Music is emotionAl, universal, and powerful.

Individuals and groups use music to express identity and convey ideas. Artists and creators use music to tell compelling stories. Smart businesses value music as a strategic asset in promoting their brands. Some even do it well, through stock music, licensing, and media composition services who tailor music to the brand’s unique messaging and special purposes.

It’s easier than ever to use the emotional power of music in your brand promotions and media projects. But you should know what’s available, and what’s best for your needs. Let’s compare the different avenues mentioned above…

Stock music.

These days, choices abound for pre-made “stock music” that can be selected, used…and then promptly forgotten. Stock is convenient, and probably the least expensive option—but it’s not the best choice for building a unique brand. That’s because you’re selecting music from the same “stockpile” as everyone else—so much for standing apart from the competition.

The most common use is as background music in presentations, YouTube videos, or podcasts. Generally, light-duty musical applications.

Music licensing.

“Licensing” songs that generally sound more professional and hip is another popular option—among those who can afford to go that route. (It’s a bit cost prohibitive for upstart brands and small businesses.) And unless you’re paying a premium for “exclusive rights,” there’s no guarantee the music isn’t being used by multiple licensees. Once again, there goes your “unique identity.”

The most common licensing is for commercials, TV & movie soundtracks, and video games. Higher-profile media than your average YouTube video…and hence, usually worth the high cost.

Media composition services.

Either of the above solutions is fine if it works for your brand, product, or project. But what about when you need something more unique? Something with more flavor or individuality? Enter your friendly, neighborhood media composer.

Actually, the “holy grail” for most media composers is to land a plumb job scoring big Hollywood movies, and becoming the next Hans Zimmer. (Back in the ’80s, I wanted to be Jan Hammer, the musician who scored Miami Vice every week!)

But the more mortal composers among us also offer our music for licensing, stock libraries

problem can be found in the help of a media composer, who can craft a sound that’s not only a cohesive part of your overall brand strategy,

A great middle solution for upstart brands, creators and producers is the help of a media composer, who can craft a sound that’s not only a cohesive part of your overall brand strategy,

Believe me, if you’re building a brand, you want to be in that last category.

But if you’re promoting a brand, you’re also telling a story…and music is one of the most effective ways to do that. GCI helps you stand apart by crafting a unique sound for your brand’s specific identity.

Contact Terry today to talk more about how to make music an impactful asset in your brand arsenal—not just background noise—and give your media projects the polish to stand out from the fray of typical-sounding brands. In the meantime, read the following GCI case study…

CASE STUDY: SELF-REMEMBRACE

By far, the best use of music in a media project is strategic, intentional, and unique.