1. How do the elements of your production work together to create a sense of ‘branding’?
The music video we created for our A2 coursework did not aim a massive profit, but in terms of branding the focus was to create a successful brand image. Jalen Santoy is not an artist with a significant social media presence, he does not have an official website but despite this fact he has albums and a constant audience. His number of followers on Instagram and Facebook is quite small for an artist with millions views on YouTube. Due to these facts we created more publicity. We managed to create his brand image by creating a music video, a website and a digipak that are coherent to one another.
The music video was the fundamental part of our project and making a noticeable branding image. From the locations to the style, characters and editing everything was chosen carefully with the target to create it in the style of our artist and his music. In terms of style, the colours of the lighting complement the beats and give meaning in correlation with his lyrics. As for the characters, we made a choice to do it ourselves meaning my colleagues involved in this project, were the only characters. We made this choice as it occurred to us that who would portray better the feelings and gestures we required more than ourselves, I was not one of the characters but Jennifer and Ariana expressed exactly what we planned to show the world - the multitude of feelings one can feel when involved in a relationship - through this music video. A consistency was created between all three works as it occurred to us the fact that more coherent projects determine a bigger branding result.
As for the website, in order to get more attractive to the eye of the viewer, we decided to limit the quantity of information and compensate with visuals that are related to the artist chosen and his lyrics. This choice was made with the target to engage with the audience in a way that raises to its expectations. It includes in the main page, many visuals, videos and glitch text so that all of these part complement each other and result in an attractive page which attracts the audience. The information and visuals, the website comprehends are in a quite beautiful correlation and this creates pleasure to the viewer.
Ending with the digipak, the style was carefully chosen as it aimed an attractive but related to the music video result. We decided to use overlapping photos of the main characters and not photos of the artist due to the fact that we wanted to determine a strong bond between it and our two other parts of this project. We discovered through research that by doing so, the whole project engages with the audience in a certain way that branding increases and create a successful branding image. In therms of editing, same colours and text were used as in the website and music video becoming an original style for the artist that creates an attractive visual. For the front and the back of the digipak we used photos taken from the shootings for the music video.
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