Here is a word document on the second evaluation point which focuses on the brand and identity of my media products, as well as how I have shown the genre.

1. Question 2 Evaluation
How effective is the combination of your main product and ancillary texts
Interviewer: I’m here with the director of the Ben Howard music video ‘Small Things’. The duo of Ed Moore
and Joe Marles have created the star studded music video,and we have him in here to interview his latest
releaseand how this links to his styleand brand identity he is tryingto build.So Ed, how and why is havinga
house styleor brand identity when creatingyour music video and other media products important for you?
Ed: Well I believe that creatinga brand or styleis importantas it sets a tone for the rest of the audience, for
example Sia has her brand identity of her wearing the wig which represents a sense of difference from the rest
of the artists,with each havingtheir own insignia and element if uniqueness,so we tried to create Ben having
a bleak and depressingelement, which is fittingto the genre if course, but we wanted Ben to show the brand
identity due to his similarities with the target audience. Applyingben with a certain identity is importantas it
allows himto be signaled as the same as the target audience, such as his clothingin the music video and the
advert are considered similar to the target audience that we went for, which was the older teen, preferably
male, as well as being a fan of the acoustic genre. Therefore it’s important to apply Ben to this identity to sell
our product to this target audience. The identity and brand makes the person seem different and nicheas well
as being a stand out to other people of the genre, making them more eye catching,therefore sellingmore
products,and this was done by the digipak via theediting which gave Ben a billboard to make him seem
famous and a part of the crowd, as well as the names of the songs on the billboard which gives them further
importance. This was important for us, and we feel likedid this very well.
Interviewer: Very true Ed, the brand and identity of the artistis important,but how do you feel about the
brand identity being displayed acrossyour music video and the other pieces of media? In particular thesimilar
images and the colors used in your work.
Ed: Well I feel that the work I have created displayed the same images,which would further show Ben
throughout the different media products,therefore he is being shown with his identity throughout the
different formats. The imagery also has another element which illustrates the bleak connotations,which is the
black and white filter, which produces the distinctconnotations which make the identity apparentfor Ben. The
wording for the advert is also similar showinga further representation of the identity which is shown by Ben.
The color of the red has certain connotations of love and lust,which set the tone for the music video, as well
as blood and betrayal,which compares to the narrativeof the music video. These things have been portrayed
across our media products in order to sell this brand and identity we've tried to portray within our artist.
Interviewer: Good answer Mr. Moore, however how do you think the digipak will sell the songand the album?
What were your thoughts on this and how did you do it?
Ed: The audience was attracted to our digipak becauseit looked likesomething that they would be interested
in,due to the color scheme and connotations being shown by the digipak.I remember a theorist believingthat
audiences viewed certain media due to its escapismor interest of the media product, therefore I feel that
audiences of an interest in the albumwill bedown to the digipaks black and whitefilter which shows certain
connotations and is conventional of the genre. However the digipak had to have certain things about it which
would sell the songand the albumwell, such as information aboutthe album,such as the songs and the artist.
Havingthese on billboards makes the artistseem bigger than he is,makinghis fame and the audiences
knowledge more apparent, as they believe he's a house hold name, he'll attract the less awarepeople in the
audiencewhich would not be awareof our artist.The digipak also sells thesongwell by the songs tone and
sense of voice, which is similarto the tone given by the imagery and the color in the digipak.This is how I
wanted to represent Ben in our digipak,which would attract the audienceto the song and the album.
Interviewer: What about the Advert? How would that sell the digipak to the audience? Another thing is the
genre which is represented by your media products.How do they link to the style of the band for example?
Ed: I mean the advert and the digipak areso well synced together due to the same imagery and connotations
represented by the black and white as well as the burstof red, which is what would entice the audience, but
it's also the information within the advert that sells thedigipak,as itentitles additional information to make
the audience more awareof the album they’re buying and to make them feel likethey know the album before

2. they are even buying it. The advert is also very eye catchingwith its red touch which sticks outof the black and
white bleakness shown in the foreground. I actually decided on the final red at the end of the advert, due to its
lack of vibrancy and its poor eye catchingability,which is why the red was brought in,and then later the
digipak,allowinga more significanttieto the digipak which would allowthe audience to see the albumand
trigger the advert due to its similarities,thus makingthem buy the album. The genre however was one of the
together things to hitdown. I focused on lots of videos and songs based on the genre, and we took a lot of that
into our music video, includingtheclothing.The clothes worn by Ben is described as beinga partof the genre,
Interviewer: The same as urban Hip Hop is associated with Adidas and Nike for example.
Ed: Exactly!The clothingwas key and we made sure that Ben wore the right clothes and was surrounded by
the right miseen scene, with the lonely coffee shop in the urban area of town. The digipak used these
surroundings and even has the graffiti in the walls beingan integral part,and itgives the grittiness that we
wanted to show, linkingto the genre. The red also shows the sense of hope that the genre shows. Ben
Howards genre of indieacoustic hasa lowtone and is quite depressingbut can sometimes have some lifeinto
it, with the red representing loveand lust,compared to the lowbleak black and white filter which has been
used a lot in our work. The genre is also represented by the acoustic guitar,which is a styleand identity of the
artist,but also plays thegenre nicely,comparingitto Ed Sheeran's A team and James Arthurs single,say you
won't let go. These are the elements I had use to portray this genre, and the style of the band was simply done
by them miseen scene and the clothingwhich was installed within the media products I have produced, with
the guitar being another add on.
Interviewer: Thanks for that Ed, you’ve been very informativehere, and we wish you luck with your future
endeavors and future work.
Ed: Thanks you very much
Interviewer: We'll be rightback after these messages.