The proliferation of visual media for an ever-hungry web, television and film market coincides with the growing need to synchronize the right music with the right project. Music has always been an important element to the overall experience and effectiveness of advertisements and entertainment.
What are the options?
Popular music by major recording artists are typically the most sought-after songs to pair with films, television programs and advertisements. They can add impact to a message or narrative. For big budget advertising projects the right hit can be memorable, but for most projects, it simply isn’t affordable.
Old or new, hit songs and recordings are usually the best music available, period. Generally, they’re created by the most talented artists or became popular because of the times, novelty, an original sound, a new genre, controversy, or include cultural resonance that continues to engage broad audiences. Depending on the popularity of a track, the price can be steep.
Tracks from indie musicians and labels are usually easier, much cheaper and often as high a quality as you can find.
This category includes composers and musicians who are new and undiscovered, in the process of being discovered or choose not to give up their independence to a major recording label. Independents are often a better option for projects than popular music because they offer a fresh sound that can bring a production to life. Many producers find that they attract attention to their projects by using the latest undiscovered song, track or artist.
There are plenty of talented undiscovered artists in this group that are often eager for exposure, flexible and extremely cooperative. Finding time to sift through thousands of artists and songs to identify the perfect fit is the larger problem. The right track creates buzz for the artist and label and the production.
Finding help
Many companies now navigate rights and clearance issues directly with independent artists and labels making life easier for producers. They filter out the best, and then pre-clear the music to ensure every track they offer for licensing is usable immediately. These tracks are great to use as temp tracks (temporary placeholders until final edits are completed). Should directors, editors and producers fall in love with a temp track, it’s already cleared, ready to license and pre-priced. A simple call or email to wrap-up the license is all that’s needed.
Most companies representing independent music also offer free music searches so a production team can focus on the production. It’s the difference between going to a huge library and browsing through rows and rows of books, searching for just the right one, or getting help from the research librarian. It is far more efficient to use the skills of a professional to dramatically narrow the search for the right track at the right price.
When music is left as an afterthought, it often shows. Music is key to making a production more engaging and memorable. It often puts the viewer in a time and place or sets the stage for dramatic effect. A few notes, arranged into an original sound, can sell a car or move an audience to tears. Finding music that works is both an art and a business all its own.
For more information on Musync and its offerings, including its research and licensing services, its catalog of music and librarian assistance, log onto www.musync.com.
