Every voiceover talent enters the profession from one of several paths. Most of the VO friends I have appear to have started in the world of radio and migrated to VO. Several others have a background in acting and decided to pursue voice acting instead of, or in addition to, stage and on-camera. As for me, I came from the world of public address announcing. I began as “the PA guy,” that voice you hear at a sporting event, band contest, or other occasion – welcoming you; giving you the lowdown on emergency exits and security; imploring you to show good sportsmanship, stay in your seats during a performance, or turn off your flash when taking photos; asking you to stand for the Alma Mater and/or National Anthem; and of course, telling you who’s performing next, who carried the ball or made the tackle, who scored that basket, committed that foul, is at the free throw line, or is batting next. I get to tell you who’s placed where or what the score is before thanking you for coming, inviting you to our next event, and wishing you a safe drive home. I’ve been doing this type of voice work for three decades now, and it is still incredibly fun and rewarding.

It was a little over 20 years ago that, at a band competition, I encountered a parent who worked for an agency in Dallas. She inquired if I was a professional voiceover talent. At the time, I was still a classroom teacher who simply did PA work on the side. She suggested I send her some clips that she could share with her bosses. What a massive moment for me – am I really good enough that someone thinks I do professional voiceover? I scraped together some recording equipment and scripts, did my reads, and sent them off to her. And what a massive wake-up call. “You need coaching.” (No surprise.) They recommended the great Bruce Carey in Dallas. I did a free consultation with him, and he was willing to work with me, but I wasn’t ready at that time to commit to VO training, financially or otherwise. Still, the experience opened my eyes to what I had been doing right up to that point as a “PA guy,” and especially how I might improve. And boy, did I have a long way to go. Obviously, I have since pursued proper VO training and begun a more professional track in the world of voiceover. But even though I’ve expanded my VO interests, genres, and goals, I still remain strongly connected to the world of PA and live announce. While it’s not necessarily the most lucrative work, I still find it every bit as fun and rewarding as ever. I love it. And yet, there’s still something that bothers me about this particular niche of voice work. How can I describe it? Perhaps “the yellers.” “The screamers.” The folks who either don’t understand the nuance of VO and how it can apply to live announce, or the ones who’ve never been trained at all and just think that yelling at the crowd somehow engages them.

On social media, I belong to or follow several PA-related groups, pages, and accounts. So I see lots of other PA announcers who post about their work, including photos of the venues and videos of their work. I’ve also captured lots of video of my own PA work and posted some of it to social media, though not necessarily to these groups. I can only speak for myself, but my primary purpose in recording video or audio of my PA work is really improvement. I don’t simply go back and watch to say, “Wow, I’m great!” I’m intentionally critical of my own performance – ensuring I emphasized the right words and phrases, looking for patterns that are too monotonous or “sing-songy,” that kind of thing. Throughout this self-assessment, I place a priority on two things: First, the clarity of the message. Am I giving the audience the information they need or want? If it’s something like a sponsor read, am I properly billboarding the sponsor’s name and inviting the audience to consider them? Am I saying the name(s) correctly? (This one’s a HUGE one for me – more on that in a future blog post.) Is my phrasing actually leading somewhere, coming across coherently and bringing the copy to life? Second, the tone of the message. My concern here is literal – pitch, volume, timbre, everything about my vocal quality. Just like with a commercial read, there’s an art to it – when to raise or lower the pitch, when to speak louder or softer, when to exteeeeeend a word, phrase, or name, when to clip a word, even when to add a little resonance, vocal fry, or possibly a bit of a growl. Achieve the right blend of clarity and tone, and you have what I would consider audience engagement. You’re adding to the event, but not overshadowing or overwhelming it.

The bottom line is that the PA guy, the announcer, the “voice of god” in VO industry parlance, is NOT the show. The show is on the floor, on the field, on the stage. The live announcer’s job is to frame, explain, or enhance the show. To assist in the presentation of the show in a positive, enjoyable, professional manner, while at the same time being sort of “forgettable” because the audience is ultimately, you know, enjoying the show. And it’s why the best live announcers in the business are names the average person won’t know unless they pay careful attention. Some are well-known because they’ve announced on the biggest stages, like Allen Roach at the Super Bowl or Randy Thomas at The Oscars. Others might have regional notoriety thanks to an association with a sports franchise or university, like Chuck Morgan with the Texas Rangers or Bob Ford with the Houston Astros and the University of Houston. Still others might find themselves associated with niche events, like a couple of friends of mine – Dan Potter, who announces shows for DCI and BOA, among others, and John Pollard, who announces shows for BOA and the UIL State Marching Band Contest. Maybe not everyone is going to love their individual styles – that’s the nature of the VO business in general – but these announcers all have credibility as voice artists in their own right because they fundamentally work to highlight someone else’s efforts, accomplishments, and excellence. That’s the job of the announcer; you’re the voice “behind it all,” as it were. The now-defunct National Association of Sports Public Address Announcers used to call it “the voice above the crowd.” People appreciate the work you do precisely because it does ΝΟΤ interfere with the event or annoy them. If you’re the show, you’re a problem.

Having said all that, you can likely understand my consternation when I come across posts in my Facebook feed, or on Twitter, or sometimes even on LinkedIn, and see PA announcers posting videos of themselves doing things that give me headaches and heartburn. So many of them “eat the mic” in the first place, putting their lips right up against the foam windscreen or the mic itself. Any VO professional knows this is terrible mic technique unless you’re going for a very specific effect. To add to it, these guys are often absolutely screaming into the mic regardless of the situation. To be fair, some situations call for volume from the PA announcer – for instance, I inject a lot of energy into starting lineups when I’m announcing college basketball, although I never max out my volume or risk harming my vocal cords. But I saw a video just the other day where a guy was announcing high school playoff basketball and absolutely screaming players’ names for every made basket, and then he absolutely lost his mind yelling the final score when the game ended. Keep in mind, it was a playoff game at a neutral site, meaning the PA is supposed to be impartial; and what’s more, in a highly contested playoff game with a large crowd, the PA doesn’t need to make any effort at all to pump up the crowd. They’re going to be excited and probably won’t even be listening to you. Even for a big home game, this announcer’s style was over-the-top, and yet pointless at the same time.

This is an all-too-common tale, and not just on social media. Someone posts a video, “here’s me at my local little league baseball game announcing the starting lineups,” featuring this person getting way too intimate with a Shure SM58 and YEEEELLLLLING EVERYOOOOOONE’S NAAAAAAAAMMMMMMEEEE. And of course, the comments are all “Great Job!” “Awesome!” “You’re crushing it!” And I’m looking in horror, saying, “You’re not crushing it, you’re crushing the fans’ ears. Why are you yelling?” There’s maybe 40 people at this game, and the only thing you’re crushing is their enjoyment. This isn’t engaging; it’s annoying. And inappropriate. Then I see another post of a PA announcer who put on a coat, tie, and nice pair of shoes to announce the starting lineups from the floor with a wireless microphone. And of course, his approach to the presentation mostly consisted of yelling. WHY?!? I mean, if your goal is to become an emcee for a college- or pro-level team, by all means, shoot your shot. Work at it. Make it happen. But I’m betting the local private school with a tiny gym that only has 5-8 rows of wooden bleachers doesn’t have a video board and isn’t looking for enhanced game presentation with an emcee and fan activities during timeouts. PA guy dressing up to announce from the floor in this setting just reeks of “making it about you.” And sorry to tell you, buddy, but no one there really cares about you. They care about the game on the floor, and they’re just humoring you and hoping you’ll finish whatever you’re doing real soon. I’m just not sure what some PA announcers are trying to accomplish at times, and I suspect it’s the inherent good nature of others in the group that prevents a lot of ridicule and embarrassment in the comments.

Now I’m sure someone might retort at this point, “Oh, great, here we go. Old guy hates new things and gripes about them. Get off his lawn while he yells at this cloud.” Give me a break. If you think good PA work involves extra volume more than 10% of the time, you are way off the mark. Yelling is neither innovative nor engaging. If you think good PA work involves being seen out there standing next to the players and praised like you’re part of the team, you have issues with ego and insecurity. The PA is part of a team, alright, but it’s a behind-the-scenes team that’s working to make the featured event function likes it’s supposed to. Quality live announce work is all about structure, timing, mood, and knowing your role, then executing your role to fit the presentation. And that role has changed greatly over the years. The old-school work of people like Bob Sheppard of the New York Yankees, who famously used a deliberate, even tone for every name he announced and just about every word he spoke, is all but gone. Sheppard’s style is considered iconic, but that’s primarily because of his longevity (also because it was the Yankees). Drop Bob Sheppard into a modern arena with a present-day game presentation and he is way out of his element. Live events now call for a certain level of enthusiasm. You have to sound like you want to be there, and you’re happy the fans are there, too (even if it’s completely false because the team is suffering through a long losing streak or you’re exhausted after getting to the venue at 6:00am this morning). This is the only place any of us wants to be at this time on this day, period. And that has to come through in your delivery.

Does that call for yelling? A handful of times, maybe. The vast majority of the time, NO. Sure, get boisterous announcing your home lineup. In a big moment, make the announcement big. After a big home win, let the home fans know that score. Bottom Line: Fit The Moment. And be judicious and consistent in how you approach each moment. When you yell too often, it’s way too easy to work your way into a place where that’s just about all you do. And then there’s no differentiation. If the entire game warrants yelling, then none of it really matters, and you’re just annoying in your PA work. So why are you yelling?

Part of me blames the major pro leagues for this trend. You hear screaming PA in way too many pro venues. At NFL venues with a PA guy yelling “It’s THIIIIIIIIIIRD DOOOOOOWWWWN” at every occurrence. At NBA venues where they have a PA guy yelling at the fans literally all game long, imploring them to chant “DE-FENSE” or “LET’S GO [TEAM NAME].” Is this what passes for fan engagement in the 21st century? And we’ve begun to hear this kind of stuff at some college and even high school venues. It drives me insane, mainly because these messages are why video boards were invented and have grown so massive. The video crew can put “Make Noise!,” “DE-FENSE!,” etc., on the board, and the crowd responds. This is how it works at baseball games. Heck, pipe in some drumming audio – the familiar rhythms of “We Will Rock You” are timeless. We don’t need someone eating the mic, screaming at the top of their lungs, causing damage to their own voice, just in the name of “hyping the crowd.” So why are you yelling?

“But we’re creating a rock concert atmosphere. Get with the times, old man.” Look, chief, if I buy tickets to AC/DC, you’d better believe I’m going to expect it to be loud. That’s their bit. If I’m going to any concert in an arena or stadium, I expect loud. But I ask you: Who’s delivering the loud? Is it some nameless PA guy in a coat and tie walking on stage and yelling “GIVE IT UP FOR AC/DC!!!!!” If the actual show on the stage is worth seeing, it needs no introduction. Similarly, if the game on the field is worth seeing, it needs no introduction. And yet, you may be called upon to give it an introduction, so at least make it appropriate. I’ll say it again: The PA announcer’s job is to frame, explain, or enhance the show. So do that. Enhance the game. Enhance the product the audience came to see. ESPECIALLY when the audience consists of a modest number of fans or attendees, many of whom are parents of the players on the field or court. ESPECIALLY when those players are non-professionals, young people who participate for the love of it. Maybe a few might – might – advance to collegiate or professional levels. But right now, it’s just a bunch of literal kids trying to have fun and win today’s game. This is not a rock concert. As a PA announcer, add to what they are doing. Feature them. Promote them. Make them the only thing you want to watch at this moment. And fit the moment. But screaming over the microphone won’t do anything to make them look or feel professional. It will just annoy them and the people who came to watch them. So why are you yelling?