Audio to Sell, Inspire and Communicate

For compelling and engaging content, it goes without saying that audio is the glue that holds your concept together. It takes skill and experience to bring together the various elements, including voice over, music and sound effects, to create a seamless selling tool.

The goal is for the audio to compliment the vision in a way that it is almost unnoticeable. Poorly produced audio is not easily forgiven and can lower an audience’s perception related to the brand or service/ product the video is promoting. Hence it is important that audio isn’t an afterthought. Audio must be captured cleanly with attention paid to the quality of each element, this can involve the removal breaths, mouth clicks and unwanted sibilance, the application of EQ and audio compressions.

Sometimes less reliant on a voice over element then a radio commercial, video marketing and advertising still require a great music track and sound mix to fully connect with audiences. More often than not, vision alone lacks the same overall impact and subconscious connection of a video accompanied by audio.

Choosing the right music track is just as imperative. It acts as the ‘sound’ of your brand and is directly linked to your identity/ product/ service. Whether it be a tune or a jingle, the track adds to the overall message being promoted by the video and should be targeted toward the interests of your desired audience. Determining the style that best resonates with your audience can be further guided by the sub-demographic, such as location and culture.

These are all considerations taken into account by any good production company tasked with creating an end-to-end video or TVC for your brand.