The combination of the main product (music video) and ancillary tasks (website, album, etc.) effectively conveyed the artist's brand concept. Multiple elements tied back to the theme of a relationship breakup seen in the music video. Photos of the artist throughout built her public image and increased recognition. While some elements like font and color carried through, others like the back cover tracks had to change for clarity. Overall, the ancillary pieces complemented the music video and helped promote the artist to their target demographic.

1. Q2: How effective is
the combination of
your main product
and ancillary tasks?
BY SAM CARTER

2. Our Brand Concept
 Our brand concept was to comply with the majority of the
conventions of the pop genre. This meant that our video and
ancillary pieces would have to be bright, lively and appeal to a
younger audience as these are generally the audience that listen to
pop music. Our target audience that we specifically aimed at was
young adults in their late teens, so approximately from the ages 16-
19. We chose this audience as both the pop genre and this age
group means that we are aiming at a mass audience. As
mentioned this would mean our brand would have to be exciting
and conventional of the pop genre in order to interest our target
audience.
 The reason we identified that we wanted to comply with generic
pop conventions was that many music videos had been successful
doing this. This means that when it comes to distributing the music
video more music institutions would be interested in investing in it as
there will be less of a risk of them losing money if we comply with the
generic formulae for a pop video.

3. The Logo
 The logo I created for our group applied to our target audience as we
thought it had modern connotations to the space background. The
background of the letters is an image I found off of Google that shows
a cosmic, astronomical sky. We thought this would suit our target
audience as the idea of space has connotations of modern
technology and possibly the younger generation.
 However, although the modernistic connotations of the background to
the letters may appeal to our target audience it doesn’t specifically
apply to our brand concept. Generally the conventions of pop don’t
encompass similar ideas to space. This is especially clear when looking
at it through the theory of Chandler, that suggests each genre has
different codes and conventions, as generally the pop genre doesn’t
relate to space.
 Nevertheless the bright colours of the letters do contrast with the black
background which can suit our brand concept as it is a bright colour.
Also continuity from our logo throughout our ancillaries and our music
video can be seen as throughout our work we have tried to make it
colourful and lively in order to appeal to our target audience.

4. The Font
 The font that we used throughout our ancillaries remained the
same to show continuity. Although we didn’t include any text in
our music video we tried to link the font colour with the colour of
the actress’ eyes, meaning that the ancillary's link to the music
video. The colour we chose was a pale blue, this is shown in the
front cover of the album and a gif I created of the first shots of
the video on the left, showing the continuity of the colour.
 Another reason we chose this colour is because our target
audience were of both male and female genders. By choosing a
relatively neutral colour of pale blue we hoped to not deter the
male audience from being interested in the album.
 However, we decided that the main colour on the website was
going to be purple as after trying blue as a main colour and
receiving feedback on it it didn’t suit the rest of the images of the
female artist. To try and appeal to the male part of our audience
we inserted shades of blue around the writing as can be seen
from the screenshot of the website. However, due to purple
having connotations of the female gender and also the website
containing multiple pictures of the female we may not have
been as successful as we’d have hoped in appealing to both
genders on our website.
 The actual font that we used on our website and the front cover
of the album was ‘Reklame Script’. We chose this as we thought
it suited our target audience and also the genre of pop the most
as it is a lively and modern font that could attract our target
audience. Also this font can be linked to Chandler’s genre theory
that states that there are general codes and conventions for
particular genres. Stereotypically the pop genre is lively and
colourful, which we have complied with with the font we have
used. As we used the font in both the album cover and the
website we hoped that it would attract our target audience to
both of these products.

5. Front Cover
 The front cover continues our brand concept of being bright and also
continues what all the other products have done and includes a
picture of the artist’s face. As mentioned the colour of the font was
made to match the colour of the artist’s eyes as much as possible. The
reason we did this was to create a memorable icon that the artist has
and can be continued throughout our products.
 Also the close up on her face allows the make up to be shown. This can
be seen as showing a symbol of feminism as she is embracing that she
wears make up and it is clearly seen that she is wearing make up on her
eyes. This helps to show the colour of her eyes which makes it one of the
most significant parts of the album cover. This shows why we continued
with the colour of her eye as it is such a significant part of the cover.
Also the fact that she is wearing her make up can show that she is not
afraid of what people think of her and that she embraces her
femininity.
 The framing of the shot and the fact that only one half of her face can
be seen can be linked to the continuing theme throughout our
products of a relationship break up. It can be linked as it could show
that the half of the face that can be seen represents her life at present,
whereas the other half of her face hasn’t been included, or been left
behind; similar to the male character in the video.

6. Inner Booklet
 The inner booklet of our album shows continuity of the theme of a
relationship break up. This is a genre characteristic of pop as many other
songs and artists in the pop genre, such as Taylor Swift, sing about
relationship break ups. The inner booklet continues this theme as it includes
quotes from other songs off the album that the audience can infer are being
sung about relationship break ups. The pale blue colour is also an example of
the colour continuing from the aforementioned album title and the artist’s
eyes.
 The logos of Spotify, iTunes and Shazam in the bottom right corner of the
inner booklet provide intertextuality in the booklet. This may help the artist
increase in fame as the audience who is reading this intertextuality may then
search the artist on these sites, and then share it on social media. Although
our audience are a mass audience the rise in prominence of these online
sites have aided the rise in popularity of niche artists. This can be linked to
Anderson’s Long Tail theory that states our culture and economy is
increasingly shifting away from a focus on a relatively small number
mainstream products and toward a huge number of niche products. This is
due to the decreasing importance of physical shelf space due to being able
to purchase music off sites such as Spotify and iTunes. This wouldn’t help our
brand concept as we are aiming it a mass audience, and Long Tail theory
suggests that these internet sites aid the rise of niche artists.
 Pictures of the printed inner booklet are on the right, the outside cover shown
in the second picture down and the inner pages third page down. The
reason we used the same pictures as the front and back cover for the inner
booklet was so we could continue with showing the artist as much as
possible and also to provide continuity throughout the album.

7. Back Cover
 The picture of the album cover was intended to continue the theme throughout
our products of a relationship break up. The picture came from when we were
filming on set and we thought it linked to the continued theme. We though this as
the picture shows the artist walking away from the camera. This signifies her
walking away from the relationship and the male character in the video outside.
Also we included her walking her away while we were at the outside setting to
add another link to the song.
 After trialling the font that we had continued throughout the products on the
tracks on the back cover we decided to alter the font. This was because the
tracks weren’t clear to the audience after receiving feedback different people.
Also the colour of the font is different to what we had used as if we continued with
the same colour this would also have made the track names unclear. Due to us
having to change the colour and font to write the track names we were
disappointed as we couldn’t provide complete continuity throughout the
products. To change this we could have changed the picture on the back.
However, by the time we had realised this error it was too close to the deadline to
take another photo at a different setting.
 We inserted a barcode and the copyright text to give the album an authentic
look. Due to the increased websites and companies such as Spotify and iTunes
the need to buy a physical album has decreased, seeing the closure of many
HMV stores. However, some people still prefer to buy the album so they have a
physical copy of the music they have bought, providing nostalgia to when the
album was more prominent. For this reason it was still necessary to create a
physical album for the audience to buy instead of just making the album
available to purchase online.

8. The Website
 The website that we created as part of our ancillary task I think has complied with what we
were hoping to achieve. In relation to it applying to our target audience I think that on the
whole it has done this. I think this because we have included lots of bright colours and the
continuity of the font ‘Reklame Script’ throughout the products gives the website a bright
and lively feel, hopefully appealing to our target audience. This is shown by the picture on
the right which shows the font and the bright colours used. However, the picture on the
right is also an example, which I have mentioned, of us not appealing to both genders of
our target audience as purple may suit the female gender more than the male.
 We included the news articles and the ‘About the Artist’ page to allow the artist to find out
additional information, as shown by the picture on the right. This can be linked to the ‘Uses
and Gratification’ theory that states one reason audiences consume media is to identify
themselves in the artist. By including this information the audience may be able to relate
themselves to the artist and as the audience will mostly be our target audience they could
see the artist as a role model and therefore be interested in the additional news about her.
 To allow the audience to find out further information about the artist we created a page
that included a subscription page to a mailing list and also the links to her social media
pages, shown on the right. This again can be linked to the ‘Uses and Gratifications’ theory
as the audience can find out more information and relate to the artist. Also the mailing list
can be linked to the Push and Pull theory as the audience is pulling content towards them
by requesting information, then news from the artist will be pushed towards them via
emails.
 The ‘About the Artist’ page along with the whole website shows the continuity of showing
multiple shots of the artist’s face. We did this during the music video, and then also on the
album. The reason we did this is to build up her star image in the hope to increase her fame
and popularity as people would begin to recognise her face.

9. Links between the ancillaries and
the music video
 A link that can be made between the ancillaries and the music video is that
they are all focussed on the artist. In the music video this is done through
numerous shots of her lip synching in order to tell the story of her relationship
break up, shown by the example on the right. This adheres to Goodwin’s
music video analysis that states that music videos have the same key
features, one of them being that there are multiple shots of the artist’s face.
This is also done throughout the ancillaries of the website and the album, an
example of the website is on the right. The reason for this was to build up the
artist’s star image. This originates from Dyer’s Star Theory that states a star is
an image, not a real person that is constructed out of a range of materials.
This can be linked to our ancillaries as we have used the website and album
cover to construct this image and used the website to post news about the
artist in order to increase her popularity. This can also be linked to the ‘Uses
and Gratifications’ theory that suggests people consume media for different
purposes. It can be linked as one of the reasons that people may consume
media is for inspiration, in reference to our products people could use the
news items and the numerous pictures of the artist in inspiration for their own
lives.

10.  Another link that can be made between the ancillaries and the music video, as I have previously
mentioned, is the theme of relationship break ups. This theme is shown in the music video through
a variety of shots that express the artist’s emotions. One of these shots show the artist ripping up
the photo of the couple, emphasising that there is a break up, this is shown in the first gif to the
right. This shot is then followed by a sequence of dancing by the artist’s, showing that the artist is
expressing her freedom from the relationship by her fast paced dancing.
 Also throughout the video there are numerous shots of the artist thinking, showing that she is
unhappy with the relationship and then towards the end it shows her breaking from this
relationship, an example of this shot is in another gif to the right. This shot, as well as others in the
video, are examples of shots that can be linked to Mulvey’s male gaze theory as they appeal to
the heterosexual male. In this theory Mulvey states that women have two roles in media, as an
erotic object for the characters within the film to view, or as an erotic object for the audience to
view. In our video it is the second option that would apply to the artist in these voyeuristic shots.
 The theme of a relationship break up can also be seen on the website as there are many pictures
of the artist with her head in her hands or looking upset. As shown in the whole background of the
website.
 Linking to the ‘Uses and Gratifications’ theory the theme can be related to by our target
audience. The theory explains that one way reason the audience may consume media is to
identify and see parts of themselves in the artist. This may occur in our theme of a relationship
break up as stereotypically the during the age of our target audience there is love and heart
breaks for the first time.
Links between the ancillaries and
the music video