BUSINESS VIDEO MASTERCLASS
PART 3 - AVOIDING MISTAKES WHILE YOUR VIDEO IS BEING PRODUCED
Music is can be tricky as everyone has different taste.
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 B2B videos need 2 or 3 music tracks, unless they’re quite short.
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.
Track 1 is for the introduction to your video, designed to win audience attention
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.
Track 3 is for the ending where you need your audience to feel confident, trusting, and motivated enough to take action.
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”.
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.
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.
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It’s relaxing for me. I enjoy it. So please share your ambition or concern, and I’ll do my best to help.