SiriusXM | Voices of Sonic Diversity
SiriusXM | Voices of Sonic Diversity
Led creative for industry-wide initiative challenging audio advertising's default to white voices. Transformed internal production process to achieve 50% minority voice casting within 18 months, while inspiring broader industry change.
Role: Creative Director
Insight: The audio advertising industry was perpetuating a bias by defaulting to white, young, female voices as "standard American," despite no true default existing. These unconscious casting choices reinforced sonic colour lines, while marginalising voices of colour.
My Approach: Led creative direction for audio and digital design, managing team of art directors, developers, and audio producers to create compelling campaign materials. Created platform for voice actors of color to share their industry perspectives and experiences through video and audio storytelling. Contributed to internal change public initiative, transforming Studio Resonate's casting practice evolution into industry-wide call for action.
Results: Achieved 50% minority voice casting within Studio Resonate campaigns in 18 months, proving sustainable practice change. Inspired clients, brands, and agency partners to take the pledge and reconsider their own voice casting practices. Raised industry awareness of unconscious bias in voice selection, positively impacting the broader voiceover community. Established moral leadership positioning for Studio Resonate while differentiating from competitors on diversity and inclusion values.
Role: Creative Director
Insight: The audio advertising industry was perpetuating a bias by defaulting to white, young, female voices as "standard American," despite no true default existing. These unconscious casting choices reinforced sonic colour lines, while marginalising voices of colour.
My Approach: Led creative direction for audio and digital design, managing team of art directors, developers, and audio producers to create compelling campaign materials. Created platform for voice actors of color to share their industry perspectives and experiences through video and audio storytelling. Contributed to internal change public initiative, transforming Studio Resonate's casting practice evolution into industry-wide call for action.
Results: Achieved 50% minority voice casting within Studio Resonate campaigns in 18 months, proving sustainable practice change. Inspired clients, brands, and agency partners to take the pledge and reconsider their own voice casting practices. Raised industry awareness of unconscious bias in voice selection, positively impacting the broader voiceover community. Established moral leadership positioning for Studio Resonate while differentiating from competitors on diversity and inclusion values.