Throughout the different stages of production, (the main product and ancillary texts) we have tried to keep a constant theme throughout in order for the audience to identify with the artist we have chosen and draw direct links between the three products…the music video, digipak and magazine advertisement.
Once we had decided on a genre of music we were familiar with and had consumed a lot of, weresearched deeply into the forms and conventions of artist’s promotional material in this specific genre. We identified our artist Joanna as an acoustic artist, due to the only sound being her and the guitar (no digital instruments involved.) We first looked at acoustic music videos we were familiar with and how they effectively represent and establish the artist in a way that the audience could identify with. For example the artist we could draw close links with was the artist LauraMarling. We had already consumed her music before, due to her effective promotion material. We noticed that her music video for ‘The Rambling Man’ contained a large amount of close up shots of her face so the audience can see her raw emotion.
Thisidea then continued with close up shots of random objects that contributed to the theme of the video giving it an artistic abstract visual. We combined these techniques in our own video. The close up shots of Joanna’s face , enable the audience to remember her so in the future they could recognise her immediately. The large amount of performance close ups also express her emotive and reflective side, showing she has a passion for what she is singing about. The emotive expressions will help the audience feel sympathy and warmth towards her, which may make sales of her music go up, if the audience have nice opinions of her as a person. These close up shots are carried through to the digi pak design.
Before we started the design of the album artwork we conducted semiotic analysis into other digipaks of a different genre. We analysed hip-hop albums such as artists like Kanye West and Kid CuDi, noticing the bright colours and animation involved. Comparing that with acoustic artists, we were then aware that the genre we were working in was less vibrant with neutral tones, nature and beauty entwined in the inlays. We took photos of Joanna when she is not directly looking at the camera as she looks out into the distance, ‘the way she sees it’ which links in with the title of the album.
We thought the location of our productive work was one of the most effective parts to our portfolio. Using the performance footage of Joanna in a bandstand was the basis of our video, working the narrative around this. The bandstand is situated in a park, meaning the surroundings are beautiful. The performance area being deserted gave the feel of a practice rehearsal, where all her emotions could flood out. We used the bandstand visuals not only for the music video but also for the digipak inlays. So if someone was to catch a glimpse of the video and then see this theme on a cd cover they could immediately establish the music video was by Joanna. This combination gives Joanna a good strong brand identity.
Acoustic artists typically play their instruments in their videos. They want to show the audience that they have talent and write and compose their material. We decided that Joanna should definitely play her acoustic guitar. The first few seconds of our video, (strumming of the guitar) allows the audience to straight away know exactly what they are about to consume, a video for an acoustic artist. We then chose to take photos of her guitar in a different setting for the album artwork but one that would relate to back to the video. As we were creating the seaside vintage feel in the narrative we placed the guitar in a beach setting. The guitar by itself draws the attention that she is an acoustic artist and establishes her immediately. It takes the focus off the artist and more to the creation of the music, through the instrument. We included Joanna as the main focus on the other parts of the product and ancillary texts so to have a
photo of just the guitar adds something different to the mix.
With the advertisement we chose to use conventional features of all genres of music in the magazine advertisement industry, so the audience could recognise we were advertising for a musician not a film, or book etc. We created the music logo of the record label reck records which we used in the advertisement to show an association with the corporate business she works for. We also used bright yellow stars to show the ratings from music experts such as Q and NME, which catch the viewer’s attention quickly. The attention through the use of colours and text type are what make an effective advertisement. The public normally believe that music critics are always right. So if we feature NME quoting ‘faultless’ then the audience will believe its faultless also.
In conclusion we believe the links between each promotional material are strong and recognisable enabling the audience to establish a connection with Joanna, through the use of camera shots (to create sympathy and to show her personality), the combination of emphasis on guitar throughout music video and Digipak and the key features of a magazine advert. We think we could have improved the effectiveness of the combination by keeping the colouring the same on all aspects, as colour is what helps you remember and associate different objects with. We found this hard, due to the various locations we used, however the conventional style of each product reminds us that Joanna is an acoustic artist, passionate about music and her brand image is established as the focus is on close ups of her face throughout.
With the advertisement we chose to use conventional features of all genres of music in the magazine advertisement industry, so the audience could recognise we were advertising for a musician not a film, or book etc. We created the music logo of the record label reck records which we used in the advertisement to show an association with the corporate business she works for. We also used bright yellow stars to show the ratings from music experts such as Q and NME, which catch the viewer’s attention quickly. The attention through the use of colours and text type are what make an effective advertisement. The public normally believe that music critics are always right. So if we feature NME quoting ‘faultless’ then the audience will believe its faultless also.
In conclusion we believe the links between each promotional material are strong and recognisable enabling the audience to establish a connection with Joanna, through the use of camera shots (to create sympathy and to show her personality), the combination of emphasis on guitar throughout music video and Digipak and the key features of a magazine advert. We think we could have improved the effectiveness of the combination by keeping the colouring the same on all aspects, as colour is what helps you remember and associate different objects with. We found this hard, due to the various locations we used, however the conventional style of each product reminds us that Joanna is an acoustic artist, passionate about music and her brand image is established as the focus is on close ups of her face throughout.
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