Expert to know: Tony Jackson (Q&A Interview)

Tony Jackson is listed on 50Pros as a top 50 voiceover artist in the world. Based in Phoenix, Arizona, he shares his background and experiences in this Q&A.

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How did you get into your industry?

I discovered voiceover was a thing people got paid for while at my college radio station at Arizona State University. I dabbled occasionally for years until I made a concerted effort in 2019.

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What inspired you to start your agency?

I love working behind the microphone and wanted to find more work that allows me to do that.

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What is the best piece of advice you've received in your career that pertains to your work, and how has it influenced your decisions?

"It's about selection, not rejection." In any creative business, you put yourself into the public arena for judgment and (hopefully) acceptance. Getting told "no" repeatedly can wear you down. Understanding that someone else was "selected," you weren't "rejected," helps to reframe not getting a job in a more positive light. Your work may have been incredible, but the person hired simply had something the client wanted. That does not mean your work was bad, it just wasn't the right fit.

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What activities or hobbies outside of work do you enjoy that help you recharge and stay creative?

I love going to record stores (yes...really) and buying new music. I also enjoy stepping outdoors and wandering with no particular destination in mind. I will also watch nearly any competitive sport.

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What do you like most about your industry?

Nearly everyone in the voiceover community is incredibly kind and supportive. We help one another and cheer the successes of others. Many say the sense of community is pretty unique in the entertainment industry.

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What do you dislike most about your industry?

The frequency with which you will hear "no". This industry, not unlike many others, requires immense patience and resilience. You must keep moving forward until you hear "yes". It's a wonderful feeling when you finally do.

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What do you wish people knew about your industry?

Voiceover has nothing to do with how "good" your voice sounds. The most important skill is your ability to connect with the words you are reading. The person who gets the job is usually the one who can connect the best.

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What is your approach to continuous improvement and learning within your agency?

Continual training is paramount to success with voiceover. The best voiceover artists train constantly to elevate their skills even further. We work with respected coaches and colleagues to push us.

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What changes have you seen occur since you got into this business?

The biggest change to voiceover, and the general entertainment industry, is the introduction of artificial intelligence. Artificially-generated voices and actors are changing the way we all approach and value human work. AI technology is here to stay and we must learn to adapt to stay relevant.

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Who do you see having a competitive edge in the future?

Those who can successfully navigate the benefits and challenges presented by AI-generated content will persevere and thrive in the future.

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If a company was looking to hire your firm, or a firm like yours, what questions should they ask themselves as a team before approaching you?

How do we want the voice to sound in terms of tone, pace, emotion, etc.

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What is our budget for this professional voice recording? Can we meet industry standard rates?

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When a company is interested in hiring your firm, how should they approach you and how should they do business with you?

When a company is ready to bring my voice into their project, it helps to have a general idea of how you would like it to sound. I take direction very well and can produce what you need. Having a clear idea also minimizes the need for artistic revisions, which saves time and money.

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How do you maintain strong relationships with clients to ensure long-term partnerships?

I will refer my network to clients when there is a fitting need. I also like to connect with clients on a more personal level and know them a bit beyond their work.

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If someone were thinking about starting their own agency in your industry, what advice would you give them?

Get proper voiceover coaching. Treat voiceover as a business, not just having fun behind the microphone. Be patient. Voiceover is a marathon, not a sprint. Enjoy the process and journey. Focusing only on results will result in headaches.

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What role does networking play in growing your agency's business?

Networking is another key component to success. Building positive relationships with people within the industry can ease the opening of many opportunities. It also allows you to help others who may need assistance, but don't know where to ask.

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What else would you like to publicly share about your firm or agency?

Very few things in life can move the soul like the human voice. If you want your story and words to move people, talk to a voiceover artist.