Proposal for Ancillaries

Digipak

Format: CD Digipak

In order for our digipak to be easily identifiable to an indie audience, we will ensure that we will use imagery related to the genre and our music video. 

This includes using enigmatic images which will entice the audience to learn more about the album. The image will be of tealights in a church to maintain the theme and house colours of our music video. The background will use the blue house colours seen within our production in order to maintain a universal theme. In doing this, we are conforming to the indie genre as it is done by many artists such as Arctic Monkeys and The 1975. The back and insert of our digipak will have an image of the back of a female individual. With her identity being hidden, an enigma is created for the audience, enticing the audience. A mass audience will then be attracted through the cultivation theory as they will want to learn more about the artist each time they see the digipak. They could then go on to watch our music video to uncover the enigma.The use of font in our will remain consistent over our digipak, tour poster and music video. This is to enable fans to quickly identify a product as belonging to the band after a quick glance. Through using the same font, a brand identity is able to be created which will assist the band when marketing and could be used on merchandise to allow the public to quickly identify the band and their ideologies. 

Tour Poster

Format: A1

The tour poster will follow themes and conventions of the indie genre and our other products. We have done this through using religious imagery, similarly used in our digipak and music video. We will use the same house colours and text across all of our products. This will allow viewers to associate the tour poster with the band, creating a brand identity. 

We will follow conventions of indie tour posters through the use of imagery which will allow the audience to recognise the band, as opposed to an image of the band. This is done by bands such as Florence and the Machine and Two Door Cinema Club. Religious imagery will entice an audience as it appears unconventional, and may initially confuse an indie audience but becomes clearer as the message becomes strengthened after viewing our other products. As the viewers must actively look for further information, the cultivation theory can be applied. Moreover, we will include institutional codes and the bands website as this follows the general conventions of tour posters. This will allow active audiences to find out more about the band, book tickets or research into the record label. The inclusion of the website will allow for online advertising to take place on services such as Facebook and Twitter on Web 2.0, assisting with advertising. Some viewers may interact with the poster as they want to discuss it with friends where as other may simply take down its information, meaning the uses and gratification theory can be applied.

Conventions of tour posters will also followed with the inclusion of tour dates in the central third of the poster. This will grab the attention of the audience and give the the most important information at first glance. It is then up to them to decide if they will continue to scan the poster for further information. This follows the conventions of a tour poster and can be seen in products from both older and modern bands such as Oasis and A Day To Remember. 

Music video, Digipak and Tour poster:

In order to create a successful campaign, we will need to include both music video, digipak and tour poster. To do this, we shall be consistent with our house colours, ideally using colours which are conventional to the Indie genre e.g Pale Blue’s or pinks. The similarity of house colours throughout will enable our audience to not only recognise the  Another example of how we could make our campaign successful is by using similar or identical font throughout all three products. In turn, this will enable the audience to recognise the products as interlinking and creates brand awareness. Similarly, we shall also consider using an edited coloured flash throughout our music video which shall be identical to the colours of both our digipak and tour poster. Moreover, this relates to the 1975’s own work as they often include a pink glow consistent throughout their products in order to link their ancillary work to their music videos and merchandise. 

General target audience

Our target audience consists of males and females aged 16 to 21, with some members being slightly older. We will target the C1 to E demographic and the struggler psychographic. 

We will target our age and gender groups through using actors of similar ages to our target audience. This will enable verisimilitude to be created as the audiences will be able to relate to them easily. The inclusion if both genres will also ensure every viewer feels included as inclusion is a common theme explored in the indie genre. We will use images of the eyes of various people, in ranging age groups, at the start of the video to ensure we achieve this. 

The struggler psychographic is conventionally targeted by the indie genre due to the controversial and often unexplored themes it discusses. We will target this psychographic in our digipak through using an image of the back of a girls head. This will entice this audience as they will want to learn about her difficulties and reasoning for hiding her identity. An active audience may then watch the music video to learn more about the difficulties hinted in the digipak. Furthermore, our  music video will attract the same psychogrpahic by exploring themes such as bullying, shoplifting and prostitution. These themes, although complex, may relate to our target audience who become inspired by the product.

The setting of the church and use of religious imagery across our ancillaries creates an enigma for our target audience who may not have seen this used by the indie genre before. As a developmental genre, bands constantly explore new themes, with religion being the focus of this one. Active audiences will be attracted by the ominous portrayal of the location, encouraging them to research into the band and music video, meaning the cultivation theory can be applied.

Furthermore, an indie target audience will be attracted through the use of a universal colour and font scheme across our ancillaries and music video. This is highly conventional to the indie genre as fans are able to adopt the brands identity to display their support, for example, through Twitter. This is important as it will allow viewers to easily identify our products as well as promote the messages of the band to new audiences, expanding their reach.