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Commercial announcers bring products and services to life, using their voice to persuade and captivate audiences across various media. These unique professionals shape consumer perception and drive sales, making them indispensable in the advertising world. It's a dynamic career that blends creativity with business acumen, requiring a distinctive vocal talent and a keen understanding of marketing psychology.
$47,430 USD
(U.S. Bureau of Labor Statistics, May 2023)
Range: $30k - $90k+ USD, varying significantly by experience and market
2%
as fast as average (U.S. Bureau of Labor Statistics, 2022-2032)
A Commercial Announcer is a specialized voice actor who lends their voice to advertisements across various media, including radio, television, and digital platforms. Their core purpose is to deliver a script in a way that effectively communicates a brand's message, evokes specific emotions, and motivates an audience to take action, such as purchasing a product or service.
Unlike a general voice actor who might work on animation or audiobooks, a Commercial Announcer focuses exclusively on the persuasive art of advertising. They are not merely reading words; they are interpreting marketing briefs, understanding target demographics, and embodying the desired tone—whether it's authoritative, friendly, energetic, or calm—to sell a concept or product. This role demands not only a versatile voice but also a deep understanding of advertising psychology and meticulous attention to vocal nuance.
Becoming a Commercial Announcer requires a blend of vocal talent, technical proficiency, and a keen understanding of marketing. Qualifications for this role are highly varied. They depend heavily on the specific market, the type of client, and the desired level of specialization. Entry-level positions, often in local radio or smaller production houses, may prioritize raw talent and enthusiasm over extensive formal training. More senior roles, especially those in national advertising or for high-profile brands, demand a polished delivery, significant experience, and a robust portfolio.
Formal education, such as a degree in broadcasting or communications, provides a strong theoretical foundation and practical experience through university-run studios. However, practical experience gained through internships, community radio, or independent voice-over work often carries equal or greater weight. Many successful commercial announcers are self-taught or learn through specialized voice-over coaching and workshops. Certifications, particularly those related to audio engineering or specific voice-over techniques, can enhance a resume but are rarely mandatory. The industry values demonstrable skill and a compelling demo reel above all else.
The skill landscape for commercial announcers is constantly evolving. The rise of digital advertising and podcasting means announcers now need to be adept at delivering content for diverse platforms beyond traditional radio and television. This includes understanding nuances for social media ads, corporate narration, and e-learning modules. While traditional voice qualities remain important, there is a growing demand for authentic, conversational, and relatable deliveries, moving away from overly theatrical or formal styles. Announcers must balance a broad range of vocal styles with the ability to specialize in certain niches, such as explainer videos or character voices, to remain competitive.
Entering the commercial announcer field offers various pathways, from traditional broadcasting schools to self-taught independent voice artists. The timeline for entry varies significantly; a complete beginner might take 1-2 years to develop foundational skills and build a demo, while someone with related performance experience could transition in 6-12 months. Success often depends on your ability to consistently practice, build a strong demo, and network effectively.
Entry strategies differ by region and industry sector. Major advertising hubs like Los Angeles or New York offer more agency opportunities, while smaller markets might focus on local radio or production houses. Independent voice artists often work remotely, serving clients globally. Many aspiring announcers mistakenly believe natural talent alone is enough; consistent training, marketing, and business acumen are equally vital for a sustainable career. The hiring landscape values versatility, clear articulation, and the ability to take direction, with a strong portfolio often outweighing a formal degree.
Overcoming barriers like limited industry connections requires proactive networking and leveraging online platforms. Seek out mentorship from experienced announcers who can provide guidance and feedback. The market increasingly favors announcers who can deliver a range of styles, from conversational and friendly to authoritative and energetic. Focus on developing a unique vocal identity while mastering the fundamentals of commercial delivery.
The educational landscape for a Commercial Announcer emphasizes practical skill development over traditional academic degrees. While a bachelor's degree in communications, broadcasting, or theater arts can provide a strong theoretical foundation and cost between $40,000 and $100,000+ over four years, it is not a prerequisite for entry. Many successful commercial announcers pursue specialized voice acting or broadcasting workshops and private coaching, which typically range from $500 to $5,000 for intensive programs lasting a few weeks to several months. Self-study through online courses and free resources, costing $0 to $1,000, can also be effective but requires significant self-discipline, often taking 6-18 months to build foundational skills.
Employers in the commercial announcing field, including advertising agencies, production houses, and corporate clients, prioritize a strong demo reel and proven ability over formal credentials. They seek voices that can convey specific emotions, deliver clear articulation, and adapt to various scripts and brand tones. While university programs offer comprehensive media training and networking opportunities, specialized voice-over bootcamps and intensive workshops provide targeted training in mic technique, script interpretation, character work, and business aspects of the industry, often with higher direct job placement rates for this niche. These programs typically complete in 12-24 weeks.
Continuous learning is crucial for commercial announcers, involving ongoing voice training, accent refinement, and staying updated on industry trends and recording technologies. As the industry evolves, particularly with the rise of AI voice synthesis, professional development ensures announcers remain competitive. Practical experience, such as recording personal projects, interning at studios, or taking on non-paying gigs, is as important as theoretical knowledge. The ability to self-direct and market one's services significantly impacts career success in this field, with educational investments focused on honing a marketable voice and building a strong portfolio.
Compensation for a Commercial Announcer varies significantly, influenced by numerous factors beyond just base salary. Geographic location plays a major role; announcers in major media markets like Los Angeles or New York typically command higher rates due to increased demand and higher cost of living. Conversely, smaller regional markets may offer lower pay scales.
Experience dramatically impacts earning potential. Entry-level announcers start with foundational rates, while those with decades of experience, a strong portfolio, and a recognized voice can secure premium compensation. Specialization in niche areas, such as specific voice-over styles or languages, also creates salary variations.
Total compensation often extends beyond a per-spot or hourly rate. Many Commercial Announcers work on a freelance or contract basis, where their income depends on the volume and type of work. Larger advertising agencies or production houses might offer retainers or project-based fees that include usage rights. Benefits packages are less common for freelance roles but may be part of staff positions at larger broadcast networks or production companies.
Salary growth in this field is driven by consistent performance, building a strong reputation, and effective self-promotion. Announcers with unique vocal qualities or the ability to deliver a wide range of styles can negotiate higher fees. Remote work has opened up opportunities for geographic arbitrage, allowing announcers to work for clients in high-paying markets from lower cost-of-living areas. However, this also intensifies competition. While figures are presented in USD, international market variations exist, with local market demand and union agreements influencing rates abroad.
| Level | US Median | US Average |
|---|---|---|
| Commercial Announcer | $48k USD | $55k USD |
| Senior Commercial Announcer | $75k USD | $85k USD |
Career progression for a Commercial Announcer typically involves refining vocal performance, mastering various delivery styles, and expanding professional networks. Advancement often distinguishes between individual contributor (IC) tracks, focusing on specialized vocal talent, and leadership tracks, which involve directing other announcers or managing projects.
Factors influencing advancement include vocal versatility, the ability to interpret scripts effectively, and consistent delivery of high-quality audio. Specialization in particular niches, such as automotive, luxury goods, or public service announcements, can accelerate growth. Company size also impacts pathways; larger agencies or production houses offer more structured advancement, while smaller studios might provide broader exposure across roles.
Networking within the advertising and production industries, securing representation, and building a strong demo reel are crucial for career momentum. Continuous vocal training, understanding current market trends, and adapting to new recording technologies are essential for sustained success. Lateral moves might involve voice acting for animation or video games, or even transitioning into audio production or casting roles.
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View examplesCommercial Announcers find global opportunities in advertising, media, and e-learning, adapting their voices for diverse markets. This profession requires cultural nuance and linguistic flexibility for international campaigns. Global demand remains steady for localized voice talent across various industries. Professionals consider international work for broader exposure and specialized market access. No universal international certifications exist, but language proficiency and a versatile demo reel are crucial for global mobility.
Commercial Announcer salaries vary significantly by region, experience, and project scope. In North America, entry-level announcers earn $30,000-$50,000 annually, while experienced professionals command $70,000-$150,000 or more, often per project. Major markets like New York or Los Angeles offer higher rates, reflecting higher living costs.
European salaries range from €25,000-€45,000 ($27,000-$49,000 USD) in countries like Germany or France for full-time roles, with top talent earning €60,000+ ($65,000+ USD). The UK averages £25,000-£50,000 ($31,000-$63,000 USD). Many European roles are freelance, with rates per minute or project. Asia-Pacific markets like Japan or Australia offer $35,000-$80,000 USD, but purchasing power differs. Latin American salaries are generally lower, typically $15,000-$35,000 USD, though local purchasing power can make these competitive.
Salary structures also differ. North American compensation often includes health benefits and retirement plans, while Europe might offer more vacation time and universal healthcare. Tax implications vary by country; some nations have higher income taxes but provide more public services. Experience and a strong portfolio significantly impact international compensation. Some global production houses have internal pay scales, but most commercial announcing is project-based, allowing for rate negotiation.
Understanding current market conditions is vital for commercial announcers seeking stable careers. The industry has transformed rapidly between 2023 and 2025, driven by post-pandemic shifts in media consumption and the profound impact of AI.
Broader economic factors, such as advertising budget fluctuations, directly influence job availability in this field. Market realities also vary significantly by an announcer's vocal specialization, their ability to self-produce, and the specific industries they target, such as e-learning versus traditional broadcast. This analysis provides an honest assessment of these dynamics.
Commercial announcers face increased competition from AI voice synthesis, which offers scalable, cost-effective alternatives. Market saturation, particularly for general voiceovers, makes securing consistent work difficult. Economic uncertainty leads to tighter marketing budgets, reducing demand for human talent.
Finding opportunities that match specific vocal talents with evolving client needs also presents a challenge. Job search timelines for steady work can extend significantly in this environment.
Despite challenges, strong demand exists for commercial announcers with highly specialized vocal characteristics or niche language skills. Announcers who can perform complex character voices, provide authentic regional accents, or offer narration in less common languages find consistent work.
Emerging opportunities lie in interactive media, such as video game voice acting, metaverse experiences, and personalized audio content where AI still struggles with nuance and emotional range. Announcers can position themselves advantageously by investing in high-quality home studio equipment and mastering audio production software.
Developing expertise in specific industry verticals, like medical narration or technical explainer videos, provides a competitive edge. Underserved markets often include educational content for specialized fields or localized advertising for small businesses seeking a human touch. Certain skills, like improv and script adaptation, offer significant advantages in a market valuing authenticity.
Market corrections might create opportunities for announcers willing to explore independent contractor models or collaborate directly with content creators. Investing in continuous training for vocal versatility and digital marketing for self-promotion remains crucial for success in this evolving landscape.
The field of commercial announcing is undergoing significant transformation, driven by advancements in digital media, AI synthesis, and the increasing demand for authentic, diverse voice representation. These technological shifts and evolving market preferences are creating novel specialization opportunities beyond traditional broadcast and advertising roles.
Positioning oneself early in these emerging areas is crucial for career advancement and securing premium compensation in 2025 and beyond. While established specializations like general voiceover work remain viable, the highest growth and earning potential often reside in cutting-edge niches that leverage new technologies or cater to specific, underserved markets.
Many emerging areas, while nascent, are poised to become mainstream within the next three to five years, generating a substantial volume of job opportunities. Pursuing these specializations involves a calculated risk; they require investment in new skills and adapting to rapid change. However, the reward for early adopters includes significant competitive advantage and the chance to shape the future of the industry.
Making informed career decisions requires a clear understanding of both the benefits and challenges of any profession. Career experiences, even within a specific role like a Commercial Announcer, vary significantly based on industry sector, specialization area, and individual preferences. The pros and cons can also shift at different career stages; for instance, early-career challenges might evolve into mid-career advantages as experience grows. What one person considers a benefit, another might see as a drawback, depending on their personal values and lifestyle priorities. This assessment provides an honest, balanced overview to help set realistic expectations for a career as a Commercial Announcer.
Creative expression allows announcers to bring scripts to life through vocal delivery, tone, and character, offering immense artistic satisfaction.
Flexible work arrangements are common, especially for freelance announcers who can often set their own hours and work from a home studio, providing excellent work-life balance.
Commercial Announcers face unique challenges balancing vocal talent with marketing savvy. This section addresses the most common questions about breaking into this competitive field, from developing a distinctive voice to securing consistent work and navigating industry demands.
Becoming a Commercial Announcer typically requires a blend of natural talent and significant training. While no formal degree is strictly necessary, many successful announcers pursue voice acting workshops, broadcast journalism courses, or private coaching to refine their vocal delivery, diction, and interpretation skills. Building a strong demo reel is crucial, which can take several months of dedicated practice and recording.
The timeline to become job-ready varies greatly. For someone starting from scratch, developing a professional-quality demo reel and networking can take 6-18 months of focused effort. Securing your first paid commercial announcing gigs might take an additional 3-6 months as you build industry connections and gain experience. Consistent work often takes even longer to establish.
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.4k openings annually (U.S. Bureau of Labor Statistics, 2022-2032)
High school diploma or equivalent, though a bachelor's degree in communications, broadcasting, or related fields can be beneficial. Strong vocal training and demo reel are critical.
Commercial Announcers often work from a dedicated home studio, providing flexibility and control over their recording environment. They may also work in professional recording studios for larger productions or when direct collaboration with a production team is required.
The work is project-based, leading to variable schedules. Some days involve intense recording sessions, while others are quieter, focused on script review or marketing. Collaboration is frequent, often remotely via video calls, with producers, copywriters, and sound engineers. The pace can be fast, especially when meeting tight deadlines, requiring quick adaptation and a high degree of self-discipline.
Commercial Announcers primarily use professional audio recording equipment, including high-quality condenser microphones (e.g., Neumann U87, Rode NT1), audio interfaces (e.g., Focusrite Scarlett, Universal Audio Apollo), and pop filters to capture clean vocals.
Digital Audio Workstations (DAWs) like Adobe Audition, Pro Tools, Audacity, or Logic Pro X are essential for recording, editing, and mixing voice tracks. They also utilize soundproofing materials and isolation booths for creating a quiet recording environment.
File transfer services such as WeTransfer or Dropbox are used for delivering large audio files to clients. Additionally, they often use teleprompter software or tablet applications for reading scripts, and communication platforms like Zoom or Google Meet for remote direction sessions.
| Lead Commercial Announcer |
| $105k USD |
| $120k USD |
The job market for Commercial Announcers is undergoing a significant transformation, driven by digital advertising and evolving media consumption habits. While traditional broadcast media still requires announcers, the growth areas are increasingly in online platforms, podcasts, and digital content. Demand for compelling voice talent remains steady as businesses seek to connect with audiences through audio branding and engaging narratives.
Specific growth outlooks are tied to the expansion of digital marketing and content creation. The proliferation of streaming services, audiobooks, and corporate video content creates new avenues for announcers. However, this growth is accompanied by increased competition due to lower barriers to entry for remote talent. The supply of aspiring announcers often outstrips the demand for consistent, high-paying work, making it a competitive field.
Emerging opportunities include specialized voice work for AI applications, e-learning modules, and interactive media. Announcers who can adapt their delivery for diverse digital formats and who possess strong home studio capabilities are well-positioned. Automation and AI are a growing factor; synthetic voices are becoming more sophisticated, potentially impacting demand for more routine or lower-budget projects. Future-proofing in this role involves continuous skill development, focusing on unique vocal characteristics, and mastering different performance styles that AI cannot easily replicate.
This profession can be cyclical, heavily influenced by advertising budgets and economic conditions. During economic downturns, advertising spend may decrease, impacting work availability. Geographic hotspots for Commercial Announcers remain major media production hubs like Los Angeles, New York, and Chicago, though remote work has broadened the playing field. Announcers must continuously refine their craft and actively market their services to secure consistent work in this dynamic environment.
Performs voiceovers for various commercial projects, often under direct supervision. Follows specific script directions and takes guidance from producers or directors. Records segments for local advertisements, radio spots, or online content. Impact is primarily on individual project delivery.
Develop fundamental vocal techniques, including breath control, articulation, and pacing. Focus on interpreting basic script directions and delivering clear, concise reads. Build a foundational demo reel showcasing versatility in tone and style.
Delivers high-quality voiceovers for a wider range of commercial projects, including national campaigns and complex narratives. Works with minimal supervision, often interpreting scripts with greater autonomy. Provides creative input during recording sessions and collaborates closely with producers and clients. Affects the overall quality and impact of significant advertising campaigns.
Master advanced vocal modulation, character work, and emotional range. Cultivate strong sight-reading skills and the ability to self-direct during recording sessions. Expand networking within the advertising and production industries, seeking out agents and larger campaigns.
Leads major commercial projects, often serving as the primary vocal talent for key accounts or brand campaigns. Directs other commercial announcers on complex projects, ensuring consistent vocal branding and quality. Manages client relationships, participates in casting decisions, and contributes to strategic planning for vocal talent. Drives the creative direction and overall success of large-scale commercial audio productions.
Develop leadership skills, including mentoring junior announcers and providing constructive feedback. Focus on understanding client brand identities and translating them into vocal performance strategies. Engage in business development, securing new clients or projects. Explore opportunities for directing other voice talent.
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View examplesCommercial Announcers have high remote work potential, as recordings can occur from home studios. This trend has accelerated global hiring for voice talent. Legal and tax implications arise when working across borders; individuals must understand their tax residency and potential double taxation agreements. Time zone differences require flexible scheduling for international team collaboration.
Digital nomad opportunities exist in countries like Portugal or Estonia, offering specific visas for remote workers. Many advertising agencies and production companies now hire talent globally, focusing on voice quality and language skills rather than location. Remote work can impact salary expectations, as companies might offer rates based on the talent's location or the client's market. A professional home studio, reliable internet, and high-quality equipment are essential for international remote commercial announcing.
For Commercial Announcers, common visa categories include skilled worker visas or business visas for short-term projects. Popular destinations like the US, UK, Canada, and Australia require sponsorship from an employer for long-term work. European countries often use national work permits, sometimes requiring a job offer first. Education credential recognition is less critical than a strong portfolio and relevant experience in this field.
Visa timelines vary from a few weeks to several months. Applicants submit documents, attend interviews, and meet financial solvency requirements. Pathways to permanent residency often involve several years of continuous employment. Language proficiency is crucial, especially when announcing in a target language, and some countries require language tests. There are no specific fast-track programs for commercial announcers. Family visas are available for dependents, but the primary applicant must meet all eligibility criteria.
Hiring patterns for commercial announcers show a shift towards specialized vocal talents and niche markets. The demand for generic, all-purpose voices is declining due to advancements in AI voice technology, which provides accessible and customizable audio solutions for many businesses.
Economic conditions and tighter advertising budgets mean fewer large-scale commercial campaigns, impacting job availability. Companies increasingly seek announcers who can deliver authentic, conversational, or highly character-driven performances that AI cannot yet replicate effectively. This emphasizes the need for unique vocal qualities and strong acting skills.
Generative AI and sophisticated text-to-speech models are significantly affecting this profession. These technologies handle routine announcements, corporate narrations, and even some digital advertising, reducing the need for human voices in these areas. Employers now prioritize announcers with strong audio editing capabilities, home studio setups, and a deep understanding of digital distribution platforms.
Salary trends are stabilizing for highly specialized or in-demand voices, but generalist announcers experience downward pressure on rates due to increased competition and AI alternatives. Geographic variations are less pronounced due to remote work normalization, yet major advertising hubs still offer more on-site opportunities. Seasonal hiring patterns often align with advertising campaign cycles, with peaks before major holidays or product launches.
As AI voice synthesis becomes more sophisticated, there is a growing need for commercial announcers who can train, refine, and ethically manage these digital voice models. This specialization involves providing voice samples, directing AI performance, and ensuring that synthetic voices maintain human-like nuance and emotional range for commercial applications. Announcers in this field also play a critical role in addressing copyright and consent issues related to voice data.
The rise of immersive experiences, including virtual reality (VR), augmented reality (AR), and the metaverse, creates a new frontier for commercial announcing. This specialization focuses on delivering spatial audio announcements and interactive voice prompts within 3D digital environments. Announcers must understand how to convey information and emotion effectively in non-linear, user-driven narratives, ensuring seamless integration with virtual commercial content and brand experiences.
With global markets becoming increasingly interconnected, there is a rising demand for commercial announcers who specialize in culturally nuanced and multilingual voiceovers. This area goes beyond simple translation, requiring announcers to understand and embody the specific cultural tones, inflections, and communication styles of diverse target audiences. This ensures that commercial messages resonate authentically and avoid misinterpretation across different linguistic and cultural contexts.
The podcasting and digital audio content boom has created a distinct need for commercial announcers who specialize in native advertising and integrated brand storytelling within audio narratives. This involves delivering sponsored messages that blend seamlessly with the content, often requiring a more conversational, authentic, and less overtly 'commercial' tone. Announcers must be adept at building rapport with listeners while subtly promoting products or services.
The increasing focus on accessibility and inclusivity across all media platforms drives demand for commercial announcers specializing in audio description and accessible voiceovers for visually impaired or cognitively diverse audiences. This niche involves not only clear, concise delivery but also an understanding of how to convey visual information purely through sound. Announcers must provide descriptive narration that is accurate, evocative, and enhances the comprehension of commercial content for all users.
Diverse project opportunities exist, ranging from national television spots to local radio ads, online videos, and corporate narrations, keeping the work varied and engaging.
Relatively low overhead costs are possible once initial studio equipment is acquired, particularly when working from home, compared to other creative professions requiring large physical spaces.
Skill development is continuous, as announcers refine their vocal range, acting abilities, and technical production skills with each new project, fostering ongoing professional growth.
The ability to work remotely from almost anywhere with a good internet connection and a studio setup offers significant geographical freedom and reduces commuting time.
Building a recognizable voice and brand can lead to a unique professional identity and a loyal client base, creating long-term career stability for successful announcers.
Inconsistent work availability means income can be highly variable and unpredictable, as work often comes in bursts or depends on securing individual projects.
Intense competition for voiceover roles requires constant self-promotion, networking, and auditioning, making it challenging to secure steady, high-paying work.
Rejection is a constant part of the job; many auditions will not lead to bookings, requiring resilience and a thick skin to handle frequent setbacks.
Voice strain or injury is a risk, especially with demanding scripts or long recording sessions, necessitating careful vocal health management and regular rest.
The need for a professional home studio or regular access to one represents a significant upfront and ongoing investment in equipment, software, and acoustic treatment.
Working in isolation is common, especially for home-based announcers, which can lead to a lack of direct colleague interaction and potential feelings of loneliness.
Client feedback can be subjective and sometimes contradictory, requiring announcers to adapt quickly and maintain a professional demeanor even with challenging revision requests.
Earnings for Commercial Announcers vary widely based on experience, location, and the type of work. Entry-level announcers might earn per-project rates ranging from $50 to $250 for local spots. Established professionals working on national campaigns can command hundreds or even thousands per session. Most announcers operate as freelancers, meaning income can fluctuate significantly from month to month.
The work-life balance for Commercial Announcers, especially freelancers, can be unpredictable. You might have intense periods of auditions and recording sessions, followed by quieter spells. Flexibility is key, as recording sessions often happen during standard business hours. While you often work from a home studio, managing client demands and self-promotion requires consistent effort beyond recording time.
Job security in commercial announcing relies heavily on consistent self-promotion, networking, and adapting to industry trends. While the demand for voice talent remains high for advertising, competition is intense. Announcers must continuously update their skills, invest in quality equipment, and actively market themselves to maintain a steady stream of work. Voice-over platforms and talent agencies can help connect announcers with opportunities.
Career growth for a Commercial Announcer involves expanding into different voice-over genres, such as narration, corporate videos, animation, or audiobooks. You can also specialize in specific commercial niches like automotive or retail. Many announcers aim to work with larger advertising agencies or secure recurring roles for major brands. Building a strong reputation and a diverse portfolio opens doors to higher-paying and more prestigious projects.
Yes, remote work is very common for Commercial Announcers. Many professionals operate from home studios, connecting with clients and agencies virtually. This setup offers significant location flexibility, allowing you to work with clients worldwide. However, it requires a professional-grade home studio setup, including a sound-treated space and high-quality recording equipment, and strong self-discipline to manage your own schedule and client communications.
A key challenge for Commercial Announcers is maintaining vocal health and versatility. You must protect your voice, which is your primary tool, through proper technique and rest. Another significant challenge is adapting to diverse client demands and interpreting scripts accurately to convey the desired tone and message. The field also requires constant self-auditioning and dealing with rejection while maintaining a positive outlook.
A growing field with similar skill requirements and career progression opportunities.
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