Authenticity Over Announcing: What a Top Casting Director Says About Voiceover today and where it’s going.

Kaliopi Kuzyk, Voiceover Casting Director, BoomBox Sound

Recently, I had the opportunity to sit down with Kaliopi Kuzyk, a voiceover casting director at BoomBox Sound in Toronto Canada, to talk about where the industry has been, where it’s headed, and what working talent should really be focusing on right now. Her insights are basically that the voiceover world is not disappearing or shrinking. It’s moving in a different direction than the past.

The End of the “Big Announcer” Era

Kaliopi mentioned that there is more recently a move away from the traditional “announcer” sound.  In my experience I’ve actually seen many audition opportunities specifically state in their requirements that they don’t want an announcer sound.

Today, brands want something different.

Casting specs increasingly describe reads as “talking to a friend”” or the one I’ve seen, “sound like your neighbor on the front porch”. The focus has shifted toward authenticity, subtlety, and emotional honesty. Instead of sounding like a voice actor performing a script, clients want a voice that feels grounded and real. If you sound like you’re reading, your audition probably won’t get far (I know this from personal experience).

This doesn’t mean that the announcer voice isn’t needed anymore.  It means the craft has become more nuanced. The best performances now live in the small details: pacing, tone, intention, and restraint.

Why 2025 Was a Strong Year for Voiceover

According to Kaliopi, 2025 carried strong creative momentum coming out of the end of the post-COVID era. Advertising has leaned into storytelling, with more freedom to experiment and explore new styles.

This evolution seems to align with audience behavior. People don’t want to be interrupted by commercials anymore. They want to feel engaged by them. When a performance feels genuine, the listener leans in rather than tuning out. Ask the people who run the TV side of the Super Bowl in the US every year.  The ads are a huge part of the show.

The Competition Is Stronger. But So Is the Opportunity.

The voiceover space is more crowded than it was a decade ago.

Remote recording technology makes it possible for actors to work from anywhere. During the pandemic, many on-camera performers and creative professionals discovered voiceover as a viable alternative. This meant more actors out there doing auditions.

From one perspective, that means more competition. From another, it means the industry itself is thriving. More voices entering the field signals demand, not decline.

For working professionals, this reinforces the importance of refining your niche. “Having a good voice” is no longer enough. Yes, it’s about your sound, but also your brand, and the type of storytelling you bring to a project. Also, of course, you need to remember that you’re an actor, so how you interpret the copy of any script you read is super important.

AI Isn’t Necessarily a Bad Thing. But You Need to be Careful.

On social media there are posts these days that say that AI will eventually displace voiceover actors.

Kaliopi’s perspective was refreshing. She sees AI as a powerful tool when used thoughtfully. The key, she emphasized, is that technology should support the creative process, not replace the human instincts behind it. Most projects still rely on emotions, storytelling nuance, and authentic performance. Today, AI cannot do that.

That said, there is a growing need for caution, especially among self-represented actors. One of the biggest concerns involves unauthorized voice cloning. Some questionable casting calls exist solely to collect voice samples that could be used for AI training without proper consent.

So, actors should vet opportunities carefully. Work with reputable agents, production companies, or established brands whenever possible. And always pay attention to contracts and usage terms. If you’re asked to do a project without getting a contract in writing, or the person reaching out to you doesn’t have a corporate email address, or they won’t pay any upfront money, beware.  I wrote a post not long ago that described my own experience with a suspected scammer.

The Future

Looking ahead, Kaliopi sees more of a market where commercials feel less like interruptions and more like storytelling experiences.

From a performer’s perspective, this evolution opens new creative opportunities. Voiceover becomes less about delivering a pitch and more about inhabiting a character or a moment.  One of the VO experts I spoke with some time ago said that the most important thing for actors is to “Interpret the Copy”.  I think about that every time I do a read.

Advice for Newer Voiceover Talent

So what is good advice for performers navigating the maze of training programs, workshops, industry seminars, pay to play sites, etc?

Kaliopi encouraged aspiring voice actors to immerse themselves in other people’s work. Watch films. Go to live theater. Listen to commercials without skipping them. Study performances across different mediums to understand rhythm, tone, and storytelling. For myself anyway, TV commercials have taken on a different meaning – I don’t automatically skip them, I watch them and focus on the acting.  Even some of the toys my grandkids have, they press a button and the toy sings to them.  Somewhere in a studio a voice actor recorded that.  And if you listen carefully, you can tell that a lot of effort went into it.

She also highlighted improv as a powerful tool for developing instinct and confidence. Improv strengthens actors’ ability to respond naturally, which fits with the industry’s current demand for authentic reads.

For me, the most important thing was this: don’t feel pressured to spend endlessly on classes. I’d say in social media or email, at least half if not more of the posts (“Connect Live with Agents!”) I see are offering paid classes. However, much of acting is self-discovery. Observation, experimentation, and consistent practice can be just as valuable as formal training.

What This Means for Working Professionals Today

For those of us already established in the field, these insights reinforce a few key principles:

First, authenticity wins. Technical perfection alone won’t carry a performance anymore.

Second, adaptability is essential. The industry is evolving quickly, and staying curious about new tools and styles keeps you relevant.

Third, professionalism matters more than ever. With increased competition and emerging technology, clear branding, strong relationships, and ethical practices help distinguish serious talent from the noise.

For me, I’ve always believed that voiceover is about connection first. The microphone is just the bridge between storyteller and listener. Having a script or story that I am interested in makes it so much easier – the “connection” comes more naturally.  Hearing a well known casting director reinforce that the industry is leaning further into authenticity hopefully means I’m going down the right path!