Why a beautiful voice alone won't save your video

A voice actor is not a human jukebox

A beautiful voice accounts for at most twenty percent of the final result. The other eighty percent comes from interpretation, timing, and understanding the text. Anyone with a microphone can simply read a text. An experienced voice can dissect a challenging script and add the precise nuance that keeps a listener engaged.

Treating a professional speaker like a button you press to convert text into sound is like asking a concert pianist to press only one key with one finger. You miss the full craftsmanship. In Flanders, listeners quickly tune out a voice that sounds too polished or forced. Authenticity works much better in the Belgian market than a put-on radio voice.

Why direction is the real secret to a successful recording

Even the best voice needs direction during recording. A voice director listens not to the timbre, but to the intention behind the words. Without direction, a speaker often chooses the safest route: neat, but soulless.

Here's a practical tip from our daily recording practice: never ask the speaker to say individual words faster or more cheerfully. Instead, give them a situation. Don't say, "sound a bit happier on sentence three". Provide context: "Imagine you're telling this to a good friend on a sunny terrace." You'll hear the difference immediately in the speaker's breathing and rhythm. Also, always have the voice record two substantively different versions during the session. For example, one calm version and one with more dynamism. This gives you the necessary room in the editing process.

Three things that will immediately improve your text

A voice can only shine if the source text is right. Too often, we receive texts written for paper, not for the human ear. With these recommendations, you'll immediately elevate your audio:

• Write in real conversational language and use short sentences. Cut out complicated sentence structures and jargon.
• Give the speaker clear background information beforehand about the target audience, the channel, and the desired feeling.
• Have the voice read the script aloud once before the final recording. This helps you immediately catch any tongue-twisters and unnatural emphases.

Why local feel and experience are crucial

Choosing a specific voice depends heavily on the medium and the audience. A voice that works wonderfully for a national TV spot can sometimes completely miss the mark for internal staff training.

Voices like Sander's, who is on air daily as a presenter for MNM and Ketnet, know exactly how to address a Flemish audience without sounding artificial. Our database contains 94 carefully selected professional voices, so there's a suitable match for every type of project.

Clarity on rates and rights prevents surprisesSometimes, the costs of a recording can seem unclear. However, the structure is actually quite straightforward. For commercial productions, such as a radio ad or an online video campaign, you pay a fixed basic rate for the recording session, plus a licence or buy-out fee. The medium (such as TV, radio, or social media) and the period in which the recording will be broadcast determine this licence.

For non-commercial work, such as an internal company presentation or e-learning, we usually calculate the cost based on the word count or an agreed project rate. By agreeing on this breakdown in advance, everyone knows exactly what to expect, and copyrights remain properly managed. As our customer Bart rightly noted in his feedback: clear communication and quick handling ensure a smooth process.

Frequently Asked Questions

What is the advantage of a professional voice compared to AI voices?

An AI voice can read text, but it lacks the human empathy, nuanced timing, and emotional depth needed to build trust. An experienced speaker understands the subtext of your message and adjusts the emphasis based on the reaction you want to evoke.

How do I choose the right voice for a Flemish video campaign?

Look beyond just a pleasant sound. Choose a speaker who understands the specific Flemish pronunciation and tone. For an authentic Flemish voice over, experience with the target audience is essential to make the right connection.

What information does a voice actor need for the recording?

Always provide the final script, desired tone, target audience, and the precise context of the video. Any pronunciation guidance for brand names or specific terms helps prevent errors during the session.

If you're unsure which voice best suits your specific project, or if you'd like to discuss the right tone, please feel free to contact us for honest advice or a tailored voice proposal.