Radio Sales Café

I don't have a job in the radio business, but would love to make up jingles or commercials for the radio. Could someone please tell me how to go about this, where do I start? I have a good imagination and am creative. If possible I don't want to have to go to school for this.

Hi Gary,

If you don't go to school how are you going to learn music?  Or audio production?  However, if you're resourceful enough to learn elementary programs like Adobe Audition or Garage Band (for Mac), that's a start.

Once you've developed some rudimentary skills, you'll want to find an advertiser who might use your talents.  Plan on doing a LOT of stuff for free or at cost in the beginning to get your stuff heard.  Unless you're the next great advertising guru, you'll just be one of a dozen guys doing the same thing.  

Or you might try getting an internship at a local radio station.  You'll be doing a lot of grunt work but you'll be in the thick of things!  See if the Production Director will take you under his wing.  With luck, he'll have some music knowledge and can help you with jingles.  (Which, by the way, are quite passé these days.) 

If there was an easy way to do this, everyone would be doing it.  Good luck, Gary!

I agree with 99% of what Gary said.

I think jingles (if done properly) are very good... not passe (but that is my opinion)

I would go to a radio station in your area and let them know that you want to do this! If you came to me I would put you on my sales team! I think the BEST salespeople are people that are creative enough to solve problems for a client. Imagine if you could get paid a commission every month for the ideas!

John Small
www.MySunnyRadio.com

www.GreatRadioAds.com 

Thanks for your help, that's good information.

Hi Gary -

You sound like me 35 years ago!  I agree with most of the replies you've received, but strongly disagree that jingles are currently 'passe'...  I've been at this since 1977 and have seen jingles come in-and-out of fashion at least half a dozen times since then.  It should be stated that most of the so-called experts who claim jingles are in or out are usually with big ad agencies working with big national TV clients.  The fact is that local advertisers are using local jingles more than ever.  Why?  Because the advertising landscape gets more cluttered every day, and smart advertisers realize they have to do something unique to stand out, get noticed, and get remembered.

Every day I talk to clients who purchased jingles from us and have found them incredibly successful.  The most common comment I get is "Everyone in town can sing it!"

What IS out of fashion are jingles that sound cheap and cheezy, where the singers just sing words the announcer could have said, as opposed to using the real power of music and lyrics to sell the 'feeling' behind the brand, the 'emotional' connection to the potential customer.  

There's absolutely no denying the fact that we can all remember song lyrics much more easily than spoken words. That's why every one of us was taught the alphabet the same way as a child, with the 'ABC' song.  Because it works way better and way faster than without it.

So to answer your question - don't be put off by those who would say that jingles have had their day.  The scientific principle behind 'why jingles work' has not changed at all.  Only the music styles and production styles have changed.

Do some Google searching on the research studies that have been done into music and memory - there are lots of them.  The results are scientifically provable.  Not many things you can say that about.

Unfortunately, when it comes to writing jingles that WORK, there's no substitute for experience.  I tell clients every day that even after 35 years and 4,000 jingle clients, I'm still learning.  And I'm learning on their money.  Every time we do one, we learn a few more things and we get a little better.

You can take on-line courses on the business behind jingles, but learning what works in the marketplace (and what a client will accept) is a personal journey that takes time.  If you can't afford to dive in full-time, try to build it as a part-time business, funded by your 'day job'.  Talk to your local radio stations, or hook up with existing local music companies to apply as an entry-level apprentice.  If you don't want to go to 'school', learn from those who are already successful at what what you want to do.

Good luck!

What IS out of fashion are jingles that sound cheap and cheezy, where the singers just sing words the announcer could have said, as opposed to using the real power of music and lyrics to sell the 'feeling' behind the brand, the 'emotional' connection to the potential customer.