The background music in a TV commercial plays a crucial role in making the advertisement more lively and engaging. This is an essential element that cannot be overlooked when producing advertising videos in general, and TV commercials in particular. So, what background music is most suitable and delivers the best effect? Let Right Media quickly explore a list of popular and catchy background music used in TV commercials below.
The importance of background music in TV commercials.
Music is more than just melodies; it's a multi-functional strategic tool that determines the success or failure of an advertising campaign. Here are the reasons why TV commercial background music plays such an important role:
Enhance emotional connection for viewers.
Music is the shortest path to the audience's heart. With just a few opening notes, you can instantly set the emotional tone for the entire TV commercial.
A gentle, poignant piano piece in a charity TV commercial will immediately evoke empathy. Conversely, a cheerful, upbeat pop melody in a beverage advertisement will convey energy and exhilaration. Music helps viewers "feel" the message even before they "understand" it.
Increase brand recall through music.
This is the classic power of music in advertising. A catchy tune, a short jingle, can leave a strong impression on the listener's mind for weeks, even months.
Just hearing the melody of "Want to buy a TV? Come to Dien May Xanh…" almost immediately brings to mind the image of the green figure and the brand logo. This is proof that music has become an inseparable part of brand identity.
The background music for Dien May Xanh has made a strong impression on audiences over the years.
Guide the rhythm and structure of the TV commercial.
Background music acts as the "backbone" of the filmmaking process. The rhythm of the music determines the pace of scene transitions, creating drama, stillness, or explosive intensity.
For example, an epic piece of music with a fast tempo would suit fast-paced action shots and spectacular camera movements. Meanwhile, a minimalist ambient piece of music would leave room for slow-motion shots, focusing on character expressions and dialogue.
Customer segment positioning
Musical taste can reveal a lot about the target audience of a brand. Choosing the right genre of music will help the TV commercial "speak the right language" to its target customers.
For example, TV commercials for luxury cars often use classical or jazz music to evoke elegance and sophistication. Meanwhile, a streetwear brand might choose rap/hip-hop or EDM to showcase individuality, dynamism, and connect with young people.
List of great and impressive TV commercial background music (Categorized by genre and purpose)
In reality, it's difficult to pinpoint a few specific "most frequently used" pieces of music, as professional TV commercials often use original jingles or music from copyrighted libraries (stock music) to avoid duplication. However, we can systematize the most popular TV commercial background music genres favored by Vietnamese brands. Specifically:
1. Pop/Corporate Upbeat Music (Cheerful, Optimistic)
This is the most commonly used and safest genre, appearing in countless TV commercials.
- Characteristic: The melodies are bright and cheerful, often featuring piano, ukulele, electric guitar, and clapping. They evoke a positive, energetic, and hopeful feeling.
- Commonly used for: Fast-moving consumer goods (FMCG), e-commerce platforms (Shopee, Lazada), banking, telecommunications, and products aimed at families.
2. Epic/Orchestral Music
When a brand wants to project grandeur, stature, and ambition, this is the perfect choice.
- Characteristic: Using a symphony orchestra with its pounding drums, majestic strings, and climactic melodies creates a sense of awe and powerful inspiration.
- Commonly used for: Real estate corporations (showcasing large-scale projects), car manufacturers (emphasizing luxury and power), national brands (Vietnam Airlines), and year-end summary videos from major corporations.
3. Acoustic/Folk Music (simple and sincere)
This genre of music evokes feelings of intimacy, warmth, and trustworthiness.
- Characteristic: Using acoustic instruments such as acoustic guitar, piano, flute, and violin. The melodies are gentle, profound, and evoke a sense of peace and authenticity.
- Commonly used for: Organic products, clean agricultural products, ecotourism brands, household care products, and life insurance.
4. EDM/Electronic/Dance Music
Aimed directly at Generation Z, this genre of music is synonymous with modernity, youthfulness, and dynamism.
- Characteristic: The rhythm is strong, the bass is pounding, and the electronic melody is catchy and trendy.
- Commonly used for: Energy drinks, smartphones, tech apps, fashion brands, holiday advertising campaigns.
5. Jingle (Theme Music) and Original Compositions
This is the ultimate weapon for building brand identity, because a piece of music tailored specifically to a brand cannot be copied.
- Characteristic: Typically, it's a short, memorable melody, with or without lyrics. It's perfectly aligned with the brand's image and message.
- A classic example in Vietnam: The melodies of Dien May Xanh, Biti's Hunter (often combined with V-Pop hits), Vinamilk's "Vuon Cao Viet Nam" (Rise High Vietnam)...
Choosing background music isn't just a matter of feeling; it's a strategic decision. Right MediaEach TVC project undergoes a thorough analysis process to find the most suitable music. Contact us for advice, answers, and support in planning your TVC production and selecting the most engaging background music for your audience.
Things to note when choosing background music for a TV commercial.
To avoid regrettable mistakes, keep these golden rules in mind:
1. Copyright issues
This is the most important point. Absolutely do not use popular songs from the internet without permission. This can lead to costly lawsuits, video removal, and serious damage to brand reputation.
Safe solution:
- Royalty-free music: Purchase one-time licenses from reputable music libraries such as Artlist, Epidemic Sound, and AudioJungle.
- Original music composed by: Collaborate with musicians to create an exclusive piece of music.
- Free music (Public Domain): The copyrights for these classic works have expired.
2. The background music doesn't overpower the visuals.
Music is an excellent supporting actor, not the main character. It needs to support and enhance the visual narrative and voice-over, rather than distract from or overpower the key elements.
3. Music that matches the brand's personality.
Ask yourself: “If my brand were a person, what kind of music would they listen to?” A reputable, long-established bank shouldn’t use trending TikTok music, and a dynamic, unconventional brand shouldn’t use overly formal, classical music. The music must be appropriate for the brand’s personality, the context, and the storyline built for the TV commercial.
4. Consider the difference between music with lyrics and instrumental music.
Music with lyrics (especially hit songs) can spread very quickly, but the lyrics may conflict with the message or commentary of the TV commercial. Instrumental music is often a safer and more flexible choice, allowing the visuals and commentary to shine through.
5. Don't forget the sound effects.
Background music works best when combined with subtle sound effects (SFX): the sound of pouring water, the sound of opening a product, the sound of birds singing… This combination creates a world of sound that is deep and realistic.
Music is a universal language, and in the brief 30 seconds of a TV commercial, it's the most powerful tool for brands to communicate and connect with customers. Choosing the right background music for a TV commercial is no simple task; it requires a deep understanding of the brand, the customer, and the art of storytelling.
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