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The Booth Bubble is Bursting:
How to Stay Relevant
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By Susie Valerio, June 1, 2025
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Get Interested in How Things Are Made
Whether you’re an aspiring actor looking to expand your skill set or a top-league VO veteran in search of new challenges, the world of audio offers endless opportunities to stretch your creativity, showcase your talent, and bring your unique perspective to a wide range of exciting projects. From immersive video games and virtual reality to the boundless potential of audiobooks, animation, and podcasts, there’s no denying that voice acting is central to modern media and entertainment.
The demand for skilled voice actors has never been higher. But as the industry continues to evolve, staying ahead of the curve means staying tuned in. It’s not just about honing performance. It’s about adapting to an ever-changing landscape.
At the heart of great voice acting lies one unshakable truth: acting is everything. A solid foundation in performance will always be your greatest asset. Those of us who specialize in super-dry, technical narration or the not-so-glamorous (but crucial) health and safety scripts know this better than most. Only a great actor can make 120,000 words of compliance sound remotely enticing.
Still, performance is only part of the equation. It’s easy to forget that our voice is just one element in much larger projects in collaborations with teams we may never meet. When we focus solely on our own booth bubbles, we risk missing one of the most powerful tools for building lasting relationships with clients: human connection. Clients tend to rehire talent they feel truly understand the scope of their project, respect the production process, and contribute as a valued team member.
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The Curiosity Factor
Breaking into voice acting isn’t easy. But I’m an optimist, and I firmly believe that we will always have a place in the media world, even in the current humans-versus-machines climate. So how do we survive and thrive? How do we stand out in a field that often feels more like a minefield?
For me, curiosity has always opened doors. Taking an active interest in how people work, whether in gaming, advertising, e-learning, or another genre, can serve you well, too. If you’re new to VO, or even a seasoned pro navigating your next chapter, try identifying a niche you want to master and learn everything you can about how that space operates.
When casting decisions are razor-thin, your insight into a genre could be the very thing that tips the scales in your favor. Casting is subjective, but in my experience, the actors who consistently book work are often those who understand the medium they’re auditioning for on a deeper level. That knowledge builds confidence, and confidence tends to shine through.
Understanding how different genres are produced can also make you a more effective collaborator in the booth. It smooths out recording sessions and gives you a powerful edge when marketing yourself. In short, there’s nothing to lose by embracing the learning process.
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The Sport of Acting
“But Susie, I’m an actor! Shouldn’t I just focus on delivering amazing performances?”
Well, no. Not exactly.
Acting is critical, of course, but so is being easy to work with and having a good grasp of how documentaries, video games, promos, or whatever your niche is, are actually made. Think of it like being a professional athlete. A footballer needs to understand the rules of the game. A film director should know what the various departments do. In the same way, voice actors benefit greatly from knowing the workflow and production structure of their chosen genre.
Our industry is crowded and constantly evolving, shaped by rapid advances in technology and shifting consumer expectations. The more we understand the production chains we’re part of, the more indispensable we become.
Take AAA video games as an example. These productions are true team sports, involving developers, casting directors, agents, voice directors, publishers, marketers, and often even financial backers or brand stakeholders. In smaller indie games, the process may be less formal but equally collaborative, with input coming from many corners of the production team. Understanding these dynamics can help you navigate the casting process with more ease, reduce stress during auditions, and increase your chances of landing a role.
The same applies to advertising, animation, audiobooks, and even the once-booming (now dwindling) world of IVR (Interactive Voice Response) for phone systems. Each niche has its own timeline, its own quirks, and often you are stepping into a process that has been unfolding for months, sometimes years. As my fabulous coach and casting director Tina Morasco always says, “Acting is the cherry on a sundae.” The cherry is delicious, important, and memorable, but it’s not the whole dessert.
Yes, times are tough. AI is here, and change is happening fast. The best we can do is roll up our sleeves, pour a strong cup of coffee, and arm ourselves with both knowledge and genuine human connection. If your goal is longevity in this business, understanding the nuts and bolts of how things are made isn’t optional. It’s essential. ♦♦♦
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Susie Valerio is a Brazilian-British Award Winning Actor and Casting Director based in the UK. Bilingual from birth, recording daily in unplaceable international English and Brazilian Portuguese across most VO genres. As Casting Director, Susie’s work focuses on video game and audio drama alongside BAFTA winning Director Adele Cutting at Soundcuts, as well as working in advertising and global multilingual campaigns. Susie is also a regular guest speaker on VO, Audio and Games conferences in the UK and the USA, and is SOVAS Ambassador for Brazil.
Instagram: susie.valerio
LinkedIn: https://www.linkedin.com/in/susievalerio/
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