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As seen throughout each of the three products, relating to the audience has been the most significant aim as throughout my research into the indie pop genre by using gratifications and primary research. This is vital to the brand image of my artist as it will sell her successfully to the chosen target audience. Each product is visually pleasing to the audience which is something we have purposely done to engage them and encourage them to identify with the artist.
All three products have clear links to one another, especially with the use of filters and presentation of the artist across all three products due to costume and make up.

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The layout of both my digipak and Magazine advert are both conventional to the indie pop genre.
The typography was sans serif though most commonly known as Fish and Chips on Dafont which allowed me to create my own unique brand for my artist which is featured on both my digipak and magazine advert which was vital to create continuity within my products. Having a unique font that is used across all media products emphasises the brand image and will allow audiences to associate with Aurelia. This is something I took influence from when looking at Florence and the Machine's brand image. Another connection between the products would be the image featured on the magazine advert and the front cover of the digipak, also subtly linking it back to the music video as the image was taken on location.

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Furthermore, camera shots was also a feature that was transferred across my three products. The main shots that were used were mid-shots and close ups that ran throughout the video but also feature on all my digipak panels and magazine advert. Dyer suggests that this allows her to be sold as a "star"  especially as a lot of these shots are featured within the lip-synched studio scenes that showcase her talent as an artist. These can be classed as 'money shots' (Goodwin) as it emphaises her talent as a star.

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The main feature that has been linked from our music video and my digipak would be the use of the holding hands scene which was continuously repeated throughout the video to present the closeness of the friendship but also featured on the CD in the digipak.

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Indie pop is the genre that challenges the stereotypical representation of females within other genres, most specifically pop. Within many music videos, women are typically sexualised and often dismembered as suggested by Goffman which we have challenged within our music video with the use of long shots of the artist to present her modest clothing but also with the use of close ups to present her emotions throughout the narrative and performance. This is also used within the digipak design and magazine advert which are carefully selected with mid-shots of the artist, this combined with costume choice direcetly challenges dismembering  and the 'male gaze', a theory constructed by Mulvey to describe the over-sexualised presentation of females. These theories are challenged throughout the indie pop genre and this was vital for us to portray to appeal to our audience.

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Lana Del Rey - Summertime Sadness (Official Music Video)

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Colour was another predominant aspect used to convey brand image across all three products and this was due to the use of filters - blue and pink. This combination was used within the video over each clip and within all panels of the digipak and featured on the magazine advert therefore creating an effective promotional campaign. Filters was another convention of indie pop music videos we wished to convey within our own especially after being inspired by Summertime Sadness by Lana Del Rey. Despite this, they are less common on the magazine and digipaks that we looked at throughout our research but we hoped in by using them, there would be a clear link between the products therefore creating synergy which is significant as they all promote one another and sell the artist effectively.

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Mise-en-scene is vital in creating a brand image for my artist. As taken from my research, indie pop artists are predominantly represented as average people thus enabling audiences to clearly identify and relate to them - differing from the pop genre. Costume was the main aspect we wished to focus upon when creating brand image within our music video. Here, we took inspiration from London Grammar's lead singer, Hannah Reid's style to replicated within our own music video hence the choice to go with the white lacy top with the leather jacket for the artist and the blue jumper for the other female character. These choices were to make our artist easily identifiable to our audience but femininity was also an aspect we chose to focus upon, something that links back to Lana Del Rey as she is both feminine yet touches on seriousness.
The use of a floral jumpsuit within all three texts was a subtle way to create this link back to femininity but also the use of filters also helps to develop this especially with the use of pinks and pale blues. Having make up as natural as possible also emphasised our convention of having the artist as relatable to the audience as possible but less constructed as the artists featured within the pop genre.

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Aurelia is a young, white female artist which is predominant within indie pop as there is a lack of male artists within this gener. Furthermore, her brand image conforms to the typical representation of ethnicity within music videos as this presents the idea of white supremacy within the industry. In addition to this, creating a feminine representation of my artist was vital to appeal to the target audience which is seen within all three products due to the minimal make up and the floral themes that are projected within costume within the studio scenes of the music video but also within the digipak and magazine advert. This natural beauty and floral themes are also present within the inside panels of the digipak to emphasise her femininity as an artist.

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The most influential brand image I wished to create my own off was Lana Del Rey due to the simplicity of her image within the music industry as she is relatable to her audience due to her dress style and the use of limited makeup. This is something that is very common within indie pop artist as audiences wish to relate to the artist through their style but also the lyrics and topics of their music. Lana does this exceptionally well and is a perfect example of Dyer's star image theory as being “...both ordinary and extraordinary" as she is presented through mise-en-scene (predominantly costume that is simplistic and much like those who would listen to her music) but challenges with a certain natural beauty that is extraordinary to the audience. Furthermore, there is a darker tone to her that isn't present within artists such as Florence and the Machine.

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- Refers to thoughts, feelings, perceptions, experiences, attitudes and images consumers associate with a brand
- Constructed by media institutions
- Consists of mise-en-scene (particularly costume and make up - Lady Gaga's unique fashion style is a good example of this) but also camera shots and angles to suggest meaning through codes and connotations.
- Cultural values used to sell the artist as a brand.

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“Stars are commodities produced and consumed on the strength of their meanings.”

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A brand is a product that typically has specific imagery connected to it that is easily recognised and sold to consumers.
Branding creates an image and name for a product and can be linked to artists in the music industry, achieved through various campaigns that features a constant theme that is related to the artist. This could be done with a logo or a selected typography used by the artist across all their products. Branding differentiates products from each other and are typically unique to the style of the artist.