2. Sia is an Australian singer-songwriter who gained fame through providing
backing vocals and writing songs for popular celebrities like Flo-Rida, Rihanna
and Beyonce.
The artist became even more popular after the release of her single
“Chandelier”.
Sia is well known for her consistent brand image. She has similar concepts
(Synergy) throughout her albums, music videos and performances. She also
uses Child dancer Maddie Ziegler to portray herself in performances & videos.
Album art for Sia’s recent
album
Theme of
light vs.
dark on the
Idea of
being
controlled Facial
expressions &
child actors
Consistent font
on front & back
coversAbsence of
artist
3. Similar ideas are used in her other products…
Iconic Sia wig
Theme of light vs. dark
Hand-written font
Album art for Sia’s 6th
studio album
Teaser trailer for her most recent
album
Light vs.
dark wig
Child
actor,
dancing
& facial
expressio
ns
Coloured
powder
Musicvideosfor‘ElasticHeart’&
‘TheGreatest’
Wigs featuring
light vs. dark
themes
Child actor
(Maddie
Ziegler),
dancing &
facial
expressionsColoured
powder
Sia’s live performance on Ellen
Degeneres’ Show
Child actors,
dancing &
facial
expressions
Wigs
Coloured
powder
4. The Synergy ideas that Sia has used are very noticeable
and they have been used throughout the range of her
products. She often uses child actors to portray the
meanings behind her videos. She also never appears in
her videos as she prefers the focus to be on the product
and not herself. Her iconic wigs feature in every product
which she uses to cover her face in public. She is
consistent with her brand image through live
performances, public appearances and music videos.
Overall, I believe synergy in music videos is extremely
important. This is because - like Sia - it can make an
artist extremely popular and gives them a unique selling
point. It also helps to add new meanings and messages to
an artist’s products.
