Branding

We are making a music promotion. Branding is important to the music industry. Branding is a particular make of a topic. It is about creating an image that people link to a particular type of product, topic or artist. 'Brands need to provide customers with consistent compelling experience in order not to confuse them, as confusion leads to doubt' (quote taken from mudvalley.com). Artists have there own brands which makes there music recognizable. Artists such as Michael Jackson could be recognized with simply wearing one glove, short black pants and white socks.

There has always been a need for branding since the beginning of mass production. Branding was used because the audience had so much choice and so from household items to superstar artists had to be given a distinct personality and make the audience want to buy the product instead of another. as (Naomi Klein) says 'Competitive branding became a necessity of the machine age - within the context of manufactured sameness, image based difference had to be manufactured along with the product.

One of the key elements of creating a successful brand is consistency across the range of products promoted at any one time and consistency in how a range of products are promoted across time. In terms of music this is done through appearance, as mentioned before Michael Jackson has a particular image that is recognizable. Sometimes artists will have the same type of beat in their songs or their videos might look similar.

Brands work because they turn a artist into something unique and special, one artist stands out from another and one band seems different to another.

The Brand we are trying to create for our artist is a cool but chilled out artist. His personality will be reflected through his songs and videos. He will have a certain image which would be stylish fashionable clothing and in his videos he will usually have a band behind him The video would show him singing the song then it would cut to him in a narrative. This will explain the song and make the video visually interesting for the audience. His album covers would be quite simple, usually there would be a picture of him and then a background behind him, usually of a certain place or location.

James Hamill and Daniel Collinson