Our task was to create from scratch a music video with an accompanying advert and digipak. These ancillary texts are crucial to helping reinforce genre stereotypes for our music video.
Below is Casey’s digipak design:
• This text furthers our narrative fuzz through an intertextual homage to Aha’s ‘Take on Me’ video.
• The text is playful and again shows the artistic nature of the indie genre, as all images are drawn by hand rather than photographs, which is breaking away from the forms of the other two ancillary texts.
• However parts of the text still have the band name and record label logos on so there is still an element of advertisement.
• Therefore these aspects of the text make this digipak a very postmodern design, with its homage, playfulness and the fact that it is hard to tell whether it is art or advert.
Below is my accompanying advert:
• This advert was designed to run in a youthful music magazine that specialises in rock or indie music, such as ‘NME’ or ‘Q’ (I had NME in mind specifically when designing the ad.
• This text creates an enigma around the band. We see the band member’s body and guitar, but no face again referencing to Dyer’s critical theory of being both present and absent.
• The text is similar to the digipak in the sense that black, white and blue are the main colours featured, they both have a band member with an instrument, and the idea of being present and absent appears on both.
• However, the fact that this is a photograph makes a difference. I took out the saturation of the original photo and then played with the contrast to give the photo the shadowy, dark ‘retro’ look in order to in keep with the artistic and postmodern feel of the other text.
• Again, we see logos for record companies and band websites which also help to promote the artist as a brand so we begin to see a recurring blur between what is ad and what is art.
Finally, below we have Rosie’s advert:
• This advert is intended to run in a quarter of a page of a magazine such as ‘NME’
• This text is very similar to my own, and also Casey’s. Once more we see the combination of black and white with a hint of blue from the lights.
• However, when it comes to defining what is ad and what is art, this differs from my own advert in that it jumps out at the consumer as being more toward being an advert.
• Here all of the band members are featured, creating their star image and promoting them as a whole brand, as opposed to my advert where only one, unidentified band member is featured.
• The way the light shines down on the band has angelic and religious connotations, not often associated with rock and indie music, and as a result this text breaks the conventions of a typical indie music advert.
In Conclusion:
• All of our print texts are postmodern, and two out of three apply Dyer’s framework of being both absent and present.
• The other employs Dyer’s ideas about star image and making an artist into a brand.
• All these print texts have been effective in creating enigma and mystery around the artist.
• All these print texts have blurred the boundaries of what is art and what is advertisement.
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