How a Belgian SME Avoided a Costly Misstep in the Italian Market

How a Belgian SME avoided a costly mistake in the Italian market

A furniture manufacturer from Genk planned to launch their latest collection in Milan last year. The initial search for a suitable Italian voice-over seemed to conclude quickly. That was until the first recording showed how quickly incorrect intonation can damage a brand’s image. The chosen speaker had indeed studied Italian. However, they lacked the natural rhythm and correct emphasis that a local listener expects. All the audio material had to be re-recorded, just before the planned launch date.

The audition that prevented hundreds of euros in re-recordings

In our studio, we regularly see this scenario. Companies sometimes try to save costs by choosing someone who speaks the language well but hasn't grown up with its cultural nuances. An Italian listener immediately notices an unfamiliar accent. What is intended as a high-quality corporate film quickly sounds to an Italian as if the text is simply being read aloud.

When the manufacturer eventually approached us, we immediately re-did the recording with an Italian native speaker from our database. The difference in impact was noticeable from the very first sentence.

Why native speakers make all the difference in tone

Italian is a language with its own unique dynamics and cadence. A speaker who doesn't have the language as their native tongue often places emphasis on the wrong parts of the sentence.

Recording an Italian text with a non-native speaker is like a tailored suit with sleeves that are just two centimetres too short. At first glance, the fit seems right. But anyone with a discerning eye immediately notices something is off. That's why, for international recordings, we work exclusively with professional voice actors who bring the language from their home country.

Three steps to choosing the right voice

To ensure your message comes across exactly as intended, we follow a clear approach when selecting a voice:

1. Check their background: Verify that the voice actor is a native speaker of the specific target language and region.
2. Determine the context: A commercial for a business audience in the north needs a crisp, clear tone. A tourism video, however, requires a warmer speaking style.
3. Agree on the rate beforehand: For commercial recordings, the price includes a fixed basic fee for the studio recording and a buy-out for usage. For non-commercial projects, such as e-learning or internal videos, a per-word or per-project fee applies.

A look into the control room: the rhythm of the text

As a voice director, I see script preparation as the most crucial step in the entire process.

Director’s Tip: Always have an experienced native speaker review an Italian translation before recording. Italian sentences contain, on average, twenty percent more syllables than a Dutch source text. If you impose the strict timing of a Flemish video on an Italian voice-over, the speaker will sound rushed. Give the voice room. Adjust visual elements to the audio length where necessary.

Clear agreements and transparent rates

With a selection of 94 professional voices in languages such as Flemish, French, German, English, Spanish, and Italian, we offer the right match for every project. Our customers appreciate our focused approach and clear communication. As Kevin wrote in his review: "Good and fast service. Quality of the recordings is perfect and pure. Definitely recommended."

Frequently Asked QuestionsHow do we calculate the rate for an Italian voice-over?

For commercial projects, you pay a basic session fee. You also pay a buy-out. This depends on your chosen media, like online, radio, or television. It also depends on the usage period. We charge non-commercial recordings, such as a corporate film or e-learning, per word or per project.

Can the voice actor help check your script? Our professional voice actors review the sentence structure and emphasis during the session. We make small adjustments straight away. This ensures the pronunciation sounds completely natural for your target audience.

How quickly will your recordings be ready? We work directly with professional voice actors who have their own studios. You usually receive the finished recordings within a few working days after you approve the script.

Are you working on a project for the Italian market? Are you looking for a suitable Italian voice-over? We are happy to review your script. We help you select the right voice without unnecessary steps. Please contact us for personal advice.