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BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

PART 3 - AVOIDING MISTAKES WHILE YOUR VIDEO IS BEING PRODUCED

MUSIC

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Music is can be tricky as everyone has different tastes

A video production company will always appreciate your input as to the style of music you like.

But the important thing to remember is it’s not just about your taste. It’s about what works for your video.

Take a moment to look at the functions of video music:

Most videos, whether marketing or training, need 2 or 3 music tracks, unless they’re quite short, ie, under a minute.

These tracks will be bought from a dedicated video music supplier, like say Cinephonix or Audio Jungle, though you can commission music if you wish. This can cost anything from £1,000 upwards.

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Start making accurate plans

Track 1 is for the introduction to your video, designed to win audience attention, or to underpin the opening section of the video script

Track 2 is more of a rhythm pulse, or energy level/mood to energize the main exposition in your video. It should carry the story forward without getting in the way, and it should be uplifting, or at least not moody.

Track 3 is for the ending where you need your audience to feel confident, trusting, and motivated enough to take action. You can pick music that's stronger sounding here.

The above approach can vary, but it’ll give you an idea of what makes video music perfection.

One key point is that the music shouldn’t be “too good”.

For example:

When I was rookie, I used a piece of Mozart in a video. It sounded great, created the right mood for the audience, everything.

Unfortunately, the Mozart was so good, no one listened to the voiceover!

But fortunately we picked up on this before final release and swapped it out.

The lesson was that the music should support the voiceover, which means not having too strong a melody line.

More a flavour/mood/tempo/energy pulse than a detailed theme.

The post production editor should be experienced in mixing audio such as voiceover and music, so they don’t clash or hide each other. Both should sound crystal clear.

Izotope Neutron and Ozone are the last word in audio post production tools. They give maximum clarity of sound at the highest possible volume (you don't your video too sound quiet)

One key point in sound production for video is mobile devices.

Music selection and subsequent audio mastering matters, and needs to be considered in the light of all listening on all devices.

So I generally avoid bass-strong tracks even if I love them as the bass will simply vanish on a tablet or phone.

Same for sibilant “essy-sounding” voiceovers. They can sound quite bad on mobile/cell phones. Too hissy, unless they’ve been professionally de-essed during production.

Be aware that while many video editors can wax for hours on the video plugins they use for visual effects, they’re often surprisingly weak on audio plugins. As mentioned, Izotope Neutron or Ozone set the standard.

Next : Sound effects

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