In the ever-evolving world of voice over artistry, one name stands out as a pioneer and mentor—Seun Shobo, also known as “The BrandMASTER.” With over two decades of experience, he has shaped the African voice over industry, empowering talents through training, advocacy, and innovation.
Seun’s journey is nothing short of inspiring. From a unexpected discovery during his college years to becoming the founder of The Voiceover Academy and The Voice Over Bank, his contributions have transformed the landscape for voice actors in Africa. His impact has been recognized internationally, earning him the prestigious Outstanding Global Voice Arts Influencer Award in 2022.
In this exclusive conversation, Seun shares his insights on the growth of the African voice over industry, the importance of authenticity, and his mission to amplify African voices globally. Let’s dive in!
Can we know Mr. Seun Shobo?
Seun Shobo is a young, great guy. I’m in my early 40s, from Ogun State, Nigeria. I’m married and blessed with two daughters. I started voice overs about 22 years ago. Apart from being a voice talent, I’m very creative and also have a background in branding, advertising, and PR.
This background helped me navigate the industry a bit more easily than many others. There’s nothing about the media I don’t know—whether digital or traditional. I’m very current with anything media, basically.
Where are you from and how does that affect your work?
My background in branding, PR, and advertising helped me. When I was about to start the Voiceover Academy and other things that I’m doing now. It helped me see all the loopholes that people were not seeing. There were voice over talents before me—to be very humble—but when I came and decided to do something about the industry, the impact has been felt. My background in branding, PR, and advertising played a significant role in shaping my journey. When I was about to start the Voice Over Academy and other ventures, it helped me identify the gaps in the industry that others weren’t seeing.
There were voice over talents before me—I’ll say this with humility—but when I came in and decided to do something about the industry, the impact has been felt. My experience made me realize that the industry lacked professionalism and visibility. Many people didn’t understand what voice over work truly entailed.
When people ask, “What is your strength as a voice talent today?”, I tell them it’s not just about voicing scripts—I consider the business of voice overs. As much as I love to voice scripts (I voiced one just last night), what matters to me is the value I command. Am I being paid what I’m worth? That’s the same awareness I help other talents develop. First, is your talent at the level where you can demand premium rates? And second, are you actually charging what you’re worth?
Many of my students at the academy have gone on to work internationally. Beyond that, I’ve also inspired others to take voice over work seriously—to see it as a profession that can sustain them financially if they approach it with dedication.
I love my culture, my language, and my country. I believe in one nation and love every tribe. That’s why, when you see me on an international stage, I’m either wearing Agbada or something distinctly African. Our culture as Nigerians is vibrant, beautiful, and rich. Rather than saying my Yoruba heritage has influenced me, I’d say my Nigerian identity has shaped me.
Does creativity run in your family, or are you the first to break into the media space?
My mom is a lawyer, but she spent most of her career in banking before eventually starting her own practice. I inherited a few strong qualities from my parents. My mom is very bold, and I learned boldness from her. There’s no one on this earth I can’t talk to. If President Trump were to walk into this place right now, I’d have a conversation with him.
She always told me, “Nobody has two heads. You can talk to anyone. Approach them and speak up!” So, growing up, I watched her fearlessly engage with people, and that shaped me. Of course, sometimes you feel nervous, but once I start talking, that’s the end of it—I get comfortable.
My dad, on the other hand, was courageous. I learned independence and entrepreneurship from him. He was a bold businessman—daring and innovative. When the pure water (sachet water) business started, he was among the first to dive in and made good money from it. Later, he ventured into pillow manufacturing and many other businesses. He was a true entrepreneur, always ready to try something new. He also entered politics and genuinely loved people. I see that trait in myself as well—I love people, I like taking care of them, and I ensure those around me are doing well.
What was the motivation to become a voice artist?
I started doing voice overs at 18, though my initial plan was to sing. I went for an audition intending to be a background vocalist, hoping to make extra money while in school. At the studio, the head of the talent agency heard me speaking and immediately took interest in my voice. He told me, “This voice must be on the radio!” and asked me to step into the booth and record whatever came to mind.
That moment changed everything. He created a demo for me and started submitting it to agencies. Before I knew it, I was getting calls for voice over jobs. I became a regular in Lagos studios, sometimes skipping lectures just to take on projects. My first paycheck was ₦3,500 for singing, then ₦5,000 for voice over work. Earning ₦15,000 in a week felt great at the time, and when I started making ₦100,000 a month, I knew this was serious business.
My breakthrough came in 2003 with the Skye Bank Saying YES to Your Dreams commercial. The ad became a national sensation, airing on CNN, TV, radio, ATMs, and IVRs for 15 years. Yet, I was paid only ₦15,000 for it. That experience was a wake-up call—I had talent, but I lacked business knowledge.
Determined to understand the industry, I dove into research—not just about voice overs but the business of creativity. I studied contracts, rights, negotiations, and branding. I also gained PR experience at CMC Connect, one of Lagos’ biggest firms, where I learned proposal writing and how to work with brands. In addition, I attended the School of Media and Communications, which gave me a structured approach to my craft.
At one point, I had multiple businesses—printing, branding, consulting—yet I kept hearing, “Your wealth is in your voice.” One day, I sat down to evaluate my earnings. My voice over income was double what I made from everything else combined, with far less effort. That was my sign to focus fully on VO.
Another defining moment came when I was invited to sing Nigeria’s Centenary song alongside Onyeka Onwenu. That opportunity, which took me straight to Aso Rock, was another testament to how my voice was opening doors I never imagined.
In 2017, I launched the Voiceover Academy to train aspiring voice artists and teach them the business side of the industry. Today, the top five names in Nigerian voice over are alumni of the academy, proving that success in VO is not just about talent—it’s about knowledge and strategy.
Can you share the inspiration behind Voice Over Academy?
I noticed a troubling trend of naivety in the industry. Voice over talents weren’t being respected. Some would go to advertising agencies, waiting and lobbying for jobs, which only made people treat them poorly. I told myself, No, this has to stop. I’m going to be one of the people who change it.
Some industry professionals weren’t happy about it. They questioned me, saying, “Why would you start something like that? Do you want to expose our secrets?” But I didn’t care what they thought. I had done my research, and I knew this would be the first-ever voice over academy in Africa.
Many people didn’t support the idea—only a few of my close friends did. Some would say, “Shobo, you’re my guy, but I think you’re being overly ambitious.”
People assume voice over is just about radio—just reading a script, and that’s it. But I always say, voice over goes beyond advertising. Right now, in Nigeria, it’s still categorized under advertising, which I understand because advertising is a major employer of voice over talent. However, voice over is much bigger than that.
Think about animation—it’s not advertising. E-learning isn’t advertising. Audiobooks, gaming—none of these fall under advertising. You can’t box all of that into one category. Voice acting should stand on its own.
Ultimately, my inspiration was to help people. It was about transforming an industry and changing the narrative. And I believe we’ve done that—strongly and successfully.
Has your style in voice over changed over time since Skye Bank?
Well, in the voice over industry, you have to evolve. You can’t just say, I’m a veteran or I’m an OG and stay stagnant—you have to keep growing. You need to stay updated on current trends and understand what’s happening in the industry.
For example, I never imagined that one day, I could also make money from being on camera with my voice. I always knew about off-camera work, but now the voice over industry has evolved into two main areas: the traditional voice economy and the creator voice economy.
The traditional voice economy includes the typical voice over work—radio, TV, documentaries, and similar projects. These are the conventional ways to earn from your voice, and they usually provide immediate income.
On the other hand, the creator economy involves using your voice alongside other skills to collaborate and create content. For example, if you’re a lawyer using your voice on social media to educate people about Nigeria’s constitution, or a chef narrating your cooking videos without showing your face—that’s part of the creator economy. Some people appear on camera, while others only use their voices, but both approaches can generate income over time. Unlike traditional voice over work, earnings in the creator economy may not be immediate, but they build up through views and engagement.
The great thing about this industry is that you can make money from both ends—the traditional voice economy and the creator economy. Since voice over has evolved so much, you have to grow with it. That’s why I constantly invest in learning. Since 2018, I’ve been attending seminars and conferences around the world. That year, I attended the world’s largest voice over conference. I had already made good money from voice overs, but instead of spending it, I reinvested it in myself. That conference changed my perspective, and after that, I no longer wanted to be a local champion.
I was later nominated for the SOVAS Awards in Hollywood, where I addressed a global audience in the voice over industry. That experience reinforced what I always tell my students at the academy—if your goal is just to be a local champion, then this academy is not for you. The purpose of coming here is to change your mindset.
You need to think globally. I understand that not everyone will go global immediately, and of course, you have to shine locally first. But your mindset must always be positioned for global opportunities. The world is a global village now, and we need to work and pitch on a global scale.
Some of our students have already achieved that. They’ve been selected for international auditions. Iyanu is coming out on Cartoon Network, and the lead actress, Sarah Johnson, is a Voiceover Academy alumna. In fact, seven of our alumni are part of Iyanu.
Like I always say, see your voice as one that you are blessed with in Africa but has the capability to spread around the world.
What was that defining moment for you in your voice over career?
For me, it was 2022 when I was in Hollywood. It was a humbling experience because, of course, I had big dreams, but I never imagined that I would be honoured with an award in Hollywood. That was massive for me.
When I arrived for the awards, I went to join the queue like everyone else. But as soon as they saw me, they pulled me out of the line and took me straight to the red carpet. A protocol officer escorted me, and before I knew it, I was being interviewed by different media houses. My pictures were all over the red carpet, and then they took me to the green room, where I met a lot of Hollywood stars. We had conversations, shared ideas, and connected on a deeper level.
Then came my speech. Oh my God, it was surreal! It felt like everyone wanted to talk to me, everyone wanted a picture with me. It was one of those wow moments—my dreams were coming true.
My staff and colleagues will tell you that I called it. I had always said, One day, they’ll call me. I’ll be sought after all over the world. And in 2022, it happened exactly as I had envisioned.
What inspiration can you give to beginners in the industry?
First of all, your voice is just 15% of the entire equation. A lot of people get carried away by the sound of their voice, saying, Oh, I have a good voice. That’s great—it’s a solid foundation, no doubt. But the remaining 85% is business.
If you don’t understand the business side of voice over, find someone who does. Get a business manager, or if you can’t afford one, then learn the business. Understand the core principles of the industry.
Many people sit around waiting for agents to call them, thinking jobs will just come their way. But in today’s world, with the democratization of opportunities through the internet, you can’t rely solely on that. Yes, connections help, but now, clients can reach you directly. You have to position yourself, market your voice, and understand the commercial aspects of selling your talent.
Another thing—many people want fame, but they don’t want to put in the work. Some may hear my story or see me in Hollywood and think, Ah, Shobo? I’m better than him! I have a better voice than he does. But that’s not what it’s about.
I’ve put in 24 years of my life into this craft. You can’t just start today or a year ago and expect to get the same results I’m getting. You might copy my style or my strategy, but when you apply it, you won’t get the same outcome. It doesn’t work that way.
That’s why I tell my students—put in the work! I have trained people who I believe are even better than me now, and that’s my real dream—to see an army of voice over artists who truly understand the value of their voices and are making money from it.
The Voiceover Academy alumni are a testament to that. Most of them put in hours of practice and research. Many are now facilitators, great teachers, and even guest speakers at other voice over institutions and conferences. That’s because we’ve taught them not just the surface-level tricks, but the core essence of the industry—what truly makes a difference.
From seizing an unexpected opportunity as a student to becoming a key figure in Africa’s voice-over industry, Seun Shobo’s journey is a testament to passion, perseverance, and purpose. His commitment to developing African voice talent and ensuring they have a place in the global conversation is truly inspiring.
What stood out to you the most from Seun Shobo’s insights? Share your thoughts in the comments below or connect with him through The Voice Over Academy.
If you’re an aspiring voice actor looking to refine your skills, be sure to explore the opportunities available at The Voiceover Academy. Follow him on: Instagram, Facebook, LinkedIn, Tiktok and X.
Stay tuned for more insightful interviews with industry leaders shaping the future of voice over in Africa!
A big thank you to Seun Shobo for sharing his time and expertise with us.