The Devil is in the Details Pt. 3: Music and Sound Effects

Assuming you've read part one and part two of this series, you've got the writing of your production piece locked down and you now have a great performance from your voice talent recorded to your audio editor.  You cut up the takes you like and the final step is putting it all together.  We've been discussing the "details" that matter, so when it comes to music and sound effects, here are the details to consider:

Music:
1.  What does a piece of music say?  Does it support the message of the piece overall?
2. What is the energy level and flow of the different music pieces used?  Do they match with each other?  Do they match with the overall programming of the station?  (too different?) Might they conflict with songs programmed on the station? (too similar?) 
3. Does the music overpower or distract from the voice and the message?  This could be because it is actually too loud in volume, or too busy or noticeable in a more subtle way.  Or maybe certain instruments in your music bed (such as horns, saxophones or guitar solos) sit in the same frequency range as your voice and therefore your voice does not have enough room within the EQ spectrum.

Sound Effects:
1. Are there too many?  Are we slapping the listeners in the face with lasers and bombs for no reason?  Are we jarring them?
2. Are there too few sound effects?  Does the promo lack a certain energy or "ummph?"  Might some carefully selected sound effects create a better "theater of the mind" or help the listener immediately get the feel faster?  For example, crowd noise and cheering always makes the listener feel like they are at a concert even if you haven't told them yet that the spot is for a concert...
3. Are you using the right sound effects in the right places?  Is a sound masking an important word or the call letters?  Does a particular sound jump out and sound strange? 

These details are all important to consider throughout every stage of the process.  The subtleties of the different elements interact to create a good, great or mediocre piece.  Remember -- the devil is in the details!