Overall the ancillary tasks and the music video create a promotional piece, the music video is a visual representation of the music and ancillary texts promote an image of the artist these combinations distinguish the genre, on our case indie.
The synergy created through the music poster, the digipak and the music video follows the theme of love vs hate which adheres to Levi Strauss binary opposition theory. The evident synergy is the constant use of red along with the tinder theme and the font.
On the music poster and the digipak the main image is the phone on the counter top with the blow up dolls tinder profile open. One scene in the music video features an extra showing the protagonists the blow up dolls tinder profile, this connotes the protagonists ex. The use of the tinder profile makes it relatable and realistic for the audience even though the idea of the ex being a blow up doll is obscene and totally unrealistic. Through the use of the tinder profile we also adhered to the synaesthesia created as the constant reminder of red makes us think of either love or hatred therefor it is for the audience to make their decision on the colour theme, again this subscribes to the love vs hate ideology.
The typography we chose reflects the bands image as it is masculine to mirror the bands members. The typography also adheres typical indie paradigms. The font is easy to read yet has a fun element to it as it is mostly simple with the occasional letter haven’t a more slanted edge which creates a creative atmosphere for the audience. The font is sharp and something you would expect on a music promotional pack; especially for a male lead band of the indie genre.
Our digipak CD and possibly music poster will be sold in stores such as popular store such as HMV (traditional media) as well as the online media such as ITunes, Spotify etc (new media). Now days music is usually sold through both traditional and new media as it targets all audiences and is easily accessible for all. Some people like owning a hard copy of an album whereas others might prefer to download- this reaches and meets the need for anyone.
The music poster advert would be featured in an indie magazine such as NME. This is a result of the target audience. The typical readers of the NME as students who follow indie music and musicians. These are our preferred audience. This is a form of traditional media. A form of new media could be that the music poster advert would be featured online. This could include being a promotional post on Facebook or twitter. Both promotions would target a mass audience and would appeal to and reach the specified audience.
The music video would be featured using new media- YouTube, Vimeo and ITunes are example of theses.
These platforms as highly accessible for anybody and is a quick and easy method to view the video. Being free to upload is a major benefit for us as the producers.
Similarly uploading our music video to MTV would create a mass audience that is easy for them to watch as it is such popular channel for any genre and age, we would specifically upload the music video to the “MTV indie Awkwards” channel to cater to our target audience.
Cross media convergence
We used cross media convergence through the use of software: specifically we used Photoshop to create our advert and digipak. Similarly we used the website dafont to find the font we thought would synergies with our promotional pack the most.
Why is synergy important?
Synergy is important because it links the products together and creates a certain image through the paradigms.
The synergy created helps establish an image not only for the band but for the audience. The audience will know from the conventions such as colour scheme, fonts, imagery and more whether or not they will be interested in the product whether that’s a music video or any other media. These conventions will represent the genre and the audience can decide whether they like the image created.
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