Your Story's Soundtrack: Why Music Can Make or Break Video
You’ve spent weeks planning and editing your video, and you finally think it looks pretty damn good.
But then you hear the music you’ve picked, and it feels off. That high-energy vibe you want to give off? Feels flat. That emotional moment? Missed.
The key to video music is that it isn’t just background noise; it’s the emotional engine of your video, and it can absolutely make or break the story you’re trying to tell.
Here’s our guide on why music in advertising matters and how to choose the right music for your video.
Why Music in Advertising Actually Matters
A massive myth is that music in advertising is just there to fill space. Its purpose is to evoke emotion, build brand recognition and make your message stick.
Whether you’re creating a 5-second teaser or a 50-second advert, the right music sets the tone of your video before a single word is spoken.
It reinforces your brand’s voice and identity while also helping with the pacing and flow of your video.
Let’s talk about what that actually looks like.
How to Choose the Right Music for Your Video
Don’t make the mistake of picking a track you think sounds really cool and slapping it on everything. Different content types need different music strategies.
Let’s break it down:
1. Corporate Videos
Corporate videos tend to carry a lot of information, so having a soundtrack that’s too heavy can overwhelm your audience.
You need to pick music that supports your message rather than competes with it.
Choose light rhythmic music that keeps things flowing or music that subtly builds up energy. Avoid distracting vocals or an overpowering bass.
Underbed tracks work perfectly for corporate videos. They’re instrumental tracks that are designed to play in the background, so they won’t overshadow your content.
2. Emotive Brand Campaigns
With these videos, you’re aiming for your audience to feel something. Music isn’t simply a background track, as it has the power to tell your story.
You want to choose a soundtrack that’s cinematic, textured and emotionally layered.
Opt for music that builds and swells with a melodic development. Real instrumentation is compelling in these types of campaigns.
This is where bespoke music composition really pays off. It enables you to create a unique soundtrack that aligns with your campaign, helping you stand out from the crowd.
For inspiration, check out our recent music content.
Social Promos
Before your audience even knows they’re watching, you need to hook them. Your music should be bold and attention-grabbing.
When picking your music for social media videos, go for something that hits instantly. Within 0.5 seconds is perfect to grasp attention.
If you’re stuck between a couple of options, choose the one that matches the energy of your cut.
Bespoke Music Composition: When the Track Is the Brand
Stock music isn’t always your friend.
Your content might need a unique feel, especially if you have a very specific brand identity. In this case, bespoke music composition can change everything.
Imagine music that rises with your edit, has beats that match your cut perfectly, and a tone that sounds like you rather than a generic sound.
That’s what bespoke music composition offers. It’s your chance to craft your soundtrack from scratch, giving you full creative control.
At STORM+SHELTER, we don’t just license tracks; we also compose original music in-house when a project needs it. Contact us today, and we’ll get straight to composing music that aligns with your video.
Music Licensing for Adverts: Don’t Get Burned
Yes, legal stuff matters. You might find a vibey track on Spotify, but you can’t just stick it onto your video.
Music licensing is the legal permission to use a piece of music in your content, whether it’s for commercial, broadcast or editorial use.
It can be a bit tricky, but here are the rules you need to follow:
Proper Licensing: Any commercial use of music requires proper licensing, even if it’s only a few seconds. You need master rights, which cover the actual recording and publishing rights which cover the composition.
Usage Scope: Confirm where and how you plan to use the music. For example, if your licence says ‘online only’, it doesn’t cover TV or cinema use.
Platform Music Libraries: TikTok, Instagram, and YouTube tracks are licensed for personal use, not branded or paid content. Using them commercially can result in copyright issues or muted videos.
Ready to Decide on Your Soundtrack?
Now that we’ve explored why music is so important in advertising, you probably can’t wait to decide on your next soundtrack.
If you’re feeling a bit stuck with it all, STORM+SHELTER can help.
Whether you need help sourcing the perfect track, navigating licensing, or crafting a bespoke score that gives your video real identity, we’re here to make sure your sound hits as hard as your visuals.
Contact us at content@stormandshelter.com or on +44 (0)2920 251255 to start creating your soundtrack today and check out our services.
