Evaluation - Question 2

The music video and Myspace work together to market the album as this is where the money is made if the audience buy it. This means that we have used cross platform throughout our marketing campaign. When using this type of marketing we had to create a link between all of our products to make sure the audience do not get confused. To do this we used the theme of New York and dancing throughout each product to allow the audience to spot a link.
Our video is based around two girls using their dancing to find fame in New York City. This is where the themes of New York and dancing stem from and as they are such strong ideas we decided that we could use them to market all of our products and create a link between them. At the beginning of our video we use montages of New York to set the scene and there are a lot of shots of the New York taxis. This links in with our Myspace where the main colour scheme is that of the New York taxi. The beginning of the video is taken up with shots of the city and therefore really sets the scene for the audience and makes them understand that New York plays a central role with the artist. At the end of the video we see the two girls dancing in a dance studio. We can tell its a dance studio due to the mise-en-scene with the bars, mirrors and white walls. These signifiers, mainly the bar element, are used throughout our three products to show the dancing theme. The ending of our video is taken up by the dancing shots, making it both interesting for the viewer and to draw attention to the fact that the girls are dancers and therefore make it easier to find the link between the products.
On our Myspace we used the colour scheme of white, yellow and black which is very stereotypical New York as it connotes a New York taxi. Also we used a background image of New York taxi's lined up on the street to amplify the New York theme throughout our myspace.

We have also used lots of images of us wearing 'I Love NY' tops to create another link between the album cover and myspace as these appear and are dominant in both. To emphasize the dancing in the Myspace we used images of us with the bar behind us, signifying a dance studio. These images and shots are used on both the album cover and the video creating a link between the three.

Also in our Myspace we have focussed our background information on the fact that we both grew up with dancing playing a central role in our lives.
On our album cover we have used an image of the New York skyline layered over another image of Nisha and I which enforces the New York theme running throughout our products.

Also on the back cover we have used a shot of Nisha wearing an 'I Love NY' top, linking in with the Myspace and also signifying the New York theme. The shot of Nisha on the back cover is of her holding a bar. Once again this shot is used in all three products linking them all together and connoting the dance theme as bars are usually seen in dance studios.

We have also used the white font on the black background which links in with our Myspace and therefore relates back to the idea of the New York taxis.
All in all we have tried to create something different by incorporating the fact that dancing is one of their main talents as well as singing and their background in the marketing of our products to distinguish them from other artists out there and encourage the audience to buy their products.
Overall i think our marketing campaign does work quite effectively as we focus on the artists to market the products rather than the music itself which is very stereotypical for this genre as it is all about the appearance of the artist which attracts the audience into buying their records. However our marketing campaign can be seen to be too similar to the original artists 'The Pussycat Dolls' who also used their dancing background to promote them as something different and unique to the audience. Also the fact that the music video is only for their debut single would make it seem as if the New York theme and dancing theme which have stemmed from it are only promoting the video and not the whole album, therefore in order to make our campaign successful we will need to incorporate these themes throughout every single from that album in order to make it clear to the audience it is promoting the album and not just that one single.