For my A level Media Studies I was asked to create a music video, to represent an unsigned artist. In addition to this I was also asked to present two pieces of branded items which enhanced upon, or marketed my artist. The two products consisted of a five pane CD, digipak and a magazine advert.
The representation that I wanted to create for my artist was a feminine, girly fashionable and happy character. This character complements the relaxing, summertime, folk themes that I was trying to convey through my work. All of these representations were used to create a compelling piece of work with iconic Folk visualisations.
It was essential that I use a consistent theme within all three of the products, to add continuity to the artists ‘brand’ and create a sinuous collection that linked to the Folk genre. By having a continuous theme it means that my target audience is able to grasp a clear conception of the artist and also make links between all of the different products meaning that the artist (Ruth Bewsey) can be turned into a brand, which is a strong marketing tool being used by many artists such as KT Tunstall; (http://www.kttunstall.com/)
who advertises music alongside fashion, diary entries, a forum and a charity plea on her website, which gives her audience the opportunity to mimic her look, views and actions.I feel that the combination of my main and ancillary tasks is very strong, due to the use of similar imagery, lighting and contrast themes. For example my digipak designs were constructed from the music video (mise-en-scenes, costume, lyrics, images and themes) in order to connect the two products together. Also as I chose to create a special edition case, with the inclusion of the DVD as an extra, this meant that my collaboration of the packaging acted as a signifier and advertisement for the artist’s video. For example the front cover design was taken from the final mise-en-scene in my video, in which Ruth walks away leaving the narrative on an ambiguous cliff-hanger; therefore the inclusion of the image as my front cover could signify to an audience that more of the plot is revealed in the digipak, increasing its allure. However it could also spark recognition within the fan (causing them to purchase the CD), if they have previously seen and enjoyed the video.
Another way that the combination of my products is effective is through the design of my advertisement. To maintain a visual link with the CD I chose to use the same backing for the picture, and also superimpose two of the images from the case; so that they appeared to have merged with the design. This use of synergy suits my genre as the song is all about following a story and continuity.
The main focal point throughout all of my products was the lead singer, Ruth. The music and the story are by her and about her; which is reflected through the use of her image and style within both my main and ancillary tasks. To connect my digipak to my video I used images of Ruth on every pane, which graduated from a wide angled long shot into an extreme close up. I used this graduation to connote the idea of Ruth’s audience interacting more and more with the artist as they went further into the case.
The folk pop genre of my artist’s music influenced me to add quirky stylisations to all of my products, such as the elaborate use of superimposition as well as the inclusion of multicoloured plastic balls in my music video; and the two doors, box design of my digipak. These details acted as signifiers to my target audience (females between the age of fifteen and nineteen) that the products are aimed at them.
Moreover I feel that the combination of my main and ancillary tasks is very strong due to the similar themes and styles used in all of the products, which all work to emphasise my artist’s brand.