Between the main music video and ancillary texts of a magazine advert and digipak, there are similarities that create synergy between the products. The artist is used as the main representation and focus of all the products to sell the artist as the brand. Examples of synergy include focusing on the artist in all products and using the same location from the music video in photos for the magazine advert. While this synergy is mostly effective, the artist wearing the same costume in the video and advert makes it seem less professionally planned. Overall, similarities in color, fonts, and focus on the artist across the products help create an memorable brand experience for consumers.

1. HOW EFFECTIVE IS THE
COMBINATION OF YOUR
MAIN PRODUCT AND
ANCILLARY TEXTS?
BEN HALL

3. Between my music video (main product), magazine advert & digipak (ancillary texts) there are many
similarities that creates the key marketing device of synergy between the products. Synergy is key in order
to sell a successful set of products (the artist is the brand), as the constituent theme of a certain concept
will create a unique selling point for the brand making it memorable for the consumer. While creating my
products I knew that selling the artist would be the main focal point of selling the brand, which is why I
went with the standard commercial use of the artist as the main representation of the brand.

5. With the idea of using the artist as the main selling point of the brand, I revolved the main product and
ancillary texts around the artist himself rather than a different object for each product. This is one example
of synergy between the products as the music video is nearly fully focused on the artist while he is on the
front cover of the digipak and the main subject of the magazine advert. Another example of synergy is the
location used in both the magazine advert and music video. The location of Broadmarsh Car Park was used
for some scenes of the music video as it provided good vistas of Nottingham, I decided to use that to my
advantage and decided to take some still images of my artist with Nottingham in the background, I
believed this worked well and the consumer can see the connection between the video and advert. The
only thing I would change in relation to this is that the artist is wearing the same costume in the music
video and advert, which though it does portray synergy I think it makes it look like the advert was more
opportunistic rather than professionally planned. Another similarity is the use of colour throughout the
three products, all my products are in full colour rather than using black and white. This is because I want
to make the products eye-catching to the consumer. Furthermore, some fonts are used on the both
ancillary texts, this provides synergy as consumers would see the advert and make the connection from
that to the digipak when they’re browsing in a retail store.