Transcript:
The brief was to create a promotional package for an artist’s album release. This includes a music promo video, a digipak, and a magazine advertisement. To create a successful promotional package, synergy should be present across all three products. Synergy refers to the interaction and similarities between two products to give a combined effect greater than the sum of their separate effects. Within this brief, the synergy ties together the video, digipak and advert, to sell them as one product.
Throughout my partner and I’s research, we discovered that the advert and digipak of a promotional package usually have more synergy than the promotional video. This could be common iconography and illustrations across the products, colour themes or images. For example, Ed Sheeran’s use of mathematical symbols across his advertisements effectively promotes his brand and creates synergy across his products. Similarly, the Arctic Monkeys use a waves illustration across their products that is now associated with their brand.
We adhered to this convention by creating synergy between our digipak and advert. The most obvious link between the two was the photograph used, both featuring a light in the same location. This unique way of presenting text was highly effective when presented to members of our target audience, who responded with feedback such as ‘I would buy this album’.
We also used the same font for the words ‘the heydaze’. This was a scratchy font that represents the conventions of the indie genre. As the name of the band, these words were important to highlight to viewers. We used this font, with the words in a specific layout, to create almost a ‘logo’ that would provide synergy across the products.
The combination of the ancillary tasks and the music promo video is important as together they create a whole promotional package that is sold as one product. Therefore we created synergy between the main and ancillary tasks through creating similarities in the products. Specifically, the video opens with a shot of a tunnel and the words ‘the heydaze’ writing themselves across the screen. For this we used the same location as the photograph in the ancillary tasks, and the same scratchy font. Using this as the opening of the video created almost an introduction to the music video that solidifies it as being part of the promotional package.
Overall the combination of our main and ancillary texts worked well together to promote the album. We incorporated synergy and links between the music promo, digipak and advert to ensure the worked together as one promotional package.
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