CRITICAL REFLECTION 2
How do elements of your production work together to create a sense of 'Branding
What do you think is branding or brand identity?
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.
It provides a mechanism to communicate the benefits of your media in a visual way that is instantly recognisable. It's the way to instantly connect with and communicate to your target customer.
Good branding elevates a business and builds recognition and loyalty. Customers are attracted to brands that share similar values with them.
How big is Lauv as a brand in the market?
Lauv is a 24 years old singer from San Francisco, United States with estimated net worth of $1.5 million.
In 2014 when he was 20 he co-wrote "The Other" with Michael Matosic.The song gained blog attention and, after he uploaded it to Soundcloud in 2015, it went viral, peaking at number three on blog aggregator Hype Machine, and hitting the Global Top 100 on Spotify.
On May 19, 2017, Leff released the single "I Like Me Better". It peaked at number 27 on the Billboard Hot 100, earned platinum certification in seven countries.
Lauv has at least 18 songs. He has 1.7 million followers on instagram, 827.8k followers on twitter and 3.02 million subscribers on youtube. He supports LGBT and draws strength from his battle with mental health to create powerful and intimate songs throughout his newest album. He attracts people who can relate to his songs and his opinions. He performs concerts in India too and is experiencing growing markets in many different countries.
Research/ analysis
The music videos that I analysed other than Lauv's original 'There's no way' were-
- 'make you mine' by PUBLIC
- 'Right there' by Ariana Grande
- 'love myself' Hailee Steinfeld
The digipak's I analysed were-
- Katy Perry Prism album
- Original song 'theres no way'
- Dangerous women album by Ariana Grande
Websites that I analysed-
- Selena Gomez
- Julia Michaels
- Lauv
I also conducted an analysis on an amateur and proffessional music video. I took a music video of an A2 student and compared it to the original music video of that same song and compared the elements like camera angles, video effects. visualisation, storyline and colour scheme.
I conducted Questionnaire with 40 responses that helped me understand my audience and Interviews of more than 20 people.
Similarities and differences from original
Video
'There's no way' has two artists that fall in love with each while on their job adventures of travelling, practicing and performing but are bought back to reality at the end of the video by their current partners. In our music video, even our characters are separated by their current partners. However, the characters are very different and in our music video, they had history because they had dated. Our settings differed as in the original one they are either travelling, partying or performing in concerts but our sets were all indoor to create a sense of comfort.
Digipak
The original and our digital have the same colour scheme, blue. The difference lies in our use of quotes from the song and pictures that we took during the shoot. We even used an aesthetic shot of two hands trying to touch each other but are at a distance, which describes the music video well too.
Website
Lauv's website has a very multi coloured, bright and radiant vibe to it whereas the website that we created, we wanted it to be similar to his album so we used colours such as blue, purple and white. It fits perfectly well with the song and matches its vibe.
How does your merchandise create appropriate promotions for the artist?
My merchandise consists of sweatshirts, key chains, T-shirts, caps, bracelets, phone covers and perfumes. The clothing has the quotes from the song or the name of the artist and song. I used the standard font that Lauv uses in his song and albums.This would make the target audience relate to the entire branding better and the merchandise would catch their eye better allowing it to be sold more easily.
Social Media Marketing-
His following in social media apps such as instagram, facebook, twitter and youtube has created a great advertising platform. He can spread awareness and promote about his new song or album by just one post and details.
The link of the music video will be on every social media account's Bio.
How does the whole package together work for artist promotion?
The price range from $12 to $120 at the merchandise section allows everyone to purchase whatever they want, even if it is something as small as a key chain.
The website includes the same fonts and colour scheme which gives the audience a sense of familiarity. His pictures and contact information attracts the audience even more.
