1. MAIN PRODUCT AND
ANCILLARY TEXT
A l b um C o v e r a n d A d v e r t i s e m e n t
B y J a s m i n e E s ke n z i

2. HOW TO APPEAL TO A SELECTED
AUDIENCE…
 Audience Research is the most common way to understand
and therefore specifically tap into a chosen market.
Therefore, before creating my ancillary texts (digipak and
advertisement)I distributed a range of questionnaires to a
group of twenty people, questioning them on what they find
most attractive in an album cover.
 The information
discovered was
Important in influencing
the design and style of
my Album cover and
Advertisement.

3. PLANNING
 After the information had been gathered and analysed from
the Audience Research, I began designing and sketching out
various ideas for the Album.

4. PLANNING TO FINAL PRODUCT…
 The planning went from a rough sketch on paper to an actual Album Cover
and Adver tisement on Photoshop CS6…

5. HOW EFFECTIVE IS THE COMBINATION OF
THE MAIN PRODUCT AND ANCILLARY
TEXTS?
 Even if you have the best song in the world…If you don’t promote it, it will
go unheard. For this reason, there are four main areas for Music Ar tists to
address when creating a promotional campaign to market a new album :
AUDIENCE AWARENESS
UNIFY PRODUCT
GENRE ENFORCEMENT
DRIVE SALES

6. AUDIENCE AWARENESS
 Audi e n c e awa re n ess i s m o s t e s s ent ial i n pro m ot i n g a ny Al bum a n d g e n e ra t ing
c o n s umer de m a n d. Fo r t h i s re a s o n t h e c o m bi n at ion o f t h e M a i n pro duc t a n d
An c i llar y tex t s & g ra ph i c s a re ex t re m e ly e f fe c t i ve c o m po n en ts o f c re a t i n g a
c o n s iste nt c a m pa i gn t h a t w i l l dri ve t h e c o n s um er a l o n g t h e c us to m e r j o urn ey
towa rds a purc h a s e .
 On c e t h e a udi e n c e h a s wa t c h e d t h e m us i c v i de o , t h ey w i l l fe e l t h a t t h ey h ave a
s t ro n g c o n n e c t i on to t h e a r t i s t , w h i c h i s t h e n fur t h e r s t re n g t h ened w i t h t h e
a ddi t i on o f t h e Al bum D i g i pak , So c i a l M e di a Ca m pa i gns a n d t ra di t i o n al pri n t ,
T V a n d ra di o a dve r t i sing. Th e a udi e n c e s’ e n g a g ement i n t h e c a m pa i gn w i l l
i n c re ase a s pe o pl e i n te ra c t a n d s h a re t h e i r ex pe ri e n c e w i t h ot h e r s o n l ine a n d
fa c e to fa c e e n c o ura gin g t h e m to a l s o buy t h e a l bum .
 Our M us i c V i de o i n te n t ion ally de pi c t s t h e t h e m e o f l ove a n d l o s s w h i c h i s a
un i ver sal c o n c e pt t h a t eve r yo ne i s a bl e to re l a te to . Th i s e m pa t hy w i t h t h e
v i de o e n s ure s a bro a d a ppe a l to t h e de m o g ra phic o f o ur v i de o , be i n g 1 8 to 3 5
ye a r o l ds , by us i n g a c o n c e pt t h a t bri dg e s a c o upl e s ’ ro m a n t i c l i fe c yc l e . Th i s
t h e re fo re g i ves pe o pl e a re a s o n to s h a re v i de o o n va ri o us s o c i al m e di a
pl a t fo rms s uc h a s Fa c e bo o k , Tw i t te r a n d Yo uTube . Th i s w i l l h e l p dri ve
c o n s umer s to w h a t G o o g l e c a l l t h e “ Z e ro M o m e n t o f Trut h ” i n t h e o n l i ne
purc h a s ing de c i s i on a n d t h e n m ove o n to t h e re c o m me ndat ion ph a s e .

7. UNIFY PRODUCT
 A unified product has been created through the combinati on of the Album
content (music), Music Video, Album Digipak , Text and Images.
@VIDOproduction
Tame Impala Album
Music Video
jeskenzi.wordpress.com
Album Digipak

8. GENRE ENFORCEMENT
Alternative Rock
 The Genre of our track , “Feels Like We’re Only Going Backwards” is
Alternative Rock . This genre is quite dif ficult to depict as the conventi ons
are rather ambiguous in comparison to genres such as R & B or Punk Rock .
I have still made an attempt to conform to the Alternative Rock
genre, using a calm and happy colour scheme which suits the melodic tune
that our video features.
 The character s shown on the Album are also shown to be smiling, which is
a conventi on of Alternative Rock for the ar tists or character s in the Music
Video or Album to be care -free and contented. The costume of the
character s on the Album and in the Music Video are seen to be wearing
casual clothing, commonl y seen in Alternative Rock Music Videos.

9. DRIVE SALES
The Role that Content Plays in the
Customer Journey
The combination of
the Music Video and
Ancillary Texts, is to
ideally drive the
sales of the Album.
This will be part of
the wider customer
journey as shown in
this diagram (taken
from SquaredOnline)
The Music Video is a
key part of the
content that is used
in the traditional and
online
promotion, creating
desire and then
moving the
consumer through
the journey to
purchase and then
advocate the album
to others.

10. NEW STRUCTURE FOR CUSTOMER
JOURNEYS…
Watch Music Video
Online or
In-Store
Social Media

11. CONCLUSION
 It is therefore essential that the Music Video is released as par t of a mass
campaign to ensure that the consumer is able to easily access and engage
with the Music, Ar tist and Informati on.
 The Music Video acts as a centre piece for the campaign being utilised on
modern channels such as YouTube, Twitter and Facebook , alongside
traditional platforms such as Television (MT V), Radio, and Print.
 The higher the enter tainment value of the Video, the more likely for it to be
will be shared through the platforms mentioned above and go viral to
increase advocacy.