Why Music Plays an Important Role in Video

Music touches us; it is a universal language of humankind. Whether it is being listened to or performed, it is incredibly unifying. Music grants us feelings we cannot convey by simply talking. The influence music has on human emotion makes it an extremely powerful tool for us in the world of marketing or for anyone who produces video.

The Importance of Music in Video Production

Music in video can serve several functions. It can help craft a wide range of emotional responses from an audience, create rhythm for clips and scenes, and emphasize the overall story, even in marketing. Music adds to the experience of a video, regardless of whether it is a blockbuster film, television sitcom, advertisement, or brand video.

a woman capitivated by music, showing the importance of music in video production
Unsplash.com Bruce mars @brucemars

If you are having trouble understanding the importance of music in video, imagine you’re watching a movie, television show, or commercial, silent except for dialogue.

Although some films use this technique to convey a sense of gravity or silence, most of the time, it can be highly uncomfortable to watch.

When you’re producing a commercial or another video to market your business, most of the time you want to make your audience as comfortable as possible. A video created specifically for a business might include music so the audience feels at ease and develops a connection to the company.

The Role of Music in Your Video

Music plays a vital role in video; it is one of the most crucial steps in post-production and is an excellent way to capture attention and communicate your brand.

Although music is a key component in video, a beginner may overlook its importance or choose a song just because they like it, which is detrimental to the success and quality of a video. Experienced editors effectively choose music that enhances the video and communicates the main message.

Given the thousands of songs that exist, choosing music for your video may seem intimidating, but it is going to help your video and your brand more than you can imagine.

As you start to develop your video, the information outlined below can help you better understand why music plays such an important role in your video, and how to choose the right music for your video and brand.

Music Captures Attention

Music holds the attention of an audience; it shapes emotion and motivates viewers. Whether it is inspirational or sad music, it can be used as a signal to help viewers know what to pay close attention to and how to feel.

Music builds value, making a product more memorable as the music lingers in a viewer’s mind. Whether it’s a high-energy brand video or a down-to-earth explainer video, you want your music to be personalized instead of using generic stock music.

Stock music is a less expensive alternative to the use of well-known music in a video. However, a lot of stock music sounds almost the same; using it might not make your video or company memorable. 

For example, commercials and radio stations use original, catchy jingles to establish their brand and make them recognizable to audiences. Using music to establish an emotional connection with a brand increases brand recognition and drives customers to discover and share more of your brand’s content.

Music can give your business the boost it needs in order to win the war for attention and develop a genuine relationship with viewers.

Music Communicates your Brand

Music is a key component in conveying your business and brand message. Music speaks volumes about your brand, which is why the role of music is so important in video.

Both puns intended, the music accompanying your video must be in tune with your message. Every choice you make surrounding your business conveys something about your brand, including music!

If you are making multiple videos within your company, the music can vary quite a lot from video to video. It’s one of the things that helps distinguish your videos from each other. Music reinforces the specific message your brand is trying to convey to an audience and reveals your brand’s personality.

Audio headphones
Unsplash.com Alphacolor @duck58cth

Music also establishes moods and elicits certain emotions. With the right music, you can make someone associate your brand with a certain feeling, enabling them to take an interest in your company, brand, or product.

Ideally, the music in your video creates a positive feeling and, therefore, gives the viewer a positive feeling, or it might convey the gravity of a situation that your business is helping to resolve. 

Think of music as an opportunity to create meaning for your brand by employing interesting musical pieces. Through the right music choice, the customer imagines their identity, and buys into the message of the video. With music, your video, and therefore your brand and product, adopt meanings that are inherent in the music.

Selecting the Right Music for your Video

Selecting music that is the right fit for your video can seem like a daunting task. Music selection typically occurs in the post-production process, after the sense of the video is established by dialogue and b-roll. However, it is never a bad idea to start thinking about music in the planning stages.

The first questions you need to ask yourself when selecting music for your video are:

What is the goal (or primary message) of my video?

Your music choice should both reflect and compliment your primary message.

Who is my main audience?

Considering the demographics of your audience when selecting music is an important factor. Knowing your demographic can help you tailor your music choices to their interests.

What is the tone of my video?

Another significant factor to consider is the tone of the video you are creating. For example, a fast-paced video advertising a sports car might contain energetic, heavy-hitting music.

However, if you use that same type of music for a somber healthcare company video, it might take attention and credibility away from the message because the song is not a proper fit. Using the wrong music can have a devastating effect on your brand.

Similarly, if you are creating a video for an insurance company that is professional and intellectual, you might not want an energetic, electrifying piece of music accompanying your visuals. Instead, a light and simple piece of music might better suit the tone. 

You should establish the mood of the video you are creating first, and then the type of music will follow. If your music choice does not reflect your brand, you are going to confuse your audience and deliver the wrong message.

What is my budget?

If you are working with a lower budget, you might want to consider using royalty free music, which means that no one owns the copyright to the music and no royalties must be paid.

Once you clearly understand your goals and can answer these questions, you will be able to choose the right music. 

Editing sound
Unsplash.com Glenn Carstens-Peters @glenncarstenspeters

The Finale

In today’s digital world, capturing an audience’s attention is more challenging than ever. Therefore, the role of music in video is more important than ever.

Online video consumption is growing each day, and in turn, brands increasingly need to stand out among the clutter. Including the right music in an entertaining and unique brand video is a great way to grab attention and communicate your message.

Frequently Asked Questions

Why is music important in video production?

Music is vital in video production because it enhances the emotional impact, establishes rhythm, and supports the storytelling process.

It can make a scene more memorable, evoke specific feelings, and even influence how the audience perceives a brand or product. Without music, videos can feel incomplete or fail to engage viewers effectively.

The right music choice helps in building a connection with the audience, making the content more compelling and enjoyable to watch.

How does music capture the audience’s attention in a video?

Music captures the audience’s attention by creating an emotional response and setting the tone for the video.

It can signal important moments, build suspense, and keep viewers engaged throughout the video. Catchy, original music can make a video memorable and help in establishing brand recognition.

When used effectively, music can guide the viewer’s emotions and focus, making the video more impactful and easier to follow.

What role does music play in conveying a brand’s message?

Music plays a crucial role in conveying a brand’s message by aligning with the brand’s identity and enhancing the storytelling process. It helps in communicating the brand’s personality and values, making the content more relatable and appealing to the target audience.

Music can evoke specific emotions that resonate with the brand’s message, creating a deeper connection with viewers.

The right music choice reinforces the intended message and ensures that the audience understands and remembers it.

How can you choose the right music for your video?

Choosing the right music for your video involves understanding your video’s goal, audience, tone, and budget. Start by identifying the primary message and emotional tone you want to convey.

Consider the demographics and preferences of your target audience to select music that will resonate with them. Ensure that the music complements the visuals and supports the overall narrative.

If budget constraints are a concern, explore royalty-free music options. Planning your music choice early in the production process can help ensure a cohesive and impactful final product.

What are some tips for using music to enhance brand videos?

To enhance brand videos with music, focus on creating a unique and memorable soundtrack that aligns with your brand’s identity.

Avoid generic stock music; instead, consider custom compositions or carefully selected tracks that reflect your brand’s personality. Use music to build an emotional connection with your audience, making your content more engaging and relatable.

Pay attention to the pacing and rhythm of the music to match the flow of the video. Test your video with different music options to see which one resonates best with your target audience and enhances the overall message.