SURVEY MONKEY RESPONSE

Survey Feedback

From feedback received I have learnt that my pitch clearly presents the intended theme of indie and most of the viewers of the presentation understood the indie/alt, non-mainstream, fashionable magazine for those of a younger generation as they would be the ideal target audience.

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PITCH IDEA

AUDIENCE PROFILES

Audience Profiles

AUDIENCE RESEARCH

Young Alts:
"Open-minded and non-judgmental, Young Alts have their eyes and ears open to different genres and scenes – both new and old…"

This group involve people who 'want out' of the mainstream music genre, the group is made of both sexes and members share interest for everything alternative. 

Young alts are united through activities such as experimenting with arts, music and fashion- constantly changing scenes; emo and hipster styles are often tried and tested by the young alts and its all about keeping an open mind. The group are happy to get involved with as much media as they can. Individuality is key for this tribe, they will experiment with appearance to ensure they stand out from the townies and trendies. In terms of taste in music, young alts will listen to a wide range of genres, ranging from The Smiths, Bring me the Horizon to A$AP Rocky. 

Favourite brands include:

Netflix, Spotify, Reading and Leeds festival, Vans, Urban Outfitters and NME. 

Indie Scenesetters:

"Spending hours trawling through records, Indie Scenesters have their fingers on the pulse on the current artists du jour…"

This group are dedicated to finding new music and will explore online, print, record shops, club nights and word of mouth to find it. There is a need to stay ahead of the curve; borne out of a genuine love for music. These people love nothing more than discovering new artists and music and spreading the love. Indie Scenesters have embraced experimental, genre-blending artists and have broadened their taste in music. The emphasise is largely on finding the independent artists rather than specific genres.
Both males and female indie scenesetters are currently rocking the same style- skinny jeans, vintage wear and Converse/ Vans. Their high street staples focus around the functional and unisex – Uniqlo, Cheap Mondays and American Apparel.

Indie Scenesetters favourite brands include:
Converse, Cheap Monday and Soundcloud.

Creatives:

"Meet the multi-talented, super productive Tribe that are leaving their mark on creative fields"

 

Motivated by the desire to produce original content and pursue their dreams as a ‘career creative’ – it’s not just a hobby, it’s a way of life. This opened minded group unite fashion, art, design, music, photography, dance and drama – with members collaborating on projects to get their work out in the world.

The group consist of both sexes who come from diverse backgrounds and are unified by their inventiveness. Typical members tend to be over the age of 20. Tribe mentality is all about developing their skills and working hard – even when this means living on a budge, they aren’t bothered by fleeting trends and have no time for throwaway culture –  attracted to provenance and brand histories that reflect their own values.

Favourite Brands Include:

Etsy, The New York Times, Secret Cinema, etc.

INSPIRATIONAL SOUNDTRACK

ANALYSIS OF PUBLISHING INSTITUTIONS

"Publishing is the process of production and dissemination of literature, music, or information — the activity of making information available to the general public."

IPC MEDIA
(international publishing company.) This is the United Kingdom's leading consuming magazine and digital publisher.
IPC creates media print content for various platforms including web, mobile, tablets &events. This institution has published many popular magazines which are similar to my intended idea for Orginal. As IPC has published magazines such as NME, Marie Claire and Now magazine, i feel this institution is suited to my magazine idea. (Music, fashion and latest news related to target audience.)

NME is a best seller music magazine published by IPC Media. I feel this is an advantage of choosing the IPC institution as they have proven that they have the skills to make this category of magazine to succeed. NME's target audience are those aged 17-30; this overlaps with my target age group of 16-24. If NME can appeal to and reach the intended group successfully, I also should be able to. As my magazine will feature musical content, it makes it similar to NME in some ways and as this has been a success, it gives Original the potential to succeed also with the assistance of IPC Media.







There is clearly market force in this institution as they are the UK's leading magazine publisher. Due to IPC only having the one music magazine published via them, my magazine will fit in perfectly as there is only the NME magazine which consists of the musical content. I feel Original would be a good way for IPC media to represent their brand and establish it further through the success of the magazine. By publishing with this company, I feel they have the proven skills to allow success of  a magazine of the music nature due to having the ability to reach a wide variety of the audience types, including those outside of the target audience group. 

BAUER MEDIA

This is a large German publishing company base din Hamburg, as well as operating in eight other countries worldwide. (Making this institution a multi-national.) This is Europe's largest privately owned published group. The group consists of two main divisions: Magazine and Radio. Publishing with Bauer would potentially benefit Original magazine as it incudes content of music which is influential to many and is regularly played on radio; stations listened to by many, including Radio One, etc. These two media types complement each other and could achieve effective marketing campaigns and promotion.

"Our business is built on influential media brands with millions of personal relationships with engaged readers and listeners. Our strategy is to connect audiences with excellent content through our broad multi-touch point brand platforms, wherever and whenever and however they want. Our wide portfolio of influential brands gives us advantages over pure play magazine or radio competitors."

Music magazines published by this company include: Q, Mojo & Kerrang. These are the same type of magazine as Original and have been successfully published by Bauer Media group. They each feature musical content. This indicates they are a trusted, worthy group who have experience of publishing this type of media effectively in a way which will engage with the public and attract those both inside and outside of the target market through various media types being used by Bauer to promote-more chance of being successful.

            

RELEVANT MAGAZINE CREATORS

TERRY JONES:    
British magazine, i-D, was founded by former Vogue art director Terry Jones in 1980. The magazine has since matured into a glossy magazine dedicated to fashion, youth-culture, art and music. I would consider Terry Jones as a relevant creator for Original as he has fashion, youth-culture and music figured out and at the heart. His meaningful images would engage the target audience combined with vague text to produce consistent, quirky pages.

 

Suroosh Avi, Shane Smith, Gavin Mcinnes:

Founded in 1994 in Canada by the above. The company then went on the expand into a company: VICE Media which produced various media types for Vice including the magazine, website and a record label. The mag was launched by government funding. Andy Capper co-founded the UK division with VICE.

Creators of Vice would be relevant to Original as their unique take on youth-culture creates engaging pages and interest. The edgy, unusual images are kept simple and left to be self explanatory so the reader is persuaded to look inside. I feel this would work for Original due to the nature of the indie/ alternative styler which requires interesting takes on a variety of subject matters and a stylish presentation kept consistent

to get the genre across effectively.

 





RELEVANT GRAPHIC DESIGNERS

David Carson 

an American graphics designer

and art director who is well known through his magazine design being innovative as well as his experimental, edgy typography which stands out and draws the reader in.

“He significantly influenced a generation to embrace typography as an expressive medium”

 

 

 

RAY GUN

Carson was art director for the Ray Gun magazine of which he designed a lot of the typography and layout featured. His well known typography is aesthetically pleasing and different to the average magazine cover. This is a selling point as the typography and layout used would stand out against other magazines and his work would be easily recognised.

David Carson has a stylish, vintage look about his work and therefore i feel it would work for my indie style music magazine to express the old fashioned and edgy style of this music. Through innovative, thought provoking typography, Carson could create an interesting, stylish cover for my magazine.

Neville Brody:
 An English graphic designer, typographer and art director. Known for working with 'The Face' magazine (a British fashion and culture magazine) as well as Arena magazine which was magazine published monthly for men. He has also designed record covers for successful artists which appear distinct and innovative. With his experience in designing for magazines as well as album covers, Neville would be a relevant designer for 'Original' as he has worked for 'The Face' which is based on fashion/youth and culture; this is something intended for my magazine and would interest and engage the target audience. Through his work designing album covers, Brody clearly as knowledge and skills when it comes to music related design.

 

 

 

Paula Scher-
This American graphic designer, painter and art educator. Scher was the first designer to create a new identity and promotional graphics system for The Public theatre and therefore has inspired and influenced many of the graphic design promoting the theatre and culture in general. Also in her career, Paula was hired by CBS Records in the department of marketing and advertisement department, before becoming the art director at Atlantic Records( an American record label) designing album covers. This supports my idea of Scher being a relevant graphic designer for Original as she has knowledge and experience in promotion with relevance to music.

 

RELEVANT PHOTOGRAPHERS

Ellen Von Uwerth

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

I find Ellen Von Unwerth's photography work extremely fascinating and thought provoking. After 10 years of being a fashion model herself, Unwerth decided she wanted to step behind the camera and now specialises in erotic feminity. Her work has been published by the likes of Vogue and i-D. Ellen von Unwerth has worked on cover albums for many well known artists including: Rihanna and Britney Spears. After researching her work, I have recognised the fact that much of her photographs are edited and made into black and white, this is interesting and creates mood for the images.

 

I believe she would be a relevant photographer for my music magazine as she has the ability to create bold, powerful, edgy images through her use of angle, style and colour. I would like to have a quirky image which is unique and would stand out against other magazines of the music nature. By having a trendy &appealing cover image, i will encourage sales and interest.

 

 

TERRY RICHARDSON

 

 

 

 

 

 

 

 

 

 

 

 

 

Terry Richardson is an American photographer specialising in fashion and portrait. He has worked on campaigns for Marc Jacobs Diesel and Supreme as well as working for i-D, Vogue, Rolling Stones and Vice magazines. His bold images are captured in a way which seems exposing and honest.

I like his work as it has a sense of humour and hidden meaning incorporated which would appeal to and interest the user-making them reflect on the images. Richardson would be an ideal photographer for Original magazine as it based around style, indie music and youth-culture, therefore it is aimed at a young generation market. I hope to achieve personality and excitement among the audience through images featured within Original in order to capture the attention and develop interest of the intended audience.

 







Albert Watson

 

 

 

 

 

 

 

 

 

Albert Watson is a famous fashion photographer which is suited to my theme of youth-culture and fashion inside Original. He has worked with leading magazines including Vogue. The Face and Rolling Stone. As he has worked for 'Rolling Stone', this proves he has knowledge on how to effectively photograph models to display fashion which also reflects music nature (Rolling Stone mag.) His images each tell a story which would interest and appeal to the reader of my magazine as well as make a statement. He doesn't often feature much colour in his images however this creates mood and when colour is used, it is bold and eye catching and seemingly edgy images.

I feel Watson is a relevant photographer for Original as his images bring across style and make a bold, eye catching statement. The photography is effective and would work well for a magazine of the indie genre.