Aphex Twin, Come to daddy

What makes this an effective marketing strategy:

• The music video has a confusing and unique atmosphere making the audience ask questions and makes them want to know more.
• The flashing lights, the dull colour grading and the little girls with the same mask on, of a mans face.
• The focus of the video is not the music but the video

Target Audience:

• This song is a hybrid genre  and may target fans or rock or electronic music

Mise en scene, setting and colour grading

• Dark colour grading
• Children wearing masks of a mans face 
• creepy atmosphere
• scattered rubbish creates a chaotic and hostile feeling and gives the setting sense of abandonment
• flashing imagery creates an uncomfortable feeling for the audience making the video hard to watch
• The setting of a council estate to present the stereotype of crime in council estates
• The Demonic entity of the video could distress the audience

Warp Records

• Warp records was created in Sheffield in 1989 by Steve Beckett
• In 2000 they moved to London because their music was more popular there
• a subsidiary is Bleep
• They have three Distributers, Hostess (Japan), PIAS(UK and digital) and Redeye (US)

Brand identity:

Brand identity refers to how a brand differentiates itself from the other brands.

Warp records brand identity:

• Selection of artists with a similar sound allows warp to communicate with audiences that they are associated with a particular genre
• Experimental music may have a niche audience, but it allows Warp to target a gap in the market
• Warp have cornered the market in experimental music, which allows them to market their music more effectively 
• Music videos share an abstract aesthetic, with confusing, glitchy details
• Music videos and promotional material usually misses out the artists themselves
• All music videos share a similar, busy, glitchy aesthetic
• Abnormal characters and visual details