Evaluation Q2: How effective is the combination of your main product and ancillary texts?

We created our main product, the music video, and the ancillary texts, the digipak and website, with the intentions of creating a synergistic marketing campaign which successfully markets the band's identity and effectively sell our products to the target audience.

Band Identity

According to Richard Dyer's Star Theory; 

• 'Stars are constructed, artificial images, similar to any fictional construction - even if they are represented as 'real' people or authentic musicians'
• 'Stars are manufactured by the music industry to serve a purpose - to make money out of audiences, who respond to various element's of a star's persona by spending their money'
• 'Stars represent shared cultural values and attitudes and promote a certain ideology'
• 'Stars can provide audiences with a focus of ideas of 'what people are supposed to be like''

We used his theory throughout this project to create a star image for our band through the use of costumes, personalities and also the three media texts as we felt that a band identity was vital for our campaign to be effective. 

I looked at Jess Glynne's marketing campaign to draw inspiration for our own marketing campaign. She had a really successful and synergistic campaign. I have analysed it in detail below:

Although all three products stand to promote a different product individually, they have to work together and be synergistic in order to promote the artist and to persuade people to dedicate their time and money into it. Below I have embedded a Padlet showing synergy across our own marketing campaign:

Created with Padlet