Synergy activity: artist #1

Synergy is when two companies work together (an artist may supply the soundtrack for a film) however both still remain separate. A good example of this would be, Adele "Skyfall", which was the main song of the James Bond film of the same name, the song would help give the film a brilliant soundtrack and the film would help bolster Adele's fame. Not even did the song appear in the film but also appeared on Adele's album, thus showing the fact that even though it's mainly for a collaborative outcome, it's still separate. I have analysed the idea of 'creating a synergous brand identity' through researching two artists. My aim is to become familiar with this idea so I will have a clear understanding when developing my own 'branded identity' in my music video.

Artist: Justin Timberlake

Album: Future sex/Love sounds

The album cover colours consist of black, white, grey and orange. Justin's costume is a suit and tie and he is crushing a disco ball. The title font is the same font as the writing on the back of the cover for the track list, and the colours black, orange and grey are the same. The background colour is white with lighting focused on the artist, so the right side is highlighted. The back cover also has a white background and the picture is of the disco ball reflected. The album cover is quite simple with basic colours and not much going on; this is to keep it sophisticated, classy and mainly to focus on the artist.

 

Song: Let Me Talk To You/My Love

 

The video sticks with the same colour scheme of black and white and the suit and ties. In the beginning of the video Both Justin and the featured artist 'Timberland' both are dressed in the similar sophisticated costumes. The location is simple with the black background focused on the light bulb tubes that are continuously flashing which creates the contrast of the black and white colours. As the main song starts, the location changes to an all white background with Justin in a waist coat and tie, without any blazer. As he dances with the performers the shots flicker between black and white backgrounds.

Key Features Seen Across All Products:

The key features that are seen across both the album cover and the video are the simplicity and the fact that nothing much is happening within each of the products. The colour schemes are similar and the costumes are similar which reflect the artist, brand and identity as it is consistent throughout.