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How effective is your combination of your main product and your ancillary texts?
Promotional Music Video
Digi-Pack (4- sided)
Magazine Advert
All three products must link in for
consumer recognition.
The Music Video served as a platform for
audiences, with the Digi Pack working alongside as a debut album to build on
the brand of Fij. The Magazine Advert has a similar purpose further promoting
the band, however is specifically targeting audiences in order to sell albums.
All products have the primary purpose to
promote the artist.
This is seen in real media products,
Lana Del Rey’s success came alongside her
Debut album “born to die” whilst Mumford and Sons similarly found success with
album The Cave.
In our Research stage of the Digi Pack, we
needed strong links with the music video. Our primary setting is urban and
gritty so we have often-reoccurring shots to the brick wall, which all
ancillaries feature in some form or another. Both the Digi-pack and magazine
advert’s use of the brick wall draws a correlation to the scene where Jonny
lip-syncs and dances in front of the brick wall. This repeated setting makes
all products linked in and effectively creates consumer recognition.
We have lead singer Jonny as the central
focus throughout all products as well. He is featured in both the front and
back of the Digi pack, whilst on the magazine advert we have his body shot
repeated three times. The use of lip-synching throughout the music video, not
only gives it a performance element, but also again effectively puts Jonny as
the primary focus.
In addition Jonny’s style remains the same
in all products with his notable red shoes and green parker jacket. This
conveys to the audience Jonny’s consistent brand image. These items of clothing
will effectively be relatable to the band, making all products “linked in”.
Therefore we have Jonny serves as a
feature, which is linked in and centralized on in all products, making him and
his band recognizable to the audience.
As a point of sale we show Jonny as a
rebellious and “indie” teenager with his body language often confident and
relaxed. Target audience research initially showed us that our
“indie/alternative” genre is 16-24 year olds, so therefore this attitude that
Jonny conveys in the music video and ancillary products would be relatable to
the teenagers whom we are targeting our album at.
In addition the album cover name itself
reaches out to a niche audience with “One More Year” being relatable to those
upper-sixth students, who like Jonny, have one more year left to university.
Realistically this could also be applied to university students who also have
“one more year” to they leave education and start work. The album cover name
lends itself to be relatable to our target audience of 16-24.
Theorist Ervin Goffman says, “ we present
the public self, we want to be seen”. We successfully achieve this with
teenager Jonny who wants to show himself as someone who doesn’t care for rules
and just wants to have fun for “one more year”.
The unique Font we use to promote our Band
Fij is consistent on both the front and back of the Digi-Pack as well as our
Magazine Advert making it an effective combination of products with all tying
in. In addition to the font, the color correction of our products gives them
all similar effect. We bring out the red in both Jonny’s shoes and the brick
wall in the Font as well as giving all our products a kind of red water wash
effect. The subtle red ring like coffee stains on our Digi-pack compliments our
music video where we show Jonny to have a relaxed and none caring attitude.
This is similar to the target audience we wish to achieve who are stereotypically the kind of people who are
likely to leave coffee mug rings on a surface, there kit out in the rain and
clothes crumpled on the floor.
The result of linking in our music video
and ancillary products is that the consumer would have recognized a wide range
of elements that are characteristic of our band, such as the urban setting of the
brick wall, and lead singer’s Jonny’s style which stays constant throughout the
whole shooting, and the color red which we bring out in all products. Through
all these decisions we give the audience a taste of the genre of the band, as
well as the kind of music that will be found on the album.
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