For our next installment in examining the the most overlooked production music categories, we’re turning to world music. Specifically, Australian & Digidiroo. Royalty free music libraries around the globe tend to be lacking in the extremely useful and oft neglected compositional genre, representing a huge opportunity for composers involved in stock music production.
Australian music has a long, rich, and diverse history, and spans a diverse range of tastes and cultural sounds. Heavily influenced by European colonization, Australia’s classical music and folk music mirror the styles common to Europe in their respective eras, while modern day pop and country genres are largely consistent with trends in the United States.
But most notably, and probably the most recognizable, is the use of digidiroo in aboriginal and folk music. Similar in sound generating function to the trumpet, the digideroo is a long wooden wind instrument that creates that quintessential drone pipe sound. If you’ve ever seen a film with a chase scene through the jungle, or a pan across a hot desert, you’ve likely heard the low, buzzing drone of the digigeroo.
Why is Australian music so useful in production? The characteristic digideroo sound can be used in a wide variety of film and video genres, most effectively to set foreign scenes in harsh environments. Commonly, the sounds tytpical to Australian folk genres create excitement in advertising, hinting at the new and different. The drone can be used to create tension, either in concert with other tribal percussion, symphonic strings, and brash brass stingers, or on its own as a minimalist score.
Our production music pick of the week features the royalty free corporate music track Achieve by Dan Foster. Modern and emotional, this track is uplifting and motivational. Ideal for commercial work, and perfect for times when presenting a positive corporate image is key, this brave and encouraging piece is a must-have for producers creating multimedia projects and videos for businesses and organizations.
We selected three stock footage clips to accompany this corporate track. As the soundtrack opens with a determined tone, prominently featuring electric keyboards and a percussion loop, we chose business stock footage clip 194408, which is a simple 3D animated clip of entering a business through glass doors and a modern, clean hallway. This matches the modern, clean feel of the music, with the movement of the video mirroring the forward motion of the track.
As the production progresses, our video changes to a clip of what could be a busy call center or online support center (video ID 288622), showing numerous workers at computer terminals. The leading, encouraging feel of this corporate music track brings energy and a sense of focus and determination, highlighting the motivational yet professional nature of the track.
We close this week’s royalty free music pick of the week with a pan of a city skyline at dusk, showing the track’s versatility as a potential candidate for business montages and scene establishment. The pulsating rhythm and modern harmonies come together with this city skyline stock footage clip (ID 155156) capturing the motion and life of a city at the end of a hard day of work. The addition of strings into the mix at this point also reminds us of some detective or action-drama productions.
The holidays are right around the corner, and christmas video production projects are in full swing and nearing the finishing touches. Add a little Christmas cheer with this fun royalty free music track, Santa In A Hurry. Our pick of the week this week, this piece of Christmas production music (music ID 325147) is perfect for children’s projects and holiday themed work. A perfect mix sleigh bells, woodwinds, and brass band, this track combines cheer and wonder with a sense of simplicity. We picture elves working in the workshop, or a goofy romp through a winter wonderland.
Our stock music pick of the week video features stock footage clip 388130, a looping 3D animation of a night journey over snowy hills decorated with Christmas lights, cookies, presents and candy canes. We think it adds the childlike fun and holiday character to complement this music track. We looped the video to fit the short length of the music.
For any project in need of some edginess and youthful rebellious energy, Skater Punk by Robert Neary is the royalty free production music track that will deliver. From comedy television shows and prime-time cartoons to indie news and political satire, this track fits a variety of multimedia applications so well, you can hardly call it stock music.
Featuring heavy guitars, and hard-hitting drums, this track is triumphant, motivated, and frenetic. We synced up this music with one of our high definition stock footage clips to demonstrate how this might work for a political news show (think the Daily Show with Jon Stewart or Colbert Report with Stephen Colbert) title sequence. While the youthful exuberance gives the video an edgy, in-your-face, stick-it-to-the-man flair, there’s something remarkably authoritative about the sequence as well.
If your creative agency like most businesses, you know that getting the most bang for your buck from your marketing dollars is crucial to success. If you use needledrop or custom production music in any of your marketing, making the switch to royalty free music in your marketing activities, whether on social media or at live events, can save you thousands of dollars per project, making switching to stock music an effective strategy for increasing your bottom line.
If you market using video on social media sites, creating videos for YouTube or other video agregators is key to your success. However, professional production can cost tens of thousands of dollars, from actors to equipment, to full out production companies, editors, script writers, and more. Adding to this expense is custom music, which can run you anywhere from several hundred to several thousands for a couple minutes of music, especially if you’re looking for exclusivity. In fact, many production houses build in music licensing fees anywhere from $5000 to $20,000 depending on the project’s overall budget. All this for an online video?
You can trim the fat, thereby increasing your video’s overall effectiveness and increasing your ROI by switching to inexpensive royalty free music. Sure, it’s not exclusive, and sure, you’re not going to have Miley Cyrus’s latest twerk. However, finding something similar sounding by a professional musician in a royalty free music library will save you tens of thousands in licensing fees. If you can avoid needledrop libraries, where they charge you a fee per use, you can even make your project even more cost-effective. At productiontrax.com, you can get a professionally produced pop soundtrack for your next YouTube video for less than $50, with no needledrop fees, and no royalties to pay.
By cutting out unnecessary licensing costs, you can remove bloat from your project’s overall cost. If you could lower your marketing spend by $5000, and still get comparable results, it seems like a no-brainuh. Let’s face it, it’s the internet. No one is going to care (or even remember) that you got the exclusive rights to Twerkatwerk, 2013’s top pop smash, for your viral video. Royalty free music is a perfect substitute: it’s plenty cheaper, and sounds just as good.
This week, we’re featuring the Production Music track My Friend, ID 378834, a nostalgic folk pop cut that is great for peaceful, reflective moments in any type of multimedia project (such as the stock footage clips we paired it up with). This piece of royalty free music isn’t your typical stock music track: it’s packed with emotion and pensive thought, with gentle acoustic guitar strumming and interspersed piano melodies moving the piece forward while reflecting on all that is and was.
For demonstration purposes, we’ve combined this track with some amazing nature stock footage: clips 350535 (a large tree branch dripping from rain) and 350306 (a stately tree with autumn-colored leaves gently flowing in a fall breeze). The clips are peaceful and reflective, and show off the emotional nature of this week’s royalty free music pick.
The words royalty free and stock music might have a negative connotation in some filmmaking circles. But the reality is that using stock audio strategically and appropriately within your productions can have a positive impact on both your creative output and your bottom line. Here are three great reasons to use some royalty free music in your next film.
1) Stock music is cheap. There we said it. Stock music is cheaper than most sources of music, whether you’re looking at custom composed tracks (which can run you several hundred to several hundred thousand dollars), library music (which carry license fees per use, per second, and based on the size of your production), or even licensing a popular song through a publisher (can we say, pricey?). Stock music requires a one time fee, usually $50 to $100 for commercial usage, and that’s it.
2) Stock music actually sounds good. It’s true. More and more professional musicians and artists are realizing the value in contributing work to the royalty free music scene — it gives them more exposure, allows them to make more money from their music, and gives them some control over their careers. That means that gone are the days when stock music sounded hoakey or cheap, so you can put asside any pre-conceived notions that stock music will make your project sound bad. You can get some really great sounding tracks that work with your visuals seamlessly and have great production value and in any style you could dream of. Combine it with some sound effects, and people will think you had custom top-of-the-line audio work in your production.
3) Royalty free music saves you time. With the help of powerful online search functions, keyword tagging, and lightboxes, you can put together a soundtrack in mere minutes without spending a dime on music supervision services or waiting for cues from a composer. And time is money. You can go from concept to final product in hours instead of weeks. Throw in some HD stock footage for good measure, and take care of some of your shot needs, as well!
Looking for something simple, fun, and modern? A royalty free music track that screams Apple or Google? Something personal, hip, and nostalgic? Look no further than Sunny Side by Toy Invention (Music ID 350610) this week’s Royalty Free Music Pick of the Week. This track is perfect for advertising campaings and is sure to appeal to the senses like a warm summer day.
We put together this video with a stock photo, ID 331081 and some nifty little filters to give you a little visual feedback as well.
The idea of using sound for branding is not new, but particularly in Europe, is considered an important marketing speciality. Using all of the usual marketing techniques of research, trial and retrial, entire agencies target sonic branding. It is the least used branding method and considered the technique with the most growth potential.
At the 2012 Audio Branding Congress at the University of Oxford, virtually every research project and branding development came from Europe. Speaking to other attendees, they were surprised at the lack of American participation when they felt American development was extremely mature. Cases cited included Harley-Davidson’s famous exhaust tuning studio, Intel Inside, and the omnipresent McDonald’s audio logo. New work presented at Oxford included sound design for the atmosphere in Harrod’s famous toy department in London featuring regenerative soundscapes, audio logos for two famous European companies, and an entire suite of sonically different logo-based music for use throughout the Dell Computer organization.
Recent literature that sum up current directions in sonic branding include “Sound Business” by Julian Treasure of The Sound Agency and “Audio Branding”, a compilation of articles and studies representing all issues associated with creating effective audio branding.
While considered a niche, sonic branding can be a differentiating part of the portfolio of a sound designer and/or composer. The unique chances to present their work from typical broadcast and the Internet to prestigious and renowned public spaces can be a fulfilling and challenging opportunity. Presented properly, any sound design student can be introduced to opportunities very closely tied to the main thrust of their education track. With awareness of jingle writers and sound designers in studios for traditional advertising media, adding the potential in sonic branding is worth investigating.
This week’s royalty free music pick of the week features production music by Michael Musco, track ID 325204 Cool Business Model. This stock music track is packed full of chill corporate attitude that says progressive but civilized, technological but with values. Ideal for advertising, corporate video, even exhibitions and presentations.