3. COLOUR
During the research stage of the project, I was able to
identify that Sub Focus used similar colours throughout
the promotion of the album. This is something that we
wanted to incorporate in our promotional package.
L o o k i n g a t S u b F o c u s ’ s a l b u m To r u s , I c a n r e c o g n i s e
that he uses similar shades of blue, purple and yellow
tones to create continuity within the promotion of their
a l b u m . B y k e e p i n g t h i s c o n t i n u i t y, t h e c o l o u r s b e c o m e
immediately recognisable as Sub Focus’s work . This is
something that we were keen on including in our
promotional package.
We chose to use a variety of ef fects in our music video
to alter the colour of our shots. During the post production stage of the project, I added a ‘glow’ filter to
the majority of the shots within the music video. By
doing this we added to the conventional surrealistic
concept that we desired. Similar to this, we brightened
some of the shots used on the digi-pack and on our
magazine adver t. In complete contrast to this, we
modified some of our shots and images into black and
white edits. Looking at our digi -pack, poster and stills
taken from our music video, I can see that the colours
u s e d t h r o u g h o u t , c o m p l i m e n t e a c h o t h e r, t y i n g t h e
w h o l e p r o m o t i o n a l p a c k a g e t o g e t h e r. T h i s r e g u l a r i t y
gives our promotional package a sense of ‘style’ and
c o n t i n u i t y.
4. IMAGERY
The use of imagery throughout our promotional
package is ef fective as it helps to create a style
within the media texts. A clear example of how we
have used this idea is with the use of the mirroring
ef fect on our shots. The bottom right images show
how we have used this ef fect in both our digi -pack
and our music video. We chose to use this as it was a
convention of Sub Focus’s music video. By repeating
this technique we have created a synergy between
the promotional media texts; the use of dif ferent
media platforms means that we are able to reach a
larger and more varied audience.
We have also repeatedly used natural imager y
throughout the promotional package. The images to
the lef t show how we have used the same location
for our music video, digi -pack and magazine advert,
we also used the same cast and props. By doing this
we were able to allow the audience to make
connections between the dif ferent products and draw
t h e e n t i r e p r o m o t i o n a l p a c k a g e t o g e t h e r.
5. TEXT
We only used a small amount of text
throughout our music video. We chose to
flash the title of the song on and off the
screen, keeping in time with the beat of
the song. As well as this, we decided to
use a high opacity on the font meaning
that it created a blur between the text and
the background shots. We chose to use a
white font as it contrasted against the
bright colours of the natural imagery in
the shots. The particular font that we
decided to use on our music video is a
sans-serif font that is structured yet fluid.
This clear fluidity of the text reflects the
surrealistic concept that we wanted to
enforce throughout our digi-pack. I feel
that this surrealism mirrors the fun, fast
paced beat of Sub Focus’s song.
We decided to use a bold and striking
white colour for the title on our
magazine advert. We felt that this colour
complimented the green and darker
shades in the main image, making the
text foregrounded and drawing the
audiences eyes to the artist’s name. By
doing this we would intrigue any fans of
Sub Focus, and draw them into the
advertisement, making them likely to
buy the product . The intensity and
strength of the sans-serif font used has
been added to contrast against the
blurred and surreal main image. These
parallels between light and dark and
focused and blurred mirrors the concept
of fantasy and reality present in Sub
Focus’s songs and in our promotional
package.
We used the same font throughout our
digi-pack that we used on our magazine
advert. By doing this we created continuity
between the three media formats. This
element of synergy ties the promotional
package together and appeals the
audience to take an interest in Sub Focus
and Endorphins. On our digi-pack, we
used a grey border behind the areas of
text, by doing this we were able to
highlight the track listing against the
black and white background image. The
combination of all forms of the text
reflects the upbeat and high energy of
Sub Focus’s song and also reflects the
serious, real element of their lyrics.
6. CONVERGENCE IN THE
PROMOTIONAL PACKAGE
By using similar imager y and colours throughout the products, I feel that
we h av e b e e n a b l e to c r e a te a s t y l e b e t w e e n t h e d i f f e r e n t a s p e c t s o f
p r o m ot i o n a l p a c ka g e . We h av e u s e d b ot h c o nv e r g e n c e a n d te c h n o l o g i c a l
c o nv e r g e n c e i n t h e m a k i n g o f o u r p r o m o t i o n a l p a c ka g e . I n o u r d i g i - p a c k ,
we c o nv e r g e d t wo d i f f e r e n t fo r m a t s o f m e d i a te x t i n o r d e r to m a ke o u r
p a c ka g e m o r e a p p e a l i n g . We i n c l u d e d b ot h a C D a n d DV D i n o u r d i g i p a c k , by d o i n g t h i s we h av e t r i e d to a p p e a l to a w i d e r a u d i e n c e . A n o t h e r
way i n w h i c h we h av e c o nv e r g e d t wo fo r m s o f m e d i a i s t h r o u g h o u r m u s i c
video; the combination of the music and the video.
B y c r e a t i n g p r o d u c t s w h i c h c a n b e c o m b i n e d i n to o n e p a c ka g e , i t m e a n s
t h a t t h e r e a r e m a ny way s i n w h i c h t h e a r t i s t , s o n g a n d a l b u m c a n b e
accessed. These possibilities are expanded through the introduction of
te c h n o l o g i c a l c o nv e r g e n c e . A n e x a m p l e o f h ow o u r p r o m o t i o n a l p a c ka g e
c a n b e e x p e r i e n c e d t h r o u g h te c h n o l o g i c a l c o nv e r g e n c e i s t h r o u g h a
c o n s o l e . O n a g a m e s c o n s o l e , t h e v i e we r h a s t h e o p p o r t u n i t y to wa t c h
t h e m u s i c v i d e o , w h e t h e r t h a t b e f r o m t h e DV D i n t h e d i g i - p a c k o r
v i e w i n g i t o n l i n e u s i n g t h e Yo u t u b e c h a n n e l . T h e C D f r o m t h e d i g i - p a c k
wo u l d a l s o b e a b l e to b e l i s te n e d to o n t h e c o n s o l e . A s we l l a s t h i s , t h e
c o n s o l e wo u l d a l s o b e a b l e to a c c e s s S u b Fo c u s ’ s we b s i t e , Fa c e b o o k
p a g e , Tw i t t e r a n d I n s t a g r a m , a s a d v e r t i s e d o n t h e m e d i a a d v e r t i s e m e n t .
7. TO CONCLUDE
Through the use of text, composition, colour and
style, I believe that we have successfully created a
promotional package in which the products work
i n d i v i d u a l l y, h o w e v e r a l s o a s a c o l l e c t i v e . I f e e l
that the use of contrasting elements within our
promotional package work to reflect the style and
sound of Sub Focus’s music and himself as an
ar tist. A key example of how we have done this is
through the use of the striking and intense white
text on each of the product, we have paralleled this
with the sof t natural imagery throughout the
promotional package. The use of the same location
for our shooting was something which I feel was
ef fective as the images and shots tie the elements
o f t h e p a c k a g e t o g e t h e r. A n o t h e r p a r a l l e l w h i c h
was created was through the use of ef fects and
motif s within our products. We chose to use a
mirroring ef fect on both the digi -pack and
throughout the music video, this repetitiveness of
the technique contrasts against the fluid panning
of shots and soft sans-serif font. I feel that these
contrasts work well throughout our promotional
package as we have been able to reflect the unique
and fast paced intensity of Sub Focus’s music. We
have also been able to mirror the surrealistic
concept of the project with the realistic and
meaningful lyrics of Sub Focus’s Endorphins.
