Music is one of the most important features of a video advertisement, yet it is often something thought about late in the process. Music enforces the tone of your video, provides video continuity between scenes and, importantly, allows for an easier emotional connection with the viewer.
Because of its importance, you are probably thinking about how to go about picking the best music for your video. We here at Wooshii have therefore put together a list of five of the key things to think about in terms of music for your advert.
5 Considerations When Choosing Music For A Video Advert
1 – Quality
The first point is on quality. No matter how you use music or what style you use, the audience is much more likely to forgive poor quality audio than bad visuals.
Wooshii recommends that you use audio with a minimum of 320 kbps. This will be the same quality as most of your iTunes library, so just make sure that the music you use is crisp and clear.
You might be showing the video at an event, in which case the audio quality is all the more important. Imagine a room full of people ready to watch your video but when you press play they can’t hear a word. Good quality audio will ensure that your message can at least be heard and, with any luck, understood too.
2 – Structure (and Continuity)
Music can mediate between otherwise disjoint images by providing a seamless underscore to the images. By supporting the structure the music can put emphasis on the key parts of the advert, but how can this be done without composing music specifically for the ad?
This can all be achieved with the use of looping music. Music that has a steady beat and heavy use of repetition is great, because you can then essentially copy and paste (or cut) the music to suit the length of your video. Looping music is also less distracting, but drives the narrative forward.
3 – Mood and Style
What style of music should you use?
There is no simple answer to this question, as for each video a different music style can be used.
Music should add to the advert’s aesthetic value. The music should match the key theme(s) of the product you are advertising. Visuals with complementary music make for much more effective and memorable videos.
Sounds and Instruments
In terms of particular sounds, particular instruments and music genres are synonymous with different moods. For example:
- A ukulele, high guitar or high piano means the music will likely evoke a happy and uplifting tone.
- Dance music is modern, current and youthful.
- Classical music can mean premium quality products, but also may not connect with a youthful audience.
- In this case, you could consider a remixed or sampled classical piece. British Airways did this well with their Flower Duet Advert to appeal to the masses.
The important thing here to do is to know your target audience. What you personally think of as good music may not necessarily be attributed to your target audience’s tastes.
4 – Background or Accompaniment?
You need to choose whether the music will be background accompaniment or the driving force of the narrative.
If you are using a voice-over, chances are that the music will need to complement the narration without distracting from it. This can be achieved through using bed music or music without a melody.
Alternatively, the music could be a driving force of the narrative, in which case it needs to be more prominent. A melody could be effective here, but still you want the focus to be on the video content rather than the music.
5 – Jingles and Bookends
Finally a quick note about jingles and bookends.
These tiny sound bites can become synonymous with brands, so for your business are a good idea. Think T-Mobile, McDonald’s, Green Giant, Danone, the list goes on. When used well they can be memorable, showcase your branding and identify the video as distinctly ‘yours’. The jingle may become a part of every one of your videos, so make sure that viewers won’t find it annoying after the second hearing.
Keep the jingle snappy (3-5 seconds) and use it to accompany your logo. Ben Neidle states that because they are so short, the ‘instrumentation or sound design is almost more important than the melody’. Bear this in mind when creating your jingle.
Hopefully you will now have more of an idea for what style of music you need for your video. If you have any questions drop a comment below.
This has been a guest post by Wooshii. Check out what they do here.