Through my research i can conclude that conventions of a overall brand includes coherence over the differing media platforms, the magazine cover, digipak and video will use the same images, fonts and even mise en scene to make the brand easy to identify for the audience and promote the brand more efficiently; a convention established in retrospect after researching into both. Illustrated on my blog here.
Our target audience was concluded after research into the market of our artist and genre, on my blog post here i state that our target market is our aim was thus to create an urban brand product and successfully market to this to our audience by appealing to them in hope to encourage sales of our artist.
(P.s, after viewing our music video, many people have brought the track from itunes or downloaded it, it has also encouraged people to by the dvd of the film which recently was released!)
Connections between the tasks
Strong lighting contrasting to the dark setting is captured in all three tasks also and would be a memorable factor to our house style, lit by strong artificial outside lighting which enhances the vibrant red, greens, yellows and blue tones. These colours are illustrated vividly in the choice of colouring for our digipak.
Each panel of the digipak uses the tunnel photography which, like the video, establishes the urban setting perfectly. The lighting would appeal to our majority male target audience,primary colours have no particular gender connotations; our audience has a female minority which this lighting would also appeal to without males finding it unappealing; harsh and gritty rather than bright and pastel.
The font 'new garden' has been used for both the digipak and magazine article to again maintain a cogent brand style, as many bands continuous use the same font. Again this font is not gender specific, it is bold and clean without being too harsh and male orientated. such as the font shown below.
Strong lighting contrasting to the dark setting is captured in all three tasks also and would be a memorable factor to our house style, lit by strong artificial outside lighting which enhances the vibrant red, greens, yellows and blue tones. These colours are illustrated vividly in the choice of colouring for our digipak.
Each panel of the digipak uses the tunnel photography which, like the video, establishes the urban setting perfectly. The lighting would appeal to our majority male target audience,primary colours have no particular gender connotations; our audience has a female minority which this lighting would also appeal to without males finding it unappealing; harsh and gritty rather than bright and pastel.
The font 'new garden' has been used for both the digipak and magazine article to again maintain a cogent brand style, as many bands continuous use the same font. Again this font is not gender specific, it is bold and clean without being too harsh and male orientated. such as the font shown below.
The main promotion image
The photograph we used to promote brand identification was the dramatic shot of our protagonist underneath a street lamp, his clothing, the lighting, his facial emotion and stance all embody the urban brand entirely; the colouring in the image reflects our house style also.
Screen shot of the image from our video, the hook to our other tasks: Overlay with a fish eye lens shot of blurred lights which mirrors the album cover which is overlayed with a fish eye lens shot of stark tunnel lighting at Leake st. The composition of the shot is visually inviting and captivating for the audience, his head and shoulders a triangle framed by a circular fish eye, lights run horizontal across the image in both cases drawing the eye to the centre of the image and thus the intense emotion captured in his face; which i suggest embodies but contemplation and regret.
The photoshop image has three overlays which compliments the use of overlay throughout the video and each photograph maintains a consistent emotion. By using screen shots from the video to overlay the main photograph ties the visuals together and the audience will be able to remember the images from the video and identify them with the advert and digipak. Tunnel imagery is also subtly used on the magazine article photograph to tie the three tasks together, as well as an image of smoking.
Smoking is laced through the video which compliments the urban image of our protagonist yet also suggests anxiety, this is reflected in the magazine article to promote this urban image and again tie together the two platforms. Stereotypically our majority male urban target audience would relate to his anxious smoking, also smoking is an iconic urban image, his costume again reiterating the image of our target audience.
Narrative Another established convention of relation to target audience is that they could generally relate to the narrative behind the video, thus the visuals included, an example of this was (link to blog)
The opening image of a bleeding nose, the cause of which is left as a mystery, has stereotypical male connotations, weather a result of a fight or purely a fall an urban male audience between 18 - 28 would be able to relate to this prospect.
this is similar to the confrontation during the middle of the narrative. Anger, confrontation and defensiveness is a stereotype which surrounds our target audience and these traits surface quickly in our male protagonist once provoked, again leashing his anger on the other male actor a common scene in love triangles and society. Again this timeless theme of relationships heartache and love triangles is easy to empathise with; our minority audience of females thus too will be able to relate to the narrative of being 'stuck in the middle' of the situation.
A kebab shop has obvious male connotations to link to our audience, stereotypically concerned with post drunk male hunger which hosts drunken confrontation. Ironically for our protagonist it is a place which ignites memories of a once happy relationship.
This is another facet which will relate to our target market, even thought possessing a hard male exterior the memories of his love is vividly intimate, lips hands and affection is obviously important and is what predominates his mind; the vice to his anger. I think our narrative both a male and female audience can relate to yet a man will be able to empathise with our male protagonists actions and emotions successfully.
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