I grew up in a musical household--played every instrument, composed, constant music, sat in studios as an observer or participant in cities all over the country. This year I went to LA to support my mom's Grammy nomination for Best Jazz Vocal album. I know a lot about music, but I cannot tell you, on the spot, what type of music is best for your brand videos. The only people who can do that are your customers.
Taste in music is personal. Rhythms, notes, sounds all connect and resonate with us in different ways. This is why, time after time, in every video that has ever been done, music is often the most contentious issue. The process: The marketer gets the video cut, several different music options, plays the music options to the team, the team states what they like personally, and whoever has the best job title and loudest voice, usually makes the call. While many of these marketers look at it through the lens of what they like the most, the best lens to look through is that of the audience.
Here's a great analogy: It would be insane if the goal was to create a print ad and everyone listed their own favorite colors in the decision-making process. Color palettes are determined very early in the branding stages. Similarly, music and should be a part of the brand planning also. And just like other elements with the brand, it should be based on what story is told and which story resonates best with your audience.
- Use best practices: Think about a couple of songs for long videos. An anthem song for campaigns. Avoid using music with lyrics under voiceovers. Standardize the audio levels so listeners don't go deaf even though the track might be exciting.
- Create a video brand plan and include music as a category. If video is important to your content strategy, create a video brand plan section within your brand guidelines/visual center where you provide audio examples of what the brand sounds like. This way, the brand guidelines follow through on a promise to unite people around the brand.
- YOU are not the audience, and we're not so sure your interns are either! Your interaction with the brand prevents you from having a biased opinion. So seek out the opinions of your audience for music. Small focus groups with your audience base are great. (See our blog post on DIY focus groups! It's really helpful for this!)
Questions? Call us, or shoot us an email. We're happy to help and give some insights on what's worked for us!