This is keeping a consistent brand image to promote an artists album or single.
For example...
Bryson Tiller - TRAPSOUL
Bryson Tiller released the album TRAPSOUL on October 2, 2015 and it was a very popular album, mostly across America but also reached the UK due to its unique trap sound. Bryson had common themes from his album cover to his video.
The album keeps an eerie lighting throughout he video and album cover.
