Does a VO Artist Have to Believe in What They’re Selling to Sell It?

 

With buzz phrases like “bring your whole self to work” and social media posts that showcase everything from controversial opinions to private details on, say, hernia operations, the lines between professional and personal lives are becoming increasingly blurred.

So blurry, in fact, that I was recently asked an interesting question I wanted to address:

Does a voice artist have to believe in what they’re selling to sell it?

The question comes with a short answer that speaks to the very core of what acting is. But it also comes with a longer answer that addresses more complex issues lurking beneath the surface, such as:

• What happens if a job goes against your values?
• What if your friends, family members, inner circles or the mainstream disagrees?
• Can you and/or should you keep your professional and personal life separate?
• Aren’t we meant to express our individuality in everything we do?

We’ll touch on those more complex topics down the line. Let’s start with the short answer to the question about whether or not you need to believe in what you’re selling to sell it. And of course, this is just my personal opinion, and not any endorsement for what others may wish to do.

The Short Answer

The short answer is no. Good acting is being able to make the audience believe you, whether you’re personally on board with the product, service, client mindset or character or not. This applies whether you’re selling children’s toys or depicting an evil villain.

In fact, we could say that actors who receive death threats due to the unlikable characters they portray may be generating some of the most believable acting out there.

Even if those actors are wildly different than the characters they play, they’ve tapped into what acting is all about. It’s the ability to use the tools to portray things that may not be part of your personal experience. The same holds fast with voice over work for advertising.

There are a lot of things that we are not personally connected to, have not used or may never use. But that doesn’t mean we can’t effectively take on the job and make believe we’re fully on board. Yet there may be times when we aren’t willing to.

Drawing the Line on Jobs We Take

The lines are going to be different for everyone, based on what aligns morally or personally with our own set of beliefs. But like most things, the lines are not always cut and dry – or a definitive yes or no when it comes to taking on work.

Sometimes you may not even know enough about product, service or company to know if it’s something you believe in it or not. It would be impossible to take the time to research every single thing we do to make sure that it aligns 100% with our way of thinking.

Although it’s a bit easier today to get a feel for the general consensus around a general product or philosophy – such as climate change or big pharma – there are still smaller things within those bigger groups. Those smaller things may be something that we can support, even if we don’t support the larger philosophy.

And even if we’re not fully on board with a certain viewpoint – particularly political ones – that doesn’t mean we are always unwilling or unable to do the job.

I do have a political viewpoint that is my personal viewpoint, but I have voiced for another team. Oftentimes it’s another team that’s in a down-ballot race or in a smaller area, or maybe the copy used is not as inflammatory as some of the things you might find in a national election for a high-ticket candidate.

Years ago, when political viewpoint wasn’t such a differentiating factor, we didn’t even know the difference between that proposition or this particular candidate’s platforms. Now people seem to be much more informed. It can present in a way where you do have to make a choice on what candidate, company or cause you are willing to have your voice attached to.

In my experience, that choice can be most effectively made when I keep four key concepts as my guides:

• Emotional Intelligence
• Integrity
• Workplace Intelligence
• Common Sense

Emotional Intelligence

In short, emotional intelligence (EI) is our ability to manage our own emotions while also understanding the emotions of those around us. Strengthening our emotional intelligence means paying attention to:

• What we’re feeling
• How we express, manage and regulate what we’re feeling
• What motivates us
• Empathy for those around us
• Social interactions and skills

When used as a guide in both home and work situations, emotional intelligence can enhance all relationships while helping us understand ourselves and others.

While I can relate to the viewpoints of my family members and friends, I don’t always agree with them. That’s likely the case with most families. And I would, and have, absolutely taken on jobs with which I knew they disagreed.

Does everyone always agree 100% with their partner? Their husband, wife, child, adult child, or longtime friends?

We are all individual with our own individual set of beliefs. While we tend to group together with people with whom we have some shared beliefs and commonality, we don’t have to agree with everybody on every level. We never will. So I’m not going to consult with my friends or family before I take a job.

Because my husband is also a partner in my business, I might run some things past him just to get his input to see if I’m in integrity with what I’m doing.

Integrity

Integrity to me means being honest and true to myself. For instance, if I were asked to voice for a political candidate to which I was diametrically opposed, I would have to say no – no matter what the price.

I would do the same for any company, product or service that I felt was negatively affecting or harming people or causing distress.

Workplace Intelligence

Workplace intelligence is a term I’m using to describe the most effective mindset for working…And that’s remembering we come to work, well, to work. The workplace was not designed to be an arena for activism, arguments, political debates or railing against the injustices of the company. If that’s the case, go work for a different company.

There may be jobs where we have to hold our noses to get the work done. I don’t look at that as a sign of weakness, but one of maturity. So is establishing criteria for jobs you would or would not take.

Money is a big factor when it comes to taking on jobs – but again, no amount of money would be enough to make me voice something I really oppose.

Working with people I trust is another factor. I have a lot of repeat clients, and I’m more apt to say yes to jobs from trusted people that I’ve worked with before… Even if their viewpoint is different than mine.

I work with people on both sides of the political spectrum, and I’m personally involved with them. I have relationships with people and they don’t know where I stand on certain issues. They probably think I’m with them – but maybe I’m not. Here’s where good acting can also come in! I am not trying to deceive anyone, but there is sometimes a way of saying (or not saying) something that is a way of protecting my personal beliefs and also not disrespecting theirs.

In these cases, I’m still able, willing and glad to do the job, which is showing up for work to work.

Common Sense

Common sense is also a great guide, particularly when it comes to knowing when to keep our mouths shut. Especially on social media, I try not to post controversial things because I am a business owner. I’m a name and a product; a company that I don’t want perceived as leaning one way or another.

Letting my personal beliefs be known may offset someone who then wouldn’t hire me for something non-political. Perhaps they’d say, “Oh, I don’t agree with her choice for a president, so I’m not going to hire her to voice my job for my food item.”

Sadly, that can be the case. So I do have to be careful about my brand and not polarizing.

I tend to be fairly opinionated and fairly vocal, but I try not to be when working with clients. Sometimes I really have to practice restraint so I don’t let a comment slide that can be taken the wrong way in a session. You just never know who is listening and who is going to be offended, especially these days. But that’s just my viewpoint.

I do know other voice talent who are very vocal in their political positions, regardless if it runs the risk of making people not want to hire them. That is their choice. Some people feel they have to speak out, and more power to them if they feel strongly about that.

We do have freedom of speech, after all. But in my opinion, just because we are free to say anything we wish doesn’t mean we are obliged to. Discernment is one of my very good friends.

The Bottom Line: Suggestions Going Forward

Everybody has their own set of individual beliefs, no matter what they’re doing. Voice actors are hired to represent a company, a brand, a philosophy, a product or service – whatever it is.

If you feel like they can do a job, even if it is not in alignment with your personal beliefs, and you are OK with doing that – then more power to you. That’s great. We all have to make our own choices, and (nearly) every choice is valid.

I wouldn’t demonize somebody who takes money from a side they don’t like if they have a good reason for it. Making money and keeping your livelihood alive is a pretty good reason. So I don’t begrudge anybody for maybe having to hold their nose when they’re doing something that they may disagree with… Or being nice in a session and not speaking out with their own opinions.

Didn’t Mom always say, “If you don’t have anything nice to say…don’t say anything at all.”  Good advice still.

But, there are places where it’s a matter of drawing the line. Each individual situation presents a choice for the artist to figure out. Do I want to put my voice on this or not? Will people hear my voice on this and associate me in a way that may be negative for them? What are the benefits versus the detriments of taking a particular job?

Just because good actors can believably sell anything does not necessarily mean they have to. The decision is ours. And it may be made a bit more easily with emotional intelligence, integrity, workplace intelligence and common sense as our guides.