“I like it. Kinda. Usually!” This is the phrase that captures the essence of attracting the millennial ear. It is one that I am hearing more and more these days. This new trend is appearing in all sorts of audio productions but mainly in commercials and corporate voiceover productions. Voiceovers by their very nature are no stranger to trends and over the decades we have seen the move from big bold advertising announcements proclaiming the benefits of a brand, product and service to the witty/sassy mood of the nineties to the sharpness of the naughties and finally now to a distracted, yeah whatever type trend. This new trend is what the most amazing Nancy Wolfson has dubbed the “Millennial Float”
Over the past year and certainly in the past month I have been in many sessions where the end client has sought something less “sales-y” – it is hard at times to decipher what clients want but suffice to say that by sales-y they are usually not wanting to impress the sales patter tone onto the audience. It also means they don’t want an announcer style voice. Now we have long been used to offering an authentic voice and the melodies and volumes that go along with that.
However the trend seems to be a call for a voice that is quite flat, with little or no colour and rather “meh”. It also calls for a slight vocal fry to add to the laid back nature of this voice. I am unsure as to where it first started to trend but I am finding more and more clients asking for this laid back approach to voicing. Voiceover follows the trends and I am inferring that this is what clients feel that their target audiences (usually the young that have access to disposable income) are speaking and so identify with. i.e. the millennials – the terms refers to people born between 1981 – 1996.
A great voice actor is one that can appreciate a change in trend and voice what the client is after. Changing the intention is certainly a challenge and I have found it hard work. Why is this? After decades of studying and working, voicing with a bright pleasant and welcoming intention it becomes somehow ingrained and the norm. Now all this has to be unlearnt and the performance must reflect what is happening in the real world. The trend is to be up, but pensive and then well if you want style to it and so I am sure we will find this approach in many audio productions and voiceover recordings as we head towards 2020 and beyond.