Royalty Free Music

Royalty Free Music for your Corporate Video | Pros and Cons

Your video needs just the right music to communicate the tenor of your brand and timbre of your message. Choosing that music can become a daunting task when you are trying to bring in a project on budget and on time. The solution is to use Royalty Free music.

Like stock photography, the stock music industry has exploded online; providing music producers the opportunity to reach a massive market. So now there are more options than ever before to acquire fresh, catchy and complimentary music for your online marketing and business communication videos.

But like every cost-effective solution there are pros and cons.


1. Affordable

A company can blow its entire marketing budget on licensing the rights to today’s hottest club track. The same goes for a golden oldie that speaks directly to everyone above the age of sixty. Thanks to Royalty Free music you can get an appropriate music track that won’t break the bank.

2. Easy Licensing Agreements

The Royalty Free music industry realizes that being affordable means simple licensing agreements . Whether you get an independent music producer or shop an online music catalogue, there is a short and easy-to-understand license for you.

3. Genres, Moods or Instrumentation

Music evokes emotions so finding the right track for your video is key to its success. Deciding on the perfect track for your video can be tough but at least you can narrow your search in a variety of ways. Looking for something luxuriant with gently evolving, cascading strings? No problem. Don’t get stuck with a dub step track to feature your $2.6M condo for sale.


1. Taste vs Cost

You may not be able to afford the latest pop sensation that is stuck in your head, but you can get something ‘poppy’. The production value won’t be the same either, depending on your budget. But hey, perhaps that tune banged out on a Fisher Price keyboard is perfect for your line of plush toys.

2. Non-exclusive rights

When deciding on music, it is worth noting that good tracks are often popular downloads. This means that you have to be comfortable with other brands using exactly the same music. They may be competitors or organizations that are antithetical to your brand. For example, it is entirely possible for PETA and the Canadian Cattlemen’s Association to use the same music in their video productions.


Your brand and target market should determine the kind of music in your video, not your personal taste. So don’t feel bad if you can’t have exactly the song you want, it should be the song they want. The alternatives are abundant and affordable, so long as you are aware of the benefits and compromises.

We work closely with clients on music selection and are happy to provide suggestions and sample tracks for approval. How can we help with your next video project?

A Video Ode to Summer

How easy is it to get away from the city?

As a personal project this summer we produced a spot on Birkenhead Lake to shop around to travel and destination clients. With just a few customized shots and additional graphics, we saw this piece promoting either car-share programs or the province of British Columbia.

It is also a killer portfolio piece, shot in the vein of so many other projects eager to embrace mobile technology. To test the capabilities, functions and quality, we shot this entirely on the iPhone 6.

At the very least, this will inspire you to go camping!

Nicole Bridger

Creative Climate & Mindfulness

As part of a content strategy, event teaser trailers like this are powerful ammunition for social media teams; measuring views, viewing time, subscriptions, tracking social impressions and shares. How are you using video as a part of your brand strategy?

In this video, socially conscious fashion designer Nicole Bridger shares on the different ways of thinking about and effecting one’s own climate – personally, professionally and creatively.

Video In Email

There is a statistical jump in the open rate of emails with the word “video” in the subject line. Readers are also 60% more likely to watch a video rather than look at any text so the use of video in email marketing is becoming a strong consideration for driving click-through rates, engagement time, sharing and conversions.

3 ways to include video in your email marketing

1. Ideally the video would play right inside the email so the user never has to leave their inbox. This is called “embedding”

Unfortunately, this only works about 50% of the time because HTML5 video embedding is not compatible with all email services. The other 50% will see a default image.

Email clients that support video:
iOS devices
Apple Mail
Thunderbird 13

Email clients that do NOT support video:

Gmail is a huge service provider that does not support video embeds, which should be a careful consideration in your email marketing efforts.

2. Using an animated GIF to link to your video is an option that is much more widely supported. This adds a lively element to your email and can cleverly indicate that you are linking to a video.

3. The most reliable option is to use a static image as a link to the video. From the inbox you can send your prospect to a landing page, blog post or a video sharing network like Youtube or Vimeo.

When linking outside of the inbox, you should always work to send your audience to a landing page or blog entry so you can continue to guide their experience – remove distractions and outside links, add a call-to-action, maintain the brand experience, etc. Setting the video on a landing page to auto-play is acceptable in this case, since the audience is expecting to see a video.

Video is racing to the top as a form of online content. How are you using video to communicate your business?