Have you ever watched a horror movie with the sound off?
If you’re anything like me (i.e. a gigantic chicken) then you might have picked up the trick of turning OFF the sound when a movie gets too scary.
If you’re completely unmoved by horror films or just smart enought to not watch them, then you might not be as aware of the vast effect sound has on human beings.
Sound is something that people rarely think about when hiring a video production company or videomaker, but it’s a vital piece of the puzzle.
Without the right music your video will look cheap.
Imagine a James Bond movie. You know the sexy intro to all the films where there’s an animation with all sorts of female silouttes and the figure of Bond running hither and thither.
Are you with me?
Can you hear the music?
There’s usually some kind of siren song that plays along with those sexy animated titles. And it sets the whole tone for the movie.
As an audience we’re being told, hold onto your oversized colas, this movie is about to get heated!
Now imagine that same Bond intro with your 5 year old’s electric piano playing attempts or your brother’s amatuer bongo drumming overtop....
Not so heated anymore, right?
That’s an exagerated example. But music makes a difference in subtle ways too.
The right music will keep the pace of your video going - keeping the audience engaged.
It can smooth out any potentially rough transitions that would make the audience jerk and then tune out.
It can emphasize an idea or likewise tone down something a bit over the top. It can create comedy in what was an excesively serious piece.
But choosing the right music can be tough.
Especially since unless you want a lawsuit on your butt, you shouldn’t be using famous songs that just pop into your head in a fit of inspiration.
What should you be using then?
You need to be using Royalty Free Music which you or your videomaker has payed for and licensed.
This means you own a piece of music for a particular purpose, and there will be no law suits (or at least not over your music!)
So when going through the hiring process with your videomaker, make sure you ask about music and what their normal method is for choosing and licensing it.
If they don’t have a logical answer...that’s a red flag.
Next, when going through the portfolio of a videomaker who you are thinking of hiring, make sure you pay attention to their music choices.
Does the music suit the video and make it seem greater than the sum of its parts - or does it seem like a kind of a thoughtless add on?
While finding the right music for a video isn’t rocket science, it does take a good ear, a logical thought process, intuition, and sometimes quite few hours.
But when the music is spot on, your video will be 100% better for it. Your audience will be more engaged. And you will get more of the results you’re looking for.