Many artists strive to be original and distinctive and it is important that any artist that wants to stand out has to create that impression as soon as they become known. For example Lady Gaga has always been known for her distinctive style. Some artists try to change as they become famous to stand out more such as Amy Winehouse, when she wasn't well known she didn't have a trade mark image she was herself but as she began to be famous her style changed to reflect her soulful music. Here is a video from 2003 before she had her trade mark image and she had just become famous.
Here is a clip from .... when she was focused on creating a niche brand identity so that her music would reflect herself. Many artists struggle to do this but Amy Winehouse created herself a brand that meant she stood out from the crowd and became an icon.
From this video you can see that she has completly changed her image by having many tattos, thick black eyeliner and a beehive hair style and black hair. Without this image Amy Winehouse may have not been the famous icon that we will always remember her as.
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