When working with brands, using good, quality music should be a given. Unfortunately, that’s not always the case. As the music world becomes more and more saturated, choosing the right music is essential to helping your video stand out among the rest.
To shed some light on a few of the reasons why quality music matters, we shot the breeze with someone who just made a video about it. William Litwa works at New Sky Productions, where he is in charge of post-editing for branded stories. If there’s anyone who can attest to the importance of giving that extra effort when it comes to music, it’s him. Here are a few of the takeaways we gleaned from the conversation.
People can tell when music is good.
Whether someone has spent a lifetime composing music or is just casual Top 40 listener, there’s a certain “it” factor that is noticeable to all when it comes to quality music. Litwa put it simply:
”I think of it in terms of why people watch Westworld and Game of Thrones. People love the show, and they know nothing about filmmaking. They don't know why it's good, but they like it. The same thing holds true for music in ads. It doesn't really matter if they understand that the music is better or why it works better for this or for that, it's that it does work better and it engages that client better.”
Music is a representation of your brand.
The kind of music you choose to accompany your story speaks volumes about how you feel about your brand. Devoting a little more time and resources to your music can be the finishing touch you need to successfully convey your message.
“I think the music has to be as on brand as everything else,” says Litwa. “I think if you’re going to spend as much money as you are on the rest of the production, it just doesn't make sense to go with really cheap music. I mean it's kind of like spending $500 to a thousand dollars on a really nice dress and then getting plastic jewelry to go with it.”
Music can create an emotional connection.
Music makes you feel things. What would scary movies be without the suspenseful and dissonant compositions in the background? Or romantic comedies without the dramatic, twinkling background music? The right song used in a story can create an emotional connection with the viewer. If you’ve assigned an emotion or two to your story, you’re already on the right track.
“It's just kind of going with your gut,” Litwa says. “I think by the time you get to the point in the project where you've shot it, you've looked at their website, looked at the previous content, you're in the editing phase, you're cutting through everything, at that point you kind of know instinctually what's going to work and what isn't. “
If you still need some convincing, check out New Sky’s video on “why good music matters.”