*Warning: I may unintentionally give away a few spoilers from the Netflix show The Playlist. Of course, this is not my intention, but I was so inspired by the series that I wrote this blog about it. So consider this fair warning. Oh, and buckle up, it's a long one. The blog, I mean. Even if you haven't watched the series yet, you're about to gain some perspective from this article.
The Game has changed...
These days, there is no shortage of new technology making huge waves in many industries. From digital music and cryptocurrency to AI and synthetic voice, innovative technologies are disrupting traditional business models. The brilliant minds behind these technologies are proving themselves as the modern-day versions of Nikola Tesla, Thomas Edison, Marie Curie, Alan Turing, and other iconic technopreneurs. With unexpected events shaping our realities, one thing is clear—we are being transformed by a wave of new technology solutions that will revolutionize the way we do business.
In fact, Netflix’s new series ‘The Playlist’ shares how new technologies start as a vision and impact the industry, law, and people involved. This docu-drama miniseries is about a Swedish tech entrepreneur and his partners who set out to revolutionize the music industry with an innovative streaming platform. There are many ways this show parallels the rise of artificial intelligence and computerized voices in the voice over industry, and I will be covering exactly how in this article.
The series is broken up into six episodes, with a detailed storyline told from varying perspectives. The analysis is brilliant IMHO, and provides a valuable learning opportunity for anyone who wants to gain a deeper understanding of the complexity and far-reaching impact of disruptive technologies.
Let's start at the beginning with the first episode - The Vision…
1 - The Vision
The vision is the new ideas and innovative concepts that take off from the creative, forward-thinking of those who dare to think outside the box. After all, the sparks that ignite world-changing revolutions are often born from a single mind, with a brilliant idea gained from observing a situation from a new perspective.
Having a vision supplies individuals with an advantage in today's competitive and growing marketplaces instead of blending in with the crowd. To inspire change is no easy feat, but remember that it only takes one person with a forward-thinking vision to create something life-changing.
The Playlist’s Visionary
Daniel Ek, a self-taught coder, has been added to the illustrious ranks of technology entrepreneurs as he takes on the challenge of tackling the piracy problem in the music industry. His success in building a start-up business has inspired him to think outside traditional music industry models and develop innovative, tech-based solutions to this age-old issue.
By combining inventive programming and an entrepreneurial mindset, he shows real value in looking at an intractable problem from an unconventional angle. With any luck, Daniel's vision will shape the future of digital music and bring revolutionary changes within his industry.
How It Compares to VO
The voice over industry has surely been disrupted by the recent introduction of advanced computerized speech powered by artificial intelligence. This technology may change how voice actors potentially offer their services, as synthetic voice models are now an additional option for clients moving forward. It’s even reaching further than just providing pre-recorded sounds and lines. New capabilities allow customers to control aspects such as tone, gender, and speed of the recorded message.
Of course, this new advancement is making waves throughout the industry, as consumers weigh its potential benefits and challenges. While computerized speech promises to make many productions faster, easier, and more affordable, only time will tell how much it will replace human talents, or if there are still some areas in which organic performances have yet to be challenged.
The bottom line is that in order to be successful in our careers, not only do we have to be good at our craft (voice acting), but we also have to have the vision and foresight to be great business people, and learn how to evolve with technology.
To inspire change is no easy feat, but remember that it only takes one person with a forward-thinking vision to create something life-changing.
Next, let’s cover The Industry…
2 - The Industry
New and innovative ideas can be real game-changers for an industry. Not only do creative minds come up with new products, services, and approaches to problems, but this often forces the rest of the industry to rethink their own strategies in order to remain competitive. The introduction of new ideas can open doors to inventing better processes and products that bring more convenience or efficiency than ever before.
Furthermore, innovative ideas often inspire others to think outside the box and use what they learned from successful innovations to create new ones. In sum, introducing new ideas into any industry can spark a chain reaction of further innovation if nurtured properly; this is why it's so important for business owners to keep up with current trends, embrace creativity and brainstorm fresh ways of doing things.
The Playlist’s Industry
Per Sundin, music mogul and head of a record label, found himself in the unexpected position of having to confront piracy when CD sales plummeted as Pirate Bay's free downloadable platform took off. He brought suit against Pirate Bay, and in court, was met with an uprising from those determined to break apart traditional industry structures. They saw themselves as modern-day Robin Hoods taking what is “owed” back to their followers through digital mediums. His own team even told him his thinking and ideas were "outdated" and not in line with what the younger market was demanding.
After intense deliberation over how drastically different this new form of media access would be compared to past means, Per eventually agreed on terms that pushed both parties forward into building anew while still retaining profits and a percentage of ownership.
How It Compares to VO
Traditionally, all of an artist's audio files are not controlled by one company. However, a manager or agent may negotiate work and usage rates for a talent today for an agreed-upon percentage (revenue share), similar to Per Sundin. Or non-union talent negotiate rates for themselves, thereby potentially keeping all of the profit for themselves. To maintain profitability and survivorship in the industry, it has always been a point of concern for talent to value their worth and quote appropriately, being advised to use industry rate guides (GVAA, SAG-Aftra, GFTB, etc) and never “cheapen” their brand to “fiverr” status.
As AI companies have evolved, they struggle with pushback from the voiceover industry - who fear having their jobs taken away by synthesized voices as well as having them undervalue the industry. For many talents, there is a so-called fear of technology, of evolving with the technology, and possibly for those who don't adapt - being left behind. Make sure to keep your eye on the future, as well as the evolving market, so you don't become "outdated."
Now let’s talk about The Law…
3 - The Law
In a world where technology is constantly evolving and modernizing, it's important that the law keeps up. As the years go on, laws must be adapted to fit our changing landscape--whether it be the automation of jobs or the introduction of new types of technologies. For instance, when driverless cars were introduced, laws were necessary to protect passengers in case of an accident as well as account for insurance issues. And when computerized voices were introduced, laws were necessary to protect voice-over actors.
On a global level, disputes between countries over newly discovered resources often require international law negotiations so that each country is treated fairly. These are only three examples among many illustrating how new innovative ideas affect the law and society as a whole.
The Playlist’s Law
The challenge of getting legal rights to the music for Spotify was proving immensely difficult. A young, brilliant lawyer decided to take on this task and work with major labels to provide free access for streaming users while ensuring each party still had their rightful stakes.
Through her determined attitude and commitment to utilitarianism, (one that will produce the greatest good for the greatest number), an agreement between both parties was reached, allowing Spotify and the Record companies a win-win situation, where the record companies own a portion of Spotify.
How It Compares to VO
With the booming voiceover industry and advances in AI technology, organizations such as VO BOSS - with their Voice and AI series - have reached out to educate actors on important issues such as ownership, copyright, and usage for both human and synthetic voices, as well as current and impending laws that affect both actors and businesses. Other organizations are being formed to protect VA rights, such as the Open Voice Network. I am part of the OVN Synthetic Voice Study Group, helping to develop standards and guidelines. With Voice Actors getting in on the ground floor to help establish guidelines. we can ensure we have a voice to move forward with the industry and work together with synthetic voice developers to ensure fair standards, guidelines, and laws for all.
Oh, and in case it is not obvious by now, any contracts for synthetic voice creation and usage should absolutely be looked over by a lawyer for the ultimate protection of the voice artist.
I’ve said it many times, and I’m sure I'll say it over and over again…
Now let’s talk about The Coder…
4 - The Coder
An innovative idea is a foundation for change, progress, and evolution in our world. It requires someone who can think outside the box and develop creative solutions - a coder or a brain behind the innovation. To form these ideas, coders must analyze what is known in the industry and then apply their knowledge to new areas of thought. They may need to come up with new methods and approaches in addition to the established ones, while also considering any implications or effects of their ideas.
Innovation by coders relies heavily on an understanding of technology that is advancing quickly and competently conducting extensive research – gathering different pieces of information to come up with original insights and turning them into something useful. Taking creative risks can result in fantastic outcomes such as new inventions and discoveries that benefit humanity in one way or another.
The Playlist’s Coder
A talented programmer with a dream of empowerment answered the call when Daniel's team needed help unraveling their complicated technical issues. Despite its simplicity, they saw beauty and purpose in the complex power behind code - an art form all its own! But ultimately, in the end, it did not come without a cost, both to him and to the industry.
How It Compares to VO
As an entrepreneur, I feel it is very important to step out of our bubbles and acknowledge all the moving parts that may have an effect on our business. Synthesized voices are created and finessed with thousands of lines of computer code, and they continue to improve with better coding and technology. There is beauty in the creative process - our own, as well as in other industries if we choose to acknowledge it. We simply need to open our eyes. The question still remains - Does this come at the cost of humanity? Or will it benefit humanity? And at the end of the day, who (or what) will win?
As entrepreneurs, we must be willing to step outside of our comfort zones and gain a thorough understanding of the intricate details that drive us, and our businesses, forward every day. Embracing this outlook can help fuel success in achieving our business goals. Taking creative risks in our performances and in our businesses can result in fantastic outcomes - and the ability to really make a difference. Just be careful your decisions don't turn around and bite you in the end.
5 - The Partner
As entrepreneurs, it's sometimes easy to get stuck in a creative rut and feel like there are no new innovative ideas. However, with the rise of technology, businesses all over the world are now being forced to think outside the box if they want to stay competitive and remain profitable. The introduction of new tools and resources can be an opportunity for entrepreneurs to be bold and innovative - instead of relying on traditional methods to solve problems, we can use these developments as stepping stones for bigger and better leaps in business operations. With an open mind and an entrepreneurial spirit, we can create innovative solutions that stand out from the competition, providing a clear path to success.
The Playlist’s Partner
Martin Lorentzon, the eccentric entrepreneur and co-founder of Spotify, looks back on the first five years of "bankrolling Daniel's mistakes." He had a vision and was willing to take a risk - a big risk - in the hopes that it would pay off just as big.
Brilliant creatives think outside the box, and Martin has a unique capability for this, as well as a vision for the future. Sadly, this left him without certain business sensibilities, i.e., Make sure you know how to always Read the Room. His inability to do just that was not always appreciated by his professional colleagues - deeming him somewhat reckless and possibly damaging to the company.
How It Compares to VO
As entrepreneurs, we need to tap into our creativity in order to stay ahead of the competition. Creativity is bred into our character's voices and products, and it can make us stand out and be truly awesome. However, as artists, we sometimes don’t completely understand the professional world; therefore, we must educate ourselves and be mindful of how changes within industries can affect us and our voices. It's important that communication stays front and center, as it can make or break any business venture. It's important to be aware of the industries we sell to and work within - they are the ones who buy our product. The products we offer are heavily influenced by market demand, so we must learn to 'Read the Room" and understand what our clients are looking for. Our ultimate goal is taking risks, adapting swiftly, and staying one step ahead in this ever-changing professional world!
Last, but very much not least, let’s talk about The Artist…
6 - The Artist
Artists today need to consider how Artificial Intelligence (AI) is affecting the art world in order to stay ahead of the curve. AI technology is vastly changing the way people consume and create art. It's even influencing the way artists interact with their audience, offering creative possibilities that have never been seen before. AI can now be used to generate artwork
(Hello Lensa!) , write for us (Have you tried Chat GPT?), and allow a unique user experience that was not possible in the past.
With all of these advances, it's important for artists to educate themselves about emerging technologies in order to continue creating compelling work that stands out from others in an ever-changing industry. This includes figuring out how you may - or may not - incorporate it into your product line. The digital age has unlocked some exciting opportunities for artists. Keeping an eye on evolving technologies such as AI offers an opportunity to be at the very forefront of art and innovation.
The Playlist’s Artist
As the future of music streaming hangs in the balance, renowned musician, Bobbi T, who has achieved global status through Spotify, enters a high-stakes battle with Spotify founder Daniel Ek. In an intense congressional hearing, they debate whether or not Spotify's business model takes advantage of its artists. The decision could make or break both parties' reputations and futures, and this last episode leaves us thinking.
How It Compares to VO
How will we protect our voices and our businesses in a future of synthetic voices? Will our industry be wiped out, or will we continue to work to keep our voices competitive in an evolving industry? Will we be compensated fairly? Will we only offer our human voices for sale? Or will we offer both a human and synthetic voice? And if that is the case, what’s the equal distribution?
Now is the time to get in on the ground floor and have a voice on how and where (our) synthetic voices can and will be used. We must focus and fight for fair rights and rates, and help set guidelines for the industry. Only by watching, educating, and accommodating our businesses to this new world will we be able to stay in business for the long haul.
Now is the time to get in on the ground floor and have a voice on how and where (our) synthetic voices can and will be used. We must focus and fight for fair rights and rates, and help set guidelines for the industry.
To Wrap It Up…
The Netflix series 'The Playlist' explores the potential of innovative and disruptive technologies to create something truly original and transformative and examines the ripple effect they can have on the industry and those involved in it. I highly recommend you go watch it now. Then please come back and let me hear your thoughts in the comments below!
The potential of artificial intelligence (AI) and synthetic voices to revolutionize daily operations and increase efficiency in our businesses can be exciting (and terrifying!) for voice actors, and it's important to approach these technologies with caution. To stay current and make informed decisions about how we might incorporate AI into our business models, it's essential to keep track of the latest developments and make sure we have the necessary education and understanding of how to use them safely and effectively. If we don't stay vigilant, we risk falling behind in an increasingly competitive market.
Thanks for reading!
Keep on rocking your business like a #VOBOSS
VO Peeps Casting Director Workout with Kim Hurdon
Learn from The Reigning Queen of Voice, Kim Hurdon! In this VO Peeps workshop, VO Casting/Voice Director, Kim Hurdon from KH Casting, will shed some light on the “other side of the glass.” She’ll take your reads from good to GREAT!
Casting Director Workout with Kim Hurdon
January 18th
Educate with the VO BOSS Voice and AI Series!
Be sure to listen to the VO BOSS podcast and its Voice and AI series, where you can learn about the latest synthetic voice technologies and hear insights and perspectives from top industry leaders. Host Anne Ganguzza leads thought-provoking discussions that delve into the important issues surrounding these technologies.
More at VOBOSS.com
About Anne:
Anne Ganguzza is a professional voice actor and award-winning director and producer who works with students to develop their voiceover and business skills - including voice over Coaching and Genre-based Demo Production. She specializes in conversational Commercial & Narration styles, including Corporate, eLearning, Technology, and On-Hold Messaging. Located in Orange County, California, Anne offers private coaching and mentoring services to students via ipDTL and Zoom.
