Considering Your Rate as a New Voice Talent

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One of my most asked questions at VO101. How to arrive at your rate as a newer voice talent. This is a mix of market reality, self-positioning, and protecting your long-term value. Here’s a clear, practical way to approach it without underpricing yourself or scaring off clients.

1. Understand what your voice over rate quote is based on

Voice-over rates are not just about time spent recording. They reflect:

  • Usage (where/how the audio is used)

  • Market size (local, regional, national, global)

  • Length of usage (3 months vs. forever)

  • Medium (web, social, TV, radio, internal, audiobooks, games)

  • Your experience, reliability, and sound quality

Even as a beginner, you are selling usage rights, not just your voice.

2. Use industry voice over rate guides as a reference not your starting price

You don’t need to match top-tier union rates yet, but you should know them so you don’t race to the bottom.

Common voice over rate references:

  • GVAA Rate Guide

  • Gravy for the Brain

  • SAG-AFTRA rates (for context, even if non-union)

As a new talent, a common approach is:

70–85% of standard non-union rates

This positions you as professional but realistic.

3. Pick a “bottom voice over rate” you will not go below

Before you ever quote a client, decide:

  • The minimum you will accept for a job

  • The minimum per finished minute or per project

Example starter floor rates (non-union, beginner-friendly):

  • Short web or social ad: $100–250

  • Internal corporate narration: $150–300

  • Explainer videos: $200–500

  • Audiobooks: $100–200 PFH (careful here—time intensive)

  • E-learning: $20–40 per finished minute

If a job falls below your floor, you decline or counter. This protects you from burnout and resentment.

4. Separate “newer voice talent” from “will work for food talent”

Clients don’t need to know you’re new unless you want them to. Instead of discounting heavily:

  • Offer limited usage

  • Offer intro pricing for first-time clients

  • Bundle revisions or faster turnaround

  • Offer a short free sample read (not full auditions)

This keeps your rate structure intact.

5. Ask smart questions before offering a voice over quote

Never give a rate without knowing:

  • Where will this be used?

  • For how long?

  • Paid advertising or organic only?

  • One-time buyout or limited license?

  • Word count or finished length?

A simple line:

“Can you tell me how the audio will be used and for how long? That helps me quote accurately.”

This makes you sound experienced—even if you’re new.

6. Adjust voice over rates as your ability, skills and demand grow

Raise your rates when:

  • You’re booking consistently

  • Clients come back without negotiating

  • You’re turning work away

  • Your audio quality and performance improve

Many talent raise rates every 6–12 months, even in small increments.

7. Mindset shift (this matters more than numbers)

You are not charging for:
❌ “Just reading words”

You are charging for:
✔ Performance
✔ Home studio investment
✔ Editing time
✔ Business reliability
✔ Usage rights
✔ Revisions
✔ Fast turnaround

If you don’t value that, clients won’t either.

Anthony Blog