QUESTION 2:



How effective is the combination of your main product and ancillary tasks?



 

 

 

 

 

 

 

The three products which form the overall promotional package are clearly for the use of advertising and promotion of our selected band and their new single.  When creating each individual piece of the package it was essential that we kept to a particular theme which represented the band, through an item such as a logo or colour scheme, which when the viewer would see this, they would instantly recognise and know it belonged to this particular band.  If all products in the package are seen to be linked through a certain aspect, the artist will gain more publicity and recognition for their work which will ultimately lead to success. The colour scheme which we aim to link all formations of promotional material will be a monochrome background, which will make the artists and objects placed in front of the background stand out. This is also shown through the mise-en-scene such as props used e.g. clothing juxtaposed to the background colour. In all of our promotional material, we have included bright individual clothing which is very casual but cool and collective, which are representations of the indie genre. However, the clothing selected also links to the monochrome theme of colours standing out from the background, which will overall keep the attention of the viewer focused on the artists. Therefore, this meaning  by doing this method it has enabled myself to represent the features of an indie genre, while promoting the artist and sticking to a theme throughout all promotional material which distincts the band from any other band and represents them as an established band.

 

The way our promotional package will be exhibited is through traditional formations of media distribution methods such as via music channels, which is how our promo music video will be seen and recognised.  Our promotional material such as magazine covers and digipaks will either be seen in stores which sell music magazines or record stores such as HMV. The music channel I had selected within my initial audience research which would be the most successful music channel to advertise the single of our chosen indie pop band would be 4MUSIC. This is due to the fact I feel this music channel would be the most watched by our target audience of indie pop, due to the channel has the highest viewing figure of 7.4%. Therefore, this meaning it hits the largest potential market. Another reason for the selection of this music channel is due to the channel only broadcasts to UK and Republic of Ireland therefore, it will not necessarily have the attention of American viewers. Therefore, this meaning that music videos such as American ‘pop’ will not be the most viewed type of music video on this music channel. Another reason for my choice of selection of this music channel is due to for a duration of time the channel has a ‘new video’ programme which will play all latest videos. Therefore, due to the new release of single from my chosen band, they would fit into this programme selection, which would lead to them getting published and drawn to the viewer’s attention.

 

 



 

However, the only issue with using traditional distribution methods is due to the fact although it will reach a vast percentage of our target audience,  this type of method and the people visiting these forms of selling/buying are decreasing rapidly. This is due to the other forms of distribution available which are increasing their market share. 

One company that used traditonal distribution HMV, have gone into administration due to lack of purchases of CD's and other forms of merchandise due to the increase in online illegal downloading which is cheaper quicker, and more of an easier option to purchase music.




Therefore, I have decided that I will also use other forms of distribution channels which are newer and in fast moving markets which are aiming to potentially be the market leader in this type of market. This is methods such as YouTube and ITunes, which enable visitors to listen, buy or comment on the music promo videos they have watched. I also aim to use methods such as Facebook or Twitter, which I can promote my material such as magazine covers to hopefully get some feedback and interaction with members of our target audience to see if they thought my overall promotional material works well, what doesn’t and what could have be changed to make it overall better.  The reason for choosing these other methods of distribution is due to if we do not act fast and do not adapt to the change in consumer trends and the distribution network they choose, this could enable us to lose out on a significant segment of our target audience. Therefore, this would mean a percentage of our target audience would not be able to view, watch and comment on our promotional material, which could end in not enough feedback from our target audience so we would not be able to create a representable conclusion of what our target audience thought. Therefore, the higher percentage of our target audience which views the promotional package will potentially lead to higher sales revenue.

 

Firstly, I had researched one type of magazine that could broadcast a magazine cover in my promotional package which is GQ.  The magazine is specially aimed at the male gender and focuses on celebrities and artists within the industry. There is a section of the magazine which focuses on ‘male of year’ and broadcasts new talents etc. Therefore, this could potentially be a sector for my chosen band and my chosen genre too fit into. If I was to choose this method of distributing my magazine cover I would have to check all band members were able to be on the front cover, to get recognised and promoted to their intended audience.

 

However, one issue that could potentially arise is due to the magazine only being aimed at the male genre, it is possible that the band could lose out on some of their target audience due to the magazine only hitting one gender.

 

Therefore, due to the following above option not potentially being as successful and not hitting an overall extended audience. I then moved on to choosing  the distribution of the magazine advert of this promotional package, I had to considered to use 4MUSIC’S link with their company owner Box television, to distribute 4KICK’S magazine advert through their link with Heat Magazine. However, 4MUSIC has attained a synergetic link and bond with Bauer Media, due to the company owning and having access to eighty influential media brands including 4MUSIC.

Therefore, due to their network reaching over nineteen million UK adults every week, this ultimately would give 4KICKS the exposure needed to create awareness of the band which will hopefully lead to maximisation in sales.

 

 

 

Therefore, Bauer Media have ownership of Q Music therefore, Q Music Magazine could be a very successful potential advertisement magazine for our selected band 4KICKS.

Q Music magazine was first published in October 1986. Q Music Magazine is released monthly throughout the UK. This website also uses high standard printing and photography to show of the excess money behind the production side of the magazine. Therefore, their target audience can only expect the best and nothing less due to the non budget and nothing but the best attitude taken by the producers of the magazine. The aesthetically pleasing imagery and consistent colour/font of the wording within the magazine make the viewer feel as if they know what to expect with this magazine.

The magazine has an extensive selection of context such as new music releases, descriptions of live concerts, along with radio and television reviews of current indie pop bands.

This type of magazine uses a five star rating system of albums, singles and bands in general. This is something that we have used within our magazine advert after receiving inspiration from this magazine. If our intended target audience think a successful company rate our music promo video highly along with the bands new single it will persuade the viewer that the band are a creditable and achievable band that should achieve recognition for their achievements so far.

The magazine is also available online therefore, this enabling a larger potential target audience. The viral website allows viewers to interact, research, vote on polls etc which enables the viewer to feel part of the overall magazine.

 

 

The digipak produced in my promotional material will be broadcasted as an image online via social networking sites e.g. Facebook, to gain feedback on the success or negative aspects of what my intended audience thought worked well and what did not work well. I will use traditional methods such as in shops when they are sold directly to consumers. However, I will also use online methods such as via iTunes. However, the disadvantages of allowing consumers to purchase this digipak online is the issue of illegal downloading such as music downloaded on e.g. Spotify for free. However, the advantages of allowing consumers to purchase digipaks online would be it allows for a larger target market e.g. target audience in other countries that would not have access to this if the promotion and advertising of this package would done solely in the UK and stores within our country.

 

The digipak shown above represents the narrative and performance side of the music promo video. This is due to the image of the actor’s facial expression shown on the left hand corner, which uses an editing effect, to make the actors eyes stand out due to the shading of black colouring used. This technique used could represent the emptiness within the actor’s emotions, this mixed with the blank look on the actors face, which could also represent the strain and tiredness the actor has felt through what has happened in the narration side of the music video. This is then juxtaposed to the editing effect of making the actors inside of his eyes a dark red. Red connotes danger, pain and alarm therefore; the viewer of this promotional piece will instantly recognise that there is a dark message behind the storyline portrayed of what has actually happened within the storyline.

 

The digipak also shows a mid-shot of all members of the band. This is useful and a necessity when creating ideas for any digipak as it is essential that a photo of some formation is used of the artists to broadcast them as individuals. This also enables the prospect of their target audience being able to recognise them in future projects, which will potentially create a band image for them which will hopefully lead to maximisation in profit margins.

The digipak also shows mid shots and close ups shots of instruments and the artists playing the instruments; from doing initial audience research I found this was essential in all indie pop music

On this digipak I have also included a list of the bands song’s placed on the back cover along with a bar code for the produce, this is essential when creating any digipak to create a professional and believable product.  

The magazine cover shown above broadcasts and shows of the individuals, the mannerisms, their clothing worn and the way they look and how they fit into their selected genre. All artists are placed in smart but causal clothing, which after undertaking initial audience research, I had established was a connotation of the indie genre. This image uses a monochrome effect as the artists are placed upon a dark shaded background, which when placed in front of it makes them stand out. Therefore, this draws all the attention to the artists and makes the viewer focus on them.

The band’s name is displayed along with their name of their new single, which therefore, promotes the new single to their target audience. There is also a date of which the single will be released therefore, it gives their target audience exposure as to when they may purchase the bands new single. Therefore, this is also a publicity stunt due to the exposure of the band already received and the build-up which will follow after the date is released. Therefore, this is a technique of keeping the audience intertwined with the band in some formation.

There is also a link to the official website of the band therefore, their target audience can go on the website to communicate with the company producing the band and find out useful and relevant information about new singles/tour dates etc. There are also ratings of the band’s music from relevant companies of the same genre and of which whom play the bands song’s via their network. Therefore, this is a formation of critique that gives the intended audience an insight in to what other people would say about the bands new single. This could potentially be a hinder to the band or a positive due to negative reviews could minimise the option of an increase in target audience however, this could also create exposure to new potential customers.

DECONSTRUCTION OF MUSIC PROMO VIDEO:

The music promo video we created, contained every effect we had planned to achieve through doing the planning process of this overall project. This is due to for the start of our music promo video, we intended to use a extreme close up slightly tilted low angled shot, of which the lead singers foot steps would walk into shot and the viewer would see the shadowing appear. This effect was used to create the mystery of the object show and the audience would hopefully be wondering what was to happen next. Therefore, this meaning they would want to carry on watching to achieve finding out what was going to happen.

The video then moves on to an extreme close up shot of Kingston singing, it is obvious to the audience that Kingston has perfectly achieved singing in time with the music therefore, this reduces the chance of the singing not being in sync with the music, which could make the video look ammeter.

The music video then moves on to an edit that I tested within the planning stage of production. This edit is using added effects to create the shot which  would look as if it is part of footage of an old video.

This effect was used to show a screen shot of the couple at a happier time in their relationship.

On this effect, while editing I had added instead of 'camera 1' we changed this to 'Memory 1', to represent the memories within the actors heads.

 

The music video then moves on to the section where the speed of action is sped up to represent a faster change in pace. This technique is used for when it is a point of view shot of someone walking up the stairs and walking into Hannah's room to see her sleeping. This technique was used to show someone watching Hannah therefore, showing that someone is always with her however, she is un-aware of this.

A pan shot is then used to show all sides of the artists and mise-en-scene they are located in. When creating this shot we have to use a Pallet truck (due to that being the only thing we had access to a the time) to place the camera and the camera stand on this machinery to move around at a slow pace to keep the shot steady.

 The next shot we filmed we added an editing effect to this shot. The editing effects we added was a mid shot of Kingston which was already there, placed with two light fade in shots of the guitarist Joel, being placed on the screen also. This then led to an even more obvious enlargment of the guitar upon the screen which enabled the bands skills to be shown off while also showing that we have kept in sync with the music of the song.

 



The music video then moves on to a mid shot of Hannah asleep in her bed however, she is shuffling around as if she is having a nightmare. Therefore, this shows the whole situation which is happening is effecting her.

The shot then moves on to a high angled shot looking down on the band from above. This effect is used to show the band from a different perspective, this could show authority to the viewer as they are higher up than the band. Therefore, the viewer may feel as if they can recogn with the band therefore, they will feel more equal and be able to relate to them.

The music video then moves on to close ups of the instruments, focusing on how in sync they are with the music. It is essential to keep in exact time with the song throughtout or we will have not achieved the overall aim of this project. It will not look believable enough and we will not have produced the best possible standard of work we could have.

The music video then moves on to a lighting effect we had used to show a bright light followed by a black fade out. This effect was used to represent eyes opening and then closing to represent and emphasise on the nightmare idea mentioned earlier. This meaning Hannah would be trying to open her eyes as she is aware she is not 100% comfortable however, she does not feel she has the strenght too.

The next shot is then another assemble of two shots mixed into one another. This technique is sucsessful as a merger of shots shows of two artists at once along with their skills.

The next shot is a close up shot Kingston singing. The shot has been taken from the right side of the camera (looking at the artist). This technique has not quite been effective as in this shot it is quite clear to see the background objects which do not have an relevance to the perfomance side of the music video. This is something we did not wish to achieve therefore, if we was to carry out this project again this would be something we try to not do again.



The next shot is a range of shots used to show the effect we tried to portray of Kingston appearing as a ghost in the mirror. The shot started with Hannah looking at herself in the mirror applying mascara to her eye lashes. This is the followed by her bending over to put the mascara down, in which a fade to black shot occurs. When Hannah looks up again she thinks she has seen Kingston looking back at her within the mirror. However, when she turns round he is no longer there. Therefore, it appears to her and us an audience, that it has just been a figure of her imagination.

 

 

The next shot is the scene between Kingston and Hannah where he is portayed to be there shouting at her however, he is meant to appear to the audience as he is not actually there as Hannah had to use her acting skills of showing to the audience she cannot see him. Therefore, this would make the audience wonder as to whether Hannah can actually see him, or is he just there as a figure of her immagination.

 



The next shot is an extreme close up of Hannah's face showing how she is crying over the watch she has in her hand that belongs to her ex boyfreind. This is juxtaposed to a blurred image of a figure in the background which is meant to be represented as Kingston.

 



The next shot is a close up of Kingston singing however, the position he is in has enabled the strobe lighting behind him to be emphasised upon. This also highlights his warm breath upon the cold microphone he is singing into. 

 

Finally, the last shot is of all members after they have finished their perfomance the guitarist throws his drumming sticks into the air and they land infront of the camera. Therefore, this enables the effect on the object flying on the screen, in which the viewers will ponder over what the object was that has appeared on the screen.