Imaging In 2019 – Matt Fogarty VO

Welcome to the “Imaging In 2019 Series” – a blog series that interviews inspiring producers and great creators of Station Sound.

Matt Fogarty

This week’s guest is someone who I have known of for a number of years. Matt Fogarty is a Creative Director and Voiceover working with numerous across Canada and the world. 

Matt is also a really cool guy – very active on Social Media and Radio Groups on Facebook. He also knows some cool tricks on the BBQ and has thought me some amazing ideas in that regard.

Welcome Matt to Imaging In 2019.

1. What stations are you currently working with?

I’m the creative director for a group of six stations on Vancouver Island, Canada – multiple formats, including Rock, Hot AC, AC, Classic Hits, even an Oldies station. In addition, I’m the imaging voice for the MyFM group of stations (13 AC stations) in Ontario, Canada, the OzFM network across Newfoundland, Canada, plus several stations throughout the rest of Canada. In the US, I voice 104.3 ZYP in Huntsville, AL, Power 108 in Waco, TX, among others.

2. What is your opinion on Vocal Coaches - have you used one in the past and are they worth it?

Yes and yes. Working with a coach is a must I would say if you want to be continually improving your craft. I’ve coached with Nancy Wolfson, primarily for commercial VO (but much of her coursework applies to pretty much any type of script/category) and Eric Romanowski for radio imaging. I highly recommend them both! You have to treat it like you’re going to VO University – it’s an investment and you gotta study and put the work in!

3. What makes a killer demo for a voiceover? (Different styles/something creative that makes it different)

I think you have to make it your own. Be yourself. Demonstrate that you understand the nuances of copy and how to interpret it, and then convey it in an engaging way to the end user with your own style (the listener, the consumer etc). You also need to know who you are speaking to, think about the target audience. What do they care about? What matters to them? Of course the copy and production quality is important! Working with a great coach and demo producer will help with all of that. And make sure you’re ready, too. Don’t drop a bunch of money on a demo if you’re just getting started. Practice and coaching comes first.  

4. You voice lots of radio stations, and I'm sure the copy can get repetitive. How do you keep it fresh, especially when you're saying the same phrases or reading copy for the same collective contests all the time?

Contests and certain phrases can be repetitive, sure, but I try to approach each piece of copy as if it’s a separate entity. Each station has a unique personality. The culmination of the on air talent, the imaging, the branding, right down to the station logo – these are all part of the look and sound of the station. Give the PD exactly what they want, and then give them more. Adlibs, alternate takes etc. Play around with it. You can have fun with the copy and often some of the best imaging at least in my opinion includes adlibs that weren’t on the script. So that helps to keep things fresh. And get on the phone! Talk to the PD. Get to know them and the station – it will help big time when you get in the booth.

5. What are your current goals as a voice artist?

I have two main goals as a voice artist. Number 1, to always super serve my clients. Whether that’s by providing fast turnaround time, or giving them those added value pieces like adlibs. I want to exceed their expectations. My second goal is to always be growing as a talent. Growing in two ways – I am actively auditioning for new work to grow my client base, and I am actively engaged in various professional development endeavors – coaching, networking, practicing. Always trying to be better than I was yesterday. 

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