Corporate videos are the most important assets for any business today as, if we look at the digital age, we will see that the power lies in images. Whether you’re promoting a new product, creating a brand narrative, or even putting together internal training content, corporate video can give you the opportunity to engage with your audience. The one thing that often doesn’t get enough coverage, though, is music. Music can transform a video from okay to sensational and it plays an important part in corporate video production.
How Music Helps Corporate Videos?
Attraction and Emotion
For every video, the first few seconds are critical. Audiences choose whether to keep watching or give up in a split second. Music can help draw your attention from the outset. Consider a video with a loud, driving beat that sets up the expectation of a new adventure.
Enhancing the Message
Consider Paytm’s 2020 Diwali campaign. The video starts off with a cheery chorus that pulls the audience into the moment and provides a joyful atmosphere fit for the festival. Songs that sound appropriately can cause an emotional response and invite viewers to consume it.
Music not only inspires – it also reifies. From a motivating song for a business accomplishment to a relaxing song for a testimonial, the music should reflect the brand’s message.
Guiding Emotional Response
For example, Tata Motors chose a soothing motivating song to play during their #MadeOfGreat campaign featuring Lionel Messi. Music, images and narration all amplified the message of epicness and potential, perfectly fitting with the brand values of the company.
Finding the Right Music For Corporate Videos
Having established the significance of music in company videos, how do you select the right song? Here are some tips:
1. Get the Meaning of the Video
Is the video supposed to motivate, educate or entertain? Depending on your goal, what music you’ll listen to will depend on the reason. You could, for instance, write an inspiring corporate narrative that uses a rousing, orchestral song. Conversely, if you’re doing a humorous, silly product demo, you can use a light, fun melody.
2. Consider Your Audience
Who’s going to see this video? Music should appeal to your audience. If you’re marketing to young, digital-savvy millennials, contemporary electronic music might be a good fit. If you want a more traditional corporate listening experience, you could use something more classical or instrumental.
One example of this would be Byju’s tutorials. They often utilize soothing instrumentals that parents and kids can relate to, building a feeling of confidence and professionalism.
3. Align with Your Brand’s Tone
All brands have a different voice, and your music should reflect that voice. A luxury company might prefer beautiful and elegant music, whereas a startup might want something fresh and vibrant.
Look at Tanishq’s advertisements. They tend to play classic and classy tunes that reinforce their identity as a high-end, cultured brand. It enables a unified brand experience at every touchpoint.
4. Avoid Overpowering the Message
The music should support, not dilute, the imagery. You’re bound to get swept up by the score, but with overly intense music, you lose focus on the message. The trick is to get it to the point where the music does not drown out the story.
5. Use Licensed or Custom Music
A key consideration when picking music is obtaining the appropriate license. Copyrighted music may get you into trouble if you use it indecently. For that reason, many Indian brands prefer to hire custom music for their corporate videos so that they can stay away from this problem and come up with something original.
Flipkart, for instance, typically utilizes custom tracks for seasonal promotions. This means not only that they own the music but also that their content is 100% original.
The Role of Sound Design
Music is an essential part of it, but sound design isn’t something you should shy away from. Sound effects, such as the click of a button, the whoosh of a transition, or the background sound of a city, can help your video to feel more real and immersive. All of these minute points combined with the right music can really add up to the quality of the production.
Consider Swiggy’s 2023 IPL campaign. Even more than the music, they also used clever sound effects to add depth to the narrative, particularly during the food ordering sequences — little noises made it all seem human and memorable.
Music In Other Forms of Corporate Videos
1. Product Launch Videos
When you’re launching products, music should create anticipation and hype. A fast-moving, motivating song can give you a sense of urgency and momentum.
For instance, OnePlus likes to incorporate heavy electronic music in the videos they release, to make the video feel like it’s new and innovative.
2. Brand Story Videos
These videos are typically more visceral and personal. The music should reflect that. A slower, emotional tempo can also help convey the meaning and importance of the brand’s journey.
For instance, Asian Paints’ “Har Ghar Kuch Kehta Hai” campaign uses nostalgic, melodious music to stir the emotions and connect with the listener on a human level.
3. Explainer Videos
You want the music for the explainer videos to be subtle and not overpowering. The narration should take center stage with the accompaniment pushed along behind it.
For instance, PolicyBazaar adds very low-volume, light background music to explainer videos to compel viewers to pay close attention to the information.
Conclusion – The Influence of Music in Company Videos
Music isn’t just the sound you hear while producing corporate videos, it’s a tool that can affect the emotions your audience experience when viewing your videos. Music has the power to make you smile, amplify your message or solidify your brand story.
We at Reset Media know the fine points of using music in a corporate video. Our team excels in producing visually compelling, emotionally relevant content that resonates with users. If you’re interested in upping the ante with your brand video production, let’s get to work to make sure it doesn’t just look great, but it also sounds great.
Are you prepared to go one step further with your company videos? Reach out to Reset Media today to discuss your next project!