How artist's image changes over time

When an artist is well established, and in the public eye for a long time, you will often find that the artist changes their image and/or direction. This is because over time the artist could lose fans as they too grow up and change, or to engage with a different audience to boost their fan base.
One band in particular comes to mind when thinking about this; 'Take That'. They started out in the 1990's and are still very popular today. They had a split in February 1996 when Robbie's drug abuse escalated and he and Gary fell out. In July 2010 the band announced they were getting back together, and are still together today, only less intense and more concentrating on their solo careers too.
In 1993 their 'Everything Changes' album/tour was released. This was the band's first European concert tour, the band was seen as fun and bubbly and attracted a younger female audience and gay following. The 'One Direction' of the 90's! As you can see in this collage they wore very little clothing to show off their physiques. Over the next few years their image changed showing different hair styles, different styles of clothing, different styles of dance routines and different members of the band took the lead singing roles.

One popular song from the 'Everything Changes' album is 'Relight My Fire'. In the music video for this song 'bromance' is used, portrayed as very camp, wearing 'crop tops' and minimal, tight clothing to clearly attract the screaming audience.

There is a big difference between Take That then and Take That present day, they have now completely changed their image and direction. They are aimed at a much older audience than before, more covered up and sophisticated wearing suits to symbolise their success. They are not as lively and bubbly, and overall they appear less like friends and more a professional working partnership.

One of their newer songs 'Kidz' features the serious topic of war, and clearly has a high budget for their music video, also showing their success as artists. They are acting like kids to show that they still have some youth, but they are doing it in a grown up manner, still classy and sophisticated. showing how they are reunited and youthful. They do not feature in their videos as much as they had done previously, which shows that they are well established and they don't need to feature throughout, choosing instead to portray more complex messages.