Evaluation <ul><li>Victoria Webb </li></ul>Media - Music Video
Question 2: How effective is the combination of your main products and ancillary texts? <ul><li>What is a brand? </li></ul><ul><li>A brand can be defined as a word, symbol, term, design or slogan, it is used to identify a seller’s good or service, so they stand out from other sellers. One of the main reasons of how certain products are successful is their clever technique applied to their brand image which helps create a strong enduring relationship with consumers across the cultures around the world. </li></ul><ul><li>Examples of well known brands are: </li></ul>
real media examples of a brand image A brand image is crucial and is common in the music industry in order to have success for an artist and their products. A brand image is created to form a relationship between the artist and the target audience and also to attract unfamiliar audiences. One of the artists we researched was Adele. The soul singer’s brand image connotes to the audience that she is a strong, independent woman, who isn’t like our modern day female artist, but who seems very ‘normal’ and quite serious. This is shown through her mise-en-scene and her very emotional songs from her two hit albums. Adele’s sophisticated personality links in well with her album artwork and titles. Adele’s most recent album ’21’, connotes to target audiences that the contents of the album is following a serious and possibly sad theme. You can tell this, by the brightness and contrast of the front cover as well as the artist’s facial expressions. The black and white effect adds to the seriousness of the artist as well as her sophisticated personality. This is also shown through the fonts used, which is simple yet effective.
real media examples of a brand image The black and white effect has been carried through to her music videos. ‘Someone like you’ is a soulful and touching song, relating to love. The song is somewhat sad, as the lyrics convey that the artist has had relationships which has ended. This creates a solemn and sedate mood, which is also connoted through facial expressions and body language also used though the close-up shot of her on the album cover. Many artist’s use this tactic of linking their media products with their promotional products to avoid confusion for their target audience.
What is your brand image? After researching brand images for female pop artists, we discovered that a large proportion of them have a cool, fun, sexy and young brand image. So, we felt that in order for our artist to be successful, we should build up her brand image to be young, fun, sexy and active so that it appeals to a wider audience. Examples of the artists we got inspiration from are: Katy Perry, Christina Aguilera and Pixie Lott. All of whom are popular and successful pop artists.
Our brand image For our video, we decided to tackle an alternate approach to how our artist is presented. The theme of the male and female look came about after watching Mariah Carey and Ciara’s videos, where they dressed as boy’s. This inspired us to do the same, as it is unusual and can create publicity for the artist as it is a recognisabe aspect of the video for the target audience. We carried the boy/girl theme though-out our video through to our ancillary products. This is important as part of branding, as it shows the link between the artist and the artist’s products.
Our brand image Through-out our album artwork we kept a consistent theme of blue and pink colours to relate back to the boy and girl theme in the music video. Another key aspect which is common in promotional products, is the font. This links the album to the adverts so that our target audience can relate to them and avoid confusion with other consumers. signature name - recognisable, and connotes a fun, young and modern image.
Our brand image As part of our research and planning, we referred back to Pixie Lott several times. Our brand image is very similar to Pixie’s and in her new album it seems to challenge her image. Her ‘new look’ is very sophisticated and ‘grown up’, unlike in her other music videos and album covers where she looked younger and more fun. Her image conveyed through her album cover and advert is a more serious look. However, I think the album name contradicts this as the title conveys a fun and positive theme. It is important that the promotional products have a connection with the other media products in order to form a link between them. We had chosen to follow this convention in our media products.
Our brand image Mise-en-scene Throughout the music video and promotional photos, we have used the same dress code. Pink frilly jumpsuits, black short dresses, and black blazers were worn. A variety of outfits were worn, as this is a common thing within all music videos to make them more interesting. For the male theme, we had our dancers and protagonist dressed in darker clothing, leggings, a shirt, pumps and a blazer. For the female theme, we had them dressed up wearing dresses. The mise-en-scene used creates a fun and outgoing atmosphere, which is interesting adds an alternate view to the music video.
Green Screen The whole music video has been shot using the green screen. The backgrounds used have been created by us, continuing to use the pink and blue colours. We have carried the backgrounds through to the ancillary tasks, this is so they are all linked, as well as following the typical conventions of music products. By having our video shot in the studio, it meant that we could experiment more on backgrounds, to add detail to the video. This is also a typical convention in pop music videos, as it allows producers to create something with more variety of colours and effects.