May 24, 2024
Ensuring your digital marketing campaigns stand out amidst the online chaos is crucial. While eye-catching visuals and valuable content are essential, incorporating music can elevate your strategy to a whole new level. Music can capture attention and create an emotional connection with your audience, making your content more memorable.
With the rise of short-form videos on platforms like TikTok and Instagram, the right music can make or break your content. Snappy, engaging tunes are essential for grabbing attention and driving engagement.
However, selecting music for your marketing efforts isn't just about choosing your favorite song. You need to navigate the complex world of music rights to avoid legal issues.
" Music is a powerful unifier. It’s an incredible force that can bring together people who may disagree on everything else."
The Power of Music in Digital Marketing
Ads that include music tend to outperform others in creativity, empathy, emotion, and information delivery.
Music has a profound impact on our emotions and can significantly enhance the appeal of your marketing content. A well-chosen track can evoke strong feelings, sharpen cognitive responses, and even boost motivation. When used effectively, music can unify your audience and create a memorable brand experience.
How to Source Music for Your Digital Marketing Content
Finding the right music involves more than just taste—it requires careful consideration of licensing and rights. Here are some effective strategies to source music for your campaigns:
Music Platforms and Tools: Utilize platforms like Epidemic Sound, AudioJungle, or PremiumBeat, which offer vast libraries of royalty-free music. These services provide legal access to high-quality tracks tailored for marketing use.
Leverage TikTok’s Music Library: For short-form videos, TikTok’s built-in music library is an excellent resource. It offers a range of trending tracks that can make your content more engaging and shareable.
Approach Artists for Brand Collaborations: Collaborating with independent artists or bands can be a win-win. Artists often seek exposure, and you get unique, original music that aligns with your brand’s voice.
Commission Your Own Compositions: If you want something truly unique, consider commissioning original music. This allows you to tailor the sound precisely to your campaign's needs and ensures that the music is exclusively yours.
7 Top Tips for Sourcing Music for Marketing
Define Your Brand’s Sound: Identify the musical style that reflects your brand’s personality and resonates with your target audience.
Understand Licensing: Always ensure that you have the correct licenses to use the music in your campaigns to avoid legal issues.
Consider the Mood: Choose music that complements the emotional tone of your content, whether it’s upbeat, inspirational, or calming.
Keep It Relevant: Use music that aligns with current trends and the preferences of your audience.
Test Different Tracks: Experiment with various tracks to see which ones best enhance your content.
Monitor Engagement: Pay attention to how your audience responds to different music choices and adjust accordingly.
Stay Consistent: While variety is good, maintaining a consistent musical theme across your campaigns can strengthen brand recognition.
Music Platforms and Tools
Creative Commons Licensed Music
ccMixter
Comprehensive community for Creative Commons music and compositions.
Free Music Archive
User-friendly platform.
Offers high-quality free and paid music options.
Jamendo
Discover Creative Commons and stock music.
Connect with independent artists for musical projects or collaborations.
Royalty-Free and Stock Music Platforms
PremiumBeat
Extensive music library.
Covers nearly every genre imaginable.
Epidemic Sound
One of the web's largest collections of music and sound effects.
AI Tools for Music Generation
Canva
Originally an image and graphics creation platform.
Now includes an intuitive AI music generator with free and paid options.
Mubert
User-friendly AI music generator.
Supports multiple genres.
Used by major publications like Forbes, AdWeek, and Wired.
Important Tip
Always double-check the licensing information for each piece of music to ensure proper usage rights.
Use Tiktok Library
Use TikTok’s music library to enhance your short videos. TikTok, now a favorite search tool for Gen Z, offers a vast selection of music, foley, and sound effects. With over 500,000 tracks available, it’s important to check for advertising restrictions. To use music legally, make sure to apply the right filters for commercial use.
Approach Artists for Brand Collaboration
Instead of using music libraries, consider collaborating directly with artists. Approach them like you would any influencer, ensuring they match your brand’s image and values. The right artist can provide high-quality music that boosts your brand and connects you with their audience. By partnering with micro music influencers who align with your campaign, you’ll make your marketing stand out and engage new communities. For example, Fender's successful collaborations with musicians, like Bruno Mars, perfectly reflect their brand mission.
