question two course work

8/3/2019 Question Two Course Work

1/13

QUESTION TWO: HOW

E FFE CT I V E I S T HE

CO M BI NAT I O N O F YO UR M AI N

PRO DUCT S AND AN CI LLARY

TEXTS?

Daisy Edwards


2/13

WHAT IS A BRAND?

A brand is a particular make or look of a product. In terms of music artists, it would be

the same style of clothing or make-up that would link in with their image from their

albums, posters, music videos etc. However, when regarding branding as a whole, they

need to be consistent throughout all versions and medias when presented to an audience,

to avoid confusion.

Example of branding, although the products are individually

different, the layout of the packaging and the colours are verydifferent and stand out though an audience member would

understand d they are from the same company.


3/13

EXAMPLES OF BRANDS

Dairy milk chocolate has a very specific

brand image. The colour purple is used

throughout their products, as well as

their logo (Cadbury) written in the white

swirly writing. Spirals and swirls arealso shown in their wrapper designs.

Heinz also has a very clear brand

image, in their adverts they relate to

happy families, friends and warmth

and general happiness. Their design

consists of the bold Heinz on their

products as well as the boarder

around the text.


4/13

EXAMPLES OF MUSIC BRANDING

For their new album, Kasabien have

had a brilliant set of iconography and

branding. The above is the album

cover, next to this text is a still from

one of their new videos. As you can see,

there is an obvious connection with the

colour coding.

The colour coding is the same and the

monochrome wash on the camera, for the

video, links back to the album. This look is

also very striking and would easily catching

the attention of the audience, which, after

all, is the aim for music artists.


5/13

EXAMPLES OF MUSIC BRANDING

When looking how to brand an artist or band, I analysed the artist Corinne Bailey Rae, who is

an acoustic/jazz artist.

The relaxed, natural iconography of the artist is

clearly shown in both album covers though mise en

scene and the colours involved (the first album and the

second) and although her name/logo is written

differently, the order in which it is, Corinne on top,

Bailey in the middle and Rae on the bottom, allows the

audience to recognise the artist.

Other factors in her videos such as camera angles (close ups are used frequently to show her none make-up coveredface) , locations (usually in calm places such as rivers and forests) and the general iconography of the artist also

remind the audience of her genre.


6/13

OUR BRAND IMAGE

Our artists brand image in three words: Unique, timeless, quirky.

While creating our print products and

music video we had to be aware of ourartist iconography and the themes

throughout both photo shoots, album

artwork and music video. One link you

can see is the curling boarder on the

back cover, connoting fairy tales and

linking back to the music video.

With the front and back cover of our album, we wanted to keep it simple but effective. We kept thecolour red throughout our products, as the colour suited our artist and their style of music. Above,

you can see how we have kept the colour coding and the iconography the same for both the front

and the back.


7/13

OUR BRAND IMAGE

Keeping in mind of our colour coding for our artist, we had to think of our music video. We used

the title of the song Big Black Horse and a Cherry Tree to link in with Fairy Tales. In our

music video, there is a frequent use of intertextually, and we used Little Red Riding Hood red

cape to fit with the iconography of the artist and the theme of the video.

We also used the timeless aspect of our artists branding

in her make-up. Our actor wore black eyeliner and red

lipstick which not only fits with the artists branding but

also links back to her iconography with the colour red.

To link back to the artist genre, we used the prop of a

guitar during our on-location photo shoot. Not only does

this keep up with the branding (as we have a guitar in the

music video and studio shots) this also reiterates to the

audience that she is an acoustic rock artist.


8/13

OUR BRAND IMAGE

Regarding the inside panels for our album cover, we based one of our panels on a Florence and

the Machine montage. This was incredibly fun and interesting to do as we had to take photos,

edit them and place them appropriately to give an even view of our artist. Some had to be funny,

serious, normal etc. in order to engage the audience with the realistic nature of the artist.

We kept our colour coding of red, black and white consistent as well as the make-up and other

mise en scene in the images; we also used an acoustic guitar to link back to the artists genre of

music (acoustic rock.)

With our thank you

page, we used only one

location shot and whitewriting (linking back to

the front cover of the

album, the

iconography and the

branding.)


9/13

OUR BRAND IMAGE

Also, as you can clearly see from stills from our video, we have kept the make-up and the

artists iconography and branding very close for both the album and the promotional poster.

Same make-up

Red (lipstick and

cape.)

Mise en scene (woods

and acoustic guitar.)


10/13

HOW HAVE WE CON TINU ED OU RBRAND IMAGE?

As previously shown, we have kept our colour coding for our artist constant throughout the medias shes been present in. Here

are a few examples, linking the video back to the colour coding and the overall iconography of the artist in other parts of the

video and in the print products.

Red lipstick

Red Hood

Long angled shots

Acoustic guitar

Fairy Tale reference


11/13


The timeless aspect of our artist allowed the make-up for our artist to link between the video and the print products,

as well as the colour red. However, we used intertextuality in our music video (with the fairy tale references) and with

our album cover.

The red writing across the facecan link back to singer/song

writer David Bowie and can link

back to our research of Ingrid

Michaelsons album Be OK

We also focused on the costume used in the

performance and narrative parts of our music video.To allow our branding to stay true to our artist.

Clearly we kept the colour red used though, in the studio shot it was in very subtle ways with only the

red heels (shown once in the whole video) red necklace and a red bracelet. With the on location shots

we asked the actress to wear a simple, plain dress though something bright as it would hopefully

stand out amongst the dark forest, which is did. The red cape involved the red colour code and also

involved our intertextuality. The back of the album cover included the heels and jewelry with the

addition of black bottoms and a red top (this outfit was quite simplistic, reminding the audience that

her talent matters more than her looks as she is an acoustic rock artist.


12/13


Although in the location shots few close ups are used, in the studio footage we have several close ups and few extreme

close ups which link back to the front cover close up of the album. We can also see, ever so slightly, the red necklace in

the front cover close up which is seen in the studio footage in the video. The smoky eye make-up is also the same as isthe artists hair style, the only difference in appearance is the costume and the KS written across the artist face.

The spot light on the album also links back to the video, where we see a side view of a spot light on the artist in the

studio. The KS written on the artist face also links to the very beginning and the very ending of the video, where we

see the artists logo, KS, on the fairy tale book, opening and closing.

http://www.youtube.com/watch?v=kp7

TsPZcTdA&list=UUZAea7I6ZqbiolDi

67HfhgQ&index=26&feature=plcp

Our Video


13/13


You can clearly see the colour coding has been kept to in the inside panel, the

montage page. On this page, the iconography of the artist (being fun and

quirky) can be seen. It also allows the audience to see behind the scenes images

from the video shoot and the studio shoot.

The striking on location shot links back to the video

and creates successful brand imagery with the text

linking back to the front cover of the album and also

links to the location footage in the music video with

the red cape and the image itself.

The black swirly boarder is a clever branding technique

which links back to the fairy tale aspect of the music video

and the costume and props link back to the music video

and can connote the artists music genre via the acoustic

guitar.

question two course work

Documents