The student created a band and marketing campaign consisting of a CD digi pack, website, and music video. [1] The music video portrayed the band as young, stylish, patriotic, organic, and natural to match their lighthearted, chilled style of music. [2] The target audience was defined as 17-25 year olds, both male and female, who are white American or European rebels and trendies. [3] Advertising would occur on YouTube and in London to target the audience, and the products could be purchased or streamed online.

1. Evaluation Task 2:
How effective is the
combination of your main
product and ancillary texts?
Mariella Bailey

2. What did we do?
Our project was to create a band/artist and create a
campaign/image around them. The band/artist needed
to have a realistic, strong image that people would get
drawn into. We did this by creating a campaign:
-CD DIGI PACK
-WEBSITE
-MUSIC VIDEO

3. What star image have you
tried to create across the three
products?
MUSIC VIDEO:
-The way an artist decides to portray themselves is very important, because it
is the way that the audience will remember them and their music video.
-An artist image needs to suit their style of music, from what they wear to how
they play their instruments and what they play.
-Their image is light hearted and chilled, which is important to keep with the
music video.
-Link to my music video:
https://www.youtube.com/watch?v=PJYiwMfm7J0&list=PL_P5ZEHuHS2a
zgyOhlhwVDYfbWkY-N47O&index=7

4. The bands star image
• Young and stylish
• Typically English and
patriotic
• Organic
• Natural look (no obvious
makeup or hair)

5. Similar Bands
https://www.youtube.com/watch?v=pquhYpGHrlw#aid=P--
7ZvOsqt8
^THE KOOKS
https://www.youtube.com/watch?v=JwlgC-jSPTk
^BOMBAY BICYCLE CLUB
https://www.youtube.com/watch?v=QkubQCI4Fxo
^THE 1975
https://www.youtube.com/watch?v=qN7gSMPQFss
^THE ARCTIC MONKEYS

6. TARGET AUDIENCE• The target audience is important because you need to know what market
you are going to sell your music too
• Therefore you need to create your work in a certain way to attract your
aimed audience
• Our target audience (17-25)
• Male and female
• White American or European
• Rebels as well as trendies

7. Where would you advertise it?
On YouTube there
are pop up adds,
and adverts before
you watch videos.
We would advertise
our band by having
a small clip of their
music video, to give
people a teaser and
taster, next to
similar music
videos and music
genres to ours.
London is the
perfect place to
advertise the band
because our target
audience is young
English pop fans
and this is where
you would find a
majority of the
fans, especially as
the band is from
London.

8. Where would you buy the CD
digi pack and watch the music
video?

9. COMPARISON
This song is called ‘GIRLS’ by The 1975. The narrative of the music video
is not similar to ours, but the set of the performance element is very
similar. Here are some screen shots of their music video compared to
mine:
https://www.youtube.com/watch?v=QkubQCI4Fxo

10. Evaluation
I have been effective in communicating the star image
as part of the a campaign, considering the distribution
of the product and the brand image. Ultimately the
brand image that I was hoping to promote was care
free, relaxed and organic. This is important for any
campaign or concept for example Lady Gaga creates a
very strong campaign and marketing around her
product with her extra long music video and
outrageous fashion sense. Emily Teadrake from Polydor
records argues that the pitch for any concept had to be
consistent and marketable E.g the making of the Ellie
Goulding music video to the song ‘Burn’ was key to her
success as it had to capture her audience but also fit
with her song.

11. Second, I feel that I have given the campaign a unique selling point
through the star image. The star image I have promoted is a down to earth,
organic band. A unique selling point used in a coherent campaign will
provide different opportunities to market the star image. An audience who
is able to spread word of mouth about publicity campaign can ensure
success through the engagement with the text as a form of online media,
helping spread, circulate and distribute meaning amongst fans.
Finally, I have technically delivered a coherent looking campaign through
the use of my digi pack, Naïve music video and website and by using
online social media and images. The music video promotes a releases from
the album release whilst the website acts as an effective online tool which
helps distribute and promote meaning for a fan base. The circulation and
spread of meaning by the intended audience helps with co-option amongst
the fans and aids me with the marketing and promotion of the album.