Synergy - Brand Identity across Media Products

As well as making music videos to connect to songs, artist also tend to create many different media products to help build/maintain their brand identity. Other types of media include things like, a digipak, magazine covers or a poster promoting a song. The branding decisions in these media products are made before the music video, so that conventions planned can be put in to the music video. Some conventions that may be put it all the types of media, are things such as, costumes, props, location, appearance, colour schemes and graphics. This allow the audience to notice and easily recognise  features of artists and the synergy in all products promoted the artist's album.

Example: Chris Brown - X (the album)

X Album Cover

X Advertisment Poster

One feature that is repeated throughout the media products is this the colour style. The colours that are used in majority of the music video, the advert and the album cover, are black, white and red, The red that is edited in is obvious effects and would allow the viewer to quickly recognise it if they saw it anywhere else.

The dark/black background is repeated in the other media products. The darkness becomes familiar the the audience and it can easily be related to Chris Brown's X album.








The two main outfits that Chris Brown wears in the video is a loose all white outfit and him being topless, which is how he is dressed (or undressed) in both the album cover and advertisement for the X album.

The next example is a example of synergy, but using an artist that makes the same genre music that out music video will be based on - British Hip Hop/Rap/Grime.

Chipmunk - Transition Album

This is the Digipak for the album.

These are advertisements that promote Chipmunk's song and identity.

The video includes the same colour scheme, which is black, while and metallic silver colours, As well as that, he is wearing sunglasses in the video, just like in the advertisement for the song and there are many shots where there are lights that look like car lights shining, in the video, which is also in both advertisements and the album cover. He wears the same white t shirt in the video, advertisement and album cover as well as having the same serious face expression in all of the too. The same text - the white block waiting with a black background - is on the album cover and advertisements.

Screenshots from the video: Chipmunk - In the Air