Learning Outcome 1 (U3): Be able to create a proposal with sample materials for an original media product to a client brief (P1, P2, M1) Learning Outcome 2 (U21): Be able to create a proposal and pitch for an original media product based on a given brief (P2)
Task 2: LO1:be able to create a proposal with sample materials for an original media product to a client brief. LO2: be able to create a proposal and pitch for an original media product based on a given brief.
Title:
I choose the title "Feedback" as it has many connotations to the sounds produced by a guitar, that are commonly used in indie music. The term "feedback" within music can be defined as a special kind of positive loop gain which occurs when a sound loop exists between an audio input, for example a microphone or guitar pickup, and an audio output such as a power amplified loudspeaker.
The aim of this title is to make people think of what they define the term feedback as and what type of music they can relate it to; when I hear the term feedback I think of acoustic indie rock, and the sound of a guitar in the background of a music sample. The term feedback also stands out, because when a guitar makes the feedback sounds it grabs your attention, and that is what the music in the magazine is going to do for the readers.
Purpose of my product:
The purpose of my magazine is to inform people around north London on live music performances going on at small venues, such as o2 Shepherds Bush Empire and KOKO in Camden. These performances will be primarily be indie/up and coming artists- so that venues keep their originality and remain within the alternative music scene.
My USP will be a 5% partnership between the magazine and the venue that is being focused on in each edition which includes a jump queue ticket that allows free entry for readers. As my USP will be a partnership between the magazine and the venue of each edition, this will increase the number of customers and the amount of revenue each venue normally receives. Each edition of the magazine will focus on a different venue, and every 12 months we will recycle the venues- as the venues are constantly changing- none of the content will be reused.
It will also include information about the venues and how they focus on specific music genres to remain within an original and different form of music, rather than allowing singers in the pop charts to perform there. However, they agree to one night a month in which a significantly popular artist will perform an intimate show with a small audience, this will ensure the revenue for the venue is kept up.
Genre of my product:
My chosen genre is "Indie" music. I chose this genre as it can be seen as quite a broad genre- including different styles of indie music, such as pop, rock and folk as well as acoustic and many other original styles. Personally, I chose this genre as I can see it to be a very powerful form of music, especially when heard live, it adds a lot of value to live music. My aim in using this genre is to encourage people to watch live music more. Furthermore this genre of music can be interpreted and portrayed in many different ways to suit a persons emotions.
Target audience:
my target audience for this magazine is young people, both male and female, aged between 16-19 who enjoy indie music. The indie music scene is often associated with young people who are on the edges of society, and maybe don't fit in with everyone else.My secondary target audience will be again both males and females, aged between 20-25, who enjoy live music.
On the contrary, i'm aware that music a 16 year old listens to may not appeal to a 25 year old, however indie music is quite a broad genre with different styles, such as folk, pop and rock. Furthermore indie music is powerful and can be interpreted differently by each person in such a way that it is possible for it to appeal to a 16 year old as well as a 25 year old at the same time.
Visual representation of target audience:
Form of my product:
My magazine will be primarily print form, but will also be available online. The online version would feature more interactive articles about each venue with links to live performances from the venue. I feel that the magazine would get lots of revenue by being online as it is accessible to anyone around the world who is able to access the internet. Also as my primary target audience is 16-19 year olds , having an online presence is important.
The magazine will be 8 3/8 x 10 7/8 as it is the average magazine page size as well as being economically viable to ensure profit is made after production. Moreover it will have roughly be 100-150 pages featuring different articles relating to the chosen venue of each edition, with exclusive features from different artists who have performed there. In order to bulk up the content, each edition will have a section dedicated to independent advertisers, such as instrument teachers and those trying to sell music related items, such as instruments/ instrument accessories.
The standard price of each print edition will be £3.50, and will be available for purchase from newsstands, off licenses and some venues(tbd).However to purchase the print version by annual subscription it will cost £42.The online version will be available by annual subscription only as it is easier to purchase it once in a year rather than every time you go online to read it. The online version will cost £34 per year.And the option to subscribe to both online and print will cost £36.
Content:
My magazine is going to be both online and print, the content will be the same on both, however the online version will be more interactive, and feature links to live performances from each venue. Moreover, the online version will also feature recorded interviews from artists/bands who have performed. Similarly it will also feature professional photos of the venue- with and without performances.
The print version will feature detailed articles about the chosen venue of each edition, as well as written interviews from up and coming artists and interviews from artists who have recently performed there. Part of the magazine will be a Q and A section in which interviews from support acts will be written; they will speak about what it's like to be new in the north London music scene and what touring with another artist is like.
In the client brief it states that you must "pitch ideas for producing a new online and print based music magazine for North London". The way that the content in my magazine will achieve this is by including North London venues and artists based in the North London area or artists who have performed at the venues. Similarly I have chosen to have both a print version and an online version because there is a huge online following for different social media platforms and online print media, so I feel that my magazine would benefit from an online presence due to including an interactive feature of the website. On the other hand i also don't want the traditional print media to fade out so by creating a trendy music magazine in print, hopefully more people will be encouraged to buy the print copy of the magazine - this could also help to boost the sales for independent music stores.
Resources and personnel:
Equipment:
Personnel:
The personnel required for my magazine include;
photographer
model
photo editor
magazine editor
magazine content writer
As I will not have a great amount of funds for the magazine, people will be employed on an apprenticeship bases in which they are learning about the industry, but at the same time they will have a paid job. They will be partnered with someone who is experienced in their field- such as photography or magazine editing. The apprenticeships will last about 2/3 years, after that they will either go on to other jobs in the industry or become mentors for new apprentices. The models will be people I know, so the cost would be less than if I was to hire a professional model.
Marketing methods:
I will have both a primary and secondary method for marketing my magazine, as I also have two target audiences I need separate marketing methods to grab their attention in different ways.
My primary target audience is aged between 16-19 and to achieve the most effective advertising
for this target audience I will advertise on social media platforms such as snapchat, facebook and instagram. However in order to appeal to my secondary audience I will use live footage clips that I have recorded at the venues into my adverts.
Moreover, my secondary form of advertising will be leaflets that I can give out at the venues, on days when there are concerts going on. For example when the crowds are queuing to enter the venue I can give out leaflets. Although this would be a significant investment I think it would be beneficial as the people queuing are prime targets for the type of music my magazine is about, they also seem to enjoy the live music aspect.
I have chosen these marketing methods because I want to get as much public awareness of my magazine as possible whilst also keeping it at a relatively cheap price, and as my magazine has a rather large target audience this could seem like a challenge. So by using different social media platforms this enables me to advertise to one target audience on a low budget and then have enough to advertise on electric billboards with video performances from the venues - this second type of advertising will be aimed at those who do not use social media. Similarly these methods will be broadcasted all over London, which already fits the magazine into the client brief where it says "The London Magazine may decide to develop the ideas across all areas of London if it is an appropriate and successful idea". If The London Magazine can see that my magazine is already successful across all areas of London, the next step would be to expand it nationally.
Distribution methods:
Similar to marketing methods, I will include both a primary and secondary form of distribution. And as I have both an online edition and a print edition there will be different distribution methods for both. If you choose to subscribe to the print version, it will be delivered to your door (door to door service).
However if you choose to subscribe to the online version it will be accessible through a link that will be emailed to you personally by our company. This will happen monthly, based on the fact that you pay for the annual subscription. To subscribe to the online edition it is only possible by annual subscription. On the contrary if you wish to not to subscribe to any editions, then the print version will be available from certain off licenses and independent music shops available for purchase at your own accord.
I have chosen to use these distribution methods because they are time and cost effective - particularly for the online edition as when customers subscribe they provide us with their emails which will go onto a collective list, and each month the new edition will simply be sent to all the email addresses on the list. However the print edition distribution method is based mostly on tradition, as many newspaper and magazine companies deliver their products personally. Depending on how many people choose this option around North London, It will be divided between 2-3 drivers and the recipients will be grouped by address. This keeps the general cost of hiring separate delivery companies down.
Legal and ethical issues:
Legal issues:
Ensure that I use no one elses images and no one uses mine.
Ensure I have permission for the use of photography locations.
Ensure that the integrity of my magazine is clear and strong.
Copyright/plagiarism rules are clear with my team of employees.
Design rights- all content will be original.
Ethical issues:
Ensure purpose of my content is clear- not to influence anything extreme.
Ensure all content is true.
Ensure the privacy is kept of those involved in the production of the magazine, eg, models.
Font styles:
I chose the font bad signal for the mast head of my magazine as it is bold and the style of the font looks like the sound feedback can be defined as. With this font I hope to achieve a grasp of interest from my target audiences. As my target audience are more arty than academic, the aim of having a large and bold font is to grasp their artistic interests. Moreover as magazine reading can act as an escapism from society, and so I want the font to be easily eligible.
I chose the font the hurraca company for my straplines and tag lines. This font is slightly softer than my masthead font, however the aim of using a softer font is to encourage people to read the articles in the magazine. Also If the font is big then it makes the articles less crowded and busy and so doesn't put people off reading the magazine- personally if there is too much writing on a page in a magazine, I will skip to one with both pictures and writing- this is something I want to prevent with my magazine. Moreover as my target audience is less academic and more arty, my aim is to use bright colours and eye catching materials whilst also including detailed music articles.
The font Richela Kids will be used for the main body of the magazine articles. This font is simple and easily eligible for the readers of the magazine. As this font is simple it can be used in large quantities without being overwhelming.
Mood board:
The purpose of a mood board is to collect a selection of images that relate to the purpose and genre of the magazine. They relate to a set of themes and styles that the magazine is trying to portray. The mood board is useful in pre production as it helps to create a flow of ideas. The images above are of different indie artists/bands, and the colour schemes they use in self advertising. Therefore suggests the colour schemes that should be included in my magazine.
Competition:
My biggest competition will be NME.
NME magazine is a British music journalism website and former magazine that has been published since 1952. The magazine used to come out weekly but is now only based online and is updated monthly, there is not cost view the online edition. The website features articles covering current news and events in music, tv, film and radio, the website also has its own shop with a section where viewers can find discount codes for any shop (eg. Topshop), they also have a competition section where you can enter to win various high priced items, such as a Victrola turntable.
The website doesn't focus on any particular part of the Uk, however previously the print edition was based in Southwark, London and targeted central/ north-west parts of London.
Mojo magazine:
Although is different in terms of style, can still be considered competition.
Mojo is a British rock'n'roll music magazine, published monthly in the UK, based in London. Each edition varies in price, depending on which shop you purchase it from- however the price ranges from £5-£6. Similarly Mojo also has their own website which features a variety of different music articles, all previous editions of the magazine - dating back to 1993. Moreover the website also features a competition section where readers can win items such as festival tickets and music collector's items. As well as a competition section, they offer a variety of t-shirts in their online shop.
The website is free to visit, but also offers a subscription option which is available in print form, digital form only or both, and depending on which option you chose the price goes from £66 (digital only and print only) to £76 to be subscribed to both digital and print. This payment is a one off-payment and lasts 2 years ( current special offer expiring 18th march 2019).
As this magazine in a rock'n'roll magazine it is not in direct competition to my magazine, however as it has a rather established online presence it will be hard for me to stand out and differ to the structure of Mojo.
Initial sketches:
Title:
I choose the title "Feedback" as it has many connotations to the sounds produced by a guitar, that are commonly used in indie music. The term "feedback" within music can be defined as a special kind of positive loop gain which occurs when a sound loop exists between an audio input, for example a microphone or guitar pickup, and an audio output such as a power amplified loudspeaker.
The aim of this title is to make people think of what they define the term feedback as and what type of music they can relate it to; when I hear the term feedback I think of acoustic indie rock, and the sound of a guitar in the background of a music sample. The term feedback also stands out, because when a guitar makes the feedback sounds it grabs your attention, and that is what the music in the magazine is going to do for the readers.
Purpose of my product:
The purpose of my magazine is to inform people around north London on live music performances going on at small venues, such as o2 Shepherds Bush Empire and KOKO in Camden. These performances will be primarily be indie/up and coming artists- so that venues keep their originality and remain within the alternative music scene.
My USP will be a 5% partnership between the magazine and the venue that is being focused on in each edition which includes a jump queue ticket that allows free entry for readers. As my USP will be a partnership between the magazine and the venue of each edition, this will increase the number of customers and the amount of revenue each venue normally receives. Each edition of the magazine will focus on a different venue, and every 12 months we will recycle the venues- as the venues are constantly changing- none of the content will be reused.
It will also include information about the venues and how they focus on specific music genres to remain within an original and different form of music, rather than allowing singers in the pop charts to perform there. However, they agree to one night a month in which a significantly popular artist will perform an intimate show with a small audience, this will ensure the revenue for the venue is kept up.
Genre of my product:
My chosen genre is "Indie" music. I chose this genre as it can be seen as quite a broad genre- including different styles of indie music, such as pop, rock and folk as well as acoustic and many other original styles. Personally, I chose this genre as I can see it to be a very powerful form of music, especially when heard live, it adds a lot of value to live music. My aim in using this genre is to encourage people to watch live music more. Furthermore this genre of music can be interpreted and portrayed in many different ways to suit a persons emotions.
Target audience:
my target audience for this magazine is young people, both male and female, aged between 16-19 who enjoy indie music. The indie music scene is often associated with young people who are on the edges of society, and maybe don't fit in with everyone else.My secondary target audience will be again both males and females, aged between 20-25, who enjoy live music.
On the contrary, i'm aware that music a 16 year old listens to may not appeal to a 25 year old, however indie music is quite a broad genre with different styles, such as folk, pop and rock. Furthermore indie music is powerful and can be interpreted differently by each person in such a way that it is possible for it to appeal to a 16 year old as well as a 25 year old at the same time.
Visual representation of target audience:
Form of my product:
My magazine will be primarily print form, but will also be available online. The online version would feature more interactive articles about each venue with links to live performances from the venue. I feel that the magazine would get lots of revenue by being online as it is accessible to anyone around the world who is able to access the internet. Also as my primary target audience is 16-19 year olds , having an online presence is important.
The magazine will be 8 3/8 x 10 7/8 as it is the average magazine page size as well as being economically viable to ensure profit is made after production. Moreover it will have roughly be 100-150 pages featuring different articles relating to the chosen venue of each edition, with exclusive features from different artists who have performed there. In order to bulk up the content, each edition will have a section dedicated to independent advertisers, such as instrument teachers and those trying to sell music related items, such as instruments/ instrument accessories.
The standard price of each print edition will be £3.50, and will be available for purchase from newsstands, off licenses and some venues(tbd).However to purchase the print version by annual subscription it will cost £42.The online version will be available by annual subscription only as it is easier to purchase it once in a year rather than every time you go online to read it. The online version will cost £34 per year.And the option to subscribe to both online and print will cost £36.
Content:
My magazine is going to be both online and print, the content will be the same on both, however the online version will be more interactive, and feature links to live performances from each venue. Moreover, the online version will also feature recorded interviews from artists/bands who have performed. Similarly it will also feature professional photos of the venue- with and without performances.
The print version will feature detailed articles about the chosen venue of each edition, as well as written interviews from up and coming artists and interviews from artists who have recently performed there. Part of the magazine will be a Q and A section in which interviews from support acts will be written; they will speak about what it's like to be new in the north London music scene and what touring with another artist is like.
In the client brief it states that you must "pitch ideas for producing a new online and print based music magazine for North London". The way that the content in my magazine will achieve this is by including North London venues and artists based in the North London area or artists who have performed at the venues. Similarly I have chosen to have both a print version and an online version because there is a huge online following for different social media platforms and online print media, so I feel that my magazine would benefit from an online presence due to including an interactive feature of the website. On the other hand i also don't want the traditional print media to fade out so by creating a trendy music magazine in print, hopefully more people will be encouraged to buy the print copy of the magazine - this could also help to boost the sales for independent music stores.
Resources and personnel:
Equipment:
Personnel:
The personnel required for my magazine include;
photographer
model
photo editor
magazine editor
magazine content writer
As I will not have a great amount of funds for the magazine, people will be employed on an apprenticeship bases in which they are learning about the industry, but at the same time they will have a paid job. They will be partnered with someone who is experienced in their field- such as photography or magazine editing. The apprenticeships will last about 2/3 years, after that they will either go on to other jobs in the industry or become mentors for new apprentices. The models will be people I know, so the cost would be less than if I was to hire a professional model.
Marketing methods:
I will have both a primary and secondary method for marketing my magazine, as I also have two target audiences I need separate marketing methods to grab their attention in different ways.
My primary target audience is aged between 16-19 and to achieve the most effective advertising
for this target audience I will advertise on social media platforms such as snapchat, facebook and instagram. However in order to appeal to my secondary audience I will use live footage clips that I have recorded at the venues into my adverts.
Moreover, my secondary form of advertising will be leaflets that I can give out at the venues, on days when there are concerts going on. For example when the crowds are queuing to enter the venue I can give out leaflets. Although this would be a significant investment I think it would be beneficial as the people queuing are prime targets for the type of music my magazine is about, they also seem to enjoy the live music aspect.
I have chosen these marketing methods because I want to get as much public awareness of my magazine as possible whilst also keeping it at a relatively cheap price, and as my magazine has a rather large target audience this could seem like a challenge. So by using different social media platforms this enables me to advertise to one target audience on a low budget and then have enough to advertise on electric billboards with video performances from the venues - this second type of advertising will be aimed at those who do not use social media. Similarly these methods will be broadcasted all over London, which already fits the magazine into the client brief where it says "The London Magazine may decide to develop the ideas across all areas of London if it is an appropriate and successful idea". If The London Magazine can see that my magazine is already successful across all areas of London, the next step would be to expand it nationally.
Distribution methods:
Similar to marketing methods, I will include both a primary and secondary form of distribution. And as I have both an online edition and a print edition there will be different distribution methods for both. If you choose to subscribe to the print version, it will be delivered to your door (door to door service).
However if you choose to subscribe to the online version it will be accessible through a link that will be emailed to you personally by our company. This will happen monthly, based on the fact that you pay for the annual subscription. To subscribe to the online edition it is only possible by annual subscription. On the contrary if you wish to not to subscribe to any editions, then the print version will be available from certain off licenses and independent music shops available for purchase at your own accord.
I have chosen to use these distribution methods because they are time and cost effective - particularly for the online edition as when customers subscribe they provide us with their emails which will go onto a collective list, and each month the new edition will simply be sent to all the email addresses on the list. However the print edition distribution method is based mostly on tradition, as many newspaper and magazine companies deliver their products personally. Depending on how many people choose this option around North London, It will be divided between 2-3 drivers and the recipients will be grouped by address. This keeps the general cost of hiring separate delivery companies down.
Legal and ethical issues:
Legal issues:
Ensure that I use no one elses images and no one uses mine.
Ensure I have permission for the use of photography locations.
Ensure that the integrity of my magazine is clear and strong.
Copyright/plagiarism rules are clear with my team of employees.
Design rights- all content will be original.
Ethical issues:
Ensure purpose of my content is clear- not to influence anything extreme.
Ensure all content is true.
Ensure the privacy is kept of those involved in the production of the magazine, eg, models.
Font styles:
I chose the font bad signal for the mast head of my magazine as it is bold and the style of the font looks like the sound feedback can be defined as. With this font I hope to achieve a grasp of interest from my target audiences. As my target audience are more arty than academic, the aim of having a large and bold font is to grasp their artistic interests. Moreover as magazine reading can act as an escapism from society, and so I want the font to be easily eligible.
I chose the font the hurraca company for my straplines and tag lines. This font is slightly softer than my masthead font, however the aim of using a softer font is to encourage people to read the articles in the magazine. Also If the font is big then it makes the articles less crowded and busy and so doesn't put people off reading the magazine- personally if there is too much writing on a page in a magazine, I will skip to one with both pictures and writing- this is something I want to prevent with my magazine. Moreover as my target audience is less academic and more arty, my aim is to use bright colours and eye catching materials whilst also including detailed music articles.
The font Richela Kids will be used for the main body of the magazine articles. This font is simple and easily eligible for the readers of the magazine. As this font is simple it can be used in large quantities without being overwhelming.Mood board:
The purpose of a mood board is to collect a selection of images that relate to the purpose and genre of the magazine. They relate to a set of themes and styles that the magazine is trying to portray. The mood board is useful in pre production as it helps to create a flow of ideas. The images above are of different indie artists/bands, and the colour schemes they use in self advertising. Therefore suggests the colour schemes that should be included in my magazine.
Competition:
My biggest competition will be NME.
NME magazine is a British music journalism website and former magazine that has been published since 1952. The magazine used to come out weekly but is now only based online and is updated monthly, there is not cost view the online edition. The website features articles covering current news and events in music, tv, film and radio, the website also has its own shop with a section where viewers can find discount codes for any shop (eg. Topshop), they also have a competition section where you can enter to win various high priced items, such as a Victrola turntable.
The website doesn't focus on any particular part of the Uk, however previously the print edition was based in Southwark, London and targeted central/ north-west parts of London.
Although is different in terms of style, can still be considered competition.
Mojo is a British rock'n'roll music magazine, published monthly in the UK, based in London. Each edition varies in price, depending on which shop you purchase it from- however the price ranges from £5-£6. Similarly Mojo also has their own website which features a variety of different music articles, all previous editions of the magazine - dating back to 1993. Moreover the website also features a competition section where readers can win items such as festival tickets and music collector's items. As well as a competition section, they offer a variety of t-shirts in their online shop.
The website is free to visit, but also offers a subscription option which is available in print form, digital form only or both, and depending on which option you chose the price goes from £66 (digital only and print only) to £76 to be subscribed to both digital and print. This payment is a one off-payment and lasts 2 years ( current special offer expiring 18th march 2019).
Initial sketches:
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