Branding is important to the music industry because, a brand is not the same as a product. A brand is the particular make of the product. For example, instant coffee is a product but Nescafe and Kenco are all different brands of coffee. A brand often refers to more than just one product. It can refer to a whole line of products made by the one company. This is important in the music industry because it helps to promote an artist in many other ways.
Branding is about creating an image that people link to a particular type of product, an image and message that will draw them over and over again to buy the same particular product. Therefore it is essential that our product is branded well in order to draw our audience in and for them to remember our product and want to see it again.
Brands work because they turn a product into something unique and special. This is important for selling our product as it will help to ensure that our product stands out in the media world.
'Advertising today is not merely about selling products; it is about selling a brand, a dream and a message'. (Katharine Viner).
An example of branding is Lily Allen, who brands herself in many ways such as:
- her music videos
- album covers
Her brand image is created within her album cover to portray her as urban and chavvy. The use of her costume (big gold jewellery, nike trainers and grafitti in the background) helps to link to the urban side of Lily, contrasted to the girly dresses which make her have a feminine side. This brand image is also seen within her music video.
Her video also demonstrates her as urban, chavvy yet a girly-girl.
It is important for a product/artist to have a brand as it allows the audience to relate to them and for the artist/product to be associated with. The fact that her album cover links well with her music video is important because it helps establish a clear branding image for Lily Allen. Therefore it is important that we ensure that our album cover and video link well in order to establish a brand image for our artist.
The cover for her single, is bright, bold, and adventurous. The cover establishes her brand image to be wild, crazy and fun. She wears similar outfits in the cover shoot for the video 'California Gurls'. It is clear to see that the single cover is from the video, demonstrating how her brand image is all linked together.It is important for a product/artist to have a brand as it allows the audience to relate to them and for the artist/product to be associated with. The fact that her album cover links well with her music video is important because it helps establish a clear branding image for Lily Allen. Therefore it is important that we ensure that our album cover and video link well in order to establish a brand image for our artist.
Another example for branding is Katy Perry.
It is important that the two link together in order to create a clear idea of what Katy Perry's actual brand image is. Fun, crazy and feminine.
By Elisabeth Mullin
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