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When combing two products; whatever media text they fall under; you need synergy. Synergy are the things (themes,objects,visuals) that link two products together. In both our Main Product (the music video) and our ancillary texts (the digipak and tour poster) we decided to use the visuals of fire and our main characters (Jordan and Jack) as our main synergy - alongside the colours of red, orange and purple and the themes of love and societal anarchy.

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Bonfire - The Hunna (A2 Media Music Video 4K)

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Hi everyone. Kind of a different upload today; I wanted to share with you the Music Video that I and two of my friends planned, filmed and edited for our A2 Media Coursework. Currently I haven't submitted this work for grading, as that'll happen in 2018, but I'm hoping for something good.

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Our band is called Don't Tell 'Em and our Album (and the song we produced the music video for) is called Bonfire. We made sure to make these names very obvious throughout all of our products - with the poster and Digipak having the album and band name on them and the music video having a title card with the song name on it. The branding of our products is also focused around the lead singer - following existing texts like The 1975 with Matt Healy (who features in most of their music videos). We did this by having them obviously included in the music video; not only as the lead singer of the band but also as the main character; but also on the Digipak (on both the front and one of the flaps alongside Jack). This creates an idol figure for our production - someone that people can relate the band to if they see any of our ancillary or primary products.

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One way we wanted to show synergy throughout our texts was through the visual echo of the Bonfire; and fire in general. On our digipak you can see that five out of the six panels contain fire. This was so we had a flowing theme throughout, not just of the fire but also of the connotations of said fire; like the burning passion the characters feel for one another or the raging anger they have towards what is happening to them. We wanted to encapsulate this by showing both Jordan and Jack having a burning fire inside them; shown by the two double exposure side flaps.

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As our products are based around the imagery of fire; it was very easy to have a constant synergy of colour across our products. However, as we used smoke grenades inside our music video, we also wanted to utilise the colour purple in our digipak (despite it being a different shade to the one used in the video). All of our products use the colours of yellow, orange and red through the usage of the fire and the double exposures we used in the digipak and the secondary poster. We then used the dark purple/blue backgrounds to connote the idea of royalty and premium products but also as this is the most contrasting colour on the colour scale to yellow/orange. It also gave off this idea of something bigger than us, like the night sky or space itself - which we liked in accordance to how important the story we are trying to tell is. We used this idea of the night sky in our poster - using that as the background in a deep blue colouration - whilst still keeping the attention centred (quite literally positioning wise) on the imagery of the Bonfire.

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We decided not to use this poster in our final Digipak as we much preferred the tour poster.

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One of the main themes of our music video was the struggle of relationships (especially those in young people). Obviously, this is a pretty important theme so we decided to have it represented in our Digipak as well. The way we did this was to have Jack and Jordan looking away from each other on the main cover; separated buy the fire. As we included them again, this time we had them looking towards one another but separated by another panel; meaning they are apart from one another. This shows the distance in their relationship and the pressures that everything else in the world is causing for them. They aren't happy as they are not together - something that is also shown at the end of our video (where we see them smiling together but angry and scared when alone).

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Our primary product, being a music video, contains lyrics in the song it is creating visuals for. These lyrics put across a powerful message and when separated from both the music video and the rest of the song they can still represent our moral that we tried to create in our narrative. As a result we decided to have them appear on our Digipak - hand selecting those we thought were most important; one of which being "You Said That We Would Go The Distance". This lyric shows broken promises and how this affects someone. This again gave us a point of reference and linkage between the music video and our ancillary texts; when one is seen the other will come to mind as they share the same lyrics.

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Our primary target audience is young adults between the ages of 14 and 25. Alongside this we are appealing to people interested in the Indie/Indie-Rock/Rock genres; including stereotypical groups like hipsters and emos. We are appealing to our age range demographic by having people of the same age featured in our video and on our digipak- making the characters familiar and allowing for our audience to emphasise with them; as they the same age facing the same problems. As the social groups we are aiming at are often seen as menaces to society - folk devil's per say - we used the spray painted font over our Engravers MT font to reflect that anarchist/rebellious nature in our poster (as though the synergy of the product is even fighting back against itself). We also tried to appeal to our demographics using costume (which were shown in our secondary poster and our music video) - by having the characters wear clothes akin to that of emos/hipsters; like denim jackets, flannel shirts and hats.

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A great way to have synergy across products (especially when they are visual) is using the same font. For this we chose Engravers MT, due to its design with the Serifs (the small line off of letters). This is shown perfectly in the letter T. The reason we chose this font was because it looked professional but somewhat 'moody' and 'harsh'; making it different from other fonts and hence more 'Indie'. We used this in the title card of our video (shown in the thumbnail) and on our poster (excluding the Bonfire spray paint) and our Digipak (excluding the lyrics). We also chose to use the colour white throughout to connote the idea of innocence, contrasting against the darker backgrounds. This familiarises our characters situation with the visuals of the poster and Digipak - contrasting them against the larger background of society as they 'stick-out'.

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For our posterwe wanted to express the ideas that our song and music video aimed to portray; that society is fundamentally floored - as it lead to the breaking up of the main characters because of how they were perceived. Also, since our main characters are all teenagers, we were able to incorporate ideas of moral panic, by using a spray paint font on our poster. This makes it look as though it has been vandalised in protest or revolt - symbolising the fighting back of social groups. This allows out tour poster to be linked to the moral of our music video's narrative.

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As our cast is entirely male we were unable to utilise the stereotypical theory of Male Gaze - wherein women are objectified for sexual gain. However, as our characters are homosexual, the male gaze theory could still apply but we decided not to focus on this as it detracted from the 'hard' story we were trying to tell. However we could apply parts of the female gaze theory by having our male characters being shown predominantly on our digipak. This could draw in a larger audience, if a female audience find the characters attractive it may lead to them picking up the album and maybe purchasing it.

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When considering synergy between products we had to research into existing texts. Some key examples were Ed Sheeran's + and the 1975's self titled album. In both cases, the imagery on the front of the CD case (digipak) was also used both of the tour posters and the album posters. The reasoning behind this is that it creates a brand, allowing people to recognise a product in whatever media format it is (print or video). Also, when considering Ed Sheeran's +, it included his face which allowed for branding of him as an artist instead of a detached personality from the music he creates. We utilised what we have learnt in all of our products; having key imagery shown throughout (the bonfire) and also having our artist (lead singer) shown in both the video and the digipak.