Evaluation – Question 2

Hannah Bennett

Brief

• The brief was to create a promotional campaign for our artist, Mumford and Sons, which consisted of three media texts. This included a music video, digipak and advert.

• We set out to create a cohesive band image to promote the album ‘Sigh No More’ by using typical folk conventions and creating a consistent style.

Conventions • The rural location, consisting of woodland and greenery which

helped to create a vintage aesthetic by the autumn colours and surroundings. This ensured continuity throughout the three texts in terms of location and made the indie folk genre more evident to audiences

Conventions • The urban vintage costume, including blazers, flannel shirts and

jackets. This conforms to the indie folk genre and helps contribute to the bands metanarrative as it holds connotations of being more dated showing that the band are rather sophisticated and do not necessarily conform to Dyer’s star values such as rebellion and youthfulness.

Conventions • The presence of the band is crucial for creating a cohesive

image throughout the main product and ancillary texts as this conforms to one of Dyers paradoxes and is the most important way to gain them exposure and allow the audience insight into their metanarrative. Dyer states that an artist should be simultaneously present and absent which is achieved throughout these texts.

Conventions• For example, within the music video there is use of first person

mode of address, breaking the 4th wall which causes the audience to relate to them and the artist to therefore appear as present. However, due to their talent, the fact they’re behind a screen and the narrative line of action that the lead singer also appears in there is also an absence.

Conventions • Myth - While the band conform to Dyer’s common star values of

talent and originality I would not say that they conform to any typical myths which are associated with stardom.

• The band are largely presented as being rather rooted and do not appear very eccentric and rebellious which would probably be seen as the main myth created by the media that many artists are subsequently endowed with.

• This demonstrates how the metanarrative the video and print work are helping to construct can be seen to challenge aspects conventional star image.

Advertisement• The advertisement was designed to run in NME magazine as

when we researched the band this was where they had previously appeared and the indie folk genre is often present in this magazine meaning our target audience would take interest and would be less likely to ignore the advert when flipping through.

• We chose to design a double page spread advertisement as the band are already well established and would be able to afford this.

The reading path starts with the band name as it's the biggest font size and bold against a light background causing it to stand out. The path then continues down to the album title, the band and finally the call to action.

There is use of serif font which connotes a vintage style, contributing to the bands metanarrative. The typography is also the same as that used in the digipak creating a coherent aesthetic across the subsidiary media.

The colour of the font is black in order to make it stand our above the other components of the image.

Within the photo of the band you are first drawn to the lead singer on the left third as he is positioned slightly in front of the other members making him appear closer to the audience.

There is use of extra diegetic gaze to break the 4th wall which causes the band to appear present, however the misty atmosphere and incompletion of their metanarrative also causes them to appear absent conforming to Dyers paradox. This incoherence persuades the audience to purchase the album to complete their metanarrative.

The use of first person mode of address is also a form of hard selling as the audience enjoy having some insight into the band’s metanarrative.

The text which is positioned at the bottom of the page is white rather than black so that in can be seen of the darker background.

This also makes the call to action clear to the audience which is a crucial aspect for persuading the audience to purchase the product which is the overall purpose of the subsidiary media.

The urban vintage fashion is maintained within the advert (also present in the video and digipak) to create a cohesive image and connote the indie folk genre, giving the audience further insight into the bands metanarrative.

The colour grade of this image is the same to that of the digipak and video, furthering the link between all the texts. This is a use of visual motif as the vintage aesthetic is recognisable as belonging to this particular band.

There is a very minimal amount of white space in the advert in order to keep the image interesting and maintain audience engagement as the main purpose of this is to encourage the target audience to purchase the main product. Although, it also serves to promoted a publicise the band in general.

There is a clear cohesive aesthetic across all the digipak frames which creates a professional appearance. This is largely achieved by the location remaining very rural in all of the panels and also the use of colour grading is consistent throughout.

This also links to both of the other texts through the presence of the band as they would be the most recognisable aspect to any fans and it would be pleasing for the target audience to see them and have insight into their metanarrative from this.

The fluidity across the panels is strengthened by the link between the front panel and the back panel being the same image from different views. Furthermore, this conforms to Dyer’s present/absent paradox creating an incoherence the consumer would have to purchase the album to complete.

There is iconography of the indie folk genre present due to the colour grade of the image and outfit of the lead singer as these both hold connotations of the genre.

There is the Mumford and Sons logo present on the front panel of the digipak which would be recognisable to the target audience and creates a link between this and the advertisement.

The typography is that same as that on the advert, creating a link between the two. Moreover, serif font connotes an old fashioned and dated feel which is significant to this genre of music.

The reading path begins with the album title as this is positioned at the top of the panel in block capitals and a bold font. This means the first thing the audience will notice and be drawn into is the album name, aiding promotion of the product. The framing of the image means the consumer is then drawn to the lead singer positioned on the left third, as he takes up most of the frame. This would be pleasing to fans of the band as it gives further insight into the metanarrative. Finally the audience will see the Mumford and Sons logo so they are aware of who the artist of the album is which should then encourage them to pick the item up.

Although the singers face is present he is staring past the camera which means the 4th wall remains intact and there is an absence created further reinforcing Dyer’s paradox.

Signifier of the cross is relevant to the album title as the rebirth of Jesus can highlight the main theme of the album, a new beginning ‘sigh no more’.

Dyer’s ordinary/extraordinary paradox is also conformed to. While the lead singer is dressed in rather normal clothing and is by himself looking quite ordinary, the rest of the digipak shows him and the rest of the band as talented artists so they also appear as extraordinary. This incoherence will persuade the audience to buy the album in order to complete the star image.

The inspiration for the layout of the track list was taken prom previous Mumford and Sons album. Although it is unconventional of most CDs this demonstrates how it conforms to the indie folk genre.

Moreover, the font of the track list is in bock capitals to make it clear and easy to read. It is also a serif font demonstrating a consistent aesthetic throughout the whole digipak and all the separate texts.

Barcode on back which is vital to any CD, only takes up a small section and does not take focus away from the image as it is positioned in the corner of the frame.

The composition of the image is reflective of both the genre of music and theme of the album. Since he is not positioned in the centre third but instead on one of the side thirds causes the consumer to give attention to the fact he is alone more than they would if he took up all of the centre. This creates a more moody atmosphere which links in with the theme of the album that a new beginning is needed.

All of the band members are present which proved to be conventional when looking at other digipaks as this is pleasing to fans of the band.

The relaxed body language of the band connotes a laid back atmosphere which is reflective of the style of music .

Iconography of the indie folk genre; the band are holding instruments which are typically associated with the genre such as banjo and acoustic guitar which helps to further construct their metanarrative.

The centre panel the disc would be positioned on has the sound hole for an acoustic guitar which maintains the iconography of the genre and is also fitting at the disc is the same circular shape creating a professional and clean appearance.