Hello, I'm
Matthew Romo (1660) from Group 2. The other embers of my group are Harry Kettenis (0390), Josh Stevenson (0796) and Ysabel Hudson-Searle (0331).

Hopefully navigation should not be an issue on my blog; 'labels' on the right hand side near the top will direct you to groups of posts from specific areas. Research and Planning, Production, and Evaluation work should all be available to see under their respective A2 labels. The other labels will direct you to work from my AS level and preliminary activities for A2.

Also, by clicking on the "Latymer Music Video Blog" link above the labels, you can go back to Latymer's main music video blog where all other blogs from my class can be accessed.

Finally, I hope you enjoy observing and assessing my work as much as I did creating it.

Our Digipak Cover

Our Digipak Cover
Our Digipak Cover

Our Website

Our Website (Text)

Our Website - Click on the branding above to enter

Our Music Video

Our Music Video (Text)

Our Music Video

Sunday, 4 January 2015

2) How effective is the combination of your main product and ancillary texts?

I feel that together, the amalgamation of our music video, album cover and website are quite effective for a number of reasons. These include synergy of consistent themes and styles across the products, and following modern trends as the music video has developed. Despite this, there are of course ways in which they could be improved.


Mind Map created by mattromo with ExamTime

Our branding is a strong part of what makes Roza's marketing something that could have real potential for success. Press play and slide through the ExamTime presentation above to explore the repeated use of Roza's unique logo. It is present across all aspects of the artist as a product:

  • Twitter
  • Live tour
  • Album cover
  • Website
  • Merchandise

Colour Scheme

Along with an ever present logo, we consistently kept to a colour scheme of black, white and grey with splashes of red as part of our release campaign. Having this and repeating it deliberately makes it more likely to imprint the image into any audience member's mind, along the same lines as associating the colour purple with Cadbury's chocolate, but a combination of purple with yellow might draw out the branding of UKIP in some minds; combinations of colours presented in certain ways mean things to us subliminally.

Mood board made by taking shots from the music video

The mood-board (above) that I made shows some of the aforementioned colour scheme consistency. Black and white dominate, alongside many greys, while powerful strikes of sharp colour fit the deliberate style of this video. This is replicated across the campaign, along with the branding, for example with the website:



Also on the Instagram account. This is a place where artists such as Rhianna and Beyonce will display their personalities through colour and images - we make Roza come across as quite arty, and again the black white grey colour scheme with dashes of colour (mainly red) reflect her spontaneous and varied personality, taken further on the website with her artist bio 

Even on the promo shots - the consistent colour scheme taken very seriously. Also a mix of facial expressions and poses from confident to fearful continue to indicate to the audience that there are many sides to Roza; this is a deliberate choice to portray her as a complex character

The album cover demonstrates the same attention to artist image. All 3 artefacts and each part of them were created with an awareness for branding in mind.

The rose was decided as a distinctive visual motif for Roza early on since it cleverly worked with her name and, also with the music as a symbol representing love and emotion. These powerful connotations link the visuals with our artist's personality and her music. This can be seen above in this blog post through the website, parts of the music video, promo shots and album cover.

This, and all of the above plays into Dyer's idea that performers in the industry will strive for immediate star identity straight from the first album/release. This personality and identity comes through more than just the song and lyrics but through consistent branding across the marketing campaign, to form a clear image in the mind of the audience. 
Richard Dyer's 'star' theory also states icons are created by media institutions to represent real people, something we took into account when constructing our artifacts for Roza, as every choice is deliberately constructed with marketing to the audience in mind

We maximised the potential success of our artist by ensuring our marketing campaign had a strong, clear brand, and was as interactive and cross platform integrated as possible to keep up with the modern trend of so much being accessible on mobiles and through the web 2.0. The proliferation of internet capable devices, and young people being renowned as the 'technological natives' most frequent to use this demanded we exploit as many opportunities within this as possible. Every intercative and social opportunity had to work together to promote our artist.

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