From 1925, White took part in a radio show sponsored by the tire company B.F. Goodrich for its Silvertown cord tires, which featured a 'Goodrich Silvertown Orchestra' and an unnamed tenor wearing a silver mask across his eyes.
Intended for advertising, the show drew a large number of listeners who were asked to guess his identity, which was not revealed until 1930.
He then performed as "Joseph M. White, Radio's 'Silver-Masked Tenor'", making numerous recordings.
His repertory largely consisted of well-known Irish songs from traditional sources and light contemporary ballads, and this regard resembled much of the recorded repertoire of John McCormack.
In 1943, as White was preparing for a comeback on radio, he slipped on a wet floor and broke his left leg, which was then amputated.