When a jingle helps

Music is not a default layer. It is a choice that helps in a narrow set of cases and actively hurts in the rest.

When it helps

Short pieces with no voiceover, where the job is energy and recall. Anything built around a rhythm or a repeated line. Brand pieces with no argument to make.

When it hurts

Anything with a voiceover carrying information. Anything where the picture is doing careful work. Anything long enough for a loop to become obvious.

Steps

1. Finish the piece with no music at all.
2. Decide whether it feels unfinished or just quiet.
3. Only add music if it is unfinished.
4. Mix it well under any speech.

What to watch for

Music with vocals under a voiceover never works, at any volume. Two voices compete no matter how you balance them.