Original music, a library track or an existing song: which does my ad need?
For some films a library track is the right call. Choose an existing song when its meaning is the idea, and original music when the brand wants a sound of its own, made for this campaign, with clean rights for the full term.
The three routes
- A library track. Ready today and licensed on fixed terms. Other brands can use the same track, so it won’t become yours.
- An existing song. People know it, and its meaning comes along. You need the rights holders’ permission, and the song brings its own history into your film.
- Original music. Made for the film by people with a signature of their own, carrying the meaning of this campaign. It takes a demo round and a few weeks, and the brand gets a sound nobody else has.
How to choose
- Start with the meaning. Write down what the music has to say about the brand. That page decides more than the budget does.
- Ask if the meaning lives in a known song. If the idea is that song, license it or re-record it.
- Check time and use. A short online spot with a tight deadline can work with a library track. A campaign that runs for years and in several markets asks for a sound of the brand’s own.
- Hear it on the film. Put the options against the picture in a demo round before you decide.
Where Howl fits
Howl makes new music: original compositions, re-recordings and sound logos. When an existing song is the better answer, we say so, and within the Ringo group we can price and license it.
Examples: an original score for the Hyundai Palisade launch film, with no voice-over, delivered with stems and four sound-logo options. And for Lynk & Co, three imaginary DJ sets for the people the brand wanted to reach, where Moondog’s “Bird’s Lament” won.
Questions
Is original music better than library music for an ad?
Not always. A library track suits a quick, short-lived spot. Original music suits a brand that wants a sound of its own across a campaign.
When should a commercial use an existing song?
When the song's meaning is the idea of the film. People recognize it, and that recognition is what you pay for.
Can other brands use the same library track?
Yes. Library music is licensed to many users, so another brand can run the same track at the same time.
How long does original music for a commercial take?
It starts with a brief and a demo round on the film, then the chosen route is produced. Plan for a few weeks rather than a few days.