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Music Video Producion:Creating Brand Identity

+The Dawn of A New Era

When music videos were initially introduced on MTV, for the first time, artists had a real opportunity to present themselves to the public and hopefully gain a strong following.

Going beyond just the music as heard on the radio, videos enabled artists to convey a more comprehensive message, portray an image and create a brand for themselves.

Videos became so powerful they could make or break a single or even a new artist’s career. 

+A Changing Landscape

Despite the decline of the music video on mainstream television the music video still remains one of the most powerful promotional tools.

In the last ten years improvements in web-video technology (Youtube, Twitter) have allowed the music video to reassert itself as a dominant force.

Online platforms such as websites and social media accounts must be clearly linked with the image of an artist. A tweet from a major artist can reach ten times the audience a television channel will reach in just a matter of minutes.

Hence, as a music video platform, the web has become the dominant.

+Brand Identity

When creating multiple media products, brand identity is something that requires carefully consideration.

The artist’s “image” must be cleverly extended through careful choice of colours, images, text, even font!

A range of products like a music video, a website, a Twitter account, a digipak or magazine advert must clearly promote one image of the artist across all elements.

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+Changing Images

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+Changing Images

The Arctic Monkeys are a band that have completely changed their brand identity to enable them to reach a new audience.

There are pros and cons to doing this. What are they?

Pros Cons

+Blog Post: Brand Identity

1) Start the post with an explanation of the importance of “brand identity” across a range of products.

2) Include the Jessie J case study

3) Include the case study on changing brand identity on the Arctic Monkeys (you may need to carry out your own extra research for this part of the post)

4) To extent your work further, investigate the “brand identity” of another artist of your choice.

Use plenty of images and videos in your posts.

+Lady Gaga

+Artist Profile

Age

Gender

Number of band members

Genre (subgenre)

Core Target Audience

+Creating An Image

Identify the genre of music – create a moodboard of that genre

Collect images that reflect the genre of your chosen artist.

These might include images of other artists, stills from existing music videos, images of props/costumes/locations that are typical of the genre.

+Example Moodboard

+Fashion

Fashion and music have always walked hand in hand, with musicians often being the driving force behind the latest fashion trends.

From something as simple as a band t-shirt to a more immersive association with punk or hip hop culture, fashion and music are inseparably intertwined as a means of self-expression.

The costumes you have your artists wear will play a big part in creating a memorable image.