Music over visuals

Spend resources getting the sound and music right in your video. It might be more important than the visuals.

I have been in countless situations where the music/sound design is considered an afterthought. Don’t do that. I know it drives production companies mad when clients won’t invest in music, even though we all instinctively know music can make or break a video. There is research done by Ipsos and The Brand Gym that tells us that one thing high-performing ads have in common (but this can also apply to any video) is great use of sound/music.

Part of the problem is that great music costs more than people expect. I once pitched a TV ad with a great soundtrack. When we got the quote for the music rights, it was six figures. The client nearly fell off their chair. But that is what a great song costs. Of course, not every video needs a famous song, but you do get what you pay for.

It’s not just the price you need to consider. You need to spend time finding the right music. It is hard. And it takes longer than you think.

AI apps like Suno are upending the low-end music industry, and you can expect that to get better very quickly, so good quality music will be more accessible than ever, very soon. That said, GREAT music, especially music that people recognise, will stay expensive for the foreseeable future.

Takeaways

• Start talking about sound and music at the start of the process, so higher-ups know what you need to spend.

• Don’t expect to find music quickly. It’s hard.

• Keep 10–15% of your budget for sound and music. For bigger-budget videos where sound can have a bigger impact. Think more like 15–30%

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