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INDIE ROCK
As a small indie rock band it is imperative that the band build up a fitting brand identity in order to gain a larger fan base. In the top photo on the right a vignette filter is used. This implies that the band are old school and alternative. In addition to this the band mates are pictured wearing round glasses and wayfarers, These are both styles of glasses that are considered alternative and therefore illustrate that the band have an edge. This will appeal to their target demographic (20-50 year olds) as they may identify with the band as they may wear similar styles themselves.The second photo is edited in an unusual way to highlight the bands individuality. Lots of pink is used in conjunction with purple to represent the bands playfulness and peacefulness. This could represent the bands chilled music and therefore give them the identity of relaxed guys. This may appeal to their target audience who may admire their attitudes and view them as role models. The variety of colours used indicates that the band are open about their uniqueness. This creates a desirable individuality to the band members creating a positive brand identity. A lot of the band members are pictured looking away from the camera. This illustrates their relaxed attitude as they all seem to be acting naturally in the photos taken.
Portugal. The man have created 3 albums so far. The two shown on either side of this text is their second album released in 2011 and their latest album. In their 2011 album the mountain in the cloud a variety of colours are used but similarly to their photos, purple is still the dominant colour. This emphasises the band ridiculousness and reinforces their brand identity as chilled artists. The band are surrounded by scribbled drawings in this album art. This illustrates that the album will be personal perhaps implying thats the band is honest and open about their life experiences. This is a positive brand identity for their target audience as it allows their demographic to connect and identify with the artists. In their most recent album Evil friends the songs explore some darker topics. This is clearly illustrated on the front cover through the use of colour. Black and yellow are used together in the image connoting that the album may cover topics that are sorrowful or sinister. This drastic change in the two album covers demonstrates the artists development away from their previous brand identity as happy chilled artists, and instead suggests that they are beginning to take themselves more seriously. This is a successful brand identity as it may make fans question what has triggered this change in the artists resulting in increased album sales.
Because Portugal. The man are a band with a small fan base, it is imperative that they use social media in such a way that will appeal to their target demographic. One of the ways they maintain their brand identity is through the use of their instagram account. By posting funny photos mocking themselves they continue to reinforce their collective identity as artists who don't take themselves too seriously. This will appeal to their target demographic who may find the photos they post amusing and feel closer to the band who are directly addressing their fans. In addition to this, the band also posts photos of small venues they have played at. These posts reinforce their brand identity as a small band and because of the small venues will make the fans seem valued.
In terms of synergy, Portugal. the Man uses a mix of social media and their album covers to build up their brand identity. Throughout both these aspects of media they constantly reinforce this idea of the band being unusual and comical. In addition to this, their music videos further reinforce the brand identity set by their album covers by using giant puppets and people spontaneously dancing in the videos. In the music videos they usually have text stating the song the videos for and the album it is a part of. This is an example of synergy as both pieces of media work together to promote each other and build a brand identity.