TASK 2 MEDIA PRESENTATION

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

2. Star image
A star’s image allows her/him to be recognised through
several different forms, it is used in many different media
texts, such as websites and CD digipacks. It can be a very
successful way for an artist to advertise.
A prime example of an artists star image
would be 50 cent, this is because everybody
notices him from his baggy clothing and
baseball caps, which he has been renowned
for.
I tried and successfully created a
star image for our artist, we did
this as her name was ‘Luella
Rouge’, and as rouge French for
the colour ‘red’ we decided to
dress her in red for the music
video.
Below is a screenshot of our
music video, where our
artist Is dressed in red
portraying her star image.

3. Miley Cyrus- star image ‘twerking’
• Miley Cyrus has become a phenomenon for her rebellious
attitude and her ‘twerking’, which is a key example of a star
image.

4. • The music industry often uses visual techniques in order to promote and
market the music.
• Keith Negus argue that ‘the pop music video is used as a promotional tool’,
promoting the artist and the song.
• Branding is used to create and strengthen an artists value through the
consumers positive views and affiliations of the artist.
• The artists star image is also used to brand products. Branding means that
an artist can create numerous products in order to attract its audience,
and a range of products through a range of styles and different styles, the
theorist ‘Anderson’ calls this Long tailing.
• A good example of this, is when you go to a concert you can buy artist
merchandise , which promotes and helps market the artist as well as
brand the products.

5. To the left is a stall specialising
in the artists ‘Ed Sheeran’s’
merchandise, promoting the
artist with unique and
individual designs which his
target audience would buy.
CD digipack
A CD digi-pack is a crucial bit of artwork
which conventionally helps promote the
artist and markets their image. My CD digi-
pack clearly promotes the artist as she is
the main focus of the cover.
Dyer examines how the visual star image
communicates messages to their audience. Most of
the time, artists match the genre and style of their
music to their star image, for example, above is ‘Ben
Howards’ album cover for ‘Every Kingdom’, he is an
alternative folk singer, which is communicated
through the image, as it is very mysterious and deep.

6. As we are very much living within an online age, an artists website is a very key
marketing strategy used to market the artist or promote them, as when you enter
an artists website you are instantly hit with promotions on new shows or new
singles and all the music made by the artist. Below is a great example of an artists
website used to market the artist, Ben Howards website clearly promotes the
artist, as it instantly allows one to access new singles and live recordings and
shows from the artist, and allows the audience to keep up to date as it has a ‘Blog’
Feature.

7. My website is clearly well
laid out and easy to direct
yourself around it, it helps
the audience find the latest
shows and promotes the
artist.
Our website links in with
Boyd's term ‘co-option’, this
is because the website
supports the artist but also
offers guidance for fans.
Websites often provide an
autobiography for the band or
individual artist which allows the fans
to keep up to date and allows them to
feel included in the progression and the
current activities of the artist. This can
also be done through the videos on the
website, these also keep the fans alert.
Bands and artists also put alerts on
their website, e.g.- tour dates (like the
1975, left), this is the same with my
website.

8. PROMOTION
• Usually websites are used to promote the
artist and inform the audience.
• They usually promote new singles or inform
the audience about new singles or album
releases, or a tour or live performance coming
up.

9. Making a CD Digipak
• Whilst artists or bands are busy recording and making albums and music videos, there are always people
behind the scenes who are working on the whole campaign, in which they plan for the launch, promotion
and the circulation for the new tracks. The designing and making of the CD cover art is an integral part of
this process.
• There are many CD covers which feature heavily airbrushed and extremely unrealistic vain pictures of the
artist or bands, however, there are plenty of covers which are far more creative, the most successful
covers are those which appeal to the target audience, but also portray the genre of music which the CD is,
for example, James Blake does this very well as the album cover appeals to his Indie/Alternative audience,
but also illustrates how the music is going to be dark and mysterious through the blurry face.

10. • CD digipacks are constructed according to certain
conventions in order to communicate certain
messages about the artist or band, images may
consist of texts, album artwork and photographs of
the artist.
• Digipaks are constructed to appeal to aa target
audience, in order to draw them towards the
product.

11. • The artist website and the digipak can support the star image
of the artist, and establishes the style and genre of the music.
• The audience are able to keep up with the artist and read
about them, they can view information and read articles
about them, keeping them happy as they are interacting with
the artist.
• My digipak was aimed at both a male and female audience
from the ages of 18-35, this is backed up with th euse of
colour in the website and digipak.
• The campaign overall, helps to expand the audience, and keep
them feeling involved, the audience are able to comment and
approach the artist, making them feel included.

12. Philip Kotler
• ‘Human activity directed at satisfying needs
and wants through exchange process’
• Whilst targeting my audience and during the marketing
campaign of my product I had to consider the 4 P’s.
• Price- I considered the price I would set for the products in
order to guarantee profit but also make it affordable.
• Place- How would I distribute my product so that it ended up
in my desired target market.
• Product- How would I brand the star image.
• Promotion- Where would I advertise the product so that a
large audience could view it.

13. • Our artist is very French looking, thus portraying a
very flirtatious look about herself, this was supported
by her promiscuous red dress big eyelashes and deep
voice.
• The digipak supported this as she was sat in an
elegant pose and she was the main focus of
attention.
• This was also supported by the website as it was
focused mainly on her and there were many elegant
photos of her on it.

14. Real media examples
• Examples of real media text which use the
same marketing campaign would be those of
Ellie Goulding and Jesse J.
• They exhibit their products on mainstream
platforms such as MTV and VIVO, selling there
chart hits.

15. Campaign
• I think that our campaign was very succesful
and the digipak and the website enabled this.
• The campaign allowed us to take a
dance/urban track and turn it into something
alternative.