Choosing a true native speaker ensures that the stress falls on the right syllables. This is crucial, as the wrong stress in Swedish can completely change a word's meaning.
Director's Tip: When selecting demos, listen not just to the voice quality, but especially to the natural pauses. A true native speaker lets the language breathe without sounding rehearsed.
Step 3: Match the Tone to the Medium
A B2B instructional video needs a very different approach than a lively radio commercial. Swedish consumers value authenticity, so a calm, clear persuasion works better than exaggerated sales enthusiasm.
- E-learning and corporate films: Choose a warm, instructive tone that calmly guides the listener.
- Commercials: Opt for an approachable voice that sounds like an equal conversational partner.
- Phone systems: Ensure clear, friendly articulation that is professional but not distant.
Just as we're used to in Flanders with a Flemish voice over, the Swedish audience also looks for sincerity in the voice.
Director's Tip: Provide the voice actor with clear context beforehand. Let them know where the video will be shown so they can accurately gauge the text's intention.
Step 4: Ensure a Perfectly Translated Script
A literal translation from English or Dutch rarely works in Swedish. Swedish sentences are often shorter and more direct. If the text is too long, the voice actor will have to speak too quickly to stay within the video's time limit.- Have the script reviewed beforehand by the chosen voice-over or a Swedish copywriter.
- Consider video and audio timing. Swedish sometimes needs more or fewer words to express the same idea.
- Avoid overly complex English jargon if a good Swedish alternative exists.
Director's tip: Aim for around 130 to 150 words per minute for a calm, pleasant Swedish voice-over.
Step 5: Define usage and rights upfront
Creating a recording is one thing. But also think about the future. Where and for how long will you use the recording? For commercial work, the price consists of a basic studio recording fee, supplemented by a buy-out for usage rights. These rights depend on the medium and the campaign's duration. Non-commercial recordings, such as e-learning, are usually simply calculated per word.
Director's tip: Clearly define the desired usage duration when you request your quote. This prevents surprises if you want to extend the campaign later.