As one of the most popular R&B solo artists, Zayn's image is vital in portraying the music he produces. Known for producing music which is upbeat and catchy but relevant to current events in his life Zayn will want his brand identity to portray this. In one of these photos direct address is used. This is used to show that Zayn is a strong independent solo artist who is open to telling his fans his story. The defiance illustrated through direct address is very important to portray after his split with former band One Direction. In another of the photos Zayn is looking away from the camera at the floor. This implies that he is regretful or there are things he is upset about which he explores in his music. The low key lighting used in the photos reinforces his reputation as a rule breaker and uses it to attract his target audience. Without a doubt the demographic for Malik's music is anyone between the ages of 12-30. This is because they are most likely to relate to the topics Zayn approaches in his music.
R&B
The album cover Zayn has used is significant as it focuses on his childhood. This shows his progression as a solo artist after leaving one direction as he is solely focusing on his own childhood which is personal to him. However, through the tattoos on his arms we are once again reminded of Zayn's reputation as a rule breaker reinforcing his brand identity as a rebel. This may appeal to a younger teen demographic who are stereotypically rebellious. The tattoos on his younger self could suggest that he matured fast as a child which could be something he covers in the album. This may be something a younger audience relates to because they are currently growing up and therefore makes the artist a role model who people can easily identify with However the contrast between the tattoos and his innocent younger self could show the change in his personality from boy band member to bad boy persona. This is significant as the album was released 1 year after the artist left one direction. The white bold text stands out from the background. This could be used to exaggerate Zayn's personality and show him to be unique. Which would appeal to a young audience who might want a break from the similar repetitive music. However, Zayn only uses his first name illustrating the raw simplicity of his album and his individual identity as a solo artist. This may appear to former one direction fans as they may like his development since leaving his former band.
Zayn is often seen wearing black clothing with sunglasses. This implies that he is mysterious which only reinforces the idea of him as a rebel. He is often seen wearing designer clothes. This is appropriate as he is dating model Gigi Hadid which could signify his links to the model industry and well as the music one. In turn, this creates the impression that Zayn may be a fashion role model.
This same fashion brand identity is portrayed on his instagram account. Zayn used his social media to broadcast his new partnership with versus. This therefor built on his brand identity as a fashion icon using his new partnership to expand his image to cover more aspects of the media. Zayn often used interviews to mention Gigi increasing his exposure to the model industry and therefore reinforcing his brand identity as a fashion icon. In the interviews Zayn is seemingly quiet implying that he is outspoken in a way which he only explores in his music. This further reinforces the idea that he is mysterious. When looking at all these aspects of Zayn's brand identity we can clearly see how synergy has been used so that people see him as the person he is today. For example, a dark colour scheme is used in his album cover, his fashion sense and even his instagram. Everything that promotes the artist is kept in the same style to clearly demonstrate his brand identity as a "rebel" so that he can appear desirable to a female demographic and a role model for a male one.