How effective is the combination of your main product and

ancillary texts?

By Jay Dobkins

Introduction

The term ‘star’ refers to the semi-mythological set of meanings constructed around music performers in order to sell the performer to a large and loyal audience.

A star is an image, not a real person, that is constructed out of a range of materials, for example through advertising, magazines as well as films etc.

Stars are commodities produced and consumed on the strength of their meanings. For example, our band Faulkes were created because of their love for music and their hardship they have gone through to finally be recognized.

Stars depend upon a range of subsidiary media – magazines, TV, radio, the internet – in order to construct an image for themselves which can be marketed to their target audiences. We used a variety of materials to enhance this image, our pop promo, a CD cover and a poster. Again Faulkes reinforce their image of being organic and natural through all their additional media, for example, the first CD cover highlights this aspect by being rustic, natural and organic.

The star image is made up of a range of meanings which are attractive to the target audiences.

I believe that there are a few range of meanings which are relevant to our band, Faulkes:

• Youthfulness• Sexual Magnetism• Originality • Creativity/talent• Success against the odds

Youthfulness

Both members of the band are quite young, both around their early twenties. With them both being quite youthful, it makes it easy to establish more of a connection with their target audience.

Also, their style also reinforces their youthfulness, they are both dressed quite simply but a clear, definite representation of what their target audience would wear, as they were both on-trend in terms of their style.

In addition, we decided to choose a slightly more kooky idea in terms of make up for our female singer, we chose to use stage make-up to give her a more unique look. By creating this artistic pattern highlights not only their style but also this idea of being young, innovative and creative.

Sexual Magnetism Although our band do not convey an essence of promiscuity it is clear that

they are both young, attractive people. We tried to go against the norm in terms of style, not dressing them,

especially Melena provocatively. However, we did dress her in a cropped top, this was their for her to be seen as good looking to the audience, especially the male audience, as she bares some skin, but in a subtle way that still makes her seem innocent.

Originality Initially, we believed that as a whole Faulkes were incredibly original. We

tried to incorporate this sense and style into all the aspects, from the idea and concept behind the pop promo, the set and the style of the band themselves. This together, I believe created this natural, rustic, organic, original look we hoped for.

However, we learnt that this really was not the ideal aspect of their originality, when it came to actually shooting the footage we realised that, performance was a key feature in terms of their originality, and therefore, tried to incorporate more and more performance clips throughout the pop promo. As their sound was quite unique and different from the norm, therefore this created a sense of originality.

Creativity/Talent Throughout our pop promo we clearly portrayed this essence of creativity.

All the concept clips give a clear demonstration of this, from the use of our blue screen which was a textile piece one of our members created to our setting of this theatrical, artistic boat set.

From the beginning, it was one of our priorities to highlight and reinforce their creativity, they are both artistic in terms of their skills and originality as well as their talent in music.

Success Against the Odds

Faulkes are unique and extremely lucky to be where they are. They are from outside the British music industry but have clearly become a success.

Both members are from Sweden, this helps to give them an exotic star image, because of this distant cultural proximity it makes them seem unique and desirable to their target audience.

Also, being from Sweden helps to reinforce this natural, organic image they have tried to create. Sweden is a country which is clean, in touch with recycling and eco-friendly, something that very much fits with the image and style Faulkes have.

Richard Dyer

Fundamentally, the star image is incoherent, that is incomplete and ‘open’. Dyer says that this is because it is based upon two key paradoxes:

• The star must be simultaneously ordinary and extraordinary for the consumer

• The star must be simultaneously present and absent for the consumer

Paradox 1The star must be simultaneously ordinary and extraordinary

for the consumer.

Dyer is trying to explain that all stars have to have this balance between being seen as ‘normal’ (ordinary) and talented and creative (extraordinary).

This is often shown and reinforced throughout the concept and performance clips of the stars pop promos, the themes incorporated and any symbolic material used.

For example, with Faulkes, at first glance they probable seem very ordinary, as they are dressed in fashionable clothing and have quite a stereotypical look of the present. However, when you look beyond just appearance you realise their extraordinary characteristics, that make them unique and creative, their rustic, natural setting, their talent in terms of the music ability and their kookiness in relation to Melena’s creative stage make-up. All these features help to highlight their individuality but also makes you realise they are too normal, like everyone else.

By using this paradox to help create and identify a star image, allows you to establish this perfect balance and creating a star that will certainly appeal to its target audience. It helps to ensure you meet their needs.

Paradox 2The star must be simultaneously present and absent for the

consumer.

This is very much based on the idea that you continually want your star to leave the audience wanting more and more.

We have tried to use this in our main media product being our pop promo as well as our ancillary texts such as our CD cover and our poster.

Throughout our pop video we continually tried to incorporate this idea. For example, we frequently used this convention of maintaining direct address then breaking away, as this leaves the audience wanting more and more from your star. But we also created this theatrical world in parts of our video, this again makes the audience want more as they want to be in this creative world with the star and then when they break away from this ‘world’ it makes the audience see sense and realise it is ‘fake’ if you like. But it is this idea of leaving the audience intrigued and wanting more.

The incoherence of the star image ensures that’s audiences continually strive to ‘complete’ or to ‘make sense’ of the image – there is the continual sense of intrigue.

This is often achieved through the continued consumption of the star through his/her or there products. Being a band they are often marketed as a duo and therefore their image is together, their organic, rustic style is reinforced because there is two of them.

In the music industry today, performance seems to be the completion of the image, it is the idea that you are finally in the same room as your favourite star. However, it is always ultimately unsatisfying. As it once again, leaves the audience wanting more as they want to go out and buy the merchandise and go to the next concert etc. it is a vicious circle. It means that the fans will go away determined to continue consuming the star in order to carry on attempting to complete their image.

Star Image Continued

Finally, the star image can be used to position the consumer in relation to dominant social values, that is hegemony. The star makes the audience think certain things, the text has an effect on the audience.

Depending upon the artist, this may mean that the audience are positioned against the mainstream, although, only to a limited degree, since they are still consumers within a capitalist system or within the mainstream or somewhere in between.

Faulkes actually tend to be positioned against the mainstream social values, as the band seem to go against the dominant power of the patriarchal society. Even though, there is a male and female singers within the band, the female comes across as the lead in a male dominated industry.

The band has quite a soft image which is going against the music industry output in terms of both gender and sexuality, as most women within the industry are commercial exhibitionists, they are all accentuating their sexuality, for example, Lady Gaga and Madonna. This supports the patriarchal society we live in, as most female artists are constructed for the male gaze as Laura Mulvey describes. Whereas, Faulkes seem to have more of a subtle approach to this construct.

However, Faulkes also could be seen as positioned in between the mainstream social values, as they try to demonstrate their own sense of creativity, originality but also conform to the mainstream with the music ability of being just another ‘TV Bard’ music act. Although, they also seem to have this extra edge, they promote this organic, eco-friendly style and image. This is a major concern in the world at the moment and conveying this message gives them this competitive advantage. The autumnal feel throughout the pop promo, the CD cover and the poster does tie in with contemporary politically correct environmental issues.