HOW EFFECTIVE IS THE COMBINATION OF

YOUR MAIN PRODUCT AND ANCILLARY

TEXTS?
By Bobby Lee

MY DIGIPAK
This is the front cover for my digipak. Immediately it
connotes my music video is aimed at a young demographic
of target audience as the blurred triangular shapes are
representational of the hand signs young people throw up at
house/pop music festivals. Not only does this signify the
dominant ideology that the younger generation spend all
their time partying but the negative portrayal of the target
audience is further emphasized by the abstract shape as it
can be decoded that the protagonist is an illuminati
supporter, evoking anger. Despite this the bright colors help
enforce a happy and optimistic atmosphere as the color
blue is synergistic to the summer time. The juxtaposing
connotations behind what is denoted on the front cover of
my digipak could build excitement from the target audience
anticipating the release of my music video as it makes
SNASH appear unpredictable. Black, san serif font has

MY DIGIPAK
Again on the track list, references are made to the ideology
of young peoples hand gestures at festivals and parties,
reinforcing the demographic of the target audience. The
protagonist is denoted wearing red nail polish which has
romantic and sexual connotations, these paired with the
dominative stare at the camera lens could be decoded as
seductive, conforming to Laura Mulveys male gaze theory
that men see women within the media as objects and look at
them for voyeuristic pleasure. The female protagonist is
therefore portrayed as powerful in contrast to the male
members of the target audience who she has a sense of
control over, subverting the idea of male dominance and a
patriarchal society where men rule. The titles of the songs
included in the mixtape include positive words that signify
how the songs will generally be upbeat. Fast paced upbeat
soundtracks are conventional to the house/ pop genre as
they are stereotypically played in parties. The themes of love

MY DIGIPAK
The inside of my digipak includes this image of the
protagonist standing in front of a colorful wall of graffiti. The
bright colors would appeal to the young demographic of
target audience as they are synergistic to the colorful clothing
their generation choose to wear. The location of this image in
contrast to the previous photographs used for my digipak,
shot in a forest, are opposing and random and conform to
Frederick Jamesons theory that music videos are random
without any meaning. The purple graffiti denotes a pair of
wings, possibly representational of how young people listen
to house/pop music as a form of escapism from their
everyday lives. This is counter hegemonic of the dominant
ideological viewpoint that all young people love living for the
moment and partying as wanting to escape your everyday life
is usually an act of sadness.

MY DIGIPAK
The quote denoted on the screen makes my digipak
synergistic to my music video as it is lyrics from the
song. It also emphasizes the encoded message
behind the lyrics signifying despite the genre the
protagonist is going through a hard time in terms of
her love life. The cold colors of blue and purple are
used throughout my digipak as they conform to the
ideology that women are heart breakers. The rule of
thirds is used within this photo denoting the set in
the majority of the frame rather than the artist, this
signifies how the music artist cares more about her
music and the lyrics than publicizing herself,
representing her as an inspirational public figure.
This would appeal to the psychographic profile of
aspirers as the target audience may see her as an

MY DIGIPAK
This frame in particular conforms to the conventions of a
stereotypical pop video and would appeal to a young
demographic as it denoted the music artist again making
hand signs, this time in a sports car. The car is evidently
traveling at high speed, denoted by the hair flowing in the
wind, and is hegemonic of the idea young people live for the
moment. The sun glasses also portray her as an
advertisement for a brand of sunglasses as these are
arguably in the center of the shot. Laura Mulveys theory of
the male gaze is also further illustrated through the mis en
scene of this shot as a red lolly pop is used which may have
sexual dominative references. This shot gives the audience
an insight into what the music video will include and where it
will be set and is much like many professional music videos
on the market today. For example Sigma nobody to love

MY DIGIPAK
An inspirational quote denoting the
protagonists outlook upon life is centered in this
section of my digipak. The quote is based
around taking every opportunity given to you
and not living to regret things. The target
audience can tell a lot about the personality of
the music artist from this quote and it is further
emphasized by the mis en scene which includes
red acrylic nails, a heart shaped necklace and
exposing clothes. The red nails and attire
represent the artist as crazy and promiscuous
which can be juxtaposed against the heart
shaped necklace and smile on her face which
are potentially symbolic to her big heart and
caring self. The san serif font is also synergistic
to the font used for the original say you do
song, it is white and thin which would appeal

The black border conflicts

the theme of my digipak
which consists of bright
colors and high key lighting
however it emphasizes the
lyric quote denoted on my
digipak and is also
representational of the
deeper encoded meanings
like heartbreak. It also helps
the social media logos
stand out making it more
evident what social media
platforms the target
audience can find the
protagonist on. The use of
viral marketing of either
social media or festivals or
events is something

MY POSTER

The font used in my poster is

also unlike the font from within
my digital, it is serif which
widens the demographic of my
target market to both genders.
It could also signify the big
reputation or fan base the
music artist has as the bold
font evokes hype around her
name. The colors in the
central image are very bright
which not only contrasts
against the background but is
also representational of how
she is full of life, subverting
negative stereotypes of young
people and conforming to the
dominant ideological
viewpoint that young people

MY MUSIC VIDEO

My music video is arguably the most effective as this is the final product in response to both my
digipak and poster. The genre of my music video is a mix between house and pop, despite the
fact my digipak and poster conformed more to the house genre, I decided to focus my shots on
the pop side as this is what the target audience prefer which I concluded from the number of
views pop videos had on YouTube and from my target audience survey results. Throughout my
music video multiple close ups of the protagonist singing are denoted, which may make the
target audience develop a parasocial relationship with her as they make take the lyrics literally
sand assume she is directly addressing them when in reality she has no idea who they are. The
music video is shot in a range of locations including a sports car, a forest, central London and
more. The idea behind this was to widen the demographic as much as possible whilst conforming
to the conventions of a typical video from within that genre. The range of locations may however
evoke confusion from the target audience as they are evidence of Federick Jamesons theory that
music videos are random however this can be effective as they watch more of the video in hope
there will be a narrative behind it. This is hegemonic of the idea that conflicting ideas appeals
more to an audience consisting of category A type people, working as doctors/lawyers as they