HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN

PRODUCT AND ANCILLARY TEXTS?

2.

FINAL PRODUCTS

During the research stage of the pro ject , I was able to ident i fy that Sub Focus used s imi lar co lours throughout the promotion of the a lbum. This is something that we wanted to incorporate in our promotional package. Looking at Sub Focus’s a lbum Torus, I can recognise that he uses s imi lar shades of b lue, purple and ye l low tones to create cont inui ty wi th in the promotion of the i r a lbum. By keeping th is cont inui ty , the co lours become immediate ly recognisable as Sub Focus’s work. This is something that we were keen on inc luding in our promotional package.

We chose to use a var iety of eff ects in our music v ideo to a l ter the colour of our shots . Dur ing the post-product ion stage of the pro ject , I added a ‘g low’ fi l ter to the major i ty of the shots wi thin the music v ideo. By doing th is we added to the convent ional surreal ist ic concept that we desi red. S imi lar to th is , we br ightened some of the shots used on the dig i -pack and on our magazine advert . In complete contrast to th is , we modifi ed some of our shots and images into b lack and white edi ts . Looking at our d ig i -pack, poster and st i l l s taken from our music v ideo, I can see that the colours used throughout, compl iment each other , ty ing the whole promotional package together. This regular i ty g ives our promotional package a sense of ‘s ty le ’ and cont inui ty.

COLOUR

IMAGERY

The use of imagery throughout our promotional package is eff ect ive as i t he lps to create a sty le wi thin the media texts . A c lear example of how we have used th is idea is wi th the use of the mirror ing eff ect on our shots . The bottom r ight images show how we have used this eff ect in both our d ig i -pack and our music v ideo. We chose to use this as i t was a convent ion of Sub Focus’s music v ideo. By repeat ing this technique we have created a synergy between the promotional media texts; the use of d iff erent media plat forms means that we are able to reach a larger and more var ied audience.

We have a lso repeatedly used natural imagery throughout the promotional package. The images to the le ft show how we have used the same locat ion for our music v ideo, d ig i -pack and magazine advert , we a lso used the same cast and props. By doing th is we were able to a l low the audience to make connect ions between the diff erent products and draw the ent i re promotional package together.

TEXT

We only used a small amount of text throughout our music video. We chose to flash the title of the song on and off the screen, keeping in time with the beat of the song. As well as this, we decided to use a high opacity on the font meaning that it created a blur between the text and the background shots. We chose to use a white font as it contrasted against the bright colours of the natural imagery in the shots. The particular font that we decided to use on our music video is a sans-serif font that is structured yet fluid. This clear fluidity of the text reflects the surrealistic concept that we wanted to enforce throughout our digi-pack. I feel that this surrealism mirrors the fun, fast paced beat of Sub Focus’s song.

We used the same font throughout our digi-pack that we used on our magazine advert. By doing this we created continuity between the three media formats. This element of synergy ties the promotional package together and appeals the audience to take an interest in Sub Focus and Endorphins. On our digi-pack, we used a grey border behind the areas of text, by doing this we were able to highlight the track listing against the black and white background image. The combination of all forms of the text reflects the upbeat and high energy of Sub Focus’s song and also reflects the serious, real element of their lyrics.

We decided to use a bold and striking white colour for the title on our magazine advert. We felt that this colour complimented the green and darker shades in the main image, making the text foregrounded and drawing the audiences eyes to the artist’s name. By doing this we would intrigue any fans of Sub Focus, and draw them into the advertisement, making them likely to buy the product . The intensity and strength of the sans-serif font used has been added to contrast against the blurred and surreal main image. These parallels between light and dark and focused and blurred mirrors the concept of fantasy and reality present in Sub Focus’s songs and in our promotional package.

By us ing s imi lar imagery and colours throughout the products , I fee l that we have been able to create a sty le between the d iff erent aspects of promot ional package. We have used both convergence and technolog ica l convergence in the making of our promot iona l package. In our d ig i -pack, we converged two d iff erent formats of media text in order to make our package more appeal ing. We inc luded both a CD and DVD in our d ig i -pack, by doing th is we have tr ied to appeal to a wider audience. Another way in which we have converged two forms of media is through our music v ideo; the combinat ion of the music and the v ideo.

By creat ing products which can be combined into one package, i t means that there are many ways in which the art ist , song and a lbum can be accessed. These poss ib i l i t ies are expanded through the introduct ion of technologica l convergence. An example of how our promot iona l package can be exper ienced through technologica l convergence is through a console . On a games console, the v iewer has the opportunity to watch the music v ideo, whether that be f rom the DVD in the d ig i -pack or v iewing i t on l ine us ing the Youtube channel . The CD from the d ig i -pack would a lso be able to be l is tened to on the console . As wel l as th is , the console would a lso be able to access Sub Focus’s website , Facebook page, Twitter and Instagram, as advert ised on the media advert isement.

CONVERGENCE IN THE PROMOTIONAL PACKAGE

Through the use o f text , compos i t ion , co lour and s ty le , I be l ieve that we have success fu l l y c reated a promot iona l package in which the products work ind iv idua l ly , however a l so as a co l lec t ive . I fee l that the use o f cont ras t ing e lements w i th in our promot iona l package work to refl ect the s ty le and sound o f Sub Focus ’s mus ic and h imse l f as an ar t i s t . A key example o f how we have done th i s i s through the use o f the s t r i k ing and in tense wh i te text on each o f the product , we have para l le led th i s w i th the so ft natura l imagery throughout the promot iona l package . The use o f the same locat ion for our shoot ing was someth ing which I fee l was eff ect ive as the images and shots t ie the e lements o f the package together. Another para l le l wh ich was c reated was through the use o f eff ects and mot i fs w i th in our products . We chose to use a mi rror ing eff ect on both the d ig i -pack and throughout the mus ic v ideo, th i s repet i t i veness o f the techn ique contras ts aga ins t the fl u id pann ing o f shots and soft sans -ser i f font . I fee l that these contras ts work we l l th roughout our promot iona l package as we have been ab le to refl ect the un ique and fas t paced in tens i ty o f Sub Focus ’s mus ic . We have a l so been ab le to mi rror the surrea l i s t i c concept o f the pro jec t w i th the rea l i s t i c and mean ingfu l l y r i cs o f Sub Focus ’s Endorph ins .

TO CONCLUDE