Embracing authenticity and collaborating toward success
For Gen Z voice actors and audio professionals, shaping the future of voice-over begins with authentic connection and mutual respect. While your natural, conversational style is a powerful asset, embracing professional, tried-and-true voice techniques will definitely enhance your versatility and broaden your opportunities as a talent. Your digital fluency, instinct for genuine communication, and grasp of current media trends are invaluable, yet transforming these into professional performances still requires collaboration with experienced directors. We need each other to make it work.
Adaptive Direction for Today's Talent
As directors and casting professionals, we must evolve our approaches to better connect with Gen Z & Gen alpha talent, focusing direction on content creation and authentic storytelling rather than outdated “announcer” styles. For instance, instead of saying, “Punch the price point,” we're adjusting to, “Try it like you're sharing with your subscribers.” Of course, directors & producers need to actively engage on social media platforms - we have to be in the same spaces to speak the same language. Younger talent provide unique insights into connecting with peers, which helps modernize messaging and boosts brands into the future.
Success in the voice over industry will come from blending Gen Z’s authenticity with established production expertise. Building collaborative relationships where both generations learn from each other is essential. Production companies can facilitate mentorship opportunities by pairing seasoned directors with rising talent, hosting workshops that integrate traditional techniques with new media approaches, and fostering regular feedback sessions that encourage open dialogue.
Here at Lotas, we couldn't be more excited about change, adaptation, and growth —after all, that's how great things get made!
Young talent can also focus on understanding the business aspects of voice over, from session etiquette and client relations to maintaining brand consistency. This includes learning traditional script analysis and delivery, while offering fresh perspectives on how Gen Z audiences respond to messaging. Sharing insights about evolving media consumption can help refine campaigns and ensure they resonate with modern audiences. The goal is to serve an industry that values both genuine voices and professional craftsmanship. This requires open communication, mutual respect, and a shared dedication to quality storytelling. Whether voicing a TikTok ad or a national campaign, the future of voice over lies in combining authentic storytelling with time-tested production expertise. Together, we can craft messages that inspire and resonate across generations.