Let’s get one thing on the table up front: Using “Angel” to sell shelter dogs has to be one of the most obnoxious choices in music for advertising.
We’re awful (come at us), but the song is almost as annoying as it is depressing.
Our opinion, though, is also apparently completely wrong regarding pet adoptions and do-gooders. Sarah McLachlan’s bleeding heart wrangled $30 million into the ASPCA when it launched. Even she’s said it’s “brutal” to watch.
So why did it work so well?
Because it made you feel something.
Whether you love puppies or kick puppies – or can’t stop thinking about the fact that McLachlan wrote the song after reading about the drug overdose that killed Jonathan Melvoin of the Smashing Pumpkins – the notes just … hit … in this context.
Who doesn’t want to be pulled from the wreckage of their silent reverie? Who among us hasn’t found that there’s always some reason to feel not good enough?
And here we are, nearly 20 years later, still talking about it. Some still cry over it.
When we watch something, our brains search for cues on how to feel so that we can build associations or memories. If the brain can’t decide, it throws the information away or ignores it. Kinda like puppy mills throwing away the dogs they can’t sell?
The job of music in video marketing or a commercial is to help your hippocampus figure out how to feel.
In other words, Sarah McLachlan’s angelic voice manipulated our brains to think we needed to adopt a dog and now we use the song to make fun of our animals when they stare-bear us eating a sandwich on the couch.
If you’ve been producing videos without music, have horrible instincts on what music to pick, or didn’t realize the critical relationship between music and marketing, this article is for you.
We’ve got five practical tips for making the right music choices for your next video. Let’s get into it!
5 Practical Tips for Selecting the Right Music
1. Understand Your Video’s Purpose
Before you hit play on your “Ultimate Ad Jams” playlist, ask yourself: What do I want people to feel? A heartfelt “About Us” video will need something vastly different from a snappy short-form promo destined for TikTok or pre-roll YouTube spots. Music should amplify your message, not compete with it. The right music can even keep viewers around for longer than expected – which we found to be the case when we juxtaposed this modern track with 1930s-era visuals.
2. Read the Room
Your viewers’ musical taste matters. Are they Gen Z trendsetters who live for viral TikTok sounds? Or Millennials who can’t resist a pop-punk throwback? Understanding generational preferences (and avoiding cringe-worthy stereotypes) is key. You can also create a connection by reimagining a classic or trending song – or, as we did here, recreate a classic that is itself trendy again. So meta.
3. Use Dynamic Contrasts
Silence can be just as powerful as sound. Think of the momentary hush before a beat drops. Contrasts — whether through dramatic pauses or switching up tempos — keep your audience engaged and your message impactful.
4. Don’t Skip Licensing 101
Royalty-free music is your best friend if you’re on a budget. Licensed tracks add prestige but come at a cost. And original music? Perfect for a unique sound but requires skilled composers. Whatever you choose, legal trouble isn’t the vibe.
5. Match Music to Your Video’s Technical Needs
Volume levels and tempo synchronization are crucial. The music should enhance the visuals, not drown out the dialogue or overpower the pacing. Think of it like seasoning a dish — enough to add flavor but not so much that it’s overwhelming. Here’s some pretty loud and tasty food for thought in a commercial we produced for Fat Snacks.
Why is Music Important in a Video?
The power of music in marketing goes way beyond background noise. It’s a mood-setter, an emotion-evoker, and an instant memory-maker.
Studies show that the right soundtrack can boost ad recall, brand recognition, and “purchase intention” – which is the most ivory-tower way of saying “music can make people want to buy your thing.”
Your soundtrack can be simple – like Intel’s iconic dun-dun-dun-dun.
Your soundtrack can be … a little unexpected – like Willie Nelson’s gravelly voice over a stripped-down progression of “The Scientist” to tell us a story about why “progress” is making us miserable.
And of course, your soundtrack can be excruciatingly and tragically sappy – looking at you, ASPCA.
After this blog, they’ll never hire us for their next video marketing campaign. But you can!
Selecting the perfect music for your videos isn’t rocket science – but it is a science. That’s where Hackstone comes in.
As a full-service video marketing agency, we don’t just produce top-tier content — we fine-tune every detail, from visuals to soundtracks, to ensure your message resonates with your audience.
Want to create commercials and music that hit all the right notes? Contact Hackstone today – we don’t kick puppies!
(P.S. We actually do like most dogs so please don’t hate us. Here’s proof!)
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Bonus: Resources for Music to Add in Video
- Epidemic Sound: Great for royalty-free music
- Artlist.io: High-quality tracks with simple licensing
- Soundstripe: Affordable options with a user-friendly interface