1. How effective is the combination of
your main product, and ancillary
texts.
Task 2
2. Our Task
The task in hand was to produce and create a
campaign involving a band or artist for a music
video.
We also had to produce a CD digipak which we then
marketed it through a website we made.
The band which we created has a strong star image
which consists of being alternative/indie. We then
branded this band which allowed us the market and
advertise them on the website to our chosen
audience.
3. Star Image
The image to our band was key to targeting our
audience. This was due the to different market
we were trying to target.
Some key points we tried to achieve by this
• Indie/alternative
•Clothing and style
•Organic band
•Makeup and presentation
4. Star Image(continuned)
We needed to provided the audience with something to
relate to, this is where we tried to fit certain teenager
VALS, such as:
• Rebels
•Invovators
•Drop outs
•Trendies
Our band VALS were:
•Fulfillers
•Experiencers
•Makers
5. Target Audience
This was an important aspect in projecting our
star image to the right audience. Our target
audience included:
•16-25 year olds
•Indie/alternative
•Innovators
• Dropouts
6. Advertisement
Advertisement would be essentially to targeting
our audience and widen our audience range.
Examples of how we advertised:
•Predominantly online
•Music magazines
•Music blog sites
•Social networking sites
•Vimeo
•YouTube
7. Where would you buy our
products?
With in decrease in high streets shores, we had to think different
and how we could use online media to sell our CD digipack or
where you watch our video.
•Social networking, where our audience could access our
products easily. This was important as it was cheap to advertise
and reach a wide audience.
•iTunes, this would be our main selling point as it is very popular.
•Beatport, other online audio shopping sites.
8. Band Image
With our band image being alternative we
needed to make sure this was representated in
our CD digipack. We intergated our band VALS
into our CD digipack ( Innovators, Rebels, Drop
outs & trendies), this was challenging task as we
had to think outside the box to target our
audience.
10. CD digipack(continued)
There was an important message behind our CD
digipack that would communicate to our target
audience. This message was to give the viewer
disfigured and obscure image. This would then
be portrayed to the viewer as something being
different and not mainstream, which is the
message we were trying to get across.
11. Website
The point of making the website was so that we
could advertising our products and upcoming
events. We could imform and keep fans up to
date which they could easily access through
social networking sites.
12. Website (Continued)
• With our website being simple and plain, this
meant viewers were quickly draw to our
products and music. This is aided by our music
video being on the front home page. Our aim
was so that the audience don’t feel confused
or threatened on our site, which was designed
user friendly.
18. • I have been effective in communicating the star image as a part of a campaign – considering
the distribution of the product and the brand image. Ultimately the brand image I wanted to
promote was alternative/ different from the mainstream. This is important for any campaign
or concept for example, this could be compared to actual artists like Lady Gaga to attract the
wide stream of audiences and is targeting the mainstream. Emily Teadrake from Polydor
records argues that the pitch for any concept had to be consistent and marketable e.g.
making of the Ellie Goulding music video was key to the success of her song as it gave Ellie
Goulding a star image which her fans could relate to.
19. Second, I feel that I have given the campaign a unique selling point through the star
image. The star image I have promoted is based on our lead signer Toby Baring. This
was because he held the band VALS, As being indie and alternative. This was because
of the mise en scene which we incorporated into our music video. A unique selling
point used in a coherent campaign will provide different opportunities to market the
star image. An audience who is able to spread word of mouth about a publicity
campaign can ensure success through the engagement with the text as a form of
online media – helping spread, circulate and distributing meaning amongst fans.
20. Finally, I have technically delivered a coherent
looking campaign (provide examples) through
the use of image and online social media. The
music video promotes a release from the
album release whilst the website acts as an
effective online toll which helps distribute and
promote meaning for a fan base. The
circulation and spread of meaning by the
intended audience helps with co-option (cite
Boyd) amongst the fans and aids me with the
marketing and promotion of the album.
