Step 2: Determine the factors that influence the buy-out
Because the reach determines the cost of usage rights, we look at a few fixed factors. The larger the audience that hears the voice, the higher the value of that voice to the brand, and the higher the fee.
The fee for usage rights scales up based on these points:
- The medium: An internal corporate video requires a lower licence fee than a national spot on radio or television.
- The duration: Will you use the recording for four weeks, a whole year, or indefinitely?
- The distribution area: Will the message remain within one region, or will the campaign extend across Belgium or Europe?
Director's Tip: Want to keep costs manageable? At the start, opt for a shorter licence period, for example, three months. If the campaign performs well, you can easily extend the buy-out afterwards.
Step 3: Differentiate between commercial and non-commercial work
Not every assignment involves a buy-out for advertising. For non-commercial assignments like e-learning, audiobooks, or telephone exchanges, a different calculation applies.
For these types of assignments, the fee is usually calculated per word or per project. A professional voice, such as Béatrice (who records the French-language announcements for Belgian railways) or Petra (the Dutch voice for Google's customer service), works on such informative texts with rates based on effectiveness and volume, rather than advertising reach.
Director's Tip: For long texts, such as e-learning, always have a short trial sentence recorded beforehand. This ensures that the pace and articulation suit the learning material before the entire project is recorded.
Step 4: Account for potential post-production adjustments
A voice actor is paid for the completed studio recording. If you adjust the text after the recording because the marketing strategy changes, that will incur additional studio time and sometimes an adjustment to the usage rights.
If the error lies with the voice actor, for instance, a mispronounced brand name, this will, of course, be corrected free of charge. However, substantive changes to the script after the recording day fall under a re-recording rate.
Director's Tip: Always read the text aloud once before the recording. Words that seem smooth on paper can sometimes sound awkward when read aloud. This prevents costly re-recordings afterwards.
Step 5: Request a clear, bespoke quote
Because every campaign differs in terms of reach, medium, and duration, professional voice agencies do not work with general price lists for commercial work. Determining the exact cost of a project requires a clear brief.
By gathering the correct information beforehand (script length, medium, duration, and region), you will receive a transparent quote that clearly separates the recording rate and the licence fee. This way, you'll know exactly what to expect, with no hidden surprises.
Director's Tip: If in doubt, always ask for advice on the right voice profile. An agency will help you match the ideal voice to your budget and target audience.