If you work at a marketing firm or advertising agency, then you know that not every commercial or video you ever produce is going to make it on the radio, television, or Internet. In fact, for every contract you land, you might produce anywhere from a handful of ads to a dozen or more. You then sit down focus and testing groups and show them all the possibilities and get their feedback about which ones are the most entertaining, informative, and effective.
These sample ads do still need to be full-scale productions though, meaning music and all. That’s why it makes sense to lease beats to use. If you’re only going to show these sample pieces to a few dozen to maybe a few hundred individuals, there’s no point paying full price to buy the beats and own them outright.
When you lease beats, you pay far less money. It is possible for others to still lease them for their own uses, so there’s always that chance the competing firm across town is using the same beat. However, lease beats come with a cap of how many times you can use them. You’re unlikely to hit this in market testing.
Larger packages are available if any of the adverts do well enough in focus groups to justify trying them out in a particular media market. Of course since most of your ads will never make it past the first round of testing, you saved a lot of money with leasing the beats they might have used.
When you do find an ad that works, finishing it up for full-scale marketing might mean putting different beats and music into it, which is where buying beats might come into play.