Abe’s Audio launches Craft, a bespoke voice and sound arm

Production company Abe’s Audio has launched Craft, a specialist division offering bespoke voice casting, directed recording sessions, and sound design to agencies and creatives. The business made its name on fast turnaround, and Craft is its play for briefs that need more time and a higher production value.

Craft voice talent will be billed at traditional rates. The company said every fee includes the voice artist’s superannuation contributions, which it called an industry first, and said this cuts clients' admin.

“Craft takes the experience and service that we’re known for, and turns up the production value, offering bespoke voice talent & casting, directed production sessions and immersive sound design,” said Head of Client Service Britt Dolbey.

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How Craft will work

The Craft team has picked a roster of human voice actors for their tone and versatility. When a brief needs more options, it will work with other talent agencies.

Clients can direct talent and audio production in real time over remote links, or attend sessions in person at the company’s Sydney studio.

Chief Operating Officer Harry Badcock said the offer responds to client feedback about the work involved in sourcing freelance voices.

“Our clients have been telling us that some projects call for unique voices. But the hassle of finding, booking and recording freelance talent - sometimes with hit-and-miss home studios - takes valuable time they don’t have,” Badcock said.

Under Craft, he said, one call “sorts the talent, studio and edit bookings - so our clients can focus on the creative.”

For bespoke sound design, the company’s senior sound designers will build soundscapes from library and Foley sounds, stock music and original composition.

From AI voices to human casting

Craft’s focus on human talent reflects a different bet than the one it made two years ago. In July 2024, Abe’s Audio launched an ethical AI voiceover offering. It builds AI models of opted-in talent from its own roster, which clients use for guide reads and high-volume deliverables.

In March, the company brought in former ARN Chief Strategy Officer Lauren Joyce on a project basis. She is working as a strategic partner to win new client partnerships and shape the business’s next phase of growth.

Founder Abe Udy called the launch “an evolution for our business.”

“While we are known for fast service (we hate missing tight deadlines!), it’s nice to slow down and focus on the true power of audio. In a world filled with noise, crafted sound always cuts through,” Udy said.

Core services continue

Abe’s Audio’s existing Core voiceover and production services will keep running alongside Craft for agencies, broadcasters and creatives. The company has been operating for more than 25 years.

Disclosure: Abe’s Audio produces Mediaweek’s Newsmakers podcast.