The great thing about creative industries is that it’s subjective.
The difficult thing about creative industries is that it’s subjective.
The word “friendly” in an audition breakdown could “sound” or be different from person to person.
One of the words we see in audition breakdowns is STORYTELLER.
What DOES that mean?
I asked creative directors/writers for their take and here’s what they said –
Someone who sounds like they’re telling you about something vs. telling you to buy something. The way you tell your friends something funny or interesting. Really just the way people talk to each other.
Andrew Jeske
Creative Director, Writer
(worked for Saatchi, BBDO, R/GA, Y&R, Havas, Publicis, Arnold & more)
Someone who knows how to tell a story—pauses, build-up, punchline to a joke, emphasis on words, most likely also warm and inviting feel like qualities of a storyteller.
David Dulock
Creative Director, Copywriter
(worked for ASO and Focus Brands)
Some of the creative directors actually told me they wouldn’t use “storyteller” to describe the voice they were looking for. It felt too vague to them, which makes me think that maybe we’re seeing it more from casting directors?
Good thing we have some amazing VO casting directors willing to weigh in!
Someone speaking with a “point of view”. A point of view makes the talent giving whatever information it is “the story” ——feel connected. The audition pops out to me.
Terry Berland
Berland Casting
“Storyteller” doesn’t mean tell me a story or “sound” like a narrator… It means connect to the copy, know why you’re saying it, and make me feel like those words belong to you through natural nuances. The more authentically connected you are, the more we are interested in the story you’re sharing.
Kelly Moscinski
Voicecaster Casting (and VO Training)
To me, when we write “looking for a great storyteller” we mean we want someone who is doing just that — telling the given story exactly the way they would in real life. When we tell stories in real life, we know what happened, all the details of the story are vivid in our memory, we know why we’re telling it (ie: to make people laugh, to empathize, to impress, to teach, etc) and we’re aware of our relationship to the person/people we’re telling the story to, so that also changes how we share it. So, when we’re casting, we’re listening for those same elements. The actor needs to embody the story and tell it with that level of specificity so it doesn’t just sound like they’re reading words off a page. It has nothing to do with a “storytelling sound” or a particular cadence or melody. It’s the actor’s authentic connection to the meaning of what they’re saying, their understanding of their intention, and their relationship to the person they’re talking to that brings the story to life.
Tina Morasco
Sound & Fury Casting
VO Coaching Library
A STORYTELLER is sharing an experience with someone. Their delivery is conversational, emotional, natural and nuanced. They are responding to the meaning of the words and bringing the audience into a story. There can be a sense of discovery.
An ANNOUNCER is performing more like they are delivering information to the audience. It’s deliberate, more projected and maybe more polished. They’re making sure the message, the product has a call to action.
Mary Lynn Wissner
Voices Voicecasting & The VOPros Membership VO Training
Thank you SO much to all of the casting directors and creative directors that gave their invaluable input and time to answer this!
