Create a proposal and pitch for a media product (P1: U3, P2: U3, P2: U21, M1: U3)

Learning Outcome 1 (U3): Be able to create a proposal with sample materials for an original media product to a client brief.

Learning Outcome 2 (U21): Be able to create a proposal and pitch for an original media product based on a given brief

Purpose and Objective

I decided to call my magazine  "tuneee", it will be a magazine based on hip hop music with it talking about past, current and future performance within the north-London hip hop scene. The reason I chose to call "tuneee" as it refers to the good quality of music that hip hop brings, the reason I didn't call it tune is that it would not have stood out as well, and would of just blended in with all the other music magazine on the shelf. We believe that this magazine is here to put the Hip hop scene of predominantly North London, but eventually the whole of the capital on the map. Due to media being more easily accessible we fell that it's easier to connect with the home of hip hop, America. London is a global city on the cutting edge of the music industry, but something that is truly underappreciated is the hip hop artists that we are creating. The aim of the magazine is to become North London's biggest and best Hip hop magazine after around year of selling in retail. 

Genre and form

The magazine we are looking to create would be developed around the idea of the North London hip hop scene. With final plans of having an online version potentially split across all social media platforms, the hardcopy magazine would be the best place for all of the latest information and interviews in one place. While hip hop is seen as an American dominated music genre we want to highlight the best that's coming out of the UK scene and while we would like to potentially focus this on North London, we see plans of developing it across the capital and England. The printed magazine is an old form of media but is heavily respected around the world, while we are engaging in all concepts of current digital platforms supporting this printed outlet will be the main focus of the magazine.
The magazine will be priced at a 4 pound per edition, and the editions of the magazines will be released monthly with every 5th edition being a hybrid one between hip hop and other music genre magazine. Being priced at 4 pounds perdition will mean we will be relatively cheaper than other hip hop magazine.

Distribution

I will sell "tuneee"in many different stores across north London, in local corner stores all over north London. We will also look at the quality of the print as it might be worth looking into the art magazine industry and giving the product a more premium feel. By doing this and keeping the price the same, it would allow the 'every day" customer to feel that they are getting something special.

I will also distribute online by providing a website, this appeals to my target audience as they access online. It is also cost efficient and will hopefully spread the word of my magazine faster.

I will also have social media links because my target audience is young and they are highly active on social media platforms such as Snapchat and Instagram.

Target audience

- Our primary target audience is 14 - 24 this is because they are young and are likely to have disposable income. It will target both male and female, but slightly more male as there seem to be more male artists. It will primarily target young black males. Due to their young age (14) the language will not be too explicit.

On top of this due to the age of hip hop their parents are likely to influence their children to buy the magazine this leads me on nicely too.

- Our secondary target audience is the parents of the primary audience this is because they are likely to have an interest in hip hop and when seeing there children reading these magazines will buy one for them selves. It will target both male and female, aged 37-45.




Marketing and Advertisement

I will advertise the magazine through many different ways, one of them being social media as our target audience is very active on social media at this age. we will also hand leaflets and posters out around north London such as cafes, buses and tubes stations. This will allow us to get our product directly into the hands of out target audience. This will help us as it will then spread through word of mouth especially. One thing that supports the hip hop world is fashion, we would utilize this by making some form of statement at the London fashion week events, this is directly connecting with our sponsorship, adverting partners and already starts to play the magazine on a global level. We also feel hitting the demographic at sports events like the five aside youth tournaments held around North London would be a great way to start build the next layer of readership. We want this magazine to be supported for years to come and engaging with the next generation from the beginning. We would ideally be one of our ethos we would carry as part of the brand. Magazines and print are going through a hardship currently, we are aware of that but don't want to fall to the fate of having to close as we cannot afford to keep going. We need to create a special connection with our North London routes, especially as we have a younger target market who have grown up with the internet, and where magazine haven't been that big of influence on there life. This is why will we try our best to advertise and market our magazine through social media platforms such as snapchat and Instagram. Using directed marketing with YouTube channels such as SBTV will allow us to create a partnership with a new way of connecting and advertising the brand.

Content 

In our magazine will make sure we have the best content possible, our content will include different features such as reviews of shows, special features from key and popular artists, I will also have interviews with some of these artists and have a special edition based on these artists. On top of this I will also have different columns that I will publish regularly with every issue of the magazine.

Articles ideas:

1)     One possible article could be about the backstory and life of a specific artist growing up and how he or she got involved into Hip hop and how much of an important component it is, in his or her life as well as what it means to them. I would try to link it to the target audience by getting the artist to be of a similar age to them and ethnicity

2)     Another possible idea I could talk about in an article would be to about different events and festivals the genre of music is.  I could possibly talk about festivals such as reading and wireless but I will try to stick the brief and make sure that they are in the London area to make sure it links to the target audience.

3)     Another idea is that I could talk about in an article could be following the new albums and songs that are coming out. This will allow the audience to connect more with the genre of music more and allow them to see exactly what new songs are coming out meaning they are more likely to allow Hip hop and which means it will increase the chance of repeat purchase.

Competition

Two of my competitors are Hip hop weekly as well as XXL, theses magazines is well established Hip hop magazines. My magazine will better these magazines on many different aspects, for example, my magazine will be easier for people who aren’t fully already into Hip hop to get involved with we will do this by making sure our front covers are more child friendly than there’s to allow parents to let their children buy these covers. When comparing us to are other competitors “hip hop weekly” we will make sure that our layout will be very similar to theirs in the sense of layout, fonts and colours by assimilating with a well know brand it will allow us to settle into the market better and will give the façade we are a well-established brand. The way we will better ourselves against these competitors is by making sure that we offer all sought of deal, ranging from one-off buy for a magazine too a yearly subscription.

Old and new media 

Media has changed massively in the last 100 years but that's nothing compared to the last 10 years with the introduction of social media and the continuing growth of the internet. The first main stream media was obviously the tabloids that allowed people to gain knowledge of local stories and national events. while online media and social media have taken over now we still rely on many different types of old form media. 


The most challenging thing i found when creating the idea of "tuune' is that we needed to find away to advertise a new magazine in a already saturated market 




SWOT

strengths - I have many strengths in terms of the magazines for example the colour scheme i chose of red and black in very popular in terms of this genre which makes it fit into the market very well

weaknesses -  the price of my magazine is very high compare to most magazines , however at the same time it fits into the market with the other magazines , however as a new and up coming magazine it may be priced slightly over what we should to gain new customers .

opportunities - one opportunity there is for our magazine is that there aren't that many hip hop magazines out there which means that we can capture the market very well and capitalise on this as well.

ontop of this again for our target audience there aren't many magazines out there which means that we can take the market very quickly

threats - one threat is that our target audience is that the target audience we have chosen is not that economically  developed which means they may run out of money and disposable income which means they won't be able buy the magazine on a regular basis

Colour scheme

After looking at my market research there were several options that gave us a clear and recognisable colour scheme. I personally chose to go with red and black as this will give our brand the identity we are looking to create. While red and black have been used many times in the past we wanted to use it so we aligned with historical magazines such as... although this could make us slightly camouflaged on the market we feel with the exclusive partnerships and content we're looking to create this would give the magazine a professional aspect from day one.

I chose to go with the colour scheme of a red and black to begin with, this is because it will aline our selfs with the rest of the market and allow us to fit it, it will give us the thought that we have been around for years there by giving the customers trust in us 
The reason I want to be alined in the market is they it creates the feel we area established brand and customers will there for trust us more, with more trust will increase the chance of them buying the magazine.




Price

Our market research showed us that a price of around £4 would be the most suitable for our demographic. We don't want to create something that feels cheap and under market value but also we want to keep our buyers costs down. We could even look at the possibility of running the magazine at £3 to start as this allows us to build our fan base with a new magazine that's slightly cheaper then the market. Within a 12 month time period we would look to inflating the product price to reach market average. The market average is priced at around  £4.50, for example one of our competitors "Q" magazine has a subscription at 54 pounds a year which works out to be £4,50 per edition per month, pricing our magazine lower than there's will benefit us in gaining a customer fan base. Once we have generated a customer fan base we can that look at raising the prices.

https://www.qthemusic.com/




Personnel & Resources

We are going to need to have a team to help us make us make this magazine.

photographer - a photographer is very important as normally when a potential customer is looking at a magazine they are drawn to the photos this is exactly why we need good quality photos

writer - a good writer is again important as we need to make sure the content that we produce has a high quality and is interesting

editor -  a editor is important as he or she will make sure we eliminate mistakes

models - models need to fit the theme of the magazine 

Computer - A computer is where I will be able to write up all of the body copy for my magazine double page. I will also be able to store all the relevant media and information to help me build the magazine.

Photoshop - This will be the most important tool for me as I will use photoshop to build the front cover and its layout. I will also use photoshop to layout my double page spread and edit my photos.

Camera - The camera is how I will take the photos, I will have to look at the settings and how to take the photos.

Tripod -  How I will stabilise the camera. I need to make sure the tripod is set up properly.

Printer - When I have finished the double page spread and front cover, I will do test prints to make sure the quality is up to the highest standard.

For the purposes of the first edition I will be carrying out all of the personnel tasks.

Moodboard

This is my moodpboard, I made this because i was trying to show to the client the themes i aim to use and how it relates to hip hop.

mood board explanation 

•  street art themed 
• black and red theme 
• London 
• male black rappers 
• hip hop fashion

I created this mood board as I wanted to show my client a visualisation of the overall feel of the magazine. Magazines have a tendency to create the same sort of media and we want to show that we will be moving away from that by including other areas that are not directly connected to hip-hop, but do have similar connections such as Street art, London events, connections to black rappers in London and fashion. 

Street art - I used street art in my mood board to show how bigger part graffiti and street art is when it comes to hip hop and how engraved in the hip hop culture it is. we can see that street art has a place in hip hop though hip hop music videos. 

Colour theme  - I sued the colour theme of red and black in my mood board as it gives us a feel for what my magazine will look like , as I want it to be allied with the already existing market. 

London - thought-out my mood board I have used London icons such as tube stations , this underlines how my magazine is going to be focused on London and more specifically north London. 

Male black rappers  -  I have used many images of male black hip hop artists as this shows the historical connections to my music genre 

fashion - As many of our musicians/rappers have come from harder times in the past they like to show off through the use of fashion. I think it's important to be a trend setter with the fashion in the magazine . 

Crime - unfortunately the genre of hip hop can be associated with crime, We would want to use or platform to help challenge gun and knife crime. That's why I have included it in my mood board. 


font styles

headings - I chose to go with the font "bad cab"for my title headings this is because it is very similar to other magazines out there however it is has its own style there by making it fit in and stand out at the same time. "bad cab" has a sort of graffiti feel to it and this is what hip hop is associated with so it fits perfectly

body- for the main body copy of my text that i will use through out my magazine i will use the font "ariel' this is because it is a very clear font and will allow the customer to see the information we are presenting easily and this something you don't want to mess around with . as we don't want to make it a "chore' to read our magazine .

So at first I had the thought of using type of font however I felt it was abit too feminine for the theme I was trying to express as my target audience is young males and this didn't fit the brand I was trying to create.

I than decided to go with a bolder font to make it more dominating as this would help connect to that male audience felt that this font did not portray the urban theme of hip hop. We were going to be looking at topics like streetwear and designer clothing I felt that this font didn't add much in the sense of brand wealth. 

I chose the font Badcab as I felt that it connected with our male audience because it was bold and dominating and had the urban feel that we are trying to create. Also, if it was to be coloured gold or another luxury colour it would give the feeling of that higher brand wealth when reporting about more luxury items such as cars, clothing and jewelry.




Sketch layouts 

Explanation of sketched layouts 

Front cover 
I decided to put the artists face as a shot of a close up on the front cover as this is usually the normality when it comes to Hip hop magazines and music magazines in general and therefor it will fit in,  in the surrounding market and will look like an established magazine.
I put the artist name in big, bold and capital letters to make sure it stands out and shows the audience who exactly the main feature of this magazine will be about.

Double page spread 
I decided to have most of the first A4 page with a long shot of the artist, with a stand-alone quote protruding from his mouth, this will allow the audience to be naturally drawn to look at the quote and underlines the importance of the quote.