Connecting Authentically in a Digital World In nearly thirty years, the way we communicate has changed significantly. From my early days as a professional, I remember communicating via fax or internal memo, externally through phone or internally in a conference call, by post in a letter or a postcard, and of course face-to-face in a conversation. Today, communication tools have greatly expanded, unfortunately not always in direct proportion to our ability to bond, in my opinion. I see a great need for 'authenticity'. As I wrote in my previous newsletter, it has become quite essential in any successful marketing strategy. Advertising also mirrors this shift. Nowadays, an 'ideal' voice-over resembles a close friend chatting with you, rather than the stereotypical 'man' or 'woman' found in laundry detergent commercials. In these more personal, story-driven campaigns, I feel most comfortable both as an individual and as a voice actor. And yet, I miss the originality of my early years as an ad voice, in the late nineties. It seemed as if I was allowed to bring much more variation, despite seemingly fewer players within Flemish media. I remember brands much more frequently playing out sung radio commercials and having more opportunities to perform and act. Today, to me it seems that media mostly play it 'safe' and opt for 'proven' success formulas, probably as part of their profit strategy. This can only come at the expense of creativity and human input. Of originality, tout court. And according to many, A.I.'s arrival now further overshadows human contribution.
As a voice-over, voice coach, and as a human being, I am and remain a huge fan of honest, relational communication, through any medium and for any purpose. The human factor, in my opinion, is essential. Only we humans can truly em-body a concept and give it a soul. And the current craving for authenticity only proves, in my opinion, that we as humans also desire that connection. That it’s essential and functions similarly to nature, where plants and animals are instinctively interconnected. Connection is (in) our nature. Just like originality. In advertising and far beyond, I hope we can continue to create and connect from there. Naturally! Do you want to speak and present yourself more from your true and original being? Reach out to me via the button below. I’m here for you!
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