How do you get original music made for an ad?
Start with a brief on what the music has to mean, let composers make demos on the film, choose, and license the finished track for as long as the campaign runs. Howl, in Amsterdam, does this for brands and agencies in the Netherlands and Germany: original music, re-recordings, sound logos and syncs.
How a job runs
- The call. You tell Marcel the idea. You don’t need a finished brief; writing it is part of the job.
- Insight and brief. We find the meaning that fits the brand and write a music brief your client, the agency and the composer can agree on.
- Demo round. Composers make demos on the film, so you hear the options before you commit to one.
- Production. We finish the chosen music and deliver the mixes and stems the edit needs.
- License. An annual license, renewed for as long as the brand uses the music.
Who makes the music
We choose composers, producers and vocalists for their own signature. The brief fixes the hook and the brand fit; the rest belongs to the maker.
What it costs
That depends on the route, where the film runs and for how long. We quote per route, excluding vocals and VAT, so the producer can compare the options line by line. The license works per year: see Buyout or license.
Examples
Not sure if your film needs new music at all? Read original music, a library track or an existing song.
- Hyundai Palisade. An original score for the launch film, no voice-over, delivered with stems and four sound-logo options.
- Eneco. A De Jeugd van Tegenwoordig classic for the new campaign: composer demos, two routes side by side, and choir sessions in Dutch and French.
- PLUS. “Ich bin wie du” became “Net als jij”, sung by Wes & Wes for the Euros.
Questions
Who makes original music for commercials in the Netherlands?
Howl, in Amsterdam, makes original music, re-recordings, sound logos and syncs for brands and agencies, mostly in the Netherlands and Germany.
How long does original music for an ad take?
A brief, a demo round on the film and production of the chosen route. Plan for a few weeks rather than a few days.
What does music for a commercial cost?
It depends on the route, the media and the term. Howl quotes per route, excluding vocals and VAT, after the brief.
Do I need a finished brief before I call?
No. An idea is enough. Howl writes the brief with you.