2. The three products that I created were a music video, website and digipak. The
theme that I aimed for was the country genre. I wanted to create a mainly dark
theme, with some happy elements, which could link all of the products together
and this could be shown through the colours used.
3. Marketing packages: Carrie Underwood
One thing that I found which made her products consistent was the choice of
fonts and colours used on the digipak and website. By using the same colours and
fonts it creates a house style which makes it clear to the buyer/user who the
products belong to. Another way that a brand identity has been created is by
linking the products together through the use of costume and make-up, which
makes it easier for fans to recognise who the artist is. On her digipak and website
she is wearing an outfit which fits the genre conventions just like they do in her
videos. Carrie wears subtle make-up and keeps her hair the same in the photos or
videos so this consistent style creates a brand identity for Carrie Underwood. She
will be easier to recognise as people know what to look for.
4. Marketing Packages: Little Big Town
Little Big Town’s website is different from Carrie Underwood's site because
throughout the website there are full-width pictures at the top of each page and at
different sections down the home page. This feature links in with their products
because the group members are all seen in the music video, and in the digipak
they are seen on all of the panels. Another thing that I found linking the website
and digipak together was the style of images and costumes present in the photos.
Their colour of clothing links in with the colour scheme of the product. For the
camera depth of field, some of the group members are in the foreground then
some are in the background and this is consistent on all of their products that I
looked at during research.
5. Brand Identity
To create a brand identity for my artist I made sure that all of the products linked
together clearly and that there is also a consistent theme. The theme was created
through the products with the use of colours and lyrics to portray happiness and
sadness. Love is also a theme linking together the digipak and video. The two
main colours used are black (sadness) and white (happiness) which is consistent
in all three products through the colours on the website, costumes and black and
white sequences in the music video.
6. Incorporated into my work
One thing that I incorporated in my products was the colour scheme. The digipak and
website share a colour scheme To maintain a country theme and a clear link between
products, the colours red, black and white were used on both of the products. Another
thing that I incorporated into my work was the artist having a specific look which is
evident in all three of my products and this creates a brand identity. The performer is
wearing the same colour clothes in all of the products and they fit the specific theme
that I am trying to create. The final thing that I incorporated into my work was the
camera distances used for the images in the digipak, website and video. This links the
products together because of the genre conventions as it also shows that there is a
reason behind the camera distances. By using this camera distance on the digipak and
website, as some of the pictures are the same on both products, it makes it clear to the
person who the product belongs to.
7. Social Media
As social media is used by millions of people it allows artists to interact with their
fans as well as using it for promotions. Through social media fans are able to find
out more about their favourite artist and see what they are like and what they do.
Also by using social media artists are able to advertise their products and new
releases. Announcing that a new video will be coming soon both informs fans and
creates a hype around the release. For my music video, the platform that I used
was YouTube because this allows anybody to watch the video and also allows
fans to share the video over other platforms such as Facebook and Twitter.
Sharing increases the profile of the video. My video and website have been linked
together with the use of social media because there are social links on the website
and one of them takes the user to YouTube where they can view the video.
8. Synergy
Definition: Where 2 or more organisations interact or cooperate to produce a
greater effect together than individually.
One way that I used synergy in my products was by making the video available to
watch on the website. This links two of my products together because they are
both available on the same platform meaning that if fans haven’t looked on
YouTube they are still able to see the video on the website. Another way that
synergy was used on my products was in the website shop section where people
are able to buy the album and merchandise.
