Artist Synergy

After having looked into synergy across band products (Beyonce's Lemonade album) it became clear to us that we would need to brand our artist in a similar way. Synergy is key for an artist to present continuity and to stay consistent for their fans. This something we considered extensively whilst creating our artist, her logo, digipak and music video.
The beginnings:
At the start of the process we, as a group, struggled to come up with a theme for the music video that we could also use to tie all of artist products together. Here are a few of the ideas that we came up with:

• florals
• natural elements (wind, fire etc.)
• concept ideas (powder paint, water etc)

However, after thoroughly studying the lyrics we decided that none of these themes, on their own, would work for our music video and our artist synergy.

Lyric Analysis

"Are you insane like me? Been in pain like me? -  We imaged a crazed women, with smeared make up and tangled hair singing this line. A woman on the verge of madness. We had the idea of demonstrating a slow descent into madness throughout the music video, with our artist starting the music video appearing calm and collected but slowly appearing more and more deranged and unhinged as the song and video develops.
These voices won't leave me alone,
Low on self-esteem, so you run on gasoline."
These lyrics paint a much darker image than we had previously thought and so we had to appropriately adapt our music video and artist to fit.

On the other hand, as this is our artist's first single we did not want to go too alternative just in case we alienate a large proportion of our possible fan base, so we had to try and combine our previous theme ideas and the new lyric research we had collected to create our final theme.