How to Choose the Right Music for Your Video

Take a step into my mind — watch out for the pit of self-doubt — and follow me through a series of steps to find the right music for your project.

Learn how to select music that fits the tenor of your story | Photo by Clem Onojeghuo

“The process of composing is intellectual before it’s compositional.” — Leonard Bernstein

You made a video. Great! Now, all you need is right music. So you pick out a temp track. It’s a song you like, but does it fit? I mean, does the music match the emotion of the story? If you’re not sure, here’s how to find out.

For this exercise, we’ll be selecting music to accompany a series of one-minute testimonial videos for a food delivery company called Savor. But this process can just as easily help you find music for your film, podcast theme, or dance routine. Here’s how I approach music selection for video:

(1) Figure out what the story is about. (2) Identify themes within the story. (3) Translate these themes into music ideas. (4) Find reference tracks that match the thematic music elements you’ve identified. And (5), use the reference tracks to create, commission, or license music that fits.

1. Define your story

Here’s the project brief: You have been asked to make music for a series of testimonial videos for a food delivery app, called Savor. They’re looking to recruit new drivers to deliver their food. They’ve filmed a variety of current drivers explaining why they deliver for Savor. It’s your job to create music aimed at reaching future delivery driver applicants.

2. Identify themes (or the big ideas)

Now that you have a handle on the story, we can break it down into themes, ideas, or emotions expressed therein. And then, we’ll use this list to inform our music selection.

In the testimonial videos filmed by Savor, drivers give the following reasons as to why they like driving for Savor:

a) Freedom to be your own boss
b) Flexibility to choose your own schedule
c) Opportunity to join a community of drivers
d) Ability to earn while you drive or bike around town
e) Good vibes and generous tips from satisfied customers

3. Transpose (or translate) these themes into music

Our personal music likes and dislikes will influence the decisions we make here. There is no right answer or perfect translation. As long as you focus on telling the story with the right emotion, you can do no wrong. Here is my translation:

• a) Be your own boss — Independent, confident, maybe a bit introspective. I’m hearing an acoustic guitar strumming over a steady beat. Here’s what I’m thinking: Acoustic guitars are associated with singer-songwriters, a very independent sound. And the role of Savor drivers is of an independent nature. The steady beat communicates a consistency to the work Savor drivers do.
• b) Flexible hours — I sense an openness and freedom to the sound. One way I think we can achieve this is by finding a track with an open sounding mix that uses a hearty helping of reverb applied to the instrumentation. This open sound reflects a sense of space, freedom, and flexibility drivers have in choosing their own work schedule.
• c) A community of drivers — I’m hearing a coffeehouse vibe. I’m thinking acoustic instrumentation, like the kind you’d hear at a fire pit or drum circle. This sound is collaborative and communicates a sense of belonging of which Savor is hoping to reflect in their story. Harmonies are another way to showcase collaboration through music. And an unquantized* beat you’d get from a drum circle reflects the supportive nature of the driver community.
• d) Earn while you bike or drive — This feels active, upbeat, and entrancing. I’m hearing a driving beat at a tempo that matches an active heart rate to suggest the active nature of the role. It also communicates a sense of excitement that could entice new drivers to sign up.
• e) Good vibes from customers — Feels warm, like a buttery low-end. To me, I feel good when the low-end or bass of a track gives me a warm feeling. So I’m looking for a full sounding electronic and/or acoustic bass sound so full you can float in it. The goal is to give listeners a visceral experience. Not as intense as dubstep where the bass rattles the speakers but certainly something that fills out the low end and resonates with the body.

4. Find temp tracks that match your music recommendation

Now that we have some music elements picked out, let’s curate a playlist of songs that contain some if not all of them. Having multiple reference tracks will help you better communicate your music recommendation to a client or collaborator. So, find a series of songs that fit. Here’s a playlist I put together of songs based on the elements we identified.

a) “Red Eyes” by The War on Drugs
b) “Shadow” by Wild Nothings
c) “San Francisco” by Foxygen
d) “Star Roving” by Slowdive

5. Make some noise!

If you have the budget to license one of the reference tracks you found — go for it. If not, find a music collaborator, like Soundnoodle, who can bring your exacting vision to life. And if you are a musician planning to produce the music yourself, then I hope this helps you create a sound that’s in harmony with the motivations of the characters, and the feeling and tone of the story. For those of you who try out this process for yourself, I’d love to hear how it works for you.

Jared Kinsler is a founding member of Soundnoodle, a made-to-order music agency in Austin, Texas. If you’re interested in music and sound design, consider following the Sound Advice publication. Thank you for reading 🎩👌