Research: Music Magazine Analysis

The conventions of the magazine front cover

There is a masthead which is generally on every front cover, there is also cover lines which depict

parts of the magazine that will be featured in the entirety of the articles. There are also plugs found

on this front cover, ‘Simply the best’ advertising LiL Wayne and DJ Khaled. There is also a subheading

which is usually and in this case found on top of the masthead, ‘DIPSET WANTS YOUR BEATS’

Representation

Lil Wayne and DJ Khaled are being represented in a way that they are hard-working and therefore

represented for people to aspire to be like them. They may also be seen as having a good lifestyle.

Generally they are seen to be idols of the younger ages and try to apply themselves and this manor

to that audience. The magazine itself if represented in the way that younger audiences might be

attracted to it through lighter colours and I can’t see this magazine being picked up my a older

man/woman, if they were interested in this type of genre it would have to be more sleek and less

over the top.

Ideologies

The kind of lifestyle being sold is the ‘good life’ where all the money is and also a sense of hard

working in the music industry, the fact that if you want to be able to work where they are working

then you have to work as hard as they do.

Audience

The audience for this magazine is the for younger people and therefore those ranging from 13 – 16 I

think that the ethnicity is open to everyone as anyone can have their own interests, gender is also

open to everyone for the same interest reasons.

Genre

The genre of the magazine is Rap/Hip Hop as LiL Wayne and DJ Khaled are featured artists on this

front cover, they also are artists that associate themselves with this genre and make this type of

music. The content of the magazine shows different artists featured inside the magazine, who make

similar music to LiL Wayne for example. An artist like Snoop Dogg who is a very known musician in

the industry, although mainstream he is wildly known and therefore this is the reason why he is

featured due to the target audience. The iconography and conventions that are evident are the fact

that there are two known and signed artists on the cover who people look up to and enjoy his music.

Ownership and institution

This magazine was founded in 2003 by Alex Fox and its first publication in 2004. This magazine is still

in print and the owner is still Alex Fox. The website is http://www.scratchmagazine.co.uk/

Style

The magazine is positioning itself in a different light to before and is focusing on different things as

well as Hip hop/rap, this light is a sense of fashion, this could be to widen their reader base. I think

that this change is fun as well as stylish which was the intended route for their change. The kind of

personality that the magazine reflects is the fashion side of things which would attract more women

to read the magazine. The USP for this magazine is ‘Scratch, dare to be different’

Layout

The text is bubbly and therefore this illustrates something like the music that is being represented in

the magazine which is hip/hop, the colour of the masthead is yellow which is a frequent colour using

in rap/ hip hop magazines.

The magazines masthead is at the top of the page with the subheading above that, there are cover

lines and plugs along the side and the main image in the middle of the front cover.

Content

The sort of the stories that are in the magazine are mainly things about other artists such as snoop

Dogg and new music made by him. This tells you that the audience is generally the younger age of

people and that’s because they are the ones that are interested in his music.

Main image and background image

The shot types used are medium shot and a long shot with DJ Khaled in the back; this may have been

used because LiL Wayne is the more famous and the main feature.

The use of mise-en-scene in this shot shows LiL Wayne holding a Microphone and in casual wear,

whereas DJ Khaled is in sunglasses and is wearing multiple pieces of jewellery, he is also using a

piece of technology like a synthesiser. Overall the colour of the magazine is quite bland with some

lighter colours but nothing that stands out to the reader. The setting is also quite bland with a

greenish colour to it.

Iconography

The message that the pictures give is hard working, or the ‘good life’, the choice of the positioning of

the magazine are that LiL Wayne is more important the DjKhaled.

Masthead

This says about the brand that they are a rap music magazine and that they promote the use of

expensive golden wear, based from the yellow colour, the colour yellow represents this expesive

wear that all rappers wear to fit their image as being rich. This reflects the genre as talking about

how rich these people are and what they are accomplishing through music records and the albums

that they are bringing out.

Colour

The colour being used is bland, dull backgrounds and the lighter colours such as yellows, whites and

blues, this is good contrast so that these lighter things do stand out. The colour of yellow is wealth,

blue which are sky, the sky can mean that they are aiming high or for the top, ie to be successful and

white is purity to be able to do this with hard work.

Conventions

There are cover lines In this magazine front cover for ‘Vibe’ like ‘Smokey Robinson’ which generally

tell the reader what is featured in the magazine. There is also a masthead which shows the reader

what they will be reading and what published has made this. There is also a plug in this cover, ‘Kayne

West – I am rap’ this shows the reader that they will be looking into coverage of Kanye West.

Representation

The cover artist is being represented as wise and knowledgeable, in this picture Kayne West looks a

lot older and therefore this is why he can be associated with ‘Being rap’ due to his greyish beard and

thoughtful pose. The magazine also is representing itself by being more for women and male readers

by the colours used.

Ideologies

The kind of lifestyle being a musician and what perks It brings with life. Generally this is displayed

through the use of Kanye West and his past songs in his career.

Audience

The audience of this magazine would be adults to adolescence who are the ethnicity of black and

some white, although it appeals to all, it can be said that some would not read this.

Genre

The genre of the magazine is hip – hop you can see this from the featured artist, ‘Kanye West’ which

is from the image shown. The content is hip hop because it has plugs displaying this and there are

subheadings that feature things about the Notorious B.I.G.

Background and ownership

The date of the first publication was in 1993. This magazine is still in print in 2013, this magazine

publisher also has a website and is owned by Quincy Jones.

Style

This magazine is positioning itself with older people due to the fact that they are now featuring older

artists in their magazine. I think that the magazine is more stylish with the colours that they are

using, blue and pink and also the fact that style is portrayed with an artist that has lots of style. The

type of personality is not to have fun as such but to be more knowledgeable.

Layout

The layout of the page is that there is an image in front of the title and plugs and cover lines around

them. There are many colours used in this magazine front cover such as blue and pink as well as

grey.

Content

The stories that are in the magazine are secrets of the B.I.G film, new artists and the past songs from

Kanye West, this tells me about the audience that they are older as Notorious B.I.G is a old artist and

will apply to those people who listened to his music when he was around.

Main image and background image

The main image is of Kanye West and has been framed around a grey background. The shot types

used for this are close up to make his face have more detail. The setting of the picture is in a studio

and also the lighting looks bright to show Kanye in a lighter sense.

Iconography

The pictures give a message of thought by the way that he is looking into the camera, also a sense of

confidence.

Masthead

This reflects the genre through the use of colour and because the font is more funky which is what

the hip hop genre shows.

Colours

The colours used are pink, blue and grey. The connotations are fun and lively and make the

magazine more fun to read due to good, outstanding colours.

Conventions

The conventions found on this magazine are that there is a masthead, a general central image which

displays featured artists, cover line and other conventions such as a barcode, the artists names and

other artists In the magazine which will be talked about.

Representation

The cover artists are being represented as being ‘the best’ or high authority, this can be seen by the

way that ‘Kendrick Lemar’s’ hands are and the direction of his pointed fingers. Generally the

magazine represents itself from having a good lifestyle and to ‘respect those who can be seen to be

above you and have lots of money’

Ideologies

The kind of lifestyle being sold is a ‘good life’ lifestyle, this can be seen from the way that all the

artists are looking into the camera, also the clothing that they are wearing.

Audience

The audience for this magazine is older/ older teenage male with any ethnicity, generally this is

because the artists in this magazine all have explicit music which doesn’t have an audience of lower

youths, and therefore the magazine shares this audience.

Genre

The genre of the magazine is Rap/ Hip Hop. This is shown through the image because there are rap

artists and therefore represent the magazine to be in that certain genre. The content also shows

how that it’s rap magazine because rap artists are shown all around the magazine.

Conventions

There is a masthead with cover lines, plugs and graphic features, there is a subheading and a central

image, there is a barcode and a pug ‘Shocking!!!’

Representation

The artist is being represented not by his music or lifestyle but by his private life and the fact that he

is going to prison, the magazine itself shows that is represents itself through a gossip way and

doesn’t care for the artists music, only what is going on in his life personally.

Ideologies

The kind of lifestyle being shown, is reckless because he is going to prison and therefore shows that

he is in that institution of people who think that they can do anything that they want because they

have lots of money.

Audience

The audience of the magazine can be anyone because it’s not explicit artists, also younger people

can be interested in what is going on in people life’s.

Genre

The genre of this magazine is rap, this is because there is a rap musician on the central image. The

content also shows that this is a rap magazine duo to the fact that it includes other coverage of what

is going on with other rap artists.

Conventions

The conventions of this magazine are there is a masthead with cover lines, central image and plugs

Representation

The artist is being represented through having a ‘good life’ from the clothes he is wearing and he is

being represented from being a role model from the way that he is looking at the camera, some may

thing he looks ‘cool’. The magazine is being represented through the same means, that its to look

‘cool’

Ideologies

The lifestyle being sold is to have a good career and earn good money throughout, this is because

Jay – Z is being shown next to the ’50 Greatest Hip – Hop Songs of all time’

Audience

The audience for this magazine is younger and older people of all genders and ethnicity, this is

because Jay – Z makes more mainstream rap and therefore all are obliged to like him, it can be

assumed that this magazine uses similar artists so this trend can follow.

Genre

The genre of this magazine is rap and this can be seem from the central image as Jay – Z makes rap

for a living

The content can also show this as there is the ’50 Greatest Songs’

Contents Page

Conventions

There is a title ‘Contents’ , features, a central image and the title of the magazine

Representation

The artist is being represented as being extremely rich and therefore having a good lifestyle. He on

the other hand is not being represented for his music. The magazine represents itself for the reason

of showing how artists got where they are now.

Ideologies

The kind of lifestyle being sold is to be rich and have lots of gold ad diamonds

The audience

The audience is young people as they are more fascinated with expensive jewellery, it can be male

or female and any ethnicity

Genre

The genre is rap and this is shown through the image, a rap artist who is covered in expensive

jewellery. The content also shows that it’s a rap magazine because it features articles about other

rap artists.

Conventions

There is a title ‘Contents’, there is also features, a central image and a big ‘V’ which shows that’s the

magazine is ‘vibe’

Representation

The artist is being represented as a someone who is wanted by all, this is due to the arm that is

around his chest. The magazine represents itself from the fact that there is a rap artists on the

central image that the follow that general lifestyle.

Ideologies

The lifestyle being sold is to have everything and a sense of being famous.

Audience

The audience is generally younger people and older people of both genders and all ethnicity as the

artists has music that is suited to all ages.

Genre

The genre of this is rap and this can be seen due to the artists in the central image and the content

included like in the features there are articles included about other rap centred things

Conventions

The conventions of this magazine are there is a masthead with cover lines, central image and plugs

Representation

The artist is being represented in a rap fashion from his clothes and the demeanour he has when

looking at the camera

The magazine can therefore be represented through the same means as probably they use artists

the same as this one.

Ideologies

The kind of lifestyle being sold is the same as the lifestyle that most rappers have which is to have a

good life with a good career.

Audience

The audience is older and younger readers as 50 Cent is a non-explicit artist

Genre

The genre is rap and it is shown through the image because 50 Cent is a rap artist. The content also

is rap from things that the features show.

Conventions

There is features, central image, and the title of the magazine which is ‘Vibe’

Representation

The artist is being represented by being fashionable and having lots of money. The magazine can be

assumed to represent itself in this way as well due to the articles that they have in their issue.

Ideology

The lifestyle that this magazine is showing off is to be fashionable, be rich and have a good career.

Audience

The audience would be younger people because this artist has that audience that listens to his

music.

Genre

The genre of this magazine is hip hop as the artist included in this issue is from that genre and we

can assume that they include these artists often.

Conventions

There is a ussue number and date, there is also the features and the central image

Representation

The artists is being represented as someone who is rich and therefore lives a good life with a lot of

success. The magazine is being represented in similar ways that they care about artsts not so much

for their music but their life.

Ideology

The lifestyle is a rapper is shown in this magazine as he is wearing clothing to back this up which is

rich.

Audience

The audience is youths and maybe some adults with both genders and all ethnicities

Genre

The genre of this magazine is rap because the artists in the central image is a rapper.

Double page spread

Conventions

There is a central image, a title, and a subheading

Representation

The artist is being represented through living the good life and having ‘Swag’ this is shown through

this word being written all over his face.

The magazine is being represented through lower class socially as the font of the title is in a graffiti

style

Ideologies

The lifestyle being shown is more happy and to have a good career ‘Life of a shooting star’ shows

that this artist is being referred to as a shooting star or a new unique musician.

Audience

The audience would be younger and older people as this artists music is suited to that, there would

be no certain ethnicity or gender based audience either

Genre

The genre of this magazine is rap and this can be seen through the image as the artist is a rapper, the

content is also about a rapper

Conventions

Title, graphic feature, subtitle

Representation

The artist is being represented as being a ‘thug’ due to the title being ‘over here huslin’

Ideologies

The lifestyle shown is to be a thug or someone who is ‘hard’

Audience

The audience would be teenage males with a generally audience of Black ethnicity and some white

Genre

The genre is rap and this can be seen by the artist being a rapper and the content being about the

rapper

Conventions

There is a graphic feature, title, text, pull quote

Representation

The artist is being represented as a more knowledgable artist from the way that he is looking and

the glasses that he is wearing.

The magazine is represented in a way that they cover life more than music and write articles on

moralls

Ideologies

The lifestyle being shown is all about how to make it in life and what it brings you with hard work.

Audience

The audience would be younger people who are both gender and all ethnicity because Lupe Fiasco

makes a lot of mainstream music.

Genre

This magazine has a genre of rap as Lupe Fiasco is a rapper and the content is about him.

Conventions

There is a graphic feature, title, text, pull quote

Representation

This artist is being represented by being a role model or looking cool, to those who read this article.

The magazine has a representation of looking sleek in its deisgn.

Ideologies

The lifestyle of this artist is showing that you can have what you want with hard work and money

that comes with the career, you can tell this by the way that Jay – Z is looking at the camera.

Audience

The audience would be younger people as Jay – Z has made mainstream music and therefore

appeals himself to that audience

Genre

The genre is rap which can be seen through the centre image and the content provided which is all

about the rapper Jay- Z

Conventions

There is a graphic feature, title, text, pull quote

Representation

The artist is being represented as someone who is reckless or cares less about life

The magazine is represented in a similar way because they have articles about this type of thing.

Ideology

The lifestyle is having fun or being reckless in life/ being young

Audience

Young, all ethnicities and all genders.

Genre

Rap because this artist in the image is a rapper and the content is about him.