LO1: Proposal

 LO1: Proposal 

PURPOSE: 

I have chosen to create a music magazine for the purpose of entertaining a Sheffield audience and informing them about the topics covered in the magazine such as a newly emerging band. This magazine will be called: Casbah Clash.

FORM AND GENRE:

I am creating a local magazine for the city of Sheffield within the music genre.

CONTENT:

I will create 4 pages (1 cover, 1 contents page and a double page spread). The font style throughout will be sans serif to appeal to the teenage audience through making the text easy to read. This is seen within the main cover line and cover lines which will entice the audience through peer-peer mode of address which informs them about what is within the magazine (exclamation marks can be used to further the conventions of music/rock aesthetic/genre by making the statements loud). 

Front Cover: The house style colours will include neon (80's-90's) light themed colours, including a variety of vibrant pinks and purples that can juxtapose the main cover image's grounded hues of green and white to allow it to stand out and reflect the target audience of young adults who will find the palette nostalgic. This is present within the masthead which utilises the conventions of the rock genre due to the literal clashing of colours and heights between the letters within 'Casbah Clash' which connotes the danger and rebellion of the rock genre due to the historical influence of its name. Iranian people were persecuted for listening to music therefore, a rebellion was made to stand against it to bring musical freedom back to the people therefore, rebellion is a constantly repeating connotation throughout the magazine therefore, fitting the conventions of rock. This is furthered more with the representations of the main cover image which is of the same age as the target audience (males aged 16-25).  Furthermore, anchoring can be used between the main cover image and main cover line with the name of the band featured as the main coverline, linking to the main cover image to signify the male as a band member. This will also convey male stereotypes with a dominant low angle medium close-up and body language which connotes a lack of care and therefore, power (holding a coat over their shoulder) despite the connotations of danger within the 'clash' theme relating to the masthead 'Casbah Clash'. This is furthered with the costume which uses a pink tie to fit into the house style colours however, this juxtaposes the connotations of a patriarchal society in male dominance within the music industry with feminine colours that characterise the male present via the denotation of a pink tie and neon house style colours allowing for a wider reach as an ideal self for the majority of male audiences. This would also allow audiences to question the representations they see and apply them to themselves, akin to Richard Dyer's 1983 theory (i.e. men feeling more comfortable wearing feminine palates due to the ideal self representation). For the main cover image, featuring the lead singer of the feature, I would use a low-angle medium close up to portray an ideal self for male audiences (the target demographic) through the dominant and careless connotations which are conventional of rock music representation. This would convey stereotypical male representations however, when targeting a teen male audience, empowering and encouraging them to interact with the magazine because of a positive male representation they can see an ideal self (Carl Rogers 1980) in is vital. For the photo in the bottom-left corner of the page, I would use a full shot of the model leaning on a guitar to convey similar connotations of rock and carelessness, conventional to the genre, through the denotation of musical instruments. The full shot allows this scene to be best conveyed as well as allowing audiences to see the model's costume which with trainers, jeans & sunglasses in a low-key lit setting juxtapose the formal connotations of a shirt and waistcoat to convey the idea of rebellion which is so iconographic of the rock genre. This representation would therefore, convey male, 'rocker boy' stereotypes which the target audience can relate to or find an ideal self/partner in. 

Contents: My contents page repeats the recurring themes presented in the cover such as the neon house style colours however, verisimilitude is presented to make the band feel more real and relatable through representing them in realistic environments such as a restaurant booth to further an ideal self; this is within low-key lighting to extend the dominant and fearless/careless connotations of a relaxed and rebellious body gesture (e.g. sitting with legs up on the table) in a low-key environment. This is furthered with denotations of band instruments like a model holding a guitar to further the conventions of a music magazine. Furthermore, the feature band that is present on the cover and contents is of the indie rock genre therefore, a mature serif font is present on the contents to fit the conventions of indie rock and its demographic (as well as the magazine's mature 16-25 audience). One shot will feature the main model/singer in a full shot of him non-chalently sitting, legs up, on a restaurant booth; the effect of the full shot allows this minor form of rebellion which male audiences can find an ideal self in. This with the other shot on the page of a bass player looking with his back turned to the camera in a medium-shot, creates similar feelings of carelessness and subsequent rebellion, as if the magazine is unimportant to them therefore, furthering the extent at which a male audience will feel an ideal self. 

Double Page Spread - Again, my house style colours are consistent within my double page spread. I have continued to use a serif style font to further connotations of indie rock in the feature covered for the normal/article and interview text however, for the slug and headline title they will be in a sans serif to separate them from the rest of the text and remain consistent with rock connotations of the cover. This is also including the lead to make important text stand out from the articles and interview. Furthermore, my page numbers will sit at the bottom of the page with the Masthead/magazine name next to it to reiterate to third party readers what the magazine is. Backgrounds within the images will be a blend of low and high key lighting with high-key in a band rehearsal/practice room which will further the conventions of a music magazine via the denotations of band equipment. Additionally, for one of the images the model will wear a costume including indie rock attire such as a leather jacket and sunglasses which black appearances will juxtapose the neon pink, graphic background that will display the name of the magazine in a stylistic serif font. This is to make the attachment between the band and magazine more prevalent. For my photography, I would use wide shot of the featured band playing together to create connotations of teamwork which audiences can feel empowered by; a shallow depth of field would further emphasise this by putting focus on the band. I would also use a low-angle medium shot to represent the main singer with his feet up on a table to create similar connotations, conventional of rock through youth rebellion, as to what is seen on the contents page therefore, keeping the magazine and its representations consistent. 

TARGET AUDIENCE: 

The target audience for my magazine is ABC1 males aged 16-25 who have the disposable income to purchase a magazine; this is furthered with advice throughout the cover being advertised regarding how to start your own band therefore, requiring the income to own a musical instrument. 

RESOURCES AND PERSONNEL:

I will be the photographer, editor and graphic designer for this magazine and my models will include a real band (family member) who I have contacted and will interview. 

I will need a camera,  tripod, SD card, Computer and photoshop to produce my magazine with blogger and paper being used to plan it. 

The reason for needing photoshop is to create the magazine and include all graphical and text elements as well as including and editing my photos; I will also need blogger to track my progress and document my pre-production planning. 

Models I will need include band members of the group I am featuring on my magazine; Matt Lucas being featured throughout (main cover image). 

DISTRIBUTION AND MARKETING METHODS:

Synergy can be used in two ways to promote my magazine; an example could be a radio advert which can use the music genre of the magazine to promote upcoming bands with short pieces of music used like jingles whilst the magazine's contents (like exclusive interviews) can be advertised. This can be done on local Sheffield stations like Sheffield Live, or Hallam. This appeals to the community aspect of this being a Sheffield magazine which is advertised on local Sheffield radio; furthering appeal to the target audience as a method of below the line advertising.

Another method would be a promotional video which can show edited clips of the bands and music featured over a short montage similar to an album promo in which fast paced visuals can be used to appeal to a teenage audience by presenting in the same style as the Gorillaz El Mañana promo.

 However, the most beneficial would be social media advertisements due to the ability to post static images (like magazine covers) and produce instant advertising. This would allow the ability of posting a new cover for the magazine and posting a link to buy it within the post. Furthermore, this targets the audience of teens-young adults who are most likely to use social media due to their roles as digital natives. Furthermore, a social media account on modern sites like Instagram and Twitter/X would be beneficial for the feature (The Midnight Train) to reach digital natives and younger teen audiences (16-25) to engage them further with the magazine as they only have a Facebook profile. A collaboration between a Twitter/X and Instagram account for Casbah Clash to reach this audience alongside revitalizing the band's social presence from Facebook's 25-55 demographic. This is because younger audiences (the magazine's target demographic) who are present on sites like Instagram consist of digital natives and therefore, will be informed about the magazine and band through above the line viral marketing. 

Traditional methods of advertising are also possible through poster's and flyers which can be put around the Leadmill or Showroom as their visitors consist of the target audience for my magazine therefore, putting an advert for a magazine (for the target audience) which will interest them in a place they are likely to be. This also creates synergy between the social media accounts and posters as within the physical posters, the social media sites can be linked to either via URL or QR code so the target audience can use a platform they likely already have to interact with a poster for something they'd be interested in, in a place they're likely to be. Furthermore, this allows for brand recognition via placing the Casbah Clash logo/masthead at the top of the posters and posts to further the connotations that this is a music magazine. Additionally, synergy can be extended via promoting the magazine gigs of the featured band (The Midnight Train) whether that be a 'shout out' before a performance or placing posters around the concert as the band and magazine share a similar (local) target audience. Furthermore, within circulation, offering copies to local Sheffield businesses like barbers or pubs will allow for greater readership and further the local/community support of the magazine.

To further engage the teenage/student primary audience, through using social media, viral, above the line marketing on social media channels like Instagram, which are already used by the target audience, the magazine can encourage folksonomy through encouraging audiences to send clips of their band/music in a chance to be the next feature. This therefore, creates electronic agora within an online community that allows the magazine to stay on top of the minds of the target audience through viral marketing which serve as continuous reminders and updates. 

Size, Circulation, Readership & Price

I anticipate the circulation of my magazine will be 500 copies, in which it can then circulate and be read by third party audiences to give a readership value of around 1000 per half annum with the cross-promotion from local Sheffield businesses, cross-promotion and viral marketing methods. These values are to match the circulation of other Sheffield based (music) magazines like 'Exposed'. The readership is higher than the circulation as multiple audiences can pick up and read one copy of a magazine issue, particularly in relevant, collaborated local, businesses like The Leadmill.

My magazine will be 8.5 x 11 inches so it can be comparable to influential/competitor magazines like Rolling Stone and Exposed, which have a similar ABC1 18-24 audience. This is in a size which begs to be a 'coffee table' piece with appealing visuals that multiple parties can pick up and read in scenarios such as waiting for a friend or haircut or drink in local Sheffield businesses. The price of the magazine will be £5.99 to reflect other music magazines like Mojo in their pricing (which are typically £6.99). 

Table For Advertisement Page Prices

The relevant safe area sizes for the trim are 5mm and the bleed are 3mm

The cost for advertisement in relation to the space on a given page are in reference to Exposed magazine, the primary competitor for Sheffield music magazines. Therefore, to encourage companies to use Casbah Clash for their advertisements, I have lowered the price from the services which Exposed offer to make advertising on Casbah Clash cheaper than the competitor. The back cover is higher in price as, if left lying down, the back cover is shown therefore, advertising to anyone reading it whatever is being featured; as well as the page being thicker comparatively to the rest of the magazine.