LO1 (P1:U3, P2:U3, M1:U3) LO2 (P2:U21) - Create a proposal and pitch for a media product
LO1 (U3) - Be able to create a proposal with sample materials for an original media product to a client brief
LO2 (U21) - Be able to create a proposal and pitch for an original media product based on a given brief
Proposal:
Purpose
The purpose of this idea is to create a only rock genre magazine, which informs the reader of all the latest and upcoming rock artists in North London. It also gives the opportunity for the target audience to go to see these artists live in concert in some of the North London music venues, which will be presented in the magazine. A future objective that the magazine could be possible depending on the initial success and sales of the magazine is to sell nationally. When it is introduced it would be an exclusively North London magazine, as it reports on this areas upcoming artists, however with growth, this could be multiplied and replicated across many other areas in London, and potentially outside of this too.
Form and genre
The genre of the magazine I would like to instigate would be a rock genre magazine. As I have stated in Task 1, I have a couple of upcoming rock bands that I know personally and are very much part of the North London music scene, therefore it seems appropriate to use them as interviews or front covers. Furthermore, there are many rock music venues in North London, which further adds to the idea of creating a rock magazine. From my research, there are only a few rock genre magazines and most are more often than mine would be (for example Classic Rock). This means my product would be different to most others. Furthermore, there are no other rock magazines that report specifically on local bands and artists, which is what I will be doing. This is one of the reasons why I chose this genre. The form of this magazine would be an A4 magazine on hard back paper. I am using this paper because it is a monthly magazine, meaning it would have to be good quality for the customer. In addition, as it is not being created often, it is not that unethical to not use recyclable paper.
Content
Content would include information about North London based rock artists and bands, along with North London rock venues too. With this I will include necessary information about where to see these artists (when they are performing live at events), where the music venues are, and when different artists are playing there.
The front cover will include a photograph of my main artist I will be covering, along with relevant subheadings of other artists/bands that would be included in this magazine.
My double page spread will include a main image of the artist covered on the front cover, aside by an interview I did with them, answering a variety of questions.
I have chosen to inform the reader on where the artists and bands are playing because it gives them the opportunity to understand more about the rock artists and allows them to interact. This enables the reader to get more of a feel for the artists and by seeing them live, may want to be more involved with their music. This suggests my magazine has been able to influence readers to enjoy different peoples music, which creates customer satisfaction, meaning the customer would be inclined to buy the magazine again, as they will discover more artists and bands.
I have also decided to include a photograph of an upcoming rock artist to give the reader an understanding of what these rock artists look like, and how they have made it to where they want to be. By including other headings of other names and bands, it explains to the reader that there are many artists that they will be able to find out about in the magazine.
Another asset I have put into the magazine is an interview in my double page spread. I have included this because it gives the reader a huge insight into the persons life so they can connect with them on a personal level. This may make them more intrigued to go to see them live in concert, as they may have more of a connection.
The front cover will include a photograph of my main artist I will be covering, along with relevant subheadings of other artists/bands that would be included in this magazine.
My double page spread will include a main image of the artist covered on the front cover, aside by an interview I did with them, answering a variety of questions.
I have chosen to inform the reader on where the artists and bands are playing because it gives them the opportunity to understand more about the rock artists and allows them to interact. This enables the reader to get more of a feel for the artists and by seeing them live, may want to be more involved with their music. This suggests my magazine has been able to influence readers to enjoy different peoples music, which creates customer satisfaction, meaning the customer would be inclined to buy the magazine again, as they will discover more artists and bands.
I have also decided to include a photograph of an upcoming rock artist to give the reader an understanding of what these rock artists look like, and how they have made it to where they want to be. By including other headings of other names and bands, it explains to the reader that there are many artists that they will be able to find out about in the magazine.
Another asset I have put into the magazine is an interview in my double page spread. I have included this because it gives the reader a huge insight into the persons life so they can connect with them on a personal level. This may make them more intrigued to go to see them live in concert, as they may have more of a connection.
Target audience
The target audience for this rock magazine would be ages around 18-25. I have chosen ages 18-25 because upcoming bands and artists in North London would be of a similar age to this. This means this age group would easily be able to connect with the artists and be more inclined to buy the magazine to find out more about them.
In addition, this age group is more likely to go out and buy a magazine, due to their spare time, and their lifestyle of being more fit than older age groups.
Anyone who has an interest in rock music is my secondary audience. Unlike my primary target audience, this caters for older people, because rock was a very popular genre as they were growing up, therefore they will still listen and enjoy it. Another reason is because the older generation would be more inclined to buy a magazine as they grew up reading these and may prefer reading from a physical copy on paper.
The demographic of my target audience is quite large. This is because people with any income can buy it. The magazine cost £3.49 a copy which is reasonable compared to competitors, and for a hardback once a month magazine, affordable. If it is bought on a yearly subscription, they only cost £2.75 a copy, which is very cheap. Due to the low prices, people with any spending power (low or high) can afford to buy this magazine. In addition to this, any race or religion can buy this magazine, as it is mot targeted specifically. It is only aimed at a specific age range, therefore different ethnic groups and races within this can all purchase the magazine if it is within their interest.
Anyone who has an interest in rock music is my secondary audience. Unlike my primary target audience, this caters for older people, because rock was a very popular genre as they were growing up, therefore they will still listen and enjoy it. Another reason is because the older generation would be more inclined to buy a magazine as they grew up reading these and may prefer reading from a physical copy on paper.
The demographic of my target audience is quite large. This is because people with any income can buy it. The magazine cost £3.49 a copy which is reasonable compared to competitors, and for a hardback once a month magazine, affordable. If it is bought on a yearly subscription, they only cost £2.75 a copy, which is very cheap. Due to the low prices, people with any spending power (low or high) can afford to buy this magazine. In addition to this, any race or religion can buy this magazine, as it is mot targeted specifically. It is only aimed at a specific age range, therefore different ethnic groups and races within this can all purchase the magazine if it is within their interest.
Resources and personnel
Resources required would be:
- Camera, camera case, camera lens, tripod ETC (hardware)
- Musical equipment such as a guitar and drum sticks for the photographs (hardware)
- Photoshop, computer, keyboard and mouse to edit the photos taken (photoshop software) (computer, mouse, keyboard hardware).
I would not need any lighting resources, as my photos will be taken in a natural light.
I would need an SD card to put into the camera and export the data onto photoshop software in order to product my front cover and double page spread.
I would need an SD card to put into the camera and export the data onto photoshop software in order to product my front cover and double page spread.
Personnel would include the two bands members whom I know personally, or just the key member of a band, who will be on the front cover of the magazine.
In addition to the model(s) that will be used on the front cover and double page spread, there are other essential people that have a role in creating this magazine. These include: Art designer, editor, graphic designer, photographer. For the purpose of this first issue, I will be completing all of these roles for the front cover and double page spread of my magazine.
In addition to the model(s) that will be used on the front cover and double page spread, there are other essential people that have a role in creating this magazine. These include: Art designer, editor, graphic designer, photographer. For the purpose of this first issue, I will be completing all of these roles for the front cover and double page spread of my magazine.
Distribution and marketing methods
The methods of distribution and marketing that I am using is digital marketing. This is because it is quick and easy to use, and gains a huge reach for so many people to see. This allows more potential sales, as I would be reaching out to more people than if I was to put leaflets through peoples doors. This also isn't cost efficient, which digital marketing is.
I would use google Adwords in order to advertise my products, because they put your adverts on relevant sites where more people may be interested in what you are offering, as opposed to random websites which may not have interested people visit. This would start the magazines marketing positively, as it reaches out to many people, improving their acknowledgement from the public. Furthermore, as my target audience is 18-25, using digital marketing is perfect distribution for the magazine. This is because most young people are very in tact with social media and spend lots of time looking at online websites.
I would use google Adwords in order to advertise my products, because they put your adverts on relevant sites where more people may be interested in what you are offering, as opposed to random websites which may not have interested people visit. This would start the magazines marketing positively, as it reaches out to many people, improving their acknowledgement from the public. Furthermore, as my target audience is 18-25, using digital marketing is perfect distribution for the magazine. This is because most young people are very in tact with social media and spend lots of time looking at online websites.
Another method could be advertising at music venues or at music studios, so people who are interested in music would be able to see the magazine. This therefore means advertising is not wasted on people who may not be interested in buying the magazine at all.
Another distribution method I would consider using is posters around a music area. This is because people who see the posters would be interested in the magazine, and therefore inclined to buy it when they get the opportunity. I have done this because it ensures that the magazine gets a sufficient number of sales.
Marketing mix
Product
The objective for my magazine is to inform the readers with information about North London based rock artists and bands, along with North London rock venues too. With this I will include necessary information about where and when to see these artists, and where the music venues are.
This allows the reader to have a full understanding of all the rock themed events that are taking place and gives them an opportunity to go to the events too - which fulfils my objective to help and give my customers the convenience of finding where their favourite rock artists are performing.
Our aim for this magazine is to inform, yet entertain our audience, and hopefully become one of the most prominent magazine of North London.
Price
The price of this magazine would be £3.49. This price would be an in store or online price, as it can be purchased on both platforms.
We would also offer a yearly subscription to the magazine. As it is a monthly magazine, there would be 12 issues throughout the year. The yearly subscription would cost £32.99 - averaging at £2.75 a copy.
Classic Rock costs £34.99 a year, which is a mostly magazine. This means my price is more competitive than theirs, which would potentially make customers switch from their to my magazine.
Classic Rock costs £34.99 a year, which is a mostly magazine. This means my price is more competitive than theirs, which would potentially make customers switch from their to my magazine.
As we are looking to become one of the most prominent magazines in North London, the magazine will be around for a long time, giving loyal customers the opportunity to buy a subscription for only £29.99 a year, after one initial year of £32.99. This not only gives a cheaper price to customers, but gives loyal customers a priority price, which may be an incentive for new customers to join the subscription.
Place
The magazine would be sold in North London newsagents and other shops, such as supermarkets. This would give many customers an opportunity to purchase the magazine, and understand that it is available.
Furthermore, another platform where it would be available to purchase is online at our website.
www.SOLO.com
This would enable the customers to find the best solution for them, as they would buy the magazines singularly, and also as a subscription. This would give the customer a discount if bought annually as a subscription, and it would be delivered to their door consistently every month it releases. By having a website, it allows them to choose their favourite method of purchase.
Promotion
Methods of distribution and marketing could include posters for physical advertising. This method could be advertising at music venues or at music studios, so people who are interested in music would be able to see the magazine. This therefore means advertising is not wasted on people who may not be interested in buying the magazine at all.
However my main method of advertising would be done on social media. This is due to the massive reach that would be available, and how it is free, meaning no money would come out of the cash flow, making the magazine more profitable.
I could use google (Adwords) for this as it is free advertising and it places your ads on suitable websites, meaning the viewers may be more interested in buying than if it was placed around randomly.
Legal and ethical issues
Legal issues that I will need to think about is the using of artists and bands in my magazine. I will have to make sure that I have been granted permission to use their faces and content in my magazine. If I do not get permission, the magazine could get sued and it could lead to a big debt for the magazine.
I will resolve this by making sure I have model release forms before I take the photos or put them into my magazine.
The magazine would be written all by our employees, and no plagiarism involved in the content we give out. This eliminated any issues about using other magazines or peoples content.
The magazine would be written all by our employees, and no plagiarism involved in the content we give out. This eliminated any issues about using other magazines or peoples content.
Bands/artists that I will be using have to be asked about the factual information just to make sure it is correct. It is wrong and unethical to portray the artist in a different light to how they are.
Also the magazine would have to be checked by a specialist, proof reader or someone more senior in the business for spelling issues. This would ensure there would be no problems with the articles.
I will solve this by ensuring that I do not copy anyone else work, and if quotes or little bits of information are used, I will reference them. In addition to this, get a proofreader to make sure it is spelled correctly and information is true.
Ethical issues I would have to consider is the targeting of the magazine. In todays society it is wrong to target a specific gender, therefore I cant do this. I have to make sure not to only include male bands or artists, to make sure I am being as ethically correct as possible.
Ethical issues I would have to consider is the targeting of the magazine. In todays society it is wrong to target a specific gender, therefore I cant do this. I have to make sure not to only include male bands or artists, to make sure I am being as ethically correct as possible.
I will resolve this issue by including a female band member or artist on the front of the magazine as one of the sub topics included in the magazine.
Another ethical issue I would have to consider is the posture and pose of the model I will be photographing. It has to be acceptable for the age range in which I am targeting, and acceptable in todays society.
I will make sure that the models I am photographing are posing in an acceptable way and not doing any unethical actions. This will ensure it is socially acceptable to be put into shops.
Strengths
I am able to get photos of a real North London rock artist which adds to the live and real feel of the magazine.
Another advantage is that there are many rock venues and bands to use as content in North London. Due to the large number of music venues in this area, there will be no problem in creating 12 issues a year. Within these venues, an increasing number of rock artists and bands are performing, therefore there is coverage to report on that too. I am able to detail information on these venues and rock bands, and when different people are performing in the venues too.
Weaknesses
There are not many female rock artists in North London. If I do not report on a reasonable number of female artists too, it will seem as though the magazine is sexist or being unethical. This could create reputation problems, as these days it is completely wrong to discriminate against any group of people.
Opportunities
There are no other local North London rock magazines which suggests SOLO magazine is a gap in the market and can have the potential to be very successful. From my research, a high proportion of 18-25 year olds are interested in rock music in this area, as well as many middle-older aged people too, as this was a big part of their childhood. As I am the first to enter this particular segment of the market, there is potential market penetration from many sales in North London.
I am reporting on local artists which is something that other magazines do not cover. Most magazines in London cover famous artists which gives me a unique selling point of letting people know about new and upcoming artists they never would have heard of before.
Threats
Classic Rock, Kerrang! and Rock Sound are my main competitors when it comes to rock magazines. However, due to mine being a North London magazine, it allows me to report on different local rock artists or bands who may not have been seen before. Therefore, my magazine will have a unique selling point of introducing new faces, instead of showing the audience people that they already know. This unique approach to rock music may gain me customers that these rock magazines may not have, and give me a competitive advantage over them in North London. My other competition are London magazines which inform the audience about events. My magazine will be a lot about letting the reader know about rock venues and artists playing in them, therefore this could be competition because if people want to know where to go, this is the magazine for them.
Colour scheme
I have chosen a black and white colour scheme for my magazine, along with hints of red to stand out. The background and most text on the front cover will be black and white, including a black title. The first 'O' in solo is going to be red, as well as the guitar and other various texts. This vibrant colour being used is to bring the feel of the guitar to life, and make it stand out from the rest of the front cover.
To the right are rectangular shapes of the main colours that I used in my front cover and double page spread. This showcases the theme of the magazine, and what the aesthetics of it would look like in the actual production.
Ideas for my magazine:
I have chosen a black and white colour scheme for my magazine, along with hints of red to stand out. The background and most text on the front cover will be black and white, including a black title. The first 'O' in solo is going to be red, as well as the guitar and other various texts. This vibrant colour being used is to bring the feel of the guitar to life, and make it stand out from the rest of the front cover.
To the right are rectangular shapes of the main colours that I used in my front cover and double page spread. This showcases the theme of the magazine, and what the aesthetics of it would look like in the actual production.
Ideas for my magazine:
SOLO magazine
AXE magazine
Below is a slidesxhare of my mood board, font styles, competition, place in the market and both hand drawn and digital versions of my sketched layouts/visualisation diagrams of my front cover and double page spread.
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