Casting Ain’t Clicking: Why the Right Voice Isn’t Always the Cheapest (Or the Flashiest)
- Voodoo Sound
- Apr 15
- 4 min read
A real-world guide to casting better, not cheaper — from the engineer’s side of the glass.
“Ninety percent of directing is casting.”
— Martin Scorsese
Casting a voiceover these days can feel a bit like ordering takeaway. A couple of clicks, a flashy photo, a cheeky price tag, and boom... voice sorted, right? Not quite.
There are some seriously talented voices on every platform: Fiverr, Voices, Voice123, you name it, but if your first filter is price and your second is vague gut feel, you’re not casting…you’re shopping on autopilot. And if your campaign, podcast, video, or brand actually means something to you, that’s a dangerous way to go.
As someone who’s been on the other side of the glass for 35+ years, I’ve seen what happens when casting is thoughtful… and when it’s rushed. When it lands, it elevates everything. When it misses, it’s not just the voice that suffers — it’s your message, your vibe, and your end result.
What Clients Think Casting Is
“We just need someone who sounds professional.” "He’s got a good voice. That’ll do.” "We found someone online who was cheap and could deliver in 24 hours.”
That’s not casting. That’s ticking a box.
Casting isn’t just picking a voice. It’s finding the right voice. The one that understands your tone, speaks to your audience, and can adapt in session when the brief suddenly goes from “warm and natural” to “bit more like that Toyota ad but with a hint of urgency.”
When you get it right, the result feels effortless. When you get it wrong, it sounds… well, read. And that’s not what anyone wants.
What a Good Brief Actually Looks Like
A good casting brief is short, sharp and crystal clear. Here’s what should be in it:
Tone: Friendly? Dry? Intimate? Confident but not shouty?
Audience: Who’s listening? What do they care about?
Context: 15-sec radio spot? Explainer video? In-store loop?
References: "Think the calm authority of David Wenham with the casual ease of a Tim Tam ad."
Usage: Where it’s being used, and for how long. (Voice talent do need to know this — and you want the right rate.)
A good brief sets everyone up for success. A bad one burns studio time and leaves everyone guessing.
👉 Need help pulling one together?
I’ve made a free Voiceover Casting Brief Template you can download and use on your next project.
Casting in the Wild – A Few Tales from the Booth
I’ve worked sessions where the voice we thought was perfect absolutely froze when the client gave direction. And others where the wildcard, the “maybe” on the shortlist walked in and nailed it first take.
Like the time a client wanted “blokey but not too ocker.” We found the sweet spot with an ex-TV journalist who also dabbled in stand-up comedy. Or the job where the brief said “cheeky and confident,” but the audition sounded more like someone narrating a tax return. We got there, but not without a few grey hairs.
That’s the point: Casting isn’t about finding a voice. It’s about finding someone who can deliver under direction, shift gears when needed, and still sound authentic.. No marketplace profile can show you that on its own.
The Engineer’s Role in Casting (Yep, That’s Me)
I’m not the one picking the voice — that call always sits with the creatives. But I am the one who has
to help bring their vision to life once the talent is in the booth.
Over the years, I’ve run casting sessions for countless networks, brands, and agencies, including Saatchi & Saatchi, Clemenger, George Patterson, and more.
One of the big early ones? The ticketing campaign for the Sydney 2000 Olympics, and since then, I’ve helped cast voices for AAMI, Subaru, Disney Channel, Foxtel, Arnotts, Commonwealth Bank, Doritos… you name it.
In those sessions, my role’s often to act as the go-between, making sure the creative direction translates clearly so the voice actor can stay relaxed, do their best work, and not get lost in the weeds when the feedback sounds like:
“Let’s try it again… but this time a little more purple than green.”
I’m not here to steal the steering wheel, I’m just helping keep the thing on the road and making sure everyone’s heading in the same direction.
And if I’m brought in from the casting stage, even better. I can help you find a voice that’s not just right for the read but right for the mix, the message, and the moment.
For the Voice Talent Reading This… A Few Friendly Tips
Label your files clearly. You’d be shocked how many don’t.
Match the brief. Don’t give us your “default demo voice”, show us what was actually asked for. We’re not asking you to lose what makes you, you, but if the brief says “cheeky tradie with a wink,” don’t send your smooth corporate explainer.
Go easy on the processing. Send clean, natural audio unless you’re specifically asked for something polished.
Be easy to work with. That matters more than a fancy mic or a thousand takes.
You don’t have to be the cheapest. You just have to be the right fit, and easy to direct.
Final Thought (And a Soft Sell)
Casting matters. Not because it’s fancy, but because the right voice makes everything else easier: production, editing, messaging, all of it.
If you want help finding that voice, or want someone who can get the best out of them once they’re cast, I’d love to have a chat.
🎙️ Book a free 30-minute call here: https://bit.ly/freevoodoointro
No pressure. No jargon. Just straight-up advice from a guy who’s seen it all, and still loves the game.
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