As you can see from the two images on the top, Avicii is shown wearing a cap and casual t-shirt, connoting him as a youthful man since that is the type of clothing a teenager and young adult would wear. It is also reflected in his music and album covers; his genre of music, EDM and house, is popular among teenagers and young adults, and his album cover has vibrant colours which denotes fun and lively vibe – teenager and young adult’s lifestyle. In contrast, the image on the far left, shows him in a suit but still not too polished to keep his brand image consistent. That was him in Pre-Grammy Gala, suggesting even though he might dress up casually most of the time, but in formal events, he shows his different character. Most of Avicii’s songs are about life, love and memories which audiences could relate to and dance to at the same time. However, with this, I think it limits his target demographic age, because not all audience are keen on this type of music – especially not older people above 30. However, this doesn’t stop him to deliver his brand image to the audiences.
Avicii
Avicii is one of the most popular 27 years old mainstream Swedish DJ and music producers, known for his EDM, progressive house and electro house music. He became famous around 2011 with his hit album ‘Levels’. If you see the image below, we can see that he hasn’t yet advertise his brand image on his album covers, only during appearances and events. Although, now, Avicii has successfully made his brand image known to a wider audience, not just his, by displaying it on a couple of his album covers; ‘True’ (2014) and ‘Story’ (2015).
Interestingly, for me, after looking at his album names, there is correlation to it; ‘True’ (2013) and ‘Stories’ (2015) which could be interpreted into him telling a true story possibly about his life.
Each of Avicii’s album covers are very different to one and another, suggesting that every single album he released tells different story. Despite the different backgrounds, in each of his covers, he puts his unique brand logo and stage name on the centre bottom of the cover.
The type of font his uses for the typography is the same for his name, but not for the title of his albums. For his name, he uses a simple font which also looks modern implying that he is a modern artist. The album names, however, have different font for different album which could suggest that each album have its own meaning and uniqueness.
Avicii also has different pictures for each of his album. This is presumably linked with the different font he uses. A couple of his album cover picture is only a picture of a location or object, and there are some with his picture or silhouettes on the centre suggesting it was intended to make the artist recognisable to the audience.