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Corporate Videos and Infomercials
Long-Form Commercials
More often than not, the music in corporate videos sounds like
library music (stock music) and, therefore, is ordinarily less effec-
tive than original music. Scored music greatly enhances the over-
all impact of the videos. The same concept applies to motion
pictures, television programs, or television and radio commer-
cials.
As a producer/director, I cannot allow cost to motivate
whether I use original music or not. For me, it is better, and often-
times more cost effective, to use a talented composer of synthe-
sized music than wasting time and money searching for and
securing the rights to stock music.
For me, persuading a group of bankers, insurance brokers, or
doctors, through the use of corporate video, is no different than
a feature film director’s need to stimulate an audience in the local
Cineplex. My job is to motivate the viewer to accept and use the
product I’ve been asked by my client to sell; no different, in con-
cept, than a feature film director [who] is asked by his or her pro-
ducers to ‘‘sell’’ the story that gives credence to that feature film.
Original music helps do that.
—Dennis Powers, president, Dennis Powers ProductionsCorporate Videos
Corporate videois an inclusive term for many genres of videos made for
businesses. Included are training videos, product videos, and informa-
tional videos. Some businesses, such as pharmaceutical companies, intro-
duce new products by producing informational corporate videos that are
released to the press as well as to their employees. Some are detailed and
technical. For example, the press will want to know the medical terminol-
ogy used to describe a new drug. A newspaper columnist or a television
reporter has to gather enough information to inform the public.
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