Question 2
How effective is the combination of your main product and ancillary texts?
All of the text created as a promotional package work well together to try and get the audience to recognise the band with a synergic theme following throughout to create band recognition. Within this package each of the texts have an individual purpose; the main text is the music promo that promotes the band and their song/ songs in which promotes single/album release. Involves them or their key images/themes in the video. Secondly is the advert that will again promote the band as well as their new album release. Lastly the digipak which can also be known as an album is linked as it will relate to the posters advert that is promoting the album but again gaining the last recognition to be the band from a certain video. It’s important to synergise the three is by using similar images, colours themes throughout.
For our video, the theme is Bonds but to connect the texts; advert and digipak we had to include the three artists in the band to synergy, the texts together. As well as this to signify the theme of Bonds, we had the male and female actors together in a montage of images. Moreover a theme throughout is the split screen effect therefore for the digipak on the CD we had two colour to signify the similarities and contrast how in the narrative it is different between the male and the female. Additionally the poster and digipak link as they had the same background as the front cover on the digipak as well as using the same images so that the audience can remember the audience through a few key images. Furthermore, we kept the same text style throughout alongside the same colour for all the KACIA texts to synergies the texts as well as develop on a brand image through keeping it the same in order for the audience, to clearly recognise who the artists is. Other ways we have created links are the colours and clothing choices through having the main artist wearing the same clothes to give a synergetic link throughout, alongside this the music promo and digipak have a key prop link as we have Polaroid’s in both the video and on the digipak to give a good recognition.
How will we exhibit our texts to the target audience as well as considering how it will promote the band?
There are many ways the consumer access to the text, which can either be traditional methods or digital distribution. This can also be seen as new or traditional media, but there are different advantages and disadvantages of using these. The customer will see the texts such as the adverts on walls on the street or around a building (record stores,) in magazines to gain recognition, however as not many people use of traditional media it may also be put out on social media such as Facebook, Twitter, band websites and so on to promote the product. Similarly when exhibiting the music promo its traditional media would usually be on music channels such as 4music, Box (Box+), Kiss, Capital TV, Now, VIVA, Magic, Heart, MTV and Kerrang for rock/ indie music. However for new forms it can usually be found on YouTube and on social media pages.
The advantage of using new media is that it can reach a large target audience as most of the younger generation are into music and keep up for the trends and new music/ album releases, therefore they will use new media as a way of finding and listing to music. Also the target audience will follow an artist or a band on Twitter/Facebook to find out any new releases of songs, albums and tour dates. However the issue with this is that not everyone has access although a large number of people do it may not reach the people that do not keep up to date with the information. Similarly there are music channels but not a large number of people watch music channels as they may watch it on YouTube or on sites such as Spotify and Sound cloud.
However the issue with this is that some times when releasing a video it may be might be introduced on traditional media forms first therefore it may be seen in magazines such as Shout, We (heart) Pop for the younger teens and in Q and gossip magazines for the adults. As shouts 6 monthly figures are reads are 37,839 whereas Q’s are 44,050 that connotes how the Adults target market for this genre is more popular than the teenage target. With concerns to genre, as it is normally Rock and Indie fans that typically are more interested in traditional styles of media as there is not as much regular update in the genre in which for pop, dance and R&B that is usually seen on new media, as there are not singular genre magazines for these genres.
Additionally, after the figures from 2015 it was clear that the number of reads in 6 months had gone down by 12.2 for Q. But for Classic Rock that had 51,219 reads had only gone down by 5 in which connotes how the Rock genre is still using traditional forms to of media to exhibit a product unlike the pop genre as it is becoming less know for that. Therefore, the figures for magazine reads in Q magazines have gone down due to the exhibition now done through social media sites especially as it is a cheaper more popular source. For example YouTube is usually used for single releases similarly with music channels whereas magazines and Facebook is for posters and iTunes and HMV are for distribution of the Album.
Our genre being Dance Pop, needs to be exhibited on multiple platforms to gain the most recognition therefore the use of traditional media will be music channels such as Capital, 4music, Chart Show TV, Box, MTV and Kiss as they are popular to the audience who watch the UK official top 40 or even BBC’s top 40 chart that are usually played regularly on music channels but because our target audience does not have a magazine where it can be seen for our older young generation would not use magazines like Shout.
To exhibit our video on a music channel I would ensure that it is used on 4music as that channel is free and can be seen through signal, Sky and Freeview whereas other channels are not seen. This can be noted as the average daily reach between the 12th and 18th of December for 4Music is 774 whereas a paid channel such as Capital is 87 for their daily reach. This connotes how using the free channel we are more likely to be noticed with an average more viewings of 687. Additionally, this channel is appropriate for the younger generation within our target market as well as our young adults therefore would be a perfect channel to exhibit our video.
There are not any music channels in our target audiences that also have a magazine therefore we cannot link them both together. Moreover, when promoting our digipak, it can be promoted in HMV as a poster, stand with the CD’s in. I think this is effective because it can then stand out when being exhibited compared to all the other CD’s as you would need to know of the artist and look for them whereas with this it allows the audience who may not even know of the artist to see that they have a digipak out.
Through buying the product in stores such as supermarkets and HMV there is more chance to get deals and offers as well as a larger chance of an impulse buy. Furthermore the benefits of buying digipak traditionally is that there is usually more on band information whereas buying online and receiving a digital digipak there is not regularly any extra information. In addition other disadvantages for the audience is that the cost of a digipak in store is more expensive however they are gaining extra band information. Also it can be quickly bought whereas when ordering it online you have to wait for it to arrive. Additionally another drawback is that when targeting you cannot reach a larger areas with just traditional media as the target does not have many magazines for it to reach, and it would need to be the people who go shopping to see the advert in a record shop/store.
For exhibiting on new media we would use KACIA’s website so that the dedicated fans can look on the website to get the link to iTunes or Amazon to buy the digipak as well as the audience being able to see the poster and video on their website. Additionally other ways to use new media will be Facebook as we can reach a large part of our audience as well as have our poster and video promoted together on the KACIA Facebook page. The drawbacks of exhibiting the texts on their website is that not all of the target market is aware of KACIA’s website however it can be useful to keep it updated so that they can be recognised for releasing new music.
The advert can be exhibited on Facebook, Twitter and www.KACIA.com as posts they have put up or pop up ads that come up depending on the audiences recent search history so that it is targeting people that are interested. However the issue with this pop up advert is that it can be annoying for the audience who receives it. Moreover for the use of exhibiting the digipak it can be put our through Spotify which is popular with our target audience (young adults) however not all the audience will have Spotify although it is free it may not be accessible to all audiences. Furthermore it can be bought on Amazon where we could have a digital digipak however when disturbing the digipak on iTunes there is no digital download of the digipak. An impact of new media is that not everyone has iTunes therefore to also distribute the digipak it may be best to also have it on GooglePlay app so that area of the audience can download the digipak. Lastly a downside to new media is that not everyone has the space on their phones, tablets or Computers so do not download the product.
Through using both traditional and new media we can easily promote the band in multiple ways so that they can be recognised easily. In which promoting them on popular forms can be effective because it is getting them recognition and creating a synergetic link as the audience may see the poster in a magazine and the digipak on iTunes as they would recognise the colour theme as well as band images. Due to the use of new technologies, the audience can now save the song to a playlist or even pre-order the digipak online on their phones, in which is using new media to receive the digipak rather than just a download.
All of the texts are distributed on multiple of traditional and new media link well because of the text style it can be. Therefore, clear to the audience, as they will see the KACIA font on the poster in the same colour as what is on the video as well as the digipak creating a clear synergetic link to build on the brands recognition. Moreover due to the images and, mise-en-scene choices such as characters and clothing choices being the same as what is in the video with the digipak and advert can make it clearer to the audience as they will be recognised for a certain thing. Similarly the Rolling Stones are known for their lips and tongue image that is then used in nearly all of their texts they can be recognised on the new and traditional media forms, an example of this is for their come-back after a decade they have released a small advert that is seen on YouTube adverts and pop-up adds so that their audience can recognise who the band is.
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By Jessica Eady
