1. How effective is the combination of
your main product and ancillary?

2. Synergy
• First of all it remains crucial that music videos, digipaks and adverts all share a
common consistent theme. This not only improves the marketing of a product
but it allows the artist to essentially become a “brand”; also by establishing a
common theme allows the artist to be associated with their desired
genre/style of music. For the consumer a consistent theme also allows each
and every product to become associated with one another. An almost
arbitrary theme does not tend to market well as it proves incoherent to its
desired audience, so in turn the album doesn’t generate enough profit. It’s
vital for a theme to be appropriate and consistent as this leads to a successful
marketing device which then appeals to its target audience. When planning to
produce our digipak and advert we soon established that a clear and regular
theme was key to creating an effective digipak and advert.

3. Example of an existing artist (Ben Howard) use
of a common theme
Website home page
Screen shot taken from his music video

4. Logo
Merchandise

5. Album cover
Album advert

6. Impact of the theme
The previous 3 slides are all examples of the consistent theme used to
market Ben Howards album. Firstly a common factor used within all aspects
of his products is the use of an outdoor naturalistic setting, which in this case
appears to be a sea-side location. This remains a coherent and appropriate
theme to use at it represents his “simplistic” style of music and focuses on his
natural talent as an individual artist. The use of this simplistic theme also
occurs again on the website homepage where a neutral grey colour is used as
the background colour which again fits in with the “true-to-life” theme but
allows the font and artist logo (both simplistic and written in bold black font)
to stand out. By keeping the logo simplistic allows it to be used on each form
of media at it proves fitting for each of the album, advert and website.

7. Creating our digipak and advert
• when in the process of crating our digipak and advert we also used
common themes of the indie genre (outdoor setting, natural
colours, casual clothing etc.) as without using these we would possibly
run the risk of our genre becoming unidentifiable.

8. Final digipak

9. Final Advert

10. Outdoor Theme
Screenshot from music video Front panel from digipak Advert Image
We consistently used an outdoor theme throughout our music video, advert and digipak.
During the research stages an outdoor setting was used in numerous indie style music
videos, digipaks and adverts used by artists such as The Vaccines, Ben Howard and The
Maccabees. Our main reasoning for using an outdoor setting through out all three products
is firstly for the audience to become familiar with our bands “style”. And finally a simplistic
real-life setting highlights the bands natural talent with no need to over glamorize anything.

11. Font
Font taken from advert
Font taken from digipak
Our choice of font differs between our advert and digipak. Although we used the same
consistent colour (black) which tends to go with any theme I believe in retrospection we
should actually keep our choice in font consistent throughout all of our products otherwise
you tend to run the risk of a theme becoming disjointed and loose the familiarity the
audience has with the product.

12. Colour scheme
Digipak panel Advert Music video screen shot
Throughout all three of our products (music video, digipak and advert) we almost stuck to the
“outdoor theme” regarding our choice in naturalistic colours. We chose an autumnal colour
scheme which reflects the mood of our choice in song making it a logical decision. Again this
also allows the audience to associate all three of our products with one another thus making it
both a successful yet suitable marketing device.

13. Brand image
Digipak Advert Music video screenshot
Our main brand image throughout our digipak, advert and music video is really using the
band as a whole. This particular method not only allows the audience to become
accustomed to the band but in turn also showcases the band and their musical talent. Our
choice of mise-en-scene also has an impact on our brand image as we consistently use
acoustic guitars, casual clothing and an outdoor setting to form our simplistic yet talented
identity for our target audience to recognise.