For the last year and a half, I’ve been focused and studying promos. Promos are the ads that you see in between tv shows, announcing what’s on next and what’s coming up. It’s a fun and lucrative aspect of the voice over industry-and one of the toughest to crack-especially for women.
Traditionally, promo announcers had the deep authoritative “Voice of God” voice, a la Don Lafontaine. Don was the master of his time and there have been many imitators, but very few who could even come close to his dynamic and authentic read. Women were rarely featured in promos because the networks thought people would not listen to them. They felt their voices didn’t carry enough weight and that no one would tune in.
Luckily, this is all changing! With the birth of many new shows and networks devoted to women, there is a new demand for female promo talent. And regardless of whether programming is focused on women, the times they are a changin’. People are craving a more natural sound; they want to trust and relate to the voices they hear on television. I believe we will see a steady increase in the amount of promos voiced by females.
Click below to hear two different versions of my new promo demo. Which one do you prefer?