While the use of music to accompany moving images is widespread, the information behaviour, communicative practice and decision making by creative professionals within this area of the music industry is an under-researched area. This investigation discusses the use of music in films and advertising focusing on communication and meaning of the music and introduces a reflexive communication model. The model is discussed in relation to interviews with a sample of music professionals who search for and use music for their work. Key factors in this process include stakeholders, briefs, product knowledge and relevance. Searching by both content and context is important, although the final decision when matching music to picture is partly intuitive and determined by a range of stakeholders
