How effective is the combination of you main product and you ancillary texts?
Our main use of synergy were our sunglasses. We felt that these would be appropriate as there is a trend in pop culture of Pop and Rap acts wearing sunglasses and making it a key part of their act. Due to our budget this was the easiest way to incorporate synergy into our act as we were able to purchase the sunglasses at a low cost, we felt that if the two artists has different sunglasses it would help our audience identify who was who and pick which pair was their favourite. Sunglasses are also useful because there an array of designer sunglasses, with the duo's popularity would come endorsements and a popular sunglasses brand such as Ray Ban may want to invest in the artists as their fans will want to look like them and therefore go out of their way to invest into Ray Ban.
We were mainly inspired by the artist Kanye West, his album Graduation featured a cartoon teddy bear as it's mascot and was the protagonist of most of the albums music videos and also featured on the album cover. Throughout the promotion of the release of the album the teddy bear would always wear a pear of shutter glasses which were never seen before (see image below)
(Form of synergy -Kanye West- "Stronger" Single Cover)
Rapper Kanye West would always wear these original glasses and they grey highly popular amungst celebrities and fans.
(West promoting sunglasses)
(Influential Celebrity Paris Hilton sporting the shades)
(Shades finding their way into mainstream pop culture and media)
Finding a life of their own due to popularity the glasses originally designed by a Alain Mikili the glasses began to get sold around the world in different shapes and sizes becoming a fashion statement, making Kanye very popular and boosting album sales.
Another example of someone who's used sunglasses in their synergy is Lady Gaga for her album The Fame-
Sunglasses were the first thing people associated with Lady Gaga when she first appeared on our screens in 2008, in her debut video for the hit single Just Dance we see her sport them throughout the video:
(Synergy -Screenshots from video)
(Synergy- Promotional posters)
How I used Synergy:
My Digipack & Advert
On the cover of my album I used an image where the duo are sporting the same outfits and sunglasses they wear in the music video. I used the same Image on my advertisement so that main image of the the duo that will people will recogonise will be the album cover and the audience will recogonise these linked products because they are the same images. I think our audience will respond to our synergy well as our core audience if girls ages between 16-25, sunglasses is a trend which is associated with them and girls with in this age bracket do follow celebrity/pop culture. Even if they didn't sunglasses is an accessories worn by people of all ages and both genders, so all audiences can sport the trend. Synergy is also apparent in the clothing as these clothes are also worn in the music video, they are not designer or overpriced so our audience can realistically achieve the same look if the wanted to.
(Sunglasses worn throughout music video)
Keeping the images consistent throughout the video, digipack and advertisement makes the artists clothes and accessories familiar with the audience. This way they will keep seeing the same items and grow to like them as they are fans of the artist they will also start to become fans of their looks and everything associated with them such as their iconic sunglasses.
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