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Imagine you are at the cinema. What makes a happy family scene become the prelude to something tragic? How can a character walking along suddenly be in danger to the eyes of the viewer? It’s all about the music (think the opening scene of Jaws).
Music gives us an extra layer of information that we use to decode, read and interpret what we’re watching. In this way, it totally influences the feel of a video and its message.
When you are introducing a product or presenting your company in a corporate video, think about what you would like people to feel while watching: you’ll most likely want to attract their attention, by exciting, inspiring or motivating them.
But first, consider who your target bullseye viewer is: there’s no doubt that people identify with different styles of music depending on a number of factors. So ask yourself; what’s your company’s culture, concept and target audience? Who is the product or service you’re launching made for?
Why is music important for your corporate video?
Music will dictate the pace of the edit, as well as influencing the vibe and altering the perception of the video - but good music is not necessarily the centre of attention. Sometimes the perfect backing track is the one people won’t even notice, as it accompanies the video perfectly without standing out too much. Other times, the song will be prominent, taking the visuals to the next step and transforming the video into a whole experience.
Tips for choosing your corporate video music
When you have a voiceover or an interview, try to avoid music with vocals or prominent instrument solos - they could distract the audience who are trying to listen to what the person is saying. If you do use vocals, pay attention to the lyrics to see what the song is about and make sure it fits in the context of your video.
Also don’t be afraid of looping parts of the song to keep the piece consistent and even. Sometimes songs (especially pop songs) have a defined structure, whereby the beat or melody builds in certain points like the chorus, and that might not match the content of your video at that particular time.
Ensuring you have permission to use your chosen track
When downloading and using music from the internet for commercial and advertising purposes, you have to be careful to license the track you are using by paying a license fee. It’s also important to note that when you pay for a license, you need to purchase the right one for your video’s purpose. For example, the soundtrack for a video that will only appear on the web will be cheaper than one which will be broadcast in the cinema or television. Generally, your purchase is only intended for one use, meaning you must pay for another license if you want to use the same song on a different video.
There are various music libraries where you can access and browse music by genre, instruments, tempo, and mood. Amongst them are:
If you want to use a famous theme but you don’t have the budget to use it, keep in mind that compositions and music fall into Public Domain when the author has been deceased long enough (50 or 70 years in most countries) for their music to become public and free to use.
IMSLP Petrucci Music Library is a good place to look through public domain tracks.
Beware though - once you start researching tracks, it can be hard to stop! If you’re interested in getting some video work done for your business, you can rest assured the team here at Together Video have a vast knowledge of soundtracks to suit all video types, so why not let us do the hard work for you? Contact a video strategist today on 01 681 4440.