Another strong link is the graphics between the digipak and the magazine advert, the thick black geometrical borders/patterns are an undeniable link and this helps the promotional package to tie together.
It is important to have a consistent campaign because the products need to be easily, and quickly identifiable as linking to Siyah. I believe that they work well together as a promotional package due to the fact that they all reference the same themes and this links them neatly together, the strongest link between all three products is probably the photographic link between my digipak and my music video, I did this to really emphasise and solidify their connection.
Another way in which I distanced her from her back up dancers was through a difference in appearance, she is wearing all black and her hair and make-up is done, this tool is used by Beyoncé in her Single Ladies video, it just emphasises that there is a difference between her and her dancers.
I created a star persona for my protagonist because as theorist Richard Dyer states it is important to create this persona so that it appeals to the target audience and so our protagonist is also seen as a commodity that can be used to sell products, in my case her digipak. I created this star brand image through lots of close ups throughout my music video, this establishes that she is the most important dancer.
Star Image. Siyah’s brand image is like a 21st century version of classic beautiful women such as Marilyn Monroe and Audrey Hepburn. I wanted her to be admired and respected through her empowering and passionate dance and the way in which she is breaking away from the norm (the other dancers).
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Black and White. I used these two colours across all my products; my music video, digipak and magazine advert. The fact that I've used a monochrome across all areas shows that I have really recognised the importance of creating a consistent brand identity across multiple products and keeping this identity recognisable across the promotional package. Monochrome is also used to emphasise her timelessly elegant brand image, because it is a style that never goes out of fashion.