What music for commercials has to do
Music for commercials has thirty seconds, sometimes six, to set a tone, carry a story and leave the brand behind it. It has to land on the logo, survive a voiceover and still feel right when the :60 gets cut to a :15 and a six-second bumper.
So beyond the creative fit, we listen for structure. Is there a natural edit at the 30? Does it build where the story turns? Are stems available so the mixer can pull the vocal under the VO? The best advertising music is easy to love and easy to cut.
Three ways to get commercial music
Most campaigns land on one of three routes, and the right one depends on the idea, the media plan and the budget.
- A known song. Instant recognition and emotion, but two sets of rights holders (publisher and label), approvals, and fees that rise quickly with fame, term and territory.
- A catalog track. Independent artists and production libraries cleared by one party, so licensing is faster and more predictable. A good catalog sounds like real records, not filler.
- Original music. A score, jingle or song written for the brand. It fits the edit exactly, and ownership terms (a buyout or a long-term license) are agreed up front, which matters for long campaigns and sonic branding.
Licensing points specific to advertising music
Advertising licenses are priced on how the spot is used, so the media plan comes before the track. These are the terms that shape every deal:
- Media: broadcast TV, streaming and connected TV, online video, paid social, cinema, radio, in-store.
- Term: usually the campaign flight, often with options to extend at a price set now.
- Territory: one market, the U.S., or worldwide. Each addition raises the fee.
- Exclusivity: none, category exclusivity against competitors, or full exclusivity.
- Edits and lyric changes: rewriting a lyric or reworking a song needs the writers' approval.
- Sound-alikes: imitating a famous song or voice to avoid the fee carries real legal risk, as the Bette Midler sound-alike case over a Ford commercial showed in 1988.
Our step-by-step guide to licensing music for commercials covers each of these in detail, and what it costs to license a song explains how they move the price.
Commercial music we've worked on
Our work spans automotive, luxury, consumer goods and travel. A few examples, as the projects describe them:
- Ram Trucks: an original composition for the launch of the Ram 1500 RHO, pairing cinematic tension with modern energy.
- Maserati: original scores for the MC20 Notte and Miami campaigns.
- BMW / MINI Electric: a forward-looking sound built through composition, licensing and sound strategy.
- Honda: music supervision for the CR-V Sport and an original musical approach for Rugged.
- AMEX Platinum: music supervision and licensing that supported the reveal at the center of the campaign.
- Amtrak, Nestlé Toll House and Maybelline: music for Be Somewhere, Share Love and Brave Together.
“The search tool is incredibly intuitive – we found the perfect track in minutes.” — Creative Director, AMEX
How we work with agencies and brands
Discover. We search our catalog of about 44,000 tracks against your brief, or you can search it yourself. License. We clear the rights for broadcast, digital and global campaigns and deliver the files and edits. Create. Our in-house composers and producers write custom music, scores and jingles when the right track doesn't exist yet.
Frequently asked questions
How do you license music for a commercial?
You license music for a commercial by clearing two rights: the sync license for the composition from the publisher, and the master use license for the recording from the label. Both are scoped to the spot's media, term and territory. An agency like ITGM handles the requests, negotiation and paperwork for you.
Can I use a popular song in an ad?
Yes, if every rights holder agrees and the budget fits. Popular songs often have several publishers plus a label, and some artists decline advertising or certain product categories. Start early and have a catalog or custom alternative ready.
Is it better to license a song or commission custom music for an ad?
It depends on the idea and the campaign's lifespan. A licensed song brings recognition, while custom music fits the edit exactly and can be bought out or licensed long-term, which suits long-running campaigns and sonic branding.
Do I need a different license for social ads and TV spots?
Usually the same license can cover both if the media are written into it. Licenses list the media they cover, so a deal for online video will not cover broadcast TV unless it says so. Settle the full media plan before you clear the track.