1. EVALUATION QUESTION 2
How effective is the combination of
your main product (video) and ancillary
texts (digipak and advertisement)?

2. Visual links between my music video
and ancillary products
-Before I produced my music video or ancillary work I
did some research on other artists of the same genre
(pop), I looked at how they made clear visual links
between their music videos, ancillary products and
merchandise. I concluded that it is crucial to use synergy
(linkage) within my own ancillary work and music video.
(whether it would be the layout, colours or images)
Including this will make it clear to the audience that these
things are connected and they will be able to identify
certain visual links when seeing the artist or their
products.

3. Synergy
•
To begin with I had various ideas as to how i
could effectively use synergy within my products.
My first idea was to have Molly's silhouette
looking away from the camera with her hair
blowing in the wind. As well as this, she would
also be outlined by bokeh lights. This may have
been realistic as we were filming along the
Southbank in the evening, which meant their was
wind and plenty of lights. However It proved to be
quite difficult. We originally pictured the wind to
be calm, resulting in Molly’s hair being slightly
moved and create a warm atmosphere. We
ended up with strong winds where the slight hair
movement was hard to capture. We managed to
capture some points throughout the video but
very few.
•
When producing my ancillary work, other people
within my group wanted to still use this wind
effect as well as our overall main piece of
synergy, therefore we used a fan in the studio to
act as wind.

4. Synergy- Bokeh lights
After some failed ideas, I concluded that these ideas were too complicated. This
resulted in me and my group choosing just the bokeh lights as our main piece of
synergy. We all agreed that this was quite unusual and could work really well if
planned correctly. As we were filming on the Southbank it was quite a suitable
location due to the various lights. We were also going to be filming during the
evening which meant the lights would contrast with the sky and be remembered
as one of the main things in our music video. Although we were taught in AS to
always keep the camera on auto focus, we felt confident to use the camera in
manual focus which worked our really well when filming the lights as we were
able to get our desired look of bokeh lights. The use of bokeh lights is featured a
number of times within our music video. At some points its purely just the lights
on their own, however there are also points where we merged a shot of bokeh
lights and a shot of Molly. We then changed the opacity which resulted in the
shots both being present within the frame and overlapping one another.

5. Synergy-Ancillary Products
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•
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Although our idea of bokeh lights worked well when
filming our music video, it was slightly more
challenging when it came to producing our ancillary
work. I took photos of Molly in the studio on a plain
background. I then used a photo of our bokeh
lights and applied this on Photoshop to become
part of the image. Although physically it didn’t work
out as planned (because my skills with Photoshop
are not to good), I believe it is clear what I was
trying to achieve.
Across my digipak there is full use of the bokeh
lights, this creates a clear visual link between my
digipak and advertisement. I decided not to merge
the two images on the front panel (as I had been
doing in the video) because I felt Molly is a new
artist so it is important that she can be seen clearly
to increase promotion.
For my advertisement I didn’t use the same idea of
bokeh lights for the background. This is because I
didn’t want to detach the viewer and make it
difficult for them to read. However I still featured an
image of the album cover to the right on the
advertisement, so the audience were still able o
identify Molly Clift.

6. Direct links between my products
Music Video
Ancillary
Use of synergy (Bokeh Lights) featured across
my ancillary and music video
Tried to keep all shots clear showing Molly's face
as she is a new artist trying to be established
therefore needs to be easily recognised.

7. Ed Sheeran
•An artist who I believe currently uses a good use of
synergy is Ed Sheeran.
•The first thing I notice about the album cover straight
away is the use of colours. Black, white and orange. Ed
Sheeran is notoriously known for his ginger hair so
already the colour orange is depicting a statement.
•The album cover in general is quite simple and fairly
easy to look at, his name is in black and is illustrated in
the top left hand corner. The black font contrasts with
the orange making it stand out and easy to read.
•The name of his album is a symbol + which is very
unique and easily recognisable. It also includes a
symbol of a paw print beside his name on the right hand
side. This paw print can also be seen on his guitar
which is featured in many of his videos.
•Finally, the advertisement also uses the same font as
the album and has the same image shown.
•All of these things are a clear example of effective
synergy as they create visual links between each
product allowing the audience to identify the artist
immediately.

8. Katy Perry
•Again Katy Perry is another good example of
using effective synergy.
•The first thing I notice about Katy Perry's album
is also the use of colour. The predominant colour
shown is pink along with reds and blues. (All
colours related to sweets).
•From her ancillary products to her music video,
the colour scheme is kept the same making it
extremely easy to connect all three products
together.
•The name of the album is featured on the
advertisement but also in the same font, along
with her name which is also kept in the same font
as the one on her cover.
•It is clear that across these different media
platforms the theme was kept the same
throughout, this will create visual links for her
viewers and make it easy for them to recognise
her and her products.

9. Target Audience
As a group we decided our core target audience was going to
be between the ages of 15-25. I believe that my target audience
would recognise my products and be able to link them because
of how strong our synergy of bokeh lights is.
Across my work I used appealing colours and imagery along
with well known locations included within my music video in
which our target audience would be able to relate to.

10. Conventions
1.
2.
3.
After doing some research and looking at other artists of the
same genre (Katy Perry and Ed Sheeran), I found common
conventions in which they had used and that I also had used in
my own work.
I tried to keep my front panel fairly simple and encourage focus on
the artists face and her name. I also included a font which was
easy to read yet effective in terms of fitting in with the genre. I
made it clear as to where people would be able to find my artist
through promoting her twitter, instagram and iTunes across my ancillary
work.
Once again as a group we agreed to have no narrative as our artist was
trying to establish her image and become known.

11. Conclusion
• Overall I feel the combination of my main product and
ancillary texts is effective for a number of reasons. Firstly
I believe I illustrated clearly the visual use of synergy
through bokeh lights which I featured largely across my
ancillary work and music video. I also hope that my work
looks realistic and professional and produces a clear
representation of our new artist ‘Molly Clift’. I tried to use
appealing colours and locations for our main target
audience, and make the images appealing to look at.