“Music is a language that doesn’t speak in particular words. It speaks in emotions, and if it’s in the bones, it’s in the bones.”
– Keith Richards
Whenever we listen to our clients (new and existing) talking about what they want their videos to be ‘like’, there will be lost of things they mention.
They want to get ‘these’ message across and include an interview with ‘this’ person.
They want it to help build trust in whoever’s watching it.
They want it to be professional, but fun and laid-back.
Whatever it is that they might want their video to be, it’s not often that they will talk about what music they want to accompany it. In our opinion though, the music is one of the most important choices you make when producing a good corporate video.
It can also be one of the hardest decisions to make when compiling assets for your video, especially as it can be hard to picture what the music will be like alongside the video content that will go in there.
The thing is, we think the music choice is one of the most important elements of any good corporate video. “But why?” we hear you ask.
Well, seeing as you asked….. The accompanying music track dictates so much about the video. It affects all of the following:
- Pace – how fast do you want the video to move through the messages you need to communicate?
- Tone – uplifting? Formal? Alternative? Humorous? The music choice will play a huge part in this.
- Style or types of shots used. If you want your video to feature lots of cinematic and epic slow-motion footage, the music track can’t be a fast-paced or humorous one as the styles will clash.
- Where the cuts are made. In any good video, the footage is cut around the music, not the other way around. There will be ‘peaks’ and troughs’ to any music track so we always ensure that these match the key ‘beats’ or sections of the video.
We will often at least have a style of music track in mind very early on in the creative development process, once we understand our client’s desired tone. Once you’ve done this, it also helps you think about what the different sections of the video are going to be so that you can shoot the right footage in the right way to fill these parts.
Of course one other point to highlight while talking about music choice, is that we usually use ‘non-commercial’ music tracks from the likes of Audio Network or Epidemic Sounds. Libraries like these have a much higher quality of music than they did in days gone by.
The reason we don’t often use ‘commercial’ music tracks (the ones you hear on the radio or listen to on your chosen streaming service) is a very simple one. Cost. Those tracks have to be ‘cleared’ for any corporate or commercial use and such clearance can be time-consuming and costly. Most commercial music tracks have a composer, performer and publisher, all of which have to be cleared – and paid – individually so it adds up! we know there are some producers out there who will use commercial music tracks on their clients’ productions, but this is a pet hate of ours – it can impress a client with the end result, but it’s illegal and is putting the client in an extremely risky position without them knowing about it, usually.
The majority of videos we produce have music in them but of course there will always be some that don’t. We just feel that a good music-bed contributes so much to the overall vibe of our films. It affects how viewers see our clients’ brand, product or service through the content we produce for them.
So that’s it – remember to Face The Music early on!