RESEARCH- Synergy (independent)

Within the Music industry today, many artists use cross media convergence and/or Synergy when promoting themselves. This then makes it easier for the audience to identify aspects from this artist and are aware that they things are from the artist. Synergy includes such things as using similar colours and fonts when releasing an album or merchandise etc, however it is done in a very subtle way where the audience may not be fully aware of it all the time but in a way manipulates the audience into seeing these colours/fonts.

-The Artist who i believe uses a good use of synergy is Ed Sheeran, he is currently an international worldwide selling artist in which he has received two Brit Awards and a Grammy for his talented work.

Cover for Ed Sheerans Album- +

• -The first thing that i notice about the album straight away is the fact that all over is orange, this is already a very strong aspect of synergy used by Ed Sheeran as he is known for being ginger. 

-The orange background blends in with his hair making the thing we focus on most is his face.

• The Album cover in general is very simple and easy to look at, the artists name is in white font at the top of the cover, (which contrasts with the orange). It also has  a paw print just beside it and the + sign in the bottom right hand corner (which  is the name of his alum). 

-Many of the artist songs that he released from this album have been hits, that way he didn't just have one song that people could associate with the album, he included many.This lead to his fame growing and more people listening to more then one sing, this added many sales to his album +. 

 Ed Sheerans video from his hit single-Drunk

-The first and obvious thing we are able to identify is his hair (ginger), this adds to the general colour he has been using which is orange.

-Also at 0.54 the artist begins to play on his guitar, prior to this we are able to see an image of a paw print which was also in the bottom right hand corner or his album the song features on.
-Furthermore the video also includes a cat which can also be associated with the image of a 'paw print'.

- In terms of the artists t shirts which are sold, an orange paw is used instead of a heart, (identifies back to album cover and video).

-Along with the bag which does not include any specific images such as the paw print or the album name +, or include any writing on it at all, however it shows a faceless image of a man with ginger hair just like Sheerans and a blue jumper/fleece in which he wears at most of his stage shows and included in some videos too. Therefore it is just as easy for people to identify that it is Ed Sheeran then any other piece of his merchandise.

Finally the concert photo is also very relatable back to his album. It consists of the same images and font used on his album, however includes concert times and information on the left hand side. All of the above identify and show how well Ed Sheeran uses synergy within his career.