Study the market. Singing for TV or radio commercials or other forms of advertising requires the ability to go into a recording studio and sing from a custom-prepared script that includes music. It is a specialized skill that demands that you be able to perform on the spot, under the direction of an advertising manager or creative director. It is not the same as singing on a record or in a nightclub. Paid for by the hour or project, such work can be quite lucrative if you perform for major clients. Learn about the process and build your confidence that you can deliver when opportunity arises.
Prepare yourself. The talent market for TV and radio advertising is highly competitive. Create a resume that details any relevant experience or skills you have. If you're new, list your vocal training and any accomplishments. Provide references that can help set you apart from those who don't. Create a CD, DVD or MP3 that demonstrates your talent. Your work samples should include the specific types of work done for TV or radio stations, such as singing jingles or tag lines for advertisers.
Pursue advertisers directly. Large companies have individual brand managers that oversee the marketing activities of their specific brands. Mid-sized and small companies usually have advertising managers, who might or might not work with an outside advertising agency. Contact each company and ask who handles the hiring of on-air talent for their commercials and other programming, such as infomercials. Then follow up with that person and make your pitch.
Target advertising agencies. Ad agencies handle a number of clients that by definition advertise on TV and radio. The decision-maker within an ad agency, depending on its size, is usually the creative director or associate creative director. Call the agency and ask who is responsible for logging potential talent into their system. Then pursue that individual. The advantage of working with ad agencies is that if they value your abilities, they can employ your services for multiple, non-competing clients.
Look for work from talent agents. All large and mid-sized cities have talent agencies that specialize in finding talent for advertisers and other buyers. Identify the agencies in your area and pursue them. Like advertising agencies, talent agencies deliver the potential for recurring jobs from a number of advertisers or other clients. In addition, a professional agent will get you the best possible deal, such as residual payments, in addition to your upfront fee. In return, an agent will take a commission, usually 10 percent, of your earnings.
Target TV and radio stations. In smaller markets, TV and radio stations often hire talent directly. That's because they produce many of their local commercials in-house. In addition, TV and radio stations routinely hire talent directly for their own jingles, promotional spots and other marketing activities.
Join the union. To work as a professional for major broadcasters, corporate clients or advertising agencies, you'll need to be a member of the American Federation of Television and Radio Artists, known as AFTRA. For more information, consult its website (see Resources).