Task 2 Create a proposal and pitch for a media product (P1, P2, M1 U3 & P2 U21)

Task 2: Create a proposal and pitch for a media product (P1, P2, M1 U3 & P2 U21)

Learning outcome 1 (U3): Be able to create a proposal with sample materials for an original media product to a client brief.

Learning outcome 2 (U21): Be able to create a proposal and pitch for an original media product based on a given brief.

P1 (U3): Produce a proposal for the original media product to meet the client brief

Purpose and objectives

My purpose is to entertain those consuming my product. I will do this by creating an artist-based pop music magazine, based in North London, appealing to readers with a shared interest in pop. I will do this by providing amusing content, such as exclusive interviews and appealing images that conform to the genre of pop, that will attract my target audience. One of the ways in which this will entertain my audience could be through escapism. As it will consist of an exclusive interview, it allows readers to escape from their own lives and put themselves into the shoes of someone else and see a new perspective on the genre of pop. If they identify with the artist and their path to fame, they may aspire to follow in the footsteps of these artists and also follow them along their journey as loyal fans. In terms of entertainment, my magazine will also act as a source for filling time.

My purpose is also to promote new and inspiring artists who are looking for recognition. By promoting these artists, loyal fans of my magazine may become loyal fans of the artists featured and fans of the artist are likely to consume my product. This will be done by having my feature article based on them as an artist, and therefore my main image on the front cover being of the artist, so that is clear what my magazine will include.

My purpose is also to educate readers on the pop genre. I will do this by illustrating the artists perspective of the genre and their experience within it.

Form

My magazine will be produced as both a hard copy and an online copy, to meet the the client brief requirement. By it being both accessible online and a hard copy it will appeal to a wider audience as although the online copy will appeal more to my target audience, my tertiary audience will favour a hard, print copy. As it is going to also be accessed online I will have a website in which it includes online features that build on the hard copy but are exclusive to just the online copy. An example of these 'online features' will be the chance to win tickets to wireless festival, which takes place in North London, by clicking on the link and applying online. It also will include clothing links to the artists outfits which is only accessible online.

My magazine will have 180 pages. This is because I want the magazine to be worth the read and the quality of it to reflect the price of the magazine. The mass amount of content in the magazine will appeal to a mass audience and ensure my target audience are entertained. My magazine's front cover will be a glossy cover. The addition of gloss seems to have a positive effect on the colours of an image as the colours of glossy photos seem more deep and vibrant, which conforms to the pop genre and will make the magazine aesthetically pleasing for readers. However, the pages inside the magazine will be a matte print. This is so the content is clearly understood and easy to access, and the images can clearly be identified. There will be adverts within my magazine that will be appealing for my target audience. For example, I will be advertising online music applications such as Spotify that you can stream the artists I feature music on. As well as this I will advertise clothing links to the artists outfit, that will be appealing to readers as they are on trend, and they are likely to view these pop artists as trendsetters and fashionable icons.

The price of my magazine will be £3.99 so that it appeals to those of a B-C2 social class. However, a yearly subscription will also be available at the price of £45.

Genre

The genre of my magazine is going to be pop. I have chosen the genre pop because it is one of the most popular genre's in North London, according to Statista in 2018. This will link to the client brief 'for producing a new online and print based music magazine for North London' and showing people the' vibrant music scene developing'. As well as this, the pop genre appeals to teenagers and those in adolescence, due to the rhythm and lyrics of the songs being relatable, which is what I want my target audience to consist of.

Content

The content embedded in my magazine's front cover will be a main image of the artist that will feature in an exclusive interview on my double page spread, as well as cover-lines that convey what will be included. It will also state my USP '10% of our profit will go to Nordoff Robbins music therapy center'. This is a charity in North London that provides avenues for communication that can be helpful to those who find it difficult to express themselves in words. This will appeal to consumers as they are likely to want to share their love and passion for music to others, and help them experience the joy and entertainment that music can bring about. 'North London's most popular pop magazine'. The fact it is the most popular, may entice readers to try my magazine as it has recognition and many others are consuming it. As well as my strap-line which will state 'North London's most popular pop magazine'. The fact it is the most popular, may entice readers to try my magazine as it has recognition and many others are consuming it.

It's double page spread will include an exclusive interview, each edition with a different artist, that performs under the area of North London. This is to educate readers on new artists, and their stories or paths to fame. It also will boost the recognition and reputation of these artists and my magazine, as by providing them with loyal fans, these fans are able to join and follow their journey in the industry, and therefore trusting my magazine to provide our loyal audience with inspiring artists and amusing content.

As well as this, I will include the pop charts top 10 current hits, in order to inform readers on other popular artists on the scene. It will also consist of different upcoming events that are showcasing different artists within the pop genre, and the chance to win tickets to Wireless, a festival in Finsbury park. It will also contain clothing links to the artists outfits, to meet the client requirement of it being an online copy as well as a hard copy, and a small activity in which readers can match the album cover to the artist, in order to keep the readers entertained. This content will appeal to my target audience, as although the age gap could be argued as wide, the range of content ensures it will be appealing to all .The colour scheme for my magazine will purple, black and white.

Target audience

The target audience of my magazine will be girls between the ages of 14-21. This is because I feel that my magazine will be attractive and appeal to this audience. After doing research into the pop genre, I found that girls of this age group are more likely to buy my magazine as they are the most likely to follow popular trends in society, whether that is music or clothing. As well as this, they are those likely to become loyal fans of artists, as they are at the age in which they can go to concerts and venues in which they can physically see or meet an artist. As well as this, as it is an online version as well as a print version, it will appeal more to my target audience, due to the easy access of an online edition. It will appeal and target those of different race and ethnicities to reflect the diversity of North London, and ensure that my magazine is inclusive. I will do this by including artists of different race and ethnicities within my magazine. I will target this product to those of a B-C2 social grade, the middle class to the skilled working class. This so that it is in the price range and therefore available to a range of different classes, bringing in more of a mass audience as it will be easily accessible to most groups in north London. The fact it will target those from a variety of classes, makes it inclusive and reflects the different families around North London.

My secondary audience will be boys of the same ages of 14-21. This is because boys of this age group are also a large fan base for the pop genre, therefore this magazine can effortlessly include conventions that will appeal to boys, as well as girls.

My tertiary audience will be the parents of these teenagers and young adults. This is because these older adults were the original audience for the pop genre, and so they are likely to still have a passion for it and will therefore find the content amusing, as they are able to reminisce. Reinforcing the fact that it is an online and print version, by it being available in print it will reach this tertiary or wider audience, due to it being the traditional option, and the norm for this type of audience.

Alongside the demographics of my magazine, the psychographic profile is also rather significant. My magazine will target fans of the pop genre and the artists that represent it, as that is what my magazine is based on. Readers targeted are likely to enjoy going to concerts that showcase new artists, as this is part what my magazine is promoting. As well as this, they are likely to enjoy streaming and listening to music as part of their every day life.

These 2 avatars represent my primary target audience, girls of different race and ethnicities between the ages of 14 and 21.

Resources and Personnel

Resources	Personnel
Digital Camera	Photographer
Adobe photoshop	Editors
Computer	Artist/Model

A digital camera will be needed to take the photos embedded in the magazine. For example, the main image on the front cover of my featured artist. The digital camera must therefore be advanced so that the images are clear and detailed, appealing to an audience. A photographer will be needed in order to take these pictures. The photographer will be skilled and experienced to ensure that he captures eye catching pictures that will add to my magazines aesthetic. Another resource that will need to be purchased is Adobe Photoshop. This is because it is a highly advanced software that will enhance the attractiveness of my magazine, by allowing me to adding colours and edits that make my magazine stand out. In terms of personnel I will need to hire editors. These editors also need to be highly skilled to ensure that my magazine is easily accessible and clear to understand. I will need a computer in order to make my magazine and embed all of the online features within. I will also need to search for and hire artist to model for my magazines front cover, as well as be the feature in my exclusive interview.

Distribution and Marketing

Distribution

One way I would distribute my product is by having sample copies at wireless festival in advance of the first issue. I would choose to distribute my product in this way as the festival is located in Finsbury Park, which is in North London and part of the audience there reflects my target audience for my magazine. As it is a music festival and I am producing a music magazine, it is likely to appeal to those at the festival and they may become loyal consumers of my magazine. It will also increase my brand's recognition and increase the chance of making the first edition of my magazine a successful one.

One other way I would distribute my product is by having them sold in markets such as Camden market. As Camden is a 'trendy' and popular place in North London, it would be tactical to associate my magazine with, as it will gain recognition, and be easily accessed to my target audience.

I could also distribute my magazine across music clubs in North London. For example, Nordoff Robbins music therapy centre. This is a charity in North London that provides avenues for communication that can be helpful to those who find it difficult to express themselves in words. As they struggle more than others with their communication, reading magazines based on aspiring artists may appeal to them, as the artists are likely to inspire them, and help them grasp a greater passion for music, specifically pop music. As well as this as it is visual, it may help them understand the connotations and further knowledge about pop music.

One last way I would distribute my magazine is through selling them in local newsagents and supermarkets around North London, so that they are easily accessible and on a display that ensures many people will see it.

Marketing

One way in which I will market my magazine is through social media. As my target audience consists of teenagers and adolescents, they are most likely to have a social media profile and therefore be attracted to this piece of marketing, as it is quick and easy access for them. By my magazine easily being bought to their attention through an advert on Instagram, it should appeal to them as my target audience and therefore make them feel inclined to buy the magazine. I will also advertise it on Facebook, another social media platform, so that it is accessible to my tertiary audience, as adults are likely to socialise and browse on Facebook.

Another marketing strategy I will be using is posters on buses. As my target audience are teenagers and young adults, they are likely to use public transport as a way to get around. Therefore, by promoting my magazine on transport like buses, they are on public display for everyone to see, and at the attention of my target audience. Therefore my target audience are able to recognise my magazine and buy it's first edition. It will also bring in a mass audience as it is coming to the attention of lots of different people around North London, who may like the look of my product.

I would Roll out the campaign in advance of the products release so that people are aware of my magazine and are able to share it with other members of the community and communicate with others who also share an interest in my magazine. It will also mean that there is time for it to be bought to the attention of a mass amount of people across North London, increasing it's chance of success.

Sample materials

Magazines in competition

These are 2 magazines that are in competition to my magazine on the market. Despite this, the Billboard magazine is not produced in North London, it is produced in the USA. This means that the magazine will reflect a slight different music scene to mine. As my USP specifies my magazine is based on North London, it again highlights the difference between my magazine and some of the ones in competition.

Mood board

I have created this mood board as it illustrates many artists within the pop genre, which is what my magazine is going to be based on as an artist based pop magazine. As well as this, the way in which the artists are posing in these specific pictures could provide me with ideas as to what sort of picture my main image on the front cover, as well as on my double page spread, is going to look like, to conform to the conventions of pop. The clothing and accessories of these artists gives me inspiration on how to present the artist that features in my magazine visually. As pop artists are seen as role models for an audience, the clothing they wear is going to influence those consuming my product, as they are seen as 'trendsetters', and as pop is a current genre, the clothing should reflect contemporary north London society. This also applies for hair and makeup. Lastly, the colour within my mood board is rather bright and consists of a variety of colours. As the pop genre is associated with fun and enjoyment, the colours within my magazine will also set this tone.

Font styles

I would use the AMVINYL-Heavy font as it is unique. After researching my magazines competitors, I found that no magazine included a font like this. It's curls within the letters connote the fun and abstract vibe of my magazine, and as the text resembles to vinyl and the A resembles a jukebox, it reflects the nature of my magazine, as it is a music magazine.

I would use the Jumping Unicorn font for my coverlines as it is bold, yet simple. The fact that it is bold attracts readers to the text, which will convey what the magazine will consist of and as the content should appeal to my target audience, the coverlines will influence them to purchase my magazine. The fact that it is simple draws more attention to the masthead, as that is how consumers will be able to establish my brand.

The body copy of my magazine will be of the font Arial. This is so that the text is easily accessible and understood by consumers.

Colour scheme

The signature colour of my magazine will be purple. This is because it is a bright colour that conforms to the genre of pop, because it is bright. Purple connotes royalty which reinforces power, which illustrates the power my magazine will hold, that will entice my audience and make them feel inclined to buy it. In my first edition, the masthead will be of the colour black, this is because it is bold, and therefore will attract attention, which is important as it reinforces brand identity and consumers will be able to recognise it when browsing in the future for a music magazine. It will also consist of white.

Article ideas

The article idea that will be included in my first edition of my magazines double page spread is an exclusive interview with the featured artist on my front cover.
Another article idea of mine in a future edition would be an exclusive Q&A with the featured artist.
Another idea could be an article based on pop throughout the decades, where is began and how it has adapted to contemporary society.
One other possible idea could be an article about the pop genre as a whole. It could include the artists, music, clothing and venues.

The fact that the interviews and Q&As are exclusive is important as it means that it has not been done before, meaning that the only way they can access this specific article is through my magazine.

Sketched layout