This post will discuss all the development and research we have conducted regarding our artist, Jasmine's branding.
Beatrice, Rachelle and I made this mind map of our star's persona, target audience, visual identity, social media presence, personality and values as well as long term goals. We did so using a slide that our media teacher had provided in order to provide us with guiding questions to answer:
Branding Research:
This branding research is done entirely by me, Jasmine.
Lana Del Ray
Social media:
Instagram: https://www.instagram.com/honeymoon/?hl=en
TikTok: https://www.tiktok.com/@lanadelrey?is_from_webapp=1&sender_device=pc
Music albums:
Music videos:
Quavo, Lana Del Rey - Tough (Official Video)
Lana Del Rey - White Mustang (Official Music Video)
(Magazine shoots/interviews)
https://www.youtube.com/watch?v=pg93p2B5QSs
What brand identity are they giving off?
Lana Del Rey’s brand identity is more mature, mostly surrounding topics and issues with romance. One way that her branding connotes this is through color and edits, which are nostalgic, with browns, cyans and warm hues, as well as screen tones, all of which give the effect of television or media in the 90s (1950-1970s). The connotations of these effects could be that Lana Del Rey is stuck in the past and is unable to move forward from her issues, which she illustrates in her music. To support this, she often wears lace, frills, and pastels in clothing, which are not mainstream in today’s fashion scene but rather were in the past, further supporting the point mentioned earlier. In addition, since Lana Del Rey follows her style in this way, she is also viewed as iconic by her audience and fans.
What is their persona, and what image are they creating for themselves? How?
Lana Del Rey constructs her star persona to be a melancholic, tragic, romantic. She has mentioned before that “I wasn’t even born in the ’50s, but I feel like I was there,” which again supports her curated image of being almost nostalgic, although she creates music in today’s day and age. She creates this image by showing up and explaining the lyrics to her songs to interviewers on YouTube such as in this link: https://www.youtube.com/watch?v=pg93p2B5QSs. Her Instagram page is also very notably desaturated in color, perhaps to convey her melancholic vibe as desaturated colors, connote sadness or boredom. She also posts a lot of her pictures in a film or grainy look, which creates a sense of mystery towards her as the film or grain reduces the quality of her pictures, and as details of the images become more blurred, it connotes that Lana Del Rey may be hiding something from her fans. Lana Del Rey selectively constructs by posting images of her life which is intimate enough to show glimpses of her personal life, however not enough to assume her identity and real identity off the media, again creating an air of mystery around her.
https://www.instagram.com/p/DEsFdtrJjL4/?hl=en
In this post, Lana calls for action towards the recent LA fires, which happened to be where she lived. There may be a possibility that calling action towards this catastrophic event may curate an image of her being caring towards her audience and towards. Although she herself isn’t narrating or saying the audio, it definitely brings exposure towards the issue as she has a large fanbase and platform.
How do they speak to their fans?
Especially in this post, although it seems to be professional and intended to promote her upcoming tour, instead of only posting the image, she interacts with the audience by saying that she will see them in June at Liverpool and Ireland. This type of wording may evoke feelings in her fans making them feel like they are inclined to go as she is expecting to see them there.
What visuals link all of the media products together?
All her social media posts and products tend to be connected by some elements. One example is warm lighting, and retro editing. Her photographs tend to have sort of a yellow-ish hue as well as a lot of grain, similar to videos and images taken in the past. This helps to link all her media products together as the overall theme of her songs are more soft and warm. She also tends to use a lot of sage greens, coral pinks and browns which also are often used in retro themed productions.
How could this artist influence you?
Lana Del Rey keeps a very consistent image of herself and is interactive with her fans. We can use this aspect of her and implement it into our artist (Jasmine), This is because it can build a strong connection between the artist and her fans, creating a loyal fanbase. Moreover, to maintain a clear artist brand, whether through music videos, outfits, and/or personal responses. In addition, our branding would also like to convey nostalgic emotions, therefore we could observe Lana Del Rey’s editing features as well as mis-en-scene in order to see if we could convey the same feeling through referencing her branding techniques.
Self-Reflection:
I think that doing all this branding research really helped, as we were able to reference this post in order to curate our own star’s (Jasmine’s) branding throughout the music video, digipak and social media. The mind map really helped a lot as it helped us cover previous gaps of information that we didn’t realize existed until we made the mind map. This would be useful in production as it will streamline our team’s vision as now we all understand the aspects and criteria for branding that we must follow to send our message so that the audience will have a dominant reading of our message that is clear (Reception theory by Stuart Hall). The mindmap also forced the three of us to communicate with each other face-to-face about what we thought the star’s branding should be like, which was very good as it would prevent future miscommunications and misunderstandings about the star’s branding from happening, making our production more efficient.
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