Evaluation 8.

8. Evaluate how successful your product is with your target audience using audience feedback

Audio Feedback: I think I received fair comments from my interviewee. I agree with the amount of text on my front cover; I do believe it is quite plain and therefore maybe could use some more text to fill up the white gaps. Having said this I was going for a more structured cover, rather than having as much writing crammed on as possible. Regarding my contents page my interviewee said that maybe there should be more writing with a smaller title. I disagree with this as I have 5 detailed features listed, any more in my opinion would take away some of the impact value of the pictures and even the heading - which I think is important (disk-one). 

Video Feedback: My second interviewee picked up on the lack of text on the front cover as well and recommended possibly some font variation. Possibly some font variation may have been more adequate than  increasing the amount of text, however I do have three different fronts (arial, plane crash and american captain) and I have stretched and thickened some text. Regarding the double page spread, both interviewees  seemed to mention the same things. They both liked the titles and the 'R', commencing my article. However they also both thought that more pictures or a smaller picture with more text would suit. To an extent I agree however I think that multiple pictures would reduce the visual impact of my photo seeing as it's quite a dark, isolated photo. 

My opinions: Overall I think that my front cover is the weakest page as it is quite basic. To improve I could have varied the fonts and possibly used a few more colours. Having said this I do think the grey scale image on a white background works so the necessity for multiple colours is questionable. I wouldn't make any changes to my contents/double page spread despite the feedback. I think they're structured well and the different parts (title, photos, text) all complement each other in one form or another.

Evaluation 7.

7. Looking back at the preliminary task what do you feel you have learnt in the progression from it to a full product?

The use of my time varied drastically from the preliminary task to the main task. For the preliminary task I shot all my photos at one time which meant that unless I was organised, the variety would be limited. The main task encouraged me to utilize my time properly in accordance with the time taken to create each page. I planned out the construction of each page so that if there was a problem shooting a particular photo, I would have time to amend or even shoot a completely different one. In addition, managing my time meant that I was able to forecast when my models would be available to shoot the photos. I was much more successful managing my time for the main task, than rushing and failing to plan for my preliminary. The difference is clear. The use of settings and locations clearly infer that I planned and put a lot more thought into my main task as oppose to the preliminary which was created of instinct.

The ability to plan is key however I have definitely learnt the value of feedback from peers and essentially my 'target audience'. I was blind during the preliminary task in the sense I had no information to work from which would allow me to really specify my magazine to a particular audience. Although it is a school magazine which means that it's for students, there's no inferred age or gender, consequently meaning the result of the magazine was plain and lacked creativity. Because I had a target audience through research for my main task, I was able to reach out to my audience through the use of shot composition, layout and mode of address.

I did face problems with my photos for the front cover. I changed my photo three times, which emphasises the value of planning as I still had time to amend my page. At one stage my front cover converted to a Microsoft word document and I had to restart (although I'm grateful I did). Originally I had, in my opinion, the perfect image although I had shot it landscape which meant the photo would not be in proportion on the page. After taking a portrait image, I made the decision to colour my artist grey scale. Such a move would not have even been considered in my preliminary task. This technique complements my development of not only skills, but understanding of magazines. Having a grey scale image meant I had to select my colours wisely - I could not use certain colours which would have been fine if I used a coloured photo.

Regarding location, props and costumes, I really had to reflect on the basics of the hip-hop genre. Despite the fact my photos for the preliminary task were relevant to the magazine (school), I think my photos for the main task were that much more conforming. For my double page spread I wanted to create an image that could suggest anything from violence to reflection. I had to search for an appropriate location and managed to find a spot outside a barbershop. A barbershop is a universal shop so there is definitely a link to the hip-hop culture. The sheer thought process was non-existent during the preliminary task. For my props I used a hat, cigar, chain, bandanna and sunglasses. Research into the genre really helped me to pick appropriate props. There is definitely a hip-hop mentality sustained throughout my magazine.

My drafts were very important. Having a template to work from reiterates the principle of planning in the sense my use of time was ultilised by having a set course of action for every period spent working on my magazine. For my drafts I analysed several magazines of the hip-hop genre and using combined elements created my own original pages. Having a draft was definitely beneficial as a lot of the emphasis on creating the ideal magazine is reduced. With out a draft, in an attempt to make it look as professional as possible, there would have been a risk of having to many features or writing or even photos.

Evaluation 6.

What have you learnt about technologies from the process of constructing this product?


I have developed a range of skills on Photoshop which helped me to evolve my magazine. I've learnt how to select parts of an image or even crop an image using the quick selection tool or magnetic tool. This has helped me to obtain professionalism (for example) by increasing the size of my cover artist on a new background to give proportion to the magazine. I learnt how to use certain effects as well, such drop shadows and outer glows, which in general gave the magazine a more exciting, refined look. In addition to these skills, the use of layers was essential. I took special care in the ordering of layers so that certain items would be in front or behind of another, ensuring that visual impact is enhanced. Layering also allowed my to create my masthead!

As well as Photoshop, I also gained a degree of knowledge using Blogger and Dafont. I previously was unaware of Dafont and had no idea of how to use a blog. Dafont allowed me to download fonts which were more developed than the default ones on Photoshop. I spent hours searching through the fonts Dafont had to offer which gave me appreciation of certain fonts and in what areas are they best suited. I am well equipped to give tips on how to use blogger (which was certainly not the case before). During my time on Blogger, I've learnt how to post a power point, embed a video from YouTube and convert files to a certain format so that they're eligible for Blogger.

Evaluation 5.

5. How did you attract/address your audience?

I tried to use a variety of techniques in order to make my magazine more appealing to my audience. Baring in mind my magazine has quite a youthful male target audience (16-24), I tried to attract them by using colloquial language, 'street slang'. My audience would be able to relate to the language - it's likely they would encounter the use of slang on a daily basis. Terms such as 'poppin'', 'g-life', 'one hundred' and 'mack' will entice the audience and draw comparisons to their lifestyle, making them more inclined to understand and relate to 'WAX'.

The use of costuming and props are also essential in attracting the right audience. On the front cover 'Kilo Fum' is wearing a designer coat which would appeal to those in the audience with an interest in fashion. Because it's a common association with rappers and expensive clothes, the majority of my audience will be attracted, especially as they see certain artists as role models. On the contents page he also has his trousers quite low on his waist revealing part of his boxer shorts. It's a common stereotype that many rappers and listeners of rap wear their trousers low; regardless, this use of costuming would therefore appeal more to the audience.



The use of props is also key. People in the hip-hop community would consider themselves 'cool' and 'hip'. On the contents page one of my artists has on a bandana and sunglasses - fairly cool props. This could appeal to my audience who would have the same taste and interest in appearance. All of my artists are around the age of my target audience which will increase the relation between the reader and magazine. Because I have a female on my contents page this could possibly also attract a further male audience as some men are more persuaded by the female content in such a genre of music.

The style of font is also important. My front cover title 'Kilo Fum' is very masculine and the surface of the letters are scratched giving a rough finish. Block writing has been used throughout my magazine with colours such as red and black - the conventional hip-hop colours as they appeal to a male audience. On my double page spread, the heading 'Gangsta Lean' is in bright red, block capitals with holes in the letters once again creating that rugged finish.

Evaluation 4.

4. Who would be the audience for your media product?

The target audience for my magazine is broad as hip-hop covers several generations and therefore there is no restriction to the age. Having said this it is primarily targeted at the youthful age range from 16 to 24. My ideal male would match the persona described in my reader profile. He would either be preparing to leave school or would be working. Utilisation of his savings/earnings is key and consequently he rations his money so that he can gain full advantage of what albums are on offer. As well as money, he is also a frequent browser of the internet so that he can download all the classic material unavailable in shops. His attire is casual, but varied. Anything from a hooded jumper to dungarees can be seen on him. No matter the style of clothes, however old or new, looking fresh and clean is always elementary. He's popular with the girls and sometimes raps to them to prove his slick personality.

Evaluation 3.

3. What kind of media institution might distribute your media product and why?

I have researched a few publishing houses and found that my product would be best suited for IPCMedia. Having said this I did have a few other houses in consideration. Originally I thought Conde Nast would be suitable as they have no magazine with any similarities to 'WAX'. This would mean there could potentially be a gap in the market, however on closer inspection I found that the other magazines where for a lot older, arguably more mature age group. Magazines such as 'GQ', 'Vanity Fair' and 'House & Garden' are quite soft, audience friendly magazines. A 'WAX' issue may seem out of place in such a publishing house. The other magazines they distribute are also quite up-market and therefore may be unattainable for some of my audience, making the Condenast publishing house unrelatable for my audience and therefore unsuitable.

Like I said earlier, I believe IPCMedia would be the most appropriate publishing house to distribute my magazine. There is a gap in the market (more feasible then Conde Nast) as the other music magazines they distribute are NME & Uncut, which serve a rock genre, leaving a whole field open to 'WAX'. Because the target age for NME & Uncut is slightyly older than my target audience, I feel as though there would be some exposure for a 'WAX' issue. In addition, with quite a broad range of magazines and therefore customers, distributing 'WAX' may result in a rise of new customers coming from other genres of magazines.

Evaluation 2.

Q2. How does your media product represent particular social groups?

Above is a front cover of an XXL magazine, along with my front cover. Together I will use these images to serve as visual aid for my representation of a hip-hop audience. The Game has an evil facial expression, however a convention of hip-hop magazines is to have the artist with a serious face. 'Kilo Fum' has a serious facial expression, pertaining to the conventions but is also biting his lip to emphasise his mood. Many rapper's and therefore readers of hip-hop magazines come from inner-city areas where there is generally more crime and poverty. Having a serious facial expression could serve as a representation of the particular social class living in the poorer areas. Likewise to The Game, 'Kilo Fum' also has a chain around his neck, suggesting the wealth a rapper obtains from fame. It's common for many young teenagers/men to desire jewellery, money and women. For this reason I incorporated a car into my double page spread where 'Kilo Fum' is sitting in the back. On the contents page he also has a cigar in his mouth, suggesting luxury. Conventionally, my main artist on the front cover is a black male; the common race and gender in the hip-hop industry. The models, clothes and props used definitely only fit into one subculture. 'Kilo Fum' is wearing a coat, with no shirt on. This could suggest his masculinity but also his sheer presence, which may strike fear into other subcultures. Rapper's are portrayed as intimidating people in hip-hop magazines. This is evident on the XXL cover with the game pointing his fingers to his head (gun pose), but also I have conveyed this by showing 'Kilo Fum' with his hood up.

Evaluation 1.

1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

My media product (music magazine) consists of a hip-hop genre and is entitled ‘WAX’, a slang term used in the hip-hop community given to a record or CD. My magazine uses, develops and challenges forms and conventions of media products. Arguably the most generic convention of a music magazine is having the masthead situated at the top. My masthead is in the top left hand corner in accordance with the XXL masthead (a hip-hop magazine I’ve used to inspire my own). It has white, bold, capital letters with a red background - two colours linked closely to the genre. I’ve followed the convention of block colours for the masthead. Below are examples of The Source and Vibe; their mastheads usually consist of block colours.

The masthead should be the most obvious piece of text on the page in order for the reader to automatically decipher the magazine. I think I've slightly challenged this convention. Although my title is imposing - in terms of the strong blend of red and white and its presence on the page - my artist does cover half of the 'X' and to a degree obscures the name. This can be seen on a few front covers, but not all! I would rely on familiarity of the masthead (colours and structure) to attract an audience, rather than letting the masthead reach out to a potential buyer.

Another convention is having a medium close up of the artist on the front page. I've used a mid shot in order to create an intimidating image - one rapper's try to portray more often than not. My cover artist is also a male, I'm therefore using the conventions. Unusually, I have my artist in grey scale, an uncommon form associated with any magazine. I feel however that I have managed to pull it off; the plain white background with bold black writing really complements the grey scale. All of my 5 photos used throughout my magazine strongly follow the conventions of a hip-hop orientated magazine. Everything from the props used, to the artists' body position and facial expressions. On the front cover, my main artist 'Kilo Fum' has his hood up with no shirt on and is sporting a chain; in addition to having his hands on top of each other. Collectively a gangster image is connoted. The chain represents wealth, the hood reinforces the negative stereotype often associated with criminals and the position of his hands really create an 'I mean business' impression. Furthermore 'Kilo Fum' can be seen on my contents, and double page spread. He has a cigar in his mouth and is wearing a bucket hat. These two props highlight my use of key conventions. Artists featured on hip-hop magazines often have luxurious props and are stood in very masculine positions. Another one of my artists has a bandanna on his head with sunglasses, immediately suggesting a street persona, likewise to those created in magazines such as The Source and XXL.

I have used some very hip-hop friendly locations for my photos. On the double page spread 'Kilo Fum' is sat in the back of a car outside of a barbershop, with a hat on and the window rolled down. A very hostile atmosphere is created and the shadow created around his head and the window, could represent the scene of a drive-by shooting or violence of some sort - a common topic rapper's speak about. There is also a common fixation between rapper's about wealth. Two of my artists are incorporated with a vehicle. My female artist is sat on the hood of what was an expensive BMW. Also, 'Kilo Fum' is in the back of seat of a different car. Having the cars with the artists certainly portray the conventions of wealth, displayed throughout any hip-hop magazine. I felt it was definitely appropriate to include a female artist seeing as it's a hip-hop magazine, rapper's are always pictured with women; it's a common convention for a hip-hop magazine to have a section dedicated to female models. My other artist, who has a bandanna and sunglasses on, is photographed in front of pipes. Although the pipes may seem like an odd background, a gritty, almost 'cold' atmosphere is created which would build on the association with rapper's having a hard life (before their fame). 

I used the 'plane crash' font for the title 'Kilo Fum' on the front page. I have stuck to key conventions as the title, being bold and large, is the biggest font on the page. My magazine would attract a masculine audience - the desired preference of a hip-hop magazine. Evidence for this is the masculine fonts used throughout my magazine, more notably the block capitals of the surrounding text. The position and structure of the text also pertains to the key conventions; there is not just information in random places. Text on the right hand side of the artist, 'THE OLD TIMERS ISSUE' etc. is positioned around the outside, giving the magazine an organized format. The bar code is also in the corner, a key convention for any magazine.  

WAX Front Cover

WAX Contents Page

WAX Double Page Spread

Drafts (Front Cover, Contents, Double Page Spread)

Costume/Props Planning

I'm thinking of using a cigar as they display wealth and authority. The cigar is very fashionable in the Hip-hop world; using it would connote a 'smooth gangster' image. 

Jewellery of any kind definitely has to be included. Jewellery likewise displays wealth but can also be used to show superiority - the more the merrier. A common attribute for all rappers is that in some form or another they will be wearing jewellery. It fits into the gangster stereotype portrayed by rappers perfectly. A trend seems to revolve around jewellery attracting women - which is something rappers are perceived to get a lot of.

A hat of some form is suitable to wear. I think the bucket hat suits the most as when it's worn a shadow is cast over the persons eye line creating a sense of ambiguity and unease which could support the interpretation of  a hustler or thug - a pastime a lot of rappers have in common.

Its important to display wealth in the Hip-hop industry. Having a brand coat will convey this and maybe also infer good taste - a trait rappers like to be associated with.


  An alternative to a coat or jumper or even a t-shirt could be a vest. Unlike (eg.) a coat which displays wealth, a vest displays physique and could portray a raw, appealing image with the right body. On the front cover of Hip-hop magazines, many artists are shown with no shirt on. Not only does it create quite a vain image but also adds to the stereotype of a rapper being muscular and 'hard' (as in rough and strong).

Many rappers before rising to fame indulged in a rocky past life. Just to emphasis a rebellious image and adding to the stereotype  of rappers being quite dangerous, I could use a knuckle duster or another violent weapon. 

Reader Profile

The WAX Reader  

Raheem, 21, is a Hip-hop fanatic from East London. When he’s not out with his friends at a nightclub or at a female infested house party, he’s at home relaxing, listening to music through his iPod. An enthusiast of both old school and new school, Raheem will do anything to get his hands on an album. For the rare Hip-hop classics ranging back to the late 80s/early 90s, he’s browsing the internet on websites such as Files tube or Pirate Bay however the latest Nas album just came out; you can bet he’s first in line at HMV to buy it. Raheem’s favourite artists are Nas, Eric B. & Rakim, The Notorious B.I.G., 2Pac, Wu-Tang & Styles P. Most of Raheem’s day to day activities include music in one form or another. Getting ready for his part time job as a salesman he has the radio on. On the tube into central London he has his headphones in. In between lunch breaks he’s singing his favourite verses. Raheem uses his income wisely and after clothes etc, dedicates his earnings to expanding his musical knowledge. Raheem dresses with pride and on a casual day can be seen in a logo jumper, jeans and a pair of Nike trainers. As well as for entertainment, Raheem considers Hip-hop to be an important aspect of his life. Hailing from quite a deprived region he sees importance in the lyrics and relates accordingly. Raheem lives with his full time employed single mum and two little brothers. Graduating from sixth form with 2 A-levels Raheem hopes to find full time employment with future aspirations of setting up his own business and possibly getting involved with the music industry.

Focus Group Video

Focus Group Questions

My magazine will consist of the Hip-hop genre. I’m thinking of using XXL as my magazine template:

What is your favourite Hip-hop magazine? 

What are your favourite features about the magazine?

Are there any changes you would make to your preferred magazine?

Do you prefer the masthead in front or behind the artist?

Do you prefer the artist consuming most of the page or taking up half?

What are your views about this double page spread, what works well, what would you improve?

Bearing in mind my idea has hip-hop like conventions, what props would you expect to see?

What colours would you expect to see?

Is the text (style) important on the front cover, why?

In your opinion, what is the most important aspect of a Hip-hop orientated magazine?

Designing Magazine Title Blocks

WAX WAX WAX 
WAX

WAX  WAX  

WAX I've decided to call my magazine 'WAX' as it's a slang term used in Hip-hop referring to a record or CD. A title block is very important as it should capture a customers eye. I've decided to use this font (American Captain) - I'm going to have it coloured white on a red background. The font is smooth and fun however the thick bold letters convey masculinity and will fit perfectly with the Hip-hop theme. The font also suggests a youthful audience. 

Analysis Of Title Blocks

The title is a white single letter on a square red background which adds emphasis. It’s hard to infer the genre of ‘Q’ magazine however the mature font and simplicity would suggest it’s aimed at an adult age group. This is also hinted at due to the boring and odd title name, steering younger people’s interests away.

‘KERRANG!’ is a rock orientated magazine. Onomatopoeia has been used to make the title sound possibly like a guitar – a common instrument associated with the genre. Furthermore the lines projecting from the letters could represent the strings on a guitar. A rugged font has been used which could infer male youths are the target audience.

‘THE SOURCE’ title is very basic however its size and contrasting colours (with the background) allow it to stand out. The title may refer to the origin of Hip-hop music or could suggest this magazine has all the latest news about the genre. The microphone in-between the middle of the ‘O’ could emphasise this. A thick bold font has been used to convey masculinity therefore appealing to a male audience. The ‘THE’ has been rotated 45 degrees which creates a more casual appearance which could therefore infer the targeted audience is of a young adult.

Conventions Of An XXL Magazine

The XXL masthead is one of the most generic conventions of this magazine (and most magazines), with a red background and large white text situated in the top left hand corner of every issue. This allows readers to build familiarity with the magazine and creates an expectation for every issue. Because of this, it is not always necessary to have the entire masthead showing – the central figure/s may cover it.

An issue will usually feature one individual, usually male, however once in a while multiple figures or a woman might feature on the front cover. Through costuming (jewellery and expensive clothes to display the wealth of the industry), facial expressions (aggressive and superior to display artist’s egos) and poses, XXL manage to create and maintain a hip-hop stereotype – one that has built customer loyalty.

Customer loyalty is further maintained by keeping attributes similar from issue to issue. Large writing of the artists name and clear features of what the magazine includes are replicated on every XXL cover. Because of the font, colour and presentation of the artist (who connotes a ‘gangster’ image), I’m able to infer that the magazine is aimed at a male audience ranging from teenage years to late forties (the age of the majority of artists). XXL magazines feature in-depth interviews and articles about both prestigious and new artists, all of which are usually male. Furthermore the adverts within are that of expensive cars, model hotlines, designer shoes and diamond infested watches – once again implying a male audience.

On occasion XXL will reach out to the growing female audience by breaking the convention of a male central figure and having a female feature instead. Featured articles such as ‘eye candy’ may also attract females – presumably of a young age (around twenties) – however in regards to the front cover, women are presented heavily sexualised and seen to have on minimal clothing, suggesting that a broader male audience may be targeted more than encouraging female appeal

The XXL contents page is very simple, but it’s effective. There is usually a white or grey background. The masthead is still present however it is minimized to a great degree to allow for fluency. The audience becomes acquainted with the simple colour scheme of black, red and white/grey, which due to familiarity will allow the reader to engage in the magazine more. Black strips below the heading and sectioning of the bottom of the contents page are maintained on every issue, as well as the font and size of text on the page. The heading varies from ‘A-Side’ or ‘B-Side’ to something catchy like ‘doin’ lines’. These generic conventions ensure the same atmosphere is maintained. 

A typical XXL double page spread features an image on one side of the page and the article, presented neatly in columns with a large title above to attract the reader’s attention on the other. There are very few variations to XXL’s double page spreads, including the font which helps to maintain a theme throughout. Usually only one figure is presented on the double page spread in order to give more relevance, publicity and visual impact to the artist and the article.

The 'rule of thirds' is a guideline which applies to the process (in this case) of a double page spread where the page is divided into nine equal parts. As a result reference points have been created which act as framing for ODB's stance and the text on the left hand side. Having subjects aligned creates more energy and interest in the double page spread.  

The research conducted has helped me to reach a conclusion about how I’m to present my magazine.

My central figure will be presented in order to create a hip-hop stereotype, similar to that of XXL, on a front cover which is simple to increase effectiveness. My contents, and double page spread will follow the generics of an XXL magazine, portrayed in an ordered, clear and basic fashion.