This is a company profile for radio imaging company David Tyler Voice Overs. A company based in the town of St. Martin, Laval in Canada which has been in business for 22 years.
Company name: David Tyler Voice Overs
Launch date: June 1994.
Please tell us about who you are and what your company does?
I’m David Tyler and I’ve been doing voice over for 25+ years, working with clients worldwide. I will occasionally do sound design but my primary focus is voice over.
What were your company’s formative years like?
I’d been doing voice over for nearly 10 years before I officially launched a business in 1994. I was still working in radio at that time so had that financial safety net. I worked part-time on the company and in those days all the profit I made would be put directly back into buying new equipment and market myself. I started getting traction after a few years and turning a real profit took maybe 6 years. By the time I left radio in 2008 I had a fully functioning global business.
Have you seen radio imaging change over the years and if so how?
Radio imaging in North America has changed dramatically and not for the better. Radio imaging is “image advertising” but the majority of radio stations have failed to recognize it’s function and therefore aren’t using it to the fullest. In an article I wrote a few years back I described the situation as if Coca-Cola spent millions of dollars to research and develop the worlds most amazing cola and then packaged it in a brown cardboard box with ‘Cola’ written in crayon on it.
Radio imaging is the packaging of your radio station. Effort is required in developing your packaging and yes money needs to be budgeted.
In your mind what makes your company different from the competition?
My approach to the work I do comes from a place of knowledge. I understand the audience who will hear my voice and I understand the needs of the producers that I work with because I have been in both seats. When I’m hired to do voice work I take it personally, I don’t consider myself an outsider but a part of the team. I approach all of my work the same way.
What insights into radio imaging would you like to share with us?
For too long radio imaging has been used as a way for stations to tell listeners how great/cool they are…but they’ve been doing it backwards. When you go out with a friend for a drink and all they do is talk about themselves and how awesome they are…what are you likely to do?
Radio imaging when it’s done right, is NOT about the radio station, it’s about the listener.
What direction do you see your company taking in future?
I’ve already begun accepting speaking engagements to talk about various subjects including voice over, radio station & small business branding and this year I’ll be doing workshops for business people wanting to learn to use their voice more effectively in their day-to-day work. While voice over will continue to be my main focus I’m thrilled to start sharing the knowledge I’ve gathered over the years.
What makes you passionate about radio imaging?
Connecting with people is my passion and there is no greater way to do that than through helping radio stations connect with their audience in a deeper more meaningful way.