Q2.

How do the elements of your

product work together to create a
sense of branding?
Branding is one of the most important part for any artist or any
online identify trying to create their star image. In-order to
create a sense of branding for R A Z A we needs to have a
coherent theme all throughout his media products so we started
off by creating his ideology as that effects the branding style,
targeted audience and the media product itself as well.

The ideology is a guide for the artist when creating his brand
as ideology is the factor that connects all the media products
together. In-order to create R A Z A as a brand we branched out
into different media industries so that we can create a sense of
branding and star image spreading his name throughout. As our
artists ideology was based on sexual abuse and helping out
victims we created the a music video for raising awareness of
sexual abuse in men and women, making an album which followed
the artists ideology and help portray his feeling making the
branding more personal, creating a website and digipack to give
the audience an intractable media product which also generates
income and helps market the brand name.

Starting off with the website we created the color palette of

blacks and whites keeping a simple and minimalistic look and
adding a collaboration, creating a synergy with ORIGINS a well-
known brand in Pakistan we added to the branding factor as it
adds to the artist’s star image. The merch created included
different products like sweatshirts jackets, phone covers and
etc. Merch can really help in an artist’s star image as it
generates revenue and it allows the fans to market and support
the brand creating a sense of fan base, in addition to allowing
the audience to physically interact with the brand. For our
artist our website was the media product which connected to the
rest of the media products really giving the feel that the
artists brand is wide spread. For example having the concert
bookings on the website and having links to his social media and
other media products like his music video really brings the band
together.
 Having multiple media products is really important in-order to
create a sense of star image of the brand for example, if you
were to research on an artist and find no official website you
might feel like the artists brand is not huge and wide spread.
In-addition just having a media product is not enough you need
to market and update the media products according to your
audiences. For example our artists target audience mainly
contained of young adult so we had a modern minimalistic style
of digipack and website increasing the production quality of the
artist’s media products in the eyes of our audience giving the
effect of an established and well-known brand. Having pictures
of the in the website is really important as the audience can
create a sense of similarity with the artist, using John Stewart
theory of most music videos will have an aesthetics of a TV
commercial, with lots of close-ups and lighting being used to
focus on the star’s face trying to create a recognition of the
artist in the audiences mind, we used a lot of close-ups of the
artist when making the website and the digipak.

Stewart sees visual reference in music video coming from a range

of sources, although the three most frequent are perhaps cinema,
fashion and art photography. Stewart’s description of the music
video as ‘incorporating, reading and reconstructing’ is
essentially to Intertextuality theory, using something with
which the audience may be familiar, to generate both nostalgic
associations as we did using basic locations though out our
music video and using older locations and retro effects in post
to add the nostalgic feel.

An artist’s mise-en-scene and representation is really important

when creating a brand as the artists style, presentation and
thinking will reflect on to his media products and create a
sense of distinction from other artists and there media
product’s. For our artist we created a mix between eastern and
western styles as we had a Urdu calligraphic logo, a
collaboration with a local company for western merch and
creating folk music really fall in line with the modern hybrid
style which young adults and teens call “Shek” and “esthetical
pleasing” in mediological terms its considered to be a
postmodern style. An artist needs to have a style and ideology
which the audience can relate to and IDOLIZE in order to create
a strong star image. Our artist can be seen in western and
eastern clothing throughout in the music video, his socials, his
website giving an all rounded feel to his style. This is makes
our artist a media product himself as a Commercial Exhibitionist
selling his voice, his style, and making himself a media product
making a glamorized from of our artist but still making shore he
feels relatable, as that is a factor which really attracts the
audience.

An artist’s brand logo and stage name is really important as it

is a name they well known for, having a meaningful and simple
name is important as a simpler name will be easier for the
audience to remember. R A Z A is our artist’s name which means
HOPE which is what our artists brand is based on, the idea of
giving hope and strength to sexual abuse victims to come out to
hope and change our societies thinking on sexual abuse. For the
logo we made a simple calligraphic logo with the artist name
underneath in English We used Urdu calligraphy as it would be an
easy recognition of an eastern artist and the English
translation was important as English is a widely spoken language
making the artists brand feel like a worldwide marketed company
making it more user friendly again adding to the star image of
the artist.

For the record label we used a fair and stereotypical name,

WINGSCREEN CENIMA, we wanted to use a basic production company
name to, again add to the conventional feel of the brand taking
away the indie look of the brand.

All over Fatima an I wanted to create a very reachable and

stereotypical brand as we wanted the band name to look and feel
wide spread, having an indie look could have effect the targeted
audience, so by creating a simple and modern style brand it
allowed the brand to reach a larger audience and a larger
audience means a larger fan base, and a larger fan base will
consume more product’s therefore generating more revenue. So
creating more media products over deferent forms like video,
print, website, online, merch and etc. we created the brand
R A Z A.