Most singers know that networking is one of the most important tools available in the singing world. But when that networking opportunity arrives, how many of us have found ourselves tongue-tied? Unfortunately, many of us have trouble with the basics of introducing ourselves and talking about our experience and abilities. Make it easy on yourself—increase your chances for success while decreasing your level of stress by preparing a 30-second conversational commercial.
The goal of a good 30-second commercial is to interest someone enough that they say to you, “Tell me more about that.” To do this, you must simplify your introduction to make it easy for others to understand what you can do. No matter where you are in your singing career, break your experience down in a way that anyone, whether a general manager of an opera company or a music appreciator with little musical training, could understand it.
Here are the Five Steps to Building your 30-Second Commercial:
Put it on paper:
Write out a simple explanation of your voice type and your current career standing. If you have management, work that into your opening statement as well. This is not a resume, so keep it relevant and interesting.
Become a word minimalist:
Craft your commercial to fit as much as possible into a simple, short explanation. Remember that you want them asking to know more, not feeling overloaded with information. Share your commercial with your teacher, coach, or agent and get their feedback. Rewrite it until it is perfect.
Define your mission:
Briefly state your mission or area of expertise as a singer. This will convey your goals and approach to everyone you meet and allow them to see your vision and possible opportunities.
Develop your delivery:
Practice sharing your commercial with others until you can tell it in a compelling way without losing eye contact. You know the importance of practice in your musical preparation. Apply the same principles here, since talking can sometimes be more difficult than singing!
Prove your worth:
Have two proof sources ready to add to the commercial. For example, “I recently sang the role of Barbarina in The Marriage of Figaro with the Virginia Opera Company and have been invited back as Musetta in next season’s production of La Boheme.” Use specific examples as often as possible—they add credibility and prove you’re working toward your goals.
In a perfect scenario, you should introduce yourself with your 30-second commercial and use only one proof source. The second proof source would be used when they say, “Tell me more about that.” The appropriate response is for you to turn back to them and say, “Tell me what you do.”
Here are some examples to help you get started:
“Hello. I’m Jane Doe and I’m a coloratura soprano. I attended the New England Conservatory and am currently studying in New York City with Joanna Levy, head of the opera dept at Hartt School of Music. Last summer I was an apprentice artist with Central City Opera. The ‘Times’ gave me a great review as Adina in The Elixir of Love, and I have been invited back next summer.”
“Hello. I’m John Doe and I’m a tenor. I am managed by CAMI and specialize in contemporary music. I recently sang in the world premiere of Murray Boren’s opera Wuthering Heights. I am also a frequent soloist with the New Music Group of Cincinnati.”
A 30-second commercial is an invaluable tool that will help you make more meaningful connections in a variety of situations, including voicemail messages, e-mails introductions, and cold calls. Crafting this commercial will help you make more connections and make the most of every opportunity.
Edited for Classical Singer by Assistant Editor Sara Thomas.
