May 22, 2012 Leave a comment
When you produce radio commercials, one of the toughest decisions you face is whether to use music, and if you do, what music to use. At least it should be a tough decision. You should devote as much care and consideration to choosing an underscore as you do to every other step in the production process, including copywriting. In fact, writing with a specific piece of music in mind is a useful way to overcome a creative block and to make sure your message is on target. The spot below was written specifically for the music. In other words, I chose the music first and then wrote the story.
Music—or the lack thereof—is absolutely vital to producing engaging radio. The “radio commercials are supposed to have music, so I’ll throw any old bed under this voiceover and call it done” attitude is unacceptable. Every piece of music you use should serve a purpose.
A few weeks ago I wrote about the power of silence. Music can, and should, be used in the same way. Music can evoke a desired mood. The right bed can lend a humorous touch, or help create drama or suspense. Choosing the right music will help you produce spots with emotional impact. Emotional impact is essential to your primary goals: entertaining your audience and delivering results for your clients.