By Vanessa

Maselino

This is the advert for the digipak I analysed in the last PowerPoint. The synergy is continued on this media product, because the same yellow writing and font are used. This means that the fan base for Chase and Status who know what the “No More Idols” album looks like, will instantly be able to recognise that these are the tour dates for it.

The places chosen for the performances are all places that are known to host dubstep events, so even if people do not know who Chase and Status are, if they are signed up to email newsletters from these venues because they are interested in dubstep music, it is probable that they would get an email stating that Chase and Status would be preforming music from the dubstep genre at this event, and thus perhaps buy tickets. Especially if they trust the venue. These are also well known venues, therefore this raises the profile of the artist.

The image also features on all the ancillary products, and therefore becomes an image that fans can associate with the artists. Merchandise can then be created featuring this image of the dog, and audience members will be able to notice that it is merchandise by Chase and Status. This image has replaced the place of the artists face on conventional debut ancillary products.

It was very hard to find official album release adverts for Dubstep artists, this is because usually the songs that make it into mainstream music charts, are from mixtapes that appear on specific dubstep websites. The advert above is from a dubstep Facebook page, which advertised the dubstep artist DJ Fresh preforming his most famous anthems and other songs from his repertoire, at a club for New Years Eve, along with other DJs.

He is the headlining act, and thus to attract his fan base to the event, his signature picture has been used on the advert. It is also a way to promote him. The picture has been put with a crowd of people screaming and applauding the image. It almost looks as though they are worshiping a statue of a leader or perhaps a god. This could be symbolic of the fact the DJ Fresh has become a well known name both in mainstream and dubstep music, therefore he is like a god within the industry.

This is another advert promoting a song by DJ Fresh. These adverts show that DJ Fresh uses social networking sites, particularly Facebook, to promote his music. This is because this is the best way to ensure you communicate with the young target audience.Another way this picture relates with the target

audience is because it uses young people and projects the image of young people having a gathering/outdoor party in the summer. It also displays activities that have become a big part of youth culture, such as skateboarding and rollerskating.

Synergy is also seen through the promotion of this song by Lucozade, and visa versa, which is a drink aimed at active young people, such as those who rollerblade and skate.

The fashion worn by the teenagers are clothes associated with ‘Hipsters’.

This is the advert used to advertise the song ‘Show me A Sign’. The song has the lyrics “Someone put your lighters up”, therefore the advert uses the image of the lighters being held up. The picture also has the effect as though it’s been drawn, which gives the look as though it is quite amateurish and basic. These basic qualities give the impression that the artists are not worried about high resolution graphics, but rather the raw forms of their products.

The shading of the picture also looks as though the people are holding up their lighters because they are underground. This again will appeal to members of the target audience that enjoy the fact that dubstep artists such as Modestep are still an underground group.

The people in the image are wearing the signature Modestep mask, which is a popular piece of merchandise amongst Modestep fans. Therefore, this will encourage new fans to get one, to feel as though they are a part of the Modestep “cult”.

FACT: My sister informs me that at a Modestep concert, when this song comes on, the band get the crowd to put on their mask, so that the crowd resemble this signature image.

Again, we see dubstep artists using a current teenage brand to promote their music and target their audience members further.

This advert promoting this synergy also uses the signature Modestep logo and colours, as well as providing essential information of when fans should look out for the next tour.

This synergy is important, because trainers are the type of shoes that people would wear to go and see a dubstep and in concert. It also provides a platform for Modestep to perhaps create their own pair of trainers to be sold in Footlocker.