Choosing the right soundtrack for your video project should include a strategy. Whether you need music for social media or music for documentaries you should always back your decision with the What? Who? and Why? What are you creating the video for? Or what is the purpose of the video? Who is the video for? Why are you creating the video or what is the call to action? In this article, we will focus on 5 tips that will help you answer those questions and give you a clear strategy the next time you have to choose music for your video project.
Branding is a huge part of any video content. From the logo animations to the lower thirds and the music for video editing (link to library), all these elements reflect a brand’s identity so having clear branding throughout a video is necessary for any project. The music in a companies video is just another extension of the brand. Let’s take a corporation for instance, what does typical corporate video music sound like?
It’s typically instrumental with no lyrics, stringed instruments, and typically symphonic. That is the professional sound that they are trying to communicate. That is a part of their brand and who that company is. On the other hand, you have companies like Nike who are targeting a younger crowd who uses more upbeat music genres and pop music.
Branding and target audience usually go hand in hand. Your branding should be geared towards your target audience, but sometimes your target audience might vary. Having a clear direction on who your audience is will help you to choose the style of music that is appropriate for your viewers. The target audience can include viewers age, gender, platform preference, buying habits, etc.
You want to target the interests of this audience the best way possible. A great example is this Mountain Dew Commercial: Mountain Dew Commercial Music. In this commercial Mountain Dew is targeting a younger audience and so for the outro they use the popular rap song by Jay Rock titled “Win”. Once you have chosen the target audience for your video you have answered who the video is for.
Once you have dialed in who your video’s target audience is, it’s time to think about what your video is trying to communicate. Maybe you are trying to show a companies culture, promote a product, or educate people on a service that you offer. No matter what you are communicating your music will also have a message that it is communicating, so making sure that these messages are consistent is very important.
For example, if you wanted to promote a bowling alley where people go to have fun, it would be the wrong choice to be playing a downtempo or sad instrumental. That doesn’t communicate fun! You would need to choose music that is lively and full of energy. Once you have a strategy for what you are trying to communicate then you can move on to emotion.
There is a lot to be considered when choosing the right music for your video project, but here at WolffScore, we believe if you follow these 5 tips it can save you a lot of time and effort. Our business is set up to help you to save time from sifting through thousands of songs and delivering you the professional music you need in an easily navigable platform.