The document discusses how the author created a coherent marketing package for an indie band that consisted of a music video, print advert, and digipak. The author used a consistent "house style" across all three pieces by employing the same costumes, filters, fonts, and color schemes. Research of other indie bands informed choices about filters, fonts, lighting, costumes, and props to represent the indie genre. Feedback from the target audience helped ensure the style and themes used would appeal to fans of the genre.

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

2. The aim for the project was to produce a coherent marketing package
which consisted of a house style which would attract my audience to the
products. Marketing packaging consisted of a music video, print advert
and digipak. In each of these three products I used a coherent house style
to show the features of the indie genre and the band itself, and so they all
matched and looked the same.
Within each product we made sure the same costumes, filters, fonts and
colour schemes were used so the products worked as a package. When
research and planning in the early stage I discovered Noah and the Whale
used the same style filters within their music video and media products
which I then applied within my own work. I used it in my music video
and print work which kept a consist house style which matched the indie
genre.

3. House style & Theme
In my research I discovered that many indie bands used vintage filters on their images
and video. This was a concept that I adopted with my own work and wanted to use
throughout all three pieces as I felt it strongly represented the genre and the audience. I
asked a focus group of fans of the genre which filter they liked best from a variety of
choices, then decided to use the filter they picked on each of my pieces. By doing this I
kept in theme with the genre and had work that was liked by the target audience. I used
a vintage filter called Lumnia which created it’s own colour palette producing soft
mellow colours such as soft blues, purples, reds and creams. These colours connoted a
vintage and indie feel relating to our camping and freedom theme.

4. Font
For each individual product I used two styled fonts. Both I feel were simple, and
easy to read, yet also reflected the indie genre. One was called Typography
Times, and the other was Clean Head. I used them for the titles and the body of
the text within the pieces, both on my advert and my digipak. By using the same
font throughout it helped establish a brand identity, thus becoming recognisable
with the audience. The fonts were selected by our target audience, from a variety
of different available fonts I could use that I felt reflected the genre most. Clean
Head provided a simple handwritten element which was a popular aspect my
target audience wanted. Whilst gathering feedback I took into account their
feedback and opinions in order for my products to appeal to them.
Whilst researching I discovered Florence and
the Machine use one particular styled font for the
artists name. The font displays a simple handwritten
element which connotes an individual style and
doesn’t allow the house style to look
manufactured. It allows her target audience
to recognise her through her house style which
is a common element see within the indie genre.
I applied this method within my own work
by applying a bond simple handwritten font on each
of products creating a marketing package.

5. Indie genre band’s font styles display simplicity as they want their
target audience to be focus on their music rather on their image. I felt
the simplicity of their font’s mirror the simplicity of their music. I
used this within my own work as I wanted my target audience to
recognise our band for their simplicity. I took inspirations from
bands such as:

6. Lighting
The lighting throughout our music video shifts from natural lighting to artificial
lighting. Our narrative concept displays natural light and we enhanced this by
applying a filter creating warm tones and contrast. Naturalistic lighting is a common
element seen within the indie genre as it displays band’s exploring life outside and
encountering on various activities. Band’s such as The Vaccines use naturalistic
lighting and filters to emphasise their visuals of exploring the outdoors and spending
most of the time outside. We incorporated this into our own work by also filming
outdoors creating the same natural light other bands use displaying a laid back look
rather than a manufactured look.
Our performance element displayed entropic elements as we used artificial lighting
within the studio to highlight the performers. It‘s entropic as it’s not a common
feature seen within music videos as they keep their performance element outside
containing the natural light. It link’s with Goodwin’s theory of promoting the artist/
band and highlighting this to the audience. Because we filmed the performance
elements indoors it creates originality, as most performance elements of this genre
are typically seen outside under natural light.
In our performance I used the lighting to highlight the performer so they were all
that was visible in the frame. This drew all the attention on screen to the performer
and made the audience recognise what they looked like. I also included close up
shots of the performers for my print work, again helping make the audience more
recognisable and marketable. This matches with Goodwin's theory of the record
label demanding close up shots of the band so they are more marketable to the
audience. The reason we chose to use the studio lighting was because our audience
recommended it to us, as it would define the performance element and the
performers.

7. My ancillary products displayed the same natural lighting and filters used within the
narrative concept. We took a Photoshoot outside capturing the natural sunshine and
lighting emphasising the band embracing life outside. When taking the photographs I
decided on how to present the performers as it allows them to become more
recognisable for the audience. Correct use of lighting allows the images to become
easily viewable and allows the band to look professional and well known to the
audience.
To continue the theme of the outdoors we went to the forests to capture the natural
landscapes and the light seeping through the branches of the trees. Within my ancillary
products I merged the two photoshoots together to capture the essence of the
outdoors which is a common element seen within the outdoors. This is a feature
adopted by Noah and the Whale which I discovered within my research and tried to
implement in my own work.

8. Costume and Props
Our theme for our narrative concept was based on a road trip and a sense of freedom. We
collected props that suited the laid back indie genre and would display the genre to our target
audience. The props we collected mirrored the theme of the video and the feelings we wanted to
display. I gathered many different props, such as the guitar, a tent, sleeping bags, wellies, and
rucksack. Due to the theme of the road trip it allowed the actors/performers to wear clothing
which connoted the indie genre such as denim jackets, printed t-shirts and skinny jeans/chinos.
The laid back style of the costumes allows our target audience to identify the genre. By allowing
the actors/performers to wear indie styled clothes allows them to display their characteristics and
personality.
The iconic feature of the acoustic guitar is used throughout the video as it is a major feature of
the indie genre. It symbolises the genre to our target audience. Whilst conducting our research
and planning we discovered the guitar to be a iconic element which is commonly seen. We used
the same guitar for the performance element so it’s coherent to the rest of the video.
For our ancillary products our performers had different outfits on as we wanted to display
different fashions of the genre. Because of the filters and the house style we used to give the
band a identity we thought using the same costumes wasn’t necessary as they are already
identifiable by the audience.

9. Visual Themes
I have shown the visual themes of the indie genre by including many different features and aspects
commonly seen within the genre. I have used many different features and aspects of the indie
genre to create the visual theme. The main theme I wanted to convey throughout my products
was a vintage old school style. To convey this I have used the same styled indie filter within all
three products. This creates a sense of continuity throughout the marketing package which is a
redundant feature within the indie genre. The indie genre reflects the notion of being individual
and quirky this is interpreted into the products using colour, font and filters. Due to the music
video being based on the outdoors I wanted to have a naturalistic theme within my ancillary
products. I tried to use organic colours and images that were shot outside.
I received audience feedback which was positive to the filter I had selected within my products.
Audience feedback revealed my products showed professional and indie qualities. This shows
that the theme I was creating suited the audience and therefore helped me create something that
fitted with the theme. The audience feedback gave me opinions and feedback on what filters and
font styles to use in order for my products to appeal to them. This is what I was trying to achieve
with the features and aspects that fitted the indie genre.