CASE STUDY

BACKGROUND DETAILS

Quincy Jones launched Vibe in 1993, in partnership

with Time Inc. Originally, the publication had been

called Volume before co-founding editor, Scott

Poulson-Bryant gave it the name Vibe.

On June 30, 2009, it was announced that Vibe was

shutting its doors and ceasing publication

immediately

After shutting down, InterMedia

Partners, LP bought ‘Vibe’ Magazine. They have

said they "feel privileged to purchase and resurrect

such a storied brand“.

Front covers used during the early stages of

publication.

As with today's ‘Vibe’ conventions

were still used and iconography

hasn’t changed. The angry

expressions of artists still feature and

the gold and silver jewellery have not

changed.

The conventional colours of black

and white are still used.

The list of popular artists were

still used to attract readers and

the sell line is related to the

artists in the main image.

MORE BACKGROUND DETAILS

In addition to the magazine, ’Vibe’ also publishes books on hip-hop culture. To

celebrate the magazine's tenth anniversary, it published "VX: Ten Years of Vibe

Photography." Featuring a bare-chested 50 Cent on the cover, the volume includes

photos of Alicia Keys, RZA from the Wu-Tang Clan, Eve, Chuck D of Public

Enemy and Run-D.M.C. Works by prominent photographers Albert Watson, Ellen

von Unwerth, David LaChapelle, and Sante D'Orazio are among the 150

photographs in the hardcover edition.

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.

Other editions include ‘VIBE Vixen’ which was a magazine geared towards female

readers of Vibe Magazine that covered fashion, beauty, dating, entertainment, and

societal issues for "urban minded females". The magazine was initially released in

fall of 2004 and sales were considered successful enough for the magazine to be

issued on a quarterly basis. ‘VIBE Vixen’ folded after its August/September 2007

issue due to low circulation.

VIBE TODAY

The magazine is released Bi-Monthly (every

two months)

It is currently based in New York City

Only available through a subscription which

costs $16.99 for 2 years (12 issues) or $9.99

for one year (6 issues).

‘Vibe’ has it’s own website, books and app for

iPhone and iPad called ‘Vibe Music Mixer’

Hosted its own tournament ‘Best Rapper Alive

Tournament’ that rapper ‘Eminem’ won.

There are full colour articles to make the pages look more

attractive and eye catching for the reader. Most articles

feature the main artist relevant to the article with a close up

shot of their face including iconography used within the genre

such as Snapbacks, sunglasses and jewellery.

‘VIBE’ TARGET AUDIENCE

18-30 year olds

50.5% are male readers and 49.5% are

women readers.

They may be unemployed but most likely be

in a job of music production.

They will use the same terminology that

crops up again and again in Hip-Hop/Rap in

their vocabulary and will think that they are

strong and powerful like the artists they see

in the magazine.

CONTENT

Featured segments include 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 profiles up-and-coming artists. The magazine also devotes several pages to photo spreads displaying high-end designer clothing as well as sportswear by urban labels such as Rocawear and Fubu.

Vibe makes a consistent effort to feature models of all ethnicities in these pages. Former editor Emil Wilbikin is frequently credited with styling those pages and keeping fashion in the forefront of the magazine's identity.

Many clothing brands created or linked to hip-hop celebrities, such as Sean Combs' Sean John, Nelly's Apple Bottoms and G-Unit by 50 Cent find plenty of exposure in Vibe's pages.

STYLE

‘Vibe’ features lots of iconography to do with the

Hip-Hop/Rap music genre including Snapbacks,

sunglasses and expensive jewellery.

The magazine features lots of text that is large and

bold to make it eye catching for the readers.

Red, black and white predominately feature

throughout each publication of the magazine along

with other colours to make it visually unique and

appealing.

The colours black ,white and red

feature a lot.

Content of the sell lines and

the magazine in general is

related to the Hip-Hop/Rap

music genre

The magazine uses lots of large and

bold text to fill up the space where the

main image leaves. This is also to

attract readers to the magazine.

MODE OF ADDRESS

Uses terminology that only fans of the Hip-

Hop/Rap music genre will understand.

A tone of power and strength is created

which emulates the power and strength of

the artists featured in the magazine.

Has many artists listed on the front cover

that only real fans of the genre will know

who they are, creating a feel of exclusivity

about the magazine.

OWNERSHIP

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

The company was founded in 1988 by Leo Hindery Jr.

InterMedia has invested in cable television, broadcast television, print, programming, and broadband opportunities.

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

is based on the 48th floor of the Chrysler Building in Midtown Manhattan, New York City.