Custom music from an in-house music production company
In The Groove Music is a music production company and creative music agency based in Minneapolis. Our composers and producers write custom music for commercials, brand campaigns, television, film, trailers and games, working directly with the agency or brand team from the brief to the final mix.
Custom music composition makes sense when the music has a job an existing track can't do: hit picture on exact frames, carry a brand's personality across a campaign, or give a launch a sound that belongs to it alone. It also makes sense when a licensed song is out of reach and the team still needs that feeling.
Original music for brands
For the launch of the Ram 1500 RHO, we developed an original composition to match the truck's strength, scale and sense of adventure, pairing cinematic tension with modern energy (Ram Trucks). For Maserati, we created original scores for two campaigns: the MC20 Notte, built on sophistication, mystery and power, and Maserati Miami, inspired by the energy and atmosphere of the city.
Other composition work includes Honda's Rugged campaign, BMW / MINI Electric, NWSL on CBS Sports, Carol's Daughter, Cotton's Rosie Reborn, the game Iron Harvest and the launch of Valio's Profeel Fluff. You can see all of it on our work page.
From a Music Director at BMW: “ITGM delivered a custom score that elevated our campaign from good to unforgettable.”
How custom music for commercials gets made
Every project is different, but a custom track for a spot usually moves through the same stages:
- Brief and references. We start from the script or the cut, the temp track if there is one, and what the music has to do. A temp track tells us what the editor fell for; our job is to keep the feeling without copying it.
- Demos. Composers write to picture and present directions, so the team reacts to real music instead of adjectives.
- Revisions. Notes go back and forth until the music sits with the edit, the voiceover and the brand.
- Final mix and versions. We deliver the mix and the versions the campaign needs, which typically means cutdowns such as :60, :30, :15 and :06, alternate mixes, and stems for the re-recording mixer.
- Rights. Ownership and license terms are set in the quote, so everyone knows who owns what and where the music can run.
Why work with music production companies that also license
Music production companies, often called music houses in advertising, put composers and producers in one place. ITGM adds licensing and music supervision to that, which matters on a campaign: the people writing the music also know how it will be cleared, versioned and delivered.
It also means custom isn't the only answer on the table. If a track in our production music library gets close, we can start there and write only what's missing. If the brief needs a commercial song for one spot and an original theme for the rest, one team handles both.
Our composing team includes Gavin Linnihan and Emily Bjorke, both composers and producers, with Drew Lerdal as creative director and producer. Meet the rest of the team on the about page.
Scores, songs, jingles and sonic identity
Original music for brands covers more than underscore. We write jingles with lyrics and vocals, songs for campaigns, and sonic branding such as audio logos and brand themes that carry from one campaign to the next. For more on how this fits into advertising, see music for commercials.
Frequently asked questions
What does a music production company do?
A music production company writes, records and delivers original music for media such as commercials, TV, film and games. In advertising these companies are often called music houses. ITGM also licenses existing music, so one team can handle both custom and licensed tracks.
Who owns custom music after it's made?
It depends on the deal. In a buyout or work-for-hire arrangement the client typically owns the music, while in a license deal the composer or company keeps ownership and grants the client the rights it needs. ITGM sets out the terms in each quote.
How much does custom music for a commercial cost?
Custom music is priced by scope: length, number of versions, live musicians or vocalists, media, territory, term, and whether you need a buyout. ITGM doesn't publish rates; every project is quoted after a conversation about the brief.
Can you write music that matches our temp track?
We can write music that captures what works in a temp track, such as its tempo, energy and arc, without copying it. Sound-alikes that copy a recognizable melody or production can create legal risk, so we write something original.