In this article we’re going to take a look at how to use background music in your videos.
Although it’s only in the background, music can make or break your video marketing campaigns. If people hate the music or feel it doesn’t fit with the message or vibe of the video, they’re going to click away. It’s as simple as that.
However, when people love the music in your video it can lead to great things!
It’s not rocket science. Even just using ourselves as test subjects, we can all recall ads that had music we loved and music we hated.
But, for marketers, the worst possible outcome isn’t being hated. It’s being forgotten. There’s a lot of ads we’ve all seen that we don’t remember because, well, nothing was memorable.
So, let’s take a look at background music for videos to see how you can give your campaign the best chance of being loved and remembered!
Sigh.
Of course it does.
And if you’re thinking “What’s the point? Most people watch videos with the sound off anyway” then you’re not wrong.
But – and it’s a big BUT – if those viewers choose to turn the sound on then you want them to be impressed.
We have a motto for this: You need to delight with the sound off, and dazzle with the sound on!
And we’re putting our money where our mouth is. Here, take a look at this video we made for an awesome client of ours called Reverl:
And now, let’s take a look at the exact same video without background music and SFX:
The gaping hole left by sound is immediately apparent. Background music gives videos heart, it helps viewers know how to feel when they’re watching, and it’s absolutely crucial if you want your ads to look professional.
There are three basic options you have when it comes to the type of music you can use in your videos: licensed stock music, royalty-free stock music, and custom music.
Let’s take a look at each in a bit more detail.
Stock music is a general term for music that’s recorded and available for purchase but wasn’t created with one specific use in mind.
Just like stock photography, there are stock music libraries online where you can listen to different tracks, find what’s right for your video, and purchase it in just a few minutes. Within the stock music category, there are two distinct sub-categories:
Licensed stock music comes with a set of fees that are dependent on factors like the type of project being created (a commercial, a video game, a personal project, etc.), the music’s distribution (whether the end product will be published online, on television, in a film festival, etc.), the total size of the advertising spend (if you’re paying to promote the video in web ads, on television or on radio) and the size of the company purchasing the music.
As you can imagine based on those categories, licensed music comes with all different price points – especially when you get into music that’s been produced by Hollywood artists and is available for commercial use as well.
Royalty-free stock music is exactly what it sounds like: stock music that comes without any associated royalty fees. This means you can purchase this music one time, and regardless of how many times you use it or how many impressions your video makes, you’ll never incur any additional costs.
This can be a great option for projects and companies with limited budgets, or commercials that are going to have a broad reach and could potentially result in hefty royalty fees.
If you simply can’t find the perfect music for your video, custom music might be right for you. Custom music is composed and produced for a single, specific purpose. While custom music can seem like a pricey option, we’re going to share several resources later in this guide where you can find affordable custom music for your video!
You’ve probably already guessed that there’s no straight answer to this question. Costs for background music can vary significantly based on different factors, like the type of licence, the quality of the music, and the platform where it’s sourced.
Royalty-free music is a popular and cost-effective option, with prices for individual tracks starting as low as $1! Although, typically tracks are priced between $10 to $100.
Some royalty-free sites also offer subscriptions for unlimited access to music, these vary in cost too but start from as little as $10 per month.
Premium music libraries or custom compositions are where things can get pricey. These range from a few hundred to several thousand dollars, depending on the complexity and exclusivity of the track.
When making a decision about your background music, it’s important to align the quality and licensing terms with your budget and distribution strategy.
AudioJungle is a super affordable royalty-free stock audio platform that features over 2 million tracks from artists around the world.
Songs start at just $1 each, and while most of them are more expensive than that, they usually tap out at around $100.
The site also offers sound effects for just a few dollars, so if you want to add even more pizzazz to your video, you can find everything you need on AudioJungle.
PremiumBeat might look like any ordinary stock music site, but when you give some of their tracks a listen, you’ll hear the difference.
They have some of the best royalty-free music available online, all produced by independent artists. Their tunes have a high production value and sound like they’re radio-ready, giving your video an expensive, polished feel without the pop-star price tag.
PremiumBeat’s fees come in two tiers: $9.99 per month for personal use only, or $24.99 per month for commercial use – so, still pretty reasonable for small businesses on a budget. There’s also an Enterprise plan for businesses that want to use their music in TV, radio, and film, but you’ll have to contact them directly for a quote on that.
It makes sense that global video giant YouTube would offer their users access to tunes that turn up the quality of their videos.
YouTube offers a collection of free stock audio that come at no cost if published on the platform. But that’s where the licensing stops. If you publish your video outside of YouTube, you’ll be breaking their copyright agreement.
This option is perfect if you’re making a video specifically for YouTube, but if you want to publish it on your website or another platform, it’s best to pursue another avenue.
Pond5 is a massive stock asset hub with more than 63 million digital files available for licensing. Their royalty-free stock audio collection is impressive, but the best part is everything else that’s available on the platform.
Pond5 has stock sound effects, photos, and video footage, so if you’re looking to spice your video up with music and some stunning 4K video, you can get both in one place.
Soundstripe is a royalty-free music library that uses a subscription model so users can access their entire library for one low annual fee. Their library features everything from summertime chill melodies to hard rock headbangers and everything in between.
Soundstripe’s basic subscription costs $119 per year and gives users unlimited licences. However, for commercial use, you’ll need their pro-level plan, which is $239 annually.
Musicbed is a music licensing site with an extensive collection of popular music available with just a few clicks of your mouse. From hip hop to club mix to classical, this site has it all. Their massive music library – which features tunes by popular and independent artists alike – is sure to have something to fit the mood you’re looking for.
However, their prices can range from affordable to astronomical based on the type of project and business you’re working for. Most projects will require a custom quote from their team, so be sure to pad your project timeline with a few extra days to accommodate talking with their customer support team.
Marmoset is one of the best licensed music sites that specialises in new and emerging music. If you’re looking for something trending and cutting edge, but not quite as pricey as the latest Bruno Mars track, Marmoset might be right for you. Their licensing fees are based on the type of project and the size of your company. If you work for a small business with fewer than 20 people, you can expect a track to range from around $100 to $200.
However, if your company has more than 250 people, you’re going to need to contact Marmoset for a custom quote that will likely exceed $1,000, making this site a great option for small teams looking to make the most of their budget.
Audio Network is a music licensing platform that features more than 140,000 original tracks from artists around the globe. Their tracks are already pre-approved for use in any type of media in any part of the world.
Audio Network features several affordable pricing options. For just $99, you can license a song for use in a corporate video – like an explainer, how-to or testimonial video – or for use in a social media ad campaign with a spend of less than $2,000. Anything outside of those use cases will require a custom quote from their team.
Fyrfly (previously SongFreedom) is a great option for teams who create lots of videos that aren’t promoted through paid platforms like television and social media. For $100 per year, Fyrfly subscribers get access to their entire library.
The only catch is you can only use that music in corporate videos like explainer and how-to videos. If you decide to commercially promote a video, you’ll need to reach out to their team for a custom licensing quote.
Jamendo is a super affordable option for licensing music for commercial video production purposes. While their library doesn’t include tracks from well-known artists, there are thousands of options. And since their site lets you filter songs by mood (corporate, motivational, energetic, etc.), it’s easy to find the right tune for your video.
Jamendo licences songs to businesses for $49 and $99 depending on your video’s distribution; larger projects still require a custom quote, but the $99 licence includes radio and TV distribution.
Jamendo also has great bulk discounts, so if you’re shopping for tracks for multiple projects, you could save upwards of 30% by purchasing them all through Jamendo.
If you’re looking for a catchy tune to get stuck in the heads of your target audience, look no further. Bespoke Music is a music production studio that specialises in jingles.
Unlike background tracks, jingles can become a core part of your company’s brand (who could forget Meow Mix’s “I want chicken, I want liver” jingle or the Toys R Us “Magical Place” commercial, both of which were stuck in the heads of people around the world for years).
For around $170, Bespoke Music will record a custom jingle that includes 4 cuts – different speeds and versions of the jingle – and a 2-year licence to broadcast the jingle on a single station. Outside of that, you’ll need to work with them to craft a custom licensing agreement.
Felt is a custom music production studio that’s staffed with experienced composers who work with brands to take their music to the next level.
They’ve worked with global brands like Pepsi, State Farm and Volkswagen to outfit their commercials with custom tracks tailored specifically for their TV spots.
Everything Felt does is on a client-by-client basis, so if you’re looking for a quote from this esteemed group of musicians, you’ll need to contact them directly.
They’re so committed to providing a bespoke solution that they pair each client with a composer whose expertise best lends itself to the client’s needs. Contact their team to start a conversation about your project and to get an estimate.
Global Fire Creative is a full-service agency that offers custom music production and voice over work – a great combo if you’re producing a video that requires both and you want the music and VO to sync perfectly.
The team has worked with brands like Vodafone and Xerox to create custom tunes, so you can expect their work to be top-notch. Global Fire Creative’s work is all priced based on the project at hand, so reach out to their team for a quote.
Crucial Custom is a music production platform that offers companies a unique way to find the perfect song for their needs. Crucial Custom will pair you with five indie musicians in their invite-only community. They pick artists to work with you based on your needs, and each of those artists will prepare a demo for you.
You then select the option you prefer and only pay for that song. Five custom options for the price of one – what could be better than that?
When selecting background music for your video, consider what you think your audience will want to listen to. As an example, if you’re marketing to teens then they likely aren’t going to go nuts about some old-timey, classical sounding music. The same applies to old timers, they’re probably going to switch off if the music is loud and in your face.
While background music is important, it’s not worth going over budget for. If you can’t afford a custom track, don’t go for one. Try and find a royalty-free soundalike instead.
That said, if you do have the budget to push the boat out then a custom track can really make your video stand out. Think of all the company jingles you remember to this day.
Just as it’s important to consider what will appeal to your audience, it’s also important to think about what type of music aligns with your company image.
If you have a very corporate, buttoned-up brand and use an authoritative tone of voice, a whimsical song will contradict that tone and create inconsistencies in your brand – which is never a good thing. As you’re searching for the perfect song, be sure the spirit of your music and the spirit of your brand pair well together.
Music is a powerful way to create an emotional connection with your audience. Think about the last time you listened to a song and had a powerful response; maybe you were listening to a high-intensity song to pump yourself up at the gym, or perhaps a romantic song you shared with a special someone.
As you’re picking the background music for your video, think about what kind of emotion you want your audience to feel, and what kind of message you’re trying to convey. Your message and your music should work hand-in-hand to create a single, cohesive experience for your viewer.
Your visuals and music should always complement each other. For example, if your video features fast-paced, high-intensity motion graphics, your music should support that vibe.
We just hit you with a lot of information, but all you really need to know is this: background music matters!
When creating your marketing videos, make sure you give just as much thought to the music as you do to everything else.
And if you’re finding all of this a little bit overwhelming, let a professional handle things! At Wyzowl, we’ve created thousands of videos for businesses just like yours. Reach out to see how we can help you today.
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