CCR 2 Script

A brand is a representation of identity. We interact with brands all day everyday each one
different from one another; each one distinguished by their own specific logo, name, tagline,
design or any other factor which makes the viewer aware of their brand. For promoting my artist
‘Matthew John’ and his album ‘talk is overrated’, I have created a promotional package
containing a music video, digipak and a website. I have used a strong sense of branding
throughout the promotional material in order to push my artists brand image towards his target
audience making him more recognizable.
My aim with the brand of Matthew John is to focus on his personality, passion and visual
identity. This is because the brand will be a complete representation of the artist, and will either
attract or put off audiences. One of the ways I demonstrated his personality was through the
colour scheme of the promotional package. An orange and green collaboration gives the CD and
digipak a retro visual aesthetic which also coincides with the retro music video produced. The
music video shows the artists journey in a more personal way making the audience feel more
connected to him.
A technique I used to enhance the branding is cross media convergence and synergy. This is
where I integrated elements in all three of the products to work together to promote each other
and the overall brand. These media products follow the codes and conventions of the pop genre
and so use the same colour palette and house style for each one. These conventions are portrayed
through aspects such as my website. All photography taken on the trip was set in an identifiable
location, for my website, the pictures used are set in the same location as the digipak covers.
Thus, adding a sense of familiarity to the Matthew John brand.
The impact of strong branding on my products is crucial. Not only does branding increase brand
recognition, but also works towards brand loyalty so that the buyers of this album will be
guaranteed buyers of the next. Thus also increasing revenue generated from merchandise and
ticket sales, both of which depend on the strength of a brand. Creating a strong brand was done
by using conventions of media to my advantage. Mise en scene for example. By using the same
location for digipak covers and website pages it allows the audience to feel as if they have seen
more than one angle of the artist.
However, I decided not to include the identifiable bridge location in the music video as my
research showed that doing this would appear unprofessional. The location of the digipak is
never or is rarely seen on the digipak. This is due to the fact that there are multiple songs on an
album therefore the only way to maintain continuity throughout the promotional package is via
the colour scheme, mise en scene and house style.
I wanted Matthew’s website to portray his brand as much as possible. In modern day society the
target audience for my artist are dependent on technology as digital bloom has a huge effect in
how consumers behave. Different social media platforms give the audience a voice as a
community, thus a strong social networking presence is required. By staying up to date on
platforms such as Twitter and Instagram. Matthew’s followers will be more interactive and
active on his profiles. This will also help when promoting upcoming music as his fans will be
informed within seconds.
The music industry is very competitive when it comes to branding. Each band or artist is trying
to branch out and appear unique. By holding a consistent look throughout his promotional
package I believe I have played a significant role in differentiating Matthew from competitors in
the industry.