2. How effective is the combination of your main text and ancillary texts?

In order to bring All That Glitters beyond just an artist and into a brand that could prosper and make money on many different platforms, we had to keep in mind throughout our project the importance of synergy. This would link everything together. However, synergy is also highly significant in establishing our artist identity - we wanted a clear connection between our main and ancillary texts so we could introduce All That Glitters into the market effectively. Connections between the music video and the album and website would also draw more people to the website which is our main source of revenue. 

One band that was consistently an inspiration to us was Stooshe. Not only were they a band of three girls, but they had the same cheeky characteristic as All That Glitters and have recently released a debut album. Therefore, we considered what synergy they had used before going about it ourselves. Below are some key examples of synergy we noticed:

• The logo.
• The blend between bright colours and monochrome black and white.
• The theme of lights.



This is their website. There is a combination of bright colours and simple black and white.

Website enter page - Not only is this the logo, but the colour scheme is clearly meant to be a London street, adding synergy with their album name.

Album - The blend of monochrome and bright colours in present here. 

Music Video for 'Slip' showing logo - Monochrome black with bright colours featured again.

Colour scheme of red and purple lights shown in music video.

However, we noticed that although Stooshe did take advantage of subtle synergy, they did not necessarily do it to the extent we wanted. We considered this as one of the reasons they had not done as well in the mainstream (their album only reaching number 8 in the charts) as bands such as Little Mix, who consistently use synergy (reaching number 3).


Some examples of synergy Little Mix use are:

Comparing the two artists, we decided we wanted to aim more for the synergistic connections Little Mix possess - lots of them! However, as a very commercialized band we recognised that expecting SO much synergy would be unrealistic, although we worked with the resources we had to make our brand as synergistic as possible.

This prezi shows some examples of synergy within our marketing campaign:

Some additional examples of synergy are:

• The album title 'Good as Gold' is always in italics.
• The order of the three bands members is always consistent - Alicia on the left, Emily in the middle and Olivia on the right.
• Images from the same photo shoot with the same lighting and clothing are on the website, album and in the music video.

Although I am very pleased with the amount of synergy we achieved, with hindsight we could have done even more. For example, we could have specified a colour scheme even further - currently it is pink, gold and black. However, had we chosen one of those colours (e.g. pink and black OR gold and black) the colour schemes could have matched perfectly across every media text. This would have improved the synergy of our campaign and the reputation of our brand. Having said that I think we are closer to the synergy Little Mix possess rather than Stooshe and overall, I believe that our music video promotes our single well. This in turn promotes the album and the album promotes the tour which can be bought on the website. Subsequently, the link between the main text and ancillary texts was crucial. According to our interview with two members of the target (seen in full in question 3), they could recognize the connections between the main text and ancillary texts and agreed that we have created a brand rather than three separate media texts. Therefore, I believe All That Glitters could definitely prosper in the industry with the synergistic approach we have.