Script - Evaluation Question 2

Script : How effective is the combination of your main product and ancillary texts?

The combination of my main product and ancillary texts is effective because all 3 products incorporate similar elements.

Firstly a prominent image from my music video which is repeated in the magazine advert is the signs held up by the featured characters in my music video chorus. I chose to replicate this in my magazine advert by displaying the protagonist holding up a sign which displays the advert information – for example the album name, featured songs, and a short album review. By continuing the same imagery through my products, it makes the advert more recognisable to the audience and is an example of synergy.

Synergy is especially important for new artists as it contributes to their branding. Through having all products interlinked by a common theme or branding, audiences can build an image and understanding of the artist helping them to become more known and thus build their profile. An example of this I found through my research was Jessie J who in her early career used the same image and pose throughout her products. The black wig and close-up of her face with an edgy expression is used on both her first album cover and the single for Who You Are. The album image is also used on her first tour advertisement and on a magazine advert all of which an audience will begin to recognise. As this is a format used by many up-and-coming and successful artists, I chose to replicate this idea in my own products. As you can see, my music video and magazine advert closely replicate each other, and the album cover below follows the ‘innocent and hidden’ theme.

Secondly, I have also applied a filter over my footage in the music video making colours more muted. I have replicated this by adding the same filter to my digipak images making all the products consistent. If I were to have used a much brighter colour scheme for my digipak images it could’ve changed the audience’ perception of the artist. This links with how I’ve branded my artist as to make the branding effective, the same themes need to be followed throughout the products. I aimed to make my artist relatable and to an extent innocent. If I’d have used a bright and striking colour scheme for any of my products, it may create the perception that she is more outrageous and edgy, thus changing the branding.

Throughout all 3 of my products, I also followed the codes and conventions of the different texts. In my music video, I ensured the format of the video (e.g. the length and style) replicated a real music video, in my advert I featured elements such as a bold title, an industry review, and album cover image that would all be seen on legitimate music advertisements, and my digipak followed the size measurements and included elements such as a track listing and barcode that would be seen on a real CD digipak. It is important that codes and conventions are followed to ensure that the products replicate real products and maintain professionalism and authenticity. In order to do this however, I had to conduct research into all 3 texts and took inspiration from existing examples.  For example, on the inside panels of my digipak, I featured lyrics from the single Pretty Hurts in a bold text and displayed them in the corners of the panel images. This is inspired by Lana Del Rey’s Honeymoon Album digipak which when analysed I noticed that all the images had a similar theme and lyrics were displayed subtly on each panel. By following an idea taken from an existing media text, it makes my product seem more genuine and that it could exist within the real market.

My main product and ancillary texts were also effectively combined through the connotations used throughout. A significant connotation is the mystery of both the protagonist and the so-called characters in my music video. In the music video, the chorus features people from around the world holding up signs displaying a criticism about themselves which covers their faces. This adds an element of mystery as mystery as the characters are ultimately anonymous with the audience not knowing their name or stories – all that is revealed is their flaws. This follows the self-image theme of the video by connoting the idea that they are defined by their flaw and are hiding themselves because of it. Similarly, in the digipak images, the protagonists face on all panels is not able to be seen. This continues the mysterious imagery and almost creates an innocence perception to the audience as there is a lack of over-confidence branded by many current artists. From my research, the only other big and mainstream artist that has a similar branding is Sia. Sia is notorious for hiding her face both in music videos, performances and public appearances. This creates a secrecy, intriguing audiences but also adds sincerity to her music as it is about the sound as opposed to her identity and image. As previously stated, I continued the branding of my artist throughout my products, this is also done by Sia who’s album ‘1000 forms of fear’ has a bold image of her wig. The album cover is simple but the image instantly makes it recognizable as a Sia album.

Another connotation that follows through the different media texts is the enigma included in the music video when you see the protagonist running. It isn’t made clear in the music video exactly why she is running, some may connote it as trying to run away from her problems, others may see it as a method she is using to achieve beauty, perhaps losing weight that society says she needs to? However, if we follow the first idea of her running away from her problems, it could lead us to the images used in the digipak. The two images of the inside panels, show the protagonist inside what appears to be an art museum and outside on a gate in the middle of the night. The back panel also shows the protagonists feet stood in what could be interpreted as a train station. Therefore, an audience could create the idea that these locations is where the protagonist was trying to run to. Giving such enigma, helps the audience engage with the products as they can create their own narrative for the character and even view it relating it back to their own lives.

To conclude, the combination of my main product and ancillary texts is effective because the outlined reasons show how I have maintained imagery and conventions that builds a strong brand for my artist. It is this branding that brings the products together into a single marketing campaign and helps audiences associate the products to the artist. As explained this is particularly important for up-and-coming artists who need to build an audience and get their name known. I think my products follow the codes and conventions enough to make them authentic to the texts and effective if they were to be real products.