We created three products for the Jungle Doctors, this included a music video for their popular song “Late”, a complete digipak featuring two lyric booklets and finally a magazine advert to promote their album.
Throughout the development of the products I felt it was important to create a sense of 'synergy.' The
word synergy means: 'the interaction or cooperation of two or
more organisations, substances, or other agents to produce a combined
effect greater than the sum of their separate effects.' From researching
into synergy I noted that it was key we ensured that all our products
interlinked but also have a sense of individualism.
HOW ARE THE
MAIN AND ANCILLARY TEXTS CONNECTED?
Synergy between the
main and ancillary texts was produced through aligning all the products with
the indie-rock genre. A clear connection with all our products is the focus on
the band, using images of the band emphasised the indie-rock genre through
their fashion, facial expressions and youthful appearance. The focal point of the
main text (music video) is the band, from the performance shots, where they
showcase their raw talents and then in the narrative we wanted the audience to
get to know the bands individual personalities, which is evident when they are seen
messing around and being typical boys. As the main text is all about the band
we carried on this focus in our ancillary text by using visually stimulating
pictures for both the digipak and the magazine advert.
The kooks' album - 'Inside in / inside out'
Digipak:
Magazine
advert:
'The
Kooks' use a similar colour scheme, creating continuity and synergy with
their products. The colour scheme of black, white and red follow the genre
of indie-rock, simple, dark but effective; the indie-rock genre is more about the
music and talent than the design and exaggerate visuals. The image used by the
kooks is the same for the digipak and their magazine advert. These are perfect
examples of how synergy has been used to promote their products.
Creation of
the digipak
In order to make our
digipak & advert look convincing and professional we researched various
real digipaks from the indie-rock genre, we took inspiration from the
following:
When taking photos
for our digipak we soon realised we didn’t want a constructed
picture, we wanted to capture natural shots of the band. In order to do this
while filming we took stills in every location we film at, we positioned the
band in front of a nice backdrop and told them to wait there for several
minutes just talking. The effect of this was group shots of the band being
themselves, pulling natural facial expressions and creating an edgy indie
photograph.
Here is a selection
of pictures we took as potential digipak front cover shots:
The digipak cover
photo was taken on a bridge, overlooking The Serpentine in Hyde Park, an iconic
London landmark. As our band are part of the indie-rock genre we felt that
using a background of locations such as the London eye or Piccadilly circus may
give the impression of a pop genre culture, due to the bright vibrant lighting.
The still image used
was taken on set when filming part of the narration for the video. We felt Hyde
Park was recognisable but with editing could look edgy and ‘cool.’ By using
Hyde Park for our music video, digipak and magazine advert it adds to the
synergy of the products and their interrelation.
INSIDE DIGIPAK
The digipak follows a
theme of the outdoors and nature, as well as, pictures of the band. In order to
make our digipak unique we used the technique of lowing the contrast on the
images, resulting in a faded appearance.
For our band message
we choose a still taken from filming, the image was captured when the band were
in place for a time-lapse, so they were unaware we were taking pictures, we
felt that this added to our natural image. Also, in the background is Oxford Street,
showing busy London and the famous London buses, this adds to the
mise-en-scene, as well as, acting as synergy with our music video.
BAND MESSAGE
When choosing images
for our lyric booklet feature we felt that another image of the band may
distract from the focus on the song and the lyrics. Therefore, we used images
that were taken on locations we visited during filming, by using images of the
sunset and London road I feel it gives off an urban, indie vibe.
LYRIC BOOKS
Synergy between the
digipak and the video was formed through using imagery, we found that a large
majority of the digipaks we looked at different have pictures of the band on
every page. For this reason we chose to use pictures of the locations we shot at
for the digipak, therefore, we used a London street and a sunset, we felt this
set a unique and indie tone to the digipak, as well as, tying it into the music
video.
MEETING THE BRIEF
The task in hand was
to product a promotional package for the album and therefore it was vital to
create a synergistic element between the music video and our two ancillary
products. The idea of synergy within the marketing and promotion of the band is
key to a successful reception of the band’s music which is the main focus of
the promotional package. For example if people are visually stimulated by the
magazine advert then they are more likely to view this music video and then
proceed to buy the album/digipak because all three products feature synergistic
elements which created the initial interest. In conclusion, the use of synergy
between the products and there interrelationship will enable the successful
marketing and in turn sale of the album which is the main aim of the
promotional package.
Our media products:
OUR PRODUCTS OVERALL
Overall, as I look
back on our products as a whole I am very pleased with the outcome, I think our
group successfully worked together and were able to produce high quality,
professional products. I would argue that we created a strong synergistic
element between the products as they all intertwine with each other. I feel our
video is my favourite product, due to the effort, time and numerous re-filming
of scenes we went through until we finally felt it had reached the standard we
had set for ourselves.
During the product of our video we had several setbacks, including; a change of
song and new video idea after receiving audience feedback that our narrative
and song clashed greatly, we changed our idea. Keeping positive we came up with
a new idea and went to London and filmed until the late in the evening, going
all around central London in the freezing cold, with all our equipment. We then
spent several sessions after school trying to capture our band shots. After
more audience feedback and reviewing the footage ourselves we felt they band
shots didn’t look as professional as we hoped for, therefore, we arranged more
filming time and enlisted the help of another friend to play the drums, as well
as, changing the lead singer and location. Finally, we reached the final
moments of editing when we lost all our editing and footage; after no luck it
dawn on us that we may have to re-film and edit the entire video, which
slightly broke us as a group, all we could do was hope. Thankfully, we were
able to restore the editing and footage and the video was saved! When watching
back the video and seeing the journey that led us to the final product I feel a
great sense of achievement. As a group we continued to work together and
remained dedicated to making completely our product to the highest standard,
for that reason I feel out of all three products our music video is my
favourite product.
Our music video:
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