Music has the power to change our perception of our favourite brands and choosing the right music for your advertising campaign can take the spot to new heights. The already whimsical visual of the Cadbury’s ‘Gorilla’ advert wouldn’t have been the same without the infectious drum break from ‘In The Air Tonight’ and José González’ version of Heartbeats is synonymous with multicoloured balls bouncing down a San Francisco street. Picking the right track is a real game changer.

But how do you do this? We got the Out/Standard music team to share their best tips on how to choose music for your commercial.

Be Emotional

We’re not suggesting that you get deep in your feelings when creating your content, but an awareness of potential emotive responses is key. The music should add to whatever mood you are trying to convey, be it on the nose or purposefully ironic. For example, if the mood of the advert is sad, an upbeat song may take away from the sadness. Try to think of the music as an additional character, one who is coming in to steer the plot of the commercial to a cohesive conclusion.

Set The Mood

This is where you can have a bit of fun and play around with different songs and styles of music. Build a sonic moodboard or playlist of a range of tracks that you like and think could work and explore from there. Try out everything from old and new, well known to hidden gems - this is your chance to really explore. Perhaps even try something completely unexpected and throw in some curveballs, as this could inspire a surprising feel that syncs really well for your commercial.

Importance of Music

Consider what role music plays in your commercial. Take the John Lewis Christmas advert for example, where the music choice is a topic of conversation for consumers and music tastemakers alike even before the ad comes out. In instances like this, the music should be discussed as early in the process as possible. Consider how critical the music is and how much the overall feel of the commercial changes depending on the music.

Planning

Starting to think about music as early as you can in the process certainly helps in making the process smoother. This could be in the form of sharing an animatic or early cut of the edit, this can really help guide a music supervisor and it helps them to get into the ‘psychology’ of the project. Alongside a description of the ambition of the edit. Are you launching a new product or is this a rebrand? Forward planning on any specific deadlines for the project will help to ensure the most appropriate response as some ways of working take longer than others.

Don’t Forget To Budget

Whilst it seems as though we have the entire history of recorded music at our fingertips, freely available doesn’t necessarily mean free to use. Consider how much you can actually spend on the music for your commercial and budget accordingly. If you put a famous reference track on the first edit and the client likes it, it will be very hard to replace it. So have a few budget friendly options on the table and be realistic about what you can afford from the offset. If it is a well known song by a hugely popular artist, expect a fee that is relative to their popularity! Remember the Out/Standard production music library is flexible on its fees depending on your usage terms. We can always provide a cost effective solution.

Who Is It For?

Consider who your target audience is and what their preferred genres might be. What music may a 18 year old student from Bath connect with that a 45 year old nurse from Glasgow may not? Who and what genres speak to them specifically and which speak to a broad range of demographics. Consider if there are any genres that would not resonate.

Check What Licence You Need

Before your commercial goes live, remember to dot your I’s and cross your T’s regarding the music licence. Ensure that your required rights are covered off by your licence or you might need to take your commercial down. What media is required? Which territories is the commercial going out in? Will it be geo-locked? How long will the commercial be live? These are all things to consider before it goes live. Out/Standard is all pre-cleared and royalty free, therefore it is ready to use music for your advertising campaign.

LISTS & GUIDES

What's The Difference Between Royalty Free Music, Copyright Free Music And Commercial Music For Advertising?

Related articles

Who Has The Coolest Music Merch?

How Has Tiktok Influenced Music Taste?

Bethann Hardison - A True Out/Sider

Ever Wondered What Your Favourite Beer Sounds Like? Did You Make Our Evening of Sensory Exploration?

Holly Williamson Interview - Head of Music Big Picture LA

Calum Brice-Stevens Interview - Music Supervisor @ Intermission Film

Gareth Molan Interview - Lead Trailer Editor/ HOP Coffee and Cigarettes

7 Step Guide On How To Choose Music For Your Advertising Campaign 🚀

Charity Partnership: The Juno Project