Creating Brands and Brand Synergy (its very fancy stuff)

Today in class we were introduced to the wonderful world of brand synergy. It's all about the consistency artists adopt to make themselves for easily recognised and branded, especially when being newly introduced. I studied three musical artists and how their brand synergy was intertwined through their image when releasing their debut albums.

Emeli Sande

Emeli Sande has a specific look to her videos and promotion, they all follow the same muted colour scheme (browns and greys) suggesting the down to earth and wholesome nature of her music. Her name is in a plain typeface on her album cover, the same used on her promotional material. The slight grunge look on her album cover is used in her music video 'next to me', which imitates the muted tones and rustic feel of the album art. We also are given a lot of close-ups of the artist (key when thinking about releasing a new artist) in both the video, album art and promotional content. Her actual styling is also key to brand synergy, e.g. her blonde hair in quiff form is made evident across all media plattforms.

Disclosure

Disclosure makes use of a couple motifs to format their brand synergy. The most evident is the outline of the face that they use across all of their media (album art, posters, music videos). It usually flashes on the music video but is obvious enough to become a recurring brand image associated with the duo. When seen in another music video fans will immediately be able to male the link between the two, making the motif useful for brand association and awareness (branding musical artists is key in the music world to push awareness of the artist). The band also has a font type the use across their printed media, much similarly to Emeli Sande. Lastly the dup are in fact a duo - and so the more subtle motif is the impression of duality.  A lot of mirrored images and shots of the duo performing together are used in the music video, as well as the use of an image depicting the two as young boys on their album cover.

Labrinth

Labrinth focuses on a few key elements of synergy that tie into an entire brand concept. His debut album is entitled 'Electronic Earth' and so fittingly, the look of the album art and his music video 'Let The Sunshine' are appropriately very futuristic looking with high production value. Even down to his typeface for his printed media, the overall look is very futuristic. His colour scheme (black, dark blues, reds and purples) is also used throughout different media to once again tie in with his album concept, similarly to Emeli Sande and her matching album work and music video.