Photo by RDNE Stock project: https://www.pexels.com/photo/man-wearing-a-brown-leather-jacket-7414213/
I’ve been keeping a mental list of my favorite marketing jargon since I started working as a voiceover and I’ve noticed something; it changes depending on the size of the company and where it’s located geographically.
Generally speaking, when you’re working with a larger company, they’ll hire a studio for you to connect with remotely using Source Connect or similar (and sometimes ISDN even though it’s reserved for the dinosaurs - SERIOUSLY WHY DO SOME STUDIOS STILL INSIST ON USING THIS? ASKING FOR LITERALLY EVERY VO EVER). Engineers and singers (my first profession) tend to use similar jargon, like what you see below.
ENGINEER JARGON (usually used by bigger marketing companies who hire out-of-house):
"Give me an ABC"
Translation: Give me three separate takes and we will mark them as A, B, and C
"I’m just going to punch you in on that last line." (Alt – let’s punch in that last line)
Translation: I will play back the last line you recorded before the part we need to rerecord. Go ahead and speak along with it and continue on to the portion we need to rerecord.
"Can you give me an alt?"
Translation: Can you give me an alternate take? Basically, just reread the line but do it a little differently
"Can you export 24/48? (or 24/44)"
Translation: We will use the backup you recorded as our backup in case there was a technical glitch using Source Connect (or equivalent). Since this is for video, we need you to export the session in 24bit48k. (If it’s for radio, it’s 24bit44k)
Marketing professionals have an entirely different vocabulary that I adore because while it makes sense to them, it often leaves us musicians confused.
MARKETER JARGON (usually used in smaller companies or those with in-house producers)
"Can you billboard that line for me?"
Translation: Can you put all your energy into that line? Make it bigger, bolder! Make it stand out! (Like how an actual billboard gets your attention)
"Now for the punch!"
Translation: This is where the big moment/call-to-action/conclusion/reveal happens so make it big.
"Gimme some wilds! / Gimme some alts!"
Translation: Give me some alternate versions – play around with the delivery so they’re each different. Engineer equivalent of ABC, listed above.
"We want the voice to be strong and confident, but approachable and also a little vulnerable so it connects with the audience. And playful, but also a little quirky…?"
Translation: We don’t actually know what we want until we hear it, and that might take 20 takes. I hope you’re cool with that. (Spoiler: We are!)
No matter where you are on this list, we voiceovers have your back. We know, at least we think we do, what you’re asking and how to deliver it. And we love the fact that you’re willing to put all your faith in our vocal cords to get your message across. So thank you. And I can’t wait to see what other trends in language pop up! Check back because I'll be updating this list every so often.
