What Makes a Good Publicity Photo?

The purpose of a publicity photo is to flatter and sell the artist, therefore a publicity photoshoot needs to get across the general 'essence' of the artist whilst also making them look appealing to the audience.

1. Flattering Lighting

Lighting is key in enhancing the features of an artist and making them appear a lot more attractive than they might actually be. Lighting can cover blemishes and make skin appear flat and smooth. Along with make-up this technique is really effective. In the example (left) of Adele, the use of bright lighting is evident in comparison to the controversy in the media's portrayal of Adele with weight issues and not having the 'phantasmagorical body'. The use of angle, lighting and make up add up to create an artist that appears to be 'beautiful' in the public eye.



2. Posture

An artist's composure and posture within the frame is also important in creating flattery as well as a general impression of an artist. Posture can help make an artist create a character and status, in the example (right), Eminem stands up straight with his shoulders high and broad. Eminem appears strong and scary which is typical of the rap genre - particularly for a white artist in a genre dominated by black culture. Composure is also used to make an artist appear more attractive.







3. Costume

Costume could be considered the most important factor in creating an artist's image. Costume is conventional to the genre and costume can create a 'brand image' for an artist that makes them instantly recognisable to the public and helps them to therefore become a household name in themselves. For example, Lady Gaga is known for her fashion sense and her own development of style has contributed greatly to her speedy and massive global success as an artist. Costume can also flatter an artist, which is why an artist may have a stylist choosing outfits for them to serve this purpose.

4. Make Up

Make up essentially makes the artist appear a lot more attractive and therefore appealing to an audience by creating an image of 'perfection' which is very common in pop music publicity shots and particularly in female artists. However, make up can also help to create an artist image as shown in the Little Boots example (right) in which 'interesting' make up is used to make her stand out and appear different to other artists.

5. Facial Expression

Facial expression in a publicity photo is a key factor in creating a 'brand image', genre awareness and mood. In the example shown to the left, 50 Cent looks into the camera with a serious expression, this gives the impression that he is looking at the audience and he comes across as strong and somewhat intimidating which is highly conventional to the rap genre - therefore, the effect of facial expression has been successful and would appeal to a target audience. 

6. Camera Angle

Camera angle and composition of the frame is also really important to the overall effect of an image. Using the 50 Cent example above, it is clear how the low angle shot has created the sense that 50 Cent has high status and comes across as powerful and intimidating due to this which is typical for the genre. Shot composition can also be used to flatter an artist ('only show my good side') and make them appear 'media beautiful'.

7. Post Production

Post Production is arguably, in contemporary media, the most important contributing factor into making a good publicity photo. Post production editing and photoshop allow artists to appear unnaturally appealing to a target audience by shedding wrinkles, fat, blemishes and just about anything natural about the photograph in the first place (even with make up, posture etc already planned). In the example of Beyonce shown to the right, it is clear that photoshop has been used to enhance the quality of the photo and make Beyonce appear a lot more 'perfect' and phantasmagorical than she might naturally be. In this example, Beyonce's midriff has been made smaller, her hair brightened, the general brightness and contrast of the photograph has been enhanced, her skin appears a lot more smooth and 'healthy'.