The use of “@” to mention other accounts on posts’ captions - directing to Billie’s fragrance account (promoting her personal product or brand). | Barcodes, meant for retailers to scan when a consumer makes a purchase, track the distribution pattern of the digipak, and make comparisons of the number of digipaks sold by different artists. | | What evidence is there of branding across all three products? | The music video was directed by Billie herself, which signifies that she is involved not only in the music production process but also in other creative criteria - providing range and innovative skills to her reputation. Moreover, the name “Chihiro” was inspired by the protagonist of the Oscar-winning Japanese animation from Ghibli Studio, “Spirited Away”, which gives the audience the impression that Billie is a “cultured” individual, or in other words, is aware of numerous forms of artistic work and ties those that relate to her own - in this case is through themes of transformation, being in unfamiliar and liminal spaces.The overall mood of the music video isn’t too upbeat, nor does it hold too much vitality. Instead, aligning with Billie’s persona and musical style (which is more sentimental and mellow with deep meanings), the sequence is dark, introspective with metaphors of conflict and connection. Along with those are transitioning of light and nature - the fans will see a pattern or sense of consistency across audio visuals and further fortify Billie’s image as a “cool” girl. | Ever since Billie Eilish became a mainstream pop artist, she has always remained quite ambiguous about her gender and sexual orientation, and as a result, a strong public representative of the LGBTQ+ community, specifically the gender-neutral ideology. The signature “Blohsh” logo (the slanted stick-figure person) is a good example of her belief, and it is used on her merch and imagery - ties all her visuals together - her “stamp” (mostly used during her earlier albums eras - “When we all fall asleep, where do we go”). Showing off her body (voyerism) and tattoos: for personal visuals to create intimacy, reinforces her identity as an authentic and relatable icon, subverting the expectation of the people to highly regarded or famous individuals. Using Instagram’s “Close Friends” feature at scale to share exclusive content and teasers - this makes each viewer feel more specific and close to Billie, lessening the gap between a fan and the artist. | Sustainability and eco-friendly details: the CD packaging is made from zero plastic, renewable fibres, and recycled materials. This is part of her brand values - caring about the environmental impact of their production and ethicality. The photos used for the front and back cover are consistent with the cover of the album (Hit me Hard and Soft album), which builds brand memory and distinctiveness | | How is each media form effective in promoting the other products beyond containing a link to them? Competitors to win one of them? | It is effective through its visuals and narrative, and how they extend the original theme of the album. However, the music video on YouTube may not be as effective compared to social media platforms as once people tune into the text, they are most likely there only for the sequence itself and therefore may not be willing to be attentive and see the hints to other products beyond included links. | Highly effective. Posting teasers (lyrics, behind-the-scenes clips from Chihiro Music Video production process) can drive fans to stream the song or video. This turns passive followers into an active audience: the fans may speculate and share, driving stream numbers and possibly digipak pre-orders. Promoting the eco-friendly value through Instagram may also transform this detail into a strong selling point, persuading purchases from those who don’t usually buy CDs. | Least effective among the three, as it mostly serves the purpose of being in a collection for fans instead of having any promotional benefits. |

What methods do you think are most effective in promoting and marketing a new album?

I believe Music Videos and Social Media pages are the most efficient way to promote a new album. A music video is highly shareable content as the link of the sequence can be copied and pasted on different platforms and accounts belonging to fans and viewers, where they can post and create discussions about the text among their circle. Moreover, as a music video comes in a sequence form, many details and graphics or motions could be included to further intrigue the viewers, raising the recall element within the public, which could therefore drive word-of-mouth marketing. Short clips (which fit the short attention span of people on social media- e.g., TikTok) or behind-the-scenes footage (while filming the music video or the artist in the studio writing the song) can be posted on Instagram, which naturally drives attention and curiosity to the outcome of the processes.