1. Evaluation2.
How effective isthe combination of your main product and ancillary texts?
- Do they look like what they’re supposedto?
Yes,though I think the videocouldhave a deeperconceptand representthe origins ofurban
culture a little bit more whetherthat be through actors, location or prop I do think I works well to
representdance and youth culture.By usingsettings and mise-en-scenesuchas beaches,clubs,
bars and festivalsI have conformed to the conventional surrounding ofdance culture and modern
ravers. Though some contemporary videosare centredwithininnercity locationsthe vast majority
still operate in party islandssuch as Ibizaand in my instance Falaraki.
The Digipack in conjunctionto the industry standard conventionsof Dance digipaksfit the part
very well,interms of layout and organisation. By stylisingthe name of the artists to create brand
identityand recognitionputs the digipakin a very high place amongst the other conventional
dance digipaks.This is simultaneous withthe Magazine Advert as well it displaysall the
conventionsand more of what an audience wouldexpectand want from a Dance magazine
advert. Both the magazine and digipackfeature the artists name and iconicimagery withinthe
centre of the piece making it boldand eye-catchingas like many otherartist do in all other genres.
In additionto this the crisp finish created by Photoshopand endlessfine tuning,nit picking on
both the magazine and digipak helpsthe products to look professional andindustry standard.
Whenconsideringreal mediaproducts incomparison to the magazine and digipakthe onesI have
created do look“like they’re supposedto” and the bits that may differfrom the standard
conventionsof what they’re supposedto but they only add finesse anddifferentiate themfrom
the masseswhich is vital in such a competitive industry.
- Does your work resemble real mediaproducts?!
Yes,whenconsideringreal mediaproducts I believe that my work does resemble that of an album,
magazine ad and a videoof the genericmediaproducts today. Despite how I have challenged
many of the conventionsofreal media products withmy radical unconventional choice in actor,
costume,makeup and concept there is still clear distinctionthat my videodoesin essence
resemble that ofreal media products. IfI was to change elementswithinthe piece to suit the
standard ofreal media products I wouldchange the camera I was usingbecause I believe thatone

2. thing that really separatesmy videofrom the norm within the music industry isthe fuzzinessand
pixilationofthe image due to type of camera and lens.This distances my videofrom the industry
standard as it looks more home filmedthan resemble professionallydone mediaproducts.
Whenconsideringmy ancillarytasks I do believe theyare more representative ofreal media
products than my musicvideoas theyare crisper,sharper and look more professional. When
displayedagainst real mediaproducts like below it think theyresemble many of the other albums
and magazine ad. After interviewingpeople whethertheycoulddifferentiate betweenmy
ancillary tasks and real media products theyfound it hard to separate them by any other means
than they already knewor had heard of the artist withinthe other magazine and albums. By using
sexualisationthroughlips and the mouth there is a clear resemblance to albumsand artists that
have also usedthe mouth to conveyemotionand sexualityalongwith establishingbrand identity.
For example,historical bands such as the RollingStonesuse female lipsas their main brand
identityand connote theirsensual and seditiousvalues.
https://www.youtube.com/watch?v=P3CxhBIrBho – Basshunter:All I everwanted.
- Do they all looklike they’re all part of the same product?
Yes,there are clear similaritiesbetweenthe album,magazine ad and video.By establishingthe
brand identitythroughout the three piecesI have createsa clear linkthroughout. Audienceswill
findit easy to respond and findthe album cover through the use of the magazine and in addition
to that will be able to recognise the artists and the album through the music video.All three pieces
have clear linksto the artists despite the fact withinthe videothe artist isnever shown.This is
replicatedthroughout the ancillary tasks as audiencesmake a more meaningful connectionwith
the brand identityof the lips and the female as theyare more memorable than a simple face.

3. The use of the logowithin the videohelpsto audiencestofinalise any unsure assumptions to the
video,album and the magazine if it was not reinforcedby the cut offsof the motif“Whatthe
Fu*k”.
However,if I was to improve this I couldhave possiblyincludedthe actress of the motifwithin the
videoclip and/ or the artist. However,ifI was to give the actressesface away entirelyaudiences
are more likelyto identifywithher rather than the actual artist. This wouldalso draw away from
the sensualityofthe brand identityand the connotation with lips.
- Do the colours/images/text/locations/actors/propseffectivelyrepresentyour genre?
The genre that I decidedto do isvery diverse and as I have mentionedbefore inmy blog it has a
representationforallowinganything to go but is mainlycategorisedon the music,not the video.
For my ancillary task I wouldargue that the combinationsof colour,texts and actors where used
correctly to representthe dance genre.By usingsharp colours such as blacks and whitesit gives
the presumptionofnight clubs,dance tents, festivalsand othernight time techno past times.In
additionto thisthe colour scheme of the piece is vital whentrying to representthe musictype and
beats withinthe song. As the song I have chosenisn’t soft dance,using saturated colours is

4. essential to displayto my target audiencesthe harder beats of the music. In additionto thisthe
colours usedwithinthe videohighlighta more psychedelicfeel which isrepresentedinthe colour
scheme and imagery in the digipak via the greens,purplesand otherUV colours all exclusive to
the Dance genre.
Props such as shots, smoking itemsand drinks all represent the Dance genre and embodythe
themesof spirituality,freedomandyouth. This coupledwith the locationwithin the videohelpsto
re-establishthe genre ofdance and reinforce the genericthemes.The use of exoticlocations
conforms the true representationofthe genre of dance by presentingan idealisticsituation/
environmentforurban culture to rein.
However,withinthe music videolike previouslystatementI do believe mychoice of actors
challengesthe conventionsofthe dance genre and test the foundationof what it is proposed to
represent.As I wanted to representreal women and people withinmy videoI detracted from the
idealisticperceptiondance createsof body, soul and lifestyle perfection.IfI was to truly represent
the genre fullyI would have used slim,tall modelsthat embodythe ideologyoffree love and
sensuality. In hindsightthis may seemlike a good decisionto use idealisticmodelstobe able to
engage with the male audience,but by usingreal life modelsI have separatedmy videofrom the
massesmaking it more likelyto be a focal point for active audiences.

5. -Do they promote the artist? Attract audience attention?Encourage people to lookinto them
more and ultimatelypurchase the album/watch the vid?
Overall,as I unitI do believe theypromote the artist and encourage audience attentionthrough
simultaneousbrand identity.Withan evergrowing global societyof dance,audiencesare more
likelyto connect withthe brand/ logothen the artist personally.For instance:CleanBandit, use
the symbol of a triangle to representthemselves.Inadditionto this, so doesartist like Bastile,
Enter Shikari, Alt –J etc… (loads of bands have it)
Whenconsideringthe purchasing powerof the three products combined,one couldargue that
they do have sufficientambiguityto warrant beingpurchased, lookedup or watched. By not
providingthe audience witheverythingall at once and leavingsome enigmato the artist active
audiencesare more likelyto purchase as a desire to know more. This isespeciallytrue for the
magazine advert as it givesthe audience everythingtheyneedbut not necessarilyeverythingthey
want e.g- Tour dates. The conventional musicvideomay alsoprompt the audience to look into the
artist which is made easierwith the additional links to websitesat the endof the video.
-In conclusion.
Personally,as a combinationof work, I do believe thatas a joint unit that my ancillary products
(Digipakand Magazine Advert) and my music videowork very well.In my opinionall 3 products
define andconnote the genre that they belongtoo and strongly convey the origins and themesor
dance and youth culture. The use of a single signifierbetweenall 3 products conjoinsthem and
unifiesthemas an entire body of work, allowingthem to work effectivelytogethertopromote the
emblemofthe artist and the artist himself.