The Voice Over Industry Is Changing—Are You Ready?
They say the only constant is change, and that couldn’t be more true for the voice over industry. With advancements in AI and shifting casting site partnerships, many voice actors have found themselves wondering what’s next. The recent acquisition of Voice123 by Backstage sent waves through the industry, leaving talent questioning how it might impact their business. But here’s the reality—your success should never be determined by a single platform. Instead of panicking over industry changes, use this moment as a wake-up call to reevaluate and strengthen your business strategy.
Don’t Put All Your Eggs in One Basket
Online casting sites can be a great resource for finding work, but relying on them exclusively is risky. These platforms aren’t built to help you grow your personal brand—they’re businesses that profit from your participation. If a platform changes its rules, raises its fees, or shuts down entirely, where does that leave you? The best approach is to make online casting just one part of your overall marketing plan. Diversifying where you find clients ensures that no single platform controls your income.
Build Your Own Platform—Your Website
Your website is the only online space that you own and control. If you haven’t already, now is the time to invest in your personal site. This is where clients should be able to find you, hear your demos, and contact you directly—without job management fees or third-party involvement. Beyond just listing your demos, optimize your website with strong SEO content that helps potential clients discover you. The more visible you are in search results, the less you’ll have to rely on external platforms for work.
Direct Marketing: Take Control of Your Leads
If you don’t have a system for reaching out to potential clients directly, now is the time to start. Email marketing, when done correctly, can be one of the most effective ways to generate work. But before you start sending cold emails, educate yourself on spam compliance laws to ensure you’re reaching out the right way. The key is to build genuine connections—get to know potential clients, understand their needs, and establish a professional relationship that lasts beyond just one booking.
Agents: A Valuable Partner in Your Business
While online casting sites offer a self-service model, agents provide an entirely different level of opportunity. A good agent understands the industry, fights for competitive rates, and connects you with high-quality auditions. However, having an agent isn’t a shortcut to success—it’s a partnership. You still need to market yourself, hone your skills, and maintain strong client relationships. Agents can help open doors, but it’s up to you to walk through them prepared.
Invest in Your Skills
One of the best ways to safeguard your career is to be undeniably good at what you do. The more skilled you are, the more valuable you become to clients, making it easier to find and retain work. Stay sharp by taking performance coaching, business training, and marketing workshops. Surround yourself with mentors, accountability groups, or coaching programs that push you to improve. The best way to stay ahead of industry changes is to make sure your skills are in constant demand.
The Future of Your Voice Over Business Is in Your Hands
So, what happens next? That depends entirely on you. If you commit to educating yourself, diversifying your marketing, and focusing on building your OWN business—not someone else’s platform—you’ll be future-proof. Yes, the work upfront can feel daunting, but the payoff is a stable, thriving voice over business that you control. Instead of fearing change, embrace it as an opportunity to take charge of your career.
Thanks for reading - Anne
Work with Anne
Anne Ganguzza is a Voice Actor, Coach, Influencer, and award-winning Podcaster & Demo Producer. based in Southern California.
