The Score a Score team is proud to present to you all, Bravura! What is Bravura you may ask? Allow us to answer your question with another question. Do you suffer from “Scoreophobia” (the fear of sonic deficiency)? If you’ve never heard of this condition, that’s likely because it’s a fictitious disease coined by us to set up our cure for this ailment, which we call Bravura, your prescribed one-stop sonic solution for pharma and healthcare marketing.
About Bravura and Our History with Music for Healthcare and Pharma Ads
To launch Bravura, we teamed up with Big Howl to co-write, direct, and produce a spot that follows all of the traditional pharmaceutical ad tropes. That includes a “problem/solution” structure, side effects (such as earworms, goosebumps, and toe-tapping), and stylized graphics. The VO is delivered in earnest, but also veers into lines that break the fourth wall by calling out common guidelines for music production in this space. For example, “Now let’s drop the music down to a nice repetitive bed to make room for the major statement.”
Our Approach To Creating Music for Healthcare and Pharma Ads
Since Score a Score was founded in 2010, we have seen magnificent growth in the diversity of our work in advertisements. That said, healthcare and pharma have been some of the most consistent verticals in our advertising work for years. This has enabled our creative team as well as our composers to become very fluent in the form. The approach for production music for healthcare and pharma ads is quite distinct. We always aim to support and enhance any brand’s messaging with the perfect combination of mood, tone, energy, and aesthetic. With pharma, however, we need to also walk the fine line of compliance – playing a supportive role without influencing the narrative too strongly in any direction. It’s a creative and strategic process we really enjoy, and we’re excited to plant our flag in the ground with Bravura to continue our expansion in this area.
Our team had such a blast developing Bravura and are grateful to our pharma and healthcare clients for letting us score their work with Bravura. Before we roll the credits, like every proper pharma ad we present to you Bravura’s side effects:
*Do not use Bravura if you are allergic to praise, awards, accolades, or successful campaigns. Common side effects of using Bravura may include earworms, toe-tapping, goosebumps, and overly grateful brand clients. In most cases, individuals using Bravura experienced decreased stress levels in post, positive A/B testing, and resolved choice paralysis.
Click to check out our pharma playlists!
Credits
Creative Directors: Jordan Passman, Jake Weinreb, Ben Santoro, Big Howl Executive Producers: Jordan Passman, Jake Weinreb, Ben Santoro Producer: Max Ferguson Copywriters: Jordan Passman, Jake Weinreb, Ben Santoro, Big Howl Director: Big Howl Editor: Big Howl Graphics: Big Howl Music Producers: Score a Score Composers: Matt Abeysekera, JNUARY, Steve Sopchak, AGM3 Mix + Sound Design: Steve Sopchak Voiceover: Jamie Lemieux Color: Dave Bauer
TikTok has become one of the most popular and fastest-growing social media platforms, especially among the younger crowd. It has massively grown in the last few years and now stands above Facebook, Google, and other tech giants. Its rules are simple: pull out your phone, open the app, and do whatever you can to make the most creative 15-second TikTok video. But what is the app like from a legal standpoint? Like other social platforms, TikTok also subjects its users to rules and regulations surrounding music licensing and copyright infringement. But, since the app is relatively new, it is easier to fly under its radar.
However, TikTok has recently launched its Commercial Music Library to ensure music’s safe and legal use. This is a big step, particularly for brands and business accounts, since they can no longer use music the same way as before. As a result, many of these brands have moved towards music licensing to steer clear of any copyright infringement and prevent their hard work from getting taken down.
To resolve this, TikTok began signing licensing deals with the major labels and producers, giving them royalty rights. Following these music licensing agreements, the company released its Commercial Music Library in May 2022.
The Commercial Music Library (CML) is a pool of pre-cleared, free-to-use, licensed tracks. The audio library enables organizations and verified businesses to use these tracks for advertising and other commercial purposes.
How To Legally Use Music for TikTok Videos?
CML is good news for artists and producers in the music industry since their songs are protected from theft and unlicensed use but for the brands? Not so much. Now, brands can only use the licensed music available on CML and can no longer hop on any trending songs or participate in sponsored hashtags. So, what should they do? Well, here are a few ways to begin.
Only Use Tracks from CML
The first way is simple: stick to the rules. Whenever you upload videos on TikTok, use music from the CML. With about 500,000 tracks available, the library presents many options to choose from and is available for global use. Anyone can use CML’s content for advertising, endorsements, sponsorships, and marketing without fear of penalty or takedown.
Music Licensing
A music licensing agreement is the second way to get your hands on a “non-CML” track. To do this, you need to acquire proper music rights and licensing. This can be costly, but if you are sure that your brand can benefit from it, then go for it.
TikTok music licensing is multifaceted and involves negotiation with the music’s rights holders regarding the reason and compensation of the license. And once you get the approval, you can use the song for any purpose. One good business practice for all brands and verified businesses is to hire a lawyer to ensure that they comply with the obligations and that none of the content infringes copyright.
Create Original Music
The last way to avoid copyright infringement is to create original music. This idea may seem daunting at first, but creating custom music is one of the best ways to convey your brand’s message and to make it stand out among the competitors.
Let Score a Score Help You
With its emerging popularity, the gray areas of TikTok’s legal policies are coming to light. The app is not as lenient as it once was and has brought some challenges for brands and verified accounts. If you also fall under this unfortunate category, get in touch with Score a Score and let us help you with music licensing to get the best track for your TikTok videos.
2023 is waving goodbye, and what a show it’s been! Behind every catchy beat and toe-tapping tune is a story from one of our brilliant employees. However, they’re not just our team; they’re our melody matchmakers, our playlist pioneers, our… okay, enough with the alliterations! It’s time to press the rewind button on 2023 and spotlight our team’s most memorable moments at Score a Score.
Looking Back on 2023 with the SAS Team
The entire team at our annual retreat in Los Angeles
Welcoming Our Newcomers!
With so many new members, it’s only right that their annual highlight be joining the SAS team! That includes Dez Davis (Sr. Creative Manager – Head of Digital Distribution), Andrea Angarica (Creative Coordinator), Jarret Poindexter (Account Assistant), Haley Talley (Account Assistant), Steve Martin (Account Assistant), and Carolyn Witaske (Executive Assistant). With that, we want to say to all of you how grateful we are that you have joined the SAS team, and can’t wait to see what is in store for you all in 2024. That’s not all! Some of our latest newcomers had a few more things to say:
Carolyn Witaske (Executive Assistant)
I’m honored to be part of a team that expertly assists such talented composers in securing music placements. It’s also very meaningful to me that SAS actively gives back by supporting charitable causes.
Haley Talley (Account Assistant)
Joining the team as an Account Assistant was my favorite, but I have to say the launch of Bravura was another amazing moment. Not only is the ad hilarious and well-made, but it perfectly shows just what Score a Score is capable of, and it’s awesome to get to be a part of that!
From left to right: Jordan Passman, Jamey Sussman, & Jessica Makhlin
A Retreat to Remember
Our annual team retreat holds a special place in our hearts. Since we work remotely and are spread across the country, it’s our rare chance to see each other IRL.
Agie Simon (Business Affairs Coordinator)
My favorite SAS moment of 2023 was joining the SAS team as the Business Affairs Coordinator and meeting the team on my first SAS retreat in LA. It was so exciting to meet everyone in person for the first time and participate in team bonding activities that helped me get to know everyone on a personal level. I also really enjoyed spending quality time with my coworkers at Topgolf and sharing our passion for music. I’m so grateful to be a part of the SAS team!
Kristyn Tolhurst (Account Assistant)
At the beginning of the year, I was tasked with planning the Annual SAS Retreat for the whole team. I hadn’t met the rest of my coworkers yet, so I was looking forward to hanging with everyone in person. I booked a corporate shuttle to bring us to our event, but when it arrived, it was a full-on party bus with flashing colored lights, complete with a dance pole. We plugged in the music, turned on the lights, and sang the whole way to our event. Also, a special thank you to the team for letting me sing Weird Al’s “Amish Paradise.”
Mei Luk (Director of Business Affairs)
My favorite SAS moment of 2023 would have to be during this year’s retreat. On the first night, everyone flew in, and a bunch of us sat in the lobby of our hotel eating cheesecake and just talking. Since we are a remote company these real-life moments mean a lot. It was like reuniting with old friends you hadn’t seen in years, only you hadn’t physically met most of them till that day.
Successful Sonics and Connecting with Clients
Our 2023 team retreat? A total highlight reel! Amidst the fun, we also hit some major milestones and launched some show-stopping projects.
Jordan Passman (Founder & CEO)
Reflecting on 2023, I am immensely proud of our achievements. It’s been a record-breaking year, and we’ve paid out the most money to our talented roster of composers in our 13-year history. We’ve also added remarkable individuals to our team, each infusing new life and creativity into our mission. The launch of Bravura stands out as a shining example of having so much fun doing what we do best. This success is a reflection of our collective effort to stay focused and committed to working together. I’m deeply grateful for every contribution that has led us here and excited for the continued journey of innovation, collaboration, and excellence ahead.
Jake Weinreb (COO)
My 2023 highlight would have to be the launch of Bravura. Pharma and healthcare have been some of the most consistent verticals in our advertising work for years, which has enabled our team and composers to become fluent in the form. To see all that hard work and expertise come to life through Bravura was beyond gratifying. Bravura was more than a professional achievement for the company; it was a testament to our team’s passion for what we do and how much fun we have while doing it.
Ben Santoro (VP of Creative)
For years, SAS has aimed to provide a backend portal for our artists, offering increased visibility into how their music is being pitched. With our large roster of talent, we knew an automated solution was necessary, but technical limitations previously made providing accurate data challenging. This year, however, with assistance from our friends at Solertium and DISCO, we have laid the foundation for a 2024 launch. I am hopeful that this additional transparency and insight will prove invaluable to all our artists, and I can’t wait to begin the rollout in Q1 of next year!
Jamey Sussman (Director of Sync Partnerships – Entertainment Marketing) & Jessica Makhlin (Head of Entertainment Marketing)
It was such a joy to launch our rebranded trailer catalog, Locked by Score a Score! We wound up releasing an impressive 35 albums, each offering fresh perspectives and unique trailer-trending sounds. A massive shoutout to our exceptional team – composers, collaborators, and everyone who contributed to the resounding success of Locked by Score a Score! Your talent and dedication have been the driving force behind our achievements. Here’s to more innovative albums and exciting collaborations in the years ahead! To honor all 35 Locked albums, enjoy this playlist including a track from each of them!
Marisa Shocket (Sr. Creative Manager)
There were many highlights this year including great projects and tremendous team growth! Something that stood out to me was the monstrous virality of Danilo Stankovic’s track “Pieces.” This song has been popular for a few years, but 2023 took it to new heights. One track has opened up a new sector of our business. It led to the launch of the TikTok Committee earlier this year, where we’ve strategized and discussed the opportunities to reverse-engineer this extraordinary success. It’s an area of our business where it feels like the sky’s the limit, and I can’t wait to see where we can take it next year!
Max Ferguson (Sr. Creative Manager)
My highlight for this year was the amazing range of quality commercial music our composers created. From emotional scores for powerful custom campaigns to positive and uplifting pop for modern brands, they really showed their talents this year and I couldn’t be more glad to be a part of it.
From left to right: Jordan Passman, Jake Weinreb, & Ben Santoro
Sam Renshaw (Sr. Account Manager)
I have a few! To start, connecting with the team and clients in person. I hit the road for screenings and hung out with old and new friends at Mullen Lowe, Wieden Kennedy, Havas, Leo Burnett, Doner, Arnold, VIA, PS260, Fidelity, Rocket, and many others. I got to see Jessica from Creative’s DJ set at a record release show in San Francisco and finally saw COO Jake’s speakeasy (it’s real, and it has a hidden door). I also discovered an amazing post and VFX house practically in my backyard: StudioLab! Our team retreat was one for the books as well. Topgolf and hibachi especially. There were some really great placements this year as well. We had SAS tracks with HBO, Disney, and the Super Bowl and I can’t forget about the launch of Bravura! Last but certainly not least, expanding the Account Team and welcoming Kristyn, Jarret, Haley, and Steve to the squad! Here’s to an amazing 2024 with the best crew in the biz!
Dakota Daniels (Marketing Manager)
Bringing the SAS brand personality to life across all marketing channels! Score a Score is such a magnificent force and we are so much more than the incredible work we create. While developing the marketing strategy for the company itself back in March (which was also launched earlier this year), we realized a major goal was to showcase more of who we are and what we love, as well as dive into the minds and creative processes of our talented composers. I am beyond honored to be a part of this initiative and seeing it unfold and appreciated by our community online has been such a blast.
Megan Oliver (Jr. Creative Manager)
It’s such a thrill to reflect on two standout custom music projects this year! One unforgettable spot was Budweiser Women’s World Cup featuring none other than Lionel Messi. Working on such a high-profile campaign was immensely rewarding. Equally intriguing was the horror-themed project for Scott Toilet Paper, tackling the relatable and sometimes awkward scenario of clogging the toilet at the in-laws’. The dedicated composers poured their creativity into both projects, and the results exceeded expectations. The music elevated the campaigns, and the clients were really happy with the outcome!
Leon Bromell (Music Supervisor)
One of my favorite moments of this year was when I learned, completely by chance, that Fremont, a film we music supervised, was playing at the small local theater in my hometown (Amherst Cinema – a great theater!). This would mean that my parents could see it on the big screen, which for them (and for me), would be a special treat. They loved it, and it seems to have resonated with a lot of other viewers too. I’m very proud of our contribution to this lovely film. Go check it out!
Mindy Dinh (Music Supervision Coordinator)
This year was a real treat! The SAS music supervision team got to work on a range of projects, went to various premieres, shows, and shindigs, and got in some quality hangs with the whole SAS crew at our annual retreat in Los Angeles. The 2023 moment that’s standing out for me right now though was getting to experience New York for the first time to attend the Tribeca Film Festival for the premiere of Common Ground, an environmental documentary film we music supervised. This New York trip was also where Leon and I got to meet, in person, the filmmakers, the composers, AND Rosario Dawson, who plays the live adaptation of my favorite Star Wars character. Later in the trip, we got to catch up with Jake from the team and SAS composer Daniel Ciurlizza, who scored the film Cinnamon, which also premiered in Tribeca and has easily become one of my top 5 films of 2023. All in all, it was a wonderful trip and I got to experience New York with pals in sync and pals from home who moved to the city.
Kasey Barros (Creative Coordinator)
Amidst the numerous highlights at Score a Score this year, one personal standout was attending the Production Music Conference in Los Angeles. The event brought together industry thought leaders, composers, international sub-publishers, and fellow production music libraries from around the globe. I had the privilege of participating in panels that delved into the future of the music industry, strategies for integrating AI into workflows, and the art of crafting the perfect trailer cue. The experience of connecting face-to-face with some of the exceptional composers on our roster is unparalleled. Special appreciation to Joshua Williams and Kimberly Hou, not only for their musical talents but also for being outstanding human beings. I am genuinely grateful for the opportunity to collaborate with our extraordinary roster of composers on a daily basis. Looking ahead, I am eagerly anticipating next year’s PMC and the valuable insights it will undoubtedly bring!
From left to right: Kasey Barros, Kimberly Hou, & Jamey Sussman
Katy DiMuzio (Creative Coordinator)
My highlight of 2023 was when I moved into the Creative Coordinator role. I’ve loved being able to tap into my creativity and interact with clients and composers every day. I’m super excited to continue learning and growing and am excited about what 2024 has to bring!
That’s a Wrap for 2023!
And just like that, 2023 hits its final note! A standing ovation to our team – you’ve made this year not just successful, but also unforgettable. We cannot wait to see what sonic adventures await in 2024.
Allow us to introduce Leon Bromell, one of the first music supervisors to join the SAS team! He is based in New York, is always up for a round of tennis, and his love for Greek food runs deep. So does his love for music supervision in film! Finding the perfect song to enhance an audience’s emotional response to a movie is a skill. It is one that Leon has perfected. It took time to perfect the beat though. As Leon enters his second year as a music supervisor at Score a Score, he has collected 5 key pieces of wisdom when it comes to music supervision.
Leon’s 5 Tips for Effective Music Supervision in Film
Listen to music for pleasure – I remember past jobs where I would surreptitiously or guiltily listen to music while working. One thing that’s great about this job is that listening to music all the time actually makes you a better music supervisor. The broader your knowledge and experience the more you can contribute to conversations about music. People can tell when you’re spending your time steeped in the stuff. It keeps you in touch with the reason why you got into music supervision in film in the first place.
Value rightsholders – Maybe I’m biased since I used to work at a publisher, but I think it is vital for a music supervisor to treat contacts at rightsholders with the same level of respect and attention as you would a client (those gods of our world). These relationships are crucial to being an effective music supervisor. Goodwill goes a long way (and so does bad).
Be thoughtful – A lot of this job is rote. Drafting requests, sending follow-ups, and a million other things that you do over and over. Doing all those things efficiently is a big part of what music supervisors are valued for. That said, I think it’s important to be able to switch out of that mode too, and to balance efficiency with thoughtfulness.
Do stuff IRL – I feel weird giving this advice since I don’t always follow it myself. So I’m speaking to myself too when I say: get out from behind that computer! Go have lunch with someone, go to a mixer, or take labels/publishers up on one of those show invites. IRL hangs are priceless and all the more so in this time of remote work.
Dig the history – It’s certainly important to know the canon, the iconic uses, and the great soundtracks. I think it’s helpful to approach music supervision as a craft and to study the lineage the way a musician or filmmaker might. There’s no shortage of inspiration to be found down there!
That’s a Wrap!
We feature our latest and greatest work regularly on LinkedIn and Instagram. Our music supervision department has some incredible projects in the works, so make sure to stay connected.
Choosing the right music for YouTube videos & ads isn’t just an afterthought—it’s a key ingredient in the recipe for success on the platform. Think of music as the seasoning: it can elevate your content to new heights or make it completely unpalatable. Our team at SAS always has a blast selecting music for advertisements. Of course, that includes videos and ads on YouTube. With some of our latest placements like the Hyundai Genesis GV60 “Have Fun, Recharge, Repeat” campaign, we felt inspired to break down our process of picking the perfect music for YouTube videos & ads.
How to Choose Music for YouTube Videos & Ads
Understand Your Target Audience for Effective Music Selection
Before you can fully grasp how to choose music for YouTube videos & ads, you first need to identify your target audience. Their age, culture, and community can influence their musical preferences. Knowing this information can guide you in how to choose music for YouTube ads that will strike a chord with your intended viewers.
Defining the Objective and Tone: A Key Step in How to Choose Music for YouTube Ads
A fundamental aspect of how to choose music for YouTube ads is defining the objective and tone. Are you trying to introduce a new product, or maybe elevate brand awareness? The type of music you select should align with these objectives and enhance the overall tone of your message.
Royalty-Free Vs. Licensed Music
As you navigate how to choose music for YouTube videos & ads, you’ll encounter two primary options: royalty-free music and licensed music.
Royalty-Free: This is a budget-friendly option that allows you to use the music multiple times without recurring fees. However, these tracks are often generic and may be used by others.
Licensed Music: If you want exclusivity and greater impact, licensed music is the way to go. While it’s often more expensive, it will make your ad stand out. To see what we have available, check out our catalog!
Consider the Format, Duration, and Timing: Another Big Factor for YouTube Ads
YouTube ads can range from 6-second bumper ads to 60-second narratives. Understanding how to choose music for YouTube ads means considering the length and pacing of your chosen track so that it fits seamlessly with your ad’s duration. YouTube offers different formats such as skippable and non-skippable ads, each with its own time constraints. Make sure the music complements the length and format of your ad.
Skippable Ads: You have a very short time to grab the viewer’s attention. Opt for music that starts strong and makes an immediate impact.
Non-Skippable Ads: You have a bit more time to tell a story. Choose a track that evolves, keeping the viewer engaged for the entire duration of the ad.
Matching Music with Visuals: An Art in How to Choose Music for YouTube Videos & Ads
When considering how to choose music for YouTube videos, always remember to harmonize the audio with the visuals. As the video or ad progresses, the music should evolve in tandem with the visual elements, offering a cohesive and engaging viewer experience.
A/B Testing: Refining How to Choose Music for YouTube Ads
You’ve shortlisted a few tracks and you’re wondering how to choose music for YouTube ads from among them. The next logical step is A/B testing. This allows you to compare multiple options and see which music leads to better engagement and conversion rates.
Professional Consultation: How to Choose Music for YouTube Videos with Expert Help
Expertise matters! If you’re still unsure about how to choose music for YouTube videos or ads, consider using our music supervision services to take the guesswork out of the equation. With the help of our music supervisors, we can tailor the music to the nuances of your brand and the ad’s specific needs.
That’s a Wrap!
So there you have it, a thorough explanation of how to choose music for YouTube videos & ads. Armed with this knowledge, you’re well on your way to creating ads that not only look good but sound amazing too. If you’re still unsure about how to choose music for YouTube videos or ads, connect with our team today!
