1. Task Two Evaluation
How effective is the
combination of our main
product and ancillary tasks?
By Freddy and Tom

2. Creation of Campaign
• This consisted of a CD Digipack, a website and
a music video for a single release of the album
• This will constitute our campaign
• Our campaign has to have a brand identity
• This is only successful if we combine all three
products together
• What follows is a discussion of how effective
our campaign is.

3. Identify the Brand Image and Its
purpose
• Our website conforms to the
conventions of a typical techno DJ
artist website through its use of
contrasting colours representing
high energy that is typical of the
music our artists creates and the
alternative audience that it
appeals to.
• The brand image is created by the
dark background, and the Man Ray
photo.
• This is mysterious, dark and sexual.

4. Identify the Brand
Image
and Its purpose
• In comparison to other dance
and house music DJ websites
we can see that our website
conforms to the brand image
conventions of artists in this
genre of music.
• Typically all the websites have
a dark background with
contrasting colours in some to
represent the high energy and
alternative brand image.

5. Star Image
• Our artist website creates an
unconventional techno DJ star image for
our artist.
• In comparison to a similar artists website it
conforms to aspects mentioned before like
contrasting colours however if differs in
that ours is more centred around creating a
star image where as the other is centred
around informing the audience of the
labels brand image and up coming news.
• Dyer argues a star image for the artist is
necessary to create a ‘closeness’ and
‘intimacy’ for audience to relate to.

6. Star Image References
• Our website represents our artist as mysterious and
complex particularly through the images of him
we’ve uploaded to it, using confusing colours, and
the background which is dark with strong lines of
colour coming through tying in his image as a
techno DJ by using energetic contrasting colours.
• Matrix’s star image holds intertextual references with
the Joker from Batman which adds to his complex
and wild star image which appeals directly to the
stereotypical audience of his genre.
• It also shares intertextual references with artist
Francoise Nielly, top image, which reinforces his star
image as a creative, alternative and contemporary
artist.

7. • Information on the Website • Intended Audience
• We’ve uploaded a strip of images from the live • The intended audience is definitely
performance element of our music video in order
a niche, alternative, creative,
to promote our artist for live performance and
obtain that selling point, Steve Archer argues
techno audience as is represented
that the live performance element of the music through the DJ dance music
video is essential to reassure the audience that conventions of our website and the
the artist can perform in a live situation. use of our album cover as the main
• We’ve also made sure to upload plenty of images homepage image.
to promote our record label as an alternative
techno label but also as a label capable of
producing a professional music video to • Effectiveness of Promoting the Brand
hopefully attract other artists to our label and Image
pursue them in the same way we’ve launched • The brand image is promoted well, the
this promotional campaign for Matrix.
homepage clearly puts across an alternative
DJ through the use of the album cover with
the creative alternative colours edited over a
“Human activity directed at satisfying needs professional looking photo and the image
and wants through exchange processes” Philip strip of our artist performing in a live
Kotler performance situation.
• The techno Ibiza style DJ is promoted well
through the use of a dark background with
many different strong contrasting colours in it
to represent the energy and creativity that
our brand image holds. The professional
element is held together by the neat and
uniform layout of our website as well as the
professional look to all images uploaded.

8. • The price of our track;
Matrix, is likely to be 99p
as a single like most other
songs.
• As an album it is more
likely to be about £5.99 or
maybe a bit cheaper to
appeal to our target
audience and how much
they are willing to spend.

9. These images are to
show the links
between our
promotional
campaign and their
promotional
campaign.

10. • Our product would be advertised in magazines and on websites like
“Djmag” in order to get our product directly to our target audience
which is the dance music DJ fan base. By placing it on these type of
distribution networks we associate our artist with the brand and
star image that his music’s target audience desires.
• This method of online distribution is ideal for our target audience
as stereotypically the fan base of our artists music is a younger
audience that is more familiar with the online age. As physical sales
slowly decline to give way to a rapid online music market the
online distribution of our artist allows us to break into that online
market and generate revenues from a more popular stream.

11. • Our product is branded through the
star image of our artist.
• It is branded as a creative alternative
dance DJ product but also holds sexual
connotations through the content of
our music video product which allows a
homosexual audience or an audience
concerned with sexualities.
• It has also been artistically branded
through its use of intertextual
references with the creative and
contemporary paintings of Francoise
Nielly.
• Our campaign appeals as album art
work securing physical sales of our
album single.

12. Brand Image
Our album cover shares similarities to that of
Stephan Bodzins, particularly in the unconventional
use of strong contrasting colours. The difference
however is our cover is colourfully confusing and
almost looks like a clown and holds intertextual
references to the Joker from Batman. These two
aspects work well with our artists calm collected
look to raise questions about his sanity beneath his
cool façade which ultimately works as a marketing
tool as it not only makes the cover interesting but on
first sight presents an enigma that the consumer
becomes interested in. We created a mysterious
techno image, this was promoted across our
products. An example of this, is the Ibiza rave
culture.

13. Purpose
• It is a creative and alternative
music which shows that the album
covers from those artists can be
unconventional and not they are
different of others. With the brand
image techno it signifies dancing,
having a good time and the drug
culture that is stereotypical of our
audience. The purpose is to create
an image of our artist and record
label which techno djs fans can
form a fan base underneath to act
as a selling point. Appeals to the
niche techno audience, generates
revenue from that. We used ideas
from the Joker from batman to
create and show the audience that
techno is a dark and dangerous
scene. It is a intertextual reference
to the Joker.

14. Information on the Cd Digipack
The colours of our digipack are really dark , it shows us the type of
scene this music genre is, it gives us the information that this
scene is dirty and dangerous These are the
names of the
songs, it is really
important
because it allows
us to know the
names of the
songs of Matrix
The Front Cover gives
an idea as well about
the personality of
Matrix where we could
say that these strong
colours signify his
complexity
This label is Cocoon, it shows The name of the artist is
what label our artist is signed written in a font which
on. It is the most famous and shows something dark,
it is an information
successful label in the techno about the personality of
scene the artist and his
lifestyle.

15. Audience
• The primary target audience for our media product is young adults,
typically club scene young adults as conventionally techno is a music genre
played in clubs. Our product might appeal to a risk taking and
experimental audience as the video we’ve produced is very risky in
challenging censorship in music video. The music has a heavy and dark
trance sound which is stereotypical to a homosexual audience therefore as
an audience they may be part of our primary audience.
Our primary
audience is typically
young adults
www.readingfestival.com

16. Price
• One of our songs would be 99p, to match
prices of other singles. The album would be
£5.99, because it is not mainstream, our
audience is quite young and it is a niche
audience so they would download it instead.
When considering how your campaign is
marketed at an audience we have to look at
the quote of Philip Kotler: “ Human activity
directed at satisfying needs and wants
through exchange process.

17. When and why would it be
released?
• It would be released in the summer, mostly in European countries, as
Summer Festivals start around May. This is because the artists target
audience are young European adults who attend music festivals.
• I.E. Global Gathering, Tomorrow land and Awakenings.
• http://www.tomorrowland.be/
• http://www.awakenings.nl/

18. Where would the CD be placed?
• We would place the advert virally. We would load it up on YouTube. We would do this by
loading our advert before the initial video was to come on, therefore whatever viewer who
wanted to watch the video would have to watch our advertisement first.
• It would be shown on MTV Dance around 10:00pm, as we would expect our target audience
to be viewing the channel at this time at night.
• It would also be shown on YouTube, such as; advertising it on other Artists websites and their
YouTube links.
• Advertise it Virally as its cheap and easier to access a Global audience.
• http://www.youtube.com/user/robbiewilliamsvideos

19. What On-Line media would this
appear in?
• Music video would be shared social networks such as Facebook and
Twitter, where the chances of the Music Video reaching a global audience
increase. Also MTV and YouTube.
• We would produce 25% of the album on CD (physically) and the other 75%
would be bought Virtually (on-line). Growing market on-line.

20. Where would we sell CD Digipack
• We would produce 25% of the album on CD (physically) and the other 75%
would be bought Virtually (on-line). Growing market on-line, therefore
sales on iTunes would out do sales in HMV.
• - CD shops such as HMV for physical sales. For - Virtual sales would be via
iTunes.