Illustration by Mia Angioy for Creative Boom
In the second of our special six-part series, we look at how music can elevate your visual storytelling and enhance its emotional power.
In the realm of visual storytelling, the power of sound often goes underappreciated. Yet, as we all know from our favourite movies and Netflix dramas, a well-chosen soundtrack can elevate a narrative, evoke emotions, and create a lasting impact. That applies equally to advertising, influencer marketing, and other forms of video content.
Epidemic Sound, the popular provider of royalty-free music, has been at the forefront of helping brands and content creators harness this power. So, we at Creative Boom have partnered with them to bring you a six-part series on the use of music in modern design.
For the second article in this series, we’ll explore three compelling case studies showing designers – whether in-house, agency-based or freelance – how soundtracks and music can breathe life into their visual narratives.
1. A new sound for crispbread brand Wasa
Wasa, the world’s largest provider of crispbread, faced a big challenge. As part of the Barilla group, this 100-year-old Swedish company aimed to expand globally while staying true to its Scandinavian roots. To help achieve this delicate balance, they were looking for a brand sound. So, they decided to partner with Epidemic Sound to bring their brand platform, ‘Sounds good’, to audio life.
The challenge
Wasa needed a brand sound that could connect closely with their product, encompass a wider food culture and shared experience, appeal to a global audience, and maintain authenticity to their Swedish heritage.
The solution
Wasa worked with Epidemic Sound’s Music Curation team every quarter to refine their selection of around 100 tracks by Swedish artists, which were handpicked for their brand. They also used Epidemic Sound’s crunch sound effects to elevate their brand storytelling. For a recent campaign, Epidemic Sound even collaborated with artist pär to adjust a track, tailoring it to fit Wasa’s specific narrative.
Meanwhile, a robust license covering 15 core markets made content distribution across Wasa’s global reach nice and simple for the global company.
The outcome
Jakob Osborne Edman, senior global brand and communications Manager at Wasa, praises the collaboration. “With our strong partnership, we’re able to do things faster, easier and more authentically,” he says.
“We came with a brief to Epidemic Sound and said we wanted a clear brand sound. We came over, worked with their Music Curators and figured out what sound we were looking for. It turned into a close collaboration where we now refine our sound together on an ongoing basis.”
This partnership has enabled Wasa to tell compelling stories about its products and its role in food culture. Bringing together authentic Swedish music and product-specific sound effects has enabled Wasa to create a multisensory brand experience that resonates with both existing and new customers.
2. All-encompassing audio for esports league NBA 2K
First launched in 2017, the NBA 2K League is an esports league joint venture between the National Basketball Association and Take-Two Interactive. Since 2020, they’ve been working with Epidemic Sound to create a dynamic audio landscape for their brand across multiple touchpoints.
The challenge
NBA 2K needed a comprehensive audio solution that could provide background music for video content, soundtrack video games, enhance live broadcasts and events, and, more generally, reflect the league’s brand values and personality.
The solution
The partnership evolved far beyond the initial brief. In addition to accessing brand-appropriate tracks from Epidemic Sound’s extensive library, NBA 2K also benefits from tailor-made tracks created by Epidemic Sound artists specifically for the brand.
The outcome
The collaboration has resulted in a rich, varied soundscape for NBA 2K, enhancing every aspect of their brand experience. Featured artists such as Janset, Iso Indies, King Sis, Katori Walker and NBHD Nick have become integral to the NBA 2K identity.
Matt Arden, head of content and media at NBA2K, highlighted the success of this partnership. “Janset’s track ‘Icon’ was the perfect hook to rally around for the #nba2kleague Playoffs and Finals,” he says. “Big shout out to the team at Epidemic Sound for the partnership on this project.”
The music has become so intertwined with the NBA 2K brand that it now extends beyond background audio, featuring in promotional videos and live events and even inspiring collaborations between the league and artists.
3. BabyBjörn: Scoring the emotional journey of parenthood
BabyBjörn is a Swedish company known for its high-quality children’s products, which sell in 50 markets worldwide. For their brand story ‘Always By Your Side’, they sought a soundtrack that could match their creative ambition.
The challenge
BabyBjörn needed music that aligned with its brand identity, enhanced its storytelling about the highs and lows of parenting, evoked the right emotions in its audience, and integrated seamlessly with its visual content.
The solution
BabyBjörn’s creative team collaborated closely with Epidemic Sound’s Music Curation team to define a music brief rooted in the brand’s identity and the specific content requirements. Together, they explored various musical directions across different genres.
The Music Curation team’s comprehensive understanding of Epidemic Sound’s catalogue enabled them to find the perfect track. Ultimately, BabyBjörn chose a soulful piece that matched their brand story in both mood and lyrics.
The outcome
The result was a heartwarming campaign that showcased BabyBjörn’s brand through a perfect harmony of visuals and sound. The chosen music integrated seamlessly into their brand story, enhancing the emotional impact of the content.
“Working with Epidemic Sound is a textbook example of a great music collaboration,” says Anna Ekman, visual creative at BabyBjörn. “By working with the Music Curation team at Epidemic Sound, we could leave music direction and track selection to the experts.”
The power of sound in visual storytelling
These case studies all demonstrate the transformative power of well-chosen music and sound effects in visual storytelling. In each case, Epidemic Sound’s vast library, expert curation and flexible licensing have played a crucial role in helping these brands find their perfect sound.
But how can you apply these lessons to your own content? Here are some practical tips to help you effectively use music to enhance your visual narratives.
1. Align music with brand identity: Choose music that reflects your brand’s personality and values. For instance, if your brand is youthful and energetic, upbeat tracks might be suitable. For a more serious or luxury brand, classical or ambient pieces might be better.
2. Match the mood: Select music that complements the emotional tone of your visual content. For instance, use uplifting music for positive messages and more sombre tones for serious topics.
3. Consider pace: The tempo of the music should match the rhythm of your visuals. Fast-paced music can add energy to quick cuts, while slower tracks can emphasise thoughtful or emotional moments.
4. Use sound effects strategically: Thoughtful use of sound effects can create a sensory connection to your product or enhance key moments in your narrative.
5. Be mindful of transitions: Pay attention to how music transitions between scenes. Smooth transitions can maintain the flow of your story, while abrupt changes can signify shifts in mood or topic.
6. Avoid lyrical clashes: If you’re using music with lyrics, ensure the words don’t compete with or contradict your visual message. Indeed, instrumental versions of songs can be a safer choice for many types of content, especially for international, multilingual audiences.
7. Test different options: Don’t settle for the first track you find. Try several options to see which best enhances your visuals and message.
8. Consider the cultural context: If your content is going to be viewed internationally, be aware of how different cultures might interpret certain musical styles or instruments.
9. Balance volume levels: Ensure the music doesn’t overpower voiceovers or crucial sound effects. The music should enhance, not distract from, your primary message.
10. Respect copyright laws: Always use properly licensed music. Services like Epidemic Sound can provide a wide range of high-quality, legally safe options.
11. Use silence effectively: Sometimes, the absence of music can be just as powerful as its presence. Don’t be afraid to use moments of silence for emphasis.
By keeping these tips in mind, you can more effectively harness the power of music to elevate your visual storytelling. Remember, like any aspect of content creation, using music effectively is a skill that improves with practice and experimentation.
By partnering with a service like Epidemic Sound, you can access not just a vast library of music but also the expertise needed to make the most of it. Because when visuals and sound work in perfect harmony, the result is storytelling that truly resonates.
In part three, we’ll look at how to integrate music into your design workflow.
