Video and visual images have captured the marketing space like no other media. With social networking and TV/Internet advertising becoming the most powerful drivers of marketing today, using the weight and voltage of the visual medium is being recognized as one of the most important strategies in advertising and marketing.
However, human beings are driven by multiple senses and though images are effective in of themselves while conveying a message, their impact can be enhanced with the use of other sensory inputs like sound. A good voice-over and memorable jingles can linger in our minds, but this is where music comes in. Our response to music is almost as immediate and overwhelming as our response to images and that’s why the best ads have a combination of superb images and memorable tunes.
You could have a great script, fabulous camera work and brilliant graphics – but if you don’t get the accompanying music right, it can spell disaster. The right music can hit a bull’s eye but if your melody selection is way off the mark, your message can be counter-productive and have a negative impact on your ad and ultimately, your product. Music is not a side order – in many ads it is the main course! That’s why it’s crucial to select the right music for your video.
It’s essential to keep some tips in mind before you pick the music for your video:
Emotions: Ads are targeted more at the heart rather than the mind! Analyze the emotions in your video, the tone, sentiment and feelings you want to convey and then pick your music accordingly. This will provide the audience and instant connection to your product. The rhythm, pace and genre of music are equally important in conveying emotions.
Quantity: You may or may not need music all throughout the video. If you have a voice-over, product sound effects or other elements in your video, wall-to-wall music can be distracting and might muddle your message. It’s better to balance out the parts that require music with the other components and select the appropriate types of music for each part.
Legalities: Stay legal – don’t violate copyright laws or use other people’s music without their written permission. If there are royalties to be paid and permissions to be sought do so before using the music and ensure they’re in place before your video is released. Free stock music is available in many online libraries, but it could be governed by terms of usage conditions. If you’re keen on using archival music or music that’s in the public domain created by the great composers, ensure that the rendition is not copyright to a performer. Some websites offer a pay-per-use facility, while others like Creative Commons may offer relaxed or conditional terms for commercial use. If it is in your budget, you may want to think about having original music created especially for you.
Run your selections past your creative team, friends and co-workers and gauge their reactions before making the final choice. Don’t make music an after thought – it could be the missing piece you have been looking for!