How effective is the combination of your main product (video) and ancillary texts (digipak and advertisement)
Synergy = Sunglasses
How we planned to use it.
Originally we planned to use colorful sunglasses, we said that our duo would be wearing the sunglasses throughout the music video and also during photo shoots, public appearances, interviews and anything else they would do to promote themselves. Another reason why we chose sunglasses is because we dont really have a large budget and during our research we were looking for a product that would be cheap and effective to use. We got the idea from rap artist Kanye West. He used sunglasses as his Synergy Item for his graduation Album, particularly the single stronger. The sunglasses were seen on the single cover, in the music video, during performances and out and about. By doing this it made him easily recognizable by his fans.
Combining our Products using Synergy
I think that I did a pretty good job ensuring that my promotional package linked to the music video. We made sure that in each verse and chorus there was some shots of our artist wearing there chosen sunglasses and in every image on my promotional package the duo are wearing there sunglasses.
Sunglasses in the music video
Sunglasses on the digipak
Front Cover
Advertisement & Inside
CD Disc
Not only did I rely on our synergy item to make sure that my promotional package linked with my music video, I made sure that the costume and hair was the same swell. On our filming days we took out a camera so we could take images for our digipak. The main reason we did this was so we had images of our artist with the same hair and costume they have on in the video.
Costume in the Video
Costume in digipak
Another thing that links the promotional package is the Red strip seen at the beginning and ending of the music video. At the beginning it says 'Excuse My Rude' and at the end it says 'XO' repeatedly to establish the Duo's name. I put the 'XO' red strip on all items of my promotional package so the as are bombarded with it a know that if they were to see that red strip anywhere else it would be related to the duo.
Red strip seen in the video
Strip seen on Digipak
Advertisement
CD Disc
Front, Back & Fold
One more thing that makes both of these products link is the urban theme & Iconic locations. We shot the video in an area that has a lot of graffiti i.e. Brick Lane and places that are well known to the world like London Bridge and Camden . What I did to make sure that the 2 link was made a well known graffiti image 'Hackney Peace Mural' from a well known area 'Dalston' and made it the focus for the front and back of my album covers. I Also used an image that we took of the duo in front of a colourful graffiti piece we found in south bank
Graffiti in the Video
Graffiti on the Digipak
Graffiti From Waterloo South bank
Hackney Peace Mural in Dalston
Due to all of these links between the video and my digipak, I believe that our target audience will recognise the 2 as linked products and therefore I believe that the outcome of my products is a success. What I managed to do is something that me and my group planned to do, we wanted to create a pop video and ancillary product that kept to the conventions of the pop genre but has an urban feel to it so it would reach out to the younger audience. Overall i feel proud of my designs, i think they would appeal to the audience members because the design is very bold and quite in your face, they stick to the conventions of ancillary products and the pop Genre at the same time and it also represents the youth which is something that we wanted to do.
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