Final Products

The video and images below display the final design that I together with my group have created for the music video, digipak and website. The website can be accessed through the use of the link ( http://matthurtwood.wixsite.com/ink-white).

Evaluation Task 4: How did you use media technologies in the construction and research, planning and evaluation stages?

In this presentation I will discuss the different ranges of media technologies that I have used during the research and planning, construction and evaluation stages of my music video, digipak and website. 

Evaluation Task 3: What have you learned from your audience feedback?

In response to evaluation task 3 I’ve created a presentation that clearly outlines the different thing that I have learned from audience feedback and how I used audience feedback throughout the creation of my music campaign.

Evaluation Task 2: How effective is the combination of your main product and ancillary texts?

In order to elaborate upon evaluation task two I’ve create a video that displays the effectiveness of the combination between my main product and ancillary texts. Furthermore I've create a reply to evaluation task two in a written format below the video.

Our group created a music video, digipak and a website in an effort to create an effective PR campaign for a musician named INK-White. In our opinion a successful PR campaign possesses a distinct theme across all of its products that aid it in bringing attention towards the artist. Furthermore cross-promotion of all products allows audiences to obtain more information about the artist and become fully involved in the artist as a construction, commodity and ideology. Due to this we built a distinct theme of cross promoting products that gathered the attention of our target audiences towards our synthetic artist.

When beginning to construct our products we chose the target audience of males aged from 20-25. The genre of our artist’s music is House. We looked into the music campaigns over other House musicians to grasp the conventions of this genre. We analyzed artist such as Major Lazer and Swedish House Mafia. Both of these artists are synthetic musicians with enormously successful campaigns. Furthermore we based our decisions around the star theory of Richard Dyer and synthetic theory of Keith Negus. All of the following has helped us shape a constant theme throughout our music video, digipak and website.

Primarily we portrayed our musician as a beautiful girl. In our music video we dressed her into to two diverse outfits and used two varied types of makeup to bring out her looks. To insure that our musician’s beauty was portrayed identically throughout our ancillary products we used photos created throughout our music video shoot on the webpage and digipak. Furthermore images of our beautiful artist on the digipak and website direct the audience towards the music video where she is portrayed over a lengthened period of time.

We utilized cross-promotion by placing the music video within the digipak and on the homepage of the website. Images from the music video placed strategically around our website further bring attention towards the music video. Continuing a link to the website is given on the digipak so as to cross promote the two products. In short all of our three products are interlinked in a way that allows audiences to access each product by being introduced to just one.

Another successful segment of our theme evident throughout our products is derived from Richard Dyer’s star theory. The theory states that the artist should both be present and absent. By principle this should create a craving in audiences for more content by producing a notion that they do not fully know the artist. In our music video this is evident through the artist being present only in certain segments of the video and at times detached through the use of screens. In our digipak this is shown through the artist being absent on the inside covers. On the homepage of our website this concept is further applied through an image of our artist that is looking away from the audiences. In our opinion this creates a sense of presence and absence conforming to the theory. Our three products are effectively combined in use of this concept.

In an effort to appeal to our target audiences further we wanted to construct our artist as rebellious, in control of her life and a partier. The lyrics of the song from the music video aided us in building a ground layer for this construct. In the music video we have shown our artist to be a rebellious partier through performances of dancers and the artist herself. We strengthened this portrayal through the use of black and fades supported by more images in the music videos theme on the website and digipak.

When designing all three of our products we also used a juxtapose that would subconsciously connect the three products together on a different level and promote all the aspects of the artist. In all of our products the theme is smoke and black which juxtaposes the name of our artists that is INK-WHITE. This juxtapose is broken on purpose within the music video when the musician is shown in white on a white background. Our group wanted for that element of the music video to be especially enticing even through being simplistic. The alternate segments of the music video work in combination here with the website and digipak to bring attention towards those elements.

Finally the website we’ve designed allows for audiences that have taken interest in the artist by viewing the music video and digipak to look further into the artists futures by reading about the artist and looking at planned tour dates. This is another way in which all of our products are linked together.

In conclusion our three products work in combination to generate an effective music campaign. This can be seen through the presence of numerous themes present in all products, numerous types of cross-promotion and use of Richard Dyer’s and Keith Negus’s theories in the creation of all three products. Our group created a definite music campaign bound by pillars in the form of the music video, digipak and website. Therefore to ultimately answer the question, our combination of our main product and ancillary texts is superbly effective.

Evaluation Task 1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

In response to evaluation task 1 I’ve created a presentation that clearly outlines the different ways in which my music campaign uses, develops upon and challenges the forms and conventions of real media products.

Music Campaign - Final Feedback

The following video represents the final feedback our group has received on our music campaign as a whole. We plan on utilizing this to make final refinements to all of our products and alter any necessary segments of our campaign. After displaying our campaign to the audience the primary thing we have been told is that our products link together really well. After that it has been pointed out to us that our campaign appears to be concentrated around the music video. We have been pleased with this feedback as we have indeed created our ancillary products with the intention of promoting our artists new music video.  Continuing we have been told by one member of our audience that if they were to see one the three products they would be interested in seeing the others. This has been another positive feedback we have received. Interestingly it has been pointed out to us that our website and digipak effectively display contrasting colour schemes like our music video. Prior to being shown the final outcomes of the website and digipak the audience has told us that the rough drafts of this products have become to dark and unlike the music video. Therefore our group has been glad to here that we have fixed this issue by applying feedback from earlier. Finally members of our test group have stated in various ways that our campaign as a whole is visually appealing. Overall this feedback has taught us that we have successfully created a music campaign that satisfies our target audience and others. Therefore this is the last feedback that my group has received and after altering some small elements I am happy to say my group has completed creating the music campaign.

Digipak - Final Design