In-Perpetuity Will Not (Always) Kill You in Voiceover
You’ve been lectured, scolded, accosted, reprimanded, castigated, lambasted, and threatened with ex-communication from the otherwise harmonious land of Voiceover Kool Kids if you dare agree to in-perpetuity. But you need to know that it’s quite often the standard in many use cases. And, even more often, a great way to find quality collaborators!
In-Perpetuity IS A Thing
Let’s clear this up right away: in-perpetuity is standard in many aspects of voiceover work. Most of the time, it means that your voice can be used within the confines of the project you signed up for until the end of time. That’s not inherently evil, especially if the usage doesn’t interfere with other work or income opportunities.
But—here comes the critical exception—paid placement advertising is DIFFERENT. This is the red flag, the big asterisk, and the reason why voice actors are taught to tread cautiously when in-perpetuity pops up in commercial contracts.
Why the Exception for Commercials?
Are You Being Greedy?
Absolutely not. Advocating for yourself in these instances isn’t about greed; it’s about survival in a competitive industry. You’re not a diva for wanting fair compensation; you’re simply ensuring your livelihood as a professional voice actor.
Let’s unpack why this is so crucial.
Protecting Your Voice—and Your Livelihood
They’re Paying to Keep Your Voice Away From Their Competition
Think of it this way: if you’re a serious brand, you want a voice that feels unique to your product or campaign. Imagine Coke hires me to declare, “Coke is It!” Then, in the very next YouTube pre-roll, my voice cheerily announces, “Pepsi, the choice of a new generation!” That’s a brand’s worst nightmare.
And while the soda wars might feel like a relic of the past, the principle is still alive and well in advertising today. A voice tied to a major brand is an audio signature—an extension of the creative campaign’s uniqueness. Brands don’t want to share that signature with their competitors.
For instance, this Honda commercial has definitive terms for how long it can be used with my voice in paid placement. But that same spot can also sit on a Honda-owned YouTube channel forever.
Many Creatives Already Get It… Some Don’t
The good news is that many clients and creatives understand why in-perpetuity doesn’t work for paid commercials. But occasionally, you’ll meet someone who doesn’t—and that’s okay! This is your chance to educate them.
Explain it like this:
- For brands: Exclusivity ensures their message remains distinct in the market.
- For voice actors: Agreeing to in-perpetuity in paid advertising creates conflicts that prevent future work.
Here’s an example: say McDonald’s wants to run a commercial using your voice in-perpetuity. If you agree, you’ll need to disclose that conflict to any other fast-food brands that come calling. Suddenly, Burger King’s “Have it Your Way” campaign or Wendy’s next witty spot are off the table. That’s leaving a lot of cash—and opportunity—on the table.
Commercial Campaigns Are Usually Short-Lived
Here’s another key point: most commercial campaigns don’t run forever. Sure, there are exceptions (hello, “Can you hear me now?”), but most advertising spots are relevant for a year or two at most.
When clients understand that they’re unlikely to use the same ad indefinitely, they’re often open to adjusting their terms. Most creatives, once they’ve heard the reasoning, are happy to work with you. They get it—they’re professionals too. And when they’re reasonable and understanding, you know you’ve found a collaborator worth working with.
If they insist on paid placement in-perpetuity without budging, that’s a red flag. It’s probably a collaboration you’re better off skipping, no matter how tempting the upfront payout may seem.
When In-Perpetuity is Perfectly Okay
The key to navigating in-perpetuity is understanding where it’s appropriate. I’ll make it easy for you. It’s appropriate just about everywhere except paid placement advertising.
Let’s break down some examples where in-perpetuity is perfectly fine—and often the standard:
1. Owned Media
This includes things like a company’s YouTube channel, website, or internal training videos. For these projects, in-perpetuity usage makes sense because the content isn’t competing in a high-stakes advertising landscape.
2. Corporate Narration
If you’re voicing an explainer video or an onboarding module, the company is unlikely to create conflicts for your other work. These projects often have long lifespans, and that’s okay—they’re not paid placements.
3. Documentaries or Nonprofits
Documentary narration or nonprofit campaigns often rely on evergreen content. If you’re voicing a documentary about climate change or a fundraising spot for a wildlife organization, in-perpetuity ensures the message continues to reach audiences for years.
4. Video Games or Animated Series
When you voice a character, in-perpetuity usage often applies to that specific game or series. The content doesn’t typically conflict with other work, and it’s understood that you’re tied to that character within that project’s universe.
What About Broadcast?
Broadcast voiceover work can sometimes blur the lines. Think radio imaging, promos, or station IDs. These often include in-perpetuity clauses but come with clear limitations on where and how the content is used. The key is ensuring those limitations are explicitly outlined in your agreement.
Don’t Fear the Term—Understand It
The word “in-perpetuity” shouldn’t automatically send you running for the hills. The key is understanding its implications for each specific project. Here are some steps to navigate it effectively:
- Ask Questions
Don’t be afraid to clarify what “in-perpetuity” means for the project. Does it apply to owned media only? Is it limited to certain territories or mediums? The more specific the terms, the better. - Educate Your Clients
If a client requests in-perpetuity for paid placement advertising, take the time to explain why it’s problematic. Most clients will appreciate the transparency and adjust their terms. - Know Your Worth
If a client insists on unreasonable terms, be prepared to walk away. Protecting your voice and livelihood is worth more than a one-off gig.
Building Relationships with Quality Collaborators
One of the hidden benefits of navigating in-perpetuity effectively is finding great collaborators. The clients who are willing to listen, learn, and compromise are often the ones you’ll want to work with again and again.
A solid working relationship with an agency or production company can lead to repeat projects, glowing recommendations, and opportunities to expand your portfolio. These relationships are worth far more than squeezing every penny out of a single job.
In-Perpetuity Isn’t Always Fatal
While in-perpetuity can seem like a scary term, it’s often harmless—and sometimes essential. By understanding where it’s appropriate and pushing back where it’s not, you can protect your voice, your livelihood, and your future opportunities.
For production companies and ad agencies, this is your opportunity to be part of the solution. By working collaboratively with voice actors to set fair terms, you’ll not only get the best talent for your projects but also build lasting relationships with professionals who know they’re working with collaborators of the highest caliber.