Research - Independent Reseach

Synergy Product - Independent Research

An artist that uses well the synergy product techniques I learned about is Avicii. His new album 'True' has a symbol that is seen in other promotional material and in music videos for songs in his album.

The album cover is black with the word 'True', which is the name of the album, written in big letters at the front. Behind the letters we see a dark silhouette of Avicii. Under the album title, we see a logo which could be the promotional logo Avicii is using for his materials. Under the logo we can see the artist's name in a smaller font. All the writing is in white, which makes it stand out from the dark coloured background. 

When it comes to the teasers of the albums and the trailers, Avicii has not really created a promotional video for the album. However, he has given his fans promotional materials such as 1 minute teasers on Youtube and he has also created some art work covers for some of the singles in the album. In these, we can see the same logo used in the album cover as well as the letters in the cover and the white colour used for the font. The way in which the artist is always behind the front is also similar. Also, the font and colour of the artist name is always the same. 

Avicii has also created a lyrics video for one if his upcoming tracks of his album. This promotes the song as well as the anticipation to see the real music video. It could perhaps work as another type of trailer for the album. Giving away the lyrics makes the viewers remember the song. In the lyrics video, we can see Avicii. It doesn't really have any similar features like the ones used in the other promotional material and album cover. 

This is the official video for the song 'Wake me up', which is one of the track in his last album. In the video, we come across with the same logo as the album cover many times as they are displayed as a tattoo in the girl's arm. It acts as a reference to the album as well as promoting it throughout. The girl then meets a group of people who also have the logo tattooed. Also, at the end we see Avicii playing his set with the logo in the background. lastly at the end of the whole video we see the name of the song, the director and then we come across the logo again in a black background. This makes a reference to the album. 

To summarise, key characteristics such as the logo, dark background and white font are features that make a reference of the album and promotes it as we see a visual image that help use to remember who the artist is and the album. It creates an identity for the brand across all the products.