ELECTRO HOUSE
Calvin Harris is a very successful DJ who's brand identity has been key to his success. In the photo in the upper right, direct gaze is used. This could be used to show the artists determination to be the successful DJ he is today and therefore his power in being able to accomplish this. This same authority is shown in the photo below. A low angle shot is used to convey the artists dominance over the house genre of music due to his status as one of the highest paid DJ's in the world. This brand identity may be seen as desirable to a male demographic between the ages of 15-30. A blue background in used i the top shot reinforce the genre of music he produces; electro house. However, the colour blue has connotations of calm and tranquility which could hint towards the artist being an easy going chilled artist. This will appeal to his target demographic who will in turn look for this same quality, in his music. In the photo below this, the artist is pictured wearing sunglasses with bright bold colours used. This could reinforce that he is a calm artist but could also show he has a creative side too. This is because the range of bright colours used illustrate that the artist is energetic and fun. However in this picture indirect gaze is used. This gives us the impression that he is powerful and almost untouchable. This creates a positive brand identity that he is an intense artist with a lot to say. The use of the sunglasses in this picture imply that the artist is mysterious further reinforcing the idea that he is powerful and in control. This will appeal to his target demographic as he may appear to be a role model of which they can relate to but also admire.
On the left of this text is the first album Harris produced and on the right one of his more recent ones. The text on his first album is in the style of an alarm clock. Not only does this reinforce his genre of music (electro house) but it may also imply that the artist put a lot of time into the album. This will make him appear dedicated to his fans and music as he has spent a lot of time creating the perfect album. It was important for Harris to be seen as a dedicated artist when he first came onto the music scene in order to show fans he was invested in his music career. The predominant colour used on his first album is yellow. This is used to signify the album is going to be upbeat and untroubled. This therefore builds up his brand image as a care free joyful artist. This is appealing to his target demographic who may view him as a role model because of his content attitude. However, his more recent album shows a development in identity. Although the album still uses bright colours, indirect gaze is used to make Harris look more troubled. This may hint to fans that he has been through a lot since the release of his first album. This will appeal to his fans as he may appear to be an artist who has something to say which many will admire. The white text used on the album is used on a lot of his albums allowing fans to identify his products.
Calvin Harris uses instagram to boost his brand identity as a world famous DJ. By posting photos of the extravagant venues he performs at and the large crowds he appeals to his fans by acting as their role model. The photos he posts on instagram portray him as a party animal with an idealistic life. This brand identity will specifically suit his male demographic who may identify with the DJ or idolise him. Calvin Harris' brand identity is an example of synergy. This is because all aspects of media owned by Calvin Harris uses same codes and conventions. For example, throughout his instagram account and his album covers the colour blue is used extensively. This is done so that the audience begins to associate the colour blue with the artist seeing it as something which is part of who he is. This demonstrates how all media works together to build this construction of Calvin Harris as this blue, DJ artist who is always partying.