VOICEOVER CLIENT TESTIMONIAL: Voicing Higher Education: How a Rush Radio Spot for a College Reconnected Two High School Friends in Broadcasting
When you work as a professional voiceover talent in a radio or TV market for over 50 years, you get to know the commercial production teams —especially on the radio side.
That’s exactly what happened during my time in Buffalo, NY, where I voiced a plethora of radio (and TV) commercials and developed the kind of long-term relationships that come with genuine creative shorthand. You know, where someone calls and says, “Hey, can you do this?” and you both already know exactly what needs to happen.
The Buffalo Radio Landscape
There’s been a lot of change in radio in Buffalo since I left in 2016 – as there has been in every radio market in the country (like Raleigh, more home for the past 9 years). Cumulus, Townsquare Media and Audacy are the biggest radio station groups there now.
This story involves the Audacy group of stations (whose biggest stations in the market included WBEN-AM, WTSS-FM, WGR-AM, WKSE-FM & WLKK-FM & WWKB-AM). These aren’t just call letters—they’re part of growing up in Buffalo. I listened to these stations. My friends and family still do. Over the years, I have done a variety of spots for this radio group for a variety of Western New York clients.
What the Project Was
One time, an Audacy account executive asked me to do a rush for a local, independent college in town, Medaille College (the spot you hear in the video). The client liked it, the AE was pleased with the fast turn around and the spot had a good run.
The spot itself, promoting the college’s Business Administration programs to prospective students across Western New York, provided an interesting challenge in the announcer directions.
The tricky part about voicing higher ed spots is finding that sweet spot between credible and approachable. You can’t sound like you’re lecturing, but you also can’t sound like you’re selling something people don’t need. These are real people thinking about their futures, maybe nervous about a big decision. The voice has to feel like someone who understands that—someone they can trust.
For Medaille, that meant sounding genuine about what the school offers (which wasn’t hard—Medaille had been serving Buffalo students for a long, long time). Being from Buffalo myself definitely helped. There’s a connection to the community that just comes through naturally.
The High School Connection
But the person who got surprised by the Medaille spot was my longtime friend from high school, Matt Young, who was a Production Director with Audacy’s Buffalo cluster. Evidently my voiceover track made it onto his computer for post-production and he wasn’t expecting to hear me…he got a good laugh out of that surprise. Kind of a “hey…wait a minute!” moment.
It’s funny—our high school has produced way more doctors and lawyers than broadcasters. I can think of only two other broadcasters besides Matt and me who came from our school: Mark Russell and Tim Russert (both much more successful than us, but who’s counting?).
Matt and I always enjoyed when our broadcast paths would cross. He’s incredibly talented as both a producer AND a voice talent (and I won’t even bring up his great musical abilities). When someone understands both sides of the commercial production mic, the work just works. When we’d work on a production together, there was no overthinking, no three rounds of revisions (unless the client was….oh anyway).We worked well together and he was kind enough to say about me:
“Your professional performance and team attitude make you a pleasure to work with…thanks Peter!”
Matt Young, Production Director — Audacy
Hearing that from someone who’s been in the trenches as long as Matt has—and who knows the difference between a decent read and one that actually connects—that’s meaningful.
Why This Work Matters
I’ve always loved voicing campaigns for schools. Education isn’t just about filling classrooms—it’s about helping people see what’s possible for themselves. Medaille has been doing that in Buffalo for almost 150 years, offering accessible programs that help people build actual careers and lives.
And when your voice is running on stations like WBEN, WGR, and WKSE—stations that generations of Buffalonians have grown up listening to—you’re part of something bigger. You’re part of the conversation happening across Western New York.
Working with pros like Matt Young on campaigns for institutions that matter to my hometown? That’s not just another voiceover gig. That’s the kind of work that reminds me why I got into this business in the first place.
