Supply / Demand

For well over a year now I've been buying my pet food from a local holistic supplier. Our dog suffers from acid reflux, and it was a challenge to find food she could eat. She couldn't have grain, corn, wheat, etc- and this one store was the only place I found that carried foods that met our specifications.

Shortly after we became customers of this store, the pet food recall happened. Suddenly, thousands of people began switching their pets to holistic and all-natural foods. I loved it, because I'm a supporter of all things holistic, organic, and all-natural! I was also pleased because this sudden increase in demand pretty much guaranteed that our new favorite pet store wouldn't be going out of business anytime soon!

This morning, I stopped in to stock up on pet supplies and noticed that prices had gone up. I asked the owner if it was due to the massive increase in fuel costs to ship the food. She explained to me that fuel costs were one reason, and the other was due to so many people switching to all-natural pet foods and the farmers and butchers not being able to keep up with demand.

You see, many of the well known pet food brands are made from the scraps left over after 'people' food is packaged. Holistic and all-natural foods are made from scratch. It's the same problem we are finding with corn and rice...there just isn't enough to feed everyone and produce alternative fuels.

Now, I realise that those of you that read this blog are very intelligent and don't need a lesson in simple economics, but I found it interesting that our voice over industry is experiencing a similar problem, only the opposite is at play.

There has been an influx of people trying to break into the voice over industry in the last few years, and it seems to grow exponentially each year. Basically, the supply has far surpassed the demand (and no, I don't believe there is enough work for every person making a run at VO like we all hear over and over!). I realize how fortunate I am to have many years in the business under my belt and a variety of regular clients that keep me hopping. However, I wonder about those just getting started, how do you make a ripple in such a vast pond?

Voice over is becoming an Internet based business, with each actor having their own website, home studio, and ability to audition with a relatively inexpensive membership to a variety of VO sites.

One of the studios I work with sent out a fantastic marketing postcard recently. It talked about how some places allow anyone with a microphone to audition, while they have a very select group of true professionals to choose from. Had I been a company looking for a voice, this would have sold me!

What it all boils down to is raw talent, knowledge, and experience. When this 'food crisis' began being touted in the media, I was happy to know I had a garden full of vegetables waiting in my backyard. When the 'inundation' of voice talent was being discussed on the message boards, I was glad to know I had experience in my corner.

The world is changing on a daily basis, and new ideas are being presented all the time. It takes drive and passion to push through barriers, and those that work the hardest will shine through the rest of the 'supply'. Just as the demand for all-natural foods skyrocketed when people realized the dangers associated with the 'cheaper' brands, so will the demand for all-natural talent.

It is just simple economics, afterall :)