A2 Media Studies, Branding of an Artist.

1. CHIPMUNK
Bilaal Saghir, A2
Media, Mrs Doggart

2. I Am Chipmunk (2009)
• 2009 was the year Chipmunk signed to major
label Sony (Jive). This was the artists crossover
from Grime to Pop.
• The next slide shows the artwork for the
catalogue of singles taken off his debut album
“I Am Chipmunk”

4. What I Am Chipmunk represents
Chipmunk himself.
• Looking at the artworks, you can see that the approach taken on the artwork
input was minimal, basic and colourful. This is partly due to the content of the
song, but you can see the Artist’s name is the same, which evidently becomes the
artists’ “brand logo”
• There is also close ups of the artists face on these covers, which is demanded
from the labels so the public become familiar with the artist.
• The colours vary drastically from cover to cover, which is done obviously to make
it easy to identify each single.
• All in all, the covers have a very generic, minimal creativity input and that major
label feel splattered all over it.
• The album artwork, is playful, it’s easy to look at it and it’s exactly the type of
quality the artist (at the time) should be releasing, just in terms of his name, his
the major success at such a young age and his roots. The words “I AM” are
biggest words there, which I think emphasizes the point, like “THIS” is Chipmunk?

6. Champion featuring Chris Brown. Transition
(2011)
• The artwork for Chipmunk’s Champion highly reflects on the music video. The
cover has a sort of similar colour pallet as the video which is a greyish, washed out
effect. The video is set in a rural, deserted place which I believe has an effect on
the subject matter Chipmunk wants to point across.
• The concept was to approach a more mature sound and look. This was pointed out
by Chipmunk himself in interviews. If you look at his singles history, from the likes
of Chip Diddy Chip (UK #21) to his #1 UK Single Oopsy Daisy, Champion reflects on
Chipmunk as an Artist, a young artist who’s showing maturity in his songs and
ambiton. When discussing the artwork and video, the font used on the single
artwork is a bold, capital lock, hard “Arial Rounded” like font. It isn’t as colorful or
effective as his previous artworks. This style of font carries on in his later singles all
from his aptly named album “Transition”.
• I believe this move for the artist himself was needed, being of his young age
(20), Chipmunk needed that step forward, which would explain in his songs.

7. Brand Image for Chipmunk?
• I think Chipmunk not only wanted to make this move, but he felt as if he
needed to. With a name like ‘Chipmunk’, it’s very easy to not take him
seriously, considering the way he was introduced when he first signed to a
major label (I Am Chipmunk era). I think he felt like when someone listens
to Champion, he wants them to feel good, ambitious and motivated to go
out and work hard, just like Chipmunk did himself.
• People could agree on the fact he wants that “Role Model” respect, purely
because he wants to spread positive messages and not fall into the
stereotype of a rapper.
• Given his sucess at such a young age, I think Chipmunk and his label
believe it’s only wise he tries to make music such as Champion that has a
positive reaction for his young audience.