Meet Joan Baker | Founder of Society of Arts and Sciences

We had the good fortune of connecting with Joan Baker and we’ve shared our conversation below.

Hi Joan, what was your thought process behind starting your own business?
In the realm of show business, you’re essentially your own boss. My journey as a solopreneur began in NYC at 19 as a dancer, and the transition to voiceover work was a turning point. Freelancing had its freedom, but I yearned for a more self-sustaining career, I had control over my destiny. That ambition led my husband and me to create Push Creative Advertising, our award-winning boutique Ad Agency. Over 17 years, we thrived and worked diligently to solidify our path as an entrepreneur. Looking back, these experiences undeniably paved the way for my official entry into the world of entrepreneurship.

What should our readers know about your business?
The Society of Voice Arts and Sciences, co-founded by my husband and me in 2013, was established to highlight, elevate, and support the remarkable work of voice artists globally. Our mission is to promote diversity and inclusion, offer exceptional training, generate job opportunities, provide professional networking, give awards, and showcase the value voice actors bring to the global media, education, and marketing industries. These sectors generate trillions of dollars annually, yet voice actors often remain unseen and unrecognized. To address this, we host the Voice Arts Awards Gala, celebrating its 10th Anniversary on December 10th at the Beverly Hilton. This journey traces back to a childhood dream where I wished to meet people worldwide, visit their homes, and exchange lasting keepsakes. In my adult life, a version of that dream came true through the establishment of a globally recognized organization. We exchange keepsakes in the form of exquisite gold statues awarded to outstanding submissions, representing some of the finest work produced in the global industry.
It’s not just about being better than someone else; it’s about being your best. Nominees are as thrilled about their recognition as winners. The true reward lies in witnessing the positive impact on people’s lives and their appreciation for what we do. Many people send cards, gifts, and heartfelt well-wishes via social media throughout the year. My life has transformed into a bridge between people from all walks of life. It’s rather amusing because, growing up as a bi-racial girl in Marin County, California in the late 60s and 70s, I was probably the last person anyone expected to become a unifying force.
Tell us more about the Entrepreneurial side of your business.

Now, let’s talk about making sausage. An entrepreneurial challenge is securing funding through corporate sponsors. As a nonprofit, we lack the same passionate donations as organizations like the Red Cross or the American Cancer Society. The general public doesn’t rally over voice actors. While we explore charitable avenues, our primary focus is corporate sponsorship. Establishing an ROI that inspires corporations is key. Being a nonprofit helps, as corporations often want philanthropic ties, but their focus is ROI. We developed an engaging partnership that gives sponsors what they need for brand awareness. Our work is to clarify our narrative and unique selling proposition, defining how our audience matters to the sponsor’s brand, and present before a boardroom.
We’ve faced multiple sponsor denials over the years, but we persist. One year, the challenge reached a point where Rudy and I sold our condo to fund the organization and pulled off a spectacular Gala at Lincoln Center. This is where being a nonprofit plays a role, as the mindset is long-term and human-driven, not short-term profit. No self-respecting financial advisor would recommend such a risk, but in our case, it paid off, and the business paid us back over 5 years. It’s a lesson in persistence, resilience, and not giving up on your dream, with risk tolerance playing a role.
The quest for corporate sponsors and donors continues to be a daily puzzle. With a decade under our belts, our story is real and palpable, building trust. Entering our 10th Anniversary, we have relationships with major organizations like Meta, DreamWorks, NBC/Universal, Pandora, CBS LA, Audible, United Airlines, Sennheiser, Neumann, Backstage Magazine, and more. These partnerships extend to individuals who appreciate what we do and volunteer their expertise. We also have a Board of Directors and an international group of Ambassadors, all contributing to what was once two people behind the scenes.
In addition to the Voice Arts Awards, SOVAS oversees That’s Voiceover Career Expo (TVO), having spanned almost two decades, continues to be a key event in the voiceover industry. Our strategy is getting voice actors working. We’ve secured relationships with industry buyers to provide actual jobs, exclusive to our event. This year, we have six paying jobs, both union and non-union. TVO links theoretical learning with real-world jobs, with attendees learning from top voice talent and auditioning for jobs.

As an entrepreneur, I’ve learned that risks underscore the size of your dream. My brand and story are tied to the extraordinary power of my dreams. It’s the remarkable ability of dreams to transform lives that fuels my determination. I stand as a testament to the boundless possibilities that emerge when you not only dare to dream but also commit to the diligent work required to bring those dreams to life.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
This will be a classic and unforgettable week in NYC.

Day 1 – Classic NYC Welcome
Morning: Start with classic NYC bagels at Ess-a-Bagel.
Afternoon: Explore Central Park.
Evening: Broadway show in the Theater District.

Day 2 – Culinary Adventures
Morning: Brunch at Sarabeth’s.
Afternoon: A stroll a long The High Line, a unique walking vista of lower Manhattan
Evening: Dinner at Chez Josephine for a mix of French cuisine and jazz.

Day 3 – Art and Culture
Morning: Visit MoMA.
Afternoon: Bryant Park and the New York Public Library.
Evening: Jazz at Village Vanguard.

Day 4 – NYC Icons
Morning: Statue of Liberty and Ellis Island.
Afternoon: Battery Park and the 9/11 Memorial.
Evening: River Café for great food and skyline views.

Day 5 – Brooklyn Exploration
Morning: Brunch in Williamsburg.
Afternoon: Walking tour (and lunch) through DUMBO, Brooklyn Bridge Park, and Smorgasburg.
Evening: Music at BAM (Brooklyn Academy of Music).

Day 6 – Upper West Side Elegance
Morning: Breakfast at Zabar’s.
Afternoon: Walking tour Riverside Park (lunch on the Hudson) and bike tour of the Upper West Side
Evening: New York Phil Harmonic at Lincoln Center, and Dinner at Rosa Mexicano

Day 7 – Farewell NYC
Morning: Brooklyn Heights Promenade.
Brunch: The River Café.
Afternoon: Visit Brooklyn Botanic Garden and Brooklyn Museum
Evening: Dinner at Joe’s Pizza in Greenwich Village and tour Washington Square Park.

Who else deserves some credit and recognition?
My late parents, James and Mae Baker, even in their absence, continue to play a vital role in my life. They went above and beyond throughout my life, and as I peel back the layers of who I am, I’m more appreciative of their love, protection, and guidance. They’ve left an indelible mark on my heart and are with me every heartbeat. I’ve been fortunate to be guided and inspired by remarkable people, like, Artie Vipperla, a guru whose spiritual guidance goes beyond everyday self-help, and has been transformative. His work helped me heal childhood trauma and embrace the good things in life.
In my pursuit of mastery as a dancer, actor, and voice artist, I’ve worked with influential Master Teachers like the legendary, Wynn Handman, Oscar-nominated, Chazz Palminteri, and Master Dance teachers, Pioneer, Betsy Haug, and the extraordinary, Ann Reinking. Their wisdom enriched my self-understanding.
The person who has made the most profound impact on my life is my incredible husband, Rudy Gaskins. His unwavering support, endless inspiration, and belief in me have propelled my journey. It’s an honor to have such an extraordinary partner by my side, and I wholeheartedly credit my success to his presence in my life for the past 28 years.

Website: www.sovas.org

Instagram: https://www.instagram.com/joanthevoice/

Linkedin: https://www.linkedin.com/in/joan-baker-467984/

Twitter: https://twitter.com/Joanthevoice

Facebook: https://www.facebook.com/joan.baker.792/

Other: https://en.wikipedia.org/wiki/Joan_Baker https://en.wikipedia.org/wiki/Society_of_Voice_Arts_and_Sciences https://en.wikipedia.org/wiki/Rudy_Gaskins That’s Voiceover! Career Expo 10TH Voice Arts® Awards Gala

Image Credits
Joan Baker and Rudy Gaskins, Founders, Society of Voice Arts and Sciences