If you’ve ever worked on a marketing video, you know how fun the process can be. From script-writing to working with animators, you have the ability to engage your audience in ways you never thought possible. When the time comes to flesh out the smaller details (like music), however, it’s normal to feel stumped.
The challenge with music is that you can’t just use your favorite song from iTunes. Like photography, music has to go through a licensing process. If you aren’t compliant with the artist’s terms and conditions, you may find yourself facing heavy fines. (Remember the recent lawsuit that the Beastie Boys filed against girls’ toy manufacturer GoldieBlox?)
Here are the four things you need to do to avoid a debacle:
1. Work with an Experienced Video or Audio Producer
If you’re looking for custom music, there are plenty of independent artists out there who can help. Many creative agencies contract with musicians who would love to write a song or create a custom snippet about your brand. As one example, take a look at the following video that the creative agency Healthy Films made for Blue Cross Blue Shield.
That’s right—it’s a custom-made song about the power of hugs, complete with lyrics and a catchy tune. And with the help of the right agency, you can have one too.
2. Browse a Stock Music, Marketplace, or Music Store Website
Like with photography, there are many “stock” audio options out there. As a content marketer, you probably know what we mean here, so we’ll cut right to the chase. Here are some high-quality marketplaces for you to check out:
- Pond5 – This source for royalty-free music is browsable based on the experience you’re looking to create
- Vimeo – This platform allows artists to create their own music stores
- Shutterstock – This site finds sounds based on the different moods you’re trying to inspire
- Audiojungle – This marketplace has royalty-free music and sound effects (and make sure to check out the promotional freebies!)
3. Ask the Artist
What’s most important is that your music creates the effects your marketing videos need
If you aren’t sure whether a sound file is available for licensing, just talk to the artist—you may be able to arrange a custom agreement. If that’s the case, you’ll want to involve your legal team early. At the end of the day, what’s most important is that your music creates the effects your marketing videos need. In terms of finding the perfect material, a simple email could go a long way.
4. Keep Legal Top of Mind
The last thing that you want is to be surprised by a takedown notice or a hefty fine. Make sure you read the terms and conditions of every audio snippet you’re interested in licensing, and it may also be helpful to involve your legal team in the process. Regardless, don’t let the fear of a lawsuit scare you. The search for marketing music should be fun, and by working with a trusted source, you should be safe.
What are your favorite techniques for sourcing marketing music? Share your thoughts in the comments.