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Featured Artist Seejay 100's Single

Now aged 20 SeeJay100 Recently signed to Coda Music booking agency who represent artists such as ‘Calvin Harris’, ‘Chipmunk’, ‘Mr Hudson’ and many more big UK acts, having teamed up with co label artist ‘The Real Mr Smith’ for his début single ‘I Can’t Help It’ which was released in the spring of 2010. SeeJay100 promises to be the sleek grime artist of present. Having shot a video for the single, directed by Antoine Dixon and the completion of his début Mix tape “Undiscovered” which is a gritty, hard-hitting and somewhat amusing collection of tracks with various collaborations produced for the streets the mix tape is currently available for download.

Below is a link to his video

http://www.youtube.com/watch?v=Fkik2xKhvOo

My Key Artist

InJuction has SeeJay 100 as the first edition key artist. SeeJay100 has in the last 2 years been floating around the Urban scene; coming from South London the home of artists such as So Solid; SeeJay100 was constantly surrounded by music and talented artists. It was in 2009 when he decided to take his music to the next level and began working on his music full time, experimenting with various genres and collaborations.

 Seejay 100 is signed to just bounce records, has realeased numerous mixed tapes. The lastest mixtape is the most popular and most profitable its called say what I like 'Say What I Like'. 'Say What I Like' is available to download on itunes.

As a performer SeeJay100 is a natural, and has already performed in front of thousands of people, most notably on the British comedian’s ‘I Am Slim’ UK sell-out tour that took place in early 2009. It is around this time that a Norwegian promoter that was impressed by his talent arranged for a five-day tour in Norway along with his co label artist The Real Mr Smith. In the summer of 2009 SeeJay100 Performed at ‘Ghana In the Park’ in North London alongside Big UK acts such as ‘Tinchy Stryder’ and ‘Donaeo’ to an audience of over 4,000 people.

Original Shots

Original shots taken in various locations on the 23/02/11

Shot Schedule

Flat Plan Analysis

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Colour Scheme

When choosing my colour scheme i went straight for the underground grime scene colour of yellow and black, these two hazardous colours have been used for a long time to represent the grime scene as it as thought to  be equally as dangerous and threatening.

When choosing the third colour to write items such as puffs, teasers, pull quotes ect in, i intially went for a red colour. However it was apparent that this colour combination did not appear to be a good contrast, as well as looking too masculine, which may have driven away my female readers who make up a substantial amount of my target market.

In order to find a better suited colour i used the colour wheel, which highlighted that purple/violet would be a perfect colour to contrast the yellow, purple is the perfect third colour to capture female consumer as it quite a 'girlie' colour yet not too feminine that it drives away the male audience.

Colour Wheel

1st colour combination
black, yellow, red                                 

Final Colour Combination
black, yellow, purple

Magazine Title Selection

Above is a brain storm of all my magazine title ideas, at first i was going to go with the name 'Stance', as in the present day grime scene it relates to how you carry yourself in the way of clothing, manor and positioning. Also known 'swagger'. However i opted against this names as a number of my peers who are within my target population and match my reader profile where not keen on the name and did not grasp the concept of it.

Injunction received an extremely positive response from all my  peers with comments such as 'its one I'll remember', 'its unique to you, you can easily adapt it' and 'it represents your genre well, strong and defiant'. 

I related injunction to a grime magazine as 'in junction' connotes meeting point for several routes, and that's what I want my magazine to represent, a meeting point for all artist within the grime scene. An actual injunction can only be issued by some one with power and authority and i also want my magazine to represent that. My target market are both male and female so I the name 'Injunction' is neither to feminine or masculine, my peers explained the name the best, its 'strong and defiant'.

Double Page Spread Analysis

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Contents Analysis

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Front Cover Analysis

   Pride Magazine

                                                                      

Juicy Magazine

My Reader Profile

15-25 year old readers, 60% female and 40% male. Engaged in and follow the lifestyle of UK grime artist. Up to date and consistently active on sites and blogs such as twitter, facebook ect. Where high fashion meet the mean the streets of London, and individuality is only for the courageous, yet courage is innate for all my readers!

Examples of Reader Profiles

Word Magazine

When he was 19 music was his world. Music magazines were his first real print addiction. They gave him a sense of community, a language, a style and a whole new way of looking at the world. You won't find him following the crowd but you might find him leading it. He's trusted by his peers as the person to turn to for an informed opinion on music and media.

Now that he is over 30 with a partner and possibly even a family, he is as passionate about music as ever but his interests have broadened to encompass other forms of entertainment and new technology to enjoy these on. He is still after the sense of community he used to get from music magazines, but until the arrival of Word felt there was no longer anything in the market for him. On one hand he feels too old for what he considers to be the over-heated world of the current entertainment monthlies and on the other he does not want to live in the past with a nostalgia magazine.

Kerrang! Magazine

Kerrang!’s 15-24 year old readers (60% male and 40% females)

Are sharp, intelligent and rejoice in their individuality. Typical of modern youth, media savvy and marketing-averse, they are active consumers of computer games, media and fashion. On average they buy 31 albums a year (!). The brands that make he effort to talk to them in their language are rewarded with enormous loyalty.

Market Research Evaluation

When conducting my market research I used a stratified random sampling, I new I wanted 13-25 year olds with the majority around the 16-21 mark, I selected this age range as it was clear from some secondary research that this age range had the largest amount of listeners and more importantly biggest consumers of UK grime music. 60% of my respondents were female and 40% male. With many showing a great deal of interest and the key positive influence of female artist to the genre of music it is apparent that there is a niche market opportunity. The market segment target population would be males as they already display a keen interest for UK grime music, but the USP would be that the magazine predominantly feature females artist to attract the exponentially growing female fans. I know that featuring mainly female artist will attract the female fans as majority of female respondents said that the rise in female artist ‘greatly’ influenced their interest in this genre. The UK grime scene isn't the most capitalizing genre as many consumer are young adults going through college and university so pricing is a key factor, half of respondents said that they would pay between £2-3 and 70% said that they would buy a music magazine once a month, this indicates that the magazine would have to be quite detailed and extensive as it would be a weekly issue, and the price point would have to be low but this should be a problem as most artist in the UK grime scene just want to get themselves and there music out there so are therefore not too interested in fees.

Market Research Summary

Currently how interested are you in UK grime artist? (5 being the highest)

Has the rise of female artist such as Nicki Minaj, Eve

 Shystie ect influenced your interest in grime music?

Half of all respondents said they were a ‘4’ this shows a key interest in the genre, and no respondent gave the answer ‘1’, therefore the whole sample had some intereset in the UK? grime scene, so are therefore possible consumers.

The graph above clearly indicates that rise in female artists on the grime scene has a positive affect. All respondents said that the female artist have influenced their interest in UK grime, and the respondents that didn't say that claimed that they were already ‘keen’ on the genre of music. Which clearly highlights a possible market for a UK grime music magazine that features/specializes female artist.

How often would you purchase a music magazine?

From this data it is clear that the issue would need to be release monthly as 70% of my sample said that they would buy a music magazine monthly, none said weekly, which is a clear warning to stay a way from weekly issues. How often a magazine is published is a clear indication to how extensive each issue needs to be.

What price range would you be willing to buy a magazine for?

The price is a indication to the age of the audience and how extensive they expect the magazine to be. 50% of respondents said they would be willing to pay £2-3.

Market Research Questionnaire (part2)

Market Research Questionnaire (part2)

Market Research Questionnaire (part1)

Kerrang! Evaluation

From my research i found that all of the Kerrang! front covers followed the same conventions. This included a consistant style, size and colour of the masthead, with a cut out layered image of the artist in the for front. The consistancy of the masthead gives Kerrang! magazine a clear, recognisable image almost like its ID. Having the image displayed in the centre of the front cover, cut out and layered allows it to capture in the target populations attention. The repetition of words such as 'exclusive', 'win' and 'plus', which boost status and also draw the reader in. All contents pages have the same characteristics and follow the same colour schemes of black, yellow and white. The double page spreads always featured a large image of the artist with the text around it and a colour scheme that clearly reflected the artist.

Bauer Media Group

The pulisher of Kerrang! is Bauer Media Group, which is the UK's biggest publisher. Bauer Media group is an independent company that is based in 15 different countries, with 282 magazines as well a TV and Radio. Baurer Media group is a true synergy and is able to take advantage of the benefits of a synergy. Kerrang! magazine can take advantage of belonging to such a large publication, some of these advantages are having a weekly issue at reasonable price of £2.20, the majority of revenue is made from volume sales, in December 2009 they had a circulation of 52'272, which although its lower than previous years the circulation is still higher than other competitors.


Below is a link to a video about Bauer Media Group
http://www.bauermedia.co.uk/

Kerrang Music Magazine Research And Analysis

To engage in the music magazine industry I firstly gathered some research of the key UK basesd magazine Kerrang!. When researching this i focused predominantly on the characteristics of the magazines front covers and contents page. Secondly I researched Kerrang!s reader profile and how they attracted and satisfied there target population. I also looked at how the magazine is published, their circulation, and the software and hardware required.

Kerrang! Magazine Prese

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