The Voice Over Coffee Shop: Episode VOCS 074 | Coffee with Luke Trusty

Release Date: April 27, 2024

In Episode 74 of The Voice Over Coffee Shop, host Andrew Morrison delves deep into the dynamic world of voiceover artistry with his esteemed colleague and friend, Luke Trusty. This engaging conversation explores Luke's journey in the voiceover industry, his ventures into YouTube narration, the creation of his acclaimed audio drama For Goodness Sake, and his insightful perspectives on the evolving landscape of voiceover work, including the role of artificial intelligence (AI).

1. Introduction: Meeting Luke Trusty

The episode kicks off with a warm introduction where Andrew highlights Luke’s significant contributions to the industry, notably his acclaimed YouTube audio drama, For Goodness Sake, which has garnered multiple award nominations. Andrew commends Luke as one of the most "savvy entrepreneurs" in the voiceover space, setting the stage for an insightful discussion on niche finding, storytelling, and YouTube narration.

2. Navigating the Voiceover Industry and Finding a Niche

Luke shares his origins in the voiceover field, detailing how the COVID-19 pandemic acted as a catalyst for his transition from private education to voiceover work. He explains,

“When you’re an in-person tutor and suddenly you can’t do in-person tutoring anymore, what do you do? You do everything remote, you do everything online.” [09:22]

This pivot not only allowed him to explore voiceover roles but also served as a means for personal growth and self-discovery. Luke emphasizes the importance of carving out a unique niche in the crowded voiceover market, particularly through platforms like YouTube.

3. Embracing YouTube Narration

Despite industry skepticism towards YouTube as a legitimacy platform for voiceover work, Luke boldly asserts its potential. He recounts overcoming negative perceptions from traditional industry veterans who viewed YouTube work as the "Wild West" of voiceover:

“It’s unregulated and there ain’t no rules and there’s bandits and outlaws and blah, blah, blah, blah, blah.” [14:18]

Luke's determination led him to manage over 200 YouTube channels, refuting the notion that YouTube narration undermines a voice actor's career. He highlights how YouTube's algorithm effectively connects creators with their target audiences, making it a viable and sustainable avenue for voiceover professionals.

4. Building and Scaling a Voiceover Business on YouTube

Luke delves into the technical and strategic aspects of running a successful YouTube voiceover business. He underscores the necessity of investing in quality tools, such as iZotope RX10 for audio cleanup and D Clicker for enhanced recording efficiency:

“It’s really that simple. Because here’s the deal... YouTube is run by entrepreneurs.” [22:08]

He discusses how these tools have streamlined his workflow, allowing him to produce high-quality narrations rapidly, thereby increasing his output without compromising on quality. Luke also shares his approach to managing relationships with clients, emphasizing reciprocity and value addition:

“That's money in my pocket. That's not being wasted on AI and that's a connection that I’m building with another entrepreneur who has connections with other entrepreneurs.” [25:43]

5. Creating "For Goodness Sake" and Collaborative Endeavors

Luke recounts the inception of For Goodness Sake, an audio drama that began as a spontaneous Halloween project with his friend Morgan Elgarten. What started as a short skit evolved into a full-fledged season, showcasing Luke’s ability to collaborate and create compelling narratives:

“We went nuts, dude... It was that kind of notion of like, if you're not booking work, make your work.” [47:35]

This project not only expanded his creative horizons but also reinforced the importance of stepping beyond traditional voiceover roles to develop original content.

6. Managing Workload and Enhancing Productivity

Addressing the challenges of scaling his business, Luke emphasizes the importance of setting boundaries and optimizing workflows. By implementing efficient systems using digital audio workstations like Reaper, he reduced the time spent on each narration:

“I use Reaper and I built out a system in Reaper. So my eight-minute narration takes me eight minutes and 30 seconds and it's done.” [38:18]

Luke advocates for a balanced work-life approach, ensuring that productivity does not come at the expense of personal well-being. He advises voice actors to focus on high-quality performances rather than getting bogged down by excessive preparation.

7. The Role of Artificial Intelligence in Voiceover

A significant portion of the discussion revolves around AI’s impact on the voiceover industry. Luke expresses a critical stance towards AI-generated voices, arguing that they lack the emotional depth and authenticity of human performances:

“AI will never have that ability. It will never have the finesse... AI is always cold, right? It's always very cold.” [60:27]

While acknowledging that AI can serve practical purposes in specific niches, Luke maintains that the creative and artistic aspects of voiceover work are irreplaceable by machines. He stresses the importance of maintaining human connections and delivering soulful performances that resonate with audiences.

8. Advice for Aspiring Voiceover Artists

Luke offers invaluable advice for newcomers to the voiceover industry, emphasizing the need for dedication, continuous self-improvement, and embracing opportunities to create original work:

“Just do it. Just do it.” [67:40]

He encourages voice actors to take on diverse projects, invest in quality tools, and cultivate meaningful relationships within the industry. Luke also highlights the significance of receiving and leveraging constructive criticism to refine one’s craft.

9. Conclusion: Continuing the Journey

As the conversation wraps up, Luke reflects on his journey and outlines his future aspirations, including expanding his audio drama projects and further integrating his entrepreneurial ventures with his voiceover work. Andrew concludes by inviting listeners to explore Luke's work and connect with him through his website.

“For more information on guests, new episodes and more, be sure to visit veocoffeeshop.com and our YouTube channel or your favorite podcast streaming platform.” [76:20]

Notable Quotes with Timestamps

• Luke Trusty [09:22]: "When you’re an in-person tutor and suddenly you can’t do in-person tutoring anymore, what do you do? You do everything remote, you do everything online."

• Luke Trusty [14:18]: "It’s unregulated and there ain’t no rules and there’s bandits and outlaws and blah, blah, blah, blah, blah."

• Luke Trusty [22:08]: “It’s really that simple. Because here’s the deal... YouTube is run by entrepreneurs.”

• Luke Trusty [25:43]: “That’s money in my pocket. That’s not being wasted on AI and that’s a connection that I’m building with another entrepreneur who has connections with other entrepreneurs.”

• Luke Trusty [38:18]: “I use Reaper and I built out a system in Reaper. So my eight-minute narration takes me eight minutes and 30 seconds and it’s done.”

• Luke Trusty [60:27]: “AI will never have that ability. It will never have the finesse... AI is always cold, right? It’s always very cold.”

• Luke Trusty [67:40]: “Just do it. Just do it.”

Final Thoughts

Episode VOCS 074 offers a profound exploration of the voiceover landscape through Luke Trusty’s experiences and insights. It underscores the importance of adaptability, entrepreneurial spirit, and the irreplaceable value of human emotion and connection in voiceover artistry. Whether you're an aspiring voice actor or an industry veteran, Luke's journey serves as both inspiration and a roadmap for navigating the complexities of modern voiceover work.

For more of Luke Trusty’s exceptional work, including the award-nominated audio drama For Goodness Sake, visit www.luketrusty.com.