CCR Q2

 -How do the elements of your production work together to create a sense of branding?

The different elements of production in our music video played a crucial role in creating a sense of branding. It helped in connecting visual and thematic elements with the image of the artist and built a trademark in a way that was memorable and clever. During the preparation before filming we set on concept development to bring the creative vision to life. Ideas like the repetitive use of different camera styles e.g the fish eye lens and flashy neon colors set a standard theme for not only our artists identity but the overall concept of the music video.

Other ways like logo design and social media page follow along with the same aesthetic. The use of typographic y2k chrome fonts was persistent throughout the promotional posts of the music video as well as gradients on the layouts to add more depth to the color scheme. The palette noticeably featured blue, red, purple and green which created the trademark look for our branding. Red symbolized passion and fearlessness (often seen in dancing shots and close ups of artist) while Blue had its calm undertones. We used different types of styling for our artist mostly leaning towards more rock star edgy aesthetics as the dark tones added a touch of elegance. By juxtaposing between the vibrant colors and dark tones we created a visual connection and a notable brand identity that could be resonated to the artist, leaving a lasting impression on the viewers. Our main inspiration was the aesthetics of the HBO show euphoria that is well known for its popular use of bright neon colors. The shoot for our digipack also incorporated the same sets that were included in the music video, the use of multiple lighting and colors helped tie the entire brand image of the artist together and gave it a cohesive memorable look. The logo for Razzle production Company was thus created with the same colors and the social media page (on instagram) included the link of the song in its bio for better cross engagement. We put up multiple teasers and concept photos one day at a time to create hype for the music video as well as the use of tags and youtube to advertise the product professionally. All of these come together to create a sense of reliability for the audience as they are able to relate certain components to the artist and their brand image.