Justin Sanders

JUSTIN SANDERS – Unlock the Secrets of Radio Advertising

Welcome to this episode of Voice Acting Unplugged. In our pursuit to unravel the dynamic world of voiceover, Anthony Rudd and Margaret Ashley introduce us to an esteemed guest, Justin Sanders. Justin, the Group Head of Production at Global, shares his 25-year journey through the intricate world of radio production. Join us as we delve into the evolving landscape of voiceover and radio advertising.

From Local Radio to Global Influence

Justin began his career in radio 25 years ago and has since climbed the ranks from local radio to becoming a key figure at Global, one of the world’s leading media groups. Reflecting on his journey, Justin shares, “I started out cutting my teeth locally in local radio, and then moved up to the big smoke… I’ve worked my way through as a producer, engineer, to head of production, and now group.”

Challenges and Triumphs in the Industry

Navigating the production landscape isn’t always smooth sailing. Justin recounts an amusing yet challenging customs experience involving recording equipment: “I’ve had some interesting looks in customs, especially when carrying equipment… we recorded with hydrophones underwater and had condoms as backups for the mics.”

The Evolving Face of Radio Advertising

Discussing the trends in radio advertising, Justin notes, “The industry goes through patterns. And I think native is key… there’s so much choice with voices now.” With an explosion of talent and agents, casting directors are now spoilt for choice, albeit sometimes overwhelmed by it.

Quick Turnarounds and Innovative Solutions

In a world that demands immediacy, Justin recounts some intense turnaround times, such as during the COVID-19 pandemic. He shares, “Within an hour, we were turning stuff around… literally on standby with a voice ready every time there was a British medal at the Olympics.”

Audio’s Growing Appeal

Justin observes a rising hunger for audio content. He explains, “Appetite for audio is forever growing. The listening figures reflect that. A lot of people dismissed radio a long time ago, and it’s forever getting bigger audiences, bigger numbers.”

Dynamic Advert Creation

The conversation shifts to dynamic advertising. Justin describes a campaign for British Airways where locations, times of day, and current events could alter ads on the fly, providing a personalized experience for listeners: “We can serve stuff that’s based off the location of where someone is or the time of day.”

The Real Impact of AI

As AI begins to intersect with voiceover, Justin provides his insights: “AI can do basic messaging which is passible. But when you want emotional connection… it can’t deliver the emotion a real person can.” The consensus is that while AI has its applications, the human touch remains irreplaceable.

In-Person Versus Remote Working

There’s value in personal encounters, as Justin highlights, “My preference is face to face, often you can see by the voiceover artist’s eyes whether it’s gone in.” The pandemic has altered dynamics, but both remote and in-studio work have their merits.

For everyone tuning in, we hope you found this peek into the world of radio advertising as engaging as we did. Feel free to share your thoughts, leave a review, and let us know who you’d like us to interview next. Thank you for joining us on this episode of Voice Acting Unplugged.

All the best,
Margaret & Anthony