We're all guilty of this, myself included. Does your brand have a music style that is authentically you and complements the style, the emotion, and everything that you do? This is something that is so often overlooked. Music is such a powerful part of marketing, storytelling and video projects. Yet I can't tell you how many times I've been told "Oh, just pick anything..." or "Whatever you think is best..." As a business or nonprofit, you need to have an idea about what style of music fits your brand, and what kind of music best complements any particular marketing you are launching. Sure, digital marketing experts are here to help and offer recommendations. But it always works best when there's collaboration and discussion and a music-aware client. The flipside to this (and I have experienced this...) is going down a rabbit hole of trying to select music for a brand that doesn't know its music style. It's a continual feedback loop of "I don't like that one" until it reaches the point of the strategist saying "Here's my full commercial-rights music library. Have a look and find what you like." P.S. This usually always ends up with feedback.... "Wow, there are a lot of sounds. Pick whatever you think is best." LOL. And the rabbit hole continues. The takeaway: Know your music style for your brand.