Script
(Presentation with Voiceover)
I've established a strong sense of branding by placing specific emphasis in house style and design consistency. Being in a band is also being part of a business. All great business have raised recognisable reputation through their sense of iconography in addition to the quality of their products, without a strong branding foundation the product will fail no matter how innovative and well built their products are. As long as a wider audience is concerned, there has to be a successful branding behind the product that consumers will instantly recognise.
Looking at my music video production, I've represented a young trio rock band act that caters to fans of the rock genre and generally targets a young demographic ranging from teens to young adults. Through the music, costume and atmosphere represented in the music video I aimed to replicate an isolated, angsty and youthful band image that has a strong relatability with the target audience. The editing has also been an integral part in targeting a young demographic as it opens in a fast pace and fluctuates throughout the music video. More mature audiences are not likely to enjoy or keep up with the changes in pace and may not even understand the essence of what is happening due to their general lack of attention to detail. This was evident upon showing my music video to a more mature audience such as my parents. Their response was quite oppositional stating that they couldn't understand what was going on and ultimately dropped interest. This was an expected response as I clearly wanted to appeal to a younger audience who had a more positive response. This is what I want my branding to entail, to cater to young people that strive to be different and adventurous, which has been effectively represented in addition to my other production works. As a standalone project, it serves as the main bulk of content that young consumers will be drawn to, the music video can be seen as the main product a business standpoint. It is a raw representation of their style and music but is part of something much bigger, without a true identity and brand that is associated with this product, it will not thrive in such a competitive field of business.
Here's where the digipak comes into play, it provides a physical manifestation of the music for consumers to purchase and promotes a whole aspect of franchising that is essential in establishing a brand for the band. It uses stills from the music video itself which introduces a sense of familiarity for consumers as the music video should be their first exposure to the band. This act of cross promotion is integral in promoting a brand for audiences. I aimed to create a clear connection between the three products by recycling elements from each other that is notable by the target demographic. The digipak gives them more insight into the band image and the style they want to represent in the media. On the digipak, there are three elements that suggest a strong sense of officialdom and branding. The band name is appropriately repeated on both the front and back cover, seen in the copyright statement, this is the brand name that I want to promote and is therefore colourful and is stylised to grab attention. It shares the same colours and general look of the album title text to create a sense of uniformity and consistency. You cannot notice one text without paying attention to the other despite being positioned away from each other, this is because they are now seen as one unit, audiences will now associate the complementary colours of red and blue with the brand. This same colour scheme is also exhibited in the music video, again promoting cross promotion and familiarity among consumers. The distribution company logo is the second element that suggests a sense of officialdom and branding. Many consumers gravitate towards signed artists as their content is much more accessible and promoted effectively by the record label compared to unsigned acts. Having the band signed to an independent record label such as "Sumerian Records" allows them to be part of a wider group of franchising and have a stronger sense of identity. This is because more successful, well-known and iconic bands signed to the same label bring a name to this company to the general public. The idea is that if "Sumerian Records" have signed big artists within the independent scene, my band project will have the very same potential for this success. The band suddenly has an identity within themselves and an identity with their record label creating a big reputation for themselves simply by being signed to this record label. The third element is the overall design and look of the digipak, it is colourful and abstract which evokes positive connotations of creativity, innovation and artistry. This representation greatly appeals to the target audience and gives a strong basis for what their brand entails. This display of creativity is consistent throughout all three products but is most prominent in the digipak. This is one of the many products that come under the brand of "The Clueless" and greatly supports their artistic and abstract outlook that the band wants to portray.
I'd say that the webpage has been the most effective in establishing a sense of branding. This is where the official band logo is printed and is displayed to the world, includes the all important merchandising that is essential in promoting a brand, album promotion where consumers buy the album from, a review from online music magazine "Pitchfork" that further boosts the brand's reputation within indie music, their debut music video which is a main feature of the website and tour dates that further promote the band in a live context through numerous shows in prestigious venues. The webpage is a collection of everything and anything to do with the band and ultimately promotes "The Clueless" brand. The merchandise really puts across the brand to consumers as they all contain the uniform band logo. The logo itself is very depicting of a young demographic as it is quite quirky, unconventional and unique. This highlights the creativity and innovation that the brand is trying to represent. The fact that it is different and eccentric is representative of the indie culture surrounding the youth. Coupled with the many unique design aesthetics in each product line, it again promotes the artsy, colourful and lively representation that the brand wants to suggest to it's young target audience. It clearly juxtaposes their style of music but at the same time is related to their outlook as young people striving to be different in society. Having several lines of products create a sense of franchising that is associated with the brand. Fashion and appearance is a strong indicator of a specific culture that the brand is a part of, the products are colourful, stylish and appealing which is again depicting of the youth culture. This further promotes the brand being part of a youth centric market by producing and selling products that appeal to young people.
All throughout my products I've consistently portrayed this sense of youthfulness, freedom and unconventionality. I've done this by repeatedly breaking the rules of standard structure and grid layouts in the majority of my works. Instances of this include several skewed elements such as the band name on the album, the whole of the tour dates page, tilted shots in my music video and the mosaic in the back cover of the digipak. The use of colour throughout products such as the digipak and merchandise juxtaposes the atmosphere that rock usually portrays. Instead of skulls, violence and booze, which is commonly symbolic with hard rock and classic rock, I've utilised bright colours, abstract designs and creative displays to appeal to and represent the indie rock and youth culture. Following on from the portrayal of youth culture, I've casted young musicians to create a connection with young people. Their personalities also show through in their performance and highlights the dynamics between band members. The performance shows how united they are but at the same time have their differences and own identities within themselves. The performance of the music and editing aim to represent a sense of freedom and creativity as the pace changes throughout. Combining hard cuts and smooth transitions also reflect on the fluidity and freedom of expression Promoting the brand with the target audience through this connection. In conclusion, I've established a brand name that is depicting of indie rock, youth culture and creativity through colourful, abstract and lively design schemes that challenges the classic aggressive, violent and brash representation that rock has. This appeals to the adventurous and alternative mindset that the youth have which is the ultimate goal of my brand.
Looking at my music video production, I've represented a young trio rock band act that caters to fans of the rock genre and generally targets a young demographic ranging from teens to young adults. Through the music, costume and atmosphere represented in the music video I aimed to replicate an isolated, angsty and youthful band image that has a strong relatability with the target audience. The editing has also been an integral part in targeting a young demographic as it opens in a fast pace and fluctuates throughout the music video. More mature audiences are not likely to enjoy or keep up with the changes in pace and may not even understand the essence of what is happening due to their general lack of attention to detail. This was evident upon showing my music video to a more mature audience such as my parents. Their response was quite oppositional stating that they couldn't understand what was going on and ultimately dropped interest. This was an expected response as I clearly wanted to appeal to a younger audience who had a more positive response. This is what I want my branding to entail, to cater to young people that strive to be different and adventurous, which has been effectively represented in addition to my other production works. As a standalone project, it serves as the main bulk of content that young consumers will be drawn to, the music video can be seen as the main product a business standpoint. It is a raw representation of their style and music but is part of something much bigger, without a true identity and brand that is associated with this product, it will not thrive in such a competitive field of business.
Here's where the digipak comes into play, it provides a physical manifestation of the music for consumers to purchase and promotes a whole aspect of franchising that is essential in establishing a brand for the band. It uses stills from the music video itself which introduces a sense of familiarity for consumers as the music video should be their first exposure to the band. This act of cross promotion is integral in promoting a brand for audiences. I aimed to create a clear connection between the three products by recycling elements from each other that is notable by the target demographic. The digipak gives them more insight into the band image and the style they want to represent in the media. On the digipak, there are three elements that suggest a strong sense of officialdom and branding. The band name is appropriately repeated on both the front and back cover, seen in the copyright statement, this is the brand name that I want to promote and is therefore colourful and is stylised to grab attention. It shares the same colours and general look of the album title text to create a sense of uniformity and consistency. You cannot notice one text without paying attention to the other despite being positioned away from each other, this is because they are now seen as one unit, audiences will now associate the complementary colours of red and blue with the brand. This same colour scheme is also exhibited in the music video, again promoting cross promotion and familiarity among consumers. The distribution company logo is the second element that suggests a sense of officialdom and branding. Many consumers gravitate towards signed artists as their content is much more accessible and promoted effectively by the record label compared to unsigned acts. Having the band signed to an independent record label such as "Sumerian Records" allows them to be part of a wider group of franchising and have a stronger sense of identity. This is because more successful, well-known and iconic bands signed to the same label bring a name to this company to the general public. The idea is that if "Sumerian Records" have signed big artists within the independent scene, my band project will have the very same potential for this success. The band suddenly has an identity within themselves and an identity with their record label creating a big reputation for themselves simply by being signed to this record label. The third element is the overall design and look of the digipak, it is colourful and abstract which evokes positive connotations of creativity, innovation and artistry. This representation greatly appeals to the target audience and gives a strong basis for what their brand entails. This display of creativity is consistent throughout all three products but is most prominent in the digipak. This is one of the many products that come under the brand of "The Clueless" and greatly supports their artistic and abstract outlook that the band wants to portray.
I'd say that the webpage has been the most effective in establishing a sense of branding. This is where the official band logo is printed and is displayed to the world, includes the all important merchandising that is essential in promoting a brand, album promotion where consumers buy the album from, a review from online music magazine "Pitchfork" that further boosts the brand's reputation within indie music, their debut music video which is a main feature of the website and tour dates that further promote the band in a live context through numerous shows in prestigious venues. The webpage is a collection of everything and anything to do with the band and ultimately promotes "The Clueless" brand. The merchandise really puts across the brand to consumers as they all contain the uniform band logo. The logo itself is very depicting of a young demographic as it is quite quirky, unconventional and unique. This highlights the creativity and innovation that the brand is trying to represent. The fact that it is different and eccentric is representative of the indie culture surrounding the youth. Coupled with the many unique design aesthetics in each product line, it again promotes the artsy, colourful and lively representation that the brand wants to suggest to it's young target audience. It clearly juxtaposes their style of music but at the same time is related to their outlook as young people striving to be different in society. Having several lines of products create a sense of franchising that is associated with the brand. Fashion and appearance is a strong indicator of a specific culture that the brand is a part of, the products are colourful, stylish and appealing which is again depicting of the youth culture. This further promotes the brand being part of a youth centric market by producing and selling products that appeal to young people.
All throughout my products I've consistently portrayed this sense of youthfulness, freedom and unconventionality. I've done this by repeatedly breaking the rules of standard structure and grid layouts in the majority of my works. Instances of this include several skewed elements such as the band name on the album, the whole of the tour dates page, tilted shots in my music video and the mosaic in the back cover of the digipak. The use of colour throughout products such as the digipak and merchandise juxtaposes the atmosphere that rock usually portrays. Instead of skulls, violence and booze, which is commonly symbolic with hard rock and classic rock, I've utilised bright colours, abstract designs and creative displays to appeal to and represent the indie rock and youth culture. Following on from the portrayal of youth culture, I've casted young musicians to create a connection with young people. Their personalities also show through in their performance and highlights the dynamics between band members. The performance shows how united they are but at the same time have their differences and own identities within themselves. The performance of the music and editing aim to represent a sense of freedom and creativity as the pace changes throughout. Combining hard cuts and smooth transitions also reflect on the fluidity and freedom of expression Promoting the brand with the target audience through this connection. In conclusion, I've established a brand name that is depicting of indie rock, youth culture and creativity through colourful, abstract and lively design schemes that challenges the classic aggressive, violent and brash representation that rock has. This appeals to the adventurous and alternative mindset that the youth have which is the ultimate goal of my brand.