Brand identity in relation to artists in the music industry is how the artist will want to be perceived by their fans and others. An artist will create their brand identity using social media, clothing they wear and all other things associated with them and their music. These will be adapted to appeal to their target demographic. The use of all these aspects of media together is called synergy. The use of synergy is important when building a brand identity as it is essential that all aspects of the artists social media, album covers etc. convey the same thing about the artist.