Generic Research: Case Study 3

 WUSYANAME- Tyler, the creator

https://youtu.be/NJea386275c

Tyler the Creator is a popular artist who has developed a strong brand identity and star persona through his cross platform convergence and vertical integration into merchandising. 

His music video is edited in the same style that he portrays across his entire digital platform. He’s driving his signature blue vintage car and is in a 60s neighbourhood where everyone’s clothing is inspired by the styles present in this era. The filter put over the music video gives it a vintage grain and oversaturated look that is consistent with his personal style and brand. 

 

His Instagram page is filled with images from professional photoshoots that have edited the pictures to be in this same vintage style, emphasising this cohesive brand identity he has developed. Across his entire page he promotes upcoming tours as well as new albums and clothing lines whilst still keeping to his ‘house style’, that has been adopted by many of his fans. For example, for his announcement for his newest album Call me when you get lost, Tyler posted a photo in the style of a drivers license, making it his profile picture on all his social media profiles. This led to his fans preceding to copy this trend and edit themselves onto this picture and share that on their social media, promoting Tyler at the same time. It is clear that his brand has a huge impact on the success of his music and creative work. 

Tyler has successfully developed a luxury brand called Golf Le Fleur, that sells a variety of products that fit his own personal aesthetic. For example, in the music video, Tyler’s car has strapped to the top a selection of vintage suitcases, which he actually sells on his online store. 

As well as this, he wears signature colours, like that bright baby blue, and signature patterns that are also sold online. By him wearing his ‘merchandise’, he promotes his audience to interact with his clothing brand and purchase the products so that they can dress and be like him. 

Furthermore, he promoted a pop up store to further promote his clothing brand and solidify his personal style by wearing the items in an instagram post. 

When Tyler goes on tour, he wears stage outfits that are either the actual products he sells on his clothing site, or unique pieces inspired by the colours or patterns of the clothes he sells on Golf Le Fleur. He also incorporates his products into the set of his stages when performing, recently standing next to a trolly of his vintage suitcases when singing at Lallapalooza.