Kris Erice

Question 2

How effective is the combination of your main product (video) and ancillary texts

(digipak and advertisement)?

Kris Erice

Here are the ancillary texts

Our artist, YWA, had to be given a Brand Image which we could use as Synergy Products.

We have incorporated the Costume that Erik wears in the music video, an all black trench coat and most importantly, the patterned black and white bandana.

There is less focus on the underbody clothing but there is also the focus of the big, wild, Mohican-like hairstyle.

Although not originally planned, I incorporated the technology aspect (which represents the electronic genre) through the black MacBook seen on the CD and in the video.

Kris Erice

The ideas for the promotional packaging all came from the music video. The video’s ideas came from the pre-production planning found on the blog.

Henceforth the blog, the video and the promotional packaging are synergised especially with some specific items which will be seen in the following slides.

The slides will show the synergy products in the three mediums.

Kris Erice

The Black MacBook in the video MacBooks on the CDMixer, Laptop, Stereo in the video

Technology

The Planning

Kris Erice

The Hair, the Bandana and the Black

The Planning

As seen in the music video From the front cover the advertisement, not all the hair is seen though

From the inside panel

Kris Erice

We originally planned that the album would be a joint album which would mean that we would have to be more creative to reinterpret SBTRKT’s solo album.

The decision to just have Leanne as a featured artist with a bigger role in the video only came about in post-production.

Though Leanne is not seen in the promotional packaging, her synergy products are included on the blog and in the video.

If Leanne had her own album then this feature would show that her brand image and synergy remains consistent throughout all her projects.

Kris Erice

This would be similar to the female artist, Janelle Monáe. She sprung to mind because she consistently wears a tuxedo – her brand image, even when she is featured artist.

In Fun’s music video for, ‘We Are Young’ In her video for ‘Tightrope’

Kris Erice

Blue Lipstick

The Planning

From the second chorus Blue Lipstick on even when she smokes

Kris Erice

Dark Clothing

The PlanningFrom the intro From the outro

Kris Erice

YWA’s synergy products are iconic in my opinion, enough to be noticed and remembered by our target audience.

Though Electronic artists seem fairly bland, SBTRKT’s animosity represented by the ceremonial masks have become his brand image.

YWA has a very unique hairstyle. Famous people can be relatable through hairstyles including R&B artist Cassie who has a shaved side or Jessie J’s bald head, at one point.

Kris Erice

YWA’s black bandana is an iconic accessory as I have not seen any mainstream artists donning one, perhaps only when it is gang-related. I feel accessories are not always a good way for audiences to remember an artist as its such a small thing, plus artists tend to have different concepts in videos so one particular accessory may not be appropriate.