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Male or Female, Young or Mature? Casting a Voice Artist by Age and Tone
23/10/2026
When a business books a voice artist, the first question is often "male or female?" It is a reasonable starting point, but it is only one of several choices that shape how your message lands. Age, tone and personality matter just as much, and thinking them through can lead to a far better result than simply picking the default.
Start with your audience, not habit
Many categories have a habitual voice: a deep male voice for trucks, a soft female voice for skincare. Habits are not rules. Ask who your listeners are and who they would trust or relate to. Sometimes the unexpected choice makes an ad stand out precisely because it breaks the pattern.
Thinking about age
Perceived age changes the message. A youthful voice can feel energetic, current and approachable. A mature voice can suggest experience, reassurance and authority. A voice in the middle often sounds capable and relatable. Consider the life stage of your audience and the role the voice plays. A retirement village and a music festival will usually call for different ages, though there are exceptions.
Thinking about tone
Tone is where the real character comes through. Useful words to describe tone include:
- Warm - friendly and caring
- Authoritative - confident and trustworthy
- Conversational - natural, like talking to a friend
- Energetic - upbeat and lively
- Understated - calm, subtle and cool
Pick two or three that describe your brand, and share them with your voice artist or agency.
Gender-neutral and inclusive casting
Some brands want a voice that does not lean strongly one way or another, or want to reflect the diversity of their audience. Discuss this openly when briefing. A good casting process will offer a range of voices and let you hear the options rather than assuming.
Using more than one voice
Two voices can work well for dialogue-style ads, for alternating information in long narration, or for separating a story from a call to action. If you use two, make sure they are clearly different in pitch or style so listeners can tell them apart.
Consistency over time
If your business advertises regularly, the voice can become part of your identity. Using the same voice artist across radio, video, on-hold and online content helps listeners recognise you instantly. When choosing, think about whether the voice will still suit your brand as it grows.
Listen with fresh ears
Shortlist a few voices and listen to their demos away from your desk, ideally on the kind of device your audience will use, whether that is a phone speaker, car radio or headphones. Ask a colleague who is not involved in the project which one they prefer and why.
Test the shortlist with your audience
Once you have narrowed the field to two or three voices, play the demos to a few people who match your target audience. Ask which voice they would trust, which they would remember and which suits the brand. You do not need a formal survey; honest reactions from a handful of listeners often reveal a clear favourite and stop internal debates from dragging on.
Find your voice
We represent male and female voice artists across a wide range of ages and styles from around Australia. Tell us about your audience and we will help you build a shortlist. Request a free quote today.