This document discusses the ancillary tasks of a magazine advert and digipak that were created alongside a music video production. It aimed to maintain consistency across all three pieces by using similar themes, color schemes, and conventions. The digipak and magazine advert featured enticing photos and incorporated elements from the music video, such as effects and shots. Research was done on how established pop artists market themselves to minimize risk and appeal to target audiences. Close-up, seductive photos were used to draw readers in, representing the artist consistently across pieces.

1. EVALUATION
QUESTION
2
EMILY GAHAME

2. The ancillary texts that we produced were a
magazine advert and a digipak. Throughout the
planning process of the production music video task,
as a group we were always thinking of the ancillary
tasks. We wanted to create consistency throughout
all 3 parts, including the same theme and colour
schemes. We also wanted to make sure we fitted in
the general criteria and conventions that magazine
adverts and digipak‟s included. These would be
things such as an enticing picture on the digipak and
magazine advert, magazine ratings and links,
digipak track list and panel pictures.

3. I know that these conventions are in
relation to real music videos
because they are present in
Rihanna and Taylor Swift‟s album
covers. In Rhianna‟s album cover it
has been presented in a girly way
due to the red/pink hair and the
subtle make up. She is making
direct eye contact to the audience,
which would be appealing because
it makes her seem very open and
friendly. Her name and her album
cover are stated on the front of the
album, which are main conventions
that are generally stated in this way.

4. Another „real‟ artists album cover that presents generic
pop genre conventions would be Taylor Swift. This
album cover is very similar to Rihanna in ways of
conventions. Taylor is giving direct eye contact; she
would also be seen to be looking pretty. These are two
conventions that Rihanna also demonstrates. The
colour scheme that has been used is also quite casual
and not too extravagant; this tends to look appealing to
the eye. Both artists are very established and therefore
are in a position to take risks with there advertising and
marketing. However both these artists know that this
layout and the conventions they use are typical to the
pop genre and they know that I works. Jess and myself
knew that these pop artists have a constantly growing
fan group and a solid target audience that are very
loyal to them. Due to this being the case we thought if
we did the similar type of marketing then hopefully
would entice our specific target audience and would be
a success.

5. In terms of the digipak, we kept consistency through
adding in some of the pictures that were actually
used in the music video. This is included the
kaleidoscope effect, and some of our cutaway shots.
The purpose of our kaleidoscope was to obviously
keep with the theme, it gave the main product an
abstract feel, and therefore we wanted to
incorporate it into out ancillary tasks. Due to our
theme being based on the 17th century Marie
Antoinette era, we wanted to give a sophisticated
and artistic look. Seeing as though this is a unique
look we had to keep unity throughout all three

6. As Rick Altman said, “genre is a blueprint, a formula
that precedes, programmes and patterns industry
production”. By using a blueprint it is known to
minimize the risk by understanding what is currently
popular and what is selling. Therefore in our music
video we had to research and find out exactly what
did sell to hopefully decrease the risk of our tasks
not ending up as we expected. One way we decided
we could find out what people wanted was by
delving into specific target audiences and
understanding that not everybody wants the same

7. Maffesoli holds a theory that was very
relevant in this part of planning. Michel
Maffesoli said, “Urban tribes are micro groups
of people who share common interests in
urban areas. The members of these relatively
small groups tend to have similar worldviews,
dress styles and behavioural patterns. Their
social interactions are largely informal and
emotionally laden”. Jess and myself decided
to look even close into these tribes; their
music choices and what they would want from
a music video would generally also be the
same. The urban tribe that our music video,
digipak and magazine advert was aimed at
was RAH‟s, townies and Indies. These types
of tribes seem to cross over a little and are
not as strict in the types of music they can
listen to.

8. After using the kaleidoscope effect in our
digipaks and a cutaway shot that was also
present in our main production task we
decided to take shots from our production
task and change them. This enabled us to
keep consistency, however could add a
twist to them. For example, the picture
that is stated on the bottom left of the
digipak was taken during a filming session
especially for the digipak. We quartered
the photo and colour corrected it because
it was taken in the studio with the aid of
many lights. We then decided to add
different effects to each of the section with
the aid of Magic Bullet and Instagram, this
added to the skill and variability of the
shot. Even though this particular shot and
original photo was not present in the
music video, we thought it would suit
better to the digipak because it coincides
slightly with Laura Mulvey‟s theory of the
„Male Gaze‟.

9. In the pop genre the increased amount of close up shots,
which are slightly seductive are very common, especially
with artists such as Rihanna and Beyonce. Jess and myself
wanted to follow through with this idea because this is the
most common style for a digipak and also magazine advert.
Artists generally in the highly established pop genre go for
the close up and seductive pose, this entices the readers in
and also subconsciously will conjure the readers to
remember their faces. Consequently we went for a
sophisticated pose, which related to the main task, this
makes sure that the artist is represented in the same way as
the main production. The artist needs to be represented in a
similar way otherwise there will be no consistency, therefore
the audience may get confused with the ideologies of the
artist.

10. The magazine advert has a solid purpose for
advertising the artist to their target audiences,
therefore the layout and criteria needs to be fulfilled.
We made sure the photo was the main eye attraction
to entice the audience. The Artists name „Lorde‟ is
also a predominant feature on the magazine advert
and digipak. We made the font a lot bigger than the
rest of the text to make it stand out increasingly
more than the rest of the text. We kept the style of
font the same to keep consistency but did change
some sizes and colours to add to variation.