SYNERGY

by MONIKA

SYNERGY       TWO OR MORE THINGS WORKING ALONG SIDE EACH OTHER FOR MUTUAL BENEFIT

ARTISTS AND RECORD COMPANIES TRY TO CREATE A SYNERGY ACROSS A RANGE OF MEDIA PRODUCTS IN ORDER TO PROMOTE THEIR MUSIC AND ESPECIALLY THEMSELVES.

I LOOKED AT SOME ARTISTS TO FIND OUT HOW THEY HAVE CREATED SYNERGY WITHIN THEIR PRODUCTS.

KENDRICK LAMAR

'TO PIMP A BUTTERFLY'

ALBUM COVER

THE COVER OF THIS ALBUM IS COLOURLESS AND HAS NO WRITTING AT THE FRONT, IT IS WEIRD AS USUALLY ALBUMS HAVE NAME OF THE ARTIST AND NAME OF AN ALBUM ON THE TOP.  THE PICTURE HAS BEEN TAKEN IN FRONT OF THE WHITE HOUSE; THERE'S A GANG OF SHIRTLESS BLACK MALES HOLDING BOTTLES AND IN CONTRAST THERE'S ONE WHITE HIGH POSITION MALE CHARACTER (LAWYER)  ON THE GROUND WITH CROSSES DRAWN ON HIS EYES (SYMBOLISES DEATH). THE BACK OF THE COVER IS WHITE WITH HAND-WRITTEN LIST OF SONGS THAT LOOKS LIKE SIMPLE SCRIBBLED NOTES.

MUSIC VIDEO

THE TOP SONG IN THIS ALBUM IS CALLED 'ALRIGHT'. THE ARTIST CREATED A SHORT FILM OUT OF THIS VIDEO. THE NARRATIVE IS ABOUT DISCRIMINATION AGAINST RACE IN THE USA. THE WHOLE VIDEO IS BLACK AND WHITE AND ALSO SHOWS GANGS OF PEOPLE DRINKING AND RIDING CARS AS WELL AS SOME ESTABLISING SHOTS OF THE STREETS AND OTHER LOCATIONS.

IDENTICAL FEATURES

THE KEY FEATURES WHICH CONNECT THESE TWO PRODUCTS TOGETHER ARE BLACK AND WHITE FILTER, THE GANGS OF BLACK PEOPLE, BOTTLES OF ALCOHOL AND VIOLENCE. THIS TYPE OF SYNERGY BETWEEN THE PRODUCTS MAKES THEM APPEAL TO THE AUDIENCE AS THEY FAMILIARISE WITH THE LOOK OF IT AND CAN IDENTIFY THE PRODUCT ANYWHERE THEY SEE IT.

IGGY AZALEA

'FANCY'

ANOTHER VIDEO THAT I'VE LOOKED AT IS THE SAME GENRE AS MY CHOSEN SONG WHICH IS RAP/POP.

VIDEO

IN THE VIDEO THE KEY FEATURES WHICH STAND OUT ARE:

*90'S HIGHSCHOOL THEME

*COLOURFUL OUTFITS

*ARTIST AS THE MAIN CHARACTER

*CARS

*PARTIES

ALBUM COVER

THE ALBUM COVER IS VERY COLOURFUL, THE ARTIST IS THE KEY FEATURE ON IT. THE BACKGROUND IS COLOURFUL AS WELL WITH LOTS OF PINK SHADES USED.  THE TYPOGRAPHY ALSO HAS TWO DOMINANT COLOURS WHICH ARE PINK AND BLUE.

TOUR POSTER

THE IMAGE USED FOR THIS IS SAME AS THE ALBUM COVER, HOWEVER, IT IS DARKER AS THE BORDER OF IT IS BLACK AS WELL AS MOST OF THE TEXT BOXES ON IT. THE TYPOGRAPHY IS STILL THE SAME AS ON THE ALBUM COVER SO THAT THE AUDIENCE COULD EASILY RECOGNIZE IT.

ALL THREE OF THESE PRODUCTS TEND TO HAVE LOTS OF COLOUR (ARTIST'S KEY FEATURE) AND AN ARTIST HERSELF.