Branding

• Tinchy Stryder has developed an extensive brand for promotion called "Star In The Hood". This continually expanding brand includes a wide range of merchandise from hoodies and t-shirts to caps which incorporate the iconic "Star In The Hood" logo associated with Tinchy Stryder, rather than the use of his actual name. This makes the audience feel as though they are buying into the brand surrounding him and as though they are a part of it, like a community.
• This is an identity Tinchy has built for himself and is now known and recognised for. This is an example of star iconography, as it is a common feature throughout his work. He wears "Star In The Hood" clothing on his album cover "Catch 22", in his music videos and the logo is used throughout his website, as well as the website actually being named http://www.starinthehood.net/. This gives a sense of cohesion throughout his different levels of promotion, which is effective as it clearly establishes an artists brand.
• We could use continuity like this in our ancillary tasks by using consistent fonts on the album cover and advert. We could also feature the main image of the album cover on the advert for our artist, to make the album easily recognisable to the audience in shops. This has been done successfully by existing artists such as Florence and The Machine and Ellie Goulding.