Analysis of a digipak - 'Taylor Swift'

Digipak:

Website:

Tour Poster:

Music Video for 'Style':

'Billboard' Music Magazine cover:

Synergetic links are displayed through all the products released. For example, similar typography is used throughout the artists album, website and tour poster. There is also a prominent colour theme throughout the products which is pastel colours and very hazy filters over the images which creates the look of a polaroid photo; the polaroid is also a theme throughout the artists new album '1989' and has been used to create a new brand image for the artist. Taylor Swift carries a similar style of dress, make up and hair throughout all the products which creates an iconic look for the artist. The consistency makes her recognisable to fans and the specific 'look' also relates her back to her album which means that any posters or magazines with Taylor Swift on will immediately make the person think of her new album; this proves that the brand image used is successful. Synergy between products is very important for artists and especially for Taylor Swift because she creates 'eras' of a specific look each time she creates a new album and this is constantly re-creating her brand image. This is a very effective technique as the re-invention of her 'look' signals to fans that her style, music and more are changing which not only lures more people to become fans of Taylor but also keeps loyal fans interested in her work. In the '1989 era' Taylor Swift's signature look has been red lips, a wavy blonde bob and very simple elegant clothing. Her music videos are mostly consistent with this look also, apart from her music video 'Bad Blood' which uses the technique of amplification to tell a narrative and again shocked fans with a twist of genre and appearance to keep them entertained. The star image Taylor Swift possesses and the consistent colour and typography of her work creates a brand image of a sweet pop artist with a 'girl next door' image. All of these media products use convergence between different media companies and outlets shown by the similar typography, themes and colours used and the same styling of the artist which all comes together to create the artists brand image.