Naming the artist

Initially, Sarah and I were going to change the name of the artist from 'The Weeknd' to 'Freddie J', however, after much deliberation, we decided that it would be more interesting and challenging to try to completely recreate the brand image using the same name. This would allow us to gain an insight into how the music industry works from a range of angles and would also enable us to work even harder to achieve a completely different brand image within the same genre.