The combination of the main product (music video) and ancillary texts (digipak and magazine advert) is effective due to synergistic links that allow each product to promote the others, reaching a wider audience. The music video will be exhibited on 4Music TV channel, which attracts a young demographic. The digipak and magazine advert in Q Magazine and NME complement the music video by extending promotion. While traditional media allows mass reach, new media like social media offers more audience interaction and choice.

1. Q2. HOW EFFECTIVE IS
THE COMBINATION OF
YOUR MAIN PRODUCT
AND ANCILLARY TEXTS?

2. SYNERGY
• THE BLEND OF OUR MAIN PRODUCT AND ANCILLARY TEXTS IS CONSIDERED AS EFFECTIVE THIS
IS BECAUSE ALL TEXTS INTEGRATE THE COMPONENT OF SYNERGY. SYNERGY IS WHEN
COMPANIES WORK COLLABORATIVELY FOR THE MUTUAL BENEFIT, THUS EXPANDING TARGET
AUDIENCE DUE TO THE RANGE OF PRODUCTS AVAILABLE. THE TARGET AUDIENCE
PROLIFERATES BECAUSE OF THE SEVERAL PRODUCTS ACCESSIBLE WHICH SEPARATELY
REACHES OUT TO A DIFFERENT DEMOGRAPHIC, THEREFORE ALL THE AUDIENCES CONGREGATE
INTO ONE WHOLE INTENDED AUDIENCE CREATING A WIDESPREAD, OVERALL VIEWERSHIP.

3. ANCILLARIES
• THE DIGIPAK AND MAGAZINE ADVERT THAT WAS CREATED IS COMPLIMENTARY FOR THE MUSIC VIDEO
AS IT EXTENDED THE PROMOTION PROCESS THROUGH THE STRATEGY OF ADVERTISING. THE
DIGIPAK HAS A SENSE OF AN AESTHETIC APPEAL, IT’S A SIX PANEL PAPER BASED PACKAGING
ALTERNATIVE THAT INCLUDES THE CD DISC OF THE ARTIST’S MUSIC MATERIAL. SYNERGETIC LINKS
HELPS PROMOTE THE PROMOTION PACKAGE AS AN ALBUM RELEASE BECAUSE EACH PRODUCT E.G.
THE MUSIC VIDEO, DIGIPAK AND MAGAZINE ADVERT COOPERATE WITH EACH PRODUCT BY
PROMOTING EACH OTHER WHICH CREATES A GREATER IMPACT THAN THE RESULT OF ITS INDIVIDUAL
EFFORTS. THIS PROMOTION PACKAGE STRENGTHENS THE CONNECTION WITH THE BAND BY HAVING
THOSE THREE TEXTS HAVING DIFFERENT ROLES AND AUDIENCES WHICH EXAGGERATE THE BAND
AND HIGHLIGHT THEIR GENRE. THE BAND GETS FURTHER CREDIT DUE TO EACH TEXT HAVING A
DIFFERENT PLATFORM THAT IT’S EXHIBITED ON.

4. TRADITIONAL MEDIA
• THE MUSIC VIDEO WOULD BE EXHIBITED ON THE MUSIC CHANNEL ‘4MUSIC’. THIS IS A MUSIC AND
ENTERTAINMENT CHANNEL IN THE UK THAT PROGRAMME NOT ONLY MUSIC VIDEOS WITH THE
BEST HITS BUT ALSO AWARD CEREMONIES SUCH AS TEEN CHOICE AWARDS WHICH IS HEAVILY
ORIENTATED AROUND A YOUNG UNISEX DEMOGRAPHIC AND ENTERTAINMENT PROGRAMMES
LIKE KEEPING UP WITH THE KARDASHIANS, SUN, SEX AND SUSPICIOUS PARENTS. THESE
EPISODES EMBRACES A STRONG TEEN FOLLOWING WHICH WOULD HELP ATTRACT THOSE
VIEWERS TO OUR MUSIC VIDEO.

5. 4MUSIC
• WE CAME TO THE CONCLUSION THAT 4MUSIC WOULD BE MOST APPROPRIATE AND EFFECTIVE DUE TO THEM HAVING SO
MUCH CONTRIBUTION TO OTHER MUSIC RELATED EVENTS SUCH AS HAVING THE LINK WITH MUSIC FESTIVALS. MUSIC
FESTIVALS ARE COMMONLY ACCOMPANIED BY A YOUNG DEMOGRAPHIC AS THEY ARE STEREOTYPICALLY MOST LIKELY
TO ENJOY THESE EVENTS AND POTENTIALLY USE THE MUSIC FESTIVALS AS A PLACE OF MEETING OTHER PEOPLE,
ALMOST LIKE A ‘SOCIAL CLUB’ WHERE THEY CAN JUST RELAX, SOCIALISE AND LISTEN TO THEIR FAVOURITE ARTISTS. THE
DEMOGRAPHIC OF THESE CONSUMERS WOULD SHARE THE SAME PSYCHOGRAPHICS WHICH WOULD THEN BE
ESSENTIAL IN TERMS OF DISCOVERING A TARGET AUDIENCE AND THEREFORE REACHING OUT TO THEM USING A
SPECIFIC MUSIC CHANNEL. 4MUSIC CHANNEL ADVOCATES POPULAR CULTURE AND OFFERS THE BEST MUSICAL HITS,
THIS IS VITAL BECAUSE WE WANTED TO MAKE CERTAIN THAT TEENS WERE INTRODUCED TO THE WORLD OF INDIE AND
CAN DEVELOP A LIKING FOR THIS GENRE AND AS A RESULT, BECOMING MORE AWARE OF INDIE MUSIC VIDEO. DUE TO
INDIE BEING EXPERIMENTALAND IN TREND WITH REAL LIFE, IT IS CONSIDERED THAT TEENS CAN RELATE TO IT AND
BUILD AN ATTACHMENT TO INDIE ALTERNATIVE/POP.

6. MAGAZINE EXHIBITION
• THE MAGAZINE WE CHOSE TO EXHIBIT OUR MAGAZINE ADVERT IS ‘Q’AND ‘NME’. Q MAGAZINE S AN
EXTENSIVE REVIEW SECTION, FEATURING: NEW RELEASES (MUSIC), REISSUES (MUSIC), MUSIC
COMPILATIONS, FILM AND LIVE CONCERT REVIEWS, AS WELLAS RADIO AND TELEVISION REVIEWS. IT USES A
STAR-RATING SYSTEM FROM ONE TO FIVE STARS; INDEED, THE RATING AN ALBUM RECEIVES IN Q IS OFTEN
ADDED TO PRINT AND TELEVISION ADVERTISING FOR THE ALBUM IN THE UK AND IRELAND.
• Q IS AN ALTERNATIVE GENRE MAGAZINE, THIS IS CRUCIAL AS INDIE INCLUDES VARIOUS TRAITS AND SIGNIFIERS
OF SEVERAL GENRES, AS SAID PREVIOUSLY, IT’S EXPERIMENTAL. THE ALTERNATIVE ASPECT HELPS TO CATER
TOWARDS THE PSYCHOGRAPHICS OF AN AUDIENCE WHO ENJOY AND LOOK FOR THESE PROSPECTS. A NICHE
MARKET IS CONSIDERED DUE TO THE OLDER GENERATION ARE STILL PURSUING THE MUSIC ON DEVICES SUCH
AS CD’S. THE AIM OF THIS MAGAZINE HELPS TO ADDRESS THE MUSIC RATHER THAN ADDRESS THE
COSMOPOLITAN SIDE OF A MAGAZINE THAT IS CONSTANTLY REINFORCED BY THE MAJORITY OF COMPANIES.
• ‘NME’S TARGETAUDIENCE IS HEAVILY INFUSED WITH TEENAGERS, BOTH MALE AND FEMALE, THIS SUGGESTS
THAT IT’S A FAIRLY WIDE, ACCESSIBLE TARGETAUDIENCE. THE REASON FOR IT BEING SO MANAGEABLE IS
BECAUSE THIS YOUNG DEMOGRAPHIC ARE CONSIDERED AS NAIVE AND MALLEABLE IN ORDER TO PERSUADE
THEM TO WATCH, BUT AND PROMOTE OUR VERY OWN PRODUCTION PACKAGE. NME HAS A BASIC COLOUR
SCHEME TO CONSTRUCT THE REPRESENTATIONS OF THE MUSIC THEY ARE PUBLISHING, THEY OFTEN SHARE
PICTURES OF POPULAR INDIE, ROCK BANDS WHICH IS THE MAIN FOCUS. IF BRIGHT, VIBRANT COLOURS WERE TO
BE USED IN THIS MAGAZINE, IT WOULD BE EASILY MISTAKEN FOR A POP GENRE MAGAZINE AS IT’S
CONVENTIONAL FOR ITS VIBRANCY AND ECCENTRIC AND FUN IDEOLOGY.

7. TRADITIONAL MEDIA - ADVANTAGES
• THE ADVANTAGES OF TRADITIONAL MEDIA SUCH AS TELEVISION IS THAT IT’S SHARED IN SOCIETYAND
CONSIDERED AS COMMON TO OWN ONE, TV’S OFFER A SELECTION OF MUSIC CHANNELS THAT GRATIFY THE
NEEDS OF A PARTICULAR AUDIENCE.
• THESE MUSIC CHANNELS ARE AVAILABLE THROUGHOUT THE DAY WHICH PROVES ITS EASYACCESSIBILITY.
• NME IS A MAGAZINE, HOWEVER HAS THE SYNERGETIC LINK WITH A MUSIC CHANNEL. THE SYNERGETIC LINKS
HELPS TO PROMOTE THEIR PRODUCT EVEN FURTHER. THE COMPANY HAS WORKED WITH BOTH TRADITIONAL
MEDIA’S TO AMPLIFY THEIR ETHOS AND BRAND.
• TRADITIONAL MEDIATARGETS A MASS AUDIENCE, FOR EXAMPLE, THE UK TOP 40 COUNTDOWN WHICH INCLUDES
A VARIETY OF GENRES WHICH IS POPULAR WITHIN THE PUBLIC, ALSO SHOWS WHAT HAS BEEN RECENTLY
OVERPLAYED.

8. TRADITIONAL MEDIA - DISADVANTAGES
• TELEVISION IS BECOMING LESS PROLIFERATED IN SOCIETY DUE TO THE INTRODUCTION OF ADVANCED
TECHNOLOGY SUCH AS MOBILE PHONES THAT ENABLE MULTIPLE PROPERTIES WITHOUT DIFFICULTY.TO SOME
EXTENT, MOBILE PHONES ARE REPLACING TELEVISIONS DUE TO THEIR PROGRESSIVE FEATURES.
• DUE TO THIS, YOUTUBE AND VEVO ARE DOMINANT OVER TELEVISIONS, WHICH DECLARES THE LACK OF
NECESSITY OF TV’S, AND INTERNET USERS HAVE DISCOVERED THAT NEW MEDIA IS MUCH MORE EFFICIENT.
• A DISADVANTAGE OF TRADITIONAL MEDIA IS THAT THE VIEWERS HAVE TO BE IMMOBILE DUE TO TV’S NOT BEING
COMPACTAND CONVENIENT. HOWEVER DEVICES SUCH AS LAPTOPS, TABLETS AND MOBILES ARE USEFULLY
PORTABLE LE WHICH ALLOWS THE INTERNET USER TO MULTITASK AND USE THE DEVICE ON THE GO.

9. NEW MEDIA
• THE MAGAZINE ADVERT HAS THE ABILITY TO REACH IN MORE OF AN AUDIENCE AS THESE ARE MOST LIKELY TO BE
LOCATED IN MAGAZINES, TV SCREENS, SOCIAL MEDIA ETC. TECHNOLOGY IS BECOMING MORE AND MORE ADVANCED
WHICH CORRESPONDS WITH THE AUDIENCE’S LIKELIHOOD OF COMING ACROSS OUR MEDIA PRODUCT. OUR MAGAZINE
ADVERT WOULD BE FOUND ON SOCIAL MEDIA LINKS WHICH IS VERY COMMON FOR OUR DEMOGRAPHIC TO USE.
• INSTAGRAM, FACEBOOK AND TWITTER ARE EFFECTIVE SOCIAL MEDIA SITES TO DISPLAY OUR MAGAZINE ADVERT. THE
SITES PERMIT AUDIENCE INTERACTION THROUGH THE USING OF LIKING, COMMENTING AND SHARING, THIS WOULD AID
IN OBTAINING SIGNIFICANT AUDIENCE FEEDBACK AS WELLAS SURPLUS PROMOTION OF THE BAND. BY CREATING THIS
DIGIPAK AND MAGAZINE ADVERT WE UNDERSTOOD THAT OUR AUDIENCE WOULD GAIN A PREMIUM OUTLOOK ON OUR
MEDIA PRODUCT, THE AUDIENCE WOULD ESTABLISH A SENSE OF PROFESSIONALISM WHILST PROLONGING THIS
INTEREST IN THE BAND.

10. NEW MEDIA - ADVANTAGES
• NEW MEDIA IS APPLICABLE FOR A NICHE AUDIENCE WHICH IS INTERNET USERS. (THE MAJORITY OF
MEMBERS OF SOCIETY – OF ALL AGES).
• YOUTUBE, VEVO AND OTHER MUSIC SHARING WEBSITES ARE EFFORTLESSLY ACCESSED ON A
RANGE OF DEVICES, THIS IS AN EXAMPLE OF TECHNICAL CONVERGENCE. TECHNICAL
CONVERGENCE HELPS TO EVOLVE PRODUCTS TO PERFORM THE SAME TASKS. FOR EXAMPLE
PLAYSTATION USERS HAVE THE ABILITY TO DOWNLOAD YOUTUBE AND OTHER WEBSITES.
• THE ADVANTAGES OF NEW MEDIA IS THAT THE IDEA OF CHOICE AND FREEDOM IS EVOKED AS THE
INTERNET USERS CAN CHOOSE WHAT THEY WANT TO HEAR AND SEARCH FOR THEIR OWN
PREFERENCES, INSTEAD OF THE TV CHANNELASSUMING THE REPUTATION OF SONGS

11. NEW MEDIA - DISADVANTAGES
• THE DISADVANTAGES OF NEW MEDIA IS THAT INTERNET ADMISSION IS REQUIRED TO BE ABLE TO
ACCESS THESE WEBSITES, E.G. YOUTUBE, SOCIAL MEDIA, AND SOUND CLOUD ETC.
• ITUNES OBTAIN PAYMENT FROM THE LISTENERS IN ORDER TO DOWNLOAD A SONG OF THEIR CHOICE,
HOWEVER DOWNLOADING IS DONE WITH THE CLICK OF A BUTTON AND IS MUCH QUICKER THAN
GOING OUT TO RETAIL STORES SUCH AS HMV.
• SPOTIFY ALSO DOES THE SAME, HOWEVER WHEN PURCHASING THE PREMIUM EDITION THEN THE
APP ALLOWS STREAMING AND EXCLUDES LIMITS, ADVERTS AND NON-STOP MUSIC FROM OWN
PLAYLISTS. UNFORTUNATELY IF THE SPOTIFY USER HASN’T PURCHASED THIS EDITION THEN ALL THE
ABOVE ARE EVIDENT WHICH CAN RUIN THEIR EXPERIENCE OF THE MUSIC MATERIAL BEING
CONNECTED WITH.