When music sets the tone….
Whether it’s the reverberation of a plucked guitar string fading out to nothingness, a simple tune that evokes a feeling of floating, or a brass fanfare that brings the listener directly to attention, music has always elicited a response from the human recipient of these sounds. Although the “Hurrian Hymn No. 6” is considered the world’s earliest melody, the oldest musical composition to have survived in its entirety is a first century A.D. Greek tune known as the “Seikilos Epitaph.” The song was found engraved on an ancient marble column used to mark a woman’s gravesite in Turkey.
Incomar Services is fully aware of music’s importance as an integral element in a great video production. From the start, we work hard to determine what type of music will marry well with what is being shown visually. We spend hours listening to tracks that will provide the right emotional tone for the piece, striving to find that one musical segment that hits the right ‘notes’, much like the pairing of a perfect wine to a great meal. It is a media marriage of sorts.
Admittedly, it’s a fine line to walk to avoid repetitive, boring strains that would not be an aid to the job at hand. When deciding what piece of music to pair up with the visuals and copy, we look at tempo, the instrumental mix, the major key, the genre of music. More importantly, we analyze the content for continuity, eliminating anything with alienating or off-putting tones, keeping the music interesting but consistent, pleasant progressions with light, sometimes sparse components yet with plenty of space that easily allows the engine of the visuals, copy and voice-over to once again tell the story. A good piece matched up correctly should sound like ‘comfort music’, like it was composed exactly for that purpose.
As always, our running dialogue with our client includes a meeting of the minds, each from our separate perspectives, to brainstorm in development of a musical brand that the client is happy with, that their customers can come to expect aurally in future projects. Much like the branded major key three tones that signifies chipmaker Intel, Incomar works to provide a sense of familiarity for the customers that will clear their minds for that crucial conversion-to-basket decision.
Similar to the meticulous way a film sound engineer syncs his score to a movie, in that same manner Incomar has an internal sense of pride in helping clients tell the entire story, and that includes a musical soundtrack of its own. Each product deserves it.