2. Outline what products you created and the
general theme that you were aiming for
We have created a digipak, website and music video, with a
monochrome and red colour scheme. The general theme we
were going for was a contemporary rap video. The look of it
was the idea of an up and coming rapper who is getting over
the fear of not being able to create good enough content and
pleasing the media.
3. Outline the marketing packages of bands/artists
The artists that i have analysed and researched are Drake, Rihanna and Kendrick Lamar. I researched
Kendrick's digipak for 'How to Pimp a Butterfly' album, Drakes digipak for his 'Take Care" album. I
had also analysed Kendrick's website and also Rihanna website.
Within Kendrick's marketing packages i found the use of the same image on the front cover of his
album as well as the background for his website. There was a consistent use of colour such as black
and white as well as the images that have been used. Kendrick's brand identity consists of dark colours
such as black and hints of yellow and also red as his new album 'Damned' is in red text. Additionally
within Kendrick's digipak he includes an image of a butterfly which fits perfectly with the album name
"How to Pimp a Butterfly"
Furthermore, in Drake's digipak he uses a consistent use of imagery that creates an ongoing theme. this
is created through the use of the same location for the images on the digipak and also editing
techniques. One of the images used within Drake's digipak is an owl which encourages his brand
identity as he has his own clothing line named OVO and the logo is an owl.
Moreover, within the research on Rihanna's website i had discovered that she kept the colours neutral
with black and white, with a off white nude background on all her pages which created consistency.
This simplicity also created the "less is more" look throughout her website. For the images within the
home page they are all presented in black and white but when you hover over them with your mouse
4. How have you incorporated these findings into your
own work?
Digipak
I have incorporated these findings within my own work through my digipak and website
Within our digipak we got inspiration from Drake's digipak as we used images that were consistent with each
other and matched as it created symmetry and emphasises the brand identity. We also used the same colour
scheme as all the images are all desaturated to black and white. There is also a sense of continuity as we added
red into the front cover text "Guts Over Fear".
5. Website
Within our website there is a clear connection between the digipak and website as the
website also includes desaturated images with a black, white and grey theme. The
website also includes hints of red as for example when you hover over the options bar
at the top it turns red, there is also red backing behind the text within the tour page.
6. Why do artists use social media? How have you
used social media?
Artists use social media to promote their products and also communicate with their
audience. It is extremely important within our society at the moment because
everyone uses it. Therefore this form of promotion is highly effective. Artists in
particular use social media in order to bring themselves closer to their fans. Artists
such as Kendrick has Instagram, Twitter, Snapchat and Facebook. Where he can post
promotional content as well as personal to connect with his audience. For our artist we
also created social media platforms for him such as, Facebook, Instagram, Twitter and
Youtube.
8. What is synergy and why is it important to
marketing campaigns?
Synergy is the interaction/ cooperation of two or more organisation substances. When creating products the
record label will include connections to others for example on Kendrick Lamar's website at the top of the front
page there are links to his social media. This is done to further advertise and generate more sales and income. It
is important to marketing campaigns because if one thing stands out on one of these products it will then be
noticed in the others so they all sell more. Another example is when Kendrick Lamar used his album picture for
his website as well as the album itself.
We used synergy in our products in various ways. For example, our most prominent example is the colour
scheme we used. Black and white with red, the red is eye catching s the colour scheme is bland and we used it
on our digipak, website and within the music video. This helps the brand look more recognisable and is a very
good marketing strategy as they all fit together. Another less noticeable way we used synergy was through
promoting other products for example on our homepage much like Stormzys we included a youtube video link
to the new single so wherever you look whether it’s the digipak, website or music video it always helps advertise
something else.
