Evaluation - Question 2 - How effective is the combination of your main product (video) and ancillary texts (digipak and advertisement)?

For this project to be successful I had to keep in mind the fact that the ancillary texts and main products had to be successful when  looked at on their own and even more when the two were combined. The main aim was to make sure that if the audience saw either the digipak , advert or video – that they would be able to recognise them in a different place. For example if the audience saw the advertisement on a billboard in the city they would see the music video on their TV and instantly realise that they belong to the same artist – creating a clear brand identity. This was done through many ways – such as consistency in the colours and certain themes.

The conventions of the genre were a way in which I made sure the products were effective. Such as having a glamourous overtone - which is seen through the black and white colour scheme and outfits the artist is wearing. The gold earrings that are seen in the advertisement and digipak connote a sense of wealth and relate to the theme. 

Locations in the products also kept the products consistent and effective.The video had several different locations in it including an outdoor location and shots taken within Chrystella's bedroom. In the video is a clear motif of artistic / colourful backgrounds, which can be seen in the GIF below. These shots contrast with the digipak but in the bedroom scene there is a clear shot with a blank / white background which relates to the digipak. 

Camera angles were another way in which the two products have a visual relation to each other. On the front cover of the digipak is a close up shot of the artist. This is reflected in the video during the base track with the painting in the background. 

The fonts in both the advertisement and digipak are the same as there is no font in the video it cannot relate. 

Collage of the font being used on advertisement and digipak


The costumes in both products are also easily relatable. Even though the outfits are not exactly the same , both have a glamourous undertone but could be still seen as casual. The video features several different outfits - however there is a strong theme of black running through the outfits. In relation to the digipak  - the outfit the artist is wearing is also black. 

Another main aim of the conventions of the products ( apart from promoting the brand identity ) was to attract the target audience. As explained in a previous blog the target audience for the artist is young ( 16 - 25 year old could be a student or working full time)  black british , female , and very fashion conscience. 


Overall I do think that the products would perfectly attract the target audience as Chrystella is a representation of what they aspire to be / already are. Her dress sense is very easily copied and is appealing to young females. The locations that are featured in the video would attract the audience as they are places that they could easily go to / have already been - making her more relatable to the audience. Her overall look and personality within the video are very friendly and have a fun vibe  - this again makes her more attractive to the audience.