Creating a Brand

Often artists or groups are sold as a brand and the music video act as products of the brand, in the hope that the audience will be inspired to "buy into the brand". For some artists the "image" is of greater importance than the quality of the product. The Spice Girls are a good example of this. Other times it is the song and the meaning of the song is sold, and the artists 'image' has little to do with the sale of the song.