Examine how you are creating continuity between this product and your music video

1. ANCILLARY
TASK –
EXTENSION
TASK 1
“Examine how you are creating
continuity between this product and your
music video”

2. • When creating my main product and ancillary tasks I wanted to
be sure of creating a strong ‘brand’ image and clear genre for
my target audience.
• As the song ‘Calling’ has a indie/pop feel I wanted to follow the
conventions of the indie genre in my music video taking into
account artists such as Lewis Watson and Ed Sheeran.
Therefore in my music video I focussed on creating a positive
representation for the female artist in the music video by
avoiding voyeuristic angles and using colour schemes and
outfits that give a ‘pure’ and ‘innocent’ representation which
would attract an aspiring audience.
• I also created a strong brand image by using locations, outfits
and colour schemes similar to within the music video that
create a strong visual link that the target audience can identify.

3. DIGIPAK & ALBUM POSTER
 In my digipak I used photography that focussed
on the artist. Many of the images were medium
shots of the artists body, this way I am promoting
the artist’s image heavily to the audience proving
that image and representation is an important
aspect to the target demographic. There are one
set of photographs taken in the same location but
in different parts of the area; covering the grounds
of the entire set. These locations were both used
in the video so this strengthens the visual link and
continuity between the two texts. Furthermore in
the photography the artist is wearing the same
outfit that he wears in the performance element of
the video.

4. DIGIPAK AND ALBUM
POSTER
 On my magazine advert I created a comment plus five star rating
from NME as NME covers a very broad range of artists and styles
especially of the alternative genres. As indie is not a mainstream
genre it is more likely to be recognised by an alternative ‘quirky’
music magazine. Also NME is a magazine that appeals to the target
audience as they aspire to be ‘individuals’ and NME has the
reputation of finding fresh new ‘individual’ artists and music styles
such as Catfish and the Bottlemen, Jamie T etc.
 I kept my magazine advert very minimalist by avoiding reels of text
and using only one image being of the artist sitting on a fence. The
image used is also found in the inside of the digipak; this once
again increases continuity and links the three texts strongly
together. I used a minimalist approach to tease the audience, it
gives them little information but the aesthetically pleasing image will
spur them to look further into the artist and his music.

5. 1. TYPOGRAPHY
We decided to use a casual, handwriting-style font for the artists name title.
The font of the artists name becomes a distinguishing feature that is
recognisable to the audience; an icon, or logo. In order to gain continuity in
our music video if we feature the artists name in the opening credits then it
will be in this font. Similarly, we are going to transfer the fonts used on the
album poster to the digipak. Using a distinctive font to create a logo for the
artist’s name allows it to be easily recognised by an audience, subsequently
building up a hype and a fan base which would ultimately result in success
for our artist. The font that we decided to use for the artists title is
representative of the genre of music for our video. The genre is indie-pop
and the font used is a casual, informal hand-written style making
representational links to the laid back song of the single.

6. 2. IMAGARY
When filming our music video we also conducted our
photo shoot. We came to this decision after extensive
research into existing products and their photography.
This means that our artist is seen in the same setting,
wearing the same items of clothing in the music video,
album advertisement and the digipak. We chose to do
this in order to form continuity between all means. The
image used on the album poster can also be used in
the digipak to heighten continuity further. Similar to
fonts, this creates a sense of recognition for the
audience; the shared image of the artist in the music
video, album poster and digipak will create an image
of the artist that the audience will recognise as
specific to this certain single.

7. 3. COLOURS
When editing the images for the album poster I
added a colour-modifying filter that slightly
adjusted the colour balance of the image to a
sepia tone. When editing the images for the
digipak I will be certain to add the same filter in
order to determine continuity between the two.
This will result in our products looking
professional and industry standard

8. 4. ACTORS
In the music video the main protagonist is
featured as a male – who is actually the artist. To
remain continuity we will use the main
protagonist as the key feature of the album
advert and the digipak. We have purposefully
chose to do this as if we included images of
other people then this may become confusing for
the audience – it would cause confusion for the
audience to distinguish who the main artist was
and this would be a problem.

9. 5. SONG
We have created a music video for the Lewis
Watson song ‘Calling’. Therefore the main song
that will be featured and advertised on the front
of the album poster and digipak will be ‘Calling’.
Again, this is to avoid confusing the audience
and to ensure that there is continuity between all
products.