The 1st way we have created synergy in our group work was by using leopard print in some part of each product. For example, in my album cover, I used leopard print as the background. Other ways we've used the leopard print has been in font, clothing (Olivia's dress on the album back cover) and as a replacement on the green screen in our music video. I feel that using the leopard print allows the audience to remember the artist easily and it becomes an artist 'trademark'/print or logo. Therefore, by seeing the leopard print in the video/digi pack, the audience would automatically know who the artist is.
The next thing we decided to do to create synergy was to use the same font and colours on most products. We decided to stick to the gold/cream/orange colour scheme and in a elegant font called 'Zapfino'. The use of golden colour and 'swirly' font creates a sophisticated theme. I feel that this would attract our target audience of 13-25 year old women. However, on our magazine advert, we decided to use slightly different colours and a slightly different font, to catch peoples attention. The image is similar, therefore, the reader will see the image and read on to see what the advert is about.
Another technique we've used to create synergy is by using the black and white effect. We've done this on the majority of the music video which has given it a look of simplicity, calmness and elegance. To follow this theme, I've also used it on the background of my album cover and on the entire back cover for the album.
Another small thing we've done to create a synergy, is by reflecting the main image or text on our products as the album name is 'Reflection'. For example, on my album cover i've reflected the album title. I feel that this fits in extremely well with the album name. It is also a unique and effective technique we have used. On the advert we have also reflected the main image to stick to the theme.
Finally, we've decided to use similar photographs for each product. Most photos we took were a low angle, medium/medium long shot of our artist. The use of the low angle allowed our artist to have power and become more dominant. We also took a few high angle shots and mirror reflection shots as they fit our album name well. For my album cover, I decided to use a medium close up image of Olivia looking over her shoulder into the camera. This created a sense that she was walking away from something or turning her back towards someone, which links with the lyrics in our music video. By using all these techniques, we have created a media synergy within our products and have also created a brand identity.
CROSS MEDIA MARKETING- form of cross-promotion in which companies use a variety of media platforms to promote their product.
For our work we have used 3 different types of marketing; our music video, our album cover and our magazine advert. By using these different types of media, a brand identity and public awareness for our artist will increase.
If I was to expand my media products to create a wider brand identity and cross media marketing, i'd:
- advertise our artist on TV using TV Spots, album adverts or air play of our music video.
- get advertisements on buses, taxis, underground tube and on bus stops.
- advertise our artist on the radio through radio ads and radio air play of the song.
- create a clothing line such as a limited edition clothing range or merchandise.
- create a doll of the artist for the younger audience.
- create a website : www.withloveamelia.com
- possibly create a perfume range by the artist
- QR Code to direct people straight to the artist website
There are many different forms of promotion and marketing, however I feel that the 3 forms of marketing that we used would be the most effective as they would be distributed quickly through the internet on websites like YouTube and social networking sites and through local stores.
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