1. Question 2
How effective is the combination of
your main product (video) and ancillary
texts (digipak and advertisement)?

2. Visual Links
• Clear visual links between both the video and ancillary
products are vital as it shows that both promotional media
products are linked. This aspect of ‘linking’ images is also
called synergy.
• During the researching period I examined an array of different
artists and looked at how their music videos then linked with
the promotions surrounding their album release. I found a
common trend in two of the artists that I chose to analyse.

3. Daft Punk
Daft Punk are one of the artists that I looked at and they use Synergy especially well, which
inspired me to use my products synergy in a similar manner.
As you can recognise both ancillary products use the same font for the album
name, the same image of two helmets joined together and the black
background. Now if you look at the music video to ‘Get Lucky’ we can again
see the two helmets, the title at the beginning of the song.
This use of synergy has created unique visual links
which allow their audience to immediately associate
the helmets with Daft Punk.
I thought about making my synergy links unique,
CD cover
as ‘lights’ is such a general term, therefore I made
a decision to use a certain type of lights within my
work.
Advertisement
/ Poster
Clips from Video

4. Katy Perry
Another artist that I feel demonstrates this use of synergy within their two media products is
Katy Perry.
In 2012 se released her album ‘Teenage Dream’ and within her video
‘California Gurls’ the audience will spot identifiable links between them.
The colour scheme of white, pink, blue and red can be spotted immediately.
Moreover the font her name is written in is identical on the CD and Poster.
The video contains the pink ‘candyfloss’ and red and white candy-canes as the
video is set amongst a lot of oversized candy. Therefore, the audience will
recognise Perry’s attempts to ensure her video is remembered
due to the countless links within both media products.
Advertisement/
Poster
Clips from Video
CD cover

5. Synergy – Bokeh Lights
•
From my initial ideas to incorporate synergy within my promotional packages I have altered my
ideas slightly. Whilst conducting my research at the beginning of the process I wanted to use
Bokeh Lights, predominantly the ones within the city capturing them at night-time. The lights
were accessible to use during filming as our video was set in the Southbank at night, therefore
we were able to film various lights in different places in the city. Within our video this is
recognised through our use of opacity editing, when we merge the a shot of the lights and then
a mid shot of my face together. This occurs throughout the video as I wanted to follow
Goodwin’s theory of Amplification within my video; repeating certain moments so the audience
can relate to the video.
However, this was not so easy when producing my ancillary products. I wanted to have good lighting
for the Digipak and Poster images as we are promoting a new artist who is not so well known to her
audience of teens- young adults, therefore a clear image is vital. This meant that mirroring the lights
that feature in the video would be quite impossible. Therefore, my solution was to print an image of
Bokeh Lights on acetate and project this onto a white wall which created the effect of a backdrop.
The colours of the lights were pink, purple and white, which worked well with the costume I
decided to wear.

6. The Wind Effect
My other idea for representing synergy was to
show my hair blowing in the wind, this was easy
to demonstrate whilst filming along the
Southbank. Many shots, especially those in
slow motion capture my hair moving in the
wind. This effect created a calm and insightful
tome within the video.
However, in terms of showing this within my
ancillary work it proved to be challenging, as we
used a Photography studio in college to take the
shots. We used a fan to try and replicate the
natural wind within the video, however it was
challenging and I kept on laughing. However,
through positioning myself in the right way we
were able to show some sort of movement with
my hair.
The image I used for the front cover
of my digipak

7. Audience
The core audience for my music video were 15-25 year olds, however I feel that
both media products can connect with a wider audience of al ages and ethnicities.
We used well-known locations within my video to accentuate the urban feel of the
artist. Moreover, the audience would be able to recognise where we may have
shot the video. Whereas, for my ancillary work a location is not really established.
Therefore, I feel that Digipak and Advertisement reach out to a wider audience, as
I am merely introducing the artist in the promotional products and attempting to
gain a international audience; they may listen to the music and enjoy it as opposed
to realising she’s a London based artist and then switching off, so it gives them the
opportunity to not be stereotypical about the artist and her background.

8. Have I challenged Conventions?
I had previously looked at the work of both Katy Perry and Daft Punk to try and
identify if my work in any way replicates what they have done.
My video follows Goodwin’s theory of Disjuncture; having no set narrative or clear link
to the lyrics of the song. In Daft Punk’s ‘Get Lucky’ they use disjuncture and odd
costumes which have no identifiable link to the lyrics. Within my video, my group
decided to follow no set narrative as for new artists it is about introducing
themselves to their audience, as opposed to telling a story about something that is
irrelevant.
Moreover, my Ancillary Work follows the conventions in more that one way.
• The artists name is in larger font than the album title
• I use social media icons and the artists website so the audience can connect with
them.
• The images are clear and show the artist in a neutral way (no nudity or art)
• I have included where to get the album (Itunes)
• I have attempted to demonstrate the disclaimer material in a realistic way.

9. To Conclude..
•
Overall I feel that both of my Media products replicate a realistic album release, I
feel that both of my products link together through my use of synergy. I feel that
they are both effective in different ways..
The use of editing in the video makes it visually appealing to it’s audience (use of
slow mo, opacity editing and location)
Whereas, my ancillary work is effective due to the information provided through
it, as well as the colour scheme which is bright and clear allowing the audience to
be attracted to it.
I feel confident about the work that I have produced these past few months and
have learnt a lot about the production process that goes into forming these
products within the music industry.