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How can the right music make your video sing?

There are so many things that go into making a great video for your business. Capturing great looking shots to showcase your offering in its best light, for example, or filming engaging interviews that get to the heart of your values. There’s one slightly more overlooked piece to the video marketing puzzle though, and it’s no less crucial to the final product.

I’m talking, of course, about music. How we use music in videos is about a lot more than just filling silence. Here are a few ways in which it can play a crucial role in reinforcing the message of your video.

A music listening set-up, a set of vinyls records and a pair of headphones

Music sets the mood

Whatever mood you want to convey, the right music can enhance the emotional impact of your video. However meticulously the visuals are edited, it only takes a misjudged piece of music to completely break the impression you’re trying to convey. Thankfully, when it comes to finding the right music for a project, production companies like us have access to a number of great online music libraries. With these, we can filter by mood, tempo, genre, and countless other parameters to find the perfect sound to go with your vision.

Listen to the music we selected for the below video. For the event video documenting their “Revolutionising CX” event, Kerv wanted something upbeat and optimistic that would also reflect the sunny and vibrant London Zoo setting of the event.

Original music is a great way to stand out from the crowd

As convenient as music libraries are, there are projects we’ve worked on where the opportunity arose to get a bit more creative with the musical soundtrack. Working on the below video for the Royal Birmingham Conservatoire was one such example.

In showcasing the conservatoire’s state-of-the-art facilities, we commissioned original music from one of their own students. This gave us something more original and dynamic to cut the video to. During the editing stage, it allowed us to make choices that may not have fit so well with a more standard soundtrack.

Ultimately, the bespoke soundtrack gives the final video a fantastic sense of individuality. It's also great for subtly reinforcing the kind of great opportunities available to prospective students at RBC.

If you're interested in hearing more insights from Ember, why not check out the rest of our blog posts? And if you’d like to work with us or to know any more about how we can help your business, feel free to contact us.


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