This document discusses how brand identity and synergy are shown through the use of media language in a music video and related promotional materials. It analyzes the use of cinematography, mise-en-scene, editing, lighting and other techniques in the music video and how they establish the artist's brand identity. Similar techniques are then applied to ancillary tasks like a magazine advertisement and CD digipak to maintain consistency of branding across formats. Close-up shots of the artist, a bright color palette, and prominent use of bananas help tie the various promotional elements together under a cohesive indie-pop aesthetic.

1. BRAND IDENTITY
Question 2

3. How our brand identity and synergy are
shown through the use of media language in
our music video
■ For each of our products we have had to ensure that our brand image is visible in each
product. Following the conventions of indie-pop we have constructed a sense of brand
identity by using media language e.g mise-en-scene, cinematography, editing and
lighting.

4. Cinematography
■ A convention of the indie-pop genre is the use of close-ups/extreme close up shots of
the artists, this will help to sell the artist .This can be seen in Kate Nash’s video for
‘Foundations’ where close up and extreme close up shots have been used of the artist
doing this she herself becomes part of the iconography for brand and can be quickly
associated with the genre of indie-pop. Kate Nash uses amplification in her video as a
convention of indie pop this is something we included in a less obvious way.

5. How our brand identity is shown through the
use of media language in our ancillary tasks
■ Cinematography:-Mise-en-scene
As part of the mise-en-scene the main prop that we used was a giant banana and pink smoke flares to keep the
iconography of the music video and song title consistent throughout the magazine advertisement. By having
the iconography consistent it allows the audience to recognise the artist when they see either of the artists
products. The bright colour palette used also keeps with the genre of pop which keeps to the brand image of
indie-pop. Pink is the main colour featured on the magazine advertisement as it is largely featured throughout
the music video e.g. in each destination such as the bird cage the lights are pink around it, it can also be seen as
fun and quirky which fits in with our brand image and represent the artist. We also chose a funky looking font
which keeps the brand image and fits with the age of the artist as it looks young and fun, young people will
have also experienced the craze of bubble writing growing up therefore this type of writing will appear to
young people more than old. Furthermore we have used the character in the video on the magazine advert this
helps the audience to recognise the artist and appeal to the album.
■ Close up shots of the artist/character have been used to introduce her to the audience and if individuals
have already seen the video they are able to familiarise and potentially buy into the product. the brand
image is shown through this as she is an indie-pop artist and a convention of indie- pop is the use of close-
up shots.

6. Comparing the magazine advert
■ Close-up shots have been used as part of the cinematography of the artist to introduce
the artist and fits in with the brand image of indie-pop
■ The artist name and album details are shown which is a convention of a magazine
advertisement.
■ Advertisements can be seen in the footer of a magazine advertisement.
■ A bright colour palette has been used to fit with the pop genre and to fit with the
brand image of fun and quirky.

7. Digi-Pak
■ Cinematography:- For the front and back panels of the digipak we have used a long shot of the band
to introduce the band, on there maining panels we have used close-up shots of each of the band
members as this is a convention of pop-rock and a digipak with great focus on the artists.
■ Editing:-we have kept editing to a minimum as we wanted to conform to the traditional conventions
of a digipak and to have great focus on the artist instead of conforming to contempory artists
digipaks of focusing on the lyrics and genre.Our brand image can be seen through this simplistic
approach as the band are a simple indie-pop artist
■ Mise-en scene:- again the main prop used for the digipak was the banana keeping a consistent image
that is shown in the music video.There was very minimal costumes used which actually shows the
brand image, not only is it female gaze but it also shows the artist to be typical with current fashions
which is part of the brand image.The same font was used on the digipak as well as the magazine
advertisement keeping with iconography of the artist and to show that the artist is young and fun yet
powerful, bright white can also be seen on the back panel, we chose white as it is bright and a fun
colour fitting with the brand identity.