover reel-wise, for example, many times you hear someone who tries to be a Jack of all trades, Master of none. When you listen to the demo, you don't get a sense of who they are. If you trust that you are an interesting, dynamic actor who fits in a certain category or categories, and go full force in marketing yourself as such, you will achieve success.

Darbi: That's a tough one, I think, because actors, when they're in school, their goal is to play a lot of different types and do a lot of different things, but that makes it hard for you to sell, right?

Billy: Yeah, and that's why it's school. A classroom situation is a place to fail, and it's OK to fail, so you learn from that. But as you're out in the big bad world, you have to know there are people on my side of the table who...need to pigeonhole actors in order to do their job correctly...in each case, it will help to always present your strength.

What's What

Kate, I wanted to ask for something that may be off the program, but I was wondering if I could get an mp3 of the edited retail spot (i.e. Sears/Home Depot/Lowe's/Macy's) from our demo recording session yesterday. I would like to listen to it; study it if you will, with the script.

The session was somewhat of an epiphany for me. I was watching an episode of Heroes. I suddenly began to hear all the spots in the show differently. I actually could hear myself doing some of these spots.

I really appreciate the tough coaching.

Also, everything you wrote in your book about radio is true. Up until now, I have been really fortunate in it and have made really good money. However, I see the end coming as consolidation and Wall Street's quarter-to-quarter, short-term mentality is destroying the medium I used to love so much. I am truly enjoying hearing what you are teaching me to create. Thanks! -'Joe' Your Radio Pal

Hey, 'Joe'...Very happy to hear it was an eye-opener for you!

However, the answer is 'Nope.' You're going to have to wait until we finish producing your demo to hear the edit. There's nothing here to figure out. If anything, I'm trying to keep you out of your frickin' head--not lock you up inside it. As Colleen and I reiterate to you guys repeatedly during training, we don't want you poring over what you already did or listening endlessly to YOUR tracks. We record your coaching session to CD with the intention that you listen to it over again, in order to really get what it is we are imparting to you with our process, and thereby, ultimately, make this process second nature.

Besides, I'm not necessarily settling on that edit for use on your demo anyway. I don't make that call during tracking.

As for the formulaic style of that retail read--I could ALWAYS hear you doing that spot!

I'm confident you will succeed quite nicely in this form, among others.
I just need you to let go of that vise-grip you're placing on the read from the start. Get yourself into neutral and LOSE all tension. I want you to concentrate on employing the first 3 Principles...with teeth!

"Add a little more ease, make it a little more fluid," needs to become your mantra, my friend. Then set your proximity and keep that consistent. (The script dictates the proximity--it's likely to be either a CU or MCU. ECU is something of a rarity, although you may find it useful for some luxury car, cold medicine or insurance ads. Again, this stuff is formulaic.)

Then add the 'TOOLBOX'...ease, fluidity, WHO are you talking to (SELF), WHAT are you talking about (give yourself 4-6 good descriptions of the subject as a concept--that's greater direction than you'll EVER get from anyone, because it's yours!!) and, of course...PICTURE IT!! (Imagine what the commercial looks like, imagine what you're saying AS you say it!!! This will change with each take, but it 'trumps' everything else... IF YOU CAN SEE IT--WE CAN SEE IT. Pure & simple. Alas, if you can't see it...the whole thing sinks. It flat-lines right then and there.)

Now, those are all the things you need to 'THINK about' or 'STUDY' or even consider after yesterday's session.

Again, you are 'thinking' between the lines rather than WHILE you are saying them. We simply need you to make the adjustment from... think, think, speak... think, think, speak... to IMAGINE/speak.... imagine/speak... imagine/speak...

The aim here is to SEE IT AS YOU SAY IT, rather than attempting to choreograph HOW you're going to say the spot in your head in advance of opening your mouth for each take. That only results in sucking the living marrow out of the moment and leaves your audience with nothing but the empty bones and watching you arduously work at the delivery--which is completely counter to what it is we are trying to do here.

(Phew. Pant, pant.) I'm gonna keep saying it... till (ALL of) you get it!
Onward and upward! Kate

Money Where Your Mouth Is...

Subject: Question
Kate, After I get paid for a project, what should I do with the money? -JR

Okay, Smart Aleck, I'm going to assume you truly want to know because I actually have an answer. I assume you're in this for the long haul, correct? Well, when it comes to owning and running your own small business--which your voiceover most certainly is--most financial advisors (Suze Orman included) recommend you reinvest a minimum of 40-50% of what you make in your first year or two back into your business in order to bolster the effectiveness and rate of return. 20% goes to taxes and the rest is up to you. That means keeping your skills sharp and your promotion going out (to talent agents, both locally and nationwide, and to potential clients). You have to be prepared to deliver what's promised in your promo, so you could say you're in a constant state of preparing to deliver, if not flat-out delivery! It's your job and we want to assist you in succeeding in your field. And with that...I wish you a good, long, healthy and happy career.

Salute

We lost Kurt Vonnegut last month. He's one of my favorites and Phil O'Brien sent me this quote as a salute to this remarkable fellow...

"Hello, babies. Welcome to Earth. It's hot in the summer and cold in the winter. It's round and wet and crowded. At the outside, babies, you've got about a hundred years here. There's only one rule that I know of, babies--'God damn it, youÕve got to be kind.' " - God Bless You, Mr. Rosewater (1965)

I thought it worth passing on. If you've never read or seen 'Slaughterhouse-Five'... I highly recommend you check it out. Slightly obscure, sure. But funny and dry and dark and cool. So, here's to Kurt! He shall be missed. None like him. Ne'er a one.

Prepare to Deliver

Okay, so that wraps up another meaty issue.

Feel free to pass on your input, sentiments, notions and such. We're always interested in hearing about your experiences and salty tales from the front, as it were.

We have lots brewing around here and look forward to seeing all of you guys buzzing like bees!

As a special treat to our clients, we have created site maps for casting agencies, recording studios and ad agencies...starting with Chicago--in order to assist you and your target promotions.
Check out: www.soundadviceclients.com/maps/chicago_advertising.html
www.soundadviceclients.com/maps/chicago_casting.html
www.soundadviceclients.com/maps/chicago_studios.html

Los Angeles and New York maps are soon to follow, so stay tuned to future Newsletters for those. Cool, huh? Yeah, we thought you'd like that. (It took a bit of doing because we literally had to create our own 'maps' for each city. Maps are generally copyrighted.)

Please note: It is NOT appropriate to simply DROP BY to meet & greet or cold-call ANY of the folks on these maps. It's off-putting and you'll only spoil it for the rest of us.

For the record, we no longer recommend you WALK your promo into AD AGENCIES. Talent agencies in Chicago vary in their walk-in policy: a few prefer you simply mail in your promo rather than walk it in because they are so small and stopping by disrupts their flow of business. But most Chicago talent agencies allow you to walk your promo in. This is not so-- pretty much anywhere else.

So, until next month...happy trails! Kate & crew