The second question of the evaluation.

1. A2 Media Evaluation
Question 2
How effective is the
combination of your main
product and ancillary texts?
Jade Morgan

2.  During my research for my product, I studied and
analysed four different music videos: Happy by
Pharrell Williams, Of the Night by Bastille, Stay
Awake by Example, and Titanium by David Guetta.
This research gave me the chance to study different
videos in depth, looking closely at the uses of
lighting and examining the narrative or hybrid styles
of the videos. Having seen what the artists’ had done
to translate their songs into music videos helped my
group decide what we could do with each song and
which would be best for us to choose for our project,
resulting in Titanium.
What music videos did I study?

3. How did my music video relate to the
artist?
 As my music video is in the narrative style, there are
no ways in which my video relates specifically to
David Guetta, but it does however link closely to
Guetta’s existing music video for the song. My group
chose to break the conventions of the house music
genre and many of the stereotypical values of music
videos, just as Guetta did, by not including the artist
at any point and demonstrating the story of a teenage
outcast instead as our interpretation of the lyrics.

4. What digipaks did I study?
 While researching for my digipak task I studied
three existing digipaks: David Guetta’s One More
Love, the Black Eyed Peas’ The E.N.D, and Daft
Punk’s Human After All. Each of these products
was different and displayed effective methods of
appealing to audiences of both fans and the general
public. I found the styles of the Daft Punk digipak
and the Black Eyed Peas digipak more appealing,
so was more influenced by those two products than
Guetta’s which appeared more brightly coloured
and too lighthearted for the themes of my music
video.

5. How does my digipak relate to the
genre, artist, and music video?
 Alike to both the E.N.D digipak and the artist’s digipak that I have analysed,
there is a person on the front cover, but in contrast to Guetta’s digipak my own
displays the main character of my music video hunched over a wall. The pose
is significant in how it is clearly not the artist, but is instead the protagonist of
the video at an intense point in the narrative.
 In relation to the genre, I have implemented the feature that the E.N.D digipak
displays with the alternative art of the artists by using shots from our filming
sessions and editing them to appear colourful and surreal, much like the use of
colour on the Guetta digipak and the Daft Punk digipak, and the use of a surreal
figure alike to the one on the cover of the E.N.D digipak.
 The base and spine colour of my digipak is black, the same as two of the one I
have studied, in relation to the use of house music in clubs at night, with the
colourful disk panel of my digipak mimicking lights used in nightclubs as well
as relating to the pattern of the Guetta digipak and the design on the Daft Punk
digipak.
 Aside from using the same character from my music video, I have also related
the products through use of the colour purple that appears on the hat in the
music video, in the images on the digipak, in the title on the front cover, and on
the disk.

6. What digipak magazine adverts did I
study?
 As research for my magazine advert, I studied three adverts
produced in magazines relating to my product: ‘Lungs’ by
Florence and the Machine, ‘Won’t Go Quietly’ by Example,
and ‘When Love Takes Over’ by David Guetta.
 The three adverts differ in how they display the artist; the
Guetta advert is more about him and a gig than his digipak,
though it is the only one that actually displays the digipak on
the advert. Both the Example advert and the Lungs advert
display the artist once or many times in a box design with the
details beneath them; the advert is fairly simple and plain
otherwise with the flat black or white base colours.

7. How does my magazine advert relate
to the genre, artist, and music video
and digipak?
 Though Lungs is not a house music album, the artist has worked with
Guetta on a track and I found that the style of her advert could
influence my own design as it singles out the artist in a box with black
around everything but that box, which I have used to represent my
character’s isolation. Alike to the Guetta advert, I have used the album
name repeated down the right side, partially behind the character. I did
this as I felt it would link my advert to the style in which the artist has
been advertised, using a lively font for the same reason.
 I have related my magazine advert to the rest of my products by using
the same character- promoting both the video and digipak, and the
same use of font and colour scheme on the lettering and around the
character. I felt that these features would allow consumers to easily
make the mental link between the three products.

8. Distribution- where would I put my
advert?
 There are numerous magazines specific to the genre, DJs, or
the clubbing lifestyle, such as Mixmag, Tilllate, and DJ.
Marketing my magazine advert in any of these magazines
will attract the target audience as these magazines cater
specifically to the fields in which David Guetta’s music is
found. However, displaying the advert in generic magazines
such as Billboard will be distributed to a wider audience
which will be beneficial for my products.
 Though I have created an advert specifically for magazines,
displaying this advert online or on billboards would further
distribute my advert to the consumers.

9. Distribution -where would my digipak
be sold?
 My digipak would be sold in numerous
places, including mainstream music shops
such as HMV to reach music fans
specifically, but also supermarkets so that my
digipak will be distributed to the masses.
Selling my digipak online through iTunes and
Amazon will serve as an important part of
marketing through use of synergy with the
companies and use of media convergence,
and will reach an even wider audience.

10. Distribution -where would my digipak
be sold?
 My digipak would be sold in numerous
places, including mainstream music shops
such as HMV to reach music fans
specifically, but also supermarkets so that my
digipak will be distributed to the masses.
Selling my digipak online through iTunes and
Amazon will serve as an important part of
marketing through use of synergy with the
companies and use of media convergence,
and will reach an even wider audience.