A Case Study

Background Details

• First published in 1993• Originally, the publication had been called Volume• The publication predominantly

features R&B and hip-hop music artists, actors and other entertainers.

• Vibe Magazine was known for the creative direction of their covers.R&B singer Mary J. Blige repeatedly made the cover of Vibe, with countless articles following her career.

Vibe Magazine Editions in 1993(right) and 1994(left)

5

Vibe Magazine February 1996 Edition

Same as today’s Vibe magazine editions, the Masthead is kept in the same place with the same font style and size keeping the brand identity

The main image shows popular artists of the Hip – hop genre which appeals to the target audience

Other artists are listed at the top of the magazine keeping brand identity

Background Details

• Beginning in 2003, Vibe produced and aired its annual awards show on UPN through 2006, and VH1 Soul in 2007.

• ‘Vibe’ magazine launched the "Best Rapper Alive Tournament" on July 21, 2008. There were four brackets, and four number 1 seeds: Jay-Z, Lil Wayne, Eminem, and Andre 3000. The actual final four included Ludacris, The Game, Eminem and Jay-Z. The last two rappers standing were Eminem and Jay-Z, with Eminem eventually garnering 69% of the votes for the victory.

Vibe Today

• The magazine is released Bi-Monthly (every two months)

• ‘Vibe’ has it’s own website, books and app for iPhone and iPad called ‘Vibe Music Mixer’.

• Electro-rapper Kesha made Vibe history when she appeared on the cover in October 2012, earning her the honor of being the first caucasian female to appear on the cover as a solo act.

Vibe Magazine 2010 – 2012 Editions

Vibe Magazine 2010 Edition Vibe Magazine 2012 Edition

Vibe Target Audience

• Vibes target audience mainly consists of a mixed fan-base aged 18 – 30.

• 50.5% of the readers are male while 49.5% are female meaning they cater to both genders although they are a magazine which promotes rap and hip-hop music.

• They may be unemployed but most likely within a steady job or in music production.

The Content

• Featured segments included the back page list 20 Questions, the Boomshots column about reggae and Caribbean music by Rob Kenner, Revolutions music reviews and Vibe Confidential, a celebrity gossip column. Next profiled up-and-coming artists. The magazine also devoted several pages to photo spreads displaying high-end designer clothing as well as sportswear by urban labels such as Rocawear and Fubu.

• In the September 2003 issue commemorating ten years of publication, the magazine created different covers using black and white portraits of its most popular cover subjects. It also contained "The Vibe 100: The Juiciest People, Places and Things of the Year."

The Style

• Vibe Often features a lot of iconography associated with hip-hop/rap genre, including snapbacks, sunglasses and expensive clothing.

• The magazine features lots of text that is large and bold to make it eye catching for the readers.

Mode Of address

• Uses terminology that only fans of the Hip-Hop/Rap music genre will understand.

Ownership

• InterMedia owns ‘Vibe’ magazine and they own a number of other companies such as Uptown Media Group, Control Room and Blackbook Media.

• InterMedia is a private equity investment fund focusing on the media industry across all platforms - television, radio, publishing, internet and marketing.