Evaluation 2
chettleburghs11When & how was we first introduced to these terms?
Throughout the process of making our music video we were introduced to the terms cross media branding and synergy, and we recognised the ways in which we should use these between our products and ancillary texts.
We learnt about how existing products use this synergy and cross media branding within the music industry and how this enhances an artists image and the sale of products.
The first example that we analysed was the band Daft Punk. We were told to look at their Random Access memory album, of which they produced a video to 'unbox' to their audience. This is a way of marketing their product and enticing people in.
The use of synergy and cross media branding is apparent in these two products. This trailer is used to market the above album. This trailer relates with the album, due to the incorporation with the mask, as well as the use of the motherboard and white lights.
They also have "confidential" in the video, which could relate with the fact that the mask gives the vibe that the artist doesn't want to be revealed, therefore they do not want to show themselves, however just to portray a memorable image.
Exsiting Products- how they use synergy.
Miley Cyrus
The video is the single released by Miley Cyrus that is on her newly released album; "younger now". This video has the same theme as the album cover and website, therefore persisting with her synergistic links throughout her products. She uses the idea of dolls and mannequins, which give the video a strange feel although this is what Miley is trying to do, she want to take her old country approach along with her breakthrough era, of the wrecking ball, which will always be held with Cyrus. Within the video, she uses the same colours that are on the website and on her album cover, making sure all of it is linked together and the artist has a secure image that is remembered by her audiences.
Cyrus incorporates the same text and font throughout her products and texts. For example, her main logo for her name is the exact same that has been used on her digipak and her website. In addition to this, she has an embellished font of her album and single name 'younger now' on the back of her jacket, which she wears in her video.
Our main products and texts
Our Music Video
Ancillary Texts
Digipak
Website
Additional Ancillary Texts
Interview
Magazine Article
Tour Poster
Magazine Cover
Digipak Analysis
The top left image of our digipak we just wanted to include a staged photo where it is obvious that we are posing for the camera. We feel as though this links well with all of our products as it simply shows us as a united band and concludes all of the video footage that we have as a band into a static image.
As for our CD we wanted to involve some synergy and we managed to do this with the technology and editing techniques available on photoshop. We decided to use the three different colour balloons which we use throughout the main video and put these on the CD. These balloons show consistency throughout all of our products and texts and represent each of the individuals in the band corresponding to the balloon they use within the video. In addition, the background of the CD is the same type of visuals that are on the rest of the digipak; trees and leaves, as well as this they are present on our other texts. In the middle of our CD we also have the album name and band name on the middle of the disc which is the same as the band in the middle of the digipak.
Our last image on the top of the digipak is mainly inspired by the shot in the music video where Sophie is dancing within this scenery, however the digipak is too make the girls look united and as a whole, therefore Renae and Pip are also showing the same theme that was shown in the video.
Digipak Analysis
Our bottom left image on the digipak is mainly dedicated to our audience, and the pink tint overlay is clearly apparent in this image. This is used throughout our video with the same colour and texture as shown in this photo. This shows we used this technique persistently and we carried through with our synergy, ensuring all of our products are similar in theme and image.
As for the track list; the middle bottom image, we decided to have the artificial balloons in again to show consistency throughout our products, on this we have all of the colours we have persistently used however we also added a faded V in the background which is a way of showing off our band name; in a shortened version. We used this idea also on our magazine cover therefore there is crisis-media branding and synergy.
This image is the front cover of our album of which we believe to be the most significant of this text. Within this image it is clear we have used cross-media branding and synergy links through various of aspects within the image. The main aspect that stands out are the three different colour balloons, which we have already used twice before in other pictures on this product, however this exact location with these balloons were also used and shown within the video. Ina edition, artificial balloons were also used on the front magazine cover with billboard and within our website. There are small features involving balloons with text on for extra details and synergy.
Within our digipak, we also have the same outfits throughout which we wear within our music video.
Website Analysis
On the opening page of our website it is obvious that we are a group of three girls with the powerful image of us all and the main focus being this image as well as the bold logo being in the middle of the website and the top of the website- shown throughout all of the page on the site. This shows the audience that this is the bands website instantly as they are welcomed on this page.
Colour Theme-
The pastel pink theme is persistent throughout the whole of the website being the main background colour on all of the pages. This is used also within our logo. This enables our audience to recognise that it is us with this logo and colour theme. We have also used purple as our main text colour correlating with the purple balloon used in our video. This colour also contrasts with the background making sure it is visible and accessible for all users.
Balloons- These are one of the main props and are used consistently within the bands image. Having this aspect on the website ensures that this pursues synergy throughout and is a part of our brand image.
Website Analysis
Within our website, our Vanilla logo being situated on the opening page is a significant feature, however this layout is apparent on every page of the website in the top left corner, promoting our bands logo throughout, as well as having our social media links easily located for any user wishing to browse our other pages. Throughout out social media we have used our logo to persist with the promotion of our band image, as well as this, we promote our fun, quirky image with photo edits and interaction with our fans. All of our usernames also link with our band, either being Vanilla on its own, or with the addition of PRS, which is the first initial of each of the band member.
Throughout our music page of our website, we have highlighted our album, with the cover being the main focus, this is so that fans and viewers can acknowledge our album, which links to our new single with the audio. This also comes with additional information for the user which we continue to use throughout all of the website. In addition to this, the main colour used on this again is the purple, which we use for one of the balloons within the music video, as well as the other text throughout all of the website.
Our gallery page is a significant page in promoting our band image of being a country group, of which is shown throughout all of the images. These images are also recognisable throughout our music video as there is a hair flick time lapse of the image beneath the arch, in addition this this, the same outfits are worn, carrying through with synergy in all of our products. Within this page also show images that were present on our social media snapchat; showing we stay connected with our fans and use all of our texts and platforms as a way of promoting our band image and the persistent use of synergy.
Our brand image is clearly recognisable throughout all of our ancillary texts, however it is significant throughout our website as this includes images and important information that highlight all of our main features, such as the continuous use of the colour pink, blue and purple, as well as our prominent country image. In addition to this, our brand image is also promoted through our merchandise which is located on the shop page, our logos and colours are used throughout the clothing and all of the product such as the key rings, coasters and bags.
Magazine Cover Analysis
All three of the girls are shown equally and no one is over powering or stands out more than another, this ensures that we are seen as a united band and we want to inspire our target audience to be bold and powerful.
The balloons are used again on this media as a continuation of synergy throughout all of our products and too show cross-media branding on all of our products. These exact balloons have also been used on our digipak and are an animated version of the ones used within the music video.
The billboard text on this cover is the official logo for this company and the layout is the same as the official billboard magazine cover would be, however on this version this logo is in the pink that is representative of Vanilla; being used on the website, the balloon prop, the digipak and within the merchandise. To ensure synergy was apparent within our ancillary texts we continued with the use of the same colour scheme making our audience always relate this colour back to our band.
A large V is also used in the background and is a condensed representative version of our logo. This ensures our logo is shown almost everywhere we are and is always noticeable when seen by anyone.
Music video and Ancillary text links.
Mise En Scene
LOCATION STYLE COSTUME
Throughout all of the ancillary texts and the music video, the location theme of being outfits involving nature, wood and greenery is consistent, representing a country style. By having the same location/background in all products represents a clear image for an audience to recognise the band by. We chose to have a tree and wood background in all aspects of the products as this clearly represents the girls' image of being country artists. Sometimes the locations differ such as the digipak does not have the same image as the one on the main website page, however, the same theme is used. The bottom left image of the digipak has the trees background and the wooden bench, similarly the main website image also has these visuals in.
Costumes are also important aspects of the mise en scene. In all ancillary texts the band are all wearing some kind of blue denim or checkered shirt. This creates synergy as another prop used is the balloons; one blue, and this theme of colour alongside the salmon pink is used in all products. This salmon pink was consistently used throughout, as well as a pink overlay on our products such as the digipak. This is a colour use to represent all of us as fun, loud individuals.
Music video and Ancillary text links.
Logo
From the beginning of the creation of our final products, we had a range of logos in mind and finally settled for one that represented us the most as a group of girls who sing in a band. Instead of a plain Vanilla, we substituted the 'I' for a microphone of which is used as a symbol to be remembered with our band. This symbol has also been used on the rest of our products such as posters, magazines and significantly our merchandise.
We used the font 'phosphorus' which was mainly found on the apple mac software and we edited the logo on photoshop to remove the 'I' for it to then be replaced by the microphone. We ensured that our logo is on almost every ancillary text that we could incorporate it onto so that our band was to be recognised and remembered whenever this is seen. We didn't want to be remembered by just our faces or being recognised as one of the girls a part of the girl band, but we needed our logo to be significant and unique. We approached this by having all of our logo in capitals to ensure it is bold and memorable. The logo was also presented in both white and the significant pink which we have used all over our texts and at the beginning our or music video.
Music video and Ancillary text links.
Balloon Theme
The use of balloons is carried throughout many of our texts and is a main feature within our music video; both the open and end scene use balloons. We decided to use balloons as a prop to show the fun, bubbly personality that each of the girls have within the group. In addition, we felt as though this is a good way to show synergy all the way through our products. Also, this feature could also help in ensuring that an audience relates this aspect back to the girl band; vanilla. We decided to mainly use three different colours throughout as this then allowed us to use different colour within all of our other products and still show cross-media branding. Moreover, instead of just having the balloons in our video,artificial balloons were also used in aid of the creation of our digipak and magazine cover. This allowed us to have this product on all texts and shows each of the girls individually as the three main colours that were used all the time warble, purple and pink. In correlation with this, the use of blue was used as our website text, within our outfits and on our products, purple was used by all of the girls in the opening scene of which a lot of the website is also in purple, and pink is the main colour vanilla will be remembered by as this is what we also used as one of our logo colours. This is shown on our album cover, in our video as well as on some of or merchandise.
Genre: Country
To ensure that we had synergy throughout our product, we needed to make our genre clear throughout all of our products whether that was by the representation of the girls within different locations or costumes, or it was through the style of product themselves and what type of aspects are used, such as the magazine cover having a wooden background which is similar to the location background shown at the beginning of the video where each of the girls sing individually. As well as having the tour poster with the wooden background as the main area of the image.
For one of our posters we used the image where a lot of wood is shown, however, this image particularly, presents all three of the girls as the main product alongside the bold logo. This makes them all look powerful and united towards their audience which is their primary aim. There are also signatures this poster as this would be a part of the merchandise / gifts available.
Our locations were also very important in representing the country genre. Our locations used included a farm where there are various pieces of footage such as in the corn field, on the tractors and with the horses, we also filmed in large field parks with various places such as the wooden background, and the greenery and woodland area.
Success of Synergy and Cross Media Branding
Through the use of colours, props, locations and themes I believe we have adjusted well to the task of synergy and cross media branding and this is present throughout all of our products and texts. We managed to incorporate a range of different aspects allowing us to link all of our products and texts together and making our band recognisable through the factors that we have used; balloons, logo, location (wood/greenery). In addition to this, we successfully adhered to the task of synergy through the correlation between our products and our genre; country. Within our logo we used a microphone (other symbols were considered and ruled out due to not meeting our requirements) as we thought this style significantly meets the theme of country due to it being old fashioned and this type is used by many country artists. Linking with the logo, we researched many styles of fonts and found that a lot of country logos of bands and individual artists use bold and thick texts or some that are curly, however we went for the bold approach as we did not want too seem too girly with no edge, we wanted to look unique as a united band of 3 girls. We did not want to be compared negatively to other country groups, which we felt we successfully went against, we look powerful and united. With the use of a consistent colour scheme (pink, blue and purple) which is used on a variety of our products such as in the music video, our tour poster and on our website, this makes it easy for our target audience to connect with the band and for new audiences to recognise them through this aspect.
Social media also helped to market our product, our main audience was of a younger age with girls being the focus, therefore having the stereotype girly colours that we used made us feel as though this can help in having audience members connect with the band directly, In addition, on our media pages, we consistently kept our fans updated with announcements of the album release as well as acknowledging them and connecting with them in exchange of tweets. As well as this, our snapchat allowed us to identify our fans separately and talk to them, but we also kept them eager to find out what our video would include by showing previews of our location and where us girls were.
Improvements for our Synergy and Cross Media Branding
Although the making of our products was smooth and a lot of our texts were successful there are improvements that could be made to some of these in making our synergy and cross-media branding approach more successful.
One aspect that we would change if we could would be the colour of pink used throughout all of our products, we initially wanted a salmon/baby pink however throughout the development of our texts and products this colour pink changed tones frequently.
For example, the pink tone used within the video is a lot less vibrant than the overlay used on the digipak, so the digipak makes us look very pink. In addition, our logo on our digipak is enhanced with the overlay taking away the original colour, therefore the logo of Vanilla in pink used on our other products such as merchandise is dissimilar to the one on the album cover. Also at the start of our music video there is a text of Vanilla with dynamic footage playing in between the text surrounded by a baby pink foreground, this pink is a lot lighter than all of the other pink used and it almost looks like an imitation of a logo as it doesn't have the microphone in Vanilla it is just the simple text.
Another improvement is that we could have incorporated more of the different locations within the digipak as seen in the video. There is only one location used in the digipak which is at a park, however, a lot of the video is based within the farm such as the haystack with Renae, Pip in the cornfield and Sophie with the barrels and wood. This would have made the digipak a lot more country and ensured synergy was more prominent within our products and ancillary texts.
Moreover, to create more synergy between our video and our website, we could have added more footage or corresponding image straight from our video onto our website, such as having gifs, or more teaser trailers that enhance the excitement for our target audience. Our website currently involves a lot of images from our photoshoot and the outfit of the jeans and the checkered shirt, although this does have a minor link, a lot of images on the website are not locations that are seen in the music video.
