ALT The Alternative Music Magazine

By Natasha Boddy

DESIGN BRIEF: To create a new music magazine that is

designed to a specified audience.

ALT Magazine

ALT Magazine

So again I incorporated a puff to increase the value of my magazine and adds to the appeal of my magazine. My masthead implies ALT is ‘the’ music mag, separating it out from the rest as being the best.

My masthead implies ALT is ‘the’ music mag, separating it out from the rest as being the best.

Q’s puff inflicts superiority on the magazine by stating it’s incomparable to other music magazines worldwide. This is a clever way of adding to the attractiveness of your magazine.

The reason why the colour scheme is effective is because the white contrasts against the red, proceeding the text to the front of the image, making it legible.

Convention: MastheadAfter conducting my competitor research I had a greater understanding of what makes a conventional masthead. Gathering my inspiration from Q magazine here is how I embodied a conventional masthead.

The choice of colours is important. Q have used the classic colour scheme of contrasting colours that make the masthead effectively stand out to the reader.

This demonstrates how I used my inspiration from Q and used the red, white and black colour scheme as I too wanted to create this conventional eye catching feature.

Convention: Cover line

Q have effectively used up negative space by slanting the cover line and having it overlap the masthead.

As I faced the same negative space problem due to the nature of my design, I too slanted my cover line and ran along the top end of the page.

This could be seen unconventional, therefore I have challenged the convention however, practically I feel it was justifiable and still works effectively and introduces the reader to the artist.

It was apparent that a cover line was needed for any conventional magazine and the positioning of which generally ran along the bottom end of the cover. However ….

Convention: Plugs

However, I did find a general trend regarding their alignment. They either were formatted ‘flush left’ or ‘flush right’.

Flushed left Flushed right

Flushed right

Yet….

What I learnt from my competitor research was each magazine has their own unique style and therefore way displaying there plugs.

Convention: Plugs

I challenged the convention like Q, and evenly distributed my plugs horizontally across the page.

The slanted element compliments the distorted cover line and therefore creates a sense of consistency making for a professional finish on my magazine.

I decided to use the same colour of silver here because it’s associated with value and worth, therefore enhancing the importance I wished to place on these articles.

Convention: Feature Photo

The mid shot allows you to see an efficient amount of the band without leading to incorrect assumptions.

The close proximity of the band connotes a friendly and positive suggestion making them likeable. Their approachability you then feel towards them makes the band more appealing.

The band member is leading into the camera to establish eye contact without being intimidating despite the loud connotations associated with him yelling into a megaphone. This convention is a effective way of grabbing the attention from your reader and enticing them in further.

The Feature article photograph overlaps the masthead, allowing the photograph to become the domineering feature, throwing further emphasis on its importance.

Here are some of the conventions from real media products that inspired my own work.

Convention: Feature Photo

I decided to use a mid shot (similar to NME and Q) because it creates a sense of intimacy between the audience and the band unlike a long shot, where you feel very distant. It also has a quality to be able to engage the reader without being to forceful as a close-up photograph would connote.

This is how I put those conventions into use.

I wanted to ensure a close proximity between each band member (as seen on Q’s cover) to connote the unison and harmony of the band which automatically makes them more endearing and approachable. I wanted these types of connotation because I aimed to portray them as three everyday lads that can be seen as a aspirational figure for the ordinary person. Therefore leading my magazine to became a bridge between the ‘famous’ and the everyday people.

I liked how the lead singer on Kerrang’s front cover was leaning into the shot as I found it drew me in. As I too wanted to achieve this sensation on my audience, I had the boys lean into the shot. The impression that they appear to jump out of the page demands the audience’s eye and the intenseness creating through the strong eye contact, makes the reader feel as though the band is engaging with them personally, therefore having a greater effect on the audience.

I too overlapped my masthead with my photograph because practically it allowed me centralise the rest of the image, throwing emphasis on it and making it a more focalised feature on my cover.

Convention: Running headA running head is a conventional feature to a feature article that embodies the magazine’s house style and provides a brief introduction to the type of article.

Q’s running head follows through with this classic colour scheme that connotes that the article is going to be a classic and typical article you’d expect from Q.

It is also quite large in relation to Kerrang’sand dominants a fair area of the page. However this is Q’s way of emphasising the importance of this article by justifying it we a efficient overall introduction. This particular language emphasising the worth of the article further.

Kerrang’s is more subdued as it is over lapped by the photograph yet it still understandable that this article will be knowledgeable (’news’) to the reader. This makes the article more appealing to read.

Convention: Running head

Furthermore we can see how Kerrang’s running head matches the contents page title creating a house style that runs consistently throughout the magazine that represents both the magazine and the audience.

Black and white colours, cognitive for the gothic style music and audience.

The warn out effect compliments the loud and shattered connotations associated with the masthead.

Here we are presented with similarities that contribute to a strong sense of house style. Such as the tail flick and the use of the same fonts.

Convention: Running headWhen I came to make my running head I tried to make it as conventional as possible.

Used the same colour scheme: red, white and black that is present throughout my magazine to maintain my house style (as Kerrang and Q did).

I incorporated my masthead to enhance my house style like Q:

It informs the reader of who the article is about.

Yet….

Convention: Running headI challenged the

convention as this does not mirror

this.

My original design was more conventional in the sense it was aesthetically more consistent with my house style for ALT magazine.

However, I felt use of red on both the running head and the insert didn’t look visually appealing on the page as it looked as they look too similar.

Therefore the reason I challenged the convention was based purely on a creative decision. I felt the finally product was overall more aesthetically pleasing.

I tried to maintain my house style by keeping the classic colour scheme, just inverted the colours. I also included the masthead so the reader will clearly identify the article with ALT magazine.

Convention: headline

The classic black font is extremely eye catching as the boldness of the colour makes it the most prominent text on the page.

Despite it’s size in relation to the running head it’s still the first thing that your eye get drawn to due to the nature of the colour.

The visual aspect of the headline is just as important as the content. An effective headline should catch the eye of the reader as it’s the first introduction to the article. I feel Q achieves this.

I too wanted to achieve this effect, therefore I used a black, bold font that contrasted the colour in the picture . To add further emphasis to the headline and highlight the play on the words (Laika), I italicised this part.

Overall I feel I have achieved an effective headline. Despite the fairly small font, the domineering quality black font has demands the readers attention.

Convention: Drop CapA drop cap is an extremely conventional feature for an article of this type of media, this was made apparent to me during my competitor research.

Predominately a drop cap is simply a letter that is formatted to a larger size than the main body of text, that can be filled in a different colour that indents the beginning of the text (i.e. Kerrang)

However due to the fact Q and ALT have similar house styles and a comparable demographic, I used Q’s drop cap as inspiration for my own.

NME Kerrang

QALT

I have devised a effective convention because it efficiently indents the main body of text and embodies characteristic that add the my overall house style.

i.e. Same colours: red and

white Aesthetically similar to

masthead

Convention: Page References

Q used bold black numbering for the page references that contrast the white/cream backgrounds making a prominent feature on the contents page that the readers eyes are drawn to.

I took a similar approach and made the page numbers the largest font. This was to allow a reader fast and efficient navigation through my magazine.

Convention: Column structureDuring my competitor research process, the organised element created through grids and columns of the contents page was brought to my attention.

Q have made good use of this convention and have created invisible columns of information that promotes positive connotations of a well organised serious magazine.

However simply by slanting this image and positioning the copped out image running off the page, relaxes the convention and connotes a more sensualistic tone.

NME has a highly functional contents page and is assembled and divided up using a visually lines that make up a grid. It also focuses more on the visual aspect to advertise the articles as the page is predominately covered in images.

Convention: Column structureI took my inspiration from both Q and NME as I wanted to follow through with this strong sense of organisation and structure, yet portray a nous of quirkiness. I achieved this by….

Using thick lines/boards (like NME) that group certain articles with one another i.e. these articles are separated from the ‘extra’ section that is present on each addition of the magazine. This creates a organised impression to the reader.

But also incorporating a cut out image (similar to Q), that would have originally chaotic connotations because of the way it runs into the text and over the bottom of the page, defining the rules of the columns. However, once establish within the entire page, the reader realises it’s simply a quirky approach. ALT’s audience would appreciate this because they’ll relate with ALT challenging the use of columns conventions the with the way they attempt to challenge the

‘norm’ in everyday life.

ClassI attempted to represent those individuals in society that are not quite working class but are regarded as original and ambitious figures, who turn to creative outlets in life rather than working a stereotypical, mundane 9-5 job.

Here the clothing reflects those aspiring individuals in society as it’s something they themselves would find fashionable. The buttoned up shirt with the white spotted pattern is a typical example. The shirt connotes a level of sophistication that these people appreciate, as they don’t regard themselves and low brow figure of society, just alternative. However the pattern suggests they wish to be taken less seriously as they are creative, arty and furthermore ‘indie’.

Age I have represent the youthful age in music, by my photographs having artists in their late teens to mid 20’s in them.

I have challenged some conventional aspects associated with the youth of this generation as there is no hoodie or jogging bottoms in sight.

Looking at the photograph of Abby in particular, it’s cognitive that despite her age she is serious about her music. This is communicated through strong, thoughtful facial expression.

Nevertheless, I’m not connoting that all the young artists that feature in my magazine are aspiring serious businessmen. This is demonstrated in the photograph of Died In Orbit. They’re leaning back, with their hands in their pockets connoting they are laid back. Further connotations from the member in mid laugh represents how being young they’re enjoying life and up for a laugh.

GenderI have represented both genders throughout my magazine in order to reflect my entire demographic consisting of both males and females.

I have represented males as carefree, up for a laugh, light-heart, and most importantly not intimidating type of people. I’ve achieved this by the bands physical posture. Their relax stances and smiling facial expressions allows males to be seen as light-heart, relatable and approachable. The band become identifiable to the audience and the fact ‘that they could be one of your friends’ makes them aspirational to the audience as it suggests that if they’ve made it, then why can’t they?

I have represent the female demographic positively, connoting that they are strong and aspirational figures. The image of Abby embodies and exudes these qualities. She is not just the only solo artist represented, (that conveys independence which is seen as a aspirational quality) but the image of her has been cut away from the background which conveys a sense of dominance that connotes power. In further analysis of this, along with her basic clothing and beany hat challenges a conventional stereotypical female that cares more about her appearance. Here we are presented with a statement saying she as a music artist cares of nothing but her music. This is a fresh open interpretation of a female that my audience would find more relevant and aspirational .

International Publishing Company

They produce over 60 iconic media brands.

Print copies alone reach approximately 26 million adults in the UK

IPC distribute their magazines in various places such as shops, online supermarkets, online websites.

IPC have a large portfolio and sell over 350 million copies every year.

Their worldwide distribution is fairly big, with approximately 90 countries and a team of international specialises at their disposal.

What music magazine’s do they

already publish?

IPC is not known for publishing music magazine however it does publish one in particular that is very successful in the media business….

It has been said that NME is one of the longest and most respective music weekly in the world.

So Why IPC?IPC have excellent publicity and efficient resources that can support and nurture the integrity of my media product. Deciding with IPC as ALT’s publisher, there is a chance for worldwide distribution which could lead to more copies being sold and evidently making ALT magazine more successful.

IPC might wish to publish ALT magazine because they achieve such a success with NME and they are looking to extending their market.

One could argue that due to the similarities such as music genre between NME and ALT, IPC would be knowledgeable at marketing my product. Perhaps across different media such as apps and online contents to reflex the trend of the younger generation downloading content onto their portable devises

Genre and Target AudienceWhat is my music genre for my magazine?

Indie/Alternative

Who is my target audience?

My target audience was predominately male orientated, stretching from the ages of 15-30. However, I didn’t single out the female demographic because I wanted my magazine to appeal to all those who are interested in Indie style music and who go against the ‘normal’ or popular fashion and style.

I constructed a questionnaire to help me determine just who my audience were.

Getting To Know My Audience

These results reflect how my audience favour with Q’s and dislike being bombarded with information at first glance (on front cover) but expect just enough to entice them and make it worth their while to read the magazine, connoting how they take music seriously.

Here the majority’s favour conveyed to me how they regard themselves as a collective of sophisticated readers that avoid bright colours (i.e. blue) that have a childish appeal and appreciate quality. the colour yellow (and gold colours) is regarded as a sophisticated colour that connotes wealth and treasures which leads me to associate my audience as being refined characters that have ‘good taste’.

Getting To Know My Audience

The majority demonstrated here how they appreciate the classic and formal approach, as they decided on a conventional newspaper print style font that has serious, newsworthy connotations that is seen in other media products. However they don’t favour the obvious or ‘mainstream’ choice of ‘Times New Roman’ but ‘Cambria (Headings)’ therefore achieving their ‘alternative’ status yet following a media convention.

This informs me that my audience appreciate when things work and instead of discarding a idea because it’s too ‘mainstream’, they adjust it, adding a quirky touch that still separates them from the ordinary person.

Getting To Know My Audience

Despite the fact they have already clarified themselves as a sophisticated audience, I was originally surprised to see how they prefer visual images over masses amounts of text. However, at further thought, ‘2/3 pictures, 1/3 pictures’ is cognitive for how independent my audience are. This suggests they are free minded a enjoy the ability to deceiver their own interpretation and understanding which I feel images encourage in relation to text.

These result clearly demonstrate that my audience like to feel engaged with and not just spoken to. I already know how passionate they are about music, this therefore highlights that just don’t want to read about music, they want to feel involved. Perhaps they feel ridiculed and uncomfortable with a serious mode of address and formalities because of the condescending impression it connotes.

My Audience

After researching deeper into how my target audience I can clarify my original synopsis successfully outlines my demographic. My audience does consist of both male and females, ranging from 15-30 years old that like alternative music. However, I now know that they’re open minded characters that like to feel that they have some control in situations along with being passionate people that find their genre of music aspirational. A typical ALT reader may live in the up and coming parts of London that live a fairly busy life, nonetheless make the time to appreciate things that matter to them. This is key for my audience, they are alternative and challenge the norm and do what’s right for them not what is conformed by the majority. Many will probably have creative outlets and jobs, some in the music industry itself.

How did I attract my audience?

1. A recognisable branded logo masthead

2. A puff advertising a ‘special’ article

3. A feature article photograph of three young lads

4. A array of plugs informing the reader of additional content.

How did I attract my audience?

The moulding of the individual lettering creates one branded image that separates my magazine from others. This allows my audience to go into a shop and be able to recognise ALT magazine amongst the others, even from a distance.

The masthead is a classic statement of red, white and black which are the colours my audience find appealing.

The colours contrast each other wonderfully, making it a prominent feature that demand the attention from the reader. It’s important to catch the readers eye so then it increases the possibility of them going onto reader the rest of the magazine.

The language itself ‘ALT’ has alternative connotations that would be appealing to those with a self-image of being alternative, thus appealing my audience.

How did I attract my audience?The word ‘Special’ has connotations of something unusual, extra ordinary and something that exceeds the norm. Here I was suggesting to my audience that if they go on to read my magazine, they would be reading other worldly material that couldn’t possibly be seen as a waste of their time. Therefore this puff creates intrigue, strengthen the attention from my reader and compels them to read more.

I emphasised this further by adding the yellow lines that echo the burst of light that we associate with stardom and success.

The way the rays of light intertwine with the plug/puff connotes that ‘Died In Orbit’ are successful and the article is a valued read. This makes the article attractive to the audience so they are more likely to read the magazine.

How did I attract my audience?The close proximity of the photo connotes a sense of harmony and unison between the band member, further connoting their friendship, portraying them as three average lads that work together to make music.

The way they are leaning into the camera establishes eye contact with the reader in an unintimidating manner. This portrays the band as approachable and friendly because the reader is brought to their level. This leads to an intimate connection between the reader and the lads as the audience can relate to their ordinariness, as though they could be one of their friends.

The fact that they are relatable makes them approachable and aspirational. My audience will be drawn to my feature article photograph, furthermore my magazine for this very reason.

How did I attract my audience?Their quizzical facial expressions accommodated with leaning into the camera, inverts the sensation of curiosity that conventionally a reader would feel. This quirkiness generates more intrigue, henceforth increasing the appeal of the feature article photograph and the overall magazine.

The band’s clothing have further quirky connotations that would appeal to my audience i.e. Sam (left) is dressed in an ironic batman shirt that my audience would find endearing. This is because dressing ironically appeals to alternative groups as it allows them mock mainstream views.

How did I attract my audience?

These bands that are present on the front page as plugs are bands in which my audience like. Therefore to see that ALT has articles about them would make the magazine appealing to my audience.

The silver colour has connotations of worth and value as it’s usually associated with things such as jewellery. So the decision to use silver here was so the reader would identify the plugs (the articles) as good quality, forth their while reads that therefore entices them and henceforth making the overall magazine appealing to them.

How did I attract my audience?

I made ALT appealing to its demographic by using multiple images on the contents page that embodies all the qualities of which alternative people (i.e. my audience) appropriate about music. Looking particularly at these photographs:

How did I attract my audience?

This band photograph connotes a carefree and laid back approach to music by their casual clothing and their position within the shot.

Despite this band member has his arms crossed that usually has serious connotations that can even been seen as intimidating, actually connotes their carefree and relaxed approach to their music. This is because they are not making eye contact with the camera, therefore not intimidating the reader but the rest of the members follow suit with this connotations.

i.e. this member is slightly slumped with his hand over his mouth laughing which has further connotations of their fun side.

My audience would find these connotations aspirational and enticing that makes this band and furthermore, ALT magazine attractive to them.

How did I attract my audience?

This photograph reflects the main thing that alternative people appreciate about music. They relish in the ability for bands to not only play their own instruments but be able to play live. Here this action shot demonstrates this band doing both these things.

Not only is are they playing instruments but what could be refereed to as ‘alternative’ instruments i.e. the double base.

Therefore the composition of this photograph represents alternative music that my audience would appreciate and therefore want to read about.

How did I attract my audience?

I have provided my reader with a range of good quality articles containing numerous calibre artist that my audience would want to reader about.

I have also included multiple images throughout the magazine, including the contents page as my audience themselves notified that they like images via my audience survey.

The reason my audience like visuals is because photographs and pictures give them some kind of creative control. It is already established that they are creative individuals and images have more open interpretations that allow them to play on their creativity. So despite my intentional connotations associated with my photographs, the reader is free to think for themselves and isn’t undermined and therefore turned off by the magazine.

How did I attract my audience?I have attracted my audience by using a catchy, play on words headline that introduces the audience into an article that they would enjoy to reader (based on my survey results).

I have also included an insert, providing the audience with trivial knowledge of the about the band. This is appealing because the reader would read it and establish a more intimate relationship with the band.

I ensured the double page spread to be highly visual in order to appeal to my audience who may feel intimidated by large quantities of text. I did this by using multiple images and an insert and pull-out quote to break up the sections of texts.

I addressed my audience by using a combination of sophisticated language with the appropriate integration of quirky colloquialism.

How did I address my audience?

Here is an example of my use of quirky colloquialism: “grab a cup” that addresses my audience’s alternative nature and interpretation

My audience like to feel intellectually stimulated by reading sophisticated material however not overwhelmed by the refined language could be seen as patronising.

They expressed to me directly that they prefer to be communicated to in a less informal approach.

Why did I use this mode of address?

Making the Masthead

Using the colour pad, I selected the appropriate colour.

Then select the rectangle tool and contract a rectangle shape on a plain document.

Making the Masthead

Next, I selected the textbox tool that allowed me to add next to the masthead.

Using the toolbar, I edited the size/font and colour of the text.

Making the Masthead

I created four separate text boxes: Why? The individual

text boxes allowed me to manipulate the positioning of the text to create the brand-like image:

rather than this:

Adding a shadow to text

Select the text and right click, then select: Edit Layer Style

This window will then open.

I added a ‘Drop Shadow’ effect and I adjusted the distance to ‘6’ to achieve this finish.

I wanted to add an effect to this particular text to visually make it stand out more so more emphasis it draw to this particular plug.

I feel the depth that is created by the shadowing effectively makes the font standout, therefore achieving my purpose.

Cutting the feature photograph I needed to cut this image so I could manipulate its positioning on the front cover.

I started by opening the image into Photoshop. I filled the background in temporarily so I had a better judgement at what I was cutting.

Then using the magic wand tool, I select an area I wished to delete.

These dotted line represents the board of which content will be deleted.

Cutting the feature photograph

Here you can see which areas have been cut away and which haven’t.

Continuing to use the magic wand tool, I proceeded remove other parts of the background.

By adjusting the tolerance meant I could cut around smaller areas of background neatly.

Cutting the feature photograph

For greater detail of cutting, I then used the eraser tool to rub or ‘smooth out’ the hard edges.

Finally, once I had finished cutting out the image I need to reposition it so it laid in front of the masthead in order to centralise the image.

I did this by moving the image layer above the masthead on the layer window

The layers that make up the masthead.

Adjusting the feature photograph

I felt the lighting of the photo was too light which creates a wash-out effect. Nevertheless it’s doesn’t have the desired, standout effect that I wanted in order to attract my audience.

Therefore I adjusted the brightness and contrast of the image using Photoshop facilities

Adjusting the feature photograph

Once this window opened, I adjusted the scale bars which allowed me to manipulate the visual appearance of the image.

I feel that now I have adjusted the brightness and contrast of the image, (the on the right) is more vibrant, eye catching and aesthetically pleasing. Therefore it’s now more effective in the sense it attracts the reader more efficiently than the original image (left).

This became this

Adding a glow to text

I needed to add an effect to the text here because I feel my original design (image on left) looked too messy as the oval shape contrasted the rectangle shape contain text. However, the text became illegible without the shape (the image on right).

Adding a glow to text

By editing the layer style, this option window allowed me to add various effect but I went with a glow.

I selected the colour white as it contrast against the colour of the text (black) and the colours in the photograph.

Using the scrolling bar, I was able to adjust the size and opacity.

Adding a glow to text

In comparison to the image above, the added glow made the area of text that overlaps the photograph legible and standout.

Creating a drop capWhy did I bother creating a drop cap in the first place? Because they’re a conventional feature to a double page spread used to indent the beginning text.

Usually a drop cap is just a letter

However I wanted my drop cap to reflex my masthead and therefore contribute to the house stlye.

This involved me constructing a square, filled in red (the same as the masthead) using the rectangle tool.

I then draw out the shape.

Creating a drop cap

I then had to add the letter that is the first letter to appear on my article (O). I did this by using the text box tool.

Here is the tool bar that demonstrates the formatting of the text ‘O’.

By ensuring that the text (letter O) layer is ‘above’ the square shape (shape 10), I achieved this my drop cap.

What have I learned?I have learned the importance of continuity and creating a sense of house style within this media product. I learnt this through conducting competitor research.

The inconsistent use of colours on my school magazine makes for an unprofessional finish.

Whereas the constant colour scheme of red, white and black that is present on my front cover, contents page and double spread, not only has ‘classic’ connotations that my audience specifically find appealing but it also contributes to my overall house style.

What have I learned?By using Photoshop (i.e. the magic wand tool) I learnt to cut out a photographic image from its (unnecessary) background in order to manipulate the positioning of the image on the page in relation to other features such as the mast head.

On my school magazine, the masthead overlaps James’ head and is not positioned in an appropriate place on the cover.

However after my research I know it’s conventional to either have the masthead in the top left hand corner or spread across the entire width of the page (depending on the size). I also have positioned the image in front of the masthead head, achieving an overall professional finish.

Masthead is not in line with the top of the page (unconventional).

What have I learned?I have learnt that deciding on the colour of the fonts is highly important. The text (i.e. plugs) cant just be legible, it needs to act as eye catching feature on the cover in order to draw the attention of the reader.

The plugs are drab and plain and are no means eye catching. The legibility of my plugs on my school magazine is poor as the black font does not contrast effectively against the dark background and all the colours in his shirt. Therefore my school magazine is of poor quality and is unconventional.

Whereas, on my music magazine I used bold, contrasting colours, large font and I even added a shadow effect to the text so instantly the plugs became an appealing feature of the front cover.

What have I learned?After conducting my competitor research, it became apparent that my prior contents page was unconventional and menu like.

Contents pages conventionally make use of a grid/columnstructure. It also should incorporate lots of different images to reference article instead of one.

Also I learnt that they tend to use more than one type of font (as seen on NME’s contents page) whereas I previously only used one. Therefore…

What have I learned?

I learnt about the conventional from my competitor research in order to improve my school magazine and achieve this..