'How effective is the combination of your main product and ancillary texts?'
Transcript:
- In order to ensure the effective combination of my main and ancillary products, it was of vital importance that they shared similarities in order for our target audience to associate them with one another.
- From the RMA research, I conducted in the research phase, it is notable that most indie music videos utilise a dark mise-en-scene/colour scheme throughout; a convention that is then continued and exhibited within several artists supporting advertising and on the digipaks. We decided to employ synergy, linking our advertising and our main product through the linked colour schemes, which consisted of black and white (monochromatic colours) with a slight low-opacity acid wash effect and scratch overlays. The scratch overlays and slight acid wash effect can be exhibited in our music promo through overlays on certain footage (particularly the location of the underpass within the opening of the music video which is the location of the photographs from/basis of the ancillary tasks), and I have utilised a HD still of an acid wash that is overlaid on each of our Photoshop ancillary tasks/ designed digipak and advertisement.
- What ideology or message is conveyed through the use of scratch overlays and light leaks? - The scratch overlays convey a ‘raw’ feel to the music video, making it appear like old footage filmed on 8mm. The use of vintage footage is very much associated with the indie genre as in today’s culture the footage would appear ‘homemade’ and ‘rough and ready’, which is associated with the rebellious and carefree values of the indie genre. This conveys that the music is of more importance than the music video, as it doesn’t matter if the music video appears homemade because this makes the artist seem more authentic and passionate about their craft. The effect this has on our audience is that it makes the video more accessible, as the homemade vibe makes it seem as if they are watching personal videos of the artist, which they can relate to the experience of watching home videos.
- Brand image is how consumers perceive or think of a brand. (The perception of the brand or artist in the mind of the listener or customer). I believe our brand image is characterised by the messy, handwritten typeface of our logo, which reflects that the band has a raw, authentic sound that most likely is from the indie genre. It is notable that typeface or logo often depicts what style of music an artist produces, for example, pop-artist Katy Perry has a highly feminine logo made up of a red cursive typeface with a blue outline; this conveys that her music is perhaps aimed at both females and males due to the mix of colours, with the brightness of the colours connoting the upbeat pop genre. In contradiction, Beyoncé utilises a black, bold, capitalised typeface inferring her feminine strength and powerful R&B vocals.
- We generated our chosen artists individual brand identity –USP through the creation of a logo. A logo makes our band easily identifiable, as it can be featured in music videos, promotional material, and on the line up for indie festivals. This features upon each of our individual products (music-promo, magazine advertisement and digipak), notifying the target audience of the band’s identity within the indie genre, and ensuring memorability. The contrast between the black background and the striking white scratch typeface featured in the band’s logo, makes the logo stand out. The Polaroid originally was our concept motif featured on all of our branding, however, we received the feedback that our digipak needed to represent the band as an entity, and contained other songs, rather than being solely focused on the single New Religion, as the picture directly correlated with this single. This meant our digipak appeared to be more of a single.
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