[JB] Evaluation (2)

• The brief was to create a marketing campaign to promote a new track. This included a music video, a digipak, a magazine advertisement and a tour poster.

Digipak

• We have created cross-media convergence and synergy between our music video and all of our ancillary texts. Our four-pane digipak, the full-page magazine advertisement and the tour poster are all reminiscent of each other and the video.

Tour Poster

• We intended to create a strong brand image for our band. The main aim of the music video is to act as a means of promotion for the song, but also to contribute to the star image. In combination with the ancillary texts we produced, we have created an all-rounded image for the band, which represents them in a youthful, energetic manner.

• We created a few visual links between all of our print medias so they could all be recognized as being produced for the same track. For example, we used the same fonts across all of them, as well as the same background textures and colours. Another very strong visual link - common not only to our print medias but to our music video as well - is the colorful t-shirts which all band members wear. This reinforces the consumers’ association of the t-shirts with the band because they are across all media and are present wherever the band itself is present.

Advertisement

• We used the tour poster and full-page magazine advertisement to give the impression of a successful artist, and contribute to the star image. With reference to Dyer’s critical framework (Stars, 1998), this means they are represented to be extraordinary due to their success, thus making them idolized by the audience - yet they are also shown to be ordinary by the way they dress. Semiotics and visual motifs all work together to represent them in a somewhat ordinary way, so that the audience can associate with them. They are also present because they all feature on the cover of the album, but absent to a limited extent because they are at a distance and do not take up much of it. They are also only seen in one pose, so the consumer sees somewhat a limited view of them, meaning they are absent.

• The digipak was designed to be aesthetically pleasing and employs the rule of thirds and negative space to create a design which looks not only pleasing but also professional. The front cover features a still from the music video, with the band members on the steps with their colorful t-shirts on. It uses the same font for the word ‘maritime’ as the other print medias do, creating cross-media convergence, however the track name ‘parade of punk-rock t-shirts’ is in a font which is perhaps more appropriate for this media because it makes the title much more readable and distinguishable.