What about music?
Sound, usually in the form of music, is an important part of the message you want a production to convey. So it is important not to underestimate the value of appropriate audio. It can make or break your production.
Rewind for a moment
What do people expect from sound with moving pictures? The combination of these media is less than 100 years old. Musical accompaniment to moving images has an amplifying effect on our emotion. The interpretation of sound tells a story and gives expression to what you want to tell. Gloomy stories in slow and minor, positive ones in speed and major, for example.
We pay particular attention to the purpose of the video, our client's target audience and what story we want to tell. For example, a short teaser or pre-roll for a young target group requires different music than a corporate video for the business market. Good music contributes to product and brand perception by activating our brain and evoking positive emotion. So every production needs a deepening in target audience.
The right choice
A video naturally consists of several parts besides music: images, animations, voice-over, texts in images. In the end, the balance of these parts is important to use the music in the right way. In an informative film, such as Axero's corporate video, it is important that the music reinforces the voice-over and ensures that you, the viewer, remain interested in watching. Axero's target audience requires a good beat and because of the purpose of the video, the music is present in the background and therefore not too dominant.
In a video without voice-over, such as the product video of the Harman Kardon Onyx Studio 7, the music is the carrier of the image and determines the storyline. The tempo of the music determines the rhythm of the editing. The character of the images determines the genre of the music. Alignment of music and video is thus crucial.
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Sound Design
So we like to think about what music suits your brand and production as early as the concept phase. For more dynamics and experience, we add SFX, sound effects. That way we put extra emphasis on actions, movements and transitions. Besides the objective and the target audience, we also take into account the platform on which the video will be shown. Are there time restrictions, as with commercials or advertisements? Is there the possibility to listen to the video with surround sound, allowing us to mix in 5.1, 7.1 or Dolby Atmos? All to make sure your target audience has the right experience with your brand.
Result
Taste is something to be argued about, and the same is certainly true of music. The trick is to let audio contribute to the emotion that touches your target audience. Personal preferences can play a secondary role in this. Having completed countless audiovisual productions, we can now rely on our knowledge and are happy to be challenged by your questions. Does that sound like music to your ears? Then contact us and we will gladly tell you more.
Contact
we look forward to hearing from you
Martijn
Senior designer