The mistake that many web-based video productions make, is assuming that because music works so beautifully on film and television (and yes in commercials too) where it enhances the drama, deepens the emotion and generally transports us to un-dreamt of worlds (because it’s all about entertaining us) that by copying this formula to the web – the same dramatic results will occur to their sales figures. It seldom works. If somebody wants entertainment on the web they can use the BBC iPlayer or YouTube. If they come to your business website – they are not there to be entertained, they are there to learn about your product or service and unless your product or service is actually music or music related then using it (especially the cheesy library music on most web video) is annoying and disingenuous. Video can and does work brilliantly on the web – but don’t confuse corporate messages with award winning drama – they are different beasts entirely and music, most of the time, is entirely inappropriate for the business website video.
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