Writing Short Stings
Branded 3–5 Second Cues for Intros and Outros

Invent them yourself or use AI to help?

Short musical stings — those 3–5 second cues that open or close a video — are small details that carry a lot of weight. They set tone, signal brand identity, and create recognition long before a logo appears.

At Philip M Russell Ltd, where videos range from science lessons and sailing clips to studio work and organ recordings, stings act as audio logos. The question we’re often asked is:
Should you write them yourself, or use AI tools to help?

The answer is usually: both.

---

Why Short Stings Matter

A good sting:

• creates instant recognition

• signals professionalism

• provides a clean transition into content

• gives closure at the end

• reinforces brand memory

• works even when viewers aren’t watching the screen

In educational content, stings also help structure attention — “this is the start” or “we’re wrapping up”.

---

Writing Stings by Hand

Writing your own sting gives total control.

Advantages

• unique to your brand

• perfectly matches your tone

• consistent across platforms

• no copyright concerns

• easily adapted over time

Using the Wersi, synthesisers or church organ, a sting can be as simple as:

• a rising chord

• a four-note motif

• a soft pad swell

• a rhythmic pulse

• a harmonic cadence

The best stings are memorable, not complicated.

Practical Tips

• keep it under 5 seconds

• limit yourself to 2–3 musical ideas

• avoid long tails unless it’s an outro

• choose a key that works across content

• leave space for spoken intros

---

Using AI as a Creative Assistant

AI tools are increasingly good at generating musical ideas. Used wisely, they can speed up the process.

Where AI Helps

• generating starting motifs

• suggesting harmonic progressions

• exploring rhythm ideas

• producing variations quickly

• helping overcome creative blocks

AI can act like a musical sketchpad.

Where AI Falls Short

• lacks brand awareness

• can sound generic

• often over-complex

• may generate copyright-uncertain material

• rarely understands context

Left untouched, AI stings can feel anonymous.

---

The Hybrid Workflow We Use

At Philip M Russell Ltd, our best results come from combining both approaches:

1. Use AI to explore ideas quickly

2. Select one promising motif

3. Rewrite and simplify it manually

4. Perform or re-voice it on real instruments

5. Adjust tempo, key and dynamics

6. Mix lightly and export clean versions

This keeps the result human, recognisable and flexible.

---

Branding Through Sound

Our stings differ slightly depending on context:

• science videos → calm, clean, neutral

• sailing clips → airy, open textures

• studio updates → modern synth pulses

• organ recordings → harmonic, tonal cues

Different flavours — same musical DNA.

That’s what makes them work across multiple platforms without feeling repetitive.

---

The Takeaway

Short stings are powerful branding tools.
Writing them yourself gives authenticity.
AI can help speed up ideas — but it shouldn’t replace musical judgement.

The best approach is hybrid:
AI for inspiration, human musicianship for identity.

Three seconds of sound can say more than a paragraph of text.