Brian - Unit 13 LO3 - Developing Two Original Print Ideas

OCR - Level 3 Cambridge Introductory Diploma in Media - Unit 13:

Candidate Name: Brian Miguel Insua Candidate Number: 6055

Centre Name: St Andrews Catholic Secondary School Centre Number: 64135

• Idea 1 - Masthead, Content, Strapline, Colour Scheme, Images, Fonts, Target Audience, Frequency and Price, Front Cover Layout, Double Page Spread Layout, Style Inspiration

• Idea 2 - Masthead, Content, Strapline, Colour Scheme, Images, Fonts, Target Audience, Frequency and Price, Front Cover Layout, Double Page Spread Layout, Style Inspiration

UNIT 13 - LO3 Developing Ideas and Creating Proposals and

Sample Materials for 2 Original Print-Based Media Products

IDEA 1: “CHARM”

• Proposal • Masthead • Content • Strapline • Colour Scheme • Images • Test Photography • Fonts • Target Audience • Frequency and Price • Front Cover Layout & Double Page Spread Layout • Front Cover & Double Page Spread Graphic Layout • Flat Plan • Style Inspiration • Draft Article • Front Cover Draft & Double Page Spread Draft • Market Place

“CHARM” PROPOSALIdea 1 Proposal - Charm

Idea 1 Proposal - Charm Brian Miguel Aquino Insua

Candidate Number: 6055

Centre Number: 64135

Idea 1 Proposal - Charm


IDEA 1 PROPOSAL - CHARM

Introduction

Charm is a brand new idea for a monthly rock music magazine. The magazine is inspired by Mojo and aims to produce high-quality exclusive eloquently written content for it’s target audience of intelligent wealthy individuals - primarily in the older bracket of those above 40 (Audience Psychographics - Resigned) but also appealing to the younger bracket of 16-25 year olds (Audience Psychographics - Explorers). Charm’s unique selling point is that Charm will contain articles, reviews, interviews and exclusives covering contemporary artists as well as covering legendary artists from the classic era of music. To provide a better visualisation of the brand I am aiming to create with this magazine, I will be producing sample materials in the form of a draft front cover and draft double page spread in addition to other sample materials (such as draft articles, test photography and a production plan) as part of a larger promotional project for Charm music magazine.

Working Title

The working title for this idea will be “Charm music magazine”. The verbal code “Charm” was selected as the working title as it is a noun that connotes the power or quality of delighting/attracting/fascinating others. Thus, this would appeal to the target audience by reminding them of the “charm” of the classic era - this would particularly appeal to the older bracket who view music from the past as better than contemporary music (Audience Psychographics - Resigned).

Format & Frequency

In terms of the format of the magazine, Charm will be a monthly rock music magazine which aims to produce high-quality exclusive eloquently written content. Very similar to Mojo’s format, Charm will contain special unique sections such as cover story-inspired tracks to be included when the consumer buys the magazine in the form of a CD, editor’s notes and fan mail, a legacy section (focusing on the legacy left behind by recently passed artists), a guide to the month’s best music and more. For the length of the magazine, as the magazine will produce monthly issues of high-quality content, there will be approximately 30 standard A4 size pages within the magazine, excluding the front and back cover. The use of standard A4 magazine paper is to save on printing costs as using a different paper size would cost more.

Genre

The genre of music that Charm will focus on will be rock from the classic era of the 1960’s, 70’s, 80’s and 90’s. Charm aims to knock Mojo off it’s perch as one of the best selling rock music magazines. Charm will contain content that focuses on classic rock as well as up and coming rising stars (i.e. up and coming YouTube stars such as Against The Current and classic rock such as The Beatles and The Rolling Stones).



Content

Charm will boast exclusive articles, album and concert reviews, and interviews with big-name artists

as well as up and coming rising stars and high-quality, in-depth features. Charm’s unique selling point is the

magazine celebrates the classics and embraces the new. This unique ethos will appeal to both the younger

bracket and older bracket of Charm’s target audience.

Style

After careful analysis of other music magazines from the genre, the four colours that Charm will use for

its colour scheme are:

• Red - the colour of energy, passion and ambition.

• Black - the colour of power and authority. It creates a barrier between itself and the outside world thus

offering the feeling of protection. Black connotes sophistication and seriousness for the older, more mature

audience yet is favoured by the youth market who are still trying to find their own sense of identity.

• White - the colour of perfection, purity and completion. White has a calming effect due to connotations of

simplicity, organisation and symbolises a clean slate - a blank canvas ready to be written upon.

• Yellow - the colour of mind and intellect. It connotes optimism, creativity, wisdom and logic. Yellow is the

colour of expression.

The font style which was chosen for the masthead of this idea is based on the font styles that Mojo

music magazine (Mojo’s masthead is a combination of the Lithos Black font and the Metro Black 2 font - the

“J” is Lithos Black while the other letters are Metro Black 2). Charm’s masthead will use the Lithos Black font

for all it’s letters as it connotes the genre and era of music the magazine will cover. The ‘groovy’ character

letter styles is a representation of the music mentioned in the magazine and the era & style of the music itself

(Signifiers - De Saussure).

The font style for the content of the magazine, the font style will differ depending on the era of music

being talked about. Serif fonts will be used for articles that cover music from the classic era whilst sans-serif

fonts will be used for sections covering contemporary music.

Similarly, the colour of images will be used to connote the era of music covered. Black and white

images will be used for legendary artists from the classic era whilst coloured images will be used for

contemporary artists.

Audience

Aimed at intelligent individuals in the ABC1 demographic, Charm’s content will be eloquently written,

designed to inform and educate the target readership. The ABC1 demographic means that these people have

disposable income which makes them ideal targets for the magazine. Charm will appeal to older audience who

grew up listening to the genre of rock music and will also appeal to the younger audience who prefer the

classics. Additionally, up & coming stars (i.e. Against The Current) – appeal to younger audience as they are a

pop rock band who cover popular songs as well as write their own. Thus, this could appeal to younger

audience through offering incentives such as a free song/ep/album from iTunes – this appeals to younger

audience as digital content is far more prominent than physical media. A physical CD could also be included

with issue to appeal to older audience who are more inclined to physical media.


MASTHEAD• “Charm” - is a noun that

connotes the power or quality of delighting/attracting/fascinating others. This appeals to the target audience by reminding them of the “charm” of the classics era, which appeals to those who are oriented in the past (Resigned - Psychographics) or interested in the older, ‘classics’.

“Charm” Draft Masthead

• Charm will contain content that also focuses on classic rock & up and coming rising stars, similar to Mojo and many other music magazines such as Q and NME (Genre’s Repetition and Difference - Steve Neale)

• Classic rock (such as The Beatles) will appeal to both younger and older audiences whilst rising stars will particularly appeal to the younger audience (i.e. YouTube stars such as Against The Current) Furthermore, Against The Current’s online presence makes them more relatable to the younger audience. (Audience Appeal).

• For the format of the magazine, Charm will be a monthly rock music magazine, which will focus on high-quality content over quantity, similar to Mojo (Genre’s Repetition & Difference - Steve Neale).

Mojo Music Magazine

CONTENT, GENRE, FORMAT

CONTENT• Similar to Mojo, (Genre Repetition &

Difference - Steve Neale) content will be eloquently written - designed to inform, educate and entertain the target audience (Katz’ Uses & Gratifications) of intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - with content (such as adverts, features, articles etc.)

• Content will be aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

Mojo Music Magazine

STRAPLINE• The Strapline is a statement that

describes the unique selling point of magazine - typically simple, short and catchy - designed to be memorable - which unites to create brand. Strapline for my magazine draws inspiration from Mojo, Kerrang! and Q magazine - utilising carefully selected language to convey the unique selling point and advertise the brand. Some ideas for the strapline include:

• “Great Music Awaits”

• “Celebrate Charming Music”

• “Music with Charm”

• “Charming Music, Charming People”

COLOUR SCHEME• Colours to use: Black, White, Red &

Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure).

• Red – colour of energy, passion, action, ambition and determination – warm, positive colour that conveys powerful masculine energy – draws attention to itself and demands to be noticed.

• Black – colour of power and authority – creates a barrier between itself and outside world thus offers feeling of protection – connotes sophistication and seriousness – favoured by the youth market who are still trying to find own sense of identity.

COLOUR SCHEME• Colours to use: Black, White, Red &

Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure).

• White – colour of perfection, purity and completion – suggests fairness, neutrality and balance – symbolises clean slate – a blank canvas ready to be written upon – calming effect due to connotations of simplicity, organisation and efficiency.

• Yellow – colour of mind and intellect – connotes optimism, creativity, wisdom and logic – represents the mind and intellect – colour of expression – stimulates logic/analytical side of brain – promotes wisdom and academic proficiency.

IMAGES• Similar to Mojo (Genre Repetition &

Difference - Steve Neale), will utilise black and white images - Visual Imperative (Galtung & Ruge) connoting era - also, black and white images channel focus of consumer towards star (Richard Dyer - Star Appeal).

• Colour images will be used to appeal to youth - connotes energy and potential of upcoming stars - also coloured behind the scenes photos to make stars more relatable - allows audience to identify with artists (Katz’s Uses & Gratifications). Main images on Front Cover and Double Page Spread will be medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience.

TEST PHOTOGRAPHY• Contemporary images for Charm

magazine will be in colour - whilst articles focusing on artists from the classic era of music will be accompanied by black and white images.

• The images are of my friend’s garage, which he has converted into a “man cave” - where there is a dart board, a TV and a small bar amongst other things. As he is in a band himself, the location is perfect for writing music and spending time with his band members - which is the perfect setting for taking images to accompany an article on Against The Current (contemporary up & coming band).

TEST PHOTOGRAPHY• Props needed were primarily costume-

related and instruments. In this sample image, the instrument is a Fender acoustic guitar and the costume related props were clothing items such as rock-themed clothing, leather jackets, pendants etc.

• The Post-Production Effects that will need to be applied to these images, in particular the Front Cover and Double Page Spread images, will be to glamourise the subjects in the images (increasing the brightness, retouching the images, removing pimples etc, ) - in order to give the impression perfection - consequently conveying their status and to further bring out their Star Appeal (Richard Dyer).

FONTS• Font for Masthead: Will repeat/copy

Mojo (Genre’s Repetition and Difference - Steve Neale) - Lithos Black font - connotes genre and era/style of music magazine will cover - “groovy” character styles - representation of music mentioned in magazine and era/style of music itself (Signifier - De Saussure).

• Font for main body: Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look) (http://maconprinting.com/serif-versus-san-serif-fonts).

http://maconprinting.com/serif-versus-san-serif-fonts

TARGET AUDIENCE• Charm - Classic Rock – will appeal to older

audience who grew up listening to that genre of music & will also appeal to the younger audience who prefer the classics

• Up & coming stars (Against The Current) – appeal to younger audience as they are a pop rock band who cover popular songs as well as write their own.

• Could appeal to younger audience through offering incentives such as a free song/ep/album from iTunes – appeals to younger audience as digital content is far more prominent than physical media (Discovery - Psychographics).

• Could include a physical CD with issue to appeal to older audience who are more comfortable with physical media (Resigned - Psychographics).

FREQUENCY & PRICE• Similar to Mojo, will be released monthly

- complete with high quality and eloquently written informative content (Katz’ Uses & Gratifications) aimed to appeal to the youth market (16-24 year olds in the ABC1 demographic - Hartley’s Subjectivities) and intelligent, educated men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities).

• Price will be lower than Mojo’s (£3.99) (in order to appeal to the youth market) however will be more expensive than other magazines due to high-quality content and target audience (ABC1 profile - middle/upper middle class - more wealthy - Hartley’s Subjectivities).

FRONT COVER LAYOUT

Front Cover Sketch V1Mojo July 2011 (#212)

FRONT COVER LAYOUT

Front Cover Sketch V2Mojo October 2014 (#251)

FRONT COVER LAYOUT• Similar to Mojo, masthead will be

placed in front of main image, towards the top of the page and written in bold, large font.

• Promotion will also be located at the top-left corner - to appeal to my magazine’s target audience, promotion will offer both physical and digital incentives to persuade consumer to purchase a copy of the magazine (for instance, free/discounted tracks/eps/albums on iTunes for youth market and a physical CD for the older market - Hartley’s Subjectivities).

Front Cover Sketch V1

FRONT COVER LAYOUT• Furthermore, cover lines will

be located on right-hand side of front cover - same style as Mojo - using different colours to differentiate and emphasise artists - also use powerful language that will impact consumer and entice them to read further.

• Main headline will also lie on the left hand side of the front cover - similar to Mojo, large, bold text to emphasise unique selling points.

Front Cover Sketch V2

DOUBLE PAGE SPREAD LAYOUT

• Similar to Mojo, will place headline at top left of D.P.S. - write in large, bold text to draw attention - cater font to music focus (i.e. serif = classic rock, sans-serif = contemporary music).

• Pullout quote - will copy Mojo and have it bleed across D.P.S. (Genre’s Repetition and Difference - Steve Neale) - will select shocking/controversial response from interview.

• Stand First - will place underneath headline (like Mojo) - differentiate from main body with bold font - written to inform yet be vague enough to increase reader’s curiosity & entice them to read further.

Double Page Spread Sketch V1


• Drop Capital - will copy Mojo and incorporate drop capital on second page of D.P.S. to break up text & provide audience with eye-catching starting point.

• Q&A - will replicate Mojo (Genre’s Repetition and Difference - Steve Neale) and place questions and responses in a box w/ a border - will differentiate Questions by using bold font - will also use controversial/shocking pullout quote to engage reader & entice consumer to read further.

• Images - inspired by Mojo, will use black & white images to connote classic rock era & will use colour images to connote contemporary music.

• Main body text - will use serif font to connote classic rock articles and will use sans-serif font to connote contemporary music.

Double Page Spread Sketch V2

GRAPHIC LAYOUT (FC)

GRAPHIC LAYOUT (DPS)

CHARM FLAT PLAN

CHARM FLAT PLAN

STYLE INSPIRATION• Colours - Copy Mojo (Genre’s

Repetition and Difference - Steve Neale) - Black, White, Red & adding Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure) – as red connotes energy & passion, black connotes power & authority, white connotes perfection & purity and yellow connotes creativity, intellect & optimism.

• Font - Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look).

STYLE INSPIRATION• Language - Will contain content

that also focuses on classic rock & up and coming rising stars (Genre’s Repetition and Difference - Steve Neale) (i.e. YouTube stars such as Against The Current) Classic rock (such as The Beatles) will appeal to both younger and older audience whilst rising stars will particularly appeal to younger audience (Audience Appeal). Against The Current’s online presence makes them more relatable to younger audience.

STYLE INSPIRATION• Content will also be eloquently

written - designed to inform and educate the target audience (Katz’ Uses & Gratifications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

DRAFT ARTICLEQ&A$with$Against$The$Current!

Intro$

YouTube!sensa+on!Against!The!Current!are!a!pop!rock!band!comprised!of!a!talented!trio!of!teenage!musicians.!Started!in!the!early!summer!of!2011,!the!band!started!pos+ng!cover!videos!and!has!subsequently!gone!on!to!develop!a!following!on!YouTube!of!over!600,000!subscribers!with!the!band’s!music!videos!viewed!accumula+vely!over!37!million!+mes.!Collabora+ons!with!fellow!YouTube!sensa+ons!Alex!Goot!and!Kurt!Schneider!has!taken!their!music!to!the!next!level,!with!the!joint!collabora+ons!receiving!more!than!58!million!views!to!date.!ANer!touring!the!US!and!Asia,!Brian!Insua!caught!up!with!them!in!London!before!their!UK!tour!to!discovers!how!these!teenagers!“dreamt!big”.!

At!just!19!years!old,!Chrissy!together!with!her!band!mates,!have!toured!in!major!ci+es!across!

the!world!–�including!Montreal,!Toronto,!California,!New!York,!Jakarta,!Manila,!Sydney,!Singapore,!Kuala!Lumpur,!Hong!Kong!and!Melbourne.!With!shows!at!London,!Manchester,!Leeds!and!Glasgow!to!come,!the!band!has!come!a!long!way!since!uploading!their!first!cover!song!in!2011.!!

You$guys$have$established$quite$a$name$for$yourselves.$How$did$this$all$start?$

Chrissy:!

“I!joined!Against!The!Current!in!the!early!summer!of!2011.!!I!met!my!bandmates!Will!and!Dan!through!one!of!my!best!friends.!They!needed!a!singer!and!I!fit!the!bill.”!

�“I’ve!never!really!been!in!a!band!before.!But!I!had!dreams!of!being!in!one.!I!come!from!a!family!of!music!lovers.!Though!my!parents!don’t!play!any!instruments!or!sing,!they’ve!always!

encouraged!me!and!my!li_le!brother!to!hone!our!music!skills.”�!

Dan:!

“Our!first!year!as!a!band!we!didn’t!really!do!much.!Just!wrote!music,!prac+ced,!hung!out!and!

dreamt!big.”�!

Will:!

“Our!channel!didn’t!really!get!much!a_en+on!un+l!we!released!our!first!single,!Thinking.!And!then!we!did!a!collab!with!Alex!Goot,!covering!Good!Time!by!Owl!City!and!Carly!Rae!Jepsen!and!that!really!got!the!ball!rolling.!That!was!in!like!July!of!2012.”!

With$your$rise$to$prominence$on$YouTube,$how$has$social$media$impacted$you$guys?$$

Chrissy:!

“Social!media!has!played!a!huge!role!for!us.!If!we!had!been!born!in!an!era!where!social!media!didn’t!exist,!I!don’t!know!how!we’d!get!our!music!out!there.”!

Will:!

“Social!media!is!a!really!big!deal!and!has!really!helped!us!to!connect!with!our!fans!who!really!

made!us!and!got!us!to!where!we!are.!We!wouldn't!be!anywhere!without!them.”�!

Chrissy:!

“I!feel!like!we!and!the!ATC!family!both!work!together!to!make!our!music.”!

How$has$collaboraDng$with$other$YouTube$stars$impacted$you$guys?$

Chrissy:!

“We’re!really!lucky!to!be!able!to!be!friends!and!work!with!such!incredibly!talented!people.!We!get!on!so!well!with!Alex!(Goot)!and!Kurt!(Schneider).!We’ve!had!a!tone!of!fun!making!music!and!shoo+ng!the!videos.!It’s!great!to!be!able!to!just!chill!out!aNerwards!and!laugh!with!each!other.”!

Will:!

“I!always!look!forward!to!working!with!them.!They’re!cool!dudes!and!their!fun!to!work!with.”!

Dan:!

“They’ve!taught!us!a!lot!about!the!film!making!side!of!things!too.!Especially!Kurt.!He’s!an!awesome!guy!and!a!great!producer.”!

CongratulaDons$on$your$recently$released$first$original$EP.$With$minimal$exposure$to$the$mainstream$media,$how$tough$was$it$to$get$noDced$without$signing$with$any$major$music$labels?$

Chrissy:!

“It!was!incredibly!tough.!It!took!+me!but!now!we!have!the!best!fans!in!the!world.“!

Will:!

“The!ATC!family!rocks!”!

As$with$all$arDsts,$there$will$come$a$Dme$when$you$will$have$to$change$your$musical$direcDon$to$adapt$to$the$everJchanging$mainstream$market.$Will$you?$

Will:!

“I!don’t!think!we!are!going!to!change!who!we!are,!as!in!like!how!we!sound.!If!people!like!it!and!it!becomes!a!thing,!then!we!are!definitely!ready.”!!

Dan:!

(Laughing)!“We’re!not!sellouts.”!

Chrissy:!

(Chuckling)!“I!think!also,!the!mainstream!market!has!changed!so!much.!There!are!so!many!bands!with!more!alterna+ve!sounds.!It’s!not!just!manufactured!pop!songs!that!become!extremely!popular.!If!the!mainstream!community!is!going!to!take!into!our!music,!that!would!be!incredible.!We!are!not!going!to!change!ourselves!in!an!a_empt!to!break!into!that!community.!But!if!that!just!so!happens!to!be!popular,!and!what!people!like!to!listen!to,!then!that!would!be!great.”!

Today’s$music$labels$tend$to$venture$into$foreign$markets$by$producing$songs$in$foreign$languages.$You’ve$just$been$on$a$tour$in$Asia.$What$are$your$thoughts$on$singing$songs$in$different$languages?$

Chrissy:!

“I!think!it!would!be!awesome,!but!I!would!be!really!afraid!of!being!offensive!for!pronouncing!everything!wrong.!Yeah!I!would!probably!end!up!being!offensive!because!I!pronounce!everything!wrong!accidentally,!and!I’d!never!want!to!offend!anybody.”!!

Will:!

“I!think!a!lot!of!ar+sts!grow!up!mul+lingual!and!so!they!can!like!get!the!pronuncia+on!right.”!

Dan:!

“Yeah,!like!our!buddy!Jason!Chen.!He’s!incredible!at!covering!Chinese!songs!with!perfect!pronuncia+on”!

Will:!

“If!we!ever!get!the!opportunity!to!release!our!music!in!another!country!and!like!dub!our!own!songs,!what!would!be!really!cool.!We’ve!got!friends!who’ve!done!that.”!he!added.!

Chrissy,$what$is$it$like$being$the$only$girl$in$the$band?$

Chrissy:!

(Laughs)!“They’re!like!my!brothers!so!I!don’t!feel!weird!about!being!the!only!girl.!I’ve!always!had!more!guy!friends!than!girl!friends!anyway.”!

“I!barely!no+ce!the!difference!some+mes,”�She!adds.!

“The!guys!are!kind!of!girls!some+mes.!Will!takes!hour!showers!and!takes!a!long!+me!to!get!ready!and!then!Dan!is!super!par+cular!about!his!hair.!Even!when!I!take!a!while!to!get!ready,!I’m!s+ll!usually!not!the!last!one!finished.”!

DRAFT ARTICLEIn$addiDon$to$your$music,$you$have$a$very$popular$vlog$and$tutorial$channel.$Chrissy,$what$inspired$you$to$do$that?$

Chrissy:!

“I’ve!always!wanted!to!do!makehup!tutorials!but!I!didn’t!think!there!was!an!audience!for!it.!I!never!went!for!it!because!I!didn’t!think!anyone!would!care.”!She!explained.!

“But!then!one!day,!girls!started!leaving!comments!asking!me!about!makehup!or!hair!rou+ne.!It!inspired!me!to!finally!create!a!second!channel!for!that!sort!of!thing.!I!also!use!it!to!spill!my!soul!in!a!vlog.!I!think!it’s!just!a!really!fun!way!to!interact!with!all!those!people!who!support!me!on!a!more!personal!level.!I!want!to!be!accessible!to!fans!and!for!people!to!get!to!know!who!I!really!am!and!what!I’m!like.!I!never!want!to!just!put!a!face!on.”!

YouTube$has$become$a$business$plaNorm$for$music$labels.$What$is$the$key$thing$that$you’ve$learnt$from$being$in$the$YouTube$business?$

Chrissy:!

“We’ve!been!working!without!a!middlehman!all!this!+me!so!we!pre_y!much!learned!how!to!run!it!on!our!own;!our!finances,!our!marke+ng!–!all!that!stuff.”!

Will:!

“I!realized!how!powerful!networking!can!be!and!like!just!how!important!it!is!for!us!in!our!line!of!work.!If!we!didn’t!do!out!first!collab!with!Alex!(Goot)!a!few!years!ago,!our!Kick!starter!wouldn’t!have!panned!out.”!

Dan:!

“Everyone!knows!everyone...!Even!in!this!kind!of!business.”!

Finally,$do$you$guys$have$any$advice$for$aspiring$arDsts?$

Chrissy:!

“Try!not!to!fit!a!mould.!Just!be!you.!Do!what!makes!you!feel!like!the!best!version!of!yourself.!If!you!want!to!wear!crazy!clothes,!do!it!!If!you!want!rainbow!hair,!do!it!!Write!lyrics!and!music!that!reflect!the!way!you!feel!not!what!you!think!people!want!to!hear.!Because!that’s!when!it!becomes!worth!it:!when!people!appreciate!and!support!you!just!being!you.!Be!proud!and!confident!in!who!you!are.”!

Dan:!

“And!keep!on!prac+cing!and!working!hard.”!

Will:!

“Exactly.!Keep!on!Truckin’.”!

FRONT COVER DRAFT

DOUBLE PAGE SPREAD DRAFT

MARKET PLACE• Charm will compete directly

with Mojo for top-quality and eloquently written content - intention is to knock Mojo off it’s perch as one of the best selling rock music magazines.

• Charm’s unique selling point is that Charm contains articles, reviews, interviews and exclusives covering contemporary artists as well as covering legendary artists from the classic era of music.

IDEA 2: “MUSE_IC”

• Proposal • Masthead • Content • Strapline • Colour Scheme • Images • Test Photography • Fonts • Target Audience • Frequency and Price • Front Cover Layout & Double Page Spread Layout • Front Cover & Double Page Spread Graphic Layout • Flat Plan • Style Inspiration • Draft Article • Front Cover Draft & Double Page Spread Draft • Market Place

“MUSE_IC” PROPOSALIdea 2 Proposal - Muse_ic

Idea 2 Proposal - Muse_ic Brian Miguel Aquino Insua



Idea 2 Proposal - Muse_ic


IDEA 2 PROPOSAL - MUSE_IC

Introduction

The idea for this music magazine (based on researching my magazine of inspiration, Mojo, and through conducted primary research) is to create a music magazine called “Muse_ic”, which will focus primarily on covering artists from the classic era of the 1960’s through to the 1990’s as well as contemporary rock artists from time to time. Similar to Mojo, content will be eloquently written; designed to inform, educate and entertain the target audience, who will be primarily intelligent individuals in the ABC1 demographic - focusing on both younger audiences (the 16-25 bracket) and older audiences (the above 40 bracket). To provide a better visualisation of the brand I am aiming to create with this magazine, I will be producing sample materials in the form of a draft front cover and draft double page spread in addition to other sample materials (such as draft articles, test photography and a production plan) as part of a larger promotional project for Muse_ic.

Working Title

The working title for this idea will be “Muse_ic”. I have chosen the verbal code “Muse_ic” as the brand name of this magazine due to it’s connotations. The “Muse” is based on Roman and Greek mythology. She is the Goddess of Arts and Science and the daughter of Zeus, which connotes inspiration for the creative artists. This will subsequently appeal to the audience by connoting that the magazine will investigate and inform (Katz’ Uses and Gratifications) about the inspiration behind great music, with the underscore connoting the magazine’s contemporary influence.

Format & Frequency

In terms of the format of the magazine, Muse_ic will be a monthly rock music magazine which aims to produce high-quality exclusive eloquently written content. Very similar to Mojo’s format, Muse_ic will contain special unique sections such as cover story-inspired tracks to be included when the consumer buys the magazine in the form of a CD, editor’s notes and fan mail, a legacy section (focusing on the legacy left behind by recently passed artists), a guide to the month’s best music and more. For the length of the magazine, as the magazine will produce monthly issues of high-quality content, there will be approximately 30 standard A4 size pages within the magazine, excluding the front and back cover. The use of standard A4 magazine paper is to save on printing costs as using a different paper size would cost more.

Genre

The genre of music that Muse_ic will focus on will be rock from the classic era of the 1960’s, 70’s, 80’s and 90’s. Muse_ic aims compete directly with Mojo to become one of the best selling rock music magazines. Muse_ic will contain content that focuses mainly on classic rock as well as contemporary rock (for instance, classic rock such as The Beatles and The Rolling Stones and contemporary rock such as The Black Keys and Arctic Monkeys).



Content

Charm will boast exclusive articles, album and concert reviews, and interviews with big-name artists

as well as up and coming rising stars and high-quality, in-depth features. Charm’s unique selling point is the

magazine celebrates the classics and embraces the new. This unique ethos will appeal to both the younger

bracket and older bracket of Charm’s target audience.

Style

The house style will be established through the colour scheme of Red, Black, White and Grey (like

Mojo). Font for the masthead will be Lithos Black (which is very similar to the font that Mojo uses for it’s

masthead) and the font for the main body will be serif fonts for all articles, interviews and features.

• Red - the colour of energy, passion and ambition.

• Black - the colour of power and authority. It creates a barrier between itself and the outside world thus

offering the feeling of protection. Black connotes sophistication and seriousness for the older, more mature

audience yet is favoured by the youth market who are still trying to find their own sense of identity.

• White - the colour of perfection, purity and completion. White has a calming effect due to connotations of

simplicity, organisation and symbolises a clean slate - a blank canvas ready to be written upon.

• Grey - the colour of neutrality. Being both motionless and emotionless, grey creates a sense of calm and

composure, relief from a chaotic world. Grey is associated with the grey hair of old age - it is the colour of

maturity and responsibility.

Audience

Aimed at intelligent individuals in the ABC1 demographic, Muse_ic’s content will be eloquently written,

designed to inform and educate the target readership. The ABC1 demographic means that these people have

disposable income which makes them ideal targets for the magazine. In particular, Muse_ic will appeal to the

older audience who grew up listening to the genre of rock music and will also appeal to the younger audience

who prefer the classics. The coverage of artists and music from the classic era of music will appeal to the older

audience due to the nostalgic factor - that nostalgic association with the past. This could appeal to the

younger audience because many grow up listening to their parents’ music and consequently develop a liking

for it. The coverage of contemporary artists should satisfy their appetite for discovery (audience

psychographics).


MASTHEAD• “Muse_ic” - “muse” = Roman

& Greek mythology - daughter of Zeus - goddess of arts & science - noun connotes inspiration for a creative artist - appeals to audience by connoting traditional vibe of magazine and that it will inform, educate and entertain (Katz’ Uses & Gratifications) audiences on music from the classic era of rock - with the underscore connoting a contemporary influence.

CONTENT, GENRE, FORMAT• Muse_ic will contain content that primarily focuses

on classic rock, similar to Mojo, with the occasional issue/article focused on contemporary mainstream artists (Genre’s Repetition & Difference - Steve Neale).

• Classic rock (such as The Rolling Stones) will primarily appeal to older audiences - due to the association with the music they grew up with (Resigned - Psychographics) - as well as younger audiences - such as those were influenced by their parents or find that the contemporary music is not to their liking (Discovery - Psychographics).

• Mainstream contemporary rock music (such as The Black Keys) will be more likely to appeal to younger audiences because it is more modern - similarly, it provides an opportunity for older audiences to discover new music.

• For the format of the magazine, Muse_ic will be a monthly rock music magazine, which will focus on high-quality content over quantity, similar to Mojo (Genre’s Repetition & Difference - Steve Neale).

STRAPLINE• The Strapline is a statement that

describes the unique selling point of magazine - typically simple, short and catchy - designed to be memorable - which unites to create brand. Strapline for my magazine draws inspiration from Mojo, Kerrang! and Q magazine - utilising carefully selected language to convey the unique selling point and advertise the brand. Some ideas for the strapline include:

• “The Place to Be”

• “Great Music Awaits”

• “Only The Best”

COLOUR SCHEME• Colours to use: Black, White, Red & Grey

– common colour scheme used in music magazines (particularly Mojo) – powerful colours used to attract attention (Signifiers - De Saussure).

• Red – colour of energy, passion, action, ambition and determination – warm, positive colour that conveys powerful masculine energy – draws attention to itself and demands to be noticed.

• Black – colour of power and authority – creates a barrier between itself and outside world thus offers feeling of protection – connotes sophistication and seriousness – favoured by the youth market who are still trying to find own sense of identity.

COLOUR SCHEME• Colours to use: Black, White, Red & Grey –

common colour scheme used in music magazines (particularly Mojo) – powerful colours used to attract attention (Signifiers - De Saussure).

• White – colour of perfection, purity and completion – suggests fairness, neutrality and balance – symbolises clean slate – a blank canvas ready to be written upon – calming effect due to connotations of simplicity, organisation and efficiency.

• Grey - colour of compromise, neutrality and perspective - both motionless and emotionless - connotes solid & stable - creates a sense of calm, composure and relief from a chaotic world. Grey is conservative yet elegant and formal but never glamourous.

IMAGES• Similar to Mojo (Genre Repetition &

Difference - Steve Neale), will utilise black and white images - Visual Imperative (Galtung & Ruge) connoting era - also, black and white images channel focus of consumer towards star (Richard Dyer - Star Appeal).

• Colour images will be used to appeal to youth - connotes energy and potential of upcoming stars - also coloured behind the scenes photos to make stars more relatable - allows audience to identify with artists (Katz’s Uses & Gratifications). Main images on Front Cover and Double Page Spread will be medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience.

TEST PHOTOGRAPHY• Similar to the first idea of Charm magazine

(Genre Repetition & Difference - Steve Neale), contemporary images for Muse_ic magazine will be in colour- whilst articles focusing on artists from the classic era of music will be accompanied by black and white images.

• The images are taken in the photography studio due to the equipment available. Firstly, there is the lighting equipment, which creates the impact in the front cover and double page spread images. Secondly, there is the backgrounds. Having a unified colour means that the background of the images will be easier to remove and subsequently manipulate/Photoshop. Thirdly, the tripods and high resolution cameras ensure the best quality for images.

FONTS• Font for Masthead: Will repeat/copy Mojo

(Genre’s Repetition and Difference - Steve Neale) - Lithos Black font - connotes genre and era/style of music magazine will cover - “groovy” character styles - representation of music mentioned in magazine and era/style of music itself (Signifier - De Saussure).

• Similar to Charm (Genre’s Repetition and Difference - Steve Neale), font for main body: Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look) (http://maconprinting.com/serif-versus-san-serif-fonts).

http://maconprinting.com/serif-versus-san-serif-fonts

TARGET AUDIENCE• Muse_ic - Will be more similar to Mojo than first

idea (Charm) (Genre’s Repetition and Difference - Steve Neale) - Classic Rock – will appeal to older audience who grew up listening to that genre of music & will also appeal to the younger audience who prefer the classics.

• Occasional coverage of mainstream contemporary rock music (i.e. Arctic Monkeys) – appeal to younger audience due to contemporary influences.

• Could appeal to younger audience through offering incentives such as a free song/ep/album from iTunes – appeals to younger audience as digital content is far more prominent than physical media (Discovery - Psychographics).

• Could include a physical CD with issue to appeal to older audience who are more comfortable with physical media (Resigned - Psychographics).

FREQUENCY & PRICE• Similar to Mojo, will be released monthly

- complete with high quality and eloquently written informative content (Katz’ Uses & Gratifications) aimed to appeal to the youth market (16-24 year olds in the ABC1 demographic - Hartley’s Subjectivities) and intelligent, educated men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities).

• Price will be lower than Mojo’s (£3.99) (in order to appeal to the youth market) however will be more expensive than other magazines due to high-quality content and target audience (ABC1 profile - middle/upper middle class - more wealthy - Hartley’s Subjectivities).

FRONT COVER LAYOUT

Front Cover Sketch 2 V1Mojo December 2013 (#241)

FRONT COVER LAYOUT• The idea for this front cover layout is

based on Mojo’s special 20th anniversary edition which was designed by Kate Bush. It offers a slightly different layout from the conventional Mojo front covers, keeping the same conventions however changing the overall layout of these conventions. For instance, although the Masthead and Strapline remain the same size and location, the cover story has been moved to the middle of the front cover, with the cover lines (which are usually found on the mid-right side of the front cover) being on either side. The Unique Selling Point moves towards the bottom of the front cover, being more of a rectangular shape than the more typical circular one. Similarly, the promotion at the top left of the front cover copies this.

FRONT COVER LAYOUT• The main image on the front cover

would be black and white in order to convey to consumers the era of the music covered within the magazine. Subsequently, this would attract the older, more traditionalist bracket of consumers as this would be the music they would have grown up to (Audience Psychographics).

• White, Black, Red and Grey will be the main colour scheme (exactly like Mojo) as these are the colours that are the most visually stimulating and connotes the genre and era of the music within the magazine (Steve Neale - Genre’s Repetition & Differences).


• Similar to Mojo, will place headline at top left of D.P.S. - possibly controversial quote - write in large, bold text to draw attention - cater font to music focus (i.e. serif = classic rock, sans-serif = contemporary music).

• Stand First - will place underneath headline (like Mojo) - differentiate from main body with bold font - written to inform yet be vague enough to increase reader’s curiosity & entice them to read further.

• Images - inspired by Mojo, will use black & white images to connote classic rock era & will use colour images to connote contemporary music. Will bleed across DPS to unify/link both pages.


• Drop Capital - will copy Mojo and incorporate drop capital on second page of D.P.S. to break up text & provide audience with eye-catching starting point.

• Q&A - will replicate Mojo (Genre’s Repetition and Difference - Steve Neale) and place questions and responses in a box w/ a border - will differentiate Questions by using bold font - will also use controversial/shocking pullout quote to engage reader & entice consumer to read further.

• Main body text - will use serif font to connote classic rock articles and will use sans-serif font to connote contemporary music.

GRAPHIC LAYOUT (FC)

GRAPHIC LAYOUT (DPS)

MUSE_IC FLAT PLAN

MUSE_IC FLAT PLAN

STYLE INSPIRATION• Colours - Copy Mojo (Genre’s Repetition

and Difference - Steve Neale) - Black, White, Red & Grey – colour scheme used in Mojo – powerful colours used to attract attention (Signifiers - De Saussure) – as red connotes energy & passion, black connotes power & authority, white connotes perfection & purity and grey connotes compromise, neutrality and perspective - mostly traditional values (Resigned - Psychographics) - appeals to older bracket of target audience.

• Font - Same as Charm - Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look).

STYLE INSPIRATION• Language - Will contain

content that also focuses on classic rock & mainstream contemporary rock (Genre’s Repetition and Difference - Steve Neale) (i.e. Arctic Monkeys, The Black Keys) Classic rock (such as The Beatles, The Rolling Stones) will appeal to both younger and older audience whilst contemporary rock will particularly appeal to younger audience (Audience Appeal).

STYLE INSPIRATION• Content will also be eloquently

written - designed to inform and educate the target audience (Katz’ Uses & Gratifications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

DRAFT ARTICLEQ&A$with$The$Black$Keys!

Intro$

The!Black!Keys!are!the!opposite!of!an!overnight!sensa6on.!While!they!have!emerged!as!one!of!the!most!popular!rock!bands!of!the!early!2010s,!this!bluesArock!duo!have!been!puBng!out!albums!since!the!beginning!of!the!21st!century,!slowly!building!a!cult!following!before!crossing!over!into!the!mainstream!with!their!hit!albums!Brothers!and!El!Camino.!Na6ves!of!Ohio,!the!band!consists!of!singer/guitarist!Dan!Auerbach!and!drummer!Patrick!Carney,!specialising!in!heavy!rock!that's!meant!to!be!a!throwback!to!classic!sounds!of!the!1970s.!With!their!proudly!retro!sound,!they!draw!comparisons!to!other!backwardAlooking!groups!like!the!White!Stripes.!

APer!almost!a!decade!of!making!albums!and!touring,!the!duo!unveiled!Brothers,!which!for!many!fans!was!their!first!introduc6on!to!the!group.!With!Danger!Mouse!beefing!up!their!sound,!the!Black!Keys!conquered!rock!radio!with!"Tighten!Up"!and!"Howlin'!for!You,"!merging!bluesArock!and!pop!accessibility.!In!the!past,!Auerbach!had!emphasized!the!raw!urgency!of!his!vocals,!but!with!Brothers!that!rawness!mixed!with!a!cocky!confidence!that!was!enormously!appealing.!Brothers!went!pla6num!and!won!the!Grammy!for!Best!Alterna6ve!Music!Album.!In!2011,!the!Black!Keys!con6nued!to!ride!high,!releasing!the!wellAreceived!El!Camino.!Again!working!with!Danger!Mouse,!the!band!had!big!hits!with!"Lonely!Boy"!and!"Gold!on!the!Ceiling."!Celebrated!for!their!ability!to!bring!a!sense!of!authen6city!back!into!mainstream!rock,!the!duo!have!become!one!of!the!more!unlikely!success!stories!of!recent!years.!

From$an$outside$perspec<ve,$it$appears$as$though$the$both$of$you$have$just$gently$and$gradually$become$hugely$successful$stars.$What$has$that$journey$been$like$for$you$guys?$

Patrick:!

“We’ve!just!been!doing!what!we!do!and!it’s!been!kind!of!crazy!the!past!year!and!a!half.!Every!record!we’ve!made!has!been!a!natural!progression!from!the!last!one.!We’ve!been!doing!it!for!a!decade,!making!a!new!record!and!touring,!making!a!new!record!and!touring.!Now,!it!seems!like!something!happened!I!guess.!More!people!started!paying!aaen6on!recently!which!is!kind!of!bizarre.!It’s!good,!but!we’ve!always!been!an!underdog!band!from!Ohio!we!never!had!a!lot!of!the!op6ons!of!bands!from!New!York,!LA!or!Chicago.”!

Dan:!

“Yeah,!we’ve!never!been!part!of!any!scene.”!

Patrick:!

“We!just!assumed!that!we’d!always!have!to!work!twice!as!hard,!so!we’ve!always!worked!twice!as!hard.”!

Many$view$your$gradual$rise$to$success$as$unusual.$However$is$that$not$how$bands$used$to$make$their$way$into$the$world?$

Patrick:!

“I!think!yeah,!that!was!the!way!it!used!to!be.!Not!always,!some!bands!only!existed!for!three!or!four!years,!like!Cream.”!

Dan:!

“I!bet!it’s!going!to!start!geBng!more!like!this.!Less!records!sell,!record!labels!are!going!to!downsize,!they!don’t!want!to!spend!a!million!dollars!for!a!band!to!make!a!record!in!the!Bahamas,!you!know!what!I!mean?!I!think!they’re!going!to!start!expec6ng!bands!to!put!out!a!record!every!year!and!get!on!the!road!and!tour,!but!that’s!just!what!we’ve!done!because!we!like!to!make!records!and!we!like!play!shows.”!

Do$you$feel$that$having$started$with$a$smaller$label$has$aided$your$careers?$

Patrick:!!

“One!of!the!smartest!things!we!did!was!we!were!talking!to!major!labels!and!stuff!right!aPer!our!first!album!in!2002!and!I!think!if!we’d!gone!that!route…”!

Dan:!

“It!would!have!been!disastrous!”!

Patrick:!

“I!think!we’d!have!put!out!a!record,!it!wouldn’t!have!done!what!we!wanted!it!to!do,!we’d!have!been!dropped,!but!I!think!in!the!6me!before!we!ended!up!on!a!major!label!we!became!more!established!and!the!whole!game!has!changed.!The!labels!aren’t!expec6ng!a!whole!load!of!stuff!from!bands,!they’re!not!throwing!money!around.!I!think!the!only!way!to!do!it!is!to!have!some!smash!hit!and!keep!making!hits!or!develop!and!actual!fanbase!which!is!what!we!did.!Having!songs!on!the!radio!is!very!new!to!us,!but!prior!to!having!a!song!on!the!radio!we!were!able!to!play!to!13,000!people!in!New!York,!that’s!without!a!single.”!

Is$there$a$moment$that$stands$out$in$your$memory$as$the$turning$point$for$the$band,$where$you$realized$you'd$reached$rockKstar$status?$

Dan:!!

Not!really,!man.!We!just!kept!working.!We!never!stopped.!I!remember!playing!our!first!show,!and!we!kind!of!sucked.!We!were!supposed!to!play!a!half!hour,!and!we!played!so!fast!it!was![over!in]!18!minutes.!You!know,!it's!just!lots!of!luck!really.!And,!you!know,!the!one!thing!that!was!really!important!was!that!we!were!broke!and!stupid,!young!and!stupid.!Because!if!I!had!to!go!back!and!start!over!now!—!I!couldn't.!It!was!just!brutal.!The!touring!was!brutal,!we!weren't!making!any!money,!and!we!did!that!for!years.!

DRAFT ARTICLEWhat$was$it$like,$collabora<ng$with$Danger$Mouse,$for$the$second$<me$on$‘El$Camino’?$

Patrick:!

!“We!started!it!in!the!first!week!of!March,!and!worked!on!it!and!finished!it!in!the!last!week!of!May,!but!we!took!three!and!half!weeks!off!during!that!6me,!because!we!had!shows!and!we!took!an!actual!week!off.!That’s!the!longest!we’ve!ever!spent!making!an!album,!normally!we’re!much!quicker.!We!spent!longer!on!each!song,!exploring!all!the!possibili6es,!which!was!cool!and!interes6ng!to!do.!Brian![Danger!Mouse]!was!involved!in!helping!us!write!the!album!as!well,!which!I!think!slowed!things!down!but!made!things!interes6ng.!It!was!cool,!it!was!different.!That’s!the!paaern,!to!try!to!something!different!with!each!album.!We!recorded!it!in!Nashville!at!Dan’s!studio!which!he’s!just!built.”!

What$were$the$reasons$behind$collabora<ng$with$Danger$Mouse?$

Patrick:!!

“He!really!is!the!only!other!person!we’ve!worked!with![he!produced!Aaack!&!Released!and!a!track!on!Brothers].!We’ve!worked!with!a!couple!of!engineers!but!he’s!the!only!producer.!With!Brothers!we!did!that!preay!much!on!our!own,!except!that!Brian!did!one!song![Tighten!Up]!on!it!which!turned!out!to!be!the!first!song!we!ever!did!that!got!played!on!the!radio.!Some6me!touring!last!year!we!decided!we’d!like!to!try!to!work!Brian!again!and!see!how!it!went.!We!talked!to!him!about!it!and!decided!to!do!it.!There!weren’t!any!other!producers!we’d!be!interested!in!working!with.”!

Can$you$think$of$a$tune$where$Danger$Mouse's$presence$helped$shiP$it$into$a$different$direc<on$than$what$was$originally$planned?$

DA:!"Psycho6c!Girl"!had!a!lot!of!input!from!him.!We'd!recorded!it!three!different!ways.!

PC:!Each!one!sounded!completely!different.!

DA:!Totally!different.!They're!all!cool.!But!that's!just!one!we!ended!up!recording.!He!gave!us!a!tempo!and!we!just!did!it!from!there.!Instead!of!star6ng!with!drums!and!guitar,!we!started!with!bass!and!took!it!from!there.!

PC:!That!and!"Strange!Times,"!it!was!just!all!of!us!throwing!around!ideas.!He'd!give!us!some!kind!of!loop!as!a!guide!to!work!around,!and!then!we'd!remove!the!guide!and!see!what!was!there!aPerward.!It!was!just!a!lot!of!fun.!

What$was$the$inspira<on$behind$this$album?$

Dan:!!

“Not!really,!we!just!started!fresh!every!day.!We!didn’t!talk!about!it!ahead!of!6me!or!do!demos!or!anything!like!that.!We!just!started!from!absolute!scratch!each!morning.!Nothing!was!pre!wriaen.!

Patrick:!!

“The!only!thing!that!was!discussed!was!halfway!through!the!album!we!realised!all!the!songs!were!in!the!same!sort!of…!they!were!all!kind!of!up!so!we!decided!to!try!to!keep!the!whole!record!that!way!so!it!was!more!rock’n’roll.!It!has!a!completely!different!energy!to!Brothers!I!think.”!

As$someone$in$a$big$band,$arenaKlevel$band,$do$you$think$about$what$it's$going$to$be$like$being$a$musician$20$years$from$now,$knowing$you're$going$to$have$a$legacy,$knowing$you're$going$to$have$certain$songs$that$people$expect$to$hear$you$play$a$certain$way?$

Dan:!!

You!know!what,!man?!Even!though!we're!an!arena!band,!I!just!s6ll!feel!out!of!place!with!that!level!of!musicians.!We!just!played![The!Concert!for!Valor]!gig!in!D.C.,!and!I!felt!like!a!garage!band![playing]!with!a!bunch!of!arena!bands.!Really.!We!don't!do!sh6ck,!man!!We!don't!pander!to!our!audience.!I'm!not!going!to!sing,!like,!"Amazing!Grace,"!you!know!what!I!mean?!But!Zac!Brown!right!before!me!will.!And!Carrie!Underwood!right!aPer!us!will.!And,!like,!Dave!Grohl!will!go!out!there!with!an!acous6c!guitar!and!do!it!with!them.!And!then!we!go!out!there!and!we're!just,!like,!playing!the!same!songs!that!we've!been!playing!for!10!years,!and!there's!no!sh6ck.!I!don't!understand!how!we!got!to!this!level.!Because!I've!never!seen!a!big!act!be!really!big!without!seriously!doing!some,!like,!sh6ck.!Do!you!know!what!I!mean?!Like!really!pandering!to!an!audience.!So!it's!weird,!I!don't!know.!

Turn$Blue$is$a$moodier$record,$definitely$a$more$experimental$record$for$the$band.$Is$that$the$direc<on$you$see$the$band$con<nuing$to$go$in?$

Dan:!

I!have!no!idea.!We!never!know!un6l!we!get!into!the!studio.!And!it!always!seems!to!change!a!liale!bit.!A!lot!of!it!has!to!do!with!the!6me!and!the!place.!We!could!take!all!those!songs!from!Turn!Blue!and!record!them!now!and!they’d!probably!sound!completely!different.!I!always!say,!it’s!like!a!snapshot!of!a!moment!in!6me.!It’s!like!a!Polaroid.!It’s!like!we!captured!the!songs!that!week!and!this!is!what!they!sounded!like!that!week.!

FRONT COVER DRAFT

DOUBLE PAGE SPREAD DRAFT

MARKET PLACE• Like Charm, Muse_ic will

compete directly with Mojo for top-quality and eloquently written content - intention is to knock Mojo off it’s perch as one of the best selling rock music magazines.

• Mus_ic’s unique selling point is that it contains articles, reviews, interviews and exclusives covering contemporary artists as well as covering legendary artists from the classic era of music.

S U M M A R Y

Learning Objective 3

• Proposed and outlined a magazine idea called “Charm”, explaining and analysing all the aspects for the proposed magazine through a project proposal.


Idea 1 Proposal - Charm Brian Miguel Aquino Insua




S U M M A R Y


• Proposed and outlined a magazine idea called “Charm”, explaining and analysing all the aspects for the proposed magazine, namely the masthead, content, strapline, colour scheme, images, fonts, target audience, frequency and price.

S U M M A R Y


• Proposed and outlined a magazine idea called “Charm”, explaining and analysing the vision for the magazine through front cover and double page spread sketches, front cover and double page spread graphic layouts, a flat plan, the house style, a draft article, front cover and double page spread mock-ups/drafts and analysed the potential market performance of the magazine.

S U M M A R Y


• Proposed and outlined a second magazine idea called “Muse_ic”, explaining and analysing all the aspects for the proposed magazine through a project proposal.


Idea 2 Proposal - Muse_ic Brian Miguel Aquino Insua




S U M M A R Y


• Proposed and outlined a magazine idea called “Muse_ic”, explaining and analysing all the aspects for the proposed magazine, namely the masthead, content, strapline, colour scheme, images, fonts, target audience, frequency and price.

S U M M A R Y


• Proposed and outlined a magazine idea called “Muse_ic”, explaining and analysing the vision for the magazine through front cover and double page spread sketches, front cover and double page spread graphic layouts, a flat plan, the house style, a draft article, front cover and double page spread mock-ups/drafts and analysed the potential market performance of the magazine.

Education

Brian - Unit 13 LO3 - Developing Two Original Print Ideas