Brand Theory

Brand Identity

When MTV was first established in 1981, music artists were given a new and unique opportunity to present themselves to the public. They could now use a visual element, in the form of the music video, to go beyond the music and reveal themselves in a new image.

The music video has now become so important that it could make or break an artist’s career.

Although nowadays there has been a decline in the amount of music videos being shown on TV, the introduction of the internet and video-sharing sites such as YouTube, Vimeo and the ability to share the videos posted these sites on various social media sites have still allowed music videos to be a prominent way of portraying an artist’s image.

Brand Identity - Jessie J

During the release of her first album, Jessie J maintained a particular identity throughout a variety of platforms including album, single covers and tour date posters. The same hairstyle, clothes and pose is used throughout these platforms. Even the titling of her name is kept in same font and gold metallic colouring, so it’s very easy for audiences to identify her.

Another Example of Brand Identity - Kanye West

Another example of brand identity is the evolution of Kanye West. Kanye has been able to change his brand identity to fit the moods of his albums, lifestyle and rise within the music industry.

Before 2004, the hip hop genre was mostly dominated by 'gangster rappers', rappers who would often cause controversy by their so called promoting of crime, murder, homophobia and vandalism etc. Kanye West decided to change all this by raising more diverse, topical issues which would more relatable to the mainstream audience.



Kanye West in 2004

He often dressed in ways to appeal both sides of his audience, the more mainstream fans who just introduced to rap music and more underground fans who already listened to the 'gangster' rappers of those days.

Kanye West in 2014

Fast forward to 2014 and his brand identity has changed dramatically, Kanye has now been considered a legend with hip hop and music industry as a whole. He has matured in a way, giving this idea that he does not care about his image anymore. He feels that he is on the level of God, egotistical and self-centred.