VIDEO
Music & Voiceover
Sound/Music Bed
The music bed in a video should complement and help to create the overall mood and tone. Music is subjective and requirements will vary depending on the content and mood of the video. Here are some example of music themes we prefer and those we want to avoid.
All music must be approved by City National’s Creative Services.
Licensing
All music must be licensed and copies of the licensing agreement should be added to the Workfront project folder and filed with the Marketing Compliance team.
Options for royalty free music include but are not limited to: PremiumBeat.com, Pond5.com and Audiojungle.com.
Music Samples
Mood And Tone 1
- Upbeat
- Joyful
- Modern
- Steady
- Fresh
- Inviting
Mood And Tone 2
- Fun
- Energetic
- Edgy
- Modern
- Upbeat
- Rock
- Bold
Mood And Tone 3
- Calming
- Warm
- Clean
- Elevated
Music to Avoid
The following are examples where the music completely failed to create a mood and tone that complemented the messaging and that aligned with the overall City National brand.
Avoid music that sounds:
Quirky/Whimsical
Dated
Corporate/Generic
Voiceover
Voiceover for video and radio can vary widely depending on the requirements of the production.
Here are some general guidelines to help in the selection of voiceover talent for City National Bank:
- When selecting talent you should consider the mood and tone trying to be achieved.
- Does the voice and the delivery align with the message?
- Voiceover should sound confident, friendly, and professional.
- Avoid sounding rushed, should have a natural sounding conversational pace.
- Should have an American agnostic accent.
- No regional accent.
- No nasal tones.
- Voice should sound friendly but not overtly sultry.
- Avoid talent that sounds extremely young.
- Voice talent that sounds diverse should be included as an option.