Promotion: Creating a Brand

There is a contrast between artists/groups on how music videos impact their "brand". Often artists are sold as a brand and the music video acts as a product of the brand. The aim is for the audience to be inspired to “buy into the brand” i.e. buy records/merchandise etc. The Spice Girls are a good example of this. Other times it is the song and the meaning of the song that is sold, and the artists ‘image’ has little to do with the sale of the song. Very often the contrast between these two types of artist is organic and synthetic.

Lady Gaga vs. Adele

Lady Gaga

Adele