Website Commercial Music
Website Commercial Music Selection
One of the biggest challenges when creating a Website Commercial is background, or mood music. In this article I am going to share with you some of the common mistakes, challenges, objections, and proven formulas / steps when creating a website commercial. Below you will also find a perfect example of what I am writing about.
Music is the first layer of a Website Commercial
Did you know that when creating a commercial that most of us select the music first? We do this to help impact our transitions, pics, video and text. When we lay the music down first, we find upbeats, or downbeats to place markers where the visual aids are to appear. Be it text, video movement, or using a transition to another still. This is a proven formula and abundantly clear in music videos as seen on MTV back in the day, to present day commercials.
Selecting Music for your Website Commercial
When asked; “What kind of music were you thinking about using for your commercial?” This is not me asking which song you use as a phone ringer, or crank up on the radio. Rather it is more of, who is your target audience and what emotion are we trying to trigger in our commercial? IGE: A Spa commercial would use relaxing meditative music over a pulsing upbeat. A trendy spot/Bar would use the upbeat, pulsing/driving genre. A genre identifiable to a target audience.
One of the challenges I come across when producing a website commercial; is the business owner wants to become executive director on the commercial. Yet has little or no experience with the particulars of creating an advertising piece; such as a website commercial. However, as I begin to point out some particulars in other successful ad campaigns, the business owner then realizes that music selection is the genre not the song, to create emotion. Which is only one step to creating a successful ad campaign for a website commercial.
See video example of music genre styles laid over a motion background. Note the emotion or changes that you feel from the genre change albeit the same background.
Timing Music to Visuals for your Website Commercial
I briefed above, how we select music first, then find the down, or upbeats to time a commercial to. Realize, we usually only have 30 seconds of which .05 Seconds are used to decide whether or not the viewer is going to pay any attention to your website commercial or not! With that challenge, we need to use ALL the tools we have; visuals and sound. (Eyes and Ears until they come up with Smell Surround. LOL!) We would use the first down beat to create a “marker” for the first visual change, and so on. Pay attention to that on the next few commercials you view.
Website Commercial Music Examples
In the example above, hopefully you noted the genre changed as did your thoughts, to convey an emotion. Perhaps you remembered a trip to Mexico or the Caribbean? I would then use visuals of the business owners, to ‘fit-it’, or customize it for their brand or service. Note the songs are generic, yet there is a definite genre.
What I am doing here is creating an emotion with a genre, timing it to visuals then hitting home with text to re-affirm a message. This is the formula/steps I eluded to in my opening paragraph about creating a website commercial. It is not so much the song as it is the genre when creating a website commercial.
So when asked; “What kind of music did you have in mind for your website commercial?” The answer may be…”I dunno? How about something upbeat and trendy? After all I am selling sports apparel.” Or if you are an Italian restaurant advertising, you most likely want an Italian feel… “So it’s an Italian genre and then let the pics paint the picture.” In some unique certain cases you may have centered your whole brand around an artist or song.
IGE: Elvis Presley ‘You Ain’t Nothing but a Houndog’ and it’s Dog accessories you are selling. In which in case it may behoove you, to step up and pay the royalties and go with that particular song. Otherwise, like most; it’s genre and letting an Artist paint a picture for you using digital media.
I hope this article helped you in someway to better understand the use of a genre in a website commercial, not a particular song. Whether you are DIY, looking for Open Source Music, or you are ready to <contact me> to get your website commercial going.
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