I think our main product and ancillary texts work well together due to the use of a synergistic marketing campaign, inspired by existing artists as well as Richard Dyer's theory on star identity. We aimed to produce a music video, album cover and website which could combine to form a brand identity around AJ as well as increase the reach of the artist to our audiences, such as fans of the RnB genre.
Below is a prezi explaining the roles behind each of our artifacts (music video, album cover and website) as well as how we incorporated Dyer's theory into our marketing campaign:
In order to get some inspiration for our own artist's star identity, I decided to research Not3s and Raleigh Ritchie, with the latter sharing a similar persona to what we aimed to create with AJ and the former being an upon coming London artist- similar to AJ
The Website
The website acts as a sort of hub of the marketing campaign; this is due it how it is connected to all the media products relating to an artist as well as promoting all purchasing opportunities and overall showing off the artist in a positive light to anyone surfing the website. This is therefore what we aimed to create in our website and I believe we did manage to achieve this, as shown in some examples below:
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| "Get it here" option available on home page - instantly promoting the album |
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| Music page with both the music video and the album- links the two and creates synergy |
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| Our shop page providing purchasing opportunities for consumers in our audience |
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| Our social media links which can be directly accessed form the website- interactivity between artist and audience |
Tim O'Reilly's theory on Web 2.0 suggests that "A Web 2.0 website may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community". In turn the benefits of an artist having a Web 2.0 website cannot be underestimated as it can help them reach the level level of stardom, as referenced in Richard Dyer's theory of star identity. We therefore tried to take advantage of Web 2.0 by creating multiple opportunities for our audience to interact such as links to social media, newsletter sign ups, a competition and a Q&A section.
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| Our news page showing off our opportunities for audience interaction |
In conclusion, I think my main media product and ancillary texts work well together due to the high levels of synergy between each product as well as all the various opportunities for purchasing and interactivity. Overall, I think after taking into account Richard Dyers Star theory we were able to create a consistent brand across our music video, album cover and website which would serve well in giving AJ a star identity.
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