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The purpose of the music video is to provide a visual interpretation of some of the themes present in the song and to promote the fact that the band, Golden Graves, has released a new song or album. This video would likely be shown on TV channels such as MTV or YouTube channels such as the bands VEVO channel. In terms of traditional forms of media, the video would be shown on the likes of MTV, as well as opportunities to perform on TV shows such as the Top of the Pops or on a talk show. This would allow the music to be shown to wider audiences and create buzz.

For the magazine advert, this has many ways in which it would be advertised.

Traditionally, they were put into magazines and on billboards around cities and that way thousands of people would see the advert, increasing the amount of people that could then look up the band. In the modern day though, the advert will be placed on the internet and appear as a pop up advert on various websites as well as the band’s social media.

The digipak may be sold in shops such as HMV and online stores such as Amazon. It may be sold as a limited exclusive and therefore be more expensive. Only dedicated fans that collect the band’s merchandise will probably buy these digipaks. Furthering this, digipaks are being sold as part of a collection with vinyl records.

Traditional media that is used to promote this product is slowly dying out and is being replaced with digital media. When a product is promoted traditionally it relies on the audience to go out and see the product. For example, if the video is shown on MTV then the audience must tune in to watch it for the video to be seen. This is the same in regards to when a magazine advert is printed in a magazine as the magazine would need to be bought so the advert can be seen.

New Media

Our music video would be shown on the band’s VEVO channel as well as several other YouTube channels. The video would also be advertised on various related YouTube videos and on the side of the YouTube website as a pop-up. This way, our video would get twice as much advertising as originally intended.

The advert would get posted on social media sites such as Facebook, Twitter and Instagram etc. This allows the advert to be shared many times and reach the maximum amount of people possible. The music video would also eventually be able to download from online stores such as iTunes and Amazon, making it more accessible to a demographic that hasn’t seen MTV or YouTube, or those that would prefer to permanently have the music video. It would also work well if it was a pop up advert on websites, as it would pop up to an audience who have similar interests to Golden Graves. If the advert was posted on social media it would be seen by the users that follow Golden Graves, as

well as users that follow people like Golden Graves. If people like the look of the advert then they may possibly share the advert meaning that their followers would also see the advert and then hopefully go and watch the video, increasing the number of people that see the video. The more ‘likes’ or ‘favourites’ the video gets then the more chance it would have of reaching the trending page on YouTube and Twitter which means more people can see the advert and the video.

However, new media wouldn’t advertise the digipak as successfully as the advert or the video. The main reason being that the digipak is a hardcopy item. While the digipak itself can be advertised as an item, it would be more beneficial to advertise it using traditional media such as in big cardboard foldouts in shops such as HMV. You can get digital booklets but they don’t quite have the same effect as the digipak hardcopy has. One benefit, however, would be that the digipak would be labelled as a special item on iTunes, meaning that people would may download it because it has been advertised as special.

Traditional media

Our music video would be shown on MTV as this channel is dedicated to promoting music.

MTV is one of the highest viewed music stations at around 100,000 viewers and slightly more when the UK Top 40 is on. This may be a small amount compared to the likes of YouTube but compared to other music stations, this is one of the highest ones. MTV is also free and you don’t have to pay extra for it, no matter what kind of TV service you have, making it a very accessible channel.

For our music advert, we would have it published in magazines such as ‘Rolling Stone’ as it is a well-known magazine that would advertise our kind of music. It also covers many topics in music and we feel our advert would relate well with how the magazine is laid out and the content inside of the magazine. Roughly 24 million people read ‘Rolling Stone’ and 15 million of that figure are based in the United States. As our band is from Texas, we feel that putting our advert into a magazine that is highly read magazine in the United States.

Guerrilla marketing could also be an option, although that would require a higher budget and it doesn’t quite fit with the conventions of our music video.

Promoting our digipak using traditional media would be simple as it would be promoted in shops such as HMV and for the first week of it being released it would be on the newly released rack that it is promoted in the store. If it then sold well, it would be put on the Top 10 rack for the next week. This way, people will be drawn to it as it is being promoted as a special item.

There are various pros and cons when promoting using traditional forms of media. One of the main cons is that it would cost a lot more to print an advert and have a digipak advertised in a shop, as it would have to be manually distributed rather than digitally distributed. The video being advertised on MTV would cost a lot of money. However, the audience would be directly targeted as they would be seeing the product in very close circumstances. Some people also prefer to be able to buy a CD as opposed to downloading it digitally, as it is more ‘retro’ and a collector’s item. Also, many people still tune in to MTV to watch the UK Top 40, so therefore our video would be seen and unable to skip it

due to it being live TV.

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The purpose of a magazine advert is to get a message out to the audience that Golden Graves have a new song out. By releasing a magazine advert they can produce it in multiple formats including both hardcopy and digitally on the internet. It promotes the artist by putting their name out into the public eye.

In fact, all three promotional materials spread the name of the artist around the public.

For example, if the music video was shown on MTV, for example, then the public will want to buy the single or the album, which leads to digipak sales for the dedicated fans which

they will see advertised in a magazine or on the internet. All three of these promotional materials work in tangent with each other to sell the band to the public.

Our three texts work synergetically because of the message they are all conveying. The storyline within the video is that Ronan’s character is romantically involved with Lauren’s character and she leads him on in a sense. Lauren is shown to already have a partner in Lui’s character and breaks Ronan’s heart because of this. Lauren then becomes the direct link between both Ronan and Lui, which is shown in the digipak as Lauren seems to be daydreaming while Ronan looks as if he is upset or annoyed about something. In the image, there is an empty cinema seat which signifies that Lui isn’t there and that his character is probably what Lauren is thinking about. The melting heart behind the cinema seat image and all the connotations from that image, can be applied to both Lauren’s character and Ronan’s character as for Ronan, his heart is broken (or melting) at the thought of Lauren choosing Lui, and on the flipside, the heart can be melting in a positive sense in that she is falling in love with Lui. This is putting emphasis on the themes of heartbreak and loneliness presented in the song lyrics.

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The purpose of a digipak is to reach those hardcore fans of a band that collect all different kinds of merchandise. A digipak will contain the album or single itself obviously, but will also include extras such as the special artwork on the cover of the digipak, behind the scenes features such as the making-of the album or song, and sometimes letters to the fans etc. It is seen as a collectible piece of memorabilia as well as to find out more to do with the band. As we aren’t the band themselves (Golden Graves) we couldn’t include any special items such as “the making-of” features or special letters, so to make up for this we included a band biography and some of the more meaningful lyrics in the song.

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The purpose of a music video is to promote a single released by a band, as well as a visual representation of the band’s or director’s interpretation of the song. Our music video does this by including themes given off from the lyrics to show some of the feelings associated with the lyrics as well as the scenarios that may cause these feelings.

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The narrative and the themes of the music video promo and the ancillary is similar in that they both portray loss and heartbreak of the character played by Ronan, as throughout the video this is demonstrated by how he loses Lauren’s character to Lui’s character,

which is emphasised by the silent shot of him sitting on a bench by himself at the end. The idea of heartbreak is then emphasised in the digipak and magazine advert with the image of a melting heart as the melting heart image can be seen throughout the Digipak and

advert.