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)

Learning outcome 1 (3): Be able to create a proposal with sample materials for an original media product to a client brief.

Learning outcome 2 (21): Be able to create a proposal and pitch for an original media product based on a given brief.

Title:

The reason I chose the title 'New Wave' is because it best highlights the aspects of my chosen genre, Grime, and fits the brief very well. The brief mentions that it wants a way to showcase a new and vibrant music scene, developing in North London. Stream-wise, Grime is one of the leading genres in the country, with artists who grew up in North London areas, such as Chip and Skepta, all topping the charts. 'New Wave' incorporates that feeling of new, whilst showing the area the true side of Grime, a 'New' way of showing this growing change in music. The reason I chose this font is because it's a modern typeface, just how Grime is a very new aspects of life. The name connotes the new form of music developing, not just in North London, but all over the UK.

Genre:

For my magazine, I have decided to focus on Grime. The reason for this is recently there has been a lot of controversy surrounding these two specific forms of music. Through my magazine, I hope to abolish the stereotypical negative view of Grime and showcase all the positivity it can have on the people involved, and the local community surrounding these young men and women. Another reason I chose to do my magazine on Grime is because it best fits into the calls from the brief. This is because the brief wants the magazine to be round a 'new' and up-and-coming music scene developing in North London'. Grime is the newest and arguable most popular (at this moment in time) music genre present in this area. So basing the magazine around this genre brings with it a big audience.

Purpose:

The purpose of my magazine is to cancel out the negative light that has been shone upon Grime music by different media platforms over the past couple of months, and show the North London community what this genre is really like. To do this, I will include stories of people who are involved in this industry, and how it changed there lives for the better, showing people that there is positives in these genres, just people need to be exposed to it to find out. 

My magazine has two purposes; to inform people on the true Grime, and to provide people with escapism, allowing them to forget about whatever is going on in their lives, and diverge into what they love and associate with. 

Genre:

The reason I chose to do my magazine on Grime is because it best fits into the calls from the brief. This is because the brief wants the magazine to be round a 'new' and up-and-coming music scene developing in North London'. Grime is the newest and arguable most popular (at this moment in time) music genre present in this area. So basing the magazine around this genre brings with it a big audience.  

Content:

People don't understand/hear about the benefits Grime can hold. The majority of the artists came from a troubled background and these genres allowed them to choose their own destiny and fate, leading them away from drugs and violence, and giving them money, homes, reputation, a life worth fighting for. These music genres I firmly believe could help so many troubled children, as they would be able to relate to them and see a little bit of themselves in the artists.

My magazine will include features such as exclusive offers to venues, exclusive interviews with the newest stars on the Grime scene, as well as weekly updates on new songs and competitions. 

Having exclusive interviews with unknown new artists will add exposure and enable them to gain attention and gain a following, helping them kick start their career, as well as fulfilling and exceeding their potential.

'Electric Ballroom' in Camden is an example of a place, which has benefited hugely with the recent growth of Grime, hosting many concerts, with some of the biggest artists booked to play there in the coming months, such as Chip, bringing his "Ten10" tour to North London February 2019.

Having exclusive competitions and offers will entice people to buy the magazine, as these types of opportunities will not be able to be found anywhere else. Furthermore, having exclusive offers to venues and concerts will create more hype around the venues, bringing them more money and exposure.

This will also give me a Unique Selling Point (USP) as these artist wont be known by everyone, so to gain information into the 'New Wave' of Grime, they will have to come to my magazine, to gain the new information.

Font Styles:

With my font, I straight away new the style I wanted for my magazine.  I wanted a font that would really stand out and separate itself. One that would scream that this magazine is a representation of a new style that is developing amongst us. That’s why I decided to go with the ‘Long Shot’ font. This font captures exactly what my magazine to be, showing and elegant and new style. This font will stand out, grabbing people’s attention as they walk past it, drawing them into to get a closer look. This will only be used for the masthead. For the main body copy I will use the 'Apple garamond light'. This is because it has an element of sophistication, showing how this magazine isn't aimed for people of a younger age. This is also the chosen font because it won't prevent my secondary audience from reading the article as its still got a feel of sophistication and seriousness, helping my message still be exposed to the group that I want it to. This font matches the brief because due to its simplicity, it allows people to easily read it and gain the necessary information about the new vibrant music scene. The brief says the magazine needs to help people "know about" the new "vibrant" music scene developing. Using this font allows the reader to really do this. 

Article Ideas:

An initial idea I had for an article would be an interview based around one artist. This idea fits in to both the calls of the brief and the ideas around my magazine as it fits into the 'developing music scene', as the artist would be an unknown, young, up-and-coming artist. It also fits into the ideas around my magazine, more specifically the secondary target audience. That is because the questions in the interview will give the reader an insight into the artists struggles and life he has lived, and how Grime has helped him make something of himself, destroying the negative stereotype around this genre.

Another idea was the dedicate an article al to the best music venues in North London; venues where  you can see this specific genre at. This will fully capture the full essence of what the North London music scene has to offer, exposing people to the local talent and options available to them, encouraging them to visit these places, to view these new AND old artists. This idea will link to both my main target audience and secondary. It will appeal to my main target audience because it allows them to see where the best places are to view there favourite artists, and it will appeal to the secondary audience because they will recognise the venues, from when they were younger. This idea fits the brief as well as it links to the 'vibrant' call, as these are places which bring about joy and happiness, 

Form:

The size of the magazine will be the conventional size of approximately 8 by 11. This is because anything bigger will cost more to publish, and as we are a company is just starting up, we won't have the financial capability to do this. To provide the reader with the best value for money, the magazine will be 64 pages. This will give me room to include all that I and the reader would want in the specific issue.

Mood Board:

The above mood board shows the type of artists, known and up-and-coming that are involved with the growing popularity off Grime. It also shows the most popular and best known venues related to North London and Grime.

Potential Competition:

In terms of direct competition, there are no North London specialised Grime magazines that are prominent in todays market, so this leaves a big gap in the market, which I hope to infiltrate and attack with my magazine. This leaves me in a good position as once this magazine is published, it will be the only one of its kind on the market, giving it a direct appeal to people who are looking for a magazine of this nature. However, there are prominent rap magazines, a genre which many would say is extremely similar to mine. These prominent magazines are XXl, HIP-HOP, VIBE. However, these magazines will not pose as a threat to my magazine as in the areas my magazine will be available, my chosen genre is much more popular than that of American Rap, the genre featured in the magazines previously stated. 

I will take some aspects from these magazines though, such as the layout and form, as I believe they best appeal to the target audience I am aiming at, as both target teenagers. 

Target Audience:





My primary target audience will be younger people, around the ages of 13-18. This is because anyone younger I believe is too young to be exposed to some of the lingo used in some songs in this genre. When you hit 13, normally its when you start to change and have to start making decisions for yourself.  and people older grew up on different styles of music to what we have now, so these genres won't appeal to them. People in this age gap grew up around this new from of music, so they will be the ones most likely to pick up a Grime based magazine.

My secondary audience would be people who don't understand or listen to this kind of music, people who grew up on a whole different genre on music, so would only listen to the negative viewpoint they see being reported. This is because they are the ones who most likely have only seen the negative aspects of Grime from different medium. I hope that after picking up my magazine and seeing what these different music genres have to offer, they will stop looking at these genres with such a negative view-point.  







Resources and Personnel:

Personnel required for 'New Wave'

For the most professional results and best looking magazine, the personnel I require is: 

• Model
• Photographer
• Photo editor
• Magazine content writer
• Magazine editor

So my magazine is produced in the most time and cost effective way, my magazine will offer different opportunities to local North London schools. An outreach programme, where kids will send in their articles about Grime. This will show the wider community the good Grime can have, and allow my magazine to gain a audience, before its been published. This will also allow my magazine to have a very realistic stance, as it would of been written by people who have knowledge on this genre, not just some random guy writing about something they have no idea on. This will cover the content writing section, giving me a fresh and cost/time effective articles each week.

The photographer will be a local friend, so I will know before hand the standard of their work, and will save me a lot of money, as it won't be anywhere near as expensive to hire a professional photographer.

The model would be a different, new artist each week, using the magazine as a type of self promotion. This will benefit me and the artists, as they will get their name out there, and will provide me with a USP, as no other magazine will have these future stars as the soul function of their magazine, as they will be to concerned about it not selling.

Marketing Methods:

For my magazine to have the proper effect I want it to, for the first issue I will provide 50 free copies, handing them out to people who don't necessarily listen to the genre, and those who have a negative perspective on the chosen genres. I will take it to places where this type of music is not very prominent, and hopefully give people a whole new perspective on the 'New Wave' of music. This will hopefully fulfil one of my main goals for this magazine, to abolish the negative light that is shone over Grime. I will also send out copies to different locations, where these genres are prominent, to ensure that the magazine sells as best as it can. This technique fits into the briefs requirements because it specifically states people 'need to know about it', "it" being the new music scene developing, which is Grime is centre of.  

Distribution Methods:

The brief calls for a "new online and print based magazine". So therefore my magazine will be available for online subscriptions and post subscriptions, as well as being available to purchase in some local venders and different venues where Grime is performed. This will ensure that the magazine reaches out to all, and fits in with the brief. The magazine will be released monthly, ensuring that there is fresh content in each issue. Each copy will cost £3.99, so it is still possible for the magazine to still make a profit. To ensure that more people buy the magazine, there will be different subscription fees. For an online and print copy of the magazine, it will cost £33, saving £15. For just online, £27 and for just print, £30. By having the price of the magazine at a lower cost than the majority of music magazines on the market, it again intertwines with the briefs explicit call for everyone to know about the music scene developing. The briefs call for an 'online and print based magazine' interlinks with an Implicit call for the magazine to be mainly aimed a millennial's. This is because typically it is the younger generation that are more active on the internet, so the fact that the brief is specifically asking for an online version, shows that they really want to make sure that the younger generation are exposed to this new magazine

Legal and Ethical issues:

Some legal issues I may face:

• Shooting on private land.
• Permission to use certain photos.
• Copyright problems.

Some ethical issues I may face are:

• Ensure nothing contains any hate, or racial propaganda
• Ensure all content is 100% truthful
• Ensure that personal information of those featured in the magazine are kept confidential and secret. 

Sketch:

Front cover:    

Double Page Spread: 

                                                                                                                                         

Learning Outcome 1 (U21): Be able to generate ideas for an original media product based on a client brief (P1, M1)

Learning Outcome 1 (21): Be able to generate ideas for an original media product based on a client brief 

Interpretation of the client brief and requirements:

I understand that I have been asked to make a front cover and double page spread of a music magazine that celebrates the vibrant music scene developing locally. I must also create a proposal and pitch it.
The requirements of the brief are very straight forward. The explicit tasks of the client, 'The London Magazine', are to create a new online and print based music magazine, based around the up-and-coming, 'vibrant' music scene located in North London. I will have to produce sample material, including the front cover and a double page spread to showcase the talent and venues in North London.

The main focus point for the magazine will be principally younger people. This is because in the brief it mentions a 'vibrant music scene' and asks for an 'online and print based magazine'. Typically it is the younger generation that are more active on the internet, so the fact that the brief is specifically asking for an online version, shows that they really want to make sure that the younger generation are exposed to this new magazine. 'Vibrant' shows what type of music scene it is, more 'rave' music than pop, music more associated with the youth. 'Developing' suggests it's a new thing, once again suggesting that it's the youth who are bringing this new scene to life. All this is the implicit information.




Initial ideas:

After reading the brief, straight away different ideas came to my head, based from my interpretation of the brief. Due the fact that the brief is very much so hinting that our products should be aimed more towards younger people, I feel that focusing more on newer, younger, more abstract artists will really appeal. This is because young people love to discover and start trends, and people love the unknown, so if I can include many new artists, then people, especially young, will want to purchase and read my magazine, to be one of the first, the 'trend setter'.

Obviously for my magazine to really sell, I would include more than just one topic! Another first idea for my magazine was Venues. Included in this section would be details about specific details; what makes them different, where they are, what type of music is performed there. Also each week will have a different specific article on certain genre of music, referring the readers to the best venues for this specific genre of music.


Idea 1


After reading the brief, straight away I knew the type of colour scheme I wanted my magazine to be. The magazines purpose is to advertise and expose the new, up-and-coming, vibrant music scene growing in North London, so appropriately my mind told me that the magazine needs a slick colour. The colours are not necessarily the brightest, but together they stand out. These are not colours chosen at random, they all connote Hip Hop and Grime, the two most popular music genre amongst young people in North London. These colours are significant of Grime as they are colours which are very prominent within the different branches of Grime; from the groups to the gangs.

The target audience for this idea would be people in there early-mid teens, most likely to be 13-22. As it is aimed at a younger audience, the magazine will not be very expensive, being priced at £1.50. The double page spread will include an interview with up-and-coming Grime artists in North London,  with a main photo of the artist themselves, to showcase the artist and the talent they hold.

The strengths of doing a Grime based magazine is that Grime is the in genre at this current time, everyone is listening to it or everyone has heard of it, so there sin doubt that the magazine will sell to eager grime lovers once published. Another strength is the lack of Grime based magazines on the market, meaning there will be no direct competition for my magazine. However, just as Grime came out of no where and took over the music scene, the same thing can happen with another genre, shifting Grime to the side, marking it the forgotten Genre. But it would take something very special to brake down the music empire Grime has built. Another weakness is Grime is a very looked-down-upon genre, so parents may stop there younger children from buying the magazine, making us lose customers, putting our position in jeopardy.

This idea relates to the brief because the colours signify a vibrant feel, linking into the briefs call for our magazine to relate to a "vibrant" music scene. The brief says that people need to know about the scene growing, so again these colour choices link into the brief as they are all very bold and stand out in the shelf, capturing peoples visions as they walk past the magazine, enticing them into coming in for a closer look.


Idea 2



Will be dedicated to the best music venues in North London, that you can see the specific music genre at. This will fully capture the full essence of what the North London music scene has to offer, exposing people to the local talent and options available to them, encouraging them to visit these places, to view these new AND old artists.

The target audience for this magazine will be people in late teens-early twenties and students. This is because they are the most likely to visit these venues, and fully enjoy them. As this magazine is aimed at an older target audience, you may think that it will be more expensive. However due to all the high living costs they already have to deal with, the magazine will best sell at a cheaper price, at £1. For my double page spread, I will choose one different venue each week, showing people what each venue is like, why to go there and what type of music is best to see there, reviewing it fully.

Strengths of this are it will appeal to people who are looking for a new adventure and new places to listen to there favourite genre of music, this magazine will be exactly what they are looking for. It could also appeal as it would provide people with information that they necessarily didn't have before. However, this could also go against us, as people will already know about these venues, so won't find it at all necessary to purchase this magazine as it won't offer them anything they don't already know. Another weakness of this idea is there are specialised websites and companies which go out and review these venues, so there is already a lot of options for people who are trying to find out a more about the venues.

This idea relates to the brief appropriately as it again links into the vibrant call from the brief. This is because music venues are notorious for being centres of appeal to people who want to have fun and a good time, whether that is to watch their favourite artist play or for a night out, thus making it a vibrant appeal to people. The venues that would be included will be places that are more prominently known for showing more modern, 'younger' artists, linking into the "developing music scene', which has synonyms of new. This idea however may cause me some problems as I may not be able to get access to the sites I need.



Idea 3:


The brief asks me to produce a magazine front cover and double page spread, with the purpose being to show people the current and future talent, prominent in the area. So my Idea 3 is a magazine based around showcasing the talent in North London, from artists who have already made it to those who are just breaking through, and need that little bit of exposure to allow there career to take of. The articles included in this idea would follow the lives of the specific artists, with interviews and Q&A with the artists about their latest songs, early life and more.

The target audience for this magazine would be completely dependent on which artists are featured in that specific issue. So for instance, if it was artists from Grime, it would be aimed at 13-18 whereas if it was artists from Jazz, then it would be aimed at 30-40 year. This magazine doesn't come across any financial barriers, so it would cost £2. The double page spread will include an interview with up-and-coming Grime artists in North London,  with a main photo of the artist themselves, to showcase the artist and the talent they hold.

Strengths of this is as the majority of the people featured in the magazine will be more unknown, it will give my magazine a very strong USP (unique selling point) and separate my magazine from other competition. Another strength is that it also includes artists that people will already know, so that will draw in existing fans straight away. A weakness of this Idea is as some of the artists are unknown, there is no guarantee that they will appeal to the majority, so people may not necessary enjoy the music they produce, meaning that all who bought issue 1 and wasn't happy with the music that was being showcased, won't want to come back and purchase issue 2. Another weakness is I may not be able to get consent from the artist to feature in my magazine, so that will mean I'll have to change the idea and perhaps the layout/style of the magazine, costing additional money and time.

This idea links to the brief as it fits in to the North London based theme. This is because the artist that would feature are all from the North London region, and would all be starting to become more prominent at the same time as the developing music scene.

Conclusion:

My final idea will incorporate aspects of all three ideas, however primarily it will focus on the genre of Grime music.
The main selling point of the magazine will be Grime, advertising the expansion, growth and takeover of this specific genre in North London, creating the new 'vibrant' music scene we see today. It will include specific articles on the venues in North London, showing people where they can view these new and existing artists, including known places to appeal to 'old-heads' in music terms, as well as new, maybe undiscovered venues, which are really starting to grow, along with the new wave of music. As well as a venue article, the brief also refers to showcasing the talent in the area, so therefore there will be a section titled 'The Hottest Artists Of The Week', appealing to people as it will give the reader a feeling of interaction, as they will find themselves predicting the list before it comes out as well as showcasing the existing and future talent present in North London.