Two voiceover quotes for the same 30-second script can be far apart, and both can be fair. The difference is rarely the voice itself. It is what the quote includes: where the ad will run, for how long, how many changes are allowed, and who pays for the studio. Once you know the parts, quotes become easy to compare.
- Voice talent is usually priced per word, per finished minute, per session or per project.
- Usage rights often matter more than the recording itself. Broadcast use across a long period costs more than a one-off internal video.
- Studio time, direction, editing and music are often separate lines. Check whether they are included.
- Agree revisions and pickups in writing before recording starts.
The main pricing models
Per word
Common for long, simple scripts such as e-learning modules, phone menus and corporate narration. Easy to estimate from the script. Less useful for short adverts, where a 60-word radio spot can take as long to get right as a 600-word narration.
Per finished minute
Priced on the length of the final audio. Often used for documentaries, explainer videos and audiobooks. Check whether it is based on the finished, edited length or the raw recording.
Per session or per hour
The talent is booked for a block of studio time, and you record as much as fits. Useful when you have several scripts or versions to record at once, such as a campaign with many radio spots.
Per project or per spot
A single fee for a defined job: one 30-second TV advert, or a set of three radio spots. Most common for advertising. It is the simplest to compare, as long as the scope and usage are written down.
| Model | Typical use | Good for | Check |
|---|---|---|---|
| Per word | E-learning, phone systems, long narration | Long scripts with little performance | Minimum fee for short scripts |
| Per finished minute | Documentaries, explainers, audiobooks | Content where length is known | Finished length or raw length |
| Per session or hour | Batches of scripts, multiple versions | Campaigns with many spots | What happens if you run over |
| Per project or spot | TV and radio adverts, brand films | Defined advertising jobs | Usage, revisions and versions included |
Usage rights: the part people forget
A voice recording is licensed for a purpose. The fee reflects how widely and for how long you will use it. The same read can be priced very differently depending on these four things:
- Medium. National TV and radio, digital and social media, in-store and events, or internal use only. Broadcast use usually costs most.
- Territory. Kenya only, East Africa, or wider.
- Duration. How long the advert runs, for example a few months for a campaign, or a year. Renewal terms should be agreed up front.
- Exclusivity. Whether the voice can work for a competing brand during your campaign. Exclusivity costs more and is worth it for a voice that becomes part of your brand.
A “buyout” gives you broad or unlimited use for a single, higher fee. It suits brand voices you plan to use for years. For a short campaign, it is usually more than you need.
From experience: the most expensive voiceover is the one you have to re-record because a script used for an internal video ended up on national TV without the right licence. Tell the talent where it will run, even if you are not sure yet.
What else changes the price
The talent
An established voice that listeners recognise from radio or TV costs more than a newer artist. A celebrity voice is a different category again and is usually negotiated through their management.
Language
English, Kiswahili, Sheng and Kenya’s other local languages all have their own pool of talent. Multilingual campaigns, common for national roadshows and activations, mean booking several voices or one voice for several reads. Ask whether translation and adaptation of the script are included or separate. Good adaptation is not word-for-word translation.
Studio and production
The talent fee may or may not include studio time. On top of that, consider a director or producer for the session, editing and clean-up, music licensing, sound effects and the final mix to broadcast specifications. A complete quote shows each line.
Revisions and pickups
Most quotes include a set number of retakes during the session. A “pickup” is a later re-record of a few lines, often because the client changed the script. Some talent includes one round of pickups; others charge each time. If the script changes significantly, expect a new fee.
Turnaround
Same-day or overnight delivery often carries a rush fee. Plan a few days of margin where you can.
How to brief and compare quotes
Send each supplier the same brief, so the quotes are comparable:
- The final script, with a word count and target length for each spot.
- Where it will run, in which territory and for how long.
- Languages and the number of versions (for example 30 and 15 seconds).
- The tone you want, with a reference clip if you have one.
- Whether you need studio, direction, editing, music and mixing included.
- Your delivery date and file formats.
Then line up the quotes side by side: talent fee, usage terms, studio, post-production, revisions, delivery. A low quote that leaves out usage or post-production is not cheaper. The same principle applies to any supplier, as our guide to how event planners charge explains.
Voiceover also sits inside larger campaigns. If you are recording for a roadshow or activation, our guides to roadshow activation ideas and choosing an experiential agency cover how audio fits the wider plan.
Mistakes that cost money
- Recording before the script is signed off by everyone, including legal.
- No written usage terms, then a dispute when the advert is extended.
- Not checking the pronunciation of brand names, product names and place names before the session.
- Choosing a voice from a demo alone. Ask for a short custom read of a few lines from your script.
- Forgetting the shorter cut-downs, then paying for a second session.
Need a voiceover or a full production?
Send us the script, where it will run and your deadline. We will cast the voice, run the session and deliver the final mix, with usage terms written into the quote.
Quick answers
How are voiceover rates calculated in Kenya?
Usually per word, per finished minute, per studio session or per project. The final fee also depends on usage rights, the talent, language, studio and post-production, and the number of revisions.
What are usage rights in voiceover?
They define where a recording can be used, in which territory, for how long, and whether the voice can work for competitors in that time. Wider and longer use costs more.
Does the voiceover fee include the studio?
Not always. Some talent quote for the voice only, and studio time, direction, editing and mixing are billed separately. Ask for each line to be shown.
What happens if we change the script after recording?
Small fixes are usually handled as pickups, which may be included once or charged each time. A substantially new script is normally treated as a new job.
