How to Brief a Sound Studio for Your Video Campaign

A good brief is the fastest way to get the soundtrack your video campaign needs. At its simplest, a strong audio brief tells the studio what the film is, who it is for, how it should feel, where it will be seen, and when you need it — plus any assets, references and technical specs. Get those across clearly and you save rounds of revisions and end up with a sharper result.

Here is what to include, and why each part helps the studio do its best work.

Start with the why and the who

Before any sound is designed, the studio needs to understand the campaign's purpose and audience. A luxury brand film, a fast-paced social ad and a heartfelt charity piece call for completely different sonic approaches. Share the objective, the target audience and the emotion you want viewers to feel — that context shapes every choice from music to the smallest sound effect.

Provide references and assets

Reference tracks and films are worth more than paragraphs of description. Point to scenes, ads or songs whose feel you admire, and be clear about what specifically you like — the energy, the instrumentation, the restraint. Supply the picture cut, any voiceover scripts, brand guidelines and existing sonic assets so the studio is working with the real materials, not placeholders.

Be clear on scope and deliverables

Spell out exactly what you need: music (licensed or original), voiceover casting and recording, sound design, the mix, and how many versions and edits — for example a hero 30-second cut plus 15- and 6-second social variants. Knowing the deliverables up front lets the studio plan the work and quote accurately.

Share the technical specs and timeline

Tell the studio where the film will run — broadcast, cinema, online or social — because each has its own loudness and format requirements, and social platforms are often watched without sound, which affects how you use captions and audio. Confirm the deadline and any review milestones. airaphon provides music, voiceover, sound design and mixing for brand and advertising campaigns, delivering to broadcast and online specs from its Kent studio for clients across London and the South East.

You can hear examples of airaphon's brand and advertising work on the showreel. If you have a campaign coming up, email enquiries@airaphon.com and we will help you scope the sound.

Frequently asked questions

What should a sound brief include?

The campaign's purpose and audience, the feel you want, reference tracks and films, the picture cut and scripts, the deliverables and versions needed, where it will run, and the deadline.

Should I use licensed music or original music?

It depends on budget and distinctiveness. Licensed tracks can be quick and cost-effective, while original music is fully ownable, tailored to your edit and free of licensing limits — a studio can advise on the trade-offs.

Why does the studio need to know where the ad will run?

Because broadcast, cinema, online and social each have different loudness standards and formats, and social is often watched muted — all of which affect how the soundtrack is designed and delivered.

How many versions of a campaign soundtrack do I need?

Commonly a hero cut plus shorter social variants (for example 30, 15 and 6 seconds), sometimes in square and vertical formats. Confirm this early so the studio can plan and quote.

How far in advance should I brief a sound studio?

As early as possible — ideally once you have a rough cut. Early involvement lets the studio shape the sound with the edit rather than fixing it at the last minute.