Peter Baker has one of those voices you’ve probably heard a hundred times without realizing it— in games, animations, training videos, and TV ads across the globe. With roots in radio and a career that spans decades, Peter is more than a voice artist; he’s a communicator at heart, equally at home narrating documentaries or teaching executives how to command a room. In this Member Spotlight, we dive into his creative process, his outlook on a changing industry, and why staying curious (and fast to reply) is still his best strategy.
How did you first get into the industry?
I was 19 when I joined Piccadilly Radio, a regional radio station in 1975! As well as being an on-air presenter, I joined the commercial production department where I learnt the art of voiceover and voice acting. It was great fun and enjoyable.
Where are you based now and who do you work for?
I’m a freelance based at home with a broadcast quality studio in South Manchester, UK.
What is your personal background and what role did it play in your career?
I’ve always been into the media and presenting. As a child I even “played disc jockey” with basic equipment! I love to communicate. Today, I train senior staff from a variety of companies as well as VO work on the best ways to write, speak and to present. Plus dealing with the media.
If you weren’t in your current industry, what would you be doing?
It would still have to be something in communication. Probably a teacher or lecturer of some kind!
Can you explain your creative process? What makes it unique?
When sent a script to record in my broadcast quality voice booth and studio, I need to work closely with the client to find out the target audience, the style of voice that they hear in their head, any unusual pronunciations and technical facts like the duration of the recording and file type etc. I often record a short demo to make sure it’s OK.
Many international companies need a “Mid-Atlantic” accent these days, so it doesn’t sound too “British” to North American listeners, or too American to European listeners. I use this on the daily “Epic Economist” video on YouTube. Sometimes you disagree with the direction – but, of course, the client is always right!
How would you describe your style?
I used to be a BBC Newsreader, so I can offer straight “RP” accent, but also record often wacky character voices for animations and TV ads!
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
You probably won’t have heard of the names, but in the 1980’s I was so influenced and learnt a lot from the late Peter Wheeler, Chris Kaye and Mike Hurley. Plus John Munday has helped me a lot. These guys taught me how to use microphone and acting techniques essential to VO work.
What tips would you give to aspiring creatives looking for work?
Although there are some types of voiceover work now taken by AI – particularly training narrations as it’s cheaper and more flexible, there are so many great opportunities out there. I have many video-based training courses if you Google “VoiceoverMasterclass” and scroll down. VO work is varied, fun and can really be lucrative!
What tips would you give to other professionals to get more clients?
Always reply fast. People love professionals who are responsive. Also go the extra mile without being asked. If they want 2 short demos, give then 3. Remember also that if your client changes their mind, don’t blame them, it’s often your clients’ client who has messed you both about! Just be reasonable and work will return.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
I was once producing a series of the CBBC show Prank Patrol when one episode suddenly collapsed due to non-availability of the participants, the location pulled out, etc. We had to work fast to find a new story and location. It’s amazing how you can be really creative under enormous time pressure!
What kind of tools/kit/software could you not do without?
Adobe Audition, Premiere Pro and my trusty Neumann U87 microphone.
What’s your secret to staying inspired and motivated?
Taking advantage of the variety of work out there. Every day is wildly different.
What’s the work achievement you’re most proud of?
Probably the TV ads for USA television over the years, some US directors really are so ultra-passionate and they direct you so well in the voice both; understanding every slight nuance in your voice – they almost play you like a musical instrument!
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
Obviously AI has affected us all and will continue to do so. The genie can’t go back in the bottle; all of us have to continually change out offer and adapt – sometimes even needing to re-invent ourselves. At the end of the day, creativity will always win out!
What do you think sets apart truly exceptional creatives from the rest of the pack?
They lead and don’t follow. They think outside the box!
Any websites, books or resources you would recommend?
I have written a book and audiobook aimed at people to improve their English when it’s not their first language.
You’re welcome to check out my training courses here.
My voiceover work is on my site here.