This document discusses the print and digital marketing materials created to promote a new album by artist MK. It summarizes the design choices made for a magazine advertisement and digital album pack. For the magazine ad, a portrait layout was used with the artist's logo, an image from the music video, and review text. The digital pack employed a consistent purple/blue color scheme across its panels. Visual motifs from the vibrant video were translated to the print materials. Typography and images were positioned following rules of thirds. A sans-serif font was selected to match the clean logo design. Intertextuality with other artists' videos influenced the narrative-focused content.

1. Question 2.
How effective is the
combination of your main
product and ancillary
texts?

2. Brief
• The initial brief regarding our print work was to
create a magazine advertisement that would be
placed in a suitable magazine for the target
market of 14-28 year olds.
• Of which the sole purpose was to promote the
release of a new digipak which we also had to
create.

3. Print work in regards to genre
• The genre of dance tends to have its print work centred around
vibrant colouring which helps stabilise it to the dance scene with
bright lights etc.
• Moreover it also helps to reinforce the representations the
genre holds concerning the younger generation, illustrating
them as being free and adventurous.
• When looking at original print work from the genre such as the
Hedkandi album for “beach house” it was clear that they
conformed to stereotypes linked with the genre .

4. Existing bands conforming to
genre
• Artists such as ‘Disclosure’ are seen to have large associations
with urban locations, which is a stereotypical location for the
dance genre.
• Additionally the two brothers which form the duo of Disclosure
are also shown to represent youth in a mischievous way shown
through their existing promotional products.

5. Initial research into design
• Our initial research aided our ideas for the design of the album
cover for the digital pack.
• Through the creation of mood boards linked to album artwork,
it was clear that in order to conform to the genre our band must
generate a design that corresponds to a contemporary style of
design.

6. Magazine Advertising Platforms
• For our advertisements we decided that the magazine MixMag
and Maxumi were most appropriate if we were to both reach
the target market for age and for genre as they are both
focused around the dance genre.
• Also they both promote smaller artists and this would be ideal
for MK as this would be his first album, also Mixmag has
promoted MK before.

7. Our Magazine Advertisement
On the left is our portrait magazine advert, we
used the style of portrait so that the advert
could cover a page in a magazine such as
Mixmag. The clear reading path goes from the
logo MK which allows the audience to establish
who the production is by due to the bold logo.
Then you look down to the image of Bradley
from the video, and then the review from
Clublife magazine, then back up to the release
date “out now” and finally down to the
thumbnail for the album itself.

8. Digital Pack advertisement
Front pane Back pane
Two middle panes
There’s a clear colour scheme
throughout the digipak of a
purple/blue style which is
then echoed through to our
magazine advert as well.
Overall creating a cohesive
marketing campaign.

9. Visual Motifs
• Visual motifs used in our video include the vibrant colours in the
opening which have further been implemented in the magazine
advert using shots taken from our video.
• We used this in order to link the video with the print
advertisements, and giving youth a positive light in our
production by the colour in the image, represent youth as
vibrant.

10. Reading Path
• There were distinct features to the reading path in order to
entice the customer in to purchasing the product.
• At first there is the enticing image which is linked to our music
video, which in the case of the magazine ad was the paint shot,
and for the digipak was the meat shots of Brad.

11. • Secondly there was a large logo or title allowing for the
customer to relate to the product through the artist. In the case
of both the digital pack and the magazine ad was the large MK
logo which was in the top right hand corner of the digital pack
front cover and in the top left corner of the magazine ad.

12. Typography
• Regarding the positioning of the typography within our media
texts, they are either positioned in the left or right third of the
image so that we can follow the rule of thirds, which is also
respected on the middle panes of the digipak as brad is placed
2/3 on the right side of the image.
• Existing products produced by artists like Duke Dumont help
illustrate how text is centered to create a sense of hegemony in
its reference to the band, however we decided to challenge this
by putting it in the corner of the shot

13. Font
• For the print work we tried to find a font which was as close to
the MK logo as possible. We had a look around and found one
that satisfied a san-serif format as this was easier to read and
free flowing in its placement.
• We created clear hegemonic status amongst font sizing, with
the artists name having prevalence over all of the other text.
Next was the fact that the album was out and finally the rest
followed on.

14. Intertextuality
• The narrative of our music video was heavily influenced by a few of
Duke Dumont’s videos where an individual has the capability to
influence other peoples actions, Duke Dumont – The Giver and Duke
Dumont – Wish You Were Mine. This was a key narrative code for
our production, and like his videos it influenced us to have a highly
narrative based video, focused around a main protagonist.