The Art of Sound

Music for Video Production

Can you recall a modern video without sound? Nope? That’s because effective music for video production doesn’t just support the visuals, it amplifies their emotional impact and helps your message resonate.

At Meantime Studio, sound isn’t an afterthought, it’s a core creative tool! Led by Luke Billing, our Managing Director and former Director at London’s renowned Berry Street Studio, we bring deep-rooted expertise in composition, sound design, and emotional audio strategy. Whether it’s a campaign film, a documentary, or branded content, our approach to music is always deliberate, distinctive, and story-first.

Why Music Shapes Viewer Experience

The soundtrack can be the first element your audience connects with…..before a word is spoken or a frame is understood. Well-chosen music for video production grabs attention, shapes emotional tone, and draws the viewer into your world. While music often comes in late during post, it should be part of your thinking from the start. It’s the sonic thread that ties every element together.

Before diving into music libraries, understand this: you need permission to use any music that isn’t yours. Unlicensed tracks can trigger takedowns or legal claims, especially on platforms like YouTube or Instagram. Use properly licensed music, or commission bespoke work (WE LOVE THIS OPTION) and you’ll sleep better at night.

Start by asking: what do you want people to feel when they watch this? The tone of your soundtrack should mirror the emotional purpose of your film. If your piece includes voiceover, avoid busy melodies or intrusive instruments that fight for space. Instead, lean into ambient textures or low-frequency elements that provide support without stealing focus.

Understand Music’s Function Within Your Video

Soundtracks serve different purposes depending on the context. Explainers typically benefit from calm, rhythmic tracks that maintain flow, while brand campaigns might demand something bold and emotive. A charity appeal might call for something sparse and melancholic. A sales promotion? Fast-paced and urgent.

Being clear about your video’s objective helps you choose music that drives your audience toward the action you want them to take.

Your soundtrack shouldn’t just fit your brand—it should appeal to your audience’s taste. If you’re targeting Gen Z, don’t be afraid to push boundaries with genres like lo-fi, hip hop, or experimental beats. For B2B or broader demographics, clean and neutral sounds such as classical or ambient music might work better. Always consider who you’re trying to connect with.

Memorable Sound = Memorable Brand

Some campaigns are inseparable from their soundtracks. Think of the Cadbury advert with the drumming gorilla and Phil Collins. The music became synonymous with the brand’s playful, bold tone. While licensing a global hit is out of reach for many, smart music choices, even on modest budgets, can stick in your audience’s minds.

At Meantime Studio, we’ve composed original scores and licensed standout tracks to ensure our clients’ stories leave a lasting audio impression.