Did you happen to watch The Beatles Special last Sunday evening? It was a no-brainer at our house. Music rules. What an amazing walk down memory lane to see them once again on The Ed Sullivan Show. The music evoked emotions and memories worth feeling once again.
In film and video, music is the emotional timeline that informs you about how you feel about what you are being shown. It reminds you of how you felt when you heard a song similar to what you happen to be hearing in a video or film.
Knowing that music can increase the positive response to a well edited video is important. The music must match and support the message in the video or it doesn’t work. So how does that happen?
Hank typically auditions about 50-100 different music snippets from our music library. The library contains about 1000 royalty free songs. Over time he’s become familiar with what is in the database and can narrow it down to about 10 songs pretty quickly.
He has to get all right brained for a bit and feel what the message of the video is about and then he selects a piece of music that supports the message he’s just edited. He asks himself a number of questions to narrow down the choices. Is it a direct sales piece? Is it more about convincing than selling? Is the client edgy or more traditional? Are we trying to match up a corporate theme versus something more social?
Once that match is made, the music choice is dropped into the editing timeline. We might try three or four pieces until everything clicks and the music matches the message.
Why don’t we use music by The Beatles in our films and videos you might ask? Copyright infringement is severely fined, $10,000 per listen per person…and the licensing rights to a popular song might be in the thousands of dollars—or in the Beatles’ case, hundreds of thousands of dollars. Royalty free music means you only pay once for the use of the song. It’s much more budget friendly.
You can rely on Hank’s expertise. He is a composer, sound editor and musician as well as a great cinematographer and film/video editor. While living in Colorado Hank composed, performed and produced a CD of his music and routinely ran sound for major groups performing in Aspen. You can depend on his knowledge about music tell a better story.
Now, go find a YouTube video and listen to I Want To Hold Your Hand and remember how you felt that night in 1964 when you first saw the Fab Four on The Ed Sullivan Show.