Music for your videos: Everything about mood, licenses & integration

How to use the right songs 

Important components of professional business video creation include recording the right scenes and the corresponding audio track as well as choosing the appropriate music. 

Music conveys emotions — this also applies to corporate films that show products, present a team, or tease new projects. A carefully selected melody can powerfully underline your message, add emotional depth, and strengthen your brand identity.

The right kind of music for the desired atmosphere in your corporate movie

Not all music is the same, especially when it comes to your corporate communications. You have several options: You can opt for vocal music or instrumental music. While in vocal music, the lyrics can convey a powerful message, the instrumental music contributes to the mood. The selected songs must match your brand and the content of the video. 

Here are a few case studies:

• Apple: Uses minimalistic music that matches the aesthetics of their products.
• Nike: Often uses driving beats that reflect the dynamism and energy of the brand.
• Greenpeace: Use music that evokes emotions and creates a thoughtful climate.
• Deutsche Bahn: Rely on driving electronic music that matches the speed.
• Promotions: They often rely on jingles that make an earworm. As a result, the product has a particularly high recognition value.

Music licensing: What to consider

In principle, produced pieces of music are rarely freely available because they are the artistic property of the musician/producer. 

• Royalty-free music: This music isn't free, as the name might suggest. You pay once for a license and can then use the music indefinitely without paying any further fees. But beware, conditions may vary, and the music is often not exclusive.
• Public domain: Music whose copyrights have expired or that never had copyrights falls into this category. It is usually free to use, but it is important to check the exact conditions.
• Creative Commons: This is a versatile licensing model in which the author can set specific terms of use. Sometimes commercial use is allowed, sometimes not. Here, too, it is crucial to read the license terms carefully.
• GEMA-bound music: Particularly relevant in Germany, this includes music managed by the Society for Musical Performance and Mechanical Reproduction Rights (GEMA). Fees must usually be paid to GEMA for the use of such music.

Your advantage with StoryBox: In our video app, you have a library filled with dozens of music tracks, which you can use for your corporate videos without hesitation or further licensing.

Choose and integrate music correctly

The benefits of using music are — that it can increase attention, strengthen brand identity, and control emotions. The disadvantages are — wrongly chosen, but music can also be distracting or even irritating. That's why choosing the perfect music for your video is a tactical process. Consider several factors:

• Emotions and atmosphere: What do you want your viewers to feel: hope, joy, enthusiasm?
• The importance of musical genres: Different styles of music send different messages. 
• Classical music often conveys seriousness
• Rock or pop transmits energy and dynamism 
• Jazz can create a relaxed, casual atmosphere
• Brand identity: Your brand has a unique character and tone, and the music should complement those elements. A technology-oriented company could benefit from modern electronic music, while an organization in the healthcare sector could rely more on calm, calming sounds.
• Rhythm and pace: The rhythm and tempo of the music should match the content and speed of the video. A fast beat can increase attention, while a slow pace gives viewers time to absorb information.

It is also important that you adjust the length and volume of the music accordingly. Cut the pieces and place them in the right places in your video to underline your message. When someone speaks in the video, the music should only be softly heard as background music. The music tracks can be louder as intro and outro. Companies often opt for similar tracks or even have a corporate song that is always included at the beginning or end of the clip. This significantly strengthens the recognition value among viewers.

Technical details for using music with StoryBox

As already mentioned, in our video software, we provide you with a music library with dozens of instrumental tracks for your clips, which you can use without further ado. They come from a wide variety of genres — from rock to pop to electro. In the app, you can easily sample any track and paste it with just a few clicks. 

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