“You Go First…” – A Less Awkward Conversation About Voiceover Rates
Why talking openly about budgets might be more important than ever.
“So, do you have a budget?”
“Well, what would you charge?”
“That depends… what sort of budget are you working with?”
“Ah, well, you go first.”
“No, you go first.”
And so begins that familiar little dance.
If you've ever commissioned a voiceover, or been the voice actor quoting for one, you may recognise it. That slightly awkward moment when neither party wants to be the first to put a figure on the table.
It's understandable. Nobody wants to pay more than they need to. Equally, nobody wants to undervalue their work or frighten off a potential client with a figure that's wildly different from what they were expecting.
And nobody wants to be taken for a mug.
But perhaps there's a better way to have this conversation.
The shifting landscape of budgets
I've been hearing from producers recently, particularly in radio, about work being thinner on the ground, projects becoming harder to secure and profit margins getting squeezed.
It's hardly surprising. There's a lot of uncertainty around, and businesses across all sorts of industries are having to think carefully about where and how they spend their money.
Voice actors aren't immune to those pressures either. We're all navigating rising costs and trying to maintain sustainable businesses.
Which makes me wonder whether we need to be a little more open about budgets, rather than guarding them with the sort of secrecy normally reserved for the whereabouts of Aunt Muriel's hidden jewels.
Because the budget that might have been available for a project a couple of years ago may look rather different today.
And that's worth talking about.
It's not just about voiceover rates. It's about trust.
In the video below, I compare the whole business to taking your car to the garage. Not always the most comfortable experience, particularly when you're not entirely sure what something should cost!
But here's the thing. I'd be far more likely to return to a garage that explains what needs doing, gives me the options and lets me make an informed decision, rather than one that leaves me none the wiser and presents me with a bill that makes my eyes water. Not necessarily because they're cheaper, but because I trust them.
And I think the same applies when commissioning creative work.
Why all the questions?
When a client approaches me for a voiceover quote, I'll usually need to ask a few questions. Where will the recording be used? For how long? Who's the audience? Is it a commercial campaign, an internal training video or something else entirely?
I'm not asking because I'm trying to work out the maximum amount I can charge.
I'm asking because those details genuinely affect how voiceover work is priced.
A recording for a small internal presentation isn't the same proposition as a national advertising campaign, even if the script is exactly the same length.
And understanding the project properly means I can offer a quote that's appropriate for the work and its intended use.
What if your budget isn't quite what you'd hoped?
Well, let's talk about it.
I'm not suggesting that professional rates should simply tumble because times are difficult. Skills, experience, equipment and the time involved in delivering quality work all have value.
And voice actors need to earn a sustainable living, just like the producers and businesses commissioning them.
But sometimes there are options worth exploring.
Perhaps the scope of the project could change. Maybe I’ve misunderstood the usage needed or perhaps the usage period could be shorter, or the distribution more limited. Perhaps there's a different way of approaching the recording that works for everyone.
Or perhaps the numbers simply won't add up on this occasion. That's okay too.
I'd much rather have an open conversation and discover that we can't make something work than have someone assume I'm out of their price range and never get in touch.
And equally, if a budget is unrealistic for the work involved, I'll say so, and explain why.
What if you don't know what a voiceover should cost?
Well, unless you book voiceovers all the time, why would you?
To be fair, I've absolutely no idea what a garage should charge to replace the left phalange on my head gasket either.
And voiceover pricing isn't always straightforward, particularly when usage fees come into play.
There are some useful industry rate guides, including those published by Equity and Gravy For The Brain, which can help give you an idea of the factors involved and the sorts of fees you might expect.They're guides rather than fixed price lists, but they can be a helpful starting point.
And of course, you can always ask.
Shall we skip the dance?
Ultimately, I think good working relationships are built on trust, mutual respect and a willingness to have an honest conversation.
That doesn't mean every budget will work, or that every rate is negotiable.
It simply means we can approach the conversation as two people trying to find a fair way forward, rather than two card sharks trying desperately to look as though they're playing a friendly game of poker.
So, if you've got a project in mind, please don't feel you have to arrive with a perfectly calculated budget or a detailed understanding of voiceover rates.
Tell me what you're hoping to achieve, what you're working with if you know, and let's see what's possible.
And perhaps we can skip the whole “you go first” dance altogether.
My disco days are over anyway. Well, unless you count dancing around my bedroom to old 80s tracks, pretending I'm still a teenager.
(Yes, I really am that old.)
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