Why Custom Music Hits Differently
Music can have a significant impact on the tone of your project. In video, the same clip with different music can completely alter the messaging. Just look at how the music changes this sample footage. Not only does it change the general atmosphere, but also how the viewer sees the subject.
When it comes to music in videos, there are two routes to take: premade tracks (or what we call “needle drop" music) or custom music. And when it has such a big impact on a piece, adding custom music can really take your project to the next level. Here are some examples of when custom music really packs a punch.
CAPTIVE AUDIENCES
Events or large presentations are a great time to use custom music. If you have a captive audience, custom music can be used to hit the emotional cues you want your audience to feel.
LONG-FORM CONTENT
When we are talking about long-form content, which is typically defined as anything over ten minutes, custom music is a great way to manage pacing and keep interest throughout the piece. Using needle drop for long-form content would likely require repetition or the use of more than one track. Having custom music throughout adds a cohesion to your project which needle drop can’t always deliver.
TRADITIONAL COMMERCIALS
It’s hard to get people's attention nowadays, and when “Skip Ad” is so prevalent, creating custom music is a great way to hook a viewer. Having the right music in place can demand attention with both TV and radio.
INTROS AND/OR OUTROS
Hearing the first few notes of the Star Wars theme or the Marvel intro gets me pumped for what I’m about to watch. It’s branded audio consistency that signifies what you are about to experience. You can use your intros and/or outros to unify your project in a way that reflects both your brand and your project's tone.
So when it comes to custom music, especially in the applications mentioned above, why does it hit differently?
ELEVATION
If you are familiar with classical music, like the four concertos of Vivaldi’s Four Seasons, you know that music can tell a story all on its own. Adding that level of audio detail to your project enhances the quality of your storytelling. A close collaboration between your post-production team and your composer allows you to really dive into the nuances of your piece and control emotional pulls and energetic builds. Being able to transition between moods, completely change tone, or dial in frame-by-frame dramatic hits elevates your piece in a way that needle drop music is unlikely to achieve. And being able to adjust those musical elements as edits change throughout the review process gives you unique control over the quality of the final piece.
CONNECTION
Have you ever noticed how horror movies use the same types of drones and sounds throughout the genre? Or how classical music is often used to convey elegance? Or how a ukulele makes whatever you are watching seem joyful? That’s often because the composers behind those pieces understand the psychological effects of those sounds on the audience. The music provides the audience a sense of atmosphere, context clues as to geography or era, and guides the emotional nuances throughout the piece. It invites the audience to emotionally participate with what they are viewing. A composer on your team will help balance the art and science of crafting music that connects with your audience on a deeper level.
EXCLUSIVITY
With so many creators using the same music library sites, you are practically bound to have other content out there with the same music. When you are going all-in for your piece, the last thing you want is for your sound to be associated with another project and/or brand. Custom music creates exclusivity within your project. Remember, every jingle you’ve ever heard was custom music. And for better or worse, jingles can stay with you. Custom music can allow you to create something memorable and unique.
It’s important to note that custom music is not always the right option. For example, if your audience is going to primarily view your video on a mobile device through a social media channel, they likely have the sound off. In fact, according to Verizon & Publicis, a survey of U.S. consumers found that 92% view videos with the sound off on mobile devices. Custom music may not be worth the investment for that application. Additionally, quality custom music takes both time and money, so if you have a tight turnaround time or budget, it may be best to find a needle drop track that fits your message. At Tice Studios, we partner with quality royalty-free sites to serve those applications. But if your project fits into any of the categories or objectives above, having custom music can take your project to the next level, and we can help you there, too.
Considering custom music for your next project?
