The brief was to create a promotional campaign in the form of print text to coincide with the launch of our music video. These ancillary texts took the form our music video into consideration with the aim of promoting the artist and song. The video is reminiscent of the ancillary texts and vice versa. Before we undertook this project, we studied other pieces of promotional material, gaining an understanding of size, typography and colour. Our promotional campaign consisted of a Digipak, Advertisement and Tour Poster.
The main aim of the promotional campaign was to create a cohesive star image for Dr Syntax. Where possible, we have set out to create a cohesive star image, including promotional information in order to fit our brief; ultimately, to sell the artist: Dr syntax. For this we therefore had to gain an understanding of Dr Syntax’s previous advertisement material so we could continue in this style. We used the same costume of the protagonist character shown in the picture below, acting as a visual link; the audience reading the magazine and seeing the artists success and therefore linking to the album and music video.
In the developing world, where the internet is becoming increasingly dominant over the music industry with ‘Web 2.0’ and ‘YouTube’, a main aspect of our promotional material was created for the internet. With a combination of both our music video and print we have given the artist a postmodern theme. Nevertheless our tour poster is more suitable to a music magazine such as NME, this is because it was designed in an A4 format to attract the readers eye, thus promoting the artist and their star image.
Throughout our promotional campaign the group has used a similar visual motif to create a link between the material and video. The inclusion of a microphone in each piece of material allows the audience to associate the artist immediately with music. Furthermore the combination of costume and the microphone also connotes the artist’s Hip-Hop style as this style is often associated with live Hip-Hop music.
Another visual motif used throughout the campaign is the ‘Cutout’ effect placed on each picture of the artist. This playful attitude is also portrayed throughout the music video. This connotes to the audience that he has a playful attitude to everything, although still carries a serious message through his music.
In the majority of Hip-Hop music videos women are seen in ‘passive’ poses and males in ‘active’ poses, thus we conformed to the conventions of the genre and placed the protagonists in a active pose of singing into the microphone. This also creates a link between the promotional campaign and music video, further adding to the artists star image.
The front cover of the digipak is particularly illustrative with the combination of both the title and image. The title ‘Self Taught’ connotes that the artist achieved his popularity on his own. In terms of rule of thirds the image of the artist takes nearly the whole of the cover, this also connotes individuality relating the title of album.
Analysing mise-en-scene, we can see how we have applied to the rule of thirds on the front digipak with the artists arm holding the microphone acting as a leading line leading up to his head which is where the audience looks first. The ‘Cutout’ effect placed on the image also gives a bold effect to the artist’s eyes making them black, thus drawing the audience’s attention to them. The artist’s attention is then drawn to the typography due to the contrast of colours, white font on the black background.
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