Background music isn’t just an afterthought—it’s a strategic element that can elevate or undermine your video marketing campaign. When the right track enhances the narrative, viewers stay longer, feel more engaged, and remember your brand. When it clashes with the tone or is completely absent, viewers skip or forget the message.
Research shows a 63‑point jump in the “feel‑good” score for viewers who enjoy the music in a video ad compared to those who don’t. That’s a tangible boost to audience mood and recall.
While many consumers mute mobile videos, statistics reveal that 75 % of people watch videos on mute, yet 78 % of audiences expect ads to communicate effectively with and without sound. The takeaway? Craft a soundtrack that supports both scenarios.
We’ll explore how to choose, license, and budget for background music—and why it matters for your next video.
Does Your Video Need Background Music?
Absolutely. Even if most viewers start muted, the moment they turn the sound on, they should be impressed. The best videos deliver a “delight with sound off” and “dazzle with sound on” experience.
Consider our own case study with Reverl: the version with music felt complete, while the one without left a noticeable gap. Music gives video heart and professionalism.
Music Options for Video Production
Three primary categories exist: licensed stock music, royalty‑free stock music, and custom compositions. Each has its own licensing model and cost structure.
Licensed Stock Music
Licensed tracks come with tiered pricing based on project type, distribution channel, and budget. Popular Hollywood tracks can be pricey, but many libraries offer mid‑tier options that fit small‑to‑medium budgets.
Royalty‑Free Stock Music
One‑time purchase with no ongoing royalties. Ideal for high‑reach campaigns where cumulative costs could otherwise become prohibitive. Prices typically range from $10 to $100 per track, with subscriptions starting at $10/month.
Custom Music
Tailored compositions that align perfectly with your brand’s identity. While often the most expensive, custom work can create memorable jingles or themes that stick in consumers’ minds. Later in this guide we’ll list affordable custom‑music providers.
How Much Does Background Music Cost?
Costs vary widely. Royalty‑free tracks often start at $1, but most sit between $10–$100. Subscription plans for unlimited access begin at $10/month. Premium libraries or bespoke compositions can range from a few hundred to several thousand dollars, depending on exclusivity and complexity.
Align licensing terms and audio quality with your budget, distribution plan, and desired brand impact.
Top 5 Royalty‑Free Music Sites
1. AudioJungle
Over 2 million tracks, prices from $1–$100. Includes sound effects and an easy‑to‑search interface.
2. PremiumBeat
High‑production, radio‑ready tracks from independent artists. $9.99/month (personal) or $24.99/month (commercial). Enterprise plans available on request.
3. YouTube Audio Library
Free library for YouTube‑exclusive videos. Licensing is limited to YouTube; external use requires alternative sources.
4. Pond5
63 million+ assets, including audio, SFX, photos, and 4K footage. Great for all‑in‑one production needs.
5. Soundstripe
Subscription model: $119/year (unlimited) or $239/year for commercial use. Broad genre selection.
Top 5 Licensed Music Sites
1. MusicBed
Extensive catalog spanning hip‑hop, club, classical, and more. Pricing varies; most projects require a custom quote.
2. Marmoset
Curated emerging artists. Small teams pay $100–$200; larger firms may exceed $1,000.
3. AudioNetwork
140,000+ pre‑approved tracks. $99 for corporate or low‑budget social campaigns; custom quotes for larger use.
4. Fyrfly
$100/year for corporate videos (explainer, how‑to). Commercial promotion requires a custom license.
5. Jamendo
$49–$99 for commercial use; bulk discounts available for multiple projects.
Top 5 Custom Music Providers
1. Bespoke Music
Specializes in brand jingles. $170 covers 4 cuts and a 2‑year broadcast license.
2. Felt Music
Works with global brands (Pepsi, State Farm, Volkswagen). Contact for quotes.
3. Media Music Now
Full‑service studio for music, SFX, and voice‑overs. Pair with a dedicated composer.
4. Global Fire Creative
Custom music and voice‑over integration. Works with Vodafone, Xerox, and more.
5. Crucial Custom
Invite‑only indie community. Five demos per project; pay for the chosen track.
Tips for Choosing the Perfect Background Music
1. Know Your Audience
Match the genre to demographic preferences—teen‑focused content might favor upbeat pop, while a corporate audience may prefer instrumental or ambient tracks.
2. Stick to Your Budget
Royalty‑free or subscription models often provide the best ROI for smaller budgets. Custom music is a worthwhile investment only when the budget allows.
3. Reflect Your Brand Image
Music should reinforce your brand tone. A corporate, authoritative brand should avoid whimsical tunes that could dilute credibility.
4. Align With the Video Message
Music amplifies emotion. Decide whether you want to energize, calm, or inspire your audience, and select a track that propels that feeling.
5. Ensure Sync and Length
Choose tracks that match your video’s pacing and duration. Many stock pieces are under two minutes; longer videos may require looping or multiple tracks.
Final Thoughts
Background music is a critical lever in video marketing—don’t overlook it. If the process feels daunting, entrust the task to professionals. At Wyzowl, we’ve produced thousands of high‑impact videos and can help you choose, license, and integrate music that boosts engagement and brand recall.