Music

1.     Music: live; library or production music; style and arrangement; music type, eg pastiche; function, eg main bed, tag, sting

c  In radio commercials the right music needs to be used due to the right music could either make or break the ad. There are many laws about what music you can and cant use which is down to copy-write and many other factors. From being a listener myself I know how important the music is to an add and how effective that music is. Without music an ad would lack ambience and would leave the listeners untouched and not emotional involved. The music in an radio advert can range form a light melodie used in the background or the jingle used which can sometimes be very catchy e.g. the go compare advert. Advertisers can select music that compliments their message or the tone of their advert in order to make the audience aware of what they are trying to say. As I've said before music selection can be very difficult due to copy-write issues which is the case with may popular songs and may not be available for commercial use. Some advertisers for the radio are sometimes confused in which music they can and cant used adding to the problem of using the right music. Licensing agreements that let radio stations play songs for entertainment purposes usually don't cover using music for commercial ads which adds to the problem even more. If radio stations play an unauthorized song in an ad they will receive backlash and the responsibility falls on the advertiser and their creative team. There are many things that need to be covered and checked when choosing music for a radio ad 

• Fair use. Using copyrighted material when it exceeds fair use is illegal. If the components of fair use are used then it has been exceeded. It is illegal to use music that hasent been authorized and the tune can be recognized. 
• Licensing. Through a licensing agreement it is possible to obtain permission to use copyrighted music. However this requires you to have two licenses, the firs is from a party that owns the copyright for the song. The second is from the party that owns the copyright for the recording. 
• The 7-second rule. Alot of radio advertisers follow the 7 second rule which is where you have to use a song for 7 seconds or less in order to use the song. However there is no legal basis for the 7 second rule bu any unauthorized inclusion of the music from a copyrighted song violates copyright law. 
• Strategies. Even though you cant escape copyright law altogether there are some ways that you can use to minimize the need for expensive licensing. One of the options are to compose your own music and have performed it by a hired musician, The second option is to purchase the copyright of the song but have it preformed by someone else other than the artist.