13)Synergy activity

Analysis of the video "Different"
 You see the image of the album cover at he start of the clip before the song really starts. Showing that this video is produced for one of the songs in that album. As soon as the song's instruments really starts, you are greeted with the image of the parliament and Big Ben. Which is simultaneous to the cover of the album, as it has the same image.Throughout there's a theme of urban but expensive living. Which is associated with most UK rappers. Such the mise-en-scene of the Penthouse setting, the props of alcoholic beverages, their costumes with icy watches and chains. There is the use of Carol Verallis theory of women being objectified as the camera, tends to concentrate of their bodies(booty). I've also noticed that the shades are symbolic, they are used in the album cover and DVS is also wearing it in the video. It shows that his american dreaming is also on his mind, its like a tunnel vision, to that one direction.


Analysis of the video "Intro"
It is the introduction video of his album. It starts with Tim Westwood doing as he does, chatting the most and bigging DVS up. There are fades in and out of overlapping images of DVS himself and of New York city from a birds eye view, it is noticeable due to the yellow taxis they have in the States.
The use of shades(Sunglass) in the album cover is also in the video once again as DVS wears its. Once again showing that he sees the bigger picture, the american dream, and hes aiming for that. The use of costume is similar to that of the album cover, as he's dressed so elegantly. You also see the use of Carol Vernallis theory of women objectification, as you see a women's backside, whiles the camera trails up the two women's body. The use of mise-en-scene: Props like the car, its beautiful and seems expensive, hes got a expensive taste for things. Which means that he won't settle for less. In terms of location, the video takes place at and in/around the nicer sides of London, which is like Central London, Westminister, Paddington etc. The video ends with the image of his album cover, once again reminding the viewer where the track is from.

Analysis of the promo ad:
The promotional material, is a short yet clear sumerary of the album. They maintain the theme font of the title "London Boy American Dreaming". As well as showing the cover of the digipak. Which links everything together. Throughout the clip, there are snipits of various songs that are featured in the album, as well as previews of the videos of the songs. It also contains the names of the various artists featured in the album, such as Castastic, Krept and Konan, Wretch 32 etc. There is infomation about booking enquires, as well as reminding us that the album is available on itunes. The use of hashtag "#L.B.A.D" which helps to interlink it with social media, as that means when people refer to it, they can use that and it will help generate interest towards him, as it is promoting his music onto a wider audience, via sites like Instagram/Twitter. The way there's a voiceover of him speaking about his music is effrective at catching your attention, as it feels like he really is just speaking to you and promoting himself directly to you, so its building that connection.

Overall, I feel like the key features that were used to help create a brand identity for the artists across all the products, were the use of theme. This was consistant through out, you could always see that they were all connected, with the theme of "American dreaming" . He made sure he maintained the use of Shade(Sunglass) props, as I keep refering to him showing that he's seeing the bigger picture, that he wants more out of his life, that he's ambitious and optimistic about where he sees himself in the near future. The use of costume is also consistant throughout, he maintains the smart attire and expensive jewellery. These all help to identify him, in conparion to other UK rappers, he stands out, as he's different. Literally from the song "Different" he really is, in the style of his music, in the way he presents himself.