Podcast Summary: A VO's Journey, Ep. 276

Title: Interview With Gabby Nistico – The State Of Voice Over
Host: Anthony Pica
Guest: Gabby Nistico
Date: July 3, 2024

Overview

This episode delves deep into the rapidly changing landscape of the voiceover industry with veteran voice actor, coach, and industry observer Gabby Nistico. Host Anthony Pica and Gabby discuss the impact of technology—especially AI—on voiceover work, evolving opportunities (and challenges) for both new and seasoned artists, the importance of adaptability, and the critical need for collaboration and innovation in building a sustainable career. The conversation is candid, insightful, and packed with actionable reflections for anyone interested in the voice acting business in 2024.

Gabby Nistico’s VO Journey (01:21–03:34)

• Gabby recounts her start: began in radio in the mid-90s in the New York City market, moving into freelance VO as radio paid poorly.
  • Quote: “I got my ass kicked from one side of Manhattan and back down the other because I didn’t know what I was doing.”
• Transition to full-time: By 2003, VO became her main gig. In 2008–2009, she started coaching, especially in radio imaging—a niche many didn’t yet understand.
• Rapid change: Gabby emphasizes how dramatically the industry has transformed since her entry.

Key Industry Changes & Current Challenges

AI and Automation (04:19–07:26)

• AI’s impact is “unescapable, unavoidable”; while automation isn’t new, the current rate of advancement is staggering.
• The industry’s “Wild West” era: unchecked technology and platform expansion have opened doors but also complicated standards and rate negotiations.
  • Quote: "AI...it's not as new as we want to think, it's just advancing at this exponential rate." (04:19)

Over-Saturation and Rates (05:27–07:26)

• Surprising stats: Gabby found there are now more full-time voice actors (reporting income to the IRS) than traditional actors in the US.
  • Quote: "There are almost twice as many people...reporting full-time voice actor income as there are actors." (04:19)
• Entry barriers have lowered due to technology, exploding the number of people marketing themselves in VO, even if they have limited experience.
• Rates are holding in some areas, but there’s a widening gulf: established clients still pay solid rates, but a flood of new buyers (and sellers) creates confusion and drives some pay downward.

The "Wild West" of Digital, Streaming, and Advertising (07:26–09:50)

• Digital media and streaming lack clear rate regulation; for example, VO rates for a spot running on a massive streaming service can be far lower than traditional broadcast rates (e.g., $600 to air on Hulu).
• Loose regulations: Ads (even for regulated products like alcohol) appear at all hours due to loopholes, highlighting the lack of oversight.
  • Gabby predicts that government intervention is likely to create clearer guidelines in the near future.

Supply and Demand Pressures (09:50–13:58)

• Explosive growth in the number of aspiring voice actors means more competition, particularly for entry-level work, making it “harder and harder to get.”
• Platforms and marketplaces (pay-to-plays) further inflate numbers by allowing nearly anyone to sign up.
  • Quote: “Everybody's calling themselves voice actors, but a lot of people are just dipping their toe or have never done anything yet.” (13:19)

Where Are Opportunities Growing? (14:00–16:20)

Stable and Booming Sectors

• Commercials: Still foundational—advertising will always exist as long as people consume media.
• Audiobooks: Consumption continues to rise since audience demand is inexhaustible.
• Video Games: Unstoppable market growth, increasingly sophisticated audiences can detect and dislike AI-generated VO—“video game consumers are becoming more discerning...they can tell when it's AI, and it's super crap.” (15:40)

The Reality—And Limits—of AI (16:20–19:09)

• AI is a competitor—VOs must “just be a better actor.”
  • Quote: “What people have to realize about AI…is they’re a competitor. So you just have to be a better actor.” (18:59)
• There’s a real risk of “bland” voiceovers: clients and consumers can tell the difference when there’s no human personality or emotion.
  • Quote: “There was no personality injected into it…it's just bland.” (17:46)

Innovation, Content Creation, and the Next Generation of VO (19:09–28:53)

Evolutions in VO: Social Media and Hybrid Creators

• Gabby highlights figures like “Rockstar Voiceovers” and Critical Role’s D&D game—a group of voice actors turned multimedia empire. These creators blend VO, performance, writing, and video content to build direct audiences.
  • Quote: “This is an evolution of voiceover…he’s taking his vocal talents, marrying it with content creation, video, and script writing.” (20:40)

Building A Brand and Business

• The most sustainable future for VO artists may be in establishing strong personal brands—direct content creation, collaborative work, and less reliance on traditional “being cast” models.
  • Quote: “It’s building the personal brand. It’s being very bold in said personal brand.” (26:12)

The Rise of Content Creators & Collaboration (28:53–39:02)

Everyone’s a Content Creator Now

• Gen Z and Alpha overwhelmingly identify as “content creators.”
• Brick-and-mortar “content creator” stores (like Micro Center) are expanding: an entire retail aisle now dedicated to audio, lighting, and video gear.
  • Quote: “I was in the aisle with lighting and microphone gear...kids with parents literally schooling, mom and dad, ‘I got to get a key light.’” (31:28)

The New Model: Teamwork in Creative Production

• Success will demand more collaboration: VOs should partner with editors, animators, musicians, etc., to create standout content.
  • Quote: “Collaboration is the single most powerful word I think of this generation.” (32:51)
• Gabby and Anthony both see few in the VO world talking about this kind of teamwork, despite evidence that collaboration fuels success in other art forms.
  • Quote: “It’s not a personal thing. It’s about business success, and businesses don’t operate in a vacuum.” (34:21)

Building Community, Not Just a Gig Pipeline

• Shared studios, podcast recording spaces, and WeWork-style environments for creators are emerging as places for creative alliances and networking.
  • Quote: “Go when those companies have a networking event…you may not even need the studio space, but that’s how you’re going to meet people.” (37:55)

Traditional Pathways: Agents, Agencies, and Roster Reviews (41:01–44:58)

• Agencies are struggling too—“they themselves are struggling, their numbers are down”—and are laser-focused on getting new business rather than expanding their rosters.
  • Quote: "Most of them have kind of dropped their roster review down to twice a year at most." (41:49)
• The irony: building your own following and brand as a creator makes agents (and buyers) want you more.
  • Quote: “The more you do the other thing that we’ve been talking about… the more these people want you.”

Advice for New Voice Actors (44:58–46:42)

Two Key Paths:

1. Leverage your prior industry
   • Use your business experience and contacts to offer VO services in that sphere—network, become the “go-to” voice.
2. If you’re just starting out (younger/less work history)

   • “Put all your eggs into acting”—be the best, most memorable performer you can.

   • Quote: “There’s still not a single substitute for an amazing actor…that has not changed and I don’t think it ever will.” (46:25)

Trends in Prestige, Celebrity, and Discoverability (46:42–49:17)

• Gabby predicts a partial return to the days when “celebrities” were less accessible—a countertrend to today’s constant exposure.
  • Video and online virality can still catapult new talent unexpectedly; “a video that’s 30 seconds long can change your life forever.”

Giving Back: Gabby’s Charity "Art Not AI" (49:17–54:26)

Mission and Goals

• Gabby is launching artnotai.org, a nonprofit aiming to:
  • Educate the public and buyers.
  • Promote exposure for human artists (across all arts, not just VO).
  • Support and advocate for people whose work has been impacted by AI automation.
• She’s seeking collaborators and volunteers—especially as she builds out the site and outreach.
  • Quote: “Let [AI] do the things it's great at…and leave the artistic stuff to us.” (51:18)

Closing Thoughts & Contact Info

• Gabby encourages artists to use new collaborative sites and community sections she’s developing to connect, share, and break through isolation.
• Find Gabby at:
  • Website: gabriellenistico.com
  • YouTube: Gift of Gab
  • Social: @VoiceoverVixen

Notable Quotes & Timestamps

• "AI...it's not as new as we want to think, it's just advancing at this exponential rate." (04:19, Gabby)
• "There are almost twice as many people...reporting full-time voice actor income as there are actors." (04:19, Gabby)
• “Collaboration is the single most powerful word I think of this generation.” (32:51, Gabby)
• “There’s still not a single substitute for an amazing actor…that has not changed and I don’t think it ever will.” (46:25, Anthony)
• "Let [AI] do the things it's great at…and leave the artistic stuff to us." (51:18, Gabby)

Suggested Listening Segments

• Gabby’s Backstory & Industry Change: 01:21–07:26
• AI, Over-Saturation, Rates: 04:19–09:50
• New Opportunities (Audiobooks/Video Games/Commercials): 14:00–16:20
• Innovation and Personal Branding: 19:09–28:53
• Collaboration and the Future of VO Business: 28:53–39:02
• Advice to Newcomers: 44:58–46:42
• Gabby’s "Art Not AI" Charity Announcement: 49:17–54:26

Summary prepared for listeners seeking the essential takeaways, pivotal trends, and actionable inspiration from episode 276 of A VO’s Journey.