Behind the Mic - Jon Carter (Part 1)
Saying Jon Carter is “just” a voice talent would be like saying the Grand Canyon is “just” a hole in the ground.
Sure, Jon’s voice has been featured on radio stations such as 94.7 Fresh FM/Washington, DC, Fresh 105.9/Chicago, Fresh 102/New York and in commercials that have aired nationally, but Jon also composes original electronic and hip-hop music scores and has composed thousands of scores for radio and TV production packages released worldwide.
Recently we caught up with this 15-year radio, TV and voice over vet for his views on the industry.
What vocal techniques have you found to be the most effective for creating commercials that inspire response?
It’s all about the style of the read and knowing what each individual spot requires. I try to take a look at the overall tone of the spot and then match up an appropriate read in order to bring out the meaning of the copy. Microphone technique is also important. For more intimate spots I get closer to the mic and adjust my read accordingly. For an exciting spot I may back off and project more. Every project is different.
Is there one type of voice (delivery, inflection, etc.) that you find gets results more than others?
I have found that my most natural read has garnered the most jobs for me in terms of narration and commercial voicework. My clients have often said that my natural voice style communicates their message in a way that is relatable and clear.
What’s the most common mistake made by voice talent or people directing voice talent?
The most common thing I hear from voice talent is when they try to sound a certain way. For example, a lot of guys want to have that big voice sound, but they really don’t have the pipes for it. Therefore, they always sound better working within their natural range. It’s all about finding your most marketable read and working with what you have. In terms of direction, I have seen some directors offer too much feedback. The end result is a voice talent who is left feeling inadequate and confused. For people directing voice talent, it’s all about brief, specific, clear instructions. I have found that to work so much better.
What’s the best direction (or type of direction) that someone can give you before (or during) a session?
Simple, clear instructions. Brevity is key in my opinion. However, I am open to anything. I always do my very best to give the client exactly what they need.
What was the oddest/weirdest/strangest request you’ve had?
I had one client who told me to stress almost every other word in a spot. After the recording was done it really sounded unnatural and disjointed. They liked it though so I didn’t say a word! (no pun intended)
Who (What brand) gets it right? Who’s doing great radio production?
There are a lot of companies that are doing great commercials. Geico is a great example. They use humor to deliver their message. They do such a great job that you find yourself tuning in specifically for the commercial when it comes on. If your commercial is well written, well performed, relatable, and it evokes a response, chances are it is a good one.
Part Two of our interview with Jon Carter will be published here on Thursday 2/25.
Visit Megahertz Studios for more information about Jon and to hear samples of his work.
Ian Cohen, Production Director