Evaluation Pt.2

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

The main motif that links our music video, CD cover and advert together is the use of the disco ball. The disco ball seems to be a universal element in all three products. We wanted the disco to symbolize life. Even though we don’t have the disco ball in the video, even the association with the word “discotheque” creates a link between the video and the album cover. ‘Disco’ is also written in talcum powder on the ground in our advertisement. All three products are cohesive, because the disco ball on the CD cover, represents the meaning of having fun. The bold colours in the music video, correlate with the bold CD cover and advertisement. We wanted the Hit-ups trademark to be youthful and eye-catching. The use of colourful props such as the red blazer had to fit in with our vibrant music video. Even the care-free mannerisms of our actors during the advertisement, has to reflect on the mood of the video . There is a ray of sun in the top right hand corner of our advertisement, and our video ends with a ray of sun when our protagonist finally dies, we wanted the video to subtly have a happy ending, without it being too obvious. Cohesion is extremely important, because it is the foundation of the trademark of the band. Once the band has ‘an image’, they have to maintain it continuously. Like any brand, or product on the market - the band needs to be recognizable and have its own flair. If they were to suddenly change their image, their fans may feel that they have ‘sold out’. There is an extreme amount of pressure for indie bands to maintain an ‘indie’ image or being non-conformist individuals. I really admire the Hit-ups for just being themselves. I don’t think it would make sense for us to only be playful and comical in one product such as the music video, there needs to be an element of satire in all products for continuity purposes. I think its also important for the band’s music and visuals to be recognizable. For example, if the ‘Eastenders’ theme tune is heard from another room –you would know that ‘Eastender’s’ had started without having to look at the visuals. If our song were to appear on ‘Radio1’, we’d want it to be instantly recognizable if it was seen in a magazine such as ‘NME’, because of the element of ‘disco’. Even though I do think our products are cohesive, I would change the advertisement and add the disco ball into it subtly. I think it would be too obvious and cliché for us to add the disco ball into the music video.