Cross media products & Synergy: Taio Cruz

CREATING A BRAND

TAIO CRUZ – TY.O COVER ANALYSIS

Use of the colour red for artist logo, stands out against a black background and draws more attention

Same font is used for title of Album and also on the back cover for track listing

Artist costume: Wayfarer style shades and black leather jacket

A simple yet attractive colour scheme of three basic colours (red, white and black) being used together to draw attention

ALBUM TEASER TRAILER ANALYSIS

Reappearance of the artist logo, following the same colour scheme. Brand establishment.

Similar costume being worn as seen on the album cover; black leather jacket and shades

Image of artist found on album cover is displayed throughout the trailer as a static image to create synergous awareness

Use of lighting to create a dark toned image creates clear visual links to the contrasting bright colours of the logo and dark background as on the album cover

MUSIC VIDEO SINGLE – ‘TROUBLEMAKER’

Familiar red, white & black colour scheme reappearing within the video

Contrasting colours and use of similar, dark colours mixed with bright white as seen being used to colour the title of the album on the cover

Reappearance of similar costume, Wayfarer style shades, leather jacket, contrasting colour against white background, enforces artist image

Cover art for the single uses all the same colours and font style found on the album cover. Artist is also pictured wearing same styled costume

BRAND IDENTITY ESTABLISHMENT

Across all the products analysed, it is easy to identify the synergous links between all of them; The main features being use of similar costume, colour scheme and font used in the artist logo and single cover in order to enforce and create brand identity. This makes it easier for audiences to be able to identify an artist and their products quickly, and is a useful promotional tool as if one product is admired, it is likely that the consumer will purchase other products within that brand (watching the video, buying the single, buying the album and so on)