How effective is the combination of your main product with ancillary texts?

Intro
 During my research into magazine ads I had found the following products, music videos, Digipak and Magazine ad all
bare a sense of synergy between them thus in turn promoting each other. I found this when analysing the magazine ad
to Mumford and Son's Sigh No More, In which I had found that all products under the Sigh No More umbrella featured
a similar art style which was probably inherited and originated from the music video's attached to Sigh No More as well
as the artists commercial image. In the example of Sigh No More, a vintage theme was chosen among all three products
to convey the group's Folk genre style visually. Said Vintage look can be seen in the music video to "little lion man"
which featured a greenish brown filter to convey a vintage film look to the video and the print productions supporting
it with the magazine ad designed in a graphical style reminiscent to 19th century graphic design. The album art for the
cover also continues this classical them featuring the Band furniture store which sells 19th century French furniture
thus alluding to this vintage folk image.
Screenshot of little lion
man’s vintage filter

 As a result of this research I during the production of my ancillary texts I had to take in
account how I could possibly carry on thematic elements of my music video to make sure
all 3 products have strong synergistic qualities. This should in turn result in my magazine
ad promoting my Digipak and my music video promoting my Digipak, which in turn
would promote my chosen artist.
 During the planning of my Digipak and print ads, I touched on and broken down
elements that were prominent during my music video. These were as follows:
 An eccentric theme/Random
 Computerised themes/ tech themes around a virus
 Frank Sinatra as a visual motif
 Colourful and glitchy aesthetic
 Robots and so called "infected"

 With this in mind, I now had to illustrate visually these themes within my products to
achieve a strong sense of continuity within my products. Moreover, I needed to think
about also conforming to Electronic music genre print genre conventions to not only
communicate my artists particular brand and style but communicate to audiences that
my artists chosen genre is in fact belonging to a similar genre.

An eccentric/ theme based around
the "random

An eccentric/ theme based around the "random - Music Video
 According to theorist Andrew Goodwin there are 3 types of music video i.e. Narrative based which follows a narrative,
conceptual based offering abstract visuals and finally performance based music video. In my video, I attempted to feature a
blend of all 3 styles offering a small narrative surrounding a computer hacker, abstract visuals as well as adding in a quasi
performance of the robot character in substitute of my actual artist to conform to that a music video is a promotional device.
 During the planning stage of my music video, I decided early on to explore a theme based around the strange and weird due to
the audio samples featured in the track and there strange comic value i.e. questioning how much orange is there in a dead body,
this resulted in concept based style of my music video. In my video, this sense of the random and weird was represented visually
through heavy use of various props which intentionally had no real relation to each other such as bread and an image of Frank
Sinatra or toy soldiers and orange juice. In addition this theme of the "random" was illustrated by the strange costumes worn by
the infected characters i.e. the heavy use of confetti, tin foil and cheap masks.

An eccentric/ theme based around the "random - Digipak and
Print ad
 From studying Digipaks and there links to music video I have found that said product these products tend to carry over
a thematic link to them. For example electronic artist Kavinksy's album outrun follows an 80's cop thriller theme in
music video Protovision which features a conventional 80's cop film car chase Involving 1980's cars and the album art
to outrun itself which is stylised like a film poster featuring a film billing block as tracklist. I also found this thematic
link between music video and Digipak in Calvin Harris' I created disco album which just like the music video
acceptable in the 80's a song featured on the album both products featured a vibrant colourful style. This element is
used to create strong synergistic qualities between each product allowing one to be easily identified with the other ass
well as all products promoting each other .

Print ad
 For my ancillary tasks, I chose to embrace this sense of the random both depicted in track and music
video in order to solidify synergy between products but also present my artist as fun and whimsical
due to my reaction to the artists somewhat strange choice of Alan partridge audio samples within his
track. In both print productions to some extent, this sense of the random and weird was represented
in a similar style of my music video by pairing visual elements that have no relation to each other
commonly. On my Digipak cover this was illustrated by composing a scene consisting of objects such
as toy soldiers, orange juice, a computer and confetti
Props set up for music
video photo shoot
Music video

Print ad
 With the interiors this was illustrated, either using stills of the strangest visuals of my music video or images from a photo shoot taken on
the day of filming sessions which communicated this idea of the random in a similar way. Since my magazine ad mainly relies on the Digipak
front cover artwork visually, this ideally would result in my ancillary tasks featuring a similar look summarising one of the prominent
elements of my music video. This should make it recognisable among audiences as part of the "Burnin fever umbrella" even if I were to
remove the type surrounding my graphics indicating as to what it was. I would like to think that music video and ancillary texts work well
together to in promoting my artist as previously mentioned as fun and whimsical and thus in turn emphasis the light hearted and upbeat
nature of Burnin fever as a track. Moreover, the combination of my three media products should also communicate the sort of relaxed and
laid back personality/impression I had found when contacting Tropiika the artist himself. He described Burnin Fever's overall mixing and
mastering as "shoddy" however to take the piss out of the perfect mix. I hope that music video and ancillary will communicate this idea and
lightheaded personality through its lack of serious subject matter and embrace of the random and strange.
Internal panel music video Digipak
Print ad

Computerised themes/ tech
themes around a virus

Computerised themes/ tech themes around a virus - Music video
 From research into genre conventions of electronic based music I had found that some sort of
allusion to technology whether it be found within print production or music video to allude to the
means in how electronic music is produced as well as connoting a futuristic of science fiction effect to
the music. This can be seen in the promotional material to many of Daft Punk's works including their
music video technologic and similarly in Kraftwerk and com truises promotional material as well.

 http://christopherankamedia.blogspot.co.uk/2013/06/g324-audience-profile-research-task.html -
link to examples of technology seen in promotional materials

 According to theorist Andrew Goodwin, it is conventional for a music video to reflect genre specific
conventions/ characteristics for instance it can be conventional for a music video for instance a metal
rock music video to feature a stage performance of some sorts. I found that in electronic genres of
music a reference to technology and science fiction possibly to allude to the means in which this type
of music is produced as well as to amplify visually the sound the type of music produces.


Computerised themes/ tech themes around a virus - Music video
 In my music video the technology theme was centred on a computer virus, which was interpreted by as a result of the
scratchy nature of the track itself and the random and repetitious nature of the lyric "like a Burnin fever and let the
love with feel" which reminded me of some sort of computer command. This was represented visually by the heavy use
of shots concerning computers and a circuit board, sample footage of old computer and technology adverts and most
importantly the glitch filter effect. This Glitch effect was chosen to both to represent this computer theme but also
based on Goodwin's key aspects of music video was used to amplify the audio of the track visually during key parts of
the song.

Computerised themes/ tech themes around a virus – Digipak and print
ad
 From my research into electronic based music not only did I find that it was conventional to allude to technology and
themes of sci-fi within promotional materials but I had also found that it is also conventional to feature some sort of
reference to the 1980's or a retro theme. This 80's/retro theme within this genre I found is chosen for the purpose of
alluding to the stylistic origins of electronic based genres as well as its height of popularity during the 80's. I found
examples of this 80's allusion in the works of Eric Prydz, Kavinsky, Com Truise, Tesla Boy, Calvin Harris and Daft Punk.

Computerised themes/ tech themes around a virus – Digipak and print
ad
 On my Digipak this tech theme was conveyed firstly on my front cover by similar to my
music video featuring imagery of computers and the glitch effect as well as stylising my
typography in an old TV static effect design. In addition, when discussing the type of font
chosen for the subtitle of the Digipak front cover I chose the font titled TIFAX thus
exploring genre convention of a retro intertextual reference


Computerised themes/ tech themes around a virus – Digipak and
print ad
 In terms the typography of my Digipak and its tech and retro visual reference, the significance of
TIFAX is that the original font comes from the Texas Instruments TIFAX teletext decoder; one of the
first teletext TV sets. This not only allowed me to communicate the tech theme by using quite angular
type to allude to computer software typography but also allowed me to use a visual convention of
electronic music i.e retro/80's themes by opting for a more "retro" take using type which references
old technology. I used this similarly in the title card and kinetic type sequences of my music video;
using mainly pixel based type to allude to both said technology themes in electronic music as well as
retro themes.


print ad
 Within the whole design of my Digipak I stylised it with a computer based theme to conform to this genre convention as well as
reflect the virus themes of my music video. The internal panels and back cover however were stylised like the commodore 64 graphics
of the 80's and the overall theme of my print ad was stylised as a computer advert from the 1980's even altering the iTunes logo into
the 1980's apple logo to reflect this theme clearly. Not only does this conform to a technological theme conventional to electronic
music but also this is an example of me using electronic musics genre convention of an intertextual references of the 1980’s as well by
referencing 80’s products and graphic design.
My product – left
Visual reference/inspiration right

print ad
My product – left
Visual reference/inspiration right

print ad
 All of these elements surrounding computers and old computer software and 80's culture in all three of my media
products were chosen to effectively communicate to audiences that my artist produces work within the electronic
music genre. This is so that if audiences particularly electronic music fans were to glance over my artists work either
magazine ad, Digipak, or music video by using genre conventions they should find it easy to identify said product as
electronic based and be engaged easier. In addition, although more subtle on my magazine ad, all 3 products each
feature the glitch aesthetic as mentioned previously to communicate a computer theme conventional to electronic
based music but here it has also been utilised specifically in my ancillary tasks to communicate a prominent theme and
visual style of my music video.

print ad
 This idea of an ancillary products' theme communicating the tone of a music video I also found to be apparent in the
design of Kavinksy's outrun album, which used an 80's cop thriller film look for its theme which reflected the music
video Protovision ( the music video under the outrun umbrella) 80's cop thriller car chase theme. In terms of both
Kavinsky and I I would like to say that we have used this synergistic quality between our products to convey a particular
unique style/theme to our products. E.g. Kavinsky outrun is based on 80's cop thriller whereas Burnin Fever and its
ancillary's are based on glitch art and "retroness" in order to offer a USP to audiences i.e. being recognisable as an
electronic label but also offering something new to audiences

The Robot – Music video
 During my research, I found that it was conventional for an artist to feature some sort of alter ego or convey some sort
of anonymity to themselves within the electronic based music. This can be seen by the likes of similar artists such as
Dark Punk, Kraftwerk and their Robot personas, DeadMau5, and Cazzette.
 I did it because the thing in techno you weren’t supposed to do was to be recognized and stuff. The sort of unwritten rule
was that you can’t put your face on the sleeve. It has to be like a circuit board or something. Therefore I put my face on
the sleeve. That’s why I originally did it. But then I got carried away. – Aphex Twin explaining anonmity within
electronic music genres


 One major theme within my music video was the character of the 'so-called' Robot who initially served the role of the
personification of the virus within my media product. However, since my products purpose was to serve as a
promotional product for my chosen artist the Robot character soon became a substitute persona for my artist. Not only
this but it also allowed me to use one of Goodwin's music video conventions i.e. featuring an artists visual motif within
a music video.

 According to the theories of Andrew Goodwin, record labels may opt that there music videos reflect an artist's visual
motif. In this case with electronic artists it seems there persona's serve as visual motif to differentiate themselves from
each other as well as in the case of the use of anonymity add a sense of intrigue to engage audiences with. One
example is the Daft Punk robot persona which can be seen in both music video, live performances and promotional
items. This persona even affects the style of the artists promotional items , which all feature a sci-fi motif via the use of
neon lights and geometric shapes. This in turn creates synergy between the groups appearance and the overall style of
their products making them recognisable between each other as well as hinting the groups genre and style. This can
be seen in similar way to Mumford and Son’s Sigh no more products which featured a vintage motif alluding to the
bands genre and style.
 This synergy between Daft Punks products concerning there visual motif can be seen here
A visual example Daft Punks
robot/sci-fi motif reflected via live
performance click the link or image

 With my main media product I used Goodwin's theory of an artist's visual motif reflected within a music video via the
use of the Robot persona as my chosen artists visual motif. In addition, I also conformed to another of Goodwin's
theories concerning the use of genre characteristics within a video, using anonymity in the form of the robot persona.
 The Robot Persona served as a substitute to my artists lack of appearance in my product as well as allowing me to
conform to genre conventions making the look of this "substitute artist" easily identifiable to those as someone
working within the electronic music genre. Moreover, the design of the Robot's smiley face with the strange Frank
Sinatra visual motif also used within my video were chosen to convey what I felt was my real artists light hearted and
laid back personality based on his description of this own track. This was also chosen to emphasise the randomness of
the video by combing elements of a robot in a suit and jazz musician Frank Sinatra.

The Robot – Examples of my Frank Sinatra visual motif in use
Here I used Goodwin's theory on a music video showing some sort of visual motif to not
only add a USP to my chosen artist but to communicate my artist as a light-hearted and
humouress style.

The Robot – Digipak and Print ad
 Just like my music video both my ancillary products featured imagery of the Robot persona I had developed, as well as
my Digipak itself in one of its internal panels continuing the Frank Sinatra visual motifs developing more synergistic
qualities between Digipak and music video. As a result of this on my Digipak I am challenging the convention of early
albums artwork to feature imagery of the real artists face to expose their artists to new audiences. Examples of this can
be seen both on Calvin Harris’s debut album I Created Disco which features a close up shot of the artists face and
Mumford and Son’s debut album Sigh No More which features a group shot of the band in a furniture store.
 I am however instead using genre specific conventions found within electronic music i.e. anonymity to create a sense of
intrigue to my artist.
Image used on
magazine ad Internal panel
featuring Frank
Sinatra motif

 When discussing my ancillary products, the inclusion of the Robot's identity on both products with my music video
were used to firstly allow audiences to effectively understand who the Tropiika persona is by featuring the same
character consistently on all 3 products. Additionally, with my ancillary products I opted for the Robot's identity to be
distorted, using the electronic music's genre convention of anonymity to create a sense of intrigue for audiences. This
ideally would hook those who are fans of electronic based music and are used to this mystery, towards my main
product to find out who or what the identity of this robot face/Tropiika is, particularly on my magazine ad which
features a QR code linking to my music video revealing this mystery.
Image used on
magazine ad

 Overall when discussing the effectiveness of my ancillary products with my music video, Digipak in particular these
products were designed with elements to summarise themes of my video such as the robot, virus, a sense of random
and a retro intertextuality. This was done in order to summarise my main product visually to allow audiences to
understand the particular style being sold to them as well as using established genre conventions to indicate to
audiences the type of genre sold and engage fans of said audience.
Music video

 One particular brand style I used when designing both Digipak and print ad was the Ed banger records approach to
print promotional items in order to attract audiences of house music towards my product. Ed banger records is a
record label which specialises in electronic music such as house and after researching similar artist Breakbot and the
label he works under Ed Banger Records I noticed that they promotes there artists using quirky, abstract and
illustrative styles to attract their audiences. As a result of this in order to attract said audience who consume this type of
music I too opted for abstract and quirky elements within my ancillary products by basing my theme of my Digipak on
a commodore 64 theme as well as using the theme of the random seen in my music video. For my magazine ad as
mentioned previously I stylised it as an old computer magazine ad to continue the computerised theme throughout.
This heavy stylisation of ancillary products should cause humour to those who get the reference whether or not within
Ed Bangers target audience or and engage those with my product as they can find something to relate to/identify. In
addition, the stylised look of my ancillary's with my main products theme of the random should effectively fit in well
visually with Ed bangers abstract and illustrative style hopefully attracting Ed Bangers target demographic or those
similar to normally consume this style of music and artist promotion.


The Robot – Digipak and Print ad – comparing ED banger records
promotional tools and my Digipak style

How effective is the combination of your main product with ancillary texts?

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a How effective is the combination of your main product with ancillary texts?

Similar a How effective is the combination of your main product with ancillary texts? (20)

Más de wolfgang13

Más de wolfgang13 (20)

Último

Último (20)

How effective is the combination of your main product with ancillary texts?