About The Group

I am a member of group 2 and my candidate number is 8720. The other members of my group are Phoebe Hung (8017) and Gabriel Meytanis (8560). To see my portfolio evidence please click on the three labels on the right named: A2 Research and Planning, A2 Construction and A2 Evaluation.

This is my music video

This is my music video:

My Music Video

Digi out

This is the outside panel of my digi-pak album cover:

digi out pic

digi out pic

digi in

This is the inside panel of my digi-pak album:

digi in pic

digi in pic
This is a link to my artist website, please click on the image below to go to GiGi Official website:


Friday 2 September 2016

Evaluation Q2: How effective is the combination of your main product and ancillary texts?

It was our intention when creating our main product and two ancillary tasks to have them work together to promote GiGi in both a synergistic and independent way. We would use them as a marketing strategy to successfully reach and appeal to our three target audience demographics and portray GiGi's brand/'star' identity. I will analyse and compare an existing artist marketing campaign and the approach we took, star identity, connectivity and the website.

Marketing Campaign


Below is a flowchart that illustrates the marketing campaign of Dua Lipa:

Dua Lipa's Marketing Campaign
Studying how Dua Lipa was marketed was very helpful as she directly related to GiGi through the idea of her being a new, emerging, British female solo artist within the pop and synth-pop genre.

The aim of a marketing campaign is to reach and then appeal to the audience and encourage people to part with their money. It is also important to understand how the different elements work in the campaign- the website acts as the 'hub', the music video promotes the single, the single promotes the album and the album and tour work together and promote each other. Another aim is to launch the brand of an artist, for example, we wanted to promote GiGi as a strong female role-model. A key element of a marketing campaign for a new artist is to raise awareness of them. We used this idea in how we marketed GiGi which can be seen below.

Please feel free to use the full screen option, zoom in and drag/move around the screen:



Marketing theory illustrates the marketing mix formed of the 4 P's:

  1. Product= we created three separate products that the audience will use for diversion and enjoyment
  2. Place= to ensure that we reached all our target audience demographics we placed our music video on YouTube to reach a global audience and the album can be purchased on the 'hub' of the marketing campaign, the website. The proloferation of David Gauntlett's idea of Web 2.0 means that audience members can share GiGi's music video-further increasing her audience base.
  3. Price= the price of the deluxe album is £7.99 and tour tickets are £30 which are very affordable and cheaper than existing products which should attract a greater following for GiGi
  4. Promotion= we reached our audience through the website, YouTube, social media platforms and live events such as an album signing at HMV Westfield.
The music video on YouTube

The signing event advertised on the website news page

Star Identity


Richard Dyer's 'Star' Theory  illustrates a "true pop star has a lasting significance" which can be achieved through them "conveying beliefs, ideas and thoughts outside music" that help to create their clear and strong artist/star identity.

We wanted GiGi to be strong and independent, someone who would be a role-model for her target audience (mainly the primary and secondary target audience). To further illustrate GiGi's star identity I created the word cloud below:







To further illustrate how we constructed GiGi's star identity through the music video and website I created the padlet below. Please feel free to click on the gifs and images to enlarge them and watch the video:

Made with Padlet

Connectivity


Below is a mind-map that shows the connectivity between the album cover and the music video:

Connectivity between the he album and music video

Website


Below is a prezi that illustrates connectivity within GiGi's website:


Conclusion


Overall, I believe that the combination of our main and ancillary tasks is very effective. They work efficiently together to create a successful marketing campaign. They also work well individually to promote GiGi as a 'star' and an artist ti successfully reach and appeal to our three target audience demographics

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