PART 3 – HOW EFFECTIVE IS THE COMBINATION OF

YOUR MAIN PRODUCT AND ANCILLARY TEXTS?

 HOUSE STYLE

The house style for the main product and the ancillary products was Black, Purple and
White. This was done to represent the artist as mysterious especially with the gradient
purple to black in both ancillary products. The main product also follows these house
colours using the lighting during the performance which uses black background and
purple gels to create that sense of purple which is seen in the Ancillaries.
Therefore both Ancillary products and the music video have a strong relationship in
terms of colour style throughout.
 TYPOGRAPHY

The typography in both Ancillary products creates a lot of synergy. All

the titles follow this one text style and then contain separate fill colours
of our house style. For example, the Disk follows no gradient but instead
has the ‘S’ filled in Black and the rest in Purple.
This use of the same text in both Ancillarys allows the audience to
recognise the artist from it, as they see it as his branding across all his
products.
The only reason we didn’t use this text for smaller sized writing on the
Digipak and Advert is because it was not readable when we shrunk it
down to the size we needed for it to fit. So instead we used a similar
bold text which also represents the ‘Standing Out’ Bold style of the
artist.
MISE-EN-SCENE
The Mise-en-scene here is created through the clothing
of the artist. In the artists walking shots in the video, the
magazine advert and the digipak the same outfit is worn
to create synergy between the products but also brand
the artist as sophisticated with all three products. It is
also further established with the cardigan in the
performance and the screenshot of the performance on
the inside cover.
Lighting has created a relationship between these
products as well, which is included in the discussion of
House style.

Setting also creates the branding of Solo to be a bit

classy as he’s walking around London, which can be
stereotyped as the ‘City for Higher Earners’. The use of
the Bridge in London develops the artist to seem
sophisticated through this stereotype.
 MODE OF ADDRESS
The critics are all using the same mode of address. They
all use an informal/less formal m.o.d. Which is used in
the magazine advert on the digipak front cover to
persuade our target audience to buy it. As our target
audience is 15-25 year olds, we believed this was the
best approach, instead of being very formal which
would stereotypically attract middle to upper class
people. Also all the text including the critics follows the
white stroke around it, which means it holds a synergy
between the two ancillary products.

The expressionism in the video and the

ancillary products main image also relate
to each other. In both, the mode of
address towards the audience is blank,
and therefore showing a lack of emotion
which allows Solo’s branding to represent
him as mysterious.
ARTIST
The artist is represented by the products
to be a person who stands out from the
crowd. We have also mixed that with
blending him in, to create a sense of
mystery.
To make the artist stand out in the
Digipak, we made everyone in the
background grey and blurred, so that
Solo is the main focus.
To do this in the magazine advert, we
created a purple glow around him to
again convey how he stands out, just like
his hybrid genre of RnB+Soul.
To brand the artist as an individual and
stand out from others in the music video,
we framed him in the centre of the
walking shots, even when a crowd was
around when he was walking on the
bridge, to make him the main focus. But
with this we created some mystery by
filming at a busy time so we get a crowd
in as well.