Music for brands, handled in one place
Music for brands has two jobs: fit the story in front of it, and sound like the brand across everything else. In The Groove Music is a boutique music house in Minneapolis that works with brands directly and with their advertising agencies to discover, license and create that music.
That covers licensed songs and library tracks, original scores, jingles and sonic branding, and the rights work underneath all of it.
What a music house does for brands and agencies
- Discover. Curated search across our production music library of about 44,000 tracks, plus pitches from commercial releases and independent artists.
- License. Rights, clearances and delivery for broadcast, digital and global campaigns.
- Create. Custom music, scores and jingles from our in-house composers and producers.
- Sound strategy. A point of view on how a brand should sound across campaigns, not only in one spot.
Music for advertising agencies
Agencies need a music partner who fits inside their process. We take the brief from the creative team, present options that work with the cut, quote clearly for the producer, and handle the paperwork for business affairs. On our work page you'll find campaigns made alongside agencies including Doner Detroit for Ram Trucks, Ogilvy for AMEX Platinum and RPA for Honda.
When the music question is a song, our music supervision team runs it. When it's an original, our composers write it. Either way the agency has one contact for the music.
Licensing, custom or both
Most brand briefs land somewhere between two options. A licensed song brings recognition and meaning a brand can borrow, but it comes with a term, a territory and a price set by its owners, and unless you pay for exclusivity, another brand may use it too. A custom piece fits the edit exactly and can be built to last beyond one flight, with ownership terms agreed in the quote.
We can present both at the same stage: a short list of songs that can realistically be cleared for the media plan, and a composed direction written to the same brief. The brand chooses with the costs and rights side by side, not after the fact. For spot-specific detail, see music for commercials.
Brand music that sounds consistent
Brand music works best when it's planned beyond a single spot. A brand that changes its sound every campaign starts from zero each time. One with a recognizable theme, audio logo or musical palette builds recall with every placement. That doesn't mean using the same track forever; it means choices that clearly belong to the same brand.
Our composition and sound strategy work for Maserati shows how this plays out: original scores for the MC20 Notte and Miami campaigns, each with its own character, both built around the brand's luxury and performance.
Brands we've made music with
Our brand and campaign work includes Ram Trucks, BMW / MINI Electric, Honda, Carol's Daughter, Maybelline's Brave Together, Nestlé Toll House's Share Love, Amtrak's Be Somewhere, and the M&M's x Moon Knight campaign, where we helped bring brand, entertainment and music together.
Some projects are pure licensing, some are fully original, and many mix the two. What they share is a team that knew where the music came from and what it was cleared for.
Frequently asked questions
What is a music house?
A music house is a company that creates and supplies music for advertising, usually original composition and often licensing and music supervision as well. Agencies and brands hire one to handle a campaign's music end to end. ITGM works as a music house that also runs its own catalog.
Should a brand license music or commission custom music?
License when an existing song carries meaning you want to borrow, such as a familiar track or a specific artist. Commission custom music when you need an exact fit to picture, ownership options, or a sound you can reuse across campaigns. Many campaigns use both.
Do brands work with ITGM directly or through agencies?
Both. ITGM works with brands directly and alongside their advertising agencies, taking the brief from whoever owns the creative.
How is music for brands priced?
Every project is quoted individually. Licensed music is priced by media, territory, term and the song itself; custom music by scope, versions and rights. ITGM has no subscriptions or published rate cards.