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.
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