MY CREATIVE EVALUATION OF A MUSIC MARKETING PACKAGE

1. HOW DO ELEMENTS OF YOUR PRODUCTION WORK TOGETHER
TO CREATE A SENSE OF ‘BRANDING’?
CREATIVE CRITICAL REFLECTION QUESTION 2

2. BRANDING
Branding defines the artist and
defines what their target audience
and market are. Branding is heavily
interlinked with elements of
production, distribution and
marketing. Elements of my production
have definitely created a brand
across all three of my media
products, creating consistent themes
throughout.

3. SYNERGY
Considering we are living in an
age of technological convergence,
web 2.0, broadband, we are
inspired and able to be creative
and produce, distribute and
consume a wide variety of media
products. The potential to create
synergy between these products is
very easy and extremely effective
for everyone, especially up and
coming musicians such as Roxy, our
video star.

4. When creating my products it was important to consider the
synergy across all three texts: I knew I had to create
recognisable elements that would clearly identify my artist
and her album. This is common in the music industry where the
Artist is very much seen as a brand. Most artists have their
own logo and font that you associate with them.
SYNERGY
Take the Gorillaz as an
example
They use a distinctive font
that is recognisable across
all their media products.

5. ELEMENT: THEME/ VISUAL AESTHETIC - FONT 1
A font used in my video and Digi-Pack is the font from
Dafont.com called BEBAS KAI which I downloaded to my laptop
to use of Photoshop and InDesign.

6. ELEMENT: THEME/ VISUAL AESTHETIC - FONT 2
This was another font I used. I like the personal handwritig
element it brings as a sense of branding for my artists
Her name appears written in this font in the video,
album cover as well as being used on the back cover for
the tracklist, as she is a singer/ songwriter so all her
songs and lyrics are personal to her.

7. Another theme consistent throughout my products
is the colour yellow used for text. This yellow
text appears in the titles of my music video, on
all the writing on my Digi Pack and in the titles
on my website.
ELEMENT: THEME/ VISUAL AESTHETIC - COLOUR

8. One of the themes in my music video was nature, as the artist throughout is
displayed in rural settings. I wanted this to be a counterpoint to the idea
that we live in a busy hectic world we live in today. I replicated this idea
in my Digi Pack (left hand image) and Website as one of the images on the
inside of my Digi Pack is of a beautiful beach setting, as well as the fist
image that appears on the homepage of my website is an image of Roxy against a
background that is rich in greenery and looks sort of like a tropical
rainforest.
ELEMENT: THEME/ VISUAL AESTHETIC - NATURE

9. ELEMENT: THEME/ VISUAL AESTHETIC - COLOUR/ BLACK AND WHITE
Another theme that is carried across my music video and Digi Pack is the black and white
filter over some areas of my production. For example, in the music video the parts in the
song that sound a bit muffled and muted, are in black in white to create a contrast to the
main parts of the song in full volume. I think these parts of the video almost represent
the artist reminiscing on the past as things from the past are often shown in black and
white. This theme of black and white used to contrast the parts in colour is replicated in
my Digi Pack, having the front cover include one main image of Roxy in black and white and
two shadows of Roxy over her in colour. The inside cover also has a picture of Roxy where
some parts are in colour and some parts in black and white.

10. Transitions such as the chrome effect used a
few times to transition from one shot to the
next. This create quite slow, dreamy attire to
my video, again shown on the back cover of my
Digi Pack as the image is taken on a low
shutter speed and gives off quite a soft,
dreamy effect.
ELEMENT: THEME/ VISUAL AESTHETIC - CHROME EFFECT