Question 2: How effective is the combination of your main product and ancillary texts?

We wanted to create a really strong identity for our artist. We had 3 platforms to do this on, the music video, the website and the album cover. By using synergy and cross-platform techniques, we've created a strong brand which will be associated with our artist. This has also meant that all 3 artifacts are obviously related with no stand-alone products. With this in mind, I'd say we've created a pretty effective combination of our main product and ancillary texts.

Real life example of a marketing strategy
Calvin Harris is a really good example of a very effective and synergistic campaign across multiple different platforms. Below, I have made a Padlet exploring some of his techniques.

Created with Padlet

Our Artist's Identity
Our artist's identity is prominent throughout all 3 products. Orlando's personality is a selling point as people find him likeable and would want to be friends with him. However, this personality was settled on after reading over Richard Dyer's 'star theory' which states that a star is a created image rather than a real person. With this in mind, our group worked together to try and create a personality for Orlando that his audience would like. Below, I've made another Padlet summing up Orlando's identity and references throughout our campaign.

Created with Padlet

Synergy across our campaign

Ray-bans on the store

We have multiple points of synergy across our campaign which help to link to whole campaign together and in general make the combination of our 3 artifacts more effective.

A close-up of the glasses in the video

The Ray-ban Sunglasses were the most obvious point of synergy across all 3 campaigns. The glasses were a great idea as not only did they add to Orlando's character but they also served as something memorable to associate with our artist. Orlando wears them throughout the music video, on the front cover of the album and in the majority of photos on our website. In addition to this, the glasses are available as a product on our website.

Our website header

Our logo

Our logo was kept consistent throughout the marketing campaign. We only had 1 logo for Orlando meaning that whenever any instances came up for a logo to be used, it would always be the same one. This resulted in the website header and album cover sharing the same logo. This was something that looked very effective and also ensured that our audience wouldn't get confused when relating the album to our website. We also used the logo on our branded merchandise. This is very similar to the way Calvin Harris does so as I talked about above.

Branded merchandise on the store

The colour scheme was kept largely the same throughout the campaign. Our campaign was generally based around a blue, white and black colour scheme, something which we did not deviate from a whole deal except in the music video which was made in the multi-coloured colour scheme to signify the sun going down rather than Orlando himself.

The colour scheme of the campaign

Reach & Appeal

Launching a new artist is hard but if there is both a reach and appeal to the marketing campaign, the artist is far more likely to be successful and sell more. In relation to our artist, we used multiple methods to both reach and appeal to our audience. Below I've constructed a Prezi on how we do this.