| Proper music selection and proper music clearance for | | | | a radio commercial is read as a "live spot" on the air, |
| radio commercials is an important step in the radio | | | | the station can use almost any music in the |
| advertising process. Whether you are a radio station, | | | | background that is covered by their ASCAP or BMI |
| an ad agency, a voice-over talent, or an independent | | | | licenses. The key here is that the music is not |
| production company it is imperative that you do a | | | | repeated consistently, or used so frequently as to be |
| good job choosing the right music for your spot, as | | | | construed as theme music for that particular radio |
| well as getting the proper music clearance for your | | | | commercial. |
| project. Royalty free music libraries are a great place | | | | On the contrary, most radio commercials are |
| to start, as they have many different styles of music | | | | produced once for multiple broadcasts. Regardless of |
| that can be previewed online. | | | | who is producing the radio commercial or where it is |
| Choosing the right song is typically the easy part. As | | | | being produced, proper music clearance is a vital step |
| you sit down to create your radio commercial, ask | | | | in staying on the right side of the law. When you |
| yourself the following question: "what is the mood | | | | synchronize a piece of music with your commercial, |
| that I need to support with my choice of music?" For | | | | you will need to get music clearance from the |
| example, if you are creating a public service | | | | owners or representatives of that musical work (the |
| announcement designed to tug at the heartstrings, | | | | music publisher) and of the owners of the master |
| your music choice should be emotional, mild, and | | | | recordings (sometimes the publisher, sometimes the |
| slightly dramatic. On the other hand, if you are trying | | | | record label, sometimes the artist, etc.). Royalty free |
| to sell the latest and greatest fitness equipment, you | | | | music libraries are a great place to start because |
| probably would want to steer the music toward | | | | they can typically grant full music clearance on both |
| some high energy, workout music. Ultimately, the | | | | the musical work (copyright) and master recordings. |
| music and the copy need to support each other. A | | | | If you are hiring someone to create your radio |
| radio commercial with well selected music can bring a | | | | commercial for you, the responsibility for the music |
| far greater return than one that is put together | | | | clearance typically falls on the radio station, ad |
| without a lot of thought given to the production | | | | agency, or production company who actually creating |
| music. | | | | the spot for you. It is always a good policy to |
| For most people, proper music clearance is a bit more | | | | discuss music clearance with them to make sure |
| complicated than selecting your music. For example, if | | | | everyone is on the same page. |