Part 3

How effective is the

combination of the main
product and ancillary
products?
The combination of setting, lighting and use of colour House
creates Style
a
house style for our music video and ancillary products. The images
used on the ancillary products were from settings visible in the
music video. We deliberately incorporated a range of screen shots
from the music video onto the DVD so that the buyer has an idea
of who the artist is and what to expect. We wanted our audience
to be familiar to the features through our house style. From the
research we carried out we wanted to acknowledged our target
audience who were young people living in inner-city surroundings.

As a result of this we focused on the graffiti setting for the

ancillary products, we felt that the colours were vibrant and
reflected the liveliness of the song. The ancillary products hold a
consistent style as pink is dominant throughout, the colour was
used deliberately to express the artists feminine side which is girly
but quite sexual as it is hot pink. This is also shadowed in the
music video where there are elements of performance where the
artist is performing with bright pink lighting in the studio.
Although the colour pallet for our music video is broad we wanted
pink to be the focal colour, therefore the text on the front cover of
the DVD cover is pink along with a section on the magazine cover.

As well as pink we used a variety of colour in the music video

performance elements. The different coloured lighting in each
shot worked well with the artists costume change, this was
intensified by quick cuts, camera movement and a range of shot
types. The colours gave the music video an exciting vibe as we cut
to and from various performance settings.
 Branding
The artists ethos is all about having
fun, going out, dressing up and dancing.
We wanted to portray all of these
aspects of Kyla in the ancillary products
as well as the music video. Her brand is
recognised by the images, colours and
text on the DVD cover and magazine
advert. On both ancillary products the
artist looks attractive, part of Kyla's
brand is to always ‘look good’ .Image is
essential within the music industry, if
the artist is glamorous it will give the
illusion that they are significant and
powerful. From viewing the dvd and
magazine advert alone the audience
would expect Kyla to dress attractive if
they were to see her on TV or at a
concert, her brand shines through as
her appearance is noted as a
characteristic that she must maintain.
In the music video when Kyla is
performing as ‘the artist’ the
glamorous look remains. This puts
emphasis on the brand as the artist is
once again pictured looking stylish.
 Theme The theme for our music revolved around
our contrasting characters. The narrative
consisted of Kyla acting as two different
people, herself ‘the artist’ and ‘the geek’. As
you can see we only shot the ‘the geek’ role
Geek Character in a narrative style and ‘the artist’ in
Vs. performance settings. This was to
exaggerate the difference between the two
Attractive characters, we felt the need to not only
character change costume but to use different
coloured lighting, shots and location for
both characters. This also appeals to the
audience as it suggests everyone is insecure
and unfashionable at times. This
Throughout the music video we cut to and
from the narrative, performance to
highlight the change in characters. The
conceptual elements were included to
break up the narrative and make the music
video attention-grabbing which I think we
achieved. Another theme that can be
perceived through the ancillary products
are the flower style typography and images.
We also had the artist wearing a flower in
some shots to strengthen the theme in the
music video. The flower symbolises the
artists femininity and freshness so the motif
is dominant throughout our DVD cover and
magazine advert.
 Representation of artist
& Mode of address
The artist is perceived as attractive and glamorous in the
performance elements of our music video and our ancillary
product. Her hair is styled, she wears a number of going out
dresses, high heels and her make up is nicely done. Her
appearance suggests the artist is wealthy and likes to pamper
herself, this representation of the artist can relate to the
majority of females they all want to look good. Kyla is pictured
in a number of different outfits which implies she is well off as
she is able to afford all of her clothes. This is also a convention
in the funky house genre as artists always appear to be dressed
their best. In the music video Kyla was also playing ‘the geek’
role, she was dressed unattractively her hair was roughly tied
back, her clothes were a simple shirt and black trousers. The
appearance of Kyla playing this character The mode of address in the song and ancillary products are
informal and casual. The Lyrics are basic the main phrases are
‘Do you mind if i’ ‘would you like’ ‘baby’ which are repeated
throughout the song. We chose to present our media texts in an
informal mode in order to appeal to he target audience, as they
mainly consist of working and middle class young people. We
used basic English on the DVD and magazine that anyone who
speaks English should be able to understand. The informal
approach is also a convention within the funky house genre, the
lyrics aren't too deep or raise controversial topical. The
language is either urban slang or a simple English which we
used. The text on the ancillary products and the lyrics of the
song interlink with each other as the mode of address is basic
which our target audience can relate to.