The Art, Power and Future of Ghana’s Voiceover Industry

Voiceovers may often go unnoticed by the public, but they shape how we experience media, from commercials and films to brand campaigns and radio shows. On Culture Daily’s Big Conversation, hosts explored the art, business and future of voiceovers in Ghana with two industry veterans Ato Aikins and Yoofi Brew. Together, they shed light on an art form that continues to influence communication, advertising and entertainment across the country.

According to Ato Aikins, voiceover is “the art of bringing a script to life through your voice.” He emphasised that while many people assume having a nice voice is enough, true mastery requires skill, training and emotion. “You can’t just sound good you must feel the words,” he said. Aikins, who learned under established artists like Brew, highlighted the importance of proper diction, inflexion and projection to meet professional standards.

For Yoofi Brew, whose career spans over three decades, the craft has evolved alongside Ghana’s media landscape. He began his journey through jingles and sonic branding before transitioning into voice performance. “Back in the day, only the national broadcaster handled audio production and most voices came from journalists, not trained artists,” he explained. “When private radio arrived, talent exploded and that’s when the real art of voice performance began.”

However, both artists expressed concern over the decline in quality and professionalism in today’s digital age. “We are progressing in time but retrogressing in standards,” Brew observed. He attributed this to the rise of untrained voices dominating social platforms like TikTok, weakening brand identity and industry credibility. To counter this, both Aikins and Brew are championing a Voiceover Academy to train and certify new talents while strengthening the industry’s foundation.

As the conversation turned to technology, both guests agreed that Artificial Intelligence (AI) presents both a challenge and an opportunity. “AI can never replace the human touch,” said Brew. “It can assist with writing or editing, but it lacks the breath, warmth and emotion that make voices truly connect.” Aikins added, “AI is a tool it can help, but it can’t feel. The future of the industry lies in finding a balance between technology and humanity.”