Evaluation Q2: How effective is the combination of your main product and ancillary texts?

We had to create our music video, digipak and website as one cohesive promotion for the artist, in order to make it easier for audiences to understand what our artists stand for. We did this by looking at how other artists had promoted albums, such as UK Garage/R&B duo AlunaGeorge with their 2016 album 'I Remember'. This promotional campaign is detailed below:

For our campaign we tried to create an even closer synergy between our three products, which we attempted to do by making sure that some elements were present in all of them.

The Graffiti visible in this shot was a major piece of scenery that we wanted to use, as it perfectly encapsulates everything we want CRUZE to stand for, being colourful and urban. We then included an image of CRUZE standing in front of a graffiti-covered wall from the same street as the image on the inside of the digipak.

The image on the inside of the digipak.

Similarly, on our website the background to the music page is from the same photo shoot, and as such it links to the video and the digipak.

The 'Music' tab on the CRUZE website.

We tried to create a cohesive and successful marketing campaign, using AlunaGeorge and other artists as inspiration. To do this we used the website as a hub for promotion where we included references to not only our video and album, but also to publicity events like a meet and greet and to the CRUZE UK tour which has its own tab.

The tour poster as seen on the tour tab of the CRUZE website.

Along with the meet and greet and the tour, the main event promoted on the CRUZE website is a live performance and interview on BBC 1xtra, a popular radio station in the UK that usually plays more dance and Garage leaning songs than BBC radio 1. This is an example of below the line promotion, as CRUZE benefit from being promoted on a radio station with a large and perceptive audience, while 1xtra benefit from having new content to premiere, which has potential to bring in a new audience and give attention to the station.

The news about the live performance on the 'News' tab of our website.

We also promoted the website using the digipak, which has a link to the CRUZE and nimbus records websites on the back cover.

Richard Dyer's Star Theory