How do we get the whole team to agree on the music?
Give everyone one language for what the music has to do, before anyone plays a track. Then judge the demos on the film against those words, not against ten people’s favorite songs.
Why music choices get stuck
Many stakeholders, many cultures, one film. The client, the creative team, the producer and the composer all hear the same song and describe it in different words. “Upbeat but emotional” goes nowhere, because each person fills it in with their own playlist.
Feedback rounds then turn into taste rounds. Every round costs time, and the film still has no music.
Five things that help
- Agree on the meaning first. What should the music say about the brand? Write one sentence everyone accepts.
- Swap adjectives for observations. Say what happens in the music: the tempo, where it builds, which instrument carries the melody, where it goes quiet.
- Use references for one quality each. “This drum sound” works. “Make it like this song” starts a new argument.
- Listen on the film. Music sounds different under picture and voice-over. Judge demos where they will live.
- Decide against the brief. Ask which demo does what the sentence says, not which one people like best.
The talk
Marcel gives a talk for agency and brand teams: How to have a better conversation about music. Why “upbeat but emotional” goes nowhere and what to say instead, with examples from John Cage to the drop. Book the talk.
Questions
How do you choose music for an ad with many stakeholders?
Agree in words on what the music has to mean before anyone plays a track. Then compare demos on the film against that sentence.
How do I give useful feedback on music?
Describe what you hear and where: tempo, build, instruments, the moment it turns. Avoid adjectives that everyone reads differently.
Why does “upbeat but emotional” not work as a music brief?
Each person pictures a different song when they read it. A brief needs words that point to the same music for everyone.
Can Howl run a session with our team?
Yes. Marcel gives a talk for agency and brand teams on how to have a better conversation about music. Call or WhatsApp him to book it.