Production Roles

When creating radio commercials there are many different production roles that need to be taken into consideration. In this blog post I will be looking at the roles of the creative producer; recording engineer; copywriter; voice over artists, eg voice actors, celebrities; session vocalists. 

Creative Producer - This job will consist of creating radio advertisements and station promotions for radio stations. It requires a high level of production skills and a great understanding of the creative potential of Radio and audio content in order to market products and services. 

The Commercial Producers work with a radio stations commercial clients interpreting briefs to create effective advertising. They will be expected to manage client briefings, generate and pitch ideas, write scripts or work with writers. They will cast voice overs and select relevant music. The will then organize and run recording sessions, edit and produce the finished commercial and any other advertising material. 

       

Although Radio Commercials Producers may come from radio or advertising backgrounds, there is no particular recognized route into this role.

Commercials Producers need to use their knowledge of their radio station brand, and their insight into the lives of listeners, to create successful advertising on Radio, and other relevant platforms.

Commercials Producers are also responsible for managing budgets, and for ensuring the efficient use of resources.

  Following this link will give you more insight into the job of a radio commercial producer.  http://www.skillset.org/radio/careers/jobs/article_7768_1.asp

  

Recording Engineer - This job would take place in a recording studio where you would make high quality recordings of music, speech and sound effects. You will be working with a lot of electronics and different music tracks. This job requires a good sense of hearing and an understanding of musical pitch, timing and rhythm. 

As a recording engineer you would use the correct equipment to record sound for many different uses. These include: commercial music recordings, radio commercials, corporate videos, websites, computer games and more. 

A typical day would include planning recording sessions with producers and artists, setting up equipment such as microphones in the studio, checking volume levels are correct, operating recording equipment and adding effects to tracks. You will log all of your details of the session into the studio archive.
With experience, there are also opportunities for you to act as the studio manager. 

There are lots of opportunities to develop your skills on the job when you're working in the studio. You should always keep up to date with changes in audio technology and equipment, and could also look into moving into sound for television and film. 

      

Copywriter - A radio copywriter will write scripts for radio commercials. This specialty demands a deep understanding of how people listen and respond to radio programming. 

It also requires a good sense of what makes a good attention-grabbing radio advertisement. A good Radio Copywriter will often have a background in radio production and will usually serve as both a writer and producer. They will oversee voice talent, studio production, and distribution of radio ads. 

Most radio ad scripts are written by employees of production studios. 

Voice Over Artist -  This is a production technique which is not part of the narrative. It is used in radio and is pre-recorded and placed over the top of a film or video and will be commonly used in documentaries or news reports to explain information. 

The use of voice-over in commercials has been popular since the beginning of radio broadcasting. In the early years before sound recording and mixing, announcements were produced live with the entire cast, crew and usually and orchestra too. 

Manufacturers will often use a distinctive voice to help them with brand messaging, often retaining talent to a long term exclusive contract.