The GDS is a fee list for voice artists in Germany that has grown over decades. Take a look at the history below - then you will better understand what GDS is - and what is not ...
The GDS was formerly known as the “Hamburg List”. It was brought into being by different constellations of voice artists and recording studios in Hamburg. Due to their democratic and representative character, the calculation proposals worked out in small groups were quickly accepted by all market participants. This principle still applies today.
The GDS is not a club or association of which one can become a member. Therefore there are no membership fees. It's about the solidarity statement. Anyone who gets involved in any form does it on a voluntary basis.
Die GDS ist aus der Praxis und den daraus resultierenden Erfahrungswerten heraus entstanden. Sie soll dabei helfen, eigene Preise festzulegen und zu verhandeln.
Yes of course. In fact, you should urgently think about your market value. The GDS reflects the experience of many years. Nevertheless, there are many speakers who have their own prices and differ significantly from the GDS.
No, everything is voluntary. No small print ...
The supporters come from all areas of audio producers and audio users. But Voice Artist Agencies and Associations are also involved. You would like to take part in the exchange and support togetherness. Balanced results can only be achieved if all sides are heard. Transparency is the top priority.
Every activity for the GDS is voluntary.
You didn't come in, so you don't have to leave either. You decide for yourself how you use the information from GDS for yourself.
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e.g. agencies or productions - need planning security. Often the scope of use of the campaign cannot be foreseen in advance. Even though the fee is negotiated individually, a consensus customary in the industry on the possible types of use and their weighting is of great advantage for customers.
calculate the projects at a time when the participants - such as speakers - have not yet been selected from a creative point of view. In this phase it is essential to calculate with a guideline value that is based on the experience of the industry.
The clients, in turn, appreciate that too.
launched the GDS - originally the Hamburg List. It makes it easier for them to communicate with clients / recording studios and provides the framework for uncomplicated collaboration.
Dies gilt besonders auch für die Definitionen und das Wording.
It's hard to imagine nowadays: the agencies - mainly from Frankfurt and Düsseldorf - came to Hamburg (by plane, of course) and produced radio spots. Why this? In Hamburg, a lively scene of talented speakers had established itself through the diverse theater landscape, various TV productions, the top advertising agencies and, last but not least, the NDR and Studio Hamburg. There was a large selection of good voices - that was simply well received. The recording studios (at the very front, of course, Studio Funk) were able to distinguish themselves as radio spot specialists with this offer.
In order to be able to calculate the productions reliably in advance, a kind of price list for speaker services has been created over the years. Some speakers have started with it, recording studios then put it together, and other speakers have joined this price list.
Very important: the prices are based on practice. They were more or less defined by the benefit of the customer. So they had a high level of acceptance and were quickly able to establish themselves across the board.
The designation "Hamburg List" was created by the non-Hamburgers. The Frankfurt and Düsseldorf producers have always spoken of the “Hamburg List”. You could now calculate the spots perfectly in advance. For the people of Hamburg that was just the speaker price list. But when this term became established in the course of time, the people of Hamburg also called the price list the “Hamburg List”.
The changing types of use and customer requirements have changed the fees over time. From the experiences of the individual speakers, the Hamburg list was able to reflect this process.
Thanks to the balanced process, the “Hamburg List” retained its representative character.
Outside of Hamburg, the request arose to rename the Hamburg list. It has meanwhile been used throughout Germany for fee negotiations.
The “Hamburg List” was renamed GDS - Fee List for German Speakers. How this name came about can no longer be traced - now it is there ...
The GDS is therefore a fee list that has grown over many decades. It was not constructed in any back room but has developed together with the users on the market. As a result, GDS also stands for the industry standard for remuneration for voice services.
Also for the customers, i.e. the producers and especially the advertisers, payment that is customary in the industry is of great interest. Because incalculable additional demands do not lead to surprises, should the usage turn out to be greater than planned. This is an extremely important aspect for customers. But even disproportionately low fees are not in the interests of customers.
The GDS therefore reflects the experiences of the past and thus provides orientation.
The recording studios, voice agencies and voice management help the client to find the ideal voice for his project. This happens under creative auspices. After the selection, the specific fee is requested from the speaker. Only then can the final production costing take place.
Thanks to its association structure, the VDS (Association of German Speakers) has the opportunity to democratically discuss information about changes in, for example, uses. The members can exchange their experiences with new ways of using their performances and thus adapt to the changes in the world of production.
Share your experiences. Because communication is always the first step.
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Thanks for the photos! They stand on behalf of all speakers. The more face the GDS gets, the better it is for everyone. Send your photo (mentioning the photographer) to email@example.com and support the common appearance.