1. How effective is the combination of your main product
and ancillary texts?

2.  The aim of my project was to create a
coherent marketing package for an
unsigned band, which includes a music
video, digipak and Album advert. The
products were supposed to be linked
through a house style, in order to
promote the band successfully by
providing an identifiable brand image.

3. Fonts
For my print products I decided to use just one font, ‘star avenue’. From my
research I found that ‘Florence and the Machine’ have one single font that
they use for the title of their band throughout their products, as they are
extremely well know within the indie genre, I took this idea on board, and
implemented it onto my own work by using the same font throughout each of
my print products. I felt that it created a house style for the brand, and would
be a promotional technique in the sense that the target audience would
easily recognise the band through the use of the same font.
The font ‘star avenue was chose by my
target audience, I narrowed down a
selection of 5 fonts that I felt suited the
indie genre. I then asked my target
audience which they preferred. As the
chart shows, star avenue (font 4) was by
far the most popular, so therefore I
implemented the font onto each of my print
products.

4. Font continued
 From the examples shown below, it
is clear that within the indie genre,
fairly simplistic block text in white is
a common theme that runs
throughout the marketing packages,
this also had an influence on my
decision of font for my print work.

5. Lighting
Throughout the narrative section of our video
we have used natural light. From our
research into other indie music videos, we
found that the majority used natural light in
order to create a realistic vibe. Throughout
the indie genre there is an emphasis on
creating a very realistic, laid back vibe, rather
than using false lighting in false settings, so
we conformed to the redundant theme.
Throughout our performance
element we also used natural
lighting. We wanted to create a
sense of continuity throughout the
video, so we felt that by using
natural light throughout the whole
video would allow us to do this. By
using natural light it allowed the
performers to be shown as clear as
possible, which links in with
Goodwin's theory of promoting the
artist.

6. Lighting continued
Due to the fact that we have used natural lighting throughout the video,
we wanted to do the same with the photo shoot for our print work. We
therefore took shots outside in order to promote the sense of simplicity
and to allow us to create continuity throughout the package.

7. Props and costume
 As we are promoting an indie band, we wanted the actors and
performers throughout the marketing package to be dressed
accordingly. As our theme for the video was a road trip, this
meant that we did not need any specialist clothing/costumes.
However as a group we decided to dress our actors/performers
in clothes that connote the indie style and that our target
audience would wear themselves. We thought that this would
appeal to the target audience, and give off the simplistic, laid
back vibe which we wished to connote through our marketing
package.
 We also used a guitar throughout the majority of the video as
we felt that this is a typical connotation of the indie genre. We
also spotted that guitars are used throughout a vast number of
indie music videos, so in order to conform to the genre we felt
that the prop fitted perfectly.
 In our research we created a list of the props/clothing that we
wished to use within our music video in order to ensure that we
did not forget anything and that we were set for filming.

8. Visual Theme
 Within the indie genre, it is very common to connote a sense of
‘old school’ style. So throughout my marketing package, I have
tried to create a sense of this style by using sepia/vintage filters
on each of my products. I feel that this creates a sense of
continuity throughout the pack and also conforms to the
redundant ideology of the genre. I feel that the ‘old school’ style
has also been carried through the text I have used and also
through the camera shots/angles.
 Also by using an image of ‘High Vinnels’ (the setting in which
we filmed the music video) on my disc in the digipak I feel that
this has continued the natural theme throughout the pack in
order to create more continuity.
 In order to ensure that I had created a strong visual theme I
gained feedback from my target audience. They felt that I had
managed to create a strong sense of continuity throughout my
package, and that all of the products worked well together in
order to create a professional promotional tool.

9. Marketing and Brand Image
 In order to create and effective brand image, you must ensure
that the band has a significant feature/s that separates them
from any other band. This in itself is a marketing technique as it
allows the band to be noticed for their own brand which will
promote them to their target audience.
 Walter Jon Williams believed that the genre of the music is just
the start of the marketing cycle. The way in which the product is
packaged and promoted has a large affect on depicting who the
target audience for a band is.
 As I have tried to make all of my products coherent in order to
promote an indie style to a ‘young’ target audience, my products
therefore appeal to this target audience, however if I had
created my products centred around an elderly target audience
I would have used different conventions in order to market my
products accordingly.