This document summarizes research into the image, style, videos, platforms, performances, social media, synergies, and target audiences of four musical artists: James Bay, Ed Sheeran, Passenger, and The Weeknd. For each artist, it describes their unique selling point or image, the types of videos they create, how they use platforms like YouTube to engage audiences, their performance styles, how they utilize social media and websites, synergies between their albums and other products, and their main target demographics. The research was informed by the website YouGov.com to understand how each artist's personality and style relates to their audiences.

1. Assignment 16
Vincent Davenport & Liam Buckland

3. James Bay- Liam Buckland

9. A) Image/ Style: USP is his hat and long hair. He seems from YouGov.com that he is moody and easily
distracted although kind and youthful relating to his target audience of 18-24 year olds.
B) Types of videos: Performance/ Narrative- true to himself portrayed in performance and lyrics. Camera
work uses mainly close ups for narrative purposes showing his character within the MV, and there are a lot of
pan shots and tracking shots connoting smooth and calmness.
C) Research into platforms: The Youtube/ VEVO channel contains advertisement of his new debut album and
its release date, images of himself, and his music videos and personal/interview styled videos- which are at
the top of the page so fans and new viewers are more likely to watch them- to depict his character and
personality to audiences so they can understand him and why he chose the style he sings today as well as
the narrative and performance style.
D) Performance: Quite an intimate performance style to stay true to his music and lyrics which is quite indie,
although he has mainstream audiences.
E) Social Media and Websites: Homepage- Black colour with white text contrasting. Basic. Many pictures of
himself, albums, and links to spotify for example and a registering page. Twitter/Facebook/Instagram-
Different profile pictures to connote a variety in image (although his USP stays the same). Useful
information about albums (release dates) and performances (dates/Tours) for fans.
F) Synergies: Digipak contains the common image of James Bay standing by a red door dressed in black as it is
his new album cover. The website is very photographic. Apple- Commercial for Apple Music promoting
himself as well as the product/software. Always wears hat and has long thin hair, and his colours are
usually black vs white.
G) Target Audience: Youthful females that relate to his songs and understand the meaning behind the lyrics
as well as someone just enjoying the music style.
H) What inspirational aspects I learnt: His performance style is true to his music, and although hard to
replicate, that is something my group possibly want to accomplish. He has his own style and image which will
be hard to make an image of our own since he is unique and iconic.

10. Ed Sheeran – Liam Buckland

16. A) Image/Style: USP is his ginger hair and ginger beard, and according to YouGov.com he is easy to talk to and loving but
impatient and easily distracted, relating to the target audience of 18-24 year olds- youthful. His loving self comes across in his
songs and lyrics.
B) Types of videos: Performance/narrative- mainly narrative as his lyrics represent a story he is telling usually about love which
is a common theme for artists of this genre, especially Ed’s common theme. Editing has musicality especially in his videos such
as ‘Thinking Out Loud’- although smooth with tracking and pan shots, the editing still fits nicely with the music applied to it.
C) Research Platforms: YouTube/ Vevo- contains advertisements for his album ‘X’ with pictures of the cover, as well as interview
based and behind the scenes videos of his MV. A trailer for his new film coming out called ‘Jumpers for Goalposts’ is the top video
on his channel, and his profile picture is of him, so fans/new fans can recognize him with his ginger hair and ginger beard.
D) Performance: Ed Sheeran only plays a cameo role in most of his movies, as ‘Don’t’ for example contains one long dance routine
performed by a street dancer, whereby Ed is only featured when he drives past the dancer in the back of a black car- perhaps
connoting his wealth and fame. He stays very true to his lyrics in terms of performance, and the video he performs in most is
‘Thinking Out Loud’ where he dances with a girl portraying a love story- in the behind the scenes video he says that the dancing
was hard, but then you add the performing part to make the audience drawn in.
E) Social Media and Websites: Homepage- fonts are the same as on his album, his latest 25 videos uploaded, advertisements of
tours and his new film, links at the top of the page to Facebook and twitter etc, when you hover over the buttons that link to the
other pages, the colour changes from black to green, relating to the album ‘X’ with the same colours, and a link to store where
you can purchase CDs as well as links to videos and contact us etc.
F) Synergies: Website is very wordy, and the digipak is plain, in a green colour which stands out to fans so they don’t have trouble
finding the album. Advertisements- O2 priority and Solo beats, promoting his songs (Both) and fame (O2 priority).
G) Target Audience: Females aged 18-24, youthful, that relate to the music as well as enjoy the tune Ed creates, and his concerts
look lively from promos of them on his YouTube channel making people want to watch him for the incredible experience.
H) What inspirational aspects I’ve learnt: His songs are easily adaptable although they are about love, and so are the videos too, so
there wouldn’t be a correlation between song and video if our group wants to make the video original. His USP will be hard to
counter.

17. Passenger

18. Secondary Research Into Target
Audiences
Use of YouGov.com

24. A) Image/ Style: The U.S.P is the artist and his voice. In the majority of their music videos, it is very focused
on the singer and his performance. Their fashion sense is very folk/ country like. A lot of denim as well as a
messy farmer look, which explains their messy hairs and long beards.
B) Types of videos: Performance/ Narrative. The Majority of his videos are very common. They are all
performance, some show a bit of narrative. The performance however contain the singer, singing with a
guitar/banjo usually, set in different types of natural settings. For example one video he was singing by the
sea in this old town, another video he was in the forest singing.
C) Research into platforms: Youtube. They have their own Youtube channel which consist of all of their songs
, from old to new, as well as music videos. You are also able to access their music on other streaming
platforms such as Itunes, where you can buy their album or songs separately or spotify, a subcription to
their library which contain all of Passengers songs.
D) Performances : Again, their performance is very focuses on the singer. He is usually portayed singing on
his own with a banjo/guitar. This highlights his talent as his voice is unique and is the bands U.S.P
E) Social Media and Websites: Passenger has multiple social media accounts from Facebook, Twitter and
Instagram. As well as their websites, the platforms usually promote and advertise new ablums, songs, music
videos, interviews and tour dates. The style for these platforms are constant, their background being denim
material, which cannotes a folk/country image. They use very dark and country colours such as dark green,
denim blue, brown, beige etc.
F) Synergies: Digipak contains abstract images of a map and astract shapes. It is a black and white coloured
design, using effects from a computer to create such images. The abstract art relates to the band, they are
quite independent therefore focus more on their music and how they can portray that as a visual as oppose
to images of the band itself.
G) Target Audience: Their main target audiences are females ag 16-24. They also have an interest towards
folk/ country music. Their music is more popular towards people up north of the UK, where there is a lot of
country side.
H) What inspirational aspects I learnt: I like how focused the videos are towards the singer singing and the
use of a tropical or extreme setting in the background which realtes to some aspects of the song. This
makes it very abstract for viewers due to such simplicity.

25. The Weekend

26. Secondary Research Into Target
Audiences
Use of YouGov.com

32. A) Image/ Style: The U.S.P is the artist and his iconic hair style. The majority of his music videos involve him singing with
either close ups or mid shots so the audience can clearly identify his hair style. This is appealing towards his target
audience as it is evident from the Yougov research, the majority of his audience are females.
B) Types of videos: Performance/ Narrative. The majority of the music videos are him performing, highlighting his talents
as a singer. Again they also highlight his U.S.P which is his iconic and extreme hair style. His videos are usually very deep
and relate towards a relationship type / sexual narrative. This is due to his lyrics, the majority of his narative music
videos will be parallel towards his lyrics
C) Research into platforms: Youtube. They have their own Youtube channel which consist of all of his songs , from old to
new, as well as music videos. You are also able to access his music on other streaming platforms such as Itunes, where
you can buy his album or songs separately or spotify, a subcription to their library which contain all of Weeknd songs.
D) Performances : Again, his performance is very focuses on the singer/voice. He is usually portayed singing on his own
with a dark back drop which fits the romantic and sexual vibe he wants to connote. Images of his album is usually
displayed in the background, using the same colour scheme, again fitting the vibe he is trying to connote.
E) Social Media and Websites: Weeknd has multiple social media accounts from Facebook, Twitter, Vevo and Instagram. As
well as his websites, the platforms function is to promote and advertise new ablums, songs, music videos, interviews and
tour dates. The style for these platforms are constant, their background being dark or black and white colours, which
cannotes his style of music and image.
F) Synergies: Digipak is very consistent with regards to his style and image. They are black and white images of the artist,
highlighting his hair style which is his U.S.P. Images are very basic, there are very little images used. They are mainly
objects, shapes or abstract art which suit the style of the music.
G) Target Audience: Their main target audiences are females ag 18-24. The girls are very fashionably and up with the latest
trends type of girls. By this I mean very girly girly girls who aspire to live glamorously. This is also evident as the majority
of his fan base is in England.
H) What inspirational aspects I learnt: I really like how very focused they were on brand image. They were able to create a
very successful promotional package, maintaining a constant style through out. By this I mean a black and white theme
which focuses on his iconic hair style which makes him distinctive.