1. How effective is the combination of your main product and ancillary products?
Marketing and branding is extremely important for a new artist when trying to portray a particular
star image. We wanted to create an image of a female artist that is glamorous, youthful, attractive,
wealthy and happy. We did this by making sure a similar image is shown via the music video,
website and digipack.
In our music video, the mise –en-scene has a glamorous feel due to the black backdrop and
spotlights putting the attention on her to make it clear that she is important, the use of long shots
help to show her surroundings to the audience making the audience feel more aware of her lifestyle.
Her attire is a long silk green dress, green representing money and wealth portraying that glamorous
lifestyle. Nicole is a young attractive woman so it is likely that female teenagers will aspire to be like
her according to Mills, also teenage men will be attracted to her, according the The Male Gaze
Nicole will be objectified as an object for men to simply look at and fantasize about. The close up
shots we included in our video allow our target audience to form a personal relationship with the
protagonist, relating to Blumler + Katz users and Gratification theory. Once a personal relationship
has been formed, the utopian pleasure of escapism can be fulfilled. Also, personal relationships
contributes to the branding of the artist as the audience will begin to become more loyal to the arist.
The cut away shots that we used for our narrative part of the video tell a story to the audience which
according to Dyer gives an insight into ‘real life’ which is what consumers look for when choosing
media in which they use as an antidote to boredom of their mundane lives. We see Nicole putting on
make-up and getting dressed for her date which is all activites that we part-take in in our everyday
lives, so as the video does portray Nicole as glamorous in the performance scenes – showing her as
someone to aspire to (Mills); in the narrative scenes she is shown as am everyday girl in which young
girls can relate to, finding that personal identity (Blumler and Katz).
We wanted to present this same image through our digi pack and website. We used close up images
of her face because after researching similar artists such as Mariah Carey, we saw that on her album
she used close ups which even though made the digipack look simple, it made it look classy at the
same time because the audience is able to see her face clearly, identifying with her, the star image
that is shown is an attractive young woman which young females will be drawn to and males will
find attractive. Nicole is in a green dress in both the digipack and the music video. However, the
dress on the digipack is much tighter and shorter, this depicts that as well as being glamorous she
can be sexy to – appealing to both males and females. The black and white effect on ourdigipack
puts emphasis on the classiness that the star image aims to portray. The name of the album
‘Diamonds’ along with the image is a symbol of the glamorous lifestyle she lives. It is also a symbol of
commitment to a relationship as when getting engaged or married rings usually have diamonds in
them, this is what Nicole sings about in the music video so an essence of the video is being shown
through the digipack. This is similar to other artists having symbols that represent them, for
example, the artist we looked at (Mariah Carey) has butterflies that symbolised her which is where
we got the similar idea from. The digipack has a Thank you page in it which appears very personal to
the target audience from the artist, again allowing them to identify with her, emphasising that
personal feel that the music video also tries to portray.
The website has the same close up image as the as the digi pack in order for consistency of the
branding to enforce that star image. The editing of the image is different however, it was cropped
into an extreme close up and the colour of the image has a green tint. 360 degree branding is used
as there is green presented in the music video, on the digipack and also on the website. Having a
colour associated with an artist adds to the branding of her, her target market are likely to be drawn
more towards the colour green because of this. The website is also very personal which is what both
the digipack and music video aim to do. Nicole has personal videos for her fans to watch and also

2. mechandise that they can purchase such as T-shirts with diamonds on and in addition there is
#teamhaigy. All these aspects allowing her audience to feel closer to her by creating a personal
relationship with her, this is a marketing strategy that we used.
We aimed to use 360 degree branding by trying to portray the same star image throughout the
different products so that she is recognisable being a new artist and also shapes her identity to the
audience. This is why we used the same colour scheme for all our products so that there was some
form of consistency.