Introduction to A2 Coursework

My name is Amber Mota, candidate number 9114, and for my A2 Coursework I am in Group 1. I am working along side Shayam Utting (candidate number: 9164) and Alistair Price (candidate number: 9137) to create a music video. The links to my work are on the right-hand side and are entitled: A2 Research and Planning, A2 Construction and A2 Evaluation.


'Trip Switch' By Come What May



'Trip Switch' By Come What May

Front Digipak

Front Digipak
Front Digipak

Inside Digipak

Inside Digipak
Inside Digipak

Our Website - Please click the image to enter site

Saturday 30 January 2016

Evaluation Q2: How effective is the combination of your main product and ancillary texts?

In order to create a strong identity for our band it was necessary to create a cohesive and dynamic marketing campaign that worked effectively in combination. To do so, we have practically applied wide range of media theories and principles in order to construct 3 products that work in symbiosis.

Brand Identity

Firstly, we wanted to ensure our brand identity, was realistic, interesting and easily expressible through our music video and the ancillary texts.

Naturally, when deciding upon the key representations of our band, we looked to previous similar artists for inspiration. Although I initially felt this was un-original and un-inventive, after having read
Fuchs' (2010) essay on critical theory in the media, I came to understand that "integration and unification does not mean that difference is abolished at the expense of identity."It rather means that "old elements are preserved and elevated to a new level."

In terms of artist identity, I feel this means that new musicians will always have influences and inspirations and this will be reflected in their image. This suggest that nothing completely new is produced and instead, modern day artists are just a regenerated and modified versions of the same thing.



Having drawn to this conclusion, we used this theory and a wide range of references to strengthen the representations and connotations of our band.



We also created this word compilation diagram that highlights the key elements of our band's identity and their primary selling points. We have referenced Dyer's Star Theory to ensure that we depict "an image (not real people) that are constructed out of a range of materials, concepts and beliefs."



We then had to think beyond just deciding upon the representations and plan how we would be able to connote these denotations to the audience. Below, I have created a detailed case study of Arctic Monkeys and their methods for the creation of their identity.


Much like Arctic Monkeys, we used a multi platform marketing campaign to heighten the anticipation around the release of the new album. Furthermore, we also took a lot of inspiration from their powerful album cover that contained a wealth of strong semiotics.

However, Arctic Monkeys are a very well known and established band, meaning that their influence on my project was limited. Therefore, I have also created this Prezi below that outlines the marketing and branding of 'Catfish And The Bottlemen' and their debut album 'The Balcony'.


Despite the limits of the school-based project, we have tried to compose a detailed and cohesive marketing campaign that utilizes the ancillary texts in order to strengthen the brand identity connoted in the music video. In addition, through the use of minor detailing and extra social mediums we have managed to create a cross-platform accessible campaign that would be effective for introducing 'Come What May' into the current music industry.

Here is a detailed mood board of the constant synergy between platforms:


Overall,  I think that my 3 products work very successful and symbiotically. In addition, due to the engaging and extensive nature of the campaign, we have been able to solidify our brand identity and consistently present that to our audience. Furthermore, through the constant release of new content that links to the texts, we are able to create awareness surrounding our band and then interest, anticipation and desire for the album, through the publishing of the music video and album cover on the website.

No comments:

Post a Comment