2. Technology
used:
Pre-production:
Google - to do the research of the similar products, being other pop
stars' websites.
Camera and beauty lights - to take pictures of Cheri for the website.
Production:
Instagram/Snapchat - to create social accounts for our star and add
these links to the website.
Dafont – to choose the best font for our website, which would fit the
glamorous style of the campaign.
Post-production:
Giphy - to create giffs to upload on the website.
Wix - to create an actual website.
3. Google was our main research tool, which we used in order to find official websites of the artists, similar to
Cheri, such as Dua Lipa, Miley Cyrus and Taylor Swift. After analysing what these pop stars present on their
websites we had a rough idea about what should be on ours. First of all, the website's home page should
advertise the latest album - it's name, front cover and colors. This would help to keep the fans updated
about the artist's work and would present to the target audience the latest star image constructed for the
artist. For example, Taylor Swift's website presents only her latest star image - strong, independent woman -
and there is nothing about her ex-"girl-next-door" image. Moreover, most of female pop singers follow the
genre conventions by using bright, usually pink, colors on their website. Also, a homepage usually has a big
picture of the artist as the background, where she is presented as a creative and, more importantly, a good-
looking woman. Apart from reflecting the latest album and presenting the artist, websites also have other
pages with more information, such as 'events' (where they post tour dates), 'shop' (where the audience can
buy products with the artist's logo) or 'social media' (where the audience can find links to the artist's social
profiles). All of this helped us to construct a clear plan of what should be included on our website in order
to adhere to the genre connotation of pop music and address the target audience by presenting our star as
a creative and pretty female.
Pre-production: Google.
4. Camera and beauty lights were used during the photoshoots and making of bts in order to use
this material on the website. As I've explained in the digipack section, the main aim was to take
pictures, which would present Cheri as an attractive woman, so that we not only address the
primary target audience of young girls, but also the secondary target audience of males. For
this photoshoot we've used the same camera - Canon EOS 7D, but lighting was different.
Instead of the one used in the photoshoot for the digipack, which was in a form of the circle,
we've used Neewer Dimmable Bi-color 3200-5600K, CRI 95+. This camera device produced a
lot of light, which allowed us to take high quality bright close-ups and mid-shots of Cheri to
upload on the website. The light spread equally on her face and gave her skin this ‘magazine
front page’ glow. We were trying to hold the light above the Cheri’s face and slightly at an
angle, to highlight her big eyes on the photographs.
Pre-production: Camera and lighting.
5. Production:
Socialnetworks.
In order to fill our website with the information about Cheri, so that the audience
get to know her better, we have created social accounts for her. For example,
Instagram @cheri_official, where we post her pictures. As you can see, we have
created a typical young girl account with the photographs of flowers, food, herself
and some bts pictures, which reflect what kind of person she is (or what star
image she has). Creating social pages increases the artist's popularity because she
can address a bigger audience. Moreover, it creates an opportunity for fans to
interact and communicate with the artist, which is one of the points of the Richard
Dyer's 'Star Theory' - 'the star should be simultaneously PRESENT and ABSENT for
the audience". Social accounts, more importantly, help to create and support the
star image. Whatever an artist posts and writes underneath can attract even
beyond the target audience and, therefore, increase popularity and album sales -
that's why we've decided that creating social accounts for Cheri and presenting
them on the website would be a cross-promotion good idea.
https://www.instagram.com/cheri_official/
6. During the production process we used Dafont website in order to find a perfect
font, which would match with the glamorous style of our campaign and not
confront with the digipack’s one. We were looking for a pretty font, slightly curved,
which would support the Cheri’s flirty and sexy star image, so that the entire
campaign looks as a package.
After the focus group we have realized, it’s more important to choose a font, that
would be readable and pleasant to look at, rather than pretty and curved. We
didn’t want our audience to struggle with reading the information on the Cheri’s
website, because in this case they would leave it without a chance to get to know
the star and her music.
As a result, we chose a couple of different fonts for our website, to distinguish
between different sections of it. Each of these we considered as both easily
readable and fitting our campaign. These are some of them, which you can find on
the Dafont website: ‘Legendary Hollywood’, ‘Sweet Getaway’, ‘Forefarmers’, e.t.c.
https://www.dafont.com/legendary-
hollywood.font?text=Cheri+%27I+Got+Love%27&psize=l
Production:
Dafont.
7. Post-production: Giphy.
https://giphy.com/
After doing the research into similar products, we decided to make our
website slightly similar to the Lady Gaga’s one - she has giphs from her music
videos as a background of her homepage and it looks amazing, all moving
and shining and attracting attention of the audience.
As a result, we have found a website called ‘Giphy’, where you can upload a
short video and create your own unique gif from it. So, we have taken short
clips from our music video, behind the scenes video and any other footage of
Cheri we had and made gifs out of these.
These gifs were used as a background of our homepage and alongside the
pictures in the gallery section. Firstly, we had the giphy background and a
couple more gifs on the homepage, but then we found it’s quite disturbing to
have a lot of non-synchronized moving images at once. This distracts the
focus from the main point of the website – promoting Cheri and her latest
album. As a result, we have decided to just leave the giphy background on
the homepage and the music video, which automatically starts when the
user scrolls down.
8. Post-production: Wix
The main part of the post-production was actually creating a website. For this
purpose we have used Wix, as it is a platform with one of the easiest ways of
creating your own website for free.
In order to link the website with the whole marketing campaign and the star
image we have decided to do it mainly in red and white colours, referencing the
color juxtaposition we have been using throughout.
Moreover, we embedded a lot of pictures and gifs of Cheri, so that anyone, who
comes on this website knows for sure that she is a pop star, how she looks and
what genre is her music. The way we have put together a website presents Cheri
as a pretty and talented young woman and a glamorous synthetic star.
We have also wrote the tour dates and added the links to Cheri's social network
accounts in order to cross-promote any other product or events related to Cheri.
Moreover, we have put the front cover of the ‘I Got Love’ album underneath the
music video in order to promote Cheri’s new album and make the audience
aware that they can now purchase it.
Overall, our website is relatively simple, but fits well in the whole music
campaign, as well as contains all the needed information for consumers and fans:
new album, link to the music video, a gallery, tour dates and links to Cheri’s social
media profiles.
https://aarj23.wixsite.com/cheri2018
