Magazine Proposal

1. Magazine Proposal • Daniel Coffey

2. Genre • The genre or sub-genres I would like to cover in my magazine would be electronic music, not mainstream club music, but developing forms of the genre. (i.e chillwave, post-dubstep, lo-fi, witch house etc.) • The reason for choosing this genre would be because I particularly enjoy listening to it and I believe it is an emerging genre that is becoming increasingly relevant in youth culture and the music industry. Producers like SBTRKT have become increasingly popular because of his use of soul singers over the top of his loops and beats, which makes it more accessible to a wider audience. Popular artists such as James Blake and The XX have chillwave elements to their music; spaced out synth lines and steady bass with melodic yet minimalistic vocals. James Blake in an interview with NME mentions Four Tet and Mount Kimbie, producers who are very big in the game yet not many people will have heard of them. However this is evidence that they do have influence and are getting exposure to wider audiences.

3. Audience • My target audience would be people who see music as a big part of their lives, and also enjoy alternative genres.More specifically, in terms of age range, the audience would be sixthform students to university because the many sub-genres under electronic music would appeal more to young people whose idea of what they like is still changing as they explore more genres. They would also be more willing to look for artists as many producers are still very underground and websites like Soundcloud and Bandcamp would be the only way they get their music heard, apart from playing live. The idea of the magazine would be to inform people who already have an interest in this type of music but also to introduce people that like to explore more experimental music. I would also be trying to appeal to people who immerse themselves in the local music scene; people who go to see acts at local venues, local acts and are part of the night life in the area.

4. Name of the magazine • I have decided to call my magazine ‘Rewind’. • This gives two meanings in my opinion, that of the music genre and also rewinding the news of that week/month. • I also like it because it is one word; catchy and easy to remember

5. Ideal Magazine • I would like to use some of the elements in this issue of the NME and incorporate them in my magazine front cover. I like the bold colours used in the title and the placement of it in the centre making it more eye catching. I also like the general layout of the secondary stories, they are clear and easy to read, they don’t obstruct the view of anything either. I find the pastel coloured background very effective because it gets the balance right because it’s not too plain but at the same time not overly complex. I would like to incorporate the bold features of the NME into the more obscure ‘witch-house’ styled front cover of Crack magazine, a south-west based alternative music and fashion magazine. Using a mixture of a more artsy photo and the bold text to stand out I hope to produce an alternative hybrid.

6. Planned Content • Extras • Gig guide • Competitions • Free E.P • Exclusive Inteviews • Promotions at local venues • Features on the latest up and coming local artists • Mixes • Usual Content • Contents page • Cover story over 3-4 pages including double page spread • Features around 4 to 5 artists • 2-3 pages on each feature • 2-3 pages of pictures of artists split through the magazine

7. Unique Selling Point • What makes my magazine particularly stand is that there are a very minuscule amount of music magazines out there that would specifically cover sub genres. Making my music magazine quite specialised, in the way that it is tailored to fit the taste of an alternative crowd. It also serves as guide to people who have just discovered the genre, as many of the artists wouldn’t be easily accessible. However they would be publicised in this magazine through interviews, album reviews and even free E.Ps. Also being a South-West based magazine local acts would have a lot more exposure through the magazine, and also venues in the area would be advertised.

8. Readers Profile • The reader of the magazine would be aged 16-20 years of age either in sixthform or starting higher education. Has a part time job and likes to spend money on going to gigs and clothing. Tries to save money to attend the big annual festivals but struggles. Grew up listening to a large variety of music through exposure from parents and friends. Eventually decided to stay away from mainstream chart music and sought out more alternative bands in their free time, ending up listening to indie/math-rock bands like Foals who use a lot of synths. Eventually he or she goes to a festival and after seeing the bands they want to see for the day go to the dance tent and catch the SBTRKT set and end up really enjoying themselves. After seeing some Mount Kimbie and staying for the headliners 2manydjs, he realises that alternative dance and electronic music feels almost like progression from guitar based generic indie bands. Coming home he searches bandcamp and soundcloud and begins to discover more and more post-dubstep and chill wave acts that he likes.

9. Editorial Mission Statement • What my magazine sets out to do is to introduce young people to what is new and fresh in the scene before it gets old or worse; remains undiscovered. But at the same time keep readers up to date with tours and projects through interviews with existing artists who have already established themselves in the genre.