I feel that together, the amalgamation of our music video, album cover and website are quite effective for a number of reasons. These include synergy of consistent themes and styles across the products, and following modern trends as the music video has developed. Despite this, there are of course ways in which they could be improved.
Mind Map created by mattromo with ExamTime
Our branding is a strong part of what makes Roza's marketing something that could have real potential for success. Press play and slide through the ExamTime presentation above to explore the repeated use of Roza's unique logo. It is present across all aspects of the artist as a product:
- Live tour
- Album cover
Along with an ever present logo, we consistently kept to a colour scheme of black, white and grey with splashes of red as part of our release campaign. Having this and repeating it deliberately makes it more likely to imprint the image into any audience member's mind, along the same lines as associating the colour purple with Cadbury's chocolate, but a combination of purple with yellow might draw out the branding of UKIP in some minds; combinations of colours presented in certain ways mean things to us subliminally.
|Mood board made by taking shots from the music video|
|The album cover demonstrates the same attention to artist image. All 3 artefacts and each part of them were created with an awareness for branding in mind.|
This, and all of the above plays into Dyer's idea that performers in the industry will strive for immediate star identity straight from the first album/release. This personality and identity comes through more than just the song and lyrics but through consistent branding across the marketing campaign, to form a clear image in the mind of the audience. Richard Dyer's 'star' theory also states icons are created by media institutions to represent real people, something we took into account when constructing our artifacts for Roza, as every choice is deliberately constructed with marketing to the audience in mind
We maximised the potential success of our artist by ensuring our marketing campaign had a strong, clear brand, and was as interactive and cross platform integrated as possible to keep up with the modern trend of so much being accessible on mobiles and through the web 2.0. The proliferation of internet capable devices, and young people being renowned as the 'technological natives' most frequent to use this demanded we exploit as many opportunities within this as possible. Every intercative and social opportunity had to work together to promote our artist.