October 30, 2020
If my degree in cinema studies taught me anything, it’s that to influence your audience, you need multiple layers working together:
While each layer is vital, the role of music (or lack of it) is monumental in creating emotion, and often overlooked.
Look at, or rather listen to, any death scene in any movie: cue the deafening silence (paired with slow motion) or bring in the violins – and you’ve got a recipe for a tear-jerker.
Music is the clincher that makes us cry, the catalyst that makes us laugh or grin from ear to ear, the trigger that makes us cringe. Music makes us feel, without ever drawing attention to itself.
Of course, in advertising, we don’t have the blockbuster budgets for a Hans Zimmer score or the rights to Kanye. We are left with the task of creating an emotional connection on a relatively shoe-string budget.
So how do we do that?
Let’s talk stock:
It’s the perfect solution to adding emotion to your ads. But sometimes, it’s not enough.
Occasionally, you can’t find exactly the right fit. Or you want your soundtrack to ebb and flow in tune to your video. You may even have an idea of what sound you want. In these cases, I make a case for having music specially designed.
What’s so good about custom music:
If you’re looking to deepen your emotional impact, and can spare a fractional increase to your budget, consider commissioning a custom soundtrack. The positive effects may be resounding.