For example, the music promo video, digipak and magazine advertisement all feature shots of Chelsea Watts - the music artist. She is wearing the same costume in the music video that she wore for the photo shoot for the digipak and magazine advertisement(s). This degree of cohesion can be seen to create a brand identity for Chelsea. In addition to this, across all three products she is styled so that she has she has natural hair and light makeup. This ensures that the representation of Chelsea as an effortless beauty is consistent across all three products.
Furthermore, the theme of nature is an aspect of both the music promo video and magazine advertisement(s). For instance, in the music promo video, Chelsea runs up a hill in beautiful scenery, while the front cover to the digipak features her sat on a field and one of magazine adverts is a long shot of Chelsea reaching for a branch. My group achieved this degree of cohesion by ensuring that the the filming for the music promo video took place in the same location as the photo shoot for the ancillary texts. This was important because it created a sense of setting and mood. In addition to this, the theme of nature can be seen to symbolise life. This may appeal to our target audience by suggesting them to Chelsea's music is lively and therefore worth a listen.
That said, different shots of Chelsea are used for the digipak and magazine advert, e.g. a long shot is used for the portrait magazine advertisement, while a mid shot is used for the front cover to the digipak. This lack of cohesion in terms of camera shots can be seen to be effective in presenting Chelsea from different angles. This portrayal can be seen to symbolise that there are many ways to interpret Chelsea's lyrics.
Also cohesive across the main product and ancillary texts is the the use of flowers (specifically roses) as a prop. For instance, in the music promo video, Chelsea receives flowers at her door while on the front cover to the digipak she brushes a flower across her cheek and a rose spreads across some of the inserts. The use of flowers as a prop within the products can be seen to promote love, a conventional theme within pop songs. Therefore, the flowers can be seen to symbolise that Chelsea's music is about love. This may appeal to our target audience because, as young people, they are thought to be obsessed with love.
Another example of a cohesive element across the products is the text. The same text is used for the song/album name ("Meant to Be") in the music promo video as well the digipak and magazine advertisements. The text is unique and therefore can be seen to create an iconography brand for Chelsea. This ensures that people will be able to recognise when something is referring to Chelsea just by looking at what text is used. In addition to this, Chelsea's website address appears on the digipak and magazine advertisements. This advertises Chelsea's website, which, from a marketing perspective, may increase her audience reach.
Finally, the same pink colour scheme is used across the music promo, digipak and magazine advertisement, e.g. the music promo video features a pink flower as a prop while the background to the back cover for the digipak is blended pink. The fact this colour scheme is consistent ensures that the products are cohesive. Furthermore, the colour pink symbolises femininity, which may suggest that Chelsea's music is about love. This can be seen to grow Chelsea's female audience because girls are thought to enjoy listening to music about love.
In conclusion, the similarities and connections across the music promo video and ancillary texts can be seen to effectively link all three products together. The same imagery and typography is used for all the products which can be seen to create a sense of familiarity for the audience. I think that ultimately combination of the main products and ancillary sells our music artist as a package and increases her audience reach.
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