How to choose and cast a voice over artist

1. Describe the voice

Start with the purpose of the recording and the audience. A friendly voice for a children's course differs from an authoritative one for a financial explainer. Write down a few descriptors: warm, calm, energetic, serious, youthful, mature. Add the language, accent and gender or character you need. If you have a brand personality, explain it. Examples of voices you like from other videos or ads give a more precise picture than words alone.

2. Listen to samples carefully

Listen to demos in the style you need, not only the artist's best showpiece. Notice clarity, pacing, natural sound and whether the voice stays pleasant for the full length of your script. Check the recording quality of the demo, since it suggests the home studio they will use for your project. Listen on both speakers and headphones, and again later in the day when you are less tired.

3. Prepare the script

Finalize the text before auditions and before the full recording. Read it aloud yourself to find awkward phrases. Mark how to pronounce names, brands and technical words, ideally with a short phonetic note. Note where to pause or emphasize. Include the target length if you have one, and say whether the artist should match timing to a video or just record a clean read.

4. Run a short audition

Choose two or three finalists and ask each to read the same short passage, perhaps thirty to sixty seconds, with the same direction. Ask whether the test is free or paid. Compare the readings by listening blind if you can, focusing on how clearly the message comes across and whether the voice suits your audience. Ask a colleague or a typical listener for their reaction, since you may be too close to the script.

5. Give clear direction

Good direction is specific: slower in the opening, warmer on the product name, lift the final sentence. Describe the feeling, not just the mechanics, and share a reference clip if useful. Collect all feedback in one message with timestamps or line numbers. Agree on how many retakes are included and what counts as a new job, such as a changed script.

6. Agree rights and delivery

State where and how long the recording will be used: web, social media, broadcast, in-store, in an app or in paid ads. Broader uses cost more. Ask for the license terms in writing. Confirm the file formats, whether you receive a clean file without breaths and noise, and whether separate files for each section are included. Ask how quickly the artist can deliver and whether a rush option exists.

Questions to ask the artist

• Can you share samples similar to my project's style and language?
• Is a short test read included before I order?
• How many retakes are included?
• Which usage rights come with the price, and for how long?
• What equipment and recording space do you use?
• How fast can you deliver, and what is the rush fee?

Budget and timing

Prices depend on script length, usage rights, language, experience and the level of editing included. Longer projects, such as courses and audiobooks, may be priced per finished hour. Compare quotes by what they include rather than the headline figure, and budget a little extra for retakes or a later script change. If you have a fixed release date, order early to leave time for review.

Common mistakes

• Choosing a voice because it sounds impressive, not because it fits the audience.
• Changing the script after the recording.
• Forgetting to check the usage rights for paid ads.
• Giving feedback in many small messages.