This cultural mingling is present everywhere, from motion pictures to local advertising. General acceptance of this mixture allows a lot of liberty in this global village and provides a broad palette of choices as we move from project to project or from scene to scene within a project. The obvious consideration is tempo and rhythm. Your audience will readily identify with the pace of a piece, as their heartbeats respond to its rhythm. The level of activity is important, too.
Styles can invoke geographic images, time periods, or states of being such as action or reflection.
Some copywriters report that they often select the appropriate music first and then use it as a source of inspiration for the copy. When original or popular music is not required to be your theme, or the process is too cumbersome and expensive, your best resource is a production music library. It is essential to be aware of how music, an intellectual property, is acquired. There are basically three rights to be concerned with when using music. One is the synchronization right .