Sigma Advertisement

Sigma are a drum and bass duo consisting of Cameron Edwards and Joe Lenzi. The word sigma means a mathematical sum/ a Greek letter in the alphabet. The font is best described as a digital looking font this could link in with the fact that they’re a drum and bass duo that is quite a technical genre as technical equipment is used to make their music. The dominant image is of two girls running into the waves on a beach this suggests that this song is summery, happy and about having a good time. The image is also out of part of the video so it makes a direct link to one of Sigma’s singles video. Dominant colours

include bright blues and white which connote liveliness and summer. The CD is signed to the record labels; All Around the World, Breakbeat Kaos, 3beat and Hospital. They are all drum and bass record labels which connotes the genre of this song. The duo fits in with the genre of drum and bass and this is signified by the techno font on the front of advertisement poster cover and the fact that the image is summery as I have noticed many drum and bass videos are summery settings and about summer vibes. Attitudes and values of this genre are pretty much the same as the following rudimental and sub focus as the genre is quite summer based and mainly about happy vibes, dancing/partying and loud music. The target audience again is for young adults, who are interested in the genre of drum and bass and are about having a good time. The poster is appealing to the target audience as it has bright happy colours and 2 characters clearly looking like they’re having fun in the sun.