A way in which different elements of a media conglomerate work together to promote linked products across different media platforms. For example the music video, poster adverts and Digipak all having a common theme to link them together.
Examples:
- Tom Odell: Long way down.
His Music Video, Digipak cover and advert has used the same imagery, text and colour theme all the way through to create a consistent marketing campaign. This makes it recognizable and conforms to both Tom's brand image and indie pop genre.
- Lana Del Rey: Born to Die.
A consistent campaign has been used to promote Lans album. Her music video for follows the same theme as her Digipak and Magazine album helping promote her brand image.
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