Excellent advice from voice actor, Rachel Fulginiti, on why it's absolutely critical for voice actors to pay close attention and do your homework.
While it seems glaringly obvious that if you audition for commercials or vido games, you should actually listen to commercials on TV and radio or play a few video games, you'd be surprised how many actors we've run into over the years who cop the attitude that Rachel talks about, i.e., being "above" watching TV or radio, or playing games.
When you walk into the session and already know about the client and the product, you'll come across as being that much more informed and professional, and a whole lot easier to work with from the directors point of view. As Rachel says, "...it’s my business [as a voice actor] to know what’s out there," and we couldn't agree more!
By the way, same advice applies to animation, audiobooks, promos, documentaries, or any other genres of voiceover you want to audition for. To know how it's supposed to be done, you need to listen to lots of examples of voice actors who are among the best in their particular genre.
Rachel Fulginiti: "I don’t fast–forward through commercials anymore. I study them. All the time, even when there’s no gig or audition. Because that’s not only my competition, but my barometer; my connection to the pulse of what’s happening in my field."