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Talent Manager Aya Maruyama - from Celia Siegel Management - Makes the Magic Happen!!!

Mastering Voiceover Negotiations: Insights from Aya Maruyama

We had the pleasure of speaking with Aya Maruyama, a master negotiator and part of Natasha's management team at Celia Siegel Management. Aya's expertise in negotiation has empowered us to take control of our rates and confidently navigate client interactions. We want to share some of the valuable insights and tips Aya provided during our conversation.

Aya's Background and Approach

Aya is not just a negotiator but also a voice talent manager. She brings a unique perspective to negotiations, balancing the needs of clients and voice talent effectively. Her educational background in public relations and music business has equipped her with a solid foundation in negotiation strategies, which she applies to her work in the voiceover industry.

The Importance of Education in Negotiation

Aya emphasized the importance of education in negotiation. She noted that many voice buyers are not trying to exploit voice talent but often lack an understanding of industry standards. Educating clients about rates and industry practices is key to establishing a fair and positive working relationship.

Negotiation Strategies and Tips

Starting with Industry Standards: Aya always starts negotiations with the industry standard rates, using resources like the GVA rate guide and SAG rates as a reference. This sets a benchmark for the negotiation and establishes the value of the talent's work.

Flexibility within Reason: While sticking to industry standards, Aya remains flexible within reason. She is open to adjusting rates based on the client's budget and needs, as long as it aligns with the talent's worth.

Balancing Emotions: Aya highlighted the importance of balancing emotions in negotiation. She advised talent to know their bottom line and be willing to walk away if the offer is below their worth.

Tools for Negotiation: Aya mentioned that voice talent have various tools for negotiation, such as adjusting usage rights, run times, and market reach to fit within the client's budget while maintaining fair compensation.

Client Interactions and Communication

Aya stressed the significance of open communication with clients. She recommended leaving room for clients to negotiate back, allowing for a collaborative and mutually beneficial agreement.

Staying Informed and Educated

To stay informed about industry trends, Aya regularly attends conferences, webinars, and reads publications like the Morning Brew for general world knowledge. She also highlighted the importance of taking negotiation classes to improve negotiation skills, which can be beneficial for voice actors seeking to enhance their business acumen.

Challenges and Overcoming Obstacles

While Aya has not encountered clients who completely ghost after presenting rates, she acknowledged that some negotiations can be challenging. However, by maintaining open communication and a willingness to find common ground, most negotiations can be successful.

Aya's insights into negotiation provide valuable lessons for voice actors looking to navigate the complexities of client interactions and rates. Her emphasis on education, communication, and flexibility serves as a guiding light for anyone seeking to master the art of negotiation in the voiceover industry.