Synergy in Music Campaigns

Synergy is important in any campaign; audiences have to be able to associate different packages and releases with the musician who has released them to create a strong brand.

The band Disclosure used extremely strong synergy to create this branding for their Caracal album release. All of their releases featured the same imagery and motifs. Most notably, the sketchy face outline used constantly, which connects and identifies any promotional information released. This includes promotional photos, the album art, and the promotional videos released.
Across the board, the same fonts and colour schemes are used. this helps to associate the different releases with the single product, the album.



The album teaser for Caracal features the same sketched face and big cat that is on the album art. this creates an interesting repetition in a different form of media (video instead of photograph)  that can appeal to viewers and identifies this video as part of their campaign. The full album trailer reuses a lot of this iconography and applies it to the collaborators with the band, associating already known and liked acts with Disclosure.



The album art continues to use these images and ideas with the image being of a big cat with the sketched face outline.

As the main product, it can be considered that every other promotional item imitates the style of this one.

The website incorporates all of the elements found in other parts of the campaign, from font to photographs. The colour palette, imagery and design reflects that of the album, building the association. the background texture of the album is even used as the websites background. a Gif of the cat morphing into the album takes up prominence on the site, and is the first thing you see, an unusual and interesting way to connect the videos and album.




Even promotional posters for touring and live shows use the motifs. The black and grey is exactly the same as that of the website, similar fonts are used, and of course the face sketch, now synonymous with the band.

The promotional posters and photographs released all, once again, use the face sketch and dark colours associated with the band. Most posters use the same design as the album, so people know when they see the album itself that it is the same product that was advertised. If the album art was not used in a poster, people are likely to be confused as to whether it is the same album.