Show notes
BOSSes, Anne Ganguzza is joined by her superpower co-host, Lau Lapides, to discuss a critical issue in the voiceover industry: brand alignment and navigating controversy. Sparked by the American Eagle/Sydney Sweeney campaign, the hosts explore how a voice actor's ethics and personal brand are intrinsically linked to the clients they represent. They emphasize that in the age of social media, protecting your digital reputation is non-negotiable for long-term career success. 00:00 - Anne (Host) Hey bosses, Anne Ganguzza, you know your journey in voiceover is not just about landing gigs. It's about growing both personally and professionally. At Anne Ganguzza Voice Productions, I focus on coaching and demo production that nurtures your voice and your confidence. Let's grow together. Visit anneganguzza.com to find out more. 00:25 - Speaker 2 (Announcement) It's time to take your business to the next level, the boss level. These are the premier business owner strategies and successes being utilized by the industry's top talent today. Rock your business like a boss a VO boss. Now let's welcome your host, Ganguzza. 00:47 - Anne (Host) Hey everyone, Welcome to the VO Boss podcast and the Boss Superpower Series. I'm your host, Anne Ganguzza, along with my awesome superpower co-host Lollapetas. 00:56 - Lau (Guest) Hello, Annie, it's so good to be back. I love being in this Zoom room with you. Or it's not Zoom, but it's Riverside, but I love being in this space room with you. Or it's not Zoom, but it's Riverside, but I love being in this space with you, I know I look forward to it. 01:10 - Anne (Host) We get to see each other and it's been so long it's fabulous when we get back together because we have so much to catch up on. I know, I know oh my gosh. 01:19 - Lau (Guest) By the way, I love your outfit today. You look great. 01:23 - Anne (Host) Why thank you my, my jean shirt or my denim shirt? No, what's really cool about this is this is kind of well, I should say it's it's. It's deceiving, maybe because it looks like it's denim but it's actually like French Terry, and so it's super, super comfortable. But you know, speaking of jeans, I was going to say what color are your jeans. 01:50 Well, you know, I have good jeans and advertising campaigns for our businesses. I mean gosh, it's all over the news. I mean the American Eagle campaign with Sydney Sweeney. I mean, you know, she's got good jeans, and so it's a really interesting debate. I think it's something that we could absolutely relate to our own voiceover businesses in terms of associating with now, first of all, like associating with a brand that may or may not be controversial or may or may not be on the side of you know where your feelings align. I think that would be a really, really interesting topic. 02:30 - Lau (Guest) Lau I love that topic because we hear that word floating in the industry now for quite a while branding. Branding is connected to marketing, is connected to selling right and how you represent yourself and who you're connected to. That helps you represent yourself as well. And making some of those concerted decisions on who you want to be attached to and connected to, that really help you design your ethos of your business. 02:58 - Anne (Host) Well, they can help you. They can help you be successful in the industry, or maybe not. They can help you be controversial in the industry, or maybe not. They can help you be controversial in the industry. It's such an interesting. Now you know one thing about that campaign for me, when I first saw it, I didn't think anything of it, because I am a woman of a certain age and I remember the Jean campaign with Brooke Shields and Calvin Klein, and I just remember it, with Brooke Shields and Calvin Klein, and I just remember it, you know. And so, as a girl in, I think it was in elementary or high school. I can't remember when that came out, but it was the 80s, right? All I know is that I wanted a pair of Calvin Klein jeans because I wanted to look like Brooke Shields. Now today, didn't we all did not we Right? 03:41 No, I thought nothing of it, right, I thought nothing really horrible of it. But then it did become controversial because obviously she was, you know, she was young when she did that ad and it was a little bit sexually, you know, promiscuous, some people would say. And so, you know, today that type of advertising wouldn't fly and I think people are comparing Sydney Sweeney with that, because of she's got good genes, you've got an attractive female and a pair of jeans, and you know, of course, american Eagle says you know, it was always all about the genes, it's not always not about the, not about the misconception that jeans J-E-A-N-S is similar to G-E-N-E-S, so there's a lot to unpack there. 04:25 I don't know how did you react to it when it first came out? What were your thoughts? 04:29 - Lau (Guest) Well, you know what's so funny about the Brooke Shields thing that you bring up? That's the first thing I thought of is that everyone who's outraged about it is not old enough to remember the Brooke Shields and that's what they were really copying. I think that was a copycat from 45 years ago Going back to the old let's sell. 04:45 Yeah, but if you remember, annie, it was there was another controversy hooked on to Brooke Shields at that time, based on that commercial, because that was right around the time that she had shot Blue Lagoon, blue Lagoon, yeah, and she was only like 11, 11 or 12. 05:05 - Anne (Host) I think it was 13. 05:05 - Lau (Guest) Well, by that time she was about 13. But she was still very young and the mother was managing her and so there was a huge blowup and controversy about this young girl doing these so-called sexually explicit commercials about my sexuality and my body, about my sexuality and my body. And I remember thinking, and when I saw it again I thought wow, how did she get those jeans on without showing us anything, right in front of us, Like I was amazed and, as a young girl, I yeah, it was a Cirque du Soleil act. 05:35 It was amazing. Yeah, you know, as a young girl, media is so influential right. 05:41 - Speaker 2 (Announcement) So, influential. 05:41 - Anne (Host) The thing is that, as voice actors, we really have a part in playing into the media, right, because our voices are representing brands, and for me at the time, I didn't consider anything wrong with it. All I know is that I wanted to look like Brooke Shields in those jeans and therefore I wanted the jeans. And I'll tell you what it was an expressly popular campaign that made Calvin Klein a ton of money, a ton of money. 06:09 - Lau (Guest) But if you look at it now as an adult and you listen from a voiceover perspective, her voice was very, very young very kidlike and very straightforward. She was trying to be, if anything, a little bit smart or intellectual versus overly sexy and centralized, but yet the perception, the visual right Was that was that. 06:34 - Anne (Host) That's exactly it. So there's a lot of, there's a lot of things there, and if you were the voice of a campaign that was controversial, right would. If it was something you believed in or didn't believe in, is that something that, as a voice actor, would you accept? And I think, or an actor, I mean any kind of role right? Do you accept those roles if they align with your belief system or your morals or your ethics or whatever that is, and how can it propel your business forward or not? 07:07 I mean, there's just so much that we have choices in, and as well as influence in, as voice actors, and we think sometimes we're hiding behind this microphone, but no, we're still a very intricate part of a media campaign. And so, really, as a voice actor, how do you decide? Really, is you know, oh, this could really propel my campaign if I decide that I want to align with this brand and be the voice of it, or sometimes it's not even about being the voice of it. It's maybe working with that brand in any capacity. You know, how is that going to affect your business? Because people have opinions, people always have opinions, and gosh aren't they all over the place. 07:56 - Lau (Guest) Now that social media is prevalent, they're the Wild West we like to call it right, Annie, it's the Wild West. 07:59 And I would say in my mind it's likened to all the people, not just women but men too. In my mind it's likened to all the people, not just women but men too, but certainly all the women, who have said for many years you know, I am interested in doing romance novels, exotica work, triple X, adult swim as a voiceover talent, but I'm concerned about how my business is going to be viewed. I'm going to use an AKA, an alter ego, another name, another business name, and so I think that voiceover talent have been making these decisions for a very, very long time. Even though we don't have the visuals for the voiceover talent, we may have the visual for the work and so for the work itself may give visuals and vocals that are not aligned with the talent's vision of their business, and sometimes you don't even know. 08:49 - Anne (Host) Sometimes you don't even know, right. I mean you can tell a lot by the context of the script sometimes, but sometimes you can. You don't know where that's going to end up. And again, now that makes me think of, like, you know deep fakes and AI and you don't know where your voice is going to be used. But if you are, you know, an active participant and you are aware, I think really the best thing you can do if these things are concerning to you, right, the more you know, the more you're educated, the better off you're going to be, because you can make those decisions to determine if you want to be aligned. 09:24 I mean there have been careers ruined by, you know, wrong brand alignment, and gosh knows with today's you know political climate. I mean it comes down to and you know what, laura, it comes down to if you think about it. We're in a business. We need to make money, right, and guess what? So are companies that are advertising, right. They're in the business to make money and so a lot of times our decisions are based on money. Yeah. 09:52 - Lau (Guest) Wake up, smell the coffee right, and it's like who is to judge what one person or one brand identity or one company should or shouldn't be doing. It's really in the eyes and ears of the audience. It's really the perception. So, as many people really disagree, fervently disagree and are angered and outraged by that particular American Eagle campaign, you have a mass swath of people who are buying everything. 10:24 - Anne (Host) That gene that she is, they can't keep. I'm just saying or buying everything that gene, that gene that they can't keep it on the proverbial shelf Exactly. 10:29 Right, Exactly so yeah, and it's interesting because I read a couple of. I read a couple of articles about it and they, of course, american Eagle says it's all about the genes. It's always been about the genes and in reality it kind of is like a return back to marketing. You know, marketing for the last few years has been very concerned with, of course, the shift, notice how the shift in cultural trends, right to making sure inclusivity, diversity, you know, every body type is shown and everybody is represented, which I thought was great. I mean I love that. But apparently, like, if you're in the business, I mean, did it sell? I thought it did. 11:09 Personally, I aligned with it better and I bought, I consumed, just like I did before. However, there is a a huge, there's a huge another aspect to this to unpack, about influencers, right, I mean, in reality, I mean she's a famous actress, right, and so just like Brooke Shields. So if she's going to wear these jeans and feel good in them and look good in them, then that's going to really entice other people to buy and you know, or not, right? And If they, I mean how many times? Lau and I I have very strong ideas about like companies and what they do with their money. So like if they're known to, you know, I don't know, do bad things. I will not support of things that companies do behind the scenes and therefore, when I do find out, I then have a choice, to make a decision whether I want to consume that, you know, buy that or not. And I think that, again, as a consumer and as a voice actor, the more educated we can be, the better decisions we can make to determine if we want to align with that. 12:21 - Lau (Guest) I would totally agree and I would say the irony to me about talking about influencers online is why are they called influencers? Yeah, yeah, they're called influences because they have powerful influence over mass swaths of people who want to look like them, sound like them, live like them, whatever. Of people who want to look like them, sound like them, live like them, whatever. So if we were to make a value judgment, we would have to make it evenly across the board between network television and social media and voiceover and radio and TV, that that is just a no-go, which, of course, no one's going to do. We're not going to do that because you know it's a free country and people are going to run their businesses how they run their businesses girls on Instagram to get that facelift or to get those eyebrows or to get those lash extensions, to feel good about who they are. 13:27 - Anne (Host) Well, oh no, okay, you bring up a really important point here, right To feel good about who you are. So what I do because you know I do a little bit of fashion influencing- I know you are an influencer, actually. 13:39 - Lau (Guest) My well, oh my goodness, put your influencer hat on. 13:42 - Anne (Host) So my influencer hat is and I've been, I've been multiple sizes, I've been big and I've been small, right, I mean, I don't know, I've never considered myself small, but that's a whole nother podcast. So, depending on the size right, I followed different influencers. I found and for the most part, if you think about it, when I was a little bit bigger, I had an influencer who I loved her because she was bigger and she was confident and she was beautiful. And I said, gosh, if I could just be confident. And you know, and as a matter of fact, people in my life I've known, I'm like gosh, she's bigger and she's confident. I wish I could be confident like that. I could be confident like that. And then when I, when I started to lose weight, then I it's funny because I switched, following the one influencer who her body type was a little bit bigger, to an influence it was a little bit more my, my body type size, or maybe even smaller, because it was then helpful, it was motivating for me, or inspiring to me. 14:36 And so, in reality and in every instance, right, the influencer made me feel better about myself. Right, I was either motivated or inspired. To well, people are going to say it might be healthy if you say, oh, I want to look like them. But in reality, when it came to my weight, my body size, it was more about becoming healthy. I needed to become healthy, right. And yeah, the clothes were pretty. I didn't have that option with these clothes at this particular size. So, yeah, there was something inspirational and motivational. And then there was the girl who I still follow. She's a bigger girl who is just beautiful at whatever size she's at, and it's really the message that she's saying. That's really the most…
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